Marketing Analysis of Walt Disney 1

MARKETING ANALYSIS OF WALT DISNEY

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 Marketing Analysis of Walt Disney 2

Understanding market environment is necessary for every business to ensure success, and

achievement of the set objectives. In addition, the aspect of analyzing and understanding

channels used in distribution of products is necessary. One can get sufficient information

concerning the market by scanning the market environment (Kotler et. al. 2010, p. 20). This

paper examines Walt Disney, a leading company in downloads. The company has been able to

rise by more than 1.3 million within a period of 3 months after encouraging Hollywood studios

to join digital service (Garraham, 2007, p. 4). The paper will analyze and compare the various

ways of collecting or gathering information by Walt Disney Company. Towards the end, it is

worth noting the marketing channels used in the company.

In every organization, a marketer should have a close analysis of the micro, and macro

environment. In addition, Walt Disney is a manufacturing company that targets large

intermediary retailers in distributing its products (Garraham, 2007, p. 4). Micro-environment

refers to the environment within the organization (university of Australia, n.d., 6). Some of the

parties include the company that is involved, customers, competitor, publics, and marketing

intermediaries. For instance, Walt Disney has determined the effect of their prices on the

customers, by having a close analysis of the micro environment more specifically the reaction of

its customers. On the other hand, Macro environment refers to the global forces that can affect

the business performance. They include demographic factors, economic, natural, technological,

political, and cultural factors (university of Australia, n.d., p. 13-14). In this case, Walt Disney

has been able to determine whether they are posing a threat or an opportunity.

On analysis of Walt Disney Company, it has prioritized on the aspect of macro and micro

environment that involved surveying its competitors, public, and customers. In addition, to be

able to analyze these environments information have been gathered from, internal records, which
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include sales data, and debtors; market intelligence like information from the public; and market

research, that involves conducting a study about the market. Finally, the company has come up

with a distribution channel that is suitable for their products. The company being an industrial

manufacturing company has decided to use second level of distribution of industrial products

(University of Australia, n.d., 7). This involves movement of products from manufacture to

industrial distributors in this case are the large retailers, which they use, and finally to the

industrial consumers who use their products.

Factors to consider in the selection of a distribution channel (university of Australia, n.d.,

17) and have been employed by Walt Disney include

• Cost that can be incurred

• Criteria of control

• Possibility of the selected channel to adopt changes

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References

Garraham, M 2007, “Walt Disney leads on downloads,” The Weekend Australian, 3 February,

p.4.

Kotler, P, Brown, L, Burton, S, Deans, K & Armstrong, G 2010, Marketing 8th edn.

Pearson Publishers, New York.

University of Australia, n.d., Lecture 2: Gathering Information & Scanning the Market

Environment, University of Australia, Adelaide.

University of South Australia, n.d., Lecture 8: Channels, Distribution, Retailing,

University of South Australia, Adelaide.