case study disney the happiest brand on earth

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Case Study—Disney: The Happiest Brand on Earth

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This chapter presents findings from focus groups and a pilot study examining employment issues with UNITE HERE Local 362, the largest union representing Disney employees. This union represents theme park and hotel employees working within the theme park. The experience of the worker is explored relative to the HR practices employed by Disney. The brand, culture, and other organizational variables are examined as ways of understanding the experience of the worker. Through the focus groups and interviews with theme park employees and union representatives, a number of themes have emerged including working conditions, immigration, diversity, wage equality, emotional labour and careers. While many employees are motivated by the desire to create magical experiences for the customer, the day to day experience of the worker is sometimes discrepant.

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Table of Contents

• Contributors
• Acknowledgements
• Chapter 1: Human resource management in the hospitality and tourism sector
• Chapter 2: The changing tourism and hospitality context: implications for human resource management in an age of disruption and growth
• Chapter 3: A motivated workforce: the shifting factors that drive people to work in the hospitality industry
• Chapter 4: The talent agenda in hospitality and tourism
• Chapter 5: How to develop hotel brand internalization among hotel employees
• Chapter 6: Leadership in hospitality organizations: achieving competitive advantage
• Chapter 7: Evolving conceptions of talent management: a roadmap for hospitality and tourism
• Chapter 8: Jobs for the girls? Women’s employment and career progression in the hospitality industry
• Chapter 9: Ageism and age discrimination in hospitality employment: issues, challenges and remedies
• Chapter 10: Advancing engagement: debates in the field and proposed directions for hospitality and tourism research and practice
• Chapter 11: Synopses of empirical studies on engagement in hospitality and tourism research
• Chapter 12: Security and safety: an internal customer perspective
• Chapter 13: Gender differences in burnout perceptions: the case of hotel employees
• Chapter 14: Diversity training in the hospitality and tourism industry
• Chapter 15: The happiest place on earth? A case study of the Disney World employment experience
• Chapter 16: Benefits of workplace learning in hospitality organizations
• Chapter 17: The benefits of high performance human resource practices in the implementation of an artistic strategy in the hotel industry
• Operations Management

• [66.249.64.20|185.80.149.115]
• 185.80.149.115

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Disney The Happiest Brand On Earth Case Study Example

Type of paper: Case Study

Topic: Business , Market , Products , Disney , Brand , Strategy , Sports , Marketing

Words: 1200

Published: 12/16/2019

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Situational Analysis

Undeniably, Disney is, by far, the largest conglomerate in the world entertainment industry. Disney has four operational divisions comprising of Disney parks and resorts, Disney studios, Media Networks, and Disney consumer products. Branding to Disney entails the promise consumers place on Disney products. Arguing that people go to Disney because their slogan says, “the Happiest Place on Earth,” will be misinformation but rather people go to Disney because of their feelings and priori regarding Disney. Therefore, the brand drives Disney’s business. Due to its reputation, any item sold under the Disney brand is sure to become a hit and generate sales. This is evidenced from the case study with the release of the hit movie Cars. Other than generating $500 million in sales world, other Cars merchandise generated upwards of $2 billion in sales in addition to opening up avenues for other franchising opportunities such as TV series, Games, and Cars land among others.

Other than the Cars, Disney is also associated with other award winning movies such as the Pirates of the Caribbean, Toy Story, Happy Montana, and High School Musicals. From the case study, it is evident that the business model for Disney is franchising. For instance, the television broadcast platform comprises of ESPN, Playhouse Disney, Disney Channel, and Disney XD while the consumer division has Hollywood Records music label, theme Parks, and Disney Publishing arm. The CEO, Bob Iger, has used the franchising strategy to open up more opportunities for Disney provided they fit into Disney’s brand and more opportunities are still to be exploited.

SWOT Analysis

The internal strengths and external opportunities are important aspects that guide Disney into achieving sustainable competitive advantage. Particularly, the use of the cross-franchising platform ensures that Disney capitalizes on the strengths and opportunities while minimizing on the weaknesses and threats. This can be represented below.

A strong brand image.

The franchising model and well established Disney studios. The cross-franchising model enables Disney to venture into different operating divisions and markets thereby generating huge sales and minimizing risks due to diversification.

Expansive product portfolio and product differentiation enables Disney to stay ahead of its competitors in different operating segments.

Strong product performance from different operating divisions.

Exceptional and excellent leadership from Bob Iger.

Large investments could mean high risks.

The nature of business operations translates to high operating costs.

Few attractions in theme parks despite the high investment costs.

