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Essay / Research Paper Abstract
This 6 page paper in written in two parts. The first part considers the strategy that Disney have followed, including the highly differentiated brand image across a range of products and related diversification. The second part of the paper considers the argument that Disney Corp. lost is focuses and examines the current position with reference to the a long term future strategy. The bibliography cites 6 sources.
Page Count:
6 pages (~225 words per page)
File: TS14_TEdisneys.rtf
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Unformatted sample text from the term paper:
a range of other brand extensions from theme parks and holiday resorts to DVD sales and soft toys. If we look at the core brand there is a very
clear and distinctive association with the magic of childrens films and animations, this appeals to the escapism and desire to see happy endings. The films are not only successful for
this level of magic, but also have very high quality animation or action, sound tracks and general presentation. Songs have been written by writers such as Tim Rice and stories
have been based on traditional tales and new ideas which often involve animals and children. The appeal is to both adults and children, the rest of the Disney brand
is built in these highly differentiation films. Until recently the company had seen little if any effective competing in the feature length animation category, however, DreamWorks, with films such as
Shrek, Shrek 2 and Sharks Tale have managed to create a new segment of the animated film market, with the use of well known voices and a more cynical approach
to film making; animation with attitude. This has created a new form of differentiation and as such have found a niche from which to compete. The success of the
films have supported and created new markets, the Theme parks in the US are part of the Disney empire, where holidays are sold along with time share ownership. The parks
are based on the films with rides and numerous shops. In Florida there are four major parks, The Magic Kingdom, which was the first and has the focus on the
traditional charters, Mickey Mouse, Cinderella, Bell and Beast etc. There is MGM Studios, which has been renamed Disney Studios as the alliance with MGM ends. This focuses on he films,
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