The way in which Disney connects with consumers
The Walt Disney Company serves the needs of different consumers. In particular, they primarily focus on the needs of children and adolescents (Verma 25). Nevertheless, they have recently tried to target young adults (Verma 25; Baysya 23).
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In turn, this organization has been able to design efficient policies that are required for connecting with the target audience. In particular, this enterprise creates a broad array of interrelated products and services that will be easily recognized by children and adolescents throughout the world. For instance, one can mention cartoons, video games, theme parks, live performances, and so forth. They rely on the characters or stories that are familiar to many children as well as their parents.
For example, Mickey Mouse is featured in various media products offered by the company. Nevertheless, it is not the only example that should be considered. Much attention should be paid to the video game named Pirates of the Caribbean that is based on the blockbuster movie of the same name. It explores the adventures of a famous character, Captain Jack Sparrow. Overall, the strategies of this company are premised on the assumption that a single creative idea can lead to the development of many products (Aaker 39). In this way, this organization can interact with consumers on a regular basis. It is one of the aspects that should be identified.
Overall, this strategy can be successful if this organization can attract the best professionals who can create high-quality media products. For instance, one can consider screenwriters, actors, animators, film directors, software designers, and so forth. These participants ensure that Disney’s brand remains synonymous with excellence. Additionally, this approach is successful because the company gains in-depth insights into the lifestyles and values of the target audience. Thus, one can say that the marketing strategies of this enterprise have been efficient.
Additionally, the company enables the clients to learn about the new products that will soon be released. For instance, one can mention such practices as the interviews with the employees of the company. Moreover, the company produces video clips that can tell people about the on-coming films, cartoons, or games. These details are helpful for showing how this business can interact with customers. Due to this policy, Disney can retain the status of a leading multi-media company.
To a large degree, this approach has been rather successful. In particular, the revenues of this organization have consistently increased during the last decade. During this period, they have grown by more than 200 percent (McDuling par. 1). Thus, this policy should be continued in the future.
The risks and benefits of the company’s strategy
The strategies adopted by this company can be associated with several risks. The organization can enter many markets in which the level of competition is very high. For instance, one can mention the production of video games. This industry is already dominated by various companies that have established their reputation in this field. Among them, Nintendo and Sony can be distinguished because they can create video games for different age groups.
There is a considerable risk that the investments made by Disney will not break even. Under such circumstances, any unsuccessful project can lead to multi-million losses. In part, this risk has already manifested itself. For example, the profits derived from radio entertainment tend to decline during the last five years (McDuling par. 1). Apart from that, the company can lose its strategic focus. In other words, the management may fail to identify the areas that are crucial for the financial sustainability of Disney. Thus, the company should not overlook these threats.
Admittedly, this risk is partly mitigated by the popularity of this brand. One should consider the reputation of this corporation that is renowned for the high quality of its media products. However, this threat should not be overlooked by senior executives. Overall, they can minimize possible risks by anticipating the impacts of new technologies on the lifestyles of children, teenagers, and their parents.
Nevertheless, certain advantages should be taken into account. The chosen approach helps the organization attract new clients. One can refer to adults who associated Disney with the production of animated cartoons. For instance, they achieve this goal by producing some science-fiction films and adventure movies that prove to be successful from a commercial viewpoint (West 196). Among them, one can distinguish Tron: Legacy and Pirates of the Caribbean.
These films greatly appeal to many young adults (Sexton, 241). Moreover, the company can establish its presence in foreign countries such as India or China (Baysya 23). This organization has made considerable progress and increased the diversity of its brand. It is one of the arguments that can be put forward.
Furthermore, this policy enables Disney to diversify the sources of its revenues. For instance, they do not rely on the profits related to the release of their cartoons. Therefore, this approach can make this enterprise more resilient to external stressors. They can better withstand the competition from such companies as Pixar Animation. Thus, the selected strategies are rather efficient.
Aaker, David. Brand Portfolio Strategy: Creating Relevance, Differentiation, Energy, Leverage, and Clarity, New York: Simon and Schuster, 2009. Print.
Baysya, Rejat. Branding in a Competitive Marketplace, Delhi: SAGE Publications India, 2013. Print.
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McDuling, John. “Disney has ESPN to thank for another blowout quarter.” Quartz. 2014. Web.
Sexton, Donald. Value Above Cost: Driving Superior Financial Performance with CVA, the Most Important Metric You’ve Never Used, New York: Pearson Prentice Hall, 2009. Print.
Verma, Harsh. Brand Management: Text and Cases, Delhi: Excel Books India, 2006. Print.
West, Douglas. Strategic Marketing: Creating Competitive Advantage, Oxford: Oxford University Press, 2015. Print.