Focusing on only family friendly programs makes Disney less willing to venture into other broad markets.

Opportunities

Expansion into emerging market economies and developing markets in untapped countries.

The ability to move into different market segments.

Capitalize on the franchising model and develop more attraction sites.

The Disney music channel is yet to reach its full potential.

Intense competition in the media industry.

Dependency on the franchising strategy might fail to deliver in future.

Lack of willingness to venture into broader markets that satisfy the Disney brand.

Monotony in sticking to only family friendly focused programs.

Problem Statement

Although Disney continues to provide exciting programs and products using the franchising model, its product portfolio largely is focused on the family-friendly markets thereby limiting its growth opportunities. The Disney brand is still open for a broad range of opportunities, and it is subject to face challenges if it fails to capitalize on the opportunities. Based on the situation analysis of Disney, coupled with the analysis of the strengths and weaknesses, the following alternatives can enhance the competitive advantage of Disney.

Capitalize on the franchising strategy

Largely, Disney’s turn around and successes can be attributed to the franchising strategy adopted by the CEO, Bob Iger. The major component of this strategy is the identification of a successful product within the product portfolio and using its successes to market other products. Adoption of this strategy in new venture activities can enable the company to capitalize on existing and emerging opportunities in diverse markets.

the strategy has worked in several products from different operating divisions availability of room for expansion assists in brand refocus

might fail to work in international markets and other expansion initiatives high dependency on successful products Expand the Sports-based program (ESPN Sports programing)

Expending on the current sports broadcasting through the creation of an independent sports program under ESPN can enable Disney to access greater market opportunities. This is in part due to the expanding sports market across the globe and as well, the massive advertisement deals that can be generated from advertising sports activities.

Disney will be able to leverage on the growing sports market Enables Disney to diversify from the family based style Enable Disney to have an independent sports-based program Expand the client base due to increased covered of different sports across the globe

High costs of airing live sports High competition from already established sports channels Strict restrictions from different leagues Develop more attraction sites

The Disney world is known to be the happiest place to live on earth but despite investment millions of dollars, most theme parks have few attraction sites. This shortcoming can be solved by investing in more attraction sites

It will attract more visitors who will in turn get value for their money Increase income generating streams for the company

More funds will be needed High cost of maintenance and more workers Expand into Emerging Markets

Most emerging markets particularly those in Asia and Southern Africa hold huge untapped opportunities for Disney.

Increased growth opportunities and access to wider markets Compatible with the franchising strategy Enhances sustainable advantage

Volatile international markets Failure of other international operations of Disney in Europe High operation costs Inconsistent cultures and economic activities in international markets

Recommendation

Capitalization of the franchising strategy is the most important and efficient alternative for the company. It is has worked for the company and is applicable to the options presented in other alternatives. Therefore, it is recommended that Disney use this alternative in enhancing its competitive advantage and in realizing diversification of its goals and objectives. Undeniably, expansion into emerging markets, development of a full-sports program and developing more attraction sites do fit in the franchising strategy. Finally yet indispensable, Disney should consider customizing the model to fit each investment initiative to avoid failure and hence, making Disney to be the happiest brand on earth.

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The happiest Brand on Earth

In 2006, Disney's Pixar released the hit movie Cars , which grossed $462 million worldwide. Since then, Cars merchandise has generated over $2 billion in sales each year. Pixar has since created a series of Cars shorts to be aired on the Disney Channel with a subsequent DVD release. A Cars sequel was released in 2011 along with an online virtual gaming world on its Web site to help build hype. In 2012, Disney's California Adventure theme park will open its 12-acre Cars Land attraction.

At Disney, the brand is the name of the game, and the cross-platform success of the Cars franchise is by no means an exception to the rule. Disney also has the Jonas Brothers, Hannah Montana , High School Musical , the Disney Princesses, Pirates of the Caribbean , and the list goes on and on. The man behind the magic is Disney's CEO, Bob Iger, who has lead a dramatic revitalization of the Disney brand since succeeding longtime head Michael Eisner in 2005. When he first took the post, his strategy shifted Disney's focus to its stable of “franchises.” These franchises are distributed across Disney's multiple company platforms and divisions, such as Disney's various television broadcasts platforms (the Disney Channel, ABC, ESPN), its consumer products business, theme parks, Disney's Hollywood Records music label, and Disney's publishing arm in Hyperion, just to name a few.

Iger's franchise strategy has been supported by the other major move he made upon first becoming CEO. On his first day on the job, Iger told the board that revitalizing Disney's animation business was a top priority, which would be improved through the purchase of Pixar. As part of Iger's franchise strategy the deal made perfect sense, as many of Disney's latest TV shows, theme park rides, and merchandise was based of Pixar characters.

