Business and marketing (Unit 3 case study)

Business and marketing
Name
Institution
Business and marketing
This paper analyzes the marketing strategy of Disney Company.
Disney Company is a renowned company in the entertainment arena. Having been found in 1923 by two brothers Walt Disney and Roy Disney, Disney Company originally provided family based entertainment in form of cartoons (Disney Press, 2012). However, the company has been forced to diversify its brands so as to stay relevant and current and at the same time keep its heritage and its core brand values.
What does Disney do best to connect with its core consumers?
The company has implemented several strategies to connect with its core consumers. This has been achieved by launching other brands such as Touchstone Pictures, Touchstone Television and Disney channel (New York Times Press, 2009). On top of that, the company featured classic films during “The Disney Sunday Night Movie and sold classic Disney films on video at very affordable prices in order to reach a whole new generation of children” (New York Times Press, 2009, p.1). Disney Company has also ventured into publishing, international theme parks, and theatrical productions that continue to reach out to a variety of audiences around the globe. At the moment, this company has five business segments. The first one is the Walt Disney Studios; this business segment is involved in the creation of films, recording of labels, and theatrical performances. The second business segment is Parks and Resorts; this business segment is concerned with Disney’s 11 theme parks, travel related assets, and cruise lines. The third business segment is Disney Consumer Products; this segment sells all Disney branded products. The fourth business segment is the interactive media. The final business segment is Media Networks; this segment includes Disney’s Television networks such as ABC, ESPN, and the Disney Channel. Furthermore, Disney use new uses emerging tec...