Department of Organization Strategy and Leadership

Term Paper

On

Case 1 and case 2

Course Name: Business Anthropology

Course code : OSL 106

Submitted To,
Sharmeen Akter
Lecturer
Department of Organization Strategy
and Leadership

Submitted by
Nazmul Alam
IS: SM-09799
1st year, 3rd batch
Department of Organization
Strategy and Leadership
Case Study

Question of the case:

What does Disney do best to connect with its core consumers?

What are the risks and benefits of expanding the Disney brand in new ways?

CASE OVERVIEW

COMPANY OVERVIEW :

• Founded by Walt Disney and Roy Disney

• Founded by 1923
• Began as a cartoon studio and struggled for two long decades
• Its first full length animated film : Snow white and seven Dwarfs

COMPETITIVE ADVANTAGES :

• Upgrade its techniques

• Use podcasts that are a popular tool
• Not only develops its outlets but also it always try to add on new products and service.
Analysis:
OPPORTUNIES:
Growth in various industries
Growth of developing market
Technological innovation
Streangth
Grand portfolio of popular
SWOT
products
Popular cooperative brand`
Disney now consists of five business segment:
THREATS:
Competition digital
content piracy
technology disruption
Weakness
Limited innovation
Limited expansion
Limited diversification
DISNEY….

Disney do best to connect with its core consumers:

 Disney always eager to absorb the new blood and so it looks for expansion of its market.
 It always seen that core customers of Disney are children’s and families.
 Disney has already establish its own channels and movies.
 It promotes customer engagement with an emphasis on meeting the customer’s needs at a time
and in a manner preferred by the customer.
 Broad range of business and vivid spectrum of concepts in their shows catering to the needs and
desires of a large audience base
 Employees are trained to be assertively friendly and try to win hearts of guest.
 Disney use technology to ensure that a customer’s experience is consistent across every
platform.
 The parks and resorts are maintained so well that it is difficult to find a bit of garbage anywhere.

Ricks and benefits of expanding the Disney brand :

Benefits:

The major benefits of the expansion mass coverage.

Strong brand image.
Increase in profit margins.
Gain trust of its customers in the field of entertainment.
It should move ahead and expand in the new sectors like clothing , cups and
decoration
 Increase market coverage
Brings new consumers into the brand franchise.
Makes acceptance of new product easy.

Ricks:

 Company has nothing new to target older audience as the people of this age
group has both purchasing power as well as leisure time to spend so ignoring
this audience group will be great loss for the company.
 High competition
 Product has to have a high perceive value, else it will fail.
 There is also a risk of alienating its core customers in this process.
 An unexpected failure of the product can lead to the tarnishing of the image of
Disney.
 Case 2
The founder Kampard of IKEA’s vision is to create a better everyday life for many people. Some of the
things IKEA is doing right to reach consumer market are;

Shopping at IKEA is different than shopping at other furniture store t, and it makes IKEA’S model a unit
experience for its consumers. When a consumer walks through an IKEA store, different experience then
most other retailers.
The brands that everyone knows are the ones that have very clear identity. IKEA is one of these brand.
They are focusing on products and price elements of the marketing mix. Specially IKEA attempts to offer
greatest range of products for the lower cost.
IKEA integrating several channels of marketing communication services print and media advertising ,
sales promotion, events and experiences and direct marketing.
They receive a high level of success by offering unique value proposition to consumer services leading a
Scandinavian design at extremely low prices. The company is able to offer such low prices in fat because
most items come boxed and acquired the consumer to completely assemble them at home. This
strategy results in C for an easier transportation as well as more efficient use of store and self space.
The stores of IIT are located a good distance from most city centres which helps keep plane low cost
down and taxes low today IKEA a works with approximately 1300 suppliers from 53 countries.
IKEA achieved this level of success by offering a value proposition to consumers: leading edge
Scandinavian design at extremely low prices. They use unusual Swedish product names such as Kippan
loveseats, Billy bookcases and Lake side table etc. Because the founder believe that it is easier to
remember products name. That is one od the ways to enlarge the value proposition.
To create a better everyday life for the many people and their demand or interests. They adhere to this
philosophy by reducing prices across its products annually and they source their products from multiple
companies all over the world that ensure the lowest price possible and saving that are pass to the
consumers.
The another strategy that resemble al large box with few windows and doors are painted bright and
yellow for example. The door is designed in a one way format, they can grab a shopping cart. These
strategies created different experience, consumer face when they visit the stores.
The pros and cons of these strategies are:

Pros
• It is a low cost concept keeps its ahead of its competitors.
• It has successfully combined low cost with high quality.
• It is family oriented and affordable for everyone.
• Its ability to adapt its product design according to the market.
• A key features of IKEA’S furniture is self assembly.

Cons

• Lack of product innovation and the design doesn’t appeal to everyone.

• Changing social trend can hinder the growth of sales of IKEA.
• Research and development incur high cost etc.