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I had to write an in-depth evaluation of The Walt Disney Company. I learned a lot about researching companies and finding the information that is available to us via the web. I put together a presentation and had to present it in front of my Marketing class. It was a very fascinating to find out the behind the scenes happenings and financial holdings of the company. I learned ways to find a companies Target market and segment it down.
WALT DISNEY’S MISSION STATEMENT<br />According to Disney’s corporate website, the mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. Walt and Roy believed that he had to stay one step ahead of the competition in order to be the most innovative and creative animation company of all times. <br /> It is without undeniable dispute that The Walt Disney Corporation has created an empire that is unmatchable. They strived for excellence and are continually changing. They have surrounded themselves with the best artists, the most innovative creators, and the newest technology to compliment it all. Above all, the consumers are the driving force behind the genius enterprise, and the two brothers never lost sight of that goal. <br />
The first Disney theme park was Disneyland, which took five years to develop. <br />Disneyland officially opened on July 14, 1955<br />
ABC/Disney’s Target Market<br />Based on the statistics we gathered. The average age is 44.5 years old, Female, $75,000+ household income, 42% have 1+ child per household, home owners, 32% have some sort of education, median household income is $42,360.00. Children are the base but the parents are the deciding factor. Therefore, Disney aims at the parents.<br />
Top 3 Competitors<br />"Time Warner, Inc. is Disney's chief competitor. This company not only challenges Disney's television interests, but also looks to be competitor in merchandising. The Warner Brother label will be the name brand name in this merchandising effort. The merger put the final nail in the coffin of The Go Network and has had a significant effect upon Disney Internet interests"<br />"CBS promises new programming and a strong late night lineup that may challenge the success of ABC and their hit television show, "Who Wants To Be A Millionaire". CBS offers a huge threat to the future of The Walt Disney Company and The ABC television network. In order to maintain its position as the world's #2 media conglomerate, Disney must continue to improve upon the quality of its television programming"<br />"The Fox Entertainment Group is a serious competitor to the strength of Disney's television networks. Popular Fox shows, such as Ally McBeal, and sporting interests, such as the broadcasting rights to the National Football league have challenged Disney's television dominance"<br />
PRODUCT DIFFERENTIATION<br />Walt Disney has additional brands such as ESPN (one of the biggest sports channels in the world), Miramax, Touchstone, and Pixar. <br />Disney stores are located in malls and super centers. Particularly in urban locations in order for them to be visible and accessible by the public.<br />Walt Disney Studios produces films through imprints Walt Disney Pictures, Disney Animation, and Pixar, and its Marvel Entertainment is a top comic book publisher and film producer.<br />Walt Disney Parks and Resorts operates the company's popular theme parks including Walt Disney World and Disneyland. <br />The multiplane allowed the animator to re-use the same background, foreground, or any elements not in motion, saving hours of labor.<br />
WALT DISNEY’S S.W.O.T ANALYSIS<br />STRENGTHS: <br />It is among the popular brand names in the world.<br />It has well established divisions Walt Disney Studio.<br />Entertainment, Disney-ABC Television Group, Disney Interactive.<br />Increasing trends in overall revenues and profits.<br />Disney holds US $62.497 billion of assets.<br />Popular characters.<br />High brand awareness among people.<br />The Walt Disney logo is famous.<br />Walt Disney was ranked 8th in the Top 100 Global Brands.<br />WEAKNESSES:<br />High operating cost.<br />Frequent change in top management.<br />The $1.8 Billion Park has only 16 attractions.<br />Poor working conditions in factories that produce their merchandise.<br />Large investment’s with high risk involved.<br />Limited range of target audience mainly children, and mothers.<br />
WALT DISNEY’S S.W.O.T ANALYSIS<br />OPPORTUNITIES:<br />• Move into different segments.<br />• Proper inventory management.<br />• Market development in untapped countries.<br />• Reduction in operating costs.<br />• Disney music channel.<br />• Benchmarking to improve management practices.<br />• Disney school of management and training.<br />• Online Websites.<br />• Develop more attractions for theme park.<br />THREATS:<br />• Security Threats due to terrorism.<br />• Employee retention.<br />• High competition in Media Industry.<br />• Facing fierce competition from Paramount Parks, Universal Studios and Six Flags Theme Parks.<br />• Social and ethnic groups.<br />• Government policies.<br />• High demanding market in terms of innovation.<br />• Increasing salaries and labor cost.<br />
