Marketing Plan: Walt Disney Company

Marketing Plan: Walt Disney Company

Instructions 

Introduction: Marketing issues identified in assignment1 –Weighting: 5%

  • Based on the current situation of the company that you analyzed in Assignment 1, select and prioritize the issues that the company should address in its new 12-month term marketing plan.

 

Marketing Objectives –Weighting: 20%

  • Based on the selected issues regarding the current situation of the company you have analyzed in Assignment 1, describe how this marketing plan will strategically fit with the organization’s overall business plan. Is there an SBU that the report will focus on?
  • Clearly state up to three objectives for the forthcoming 12 months using S.M.A.R.T goal-setting criteria. Explain how these goals link to the identified issues.

 

Segmentation, Target Market(s) and Positioning-Weighting: 20%

  • State and justify which segment(s) you intend to target and how will you position the product/service for the target market(s)?
    • Outline the segmentation bases that are most feasible to segment the market with homogenous consumer behavior influences, needs, wants, and demands.
    • Develop a target market profile, and determine the type of target marketing strategy to be employed.
    • Determine the positioning strategy, and using a spider graph or positioning map, outline how the SBU will sit in consumers minds compared with their closest competitors

 

Appropriate Marketing Mix –Weighting: 40%

  • On the basis of your knowledge to this point of the marketing mix elements, reflect on the overall approach to the marketing mix.
  • Outline the elements and tools that would be best used and the links and/or independence between the marketing mix elements in your plan.
    • Ensure you apply appropriate marketing concepts and frameworks to demonstrate the development of each P’s strategy.
    • Develop a basic budget and Gantt chart to show the operational tasks of how and when the strategies/tasks will be implemented (these can be included in the Appendix).
    • Attempts should be made to provide KPIs to monitor the performance of each marketing mix element

Answer Preview 

The Disney Company segments its market in four groups after extending and scaling up its production activities (Robb, 2014). Before scaling, the company produced animated films for children. The first segment handles movie production while the second segment adopts the Disney theme, the Disney land. The third segment produces clothing, toys, and other products associated with Walt Disney Company. The fourth segment handles television programs while the last segment focuses on interactive aspects for the company’s virtue activities (Robb, 2014), through the website, social media, and mobile application.

Word Count; 2,400