Disney Case Essay

The Walt Disney Company, shewed in 1923, has been revolutionary in the American animation industry with the debut of Mickey Mouse in Steamboat Willie to be the very first cartoon ever with synchronized sound. In 1954, the confederation expanded and developed its very own television program cognize as The Wonderful World of Disney. Later on in the decade, the federation hike up expanded beyond film and television to open pastime parks featuring characters from their beloved film and television series. Since then the company has further grown, deriving revenue from entertainment assets and consumer products and intellectual nourishments aimed at children. In 2004, The Walt Disney Company found itself in the middle of a maelstrom, specifically regarding nutrition levels of their consumer foods. The company was put down to growing lit crit from activists, pargonnts and governments around the adult male who believed that packaged good manufactures, speedy food companies and med ia outlets that advertised Disney products were contributing to the growing corpulency pestiferous. Disney Consumer products (DCP), a air division of The Walt Disney Company responsible for product development and marketing of Disney- dented merchandise has seen this controversy as an opportunity to recon statusr their entire range of food products. transport is being implemented to transition the Disney brand from a large confectionary collection of foodinto one that offers a balanced nutritional diet. In regarding this issue, it is recommended Disney pee-pee an active approach and collaborate with their television channel in ambit out to children and teaching them the importance and advantages of healthy eating. As the Disney Channel garners a lot of views, this avenue will touch a wide heart and soul of viewers and may be a positive influence with children. other recommendation would be to maximize the leverage of the popularity of Disney characters by associating them with healthy eating. This would be similar to the idea of the Popeye character whose strength mainly comes from spinach. As well, it is too recommended that Disney employ a Healthy Food Campaign aimed at parents to foretell credibility with them and the government to demonstrate that Disney is taking an active step to wait on reduce the obesity epidemic. Issue StatementIn 2004, health experts confirm characterized childhood obesity in the United States as epidemic and europium as not far behind. The dramatic increases in childhood obesity and growing concern from activists, parents and the government have cause The Walt Disney Company to consider the nutritional value of their food products. DCP managers have realized that the company needs to put credibility with the U.S. government, parents and nutritionists, however, this is a significant challenge due to the companys existing licensing deals with various candy and treat manufactures and long-standing role as a toy suppli er for McDonalds who is also under constant ardor as a significant contributor to the obesity epidemic. Though nonentity expects Disney to solve the problem of childhood obesity single handedly, it is expected from Disney to at least take initiative and use its brand strength to reach children. Situational AnalysisSWOTThe 4 Ps (Product, toll, Place and Promotion)ProductDisney has a great variety of products divided into 5 categories main meal, side dish, sharpnesss, drinks, and treats. In each category, there are a number of food products with 15% of all products can be classified as treats withthe easiness of the 85% falling in the other 4 categories. As well, Disney has place an emphasis on the quality of the goods under the Disney brand. A conducted research shows that mothers apprehended the fact that the products offered under the Disney brand were of mettlesome quality. This emphasis on high quality standards has continually positioned the company as the preferred food distributor. PriceThough the retailers sell the products at the normal market price, there exists an scanty cost of royalty charged by the company for the advertising effect. Disney wants to be affordable so measures have been taken to reduce costs. PlaceDisney has marketed their products done supermarkets much(prenominal) as Wal-Mart, Albertsons, and Safeway. 3 distribution channels have been used Licensing, sourcing and Direct-to-retail. These channels bring in large steady streams of revenue without more than cost. PromotionMany promotion strategies have been implemented by DCP such as the sticker promotion on various fruits, which have generated a lot of interest in young children.The 5 Cs (Company, Competitor, Collaborator, Context, Customer) Company Disney, DCPPotential internal strengthsPotential internal weaknesses -Corporation brand name has powerfully distinguished itself nationwide as one of the best in the entertainment business -Well-known brand name that has lead to high brand loyalty synonymous with fun and magic -Disney has held the top spots for the worlds most valuable franchise characters. -DCP is the worlds largest licensor-Children are very well familiar with Disney characters-Licensing with McDonalds and various candy and treat manufacturers -Growing criticism from activists, parents and governments around the world about contribution to the growing obesity epidemic -Does not own their own manufacturingCompetitor Entertainment brandsDisneyNickelodeonSesame workshopWarner bros.CharactersMickey Mouse, Winnie the Pooh, etcetera SpongeBob, Dora the Explorer, etc. Elmo, Grover & Cookie MonsterHarry Potter, Looney TunesCollaborationKroger, Safeway, Albertsons, Wal-MartLicensing partnershipDel Monte FoodsReady PacNetworkFilm & Television programNickelodeon channelSesame Street exoteric television program ConceptBetter for YouEvery fruit a kid would want to eat with Nickelodeon character Healthy Habits for toneHealthier Snack Alternativ e & The Original Kid Pleasin, mom-lovin dippity delicious snack