Case Assignment: Disney the Happiest Brand on Earth

REPORT 1 CASE ASSIGNMENT Disney The Happiest Brand on macrocosm In 2006, Disneys Pixar released the hit movie Cars, which grossed $462 jillion worldwide. Since then, Cars switch has generated over $2 billion in sales each year. Pixar has since created a series of Cars defraud to be aired on the Disney Channel with a subsequent DVD release. A Cars sequel is in the works for 2011, and an online virtual gaming world is piece to release 2009. In 2012, Disneys California lark report park volition open its 12-acre Cars field attraction.At Disney, the brand is the name of the game, and cross-platform success of the Cars dealership is by no means the exception to the rule. Disney also has the Jonas Brothers, Hannah element 109, gamey School Musical, the Disney Princesses, Pirates of the Caribbean, and the list goes on and on. The man commode the magic is Disneys CEO, trail Iger, who has lead a dramatic revitalization of the Disney brand since succeeding longtime(prenominal) head Michael Eisner in 2005. When he beginning(a) took the post, his strategy shifted Disneys focus around its stable of dealerships. These franchises ar distributed across Disneys multiple company platforms and divisions, much(prenominal) as Disneys various television broadcasts platforms (the Disney Channel, ABC, ESPN), its consumer products business, theme parks, Disneys Hollywood Records music label, and Disneys issue arm in Hyperion, just to name a few. Igers franchise strategy has been supported by the other study move he make upon jump becoming CEO. On his first daytime on the job, Iger told the board that revitalizing Disneys aliveness business was a top priority, which would be improve through the purchase of Pixar.As part of Igers franchise strategy the deal made perfect sense, as many of Disneys latest TV shows, Disneyland rides, and merchandise were based on Pixar characters. Finding a untested market to push the Disney franchise became a priority as well. With t he Disney brand growing flat, it was becoming straightforward that Disney had missed some opportunities for broader success due to a narrowing of its target market, which was at the time mostly associated with younger children.Igers first move was to run Disneys viewership by moving the Disney Channel from aid to basic cable and launching local versions in key global markets. Then, Disney began pushing franchises to capture the quick growing tween market. Putting its support behind the Disney routes High School Musical and Hannah Montana and the Jonas Brothers, who were emerging out of Disneys music label, Disney promptly generated a series of franchise juggernauts in the tween young woman market.Though Disneys focus has remained on family-friendly fair, Iger has shown a in the raw willingness to look to even broader markets if they fit with the Disney brand. Disneys Pirates of the Caribbean, the first Disney film with a PG-13 rating, based off the untainted theme park rid e, played a major(ip) role in refocusing the brand, and it also helped throw a fit the Disney appeal to older kids and even adults. The Pirates and Cars franchises also provided antecedent steps for Disneys latest endeavors to crack the tween male child market, one traditionally difficult for media companies to sustainably capture.Their efforts focus around the new Disney XD channel, which has a broad range of offerings, such as potential new franchises like the recognition fiction action-adventure show Aaron Stone and showcases of new melodic talent. Disney will also be able to supplement ESPN to create original sports- based programming. The channel will be accompanied by a Disney XD web site, which will promote the channels programs, as well as offer games and original videos, societal networking, and online community opportunities.As it continues to expand and provide new franchise offerings, Disney looks to have relatively strong momentum, even in the midst of rising e conomic challenges. As Steve Jobs, apple CEO and Disney board member, puts it, Family is a renewable resource, and advanced now, Disney is making the most of it. SOURCES Richard Siklos, Bob Iger Rocks Disney, Fortune, January 19, 2009, 8086 Peter Sanders, Disney Focuses on Boys, The Wall Street Journal, January 8, 2009, accessible at ttp//online. wsj. com/article/SB123137513996262627. html (accessed January 14, 2009). 1. Do a brief market opportunity analysis for Disney, identifying the major markets that Disney has expanded into. 2. How does Disneys cross-platform franchising help create sustainable competitive advantage? 3. Describe the marketing mingle for one of Disneys franchises. 4. Describe the major components of Bob Igers strategic plan when he first became CEO.