Disney’s Marketing Strategy
Describe and evaluate the current strategy of the firm or business.
Focus on proposing a strategy that provides distinct positioning of the firm. Ensure you detail of how you have arrived at this positioning, how you will communicate it in a way that exploits its particular strengths, why you think it will be successful and what you consider success to be. Your market analysis should include a review of company’s performance to-date, an assessment of your competition’s current and likely future positioning. You should present your project in such a way as to sell it to the firm’s board of directors. To do this you will need to estimate the investment required to achieve the positioning and the expected results (in terms of market share over the next five years).
The report will ordinarily be based on secondary sources and information in the public domain but can also be based on field research or interviews and data collection within a company.
The reports will be evaluated according to the following criteria:
1. The quality and comprehensiveness of the analysis – were the right questions asked?
2. The feasibility of the conclusions or recommendations – did they follow from the
analysis?
3. Evidence of mastery of the frameworks, concepts, and methods developed during the course; and
4. The effectiveness of the written and verbal presentation of the report.
