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    Assignment 7-Application of Concepts: Company: Disney

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    Parth Bathla
    Disney is an American entertainment company founded in 1923 that has diversified from animation to include theme parks, films, TV networks and consumer products. It differentiates itself through innovation and quality, such as being the first to popularize animated cartoons and use voice overs. Disney focuses on product development and market penetration for growth more than competitors through new offerings and aggressive advertising to increase sales globally.

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    Assignment 7-Application of Concepts: Company: Disney

    Uploaded by

    Parth Bathla
    49 views2 pages
    Disney is an American entertainment company founded in 1923 that has diversified from animation to include theme parks, films, TV networks and consumer products. It differentiates itself through innovation and quality, such as being the first to popularize animated cartoons and use voice overs. Disney focuses on product development and market penetration for growth more than competitors through new offerings and aggressive advertising to increase sales globally.

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    Assignment 7

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    Disney is an American entertainment company founded in 1923 that has diversified from animation to include theme parks, films, TV networks and consumer products. It differentiates itself through innovation and quality, such as being the first to popularize animated cartoons and use voice overs. Disney focuses on product development and market penetration for growth more than competitors through new offerings and aggressive advertising to increase sales globally.

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    © All Rights Reserved
    Download as PDF, TXT or read online from Scribd
    Download as pdf or txt
    49 views2 pages

    Assignment 7-Application of Concepts: Company: Disney

    Uploaded by

    Parth Bathla
    Disney is an American entertainment company founded in 1923 that has diversified from animation to include theme parks, films, TV networks and consumer products. It differentiates itself through innovation and quality, such as being the first to popularize animated cartoons and use voice overs. Disney focuses on product development and market penetration for growth more than competitors through new offerings and aggressive advertising to increase sales globally.

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    Assignment 7- Application of Concepts

    Company: Disney
    Disney is an American entertainment company that was founded in the year 1923 and has
    its headquarters in California. After inception, the company grew to be the best in the
    animation industry but later diversified to theme parks, live-action films, online media, music,
    theatre, radio, publishing etc.

    It made its name through Walt Disney Studios which is currently the best and largest studio
    in US Cinema. Its other divisions include Disney Media Networks, Interactive media, Disney
    resorts/parks and Consumer products. Additionally, it operates the ABC TV network, Cable
    TV channels e.g., ESPN, Disney channel etc.

    Innovation
    Well, where do I begin? I will start off by with one of its earliest innovations which people
    may have forgotten animation. There weren't a lot of animated cartoons in the 20s and Disney
    was the first to popularize the concept with

    The next Innovation was voice over Disney have produced Snow White and the Seven
    Dwarfs. That was the first animated film to feature voice over work. This helped Disney to
    win several awards and helped show white become a blockbuster.

    Disney is also known for its legendary customer service. Even just calling one of their
    customer service reps and when asked to spell something, they will say the letter followed by
    a Disney character place or thing. This is a small sample.

    Some of the competitors of Disney are:


    1. Time Warner Inc.
    2. Fox
    3. Comcast
    4. Sony

    How it is different from its competitors?


    Disney uses product differentiation as its generic strategy for competitive advantage.
    Michael Porter’s model states that this strategy involves unique products offered to many
    market segments. For example, the corporation offers its entertainment products to practically
    every person in the world, especially with the core emphasis on family-oriented
    programming. In this generic competitive strategy, quality and uniqueness through
    innovation differentiate the company’s products from competitors.
    The subsidiary Walt Disney Imagineering Research & Development, Inc. has dedicated teams
    to ensure the uniqueness of entertainment experiences in the company’s theme parks and
    resorts.

    What is it doing that its competitors are even thinking of doing?


    Product Development (Primary). Product development is The Walt Disney Company’s
    primary intensive growth strategy. This strategy involves offering new products in the
    company’s current or existing markets. For example, the company releases new movies with
    corresponding merchandise to generate more profits from its target customers worldwide.

    Market Penetration (Secondary). The Walt Disney Company achieves growth partly
    through market penetration. As a secondary intensive strategy, market penetration enables
    growth by increasing sales of existing products in the company’s current markets. For
    example, one of the corporation’s strategic objectives is to use aggressive advertising to
    increase its revenues from products released in the global entertainment industry.

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