Marketing Analysis – Disney

39978Purpose

This assignment explores value creation, risks, and the potential for developing a new product or service. This connects to course learning outcomes of helping you identify the role of marketing in creating, communicating, and delivering value for customers, and applying the concepts of value proposition and positioning to a product or service.

Task

Use the Marketing Spotlight (Disney) content from Chapter 1 of your textbook to complete a marketing analysis. After reading, respond to the questions by reflecting on the strategic goals and environment surrounding Disney’s branding and customer value perception planning. Communicate your responses in a Microsoft Word document formatted as a numbered prompt response. Your responses should total approximately two pages in length, single-spaced. Review the Marketing Analysis Rubric for more detailed grading information.

Read the short history and breakdown of the Disney brand and its business units in the Marketing Spotlight (Disney) section.
Review and respond to the following questions:
How does Disney create value for its customers?

What are the core strengths of the Disney brand?

What are the risks and benefits of expanding the Disney brand to new products and services?

Important Notes:

Use content from Chapter 1 to support your responses.
To earn maximum credit, incorporate additional credible sources beyond the textbook to support your analysis. Properly cite any references used.

Marketing Management, 16th Edition
SKU: 9780135887035

By: Philip Kotler; Kevin Lane Keller; Alexander Chernev

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