Disney/Chase credit card promotion<br />Disney always finds a way to incorporate your emotional attachment witha way you can afford it. <br />
This is the special promotion of 2010. It will allow a Disney guest to redeem a free ticket in exchange for proof of community service. Previous promotion programs included redeeming a free night on one’s birthday, for example in 2008. It is an excellent strategy known as cause marketing. People love to be involved with positive organizations.<br />
This advertisement is to promote that rooms on the Disney grounds are currently 40% off.<br />This is a great advertisement. Disney Resorts are not typically cheap.<br />
This is an ad from Beijing, China<br />Spokesman Gary Foster of Disney's consumer-products division later stated…<br />"It has caught us totally by surprise, licensees are contractually bound to clear all advertising with Disney's corporate offices before its launch” <br />Foster explained, Disney contracts with a host of licensees who produce and market products for the Disney brand abroad. <br />This Advertisement was pulled from Beijing’s Billboards immediately. <br />This ad is an example of the many risks Disney must take to market effectively in foreign countries. Ultimately it could have a very negative effect on all of their markets.<br />“Definitely a clash of cultures”<br />This ad is dangerous. You wouldn't want families to get the wrong idea. <br />
Disney is expanding in new foreign markets<br />Disney Consumer Products extends the Disney brand to a wide range of merchandise through its licensing and publishing operations and the Disney Store and DisneyStore.com. <br />DCP strengthened its position among the world’s leading licensors in 2009, translating award-winning Disney content into products for all ages at retail year-round.<br />DCP broke new ground in 2009 with an array of product introductions that build on the newest technology and latest lifestyle trends to capture the imaginations of children and families around the world. New products included Disney’s first netbook computer for kids, our first interactive online book initiative, and the development of a suite of products inspired by Princess Tiana, Disney’s first new princess in more than 10 years. <br />Additionally, DCP’s global stationery, home furnishings and healthy food initiatives continued to expand into new markets, including Russia, Latin America, and the Middle East. <br />Disney has hired separate native marketing managers for all of the different continents their joining.<br />
Foreign percentage of sales -<br /><ul><li>49% ownership interest in Disneyland Paris (stocks).
47% ownership interest in Hong Kong Disneyland resort.
The Walt Disney Company earns royalties for Tokyo’s Disneyland resort. (owned by an un-related Japanese company)
37% of Disney’s profit comes from abroad, so they still have a long way to go.</li></li></ul><li>American percentage of sales - <br /><ul><li>80% of ESPN, 20 percent of it is owned by Hearst/GE Company.
100% of Disney Channels, Disney Radio, SOAPNET, ABC.
37.5% of A&E/Lifetime. Hearts owns 37.5 percent and NBC owns 25%.
www.HULU.com (NBC, ABC and Fox own 27% and Providence Equity Partners own 19%</li></li></ul><li>Disney made history in 2010<br />Grossed - $334,191,110,000 in 2010<br />Grossed - $414,638,013,000 in 2010<br />Disney became the first company with 2 movies to gross over 1 billion dollars of profit in the same year<br />
At 14 years old Disney’s Miley Cyrus, star of "Hannah Montana", became the youngest artist to have two No. 1 albums on U.S. charts within a year. <br />Tweens overall spend about $51 billion a year in the United States, while family members spend another $170 billion on them, according to Alloy Media + Marketing. Getting a piece of this pie would help the U.S. music industry, which has seen annual sales drop 21.2 percent since 1999 to about $11.5 billion.<br />
STUDIO MARKET SHARE PERCENTAGES<br />January 1–November 21, 2010Overall Gross: $9.365 billion<br />* In millions. ** # of total movies tracked that were released in 2010.<br />
Profit(three to five years)<br />(All profits in Millions)<br />
Market Revenues<br />Media Networks - $17,162,000,000 is up 6% <br />Parks and Resorts - $10,761,000,000 is up 1% <br />Studio Entertainment - $6,701,000,000 is up 9%<br />Consumer Products - $2,678,000,000 is up 10 % <br />InteractiveMedia- $761,000,000 is up 7 %<br />Total estimatedprofitfromtheirfivemarketstogetheris = 38,063B<br />Walt Disney is at a 6.6% averageboostacrossallfive of theirmarketsforthe fiscal 2010 year.<br />
