Shandelyn Ang Zhi Er

F19DM0412
Marketing for Non - Arts Management Students
DAM 2092
7 February 2020
 ANG ZHI ER ​Marketing​ NAFA
(F19DM0412)

Question 1
The Walt Disney Company has been around for 97years and ongoing. The reason I picked
Walt Disney is that I have grown up watching Disney channel. I have been a fan ever since
the 1st show I watched “Snow White and the Seven Dwarfs”. Disney is one of the reasons
why I am pursuing a diploma in screen media. Choosing this company can also help me
understand more about marketing in the media industry and expanding my knowledge.

The Walt Disney Company’s marketing mix is a determinant of the company’s ambitious
achievement in different enterprises. The marketing mix is the set of tactics employed in
expanding the company’s target market: Product, Place, Promotion, and Price. This 4Ps are
based on the work and its subsidiaries that are part of The Walt Disney Company’s
corporate structure. Hence, their marketing mix is intended according to the various needs of
its numerous services in theme parks, hotel resorts, media and entertainment, consumer
products, and retail industries.

Firstly, Product, an article or item that is manufactured or refined for sale. Disney has many
potential products such as Textiles, apparel, and luxury goods. Walt Disney's product targets
various ages​, ​ranging from children to adolescents and even grown-ups. Walt Disney
products are practically for anyone young at heart. For example, a popular product is mickey
mouse. For kids there an educational show called the mickey mouse clubhouse, and For
entertainment, there's a series called mickey mouse with a total of 5 seasons that many
people considered it as part of their childhood.

Secondly, Price, the amount of money expected, required or given in payment for
something. Disney Land's ticket prices were used to be considered affordable for
middle-class people, but now the prices have been increasing until today. Especially, during
the peak period. One reason why does Disney kept on increasing its prices is due to reasons
like they have to cover certain expenses and fight again competitive markets. In many
people's points of view, Walt Disney's pricing is expensive but they are willing to pay the sum
of money. Disney has always been consistent in their work and providing consumers the
best quality. For example, Disney's plus. It is a new entertainment app that Disney just
released three months ago, it provides consumers with full 4k HD viewing of Disney movies,
series and collaborating with HULU and ESPN plus. Disney plus is suitable for all ages and it
is selling at $6.99 per month. Consequently, Good things always come with a price.

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 ANG ZHI ER ​Marketing​ NAFA
(F19DM0412)

In addition, place, it is how the product is bought and where it is bought. This progress can
be done through a mixture of mediators such as distributors, wholesalers, and retailers. For
instance, merchandise items, such as books and magazines, indicates that the company
needs ways that allow for the transport and storage of these products to reach the
customers in the worldwide market. Walt Disney’s product division comprises the following
places: The Movie theaters, Disney stores, Online websites, Mobile apps, Licensees and
other parties. For example, movies are issued within movie theaters and multinational digital
content distribution companies, such as Apple, Netflix, ESPN and many more.

Last but not least, Promotion, is applied to notify or convince target audiences of a product,
service or branding. The purposes of Promotion aims to enhance recognition, build curiosity,
produce sales or create brand loyalty. Walt Disney uses various strategies to approach
different products. Disney’s marketing advice mix includes the following maneuverings and
tactics such as Advertising, Direct selling, Sponsorship, Sales promotion, and Public
relations. Advertising is a traditional strategy for Disney’s marketing effectiveness. For
example, Walt Disney uses posters and display in their movies, parks, and resorts to
advertise for certain upcoming events or occasions.

http://panmore.com/walt-disney-company-marketing-mix-4ps-analysis

https://www.investopedia.com/terms/f/four-ps.asp

Question 2
Microenvironment refers to the environment that is directly in the marketing industry and can
directly impact the regular business enterprises. It is connected to a small area in which the
firm works. Microenvironment consists of the actors close to the company that alters its
strength to assist its patron the company, suppliers, marketing mediators, customer markets,
competitors, and society.

The company, Walt Disney's marketing management takes other departments into account
when designing marketing plans, such as management, Finance, R&D, Purchasing,
Operations, and Accounting. Marketers must foster camaraderie with other departments, to
gain consumers' value and relationship. For example, Walt Disney can't randomly set a price
for a product, it has to go through the different departments to be approved before displaying
it for purchases. Thus, the company needs various departments to make sure everything is
on the right track.

