Few companies have been able to connect with their audience as well as Disney has. From its founding by brothers Walt and Roy Disney in 1923, the Disney brand has always been synonymous with trust, fun, and quality entertainment for the entire family. Walt Disney was interested in bringing laughter to people. The Walt Disney Company has grown into the worldwide phenomenon that today includes theme parks, feature films, television networks, theatre productions, consumer products, and a growing online presence. In its first two decades,
however, it was a struggling cartoon studio that introduced the world to Mickey Mouse, who went on to become its most famous character. Few believed in Disney’s vision at the time, but he smashing success of cartoons with sound and of the first full-length animated film, Snow White and the Seven Dwarfs, in 1937 led to other animated classics throughout the 1940s, 1950s, and 1960s, including Pinocchio, Bambi, Cinderella, and Peter Pan, live-action films such as Mary Poppins and the Love Bug, and television series like Davy Crockett. When Walt Disney died in 1966, he was considered the best-known person in the world. He had expanded the Disney brand into film, television, consumer products, and Disneyland in southern California, the company’s first theme park. After Walt’s death, Roy Disney took over as CEO and realized his brother’s dream of opening the 24,000 acre Walt Disney World theme park in Florida, Roy died in 1971, and the company stumbled for several years without the leadership of its two founding brothers. It wasn’t until the late 1980s that the company reconnected with its audience and restored trust and interest in the Disney brand. It all started with the release of the Little Mermaid, which turned an old fairy tales into a magical animated Broadway-style movie that won two Oscars. Between the late 1980s and 2000, Disney entered an era known as the Disney Renaissance as it released groundbreaking animated films such as Beauty and the Beast (1991), Aladdin (1992), The Lion King (1994), Toy Story (with Pixar, 1995), and Mulan (1998). In addition, the company thought of creative new ways to target its core family-oriented consumers as well as expand into new areas to reach an older audience. It launched the Disney Channel, Touchstone Pictures, and Touchstone Television. Disney featured classic films during the Disney Sunday Night Movie and sold its classic films on video at extremely low prices, reaching a whole new generation of children. It tapped into publishing, International theme parks, and theatrical productions that helped reach a variety of audiences around the world.
1) A brief background of the organization.
2) The current marketing conditions of the organization.
3) The marketing position of the organization.
4) Its target market and the bases of segmentation.
5) Identify and explain the key issues of the case study, with respect to marketing principles and practices. Analyse the practices represented in the case study (do they represent best practice or problems?), using marketing theories as a base for your argument/discussion.
6) Based on your understanding of the theories, make specific recommendations for further development of the organisation studied.
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