Would Disney be a good investment?<br />Depending on what kind of results you are expecting out of it…<br />Buying Disney stock is always a smart idea, but not always your best option. The money will come slow but it will be there. If you are willing to re-invest the money you make it would be an ideal investment.<br />Not, if you are planning on cashing out within a few years. This is definitely a company that can make it through hard times. Your best bet is to leave your money in for retirement. Disney gained 4.5 percent per share in late 2010.<br />On Wallstreet, a thousand dollars worth of stock in 1984 would be worth twenty-eight thousand dollars today. That is a twenty-nine percent annual growth rate. <br />The same amount invested in the S&P would only be worth a little over eighty-seven hundred.<br />
Animal Kingdom<br />Disney said they spent 800 million dollars on building Animal Kingdom that opened in 1998. The park contributed about $150 million in operating income for its first 12 months in business. That would add anywhere from 15 to 20 cents a share for Disney’s earnings in the 12-month period. <br />
Future Market Opportunities<br />The Walt Disney Company is now one of the biggest players in the fast-growing social gaming business. On Tuesday afternoon the company said it had agreed to acquire Playdom–the outfit behind games like Social City, Sorority Life, and Market Street–for up to $763 million.<br />Under the terms of the deal, Disney (DIS) will pay $563.2 million for Playdom up front and an additional $200 million if the social gaming company meets certain unspecified growth thresholds.<br />For Disney–which is looking for a bigger footprint in the gaming space–purchasing Playdom, the No. 4 social gaming company on Facebook (and No. 1 on MySpace), is a quick and easy way to extend its characters and brands to social games, a market that could be worth $1.5 billion within three years. Across all venues, Playdom games draw about 42 million players a month.<br />
Future market opportunities<br />Disney netbook, a "Netpal" for 6-12 year-olds. Made by netbook pioneer Asustek and selling for $350 at Toys "R" Us starting in late July. A version with more storage and a longer battery will go through Amazon.com and other retailers. The widget should go international by the end of the year. It's based on Atom and XP with an 8.9-inch screen, 16GB or 160GB of storage, Wi-Fi, integrated web cam, heavy parental controls and a cutesy user interface.<br />
Future Market opportunities<br />Disney (DIS) and Viacom (VIA) property Nickelodeon are preparing to grab a share of the mobile gaming market. <br />Nickelodeon launched Addicting Games iNetwork, the mobile version of addictinggames.com for the iPhone and iPod. The application is open to third party developers.<br />Disney recently announced it was launching eight mobile games for the iPhone, Android, Blackberry and Java/Brew.<br />Both companies are motivated by what seems to be a booming casual gaming market. <br />
Disney is joining the Cruise Market (2011, 2012)<br />Expansion takes many forms at Disney Parks and Resorts, as Disney Cruise Line prepares to launch two new ships - the Disney Dream and the Disney Fantasy. <br />Disney will be under the Royal Caribbean Umbrella but they already own 2% of the overall market.<br />The Dream’s single biggest innovation is AquaDuck, a new “water coaster” thrill ride that combines all the twists and turns of a roller coaster with the splashing and swift rapids of a water slide. Interior cabins of the Dream will sport amazing “virtual portholes” that allow voyagers to see the action outside the ship, as well as a few beloved Disney characters floating by the window. And the ship will feature restaurants never before seen on a Disney ship, a high-tech teen lounge and state-of-the-art children’s activities facilities.<br />
DISNEY AND SONY DRIVE BLU-RAY 3DTHROUGH U.S. MARKETING INITIATIVE‘ALICE IN WONDERLAND' TO MAKE ITS 3D DEBUT IN THE HOME WITH SELECT SONY 3D PRODUCTS<br />September 7, 2010 -- Recognized entertainment industry leaders, The Walt Disney Studios and Sony Electronics have joined forces in the United States to provide both consumer and retail education, promotion and marketing support for in-home 3D devices and content. The collaboration includes advertising and retail execution, as well as product bundling, including the Blu-ray 3D debut of one of 2010's most successful films, Disney's Alice in Wonderland.<br />Launching during the high-traffic holiday retail season, this innovative campaign, running nationwide in the U.S., incorporates 10 different Sony 3D BRAVIA HDTVs and includes one of the most successful 3D films in history, Disney's Alice in Wonderland. <br />The marketing campaign features multiple consumer incentives as well as a comprehensive television, on-line, social media and print campaign. With the purchase of select Sony's 3D BRAVIA HDTVs, consumers will have a choice between Alice in Wonderland or the family favorite Bolt on Blu-ray 3D. <br />