Strategic marketing analysis of Walt Disney's Parks and Resorts

Seminar paper from the year 2013 in the subject Business economics - Offline Marketing and Online Marketing grade: 10 San Diego State University (College of Business Administration) language: English abstract: The Walt Disney Company is one of the biggest media and entertainment corporations worldwide. It was founded by Walt Disney in October 1923 starting with the production of a series of Alice Comedies. The first Mickey Mouse cartoon was then released in 1928 (The Walt Disney Company 2013a).Today the company operates in five business segments: media networks studio entertainment consumer products interactive media and parks and resorts (The Walt Disney Company 2013b): the Media Networks comprise broadcast cable radio publishing and digital businesses across two divisions - the Disney/ABC Television Group and ESPN Inc. Disney Studios include Walt Disney Animation Studios and Pixar Animation Studios Disneynature Marvel Studios Lucasfilm and Touchstone Pictures. They also own two music labels and theatrical groups producing Broadway shows like 'The Lion King' or 'Disney on Ice'. Disney Consumer Products is the world largest licensor and delivers toys apparel and books. They operate 350 Disney retail stores worldwide. The business segment Interactive Media creates entertainment for digital media platforms like games. Finally the segment parks and resorts comprises five vacation destinations with 11 theme parks and 44 resorts in North America Europe and Asia with a sixth destination currently under construction in Shanghai. They also have four Disney Cruise Line ships; 12 Disney Vacation Clubs approaching a total of 200000 member families; and Adventures by Disney which provides guided family vacation experiences to global destinations. In 2013 Disney earned revenues of $45041 million which represents an increase of 7% compared to 2012. The net income gained 8% to $6136 million and the earnings per share for the year 2013 increased 8% to $3.