Marketing Audit

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Walt Disney Corporation
Marketing Audit

Max McKay
Sabrina Coady
Henrik Oiseth

Principles of Marketing 308
Professor Simpson
November 14, 2006

Walt Disney Corporation

Founded in 1923, the Walt Disney Company has predicated itself as the world’s best in the family entertainment business. After 80 years in the business, who could argue with that statement? Today, Walt Disney Corporation dominates the market of family entertainment. An unparalleled experience is the direct affect of superior quality, innovative content, and brilliant storytelling. To capture such a highly diverse market, Walt Disney has divided itself into four main business segments: Studio Entertainment, Parks and Resorts, Consumer Products, and Media
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Current stock prices are hovering around $30 per share (“The Walt Disney Company,”1996). Walt Disney Corporation can contribute much of its success to a large number of resources, superior experience, and its low-cost strategy. The company has developed a well -known brand name that has lead to high brand loyalty. This has given the organization the ability to adapt when product line sales decrease. At the same time, financial stability has allowed Walt Disney Corporation to extend its product line and services into home video, film, merchandise, radio broadcasting, network television, and theme parks (“The Walt Disney Company,”1996). As product line sales declined in the US, Disney has effectively expanded its operations to Japan and Europe. Overall, financial stability is one of Walt Disney’s primary internal strengths, giving the firm flexibility to submerge into a variety of different markets and expand operations globally. Innovative thinking by Disney employees has been critical to the company’s success. Employees have highly contributed to several box office hits in Disney productions. Creative and unique ideas this firm continually produces has overshadowed much of the competition. In an industry where extreme amounts of capital investments are required for new market entrants, Walt Disney has intimidated many new market entrants by dominating the market of entertainment. Much of

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