Finding a new market to push the Disney franchise into became a priority as well. With the Walt Disney Company experiencing flat growth, it was becoming evident that Disney had missed some opportunities for broader success due to a narrowing of its target market, which was at the time largely associated with younger children.

Iger's first move was to broaden Disney's viewership by moving the Disney Channel from premium to basic cable and launching local versions in key global markets. Then, Disney began pushing franchises to capture the rapidly growing tween market. Putting its support behind the Disney channel's High School Musical , Hannah Montana , and the Jonas Brothers (who were emerging out of Disney's music label), Disney quickly generated a series of franchise juggernauts in the tween-girl market.

Though Disney's focus has remained on family-friendly fair, Iger has shown a new willingness to look to even broader markets, if it fits with the Disney brand. Disney's Pirates of the Caribbean , the first Disney film with a PG-13 rating, played a major role in re-focusing the brand, being based off the classic theme park ride, and it also helped expand the Disney appeal older kids and even adults. The Pirates and Cars franchises also provided preliminary steps for Disney's latest endeavors to crack the tween boy market, age 6–14, one traditionally difficult for media companies to sustainably capture. Their efforts focus around the new Disney XD channel, with a broad range of offerings, such as potential new franchises like the science fiction action-adventure show “Aaron Stone” and showcases of new musical talent. Disney will also be able to leverage ESPN to create original sports-based programming. The recent acquisition of Marvell Entertainment also provided Disney with a broad stable of material to create content for that platform. The channel is accompanied by a Disney XD Web site, which will promote the channel's programs, as well as offer games and original videos, social networking, and online community opportunities.

Start with a brief overview ( a sentence or two), use a paragraph or two with thoughtful answers for each question, and wrap it up with a sentence or two:

1 Do a brief market opportunity analysis for Disney, identifying the major markets that Disney has expanded into.

2 How does Disney's cross-platform franchising help create sustainable competitive advantage?

3 Describe the marketing mix for one of Disney's franchises.

4 Describe the major components of Bob Iger's strategic plan.

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Disney the happiest brand on earth case study example

Situational analysis.

Undeniably, Disney is, by far, the largest conglomerate in the world entertainment industry. Disney has four operational divisions comprising of Disney parks and resorts, Disney studios, Media Networks, and Disney consumer products. Branding to Disney entails the promise consumers place on Disney products. Arguing that people go to Disney because their slogan says, “ the Happiest Place on Earth,” will be misinformation but rather people go to Disney because of their feelings and priori regarding Disney. Therefore, the brand drives Disney’s business. Due to its reputation, any item sold under the Disney brand is sure to become a hit and generate sales. This is evidenced from the case study with the release of the hit movie Cars. Other than generating $500 million in sales world, other Cars merchandise generated upwards of $2 billion in sales in addition to opening up avenues for other franchising opportunities such as TV series, Games, and Cars land among others.

Other than the Cars, Disney is also associated with other award winning movies such as the Pirates of the Caribbean, Toy Story, Happy Montana, and High School Musicals. From the case study, it is evident that the business model for Disney is franchising. For instance, the television broadcast platform comprises of ESPN, Playhouse Disney, Disney Channel, and Disney XD while the consumer division has Hollywood Records music label, theme Parks, and Disney Publishing arm. The CEO, Bob Iger, has used the franchising strategy to open up more opportunities for Disney provided they fit into Disney’s brand and more opportunities are still to be exploited.

SWOT Analysis

The internal strengths and external opportunities are important aspects that guide Disney into achieving sustainable competitive advantage. Particularly, the use of the cross-franchising platform ensures that Disney capitalizes on the strengths and opportunities while minimizing on the weaknesses and threats. This can be represented below.

A strong brand image.

The franchising model and well established Disney studios. The cross-franchising model enables Disney to venture into different operating divisions and markets thereby generating huge sales and minimizing risks due to diversification.

Expansive product portfolio and product differentiation enables Disney to stay ahead of its competitors in different operating segments.

Strong product performance from different operating divisions.

Exceptional and excellent leadership from Bob Iger.

Large investments could mean high risks.

The nature of business operations translates to high operating costs.

Few attractions in theme parks despite the high investment costs.

Focusing on only family friendly programs makes Disney less willing to venture into other broad markets.

Opportunities

Expansion into emerging market economies and developing markets in untapped countries.

The ability to move into different market segments.

Capitalize on the franchising model and develop more attraction sites.

