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The Walt Disney Company

Essay by   •  February 20, 2016  •  Case Study  •  814 Words (4 Pages)  •  793 Views

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What type of Industry is it?

The Walt Disney Company's objective is to be one of the world's leading producers

and providers of entertainment and information, using its portfolio of brands to differentiate its

content, services and consumer products

*Entertainment

Geographic

Demographic

Psychographic

Disney has 3 target markets geographic, demographic, and psychographic.

Geographic: refers to location. Disneyland and Disney world are located in tourist regions where the amusement parks attract attention.

Demographic: refers to age, gender, income, etc, determines who to target in form of chain stores, amusement, products. Disney targets adolescents and children in terms of entertainment as in cartoons and characters.

Psychographic: helps Disney determine personality and motives that drive customers to consume their product/ service.

Generate to who & how the goods and services will apply to

Product

Movies

Television Shows

A

M

U

S

E

M

E

N

T

P

a

r

k

s

Apparel & Accessories

Disney's

4

P

'

s

Disney's main pricing strategy would be

market- skimming

because the brand of Disney is seen as quality, which also falls into

psychological pricing

. The price on Disney products is used to emphasize the superiority of the brand and differentiates it from its competitors.

The monarch of this magic kingdom is no man but a mouse: Mickey Mouse. The Walt Disney Company is the world's largest media conglomerate, with assets encompassing movies, television, publishing, and theme parks. Its Disney/ABC Television Group includes the ABC television network and 10 broadcast stations, as well as a portfolio of cable networks including ABC Family, Disney Channel, and ESPN (80%-owned). Walt Disney Studios produces films through imprints Walt Disney Pictures, Disney Animation, and Pixar. It also owns Marvel Entertainment and Lucasfilm, two extremely successful film producers. In addition, Walt Disney Parks and Resorts runs its popular theme parks including Walt Disney World and Disneyland

(The Walt Disney, n.d.)

.

What is the Walt Disney Co.?

Geographic segmentation is used for the locations of Disney theme parks & relates to good climate & market size within the region

Ex

:

Disneyland is located in Anaheim near by Los Angeles which is commonly visited by tourists.

Demographic segmentation refers to the age, gender, background target market. In Disney's case it targets children, teens, & adults.

There is entertainment developed for children like playhouse and amusement developed

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