Next, Suppliers, provide the resources to produce goods and services for the company. If
there's a supplier, there's a buyer. In this cased Walt Disney is the buyer. Walt Disney has
many suppliers such as Point.360, Globant and National Basketball Association. For
instance, In 2014, the National Basketball Association renewed its broadcasting contracts
with ESPN and Turner Network Television, valued at $2.66 billion per year starting with the
2016-2017 season. This deal gives ESPN further rights through the 2024-2025 season to
television, digital and audio traits, and up to 44 postseason games, including the conference

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 ANG ZHI ER ​Marketing​ NAFA
(F19DM0412)

finals. Hence, Walt Disney treats their suppliers as partners to provide customer value to
consumers.

Marketing intermediaries are firms that help the company to promote, sell, and distribute its
goods to final buyers. The intermediary either directly undertakes the marketing and sales
operation or assists to establish buyer-seller relations by assisting as a connection between
the manufacturer and the retailer. In creating value for consumers, Walt Disney's marketers
must partner with other departments in the company's value delivery network. For example,
Walt Disney won't be selling high end, good quality products if it won't for its suppliers
providing quality parts and its dealer's negotiation that provided high sales and service
quality.

Competitors of Walt Disney such as Time Warner, 21st Century Fox, Sony, and Comcast.
Walt Disney
must attain strategic advantage by positioning their contributions strongly toward
competitors’ offerings in the minds of consumers.

Lastly, the Publics in Walt Disney. The public is any group that has an actual or potential
interest in or impacts an organization's ability to achieve its objectives in Financial, Media,
government, citizen-action, local, general and internal publics.
The Financial Publics convince Walt Disney"s capability to obtain funds. For example, The
Vanguard Group, Inc is one of the best stockholders to finance Walt Disney. The media
publics carries news, highlights, and editorial opinions, delivering them to customers. They
cover radio Disney, Disney channels and Walt Disney World Magazine. Government publics
is which Management must take government progress into account. According to Walt
Disney, they are not run or owned by the government. Citizen-action publics is when Walt
Disney’s marketing choices may be challenged by consumer groups, environmental groups,
minority groups, and others. Walt Disney wants to meet the demands of everyone, They
solely focuses on the environment, society, and work standards while focusing heavily on
volunteerism. Their goal is to advantage everyone while making the company an excellent
place to work at. Local publics involve community residents and community groups. For
example, Singapore, From 6 August to 8 September, The Walt Disney Company Singapore
and Frasers Property Singapore are inviting shoppers to explore the wonders of the Little
Red Dot within the eyes of Disney’s Mickey Mouse & Friends. There will also be a fusion
between Kopitiam and Disney characters. Walt Disney demands to be concerned about the
general public’s attitude toward its merchandise and activities. Walt Disney has always been
catering to the general public of all ages, making sure everything suits the general likings
and constantly asking for their feedback. Internal publics involve workers, managers,
volunteers, and the board of directors.

https://www.investopedia.com/articles/markets/050916/disney-stock-analyzing-5-key-supplie
rs-dis.asp

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 ANG ZHI ER ​Marketing​ NAFA
(F19DM0412)

https://money.cnn.com/quote/shareholders/shareholders.html?symb=DIS&subView=institutio
nal

https://www.popularmechanics.com/technology/infrastructure/a15155208/disney-world-gover
nment/

https://www.frasersproperty.com/the-library/sg/2019/august/jalan-jalan-with-mickey-and-frien
ds-at-the-malls-of-frasers-property

Question 3

SWOT: The Walt Disney Company

Strengths Weaknesses

- Strengths are internal capabilities - Weaknesses are internal elements

that help Disney reach its goal. that may meddle with a company’s
ability to achieve its goals.
1. Well recognized brand,
globally 1. Limitation of manufacturing
2. Proficient team 2. Narrow distribution filed
3. Reliable 3. Limited innovation
4. Produces good quality 4. The high cost of the product
product and contents 5. Vulnerable to competitors
5. Large cash flow

Opportunities Threats

- Opportunities are external factors - Threats are current emerging

that Disney may be able to utilize to external elements that could
its advantage. potentially challenge a company’s
performance.
1. Potential growth in other
markets 1. An increasing amount of
2. Technological advancement competition
3. Changes in consumers 2. Products can reach
preference saturation without innovation
4. Building a more eco-friendly 3. Financial Recession
image 4. Negative publicity due to
5. Movie production unforeseen circumstances
5. Change in consumers
preference