The Disney music channel is yet to reach its full potential.

Intense competition in the media industry.

Dependency on the franchising strategy might fail to deliver in future.

Lack of willingness to venture into broader markets that satisfy the Disney brand.

Monotony in sticking to only family friendly focused programs.

Problem Statement

Although Disney continues to provide exciting programs and products using the franchising model, its product portfolio largely is focused on the family-friendly markets thereby limiting its growth opportunities. The Disney brand is still open for a broad range of opportunities, and it is subject to face challenges if it fails to capitalize on the opportunities. Based on the situation analysis of Disney, coupled with the analysis of the strengths and weaknesses, the following alternatives can enhance the competitive advantage of Disney.

Capitalize on the franchising strategy

Largely, Disney’s turn around and successes can be attributed to the franchising strategy adopted by the CEO, Bob Iger. The major component of this strategy is the identification of a successful product within the product portfolio and using its successes to market other products. Adoption of this strategy in new venture activities can enable the company to capitalize on existing and emerging opportunities in diverse markets.

the strategy has worked in several products from different operating divisions availability of room for expansion assists in brand refocus

might fail to work in international markets and other expansion initiatives high dependency on successful products Expand the Sports-based program (ESPN Sports programing)

Expending on the current sports broadcasting through the creation of an independent sports program under ESPN can enable Disney to access greater market opportunities. This is in part due to the expanding sports market across the globe and as well, the massive advertisement deals that can be generated from advertising sports activities.

Disney will be able to leverage on the growing sports market Enables Disney to diversify from the family based style Enable Disney to have an independent sports-based program Expand the client base due to increased covered of different sports across the globe

High costs of airing live sports High competition from already established sports channels Strict restrictions from different leagues Develop more attraction sites

The Disney world is known to be the happiest place to live on earth but despite investment millions of dollars, most theme parks have few attraction sites. This shortcoming can be solved by investing in more attraction sites

It will attract more visitors who will in turn get value for their money Increase income generating streams for the company

More funds will be needed High cost of maintenance and more workers Expand into Emerging Markets

Most emerging markets particularly those in Asia and Southern Africa hold huge untapped opportunities for Disney.

Increased growth opportunities and access to wider markets Compatible with the franchising strategy Enhances sustainable advantage

Volatile international markets Failure of other international operations of Disney in Europe High operation costs Inconsistent cultures and economic activities in international markets

Recommendation

Capitalization of the franchising strategy is the most important and efficient alternative for the company. It is has worked for the company and is applicable to the options presented in other alternatives. Therefore, it is recommended that Disney use this alternative in enhancing its competitive advantage and in realizing diversification of its goals and objectives. Undeniably, expansion into emerging markets, development of a full-sports program and developing more attraction sites do fit in the franchising strategy. Finally yet indispensable, Disney should consider customizing the model to fit each investment initiative to avoid failure and hence, making Disney to be the happiest brand on earth.

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Quiz 4: Case Study Disney: The Happiest Brand on Earth

• Multiple Choice
• Not Answered
• Short Answer

A This is a promotion strategy designed to increase sales in one place,but it is still a promotion strategy first and foremost.

A When Disney chose to buy Pixar,it sought to revitalize one of its core businesses,animation,that is,it addressed both a strength and a weakness.

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Disney® case study: “The Happiest Brand on Earth, marketing homework help

Disney® case study: “The Happiest Brand on Earth, marketing homework help.

this Assignment, you will read a case study and do some research before responding to some questions concerning competitive advantage in a business memo format .

Assignment: Read the Disney® case study: “The Happiest Brand on Earth”

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In this Assignment, you will engage in the development of the following professional competencies:

Obtain and Process Information

Written Communication

These competencies also are critical to your success in most jobs. By knowing how to obtain and process information, you do not have to know everything, but you need to know where to find the most reliable information and then be able to process it — analyze and summarize the pertinent information for the task at hand, and then be able to communicate it in writing. These competencies are critical to your educational and professional success. In this Assignment, you will have the opportunity to practice obtaining vital marketing information and then summarizing it.

In this Assignment you will be doing some research on the Disney Company as the new marketing associate.

