Case Study (Disney Consumer Products)- Not My Work

Disney Consumer Products: Marketing Nutrition to Children I. Summary of the case A. Executive summary B. The case study overview II. Environmental analysis A. Company's globalization B. Corporate and social responsibility III. Strategies adopted A. Corporate strategy B. Marketing strategy: suitability, positioning, and target market C. The 4 Ps (place, product, price and promotion) IV. Recommendations V. Conclusion
Executive Summary The Walt Disney Company was founded as a cartoon studio by two brothers – Walt and Roy Disney in 1923. Mickey Mouse was the first cartoon with synchronized sound to be produced. In 1954, the company developed its first television program known as The Wonderful World of Disney. The company then expanded into non- film-making business by leveraging on the popularity of the animated film characters and developing amusement parks. Later on the Disney brand spread over numerous products for children including food the production of which requires licensing. The key issues in the Disney case study involve the nutrition levels of the products under the Disney brand and the transition process from a largely confectionery collection of food into a balanced nutritional offering. In solving these issues, I recommend to increase the number of characters in the animated films to avoid the repetition of the products. Again, caution should be taken on the pace of the revolution as competitors may take advantage. In addition, lobbying should be intensified for nutritional laws to be passed by the political class, and, finally, the company should further expand into alternative income generating businesses. Summary of Case Study The case study casts light on the history of Walt Disney Company. The company was formed as a cartoon studio by two brothers – Walt and Roy Disney – in 1923. It influenced the development of the TV industry by presenting such programs as The Wonderful World of Disney and...