Market Strategy

Specific target markets are a key to having an acceptable marketing plan. Walt Disney

Company originally aimed to market children 12 and under. After a few years, Disney decided

that decision makers for these children were just as important to market because without their

approval there would be no success. They approach their marketing strategy by believing the

decision makers for children know what is best for their family. Walt Disney Company wants

to make families feel comfortable with the way they deliver their market messages. When

marketing and advertising to children, Disney tries not to be deceptive, inappropriate, unfair, or

exploitative in any way. The company has guidelines that address: appropriateness of products

and services being advertised, accuracy of descriptions of features and benefits, and fairness of

tactics given child’s age ad maturity (“The walt disney,” 2008).

A strong marketing strategy used by Disney is they try to sell more products to already

existing customers. For example, during trams, monorails, trains, and boats there are always

marketing announcements. (Drew, 2006) This allows the company to get the current customers

attention to go to other attractions, stay longer, visit other parks, or stay at their resorts. Current

customers are the easiest customers to sell to because they are already at their designation and

are prepared to spend money.

Disney is a strong believer in advertising because they feel it’s a key strategy to their

success. The company has a marketing budget and plan designed to constantly keep the Disney

message in front of people throughout the world. For instance, Disney has TV ads, print

publications, postings on the internet, and direct mail pieces (Drew, 2006). Disney sticks out as

a national place for vacation because Disney stays on top of promotions and is ahead of other

competitors in the advertising segment of the industry. Walt Disney Company is always trying to find a new market to move to. They are constantly trying to grow, build, expand, and improve products and services throughout the company (Drew, 2006). The company is constantly updating older products to always have up- to-date products for their customers. The improvements get customers to want to still buy products and revisit Disney attractions. Walt Disney Company tries to create new, unique products (movies, rides, toys, dolls) to attract customers.

The Walt Disney Company likes to know trends in their park and resort attendances, product purchases, and attractions. The company prepares for certain levels of attendance and products being bought by looking at trends. The trends are important but even with knowing the trends they continue to run promotions to continuously increase sales and profits. Disney allows bands, cheerleaders, dancers all opportunities to come and perform at their parks (Drew,

2006). Disney allows these groups to perform at the part to help the company’s reputation and show that they care about the community.

Disney knows that global business is a key factor to the success of the company. They have teams dedicated to managing global marketing and promotional practices. Walt Disney

Company has begun offering their products to marketplaces outside the United States. They developed country specific theme parks and delivered them to each specific country including

Tokyo, Paris, and Hong Kong (“The walt disney,” 2008). According to Advertising Age,

Disney "is uniquely positioned to fulfill virtually any marketing option, on any scale, almost anywhere in the world." (McChesney, 1997) Disney has begun expanding overseas through joint ventures with local firms and acquisitions. They want to continue to increase the share of revenues they get from overseas. Walt Disney Company is a global powerhouse and can continue to grow with new and improved strategies. Drew, Abbie. (2006). Starting a business. 5 Secrets to Walt Disney World’s Success,

Retrieved from http://de mc .co m/ art ma n/pub lish/art icl e_130.shtml

McChesney, Robert. (1997). The global media giants. We are the World, Retrieved from http://www.fair.org/index.php?page=1406

The walt disney company: 2008 corporate responsibility report. (2008). Marketing

Practices, Retrieved from http://disney.go.com/crreport/childrenandfamily/partneringwithparents/marketingpractices.htm l