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 upto-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 h t t p : / / d e m c . c o m / a r t m a n / p u b l i s h / a r t i c l e _ 1 3 0 . s h t m l
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
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