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Strategic marketing analysis of Walt Disney’s Parks and by Isabelle Köhler PDF

By Isabelle Köhler

Seminar paper from the 12 months 2013 within the topic company economics - advertising, company conversation, CRM, marketplace learn, Social Media, grade: 1,0, San Diego nation collage (College of industrial Administration), language: English, summary: The Walt Disney corporation is without doubt one of the greatest media and leisure organisations around the world. It used to be based through Walt Disney in October 1923 beginning with the creation of a sequence of Alice Comedies. the 1st Mickey Mouse sketch used to be then published in 1928 (The Walt Disney corporation, 2013a).
Today the corporate operates in 5 company segments: media networks, studio leisure, client items, interactive media and parks and motels (The Walt Disney corporation, 2013b): the Media Networks include broadcast, cable, radio, publishing and electronic companies throughout divisions – the Disney/ABC tv staff and ESPN Inc. Disney Studios contain Walt Disney Animation Studios and Pixar Animation Studios, Disneynature, surprise Studios, Lucasfilm and Touchstone photographs. additionally they personal song labels and theatrical teams generating Broadway exhibits like ‘The Lion King’ or ‘Disney on Ice’. Disney purchaser items is the realm biggest licensor and grants toys, clothing and books. They function 350 Disney retail shops around the globe. The company phase Interactive Media creates leisure for electronic media systems like video games. eventually, the phase parks and inns contains 5 holiday locations with eleven subject matter parks and forty four hotels in North the United States, Europe and Asia, with a 6th vacation spot at the moment lower than building in Shanghai. in addition they have 4 Disney Cruise Line ships; 12 Disney holiday golf equipment coming near near a complete of 200,000 member households; and Adventures through Disney, which gives guided relations holiday studies to worldwide locations.
In 2013, Disney earned sales of $45,041 million which represents a rise of seven% in comparison to 2012. the web source of revenue won eight% to $6,136 million and the profits in step with proportion for the 12 months 2013 elevated eight% to $3.38 (The Walt Disney corporation, 2013c, p.1). Its gains quantity to $5.6 billion and the industry cap is $103.96 billion which makes the corporate very useful. in the interim Disney has nearly 166,000 staff all over the world (Forbes, 2013). The parks and motels section was once one of many major development drivers in 2013: they contributed greater than 31% ($14.1 billion) to the general corporation sales and 21% to the phase working source of revenue. (...) for this reason, the parks and lodges play a vital position within the company's model portfolio. The paper will as a result specialise in this enterprise segment.

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