 Scenario:  You are a new marketing associate working for a growing Hollywood movie production company named Movie Insights, Inc. Your marketing manager is working on a quarterly update to the marketing plan for the company. The marketing manager assigns you the task of researching the success of the Disney Company under the direction of Chief Executive Officer (CEO) Bob Iger during the years 2006–2012. You have 7 days to conduct your research and report your findings.  Directions for completing this assignment:  Before beginning this Assignment, make sure to review the Learning Activities pertaining to the target market and marketing mix which will help you to be more successful in completing this Assignment.  Write a 2-page, business memo answering the following questions. For assistance with your Assignment, please use your textbook and library research resources. The directions for you to execute this task are as follows:  1. Read “Disney®: The Happiest Place on Earth” case study: case study attached 2. Learn how to write a Business Memo by downloading the short explanation on the document icon and looking at the business memo example in doc sharing below.  3. Use APA style referencing to avoid plagiarism. Include in-text citations and a References page. Use a minimum of two References resources, including your textbook.  4. Select a Disney franchise mentioned in the case study.  5. In your business memo, summarize the following marketing strategy components of your selected Disney franchise by addressing the following items:  Checklist:  Summarize the marketing strategy for one of Disney’s franchises mentioned in the case study during the years 2006–2012.   Describe the target marketing strategy used.  Describe the components of the marketing mix

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Case Study Disney The Happiest Brand On Earth

• Case Studies

Before couple of years, case study disney the happiest brand on earth I were thinking about on who I’m and what I’m fantastic at. via number of everyday living ordeals, I at last discovered what my strengths and weaknesses are And that i happen to be in a position to boost myself and apply my strengths to real lifestyle situations. My most important strengths are the skills…

The lesson which can be discovered is that you ought to by no means be afraid to have a look at new approaches to take advantage of your existing property. With a little bit of originality, it is possible to expand into new marketplaces with all your older items.

Using this spectacular Show lineup and several extra to help the Walt Disney Company’s aim of becoming a leader in entertainment it is Harmless to say They can be nicely on their solution to carrying out this feat. Disney’s arrive at is global, with topic parks in China, France, Japan, and throughout the United States. They also have Disney outlets around the world case study disney the happiest brand on earth marketing Disney buyer products and solutions in the course of America and also globally, both in their Disney resorts and concept parks and in globally positioned retailers.

– Disney’s impact Modern society cements specific roles for children determined by gender, and these roles, identified in the course of infancy Using the guidance of consumerism, hardly ever permit for openness of definition. A study executed by Witt (1997) observed that folks typically anticipate specific behaviors dependant on gender when 20-four hrs after the beginning of a baby.

Walt Disney earth organization is an international media and enjoyment conglomerate. Disney has built-in itself in just worldwide… society like a premiere concept park and vacation resort company. Its top quality of specifications, unsurpassed customer support, and originality allow it to be like nowhere else on this planet.

On this Assignment, you will examine a case study and carry out some study ahead of responding to some questions relating to competitive gain in a company memo format.

Savvy business people are aware about this reality and devote countless pounds in adverts to capitalize on The cash households devote for loved ones holidays. Most advertisers craftily marketplace to children, believing that little ones, through coercion (whining), can get their mothers and fathers to obtain what they want (see advertised on tv)…. [tags: vacation commercials] 966 words and phrases

Purported to be in bed but as a substitute are whispering regarding their expectations of the excursion to Disney World They are really quickly to take. The mother is available in and tells them to fall asleep, to which certainly one of the children responds, “We’re way too psyched to snooze!” The industrial continues on to scenes of Disney World’s sights and it is concluded through the mother of the kids asking…

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I’d the possibility to visit Disneyland this weekend with a six year old girl from the team. In accomplishing in so, I obtained the opportunity to see The most amazing and thriving branding attempts of the last few decades first hand: The Disney Princesses.

Disney has a solid foothold while in the marketplace, a feat attained predominantly because of their background and roots in the American culture. Their reach to your four corners of the United States case study disney the happiest brand on earth and over and above has aided Disney’s stronghold around the enjoyment marketplace.

Due to the wealthy collection Disney has from which to provide its goods and sights, it permits Disney to acquire a lot of possibilities and possibilities to extend their product or service strains.

As generations alter so do their plans and views of everyday living. as an example, the child Boomer era is incredibly function oriented and devoted to their Expert existence, and at times their family members life endured on account of it. However, era X are more household oriented than their parents generation. As explained by Lamb, Hair, and McDaniel in advertising ninth Edition (2008), “Gen Xers absolutely are a very wished-for target for travel companies…Gen Xers don’t have any qualms about taking a midweek vacation for pleasurable,” (p.

The development of Disneyland not just encompassed and showcased the beliefs of Walt Disney but in addition served as being a haven in which individuals with identical beliefs could appear and celebrate these types of rules as being the preservation of innocence, and appreciation of easy joys. All people enjoys Disneyland since it is an area exactly where Everybody, like Older people could be a kid all over again.

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