GLOBSYN BUSINESS SCHOOL

ASSIGNMENT ON
MARKETING MANAGEMENT – II
ABOUT
BCG MATRIX OF WALT DISNEY
SUBMITTED TO:
PROF. MAHENDRA PRATAP SINGH
SUBMITTED BY:
MAINAKYA BANERJEE
ENROLLMENT NO. 30168100
SEMESTER-II
• SECTION-C
 INTRODUCTION

• The global movies and entertainment market size was valued at USD 90.92 billion in 2021
and is expected to expand at a compound annual growth rate (CAGR) of 7.2% from 2022
to 2030.
• Changing consumption pattern, a rise in disposable incomes, and the propensity to spend
on leisure and entertainment is driving the market growth.
 CONCEPT OF BCG MATRIX
• BCG matrix or Boston Consulting Group
growth-share matrix is a model for evaluating
business units and product lines.
• BCG matrix also allows businesses to
determine new opportunities for growth and
make decisions about their future
investments. 
• BCG matrix consists of four quadrants with a
market share on the x-axis and a market
growth rate on the y-axis.
• The model divides products into four
categories: dogs, cash cows, question marks,
and stars.
OVERVIEW OF WALT DISNEY COMPANY
• The Walt Disney Company, commonly
known as Disney is an American
multinational, mass media and
entertainment conglomerate that is
headquartered at the Walt Disney
Studios complex in Burbank,
California.
• The company is known for its film-
studio division Walt Disney Studios,
cable television networks, theme
parks, restaurants and cruise lines
• It initially operated under the name
Walt Disney Studio and Walt Disney
Productions before changing to The
Walt Disney Company in 1986.
 WALT DISNEY BCG MATRIX

• Stars are products or units with a

high market share that bring the
most profit to the company.
• Stars have significant growth
potential that might be used to
increase the operating income in
the future. Thus, the fundamental
component of BCG’s strategy is to
invest in stars.

Walt Disney Studios falls under the stars category as it accounts for 25.5% of the
total box office market share in the U.S. and requires further investment to
maintain its position.
 WALT DISNEY BCG MATRIX

• Question marks, sometimes called

problem children or wild dogs, are
products or business units with a
low market share that operate in a
high-growth market. 
• As a result, these products often
demand significant financial
resources to increase their market
share.

Disney’s Media and Entertainment segment, which includes ABC, The Disney Channel,
Disney+, ESPN, and Hulu, belongs to the question marks category. Although this asset
provides about half of the company’s total profit, it operates in a giant market with a
relatively small market share.
 WALT DISNEY BCG MATRIX

• Cash cows are products or business

units with high market share but low
market growth.
• These products are market leaders that
produce higher revenue than they
require to keep the business operating.

Disney’s theme parks in California, Orlando, Hawaii, Hong Kong, Paris, and
Shanghai are the company’s cash cows. The organization constantly adds new
attractions to the parks, so they maintain a leading position in the mature market.
 WALT DISNEY BCG MATRIX

• Dogs, also known as pets, are business

units or products with a low market share
and at a low rate of growth.
• Products that fall into this category show
poor performance and are at the end of
their lifecycle.
• Products in the dogs quadrant are typically
seen as cash traps since companies have
capital invested in them while generating
little or no revenue. 

Due to its slow growth and low market share, the Walt Disney Company's
Consumer Products division can be placed in the dogs quadrant. This segment
has dramatically suffered during the COVID pandemic, at least 60 stores in
North America in 2021 were closed
 CONCLUSION

• It can be concluded that Walt Disney Company is

earning more revenue through their star and question
mark products
• The company needs to eliminate the dog products
from the portfolio and do not invest any more money
• Walt Disney has to focus on cash cow products so as
to continue to generate consistent cash flow
THANK YOU