Role of Marketing Strategies in the Walt Disney Company

The Walt Disney Company is a global leading entertainment corporation founded by innovative enthusiasts Walt and Roy Disney. They developed a recognizable brand displaying strong operational performance and growth rates with widely diversified geography and business segments. The organization has been successful throughout its history, becoming a legend in the field of leisure and amusement. Marketing strategies play a crucial part in its prosperity as the company’s expansion is gaining momentum in various scopes of activity.

Segmentation is one of the company’s techniques to reach its targeted audience, which is children. Animated cartoons, merchandise, and leisure parks are the main products demanded by these customers. Consequently, Disney decided to focus on multiple target groups by diversifying its product range. Disney Channel and Touchstone Pictures demonstrate management’s efforts to connect to a more mature audience. Moreover, once Disney recognized that many people are unable to travel to the United States to visit Walt Disney’s World or Disneyland, the corporation built theme parks around the world to capture the market, adapting them to local cultures. The company established its leisure parks in Paris, France, Tokyo, Shanghai, and Hong Kong, aiming to expand the brand and its influence in the industry (Yao, 2017). Thus, Disney divides the market into different sectors of consumers and offers products according to their tastes and preferences.

Business diversification occurs when a firm enters into a new branch segment. The acquisition of other labels and the introduction of brand-new gaming called Disney Infinity are the illustrations of the company’s bold and creative decisions. However, there are risks related to the adaptation and mastering of unexplored areas. By increasing the product mix, the company exposes itself to a greater competition level (Yao, 2017). For example, the gaming industry is already dominated by several firms with an established consumer base and labels. Considering minimal experience in game development, Disney may face fierce rivalry and lose its customers’ trust and dedication. Moreover, the purchase of companies with a high brand value puts pressure to maintain the same level of uniqueness and authenticity. Hence, the opposition in the market and the need to uphold the business name might imperil Disney’s status and reputation among consumers.

Despite the chances to fail the expansion, the company has an opportunity to enjoy the fruitful benefits of such eager initiatives. As it diversifies and proposes novel goods and services, Disney penetrates new markets and earns more profit. Next, the corporation ensures sustainable growth by constantly innovating and developing groundbreaking products. Furthermore, it becomes a source of competitive advantage so that Disney improves continuously and supports the brand image and acclaimed prestige. Lastly, the generation and progression of diverse sections allow for to spread of business risks in case one branch declines. In particular, revenues coming from the Marvel franchise can compensate for losses from the declining television sector or theme parks. Therefore, the corporation gains advantages of business diversification and growth. It collects substantial returns, becomes more competitive, and can allocate business damages.

It can be concluded that Disney corporation applies various marketing tactics to access more customers of different age groups, needs, and requirements. It exploits market segmentation to meet the demands of multiple targeted audiences. The company responds to geographical constraints by constructing parks in major locations. What is more, Disney actively diversifies and expands in different directions, which bears costs as well as promises rewarding benefits.


Yao, J. (2017). Research on marketing strategy: Case study of Disneyland. Second International Conference on Economic and Business Management (FEBM 2017), Atlantis Press, 33, 473-481.

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