Running head: THE WALT DISNEY COMPANY 1
The alt isney Company:W D
A Marketing anagement roup Project M G (MMGP)
Michael Blake, Jeanette Collins, Brian Conkin and Macayla Cox
December 13, 2022
Liberty University
THE WALT DISNEY COMPANY 2
The Walt Disney Company
On October 16, 1923, Walter Elias Disney, an American entrepreneur, along with his
brother Roy founded in Holywood, California, the Disney Brothers Cartoon Studio. Known
today as the Walt Disney Company, Disney, one of the largest media companies in the world, has
a net worth of over $130 billion dollars. The company that began with a character called Oswald
the Lucky Rabbit now owns ABC, ESPN, Lucasfilm, Pixar, 21st Century Fox in addition to their
renowned parks and resorts that bring in billions in profits yearly. Additionally, each year
between 2015 through 2019, Brand Finance ranked Disney the most valuable media brand in the
U.S. This Marketing Management Group Project paper consists of two months of research into
Disney beginning with their internal and external marketing variables then followed by an
analysis of their consumer, how these consumers are divided into different segments based on
their different characteristics, and the strategy they utilize to cover their vast market. After the
consumer analysis, the paper outlines an effective and efficient positioning and branding strategy
for Disney followed by a discussion on their services, pricing and distribution channels. The
research project adds a discussion on their promotion strategy and their move to be a more
socially responsible conglomerate and concludes with a summary of the research and
recommendations for Disney as they move forward in 2020 facing a number of competitors
ranging from Comcast to Netflix.
Internal and External Marketing Variables
Provide a Description of the Product/Service and a Brief History of the Firm
