The Walt Disney Company has established its strong brand image in the global industry with its mass media, entertainment as well as amusement park industries. Therefore it cannot be denied that the company has become one of the recognized organizations in the global entertainment industry. It is true that in case of expanding the business of the company the external environment has played an influential role. In case of influencing the potentiality, the environmental effect cannot be avoided. In this study the external environment of Disney has been highlighted by using the PESTLE analysis.
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Situation |
Analysis |
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Political |
Stable political situation is being considered as the major influential role in case of bringing the organizational development. Depending on the government initiatives the taxation policies and international trade become smooth for healthy organizational growth. In case of Disney, it has been identified that increasing tax benefits in animation industry has brought various opportunities in the market. However, in case of international trade, political difference in different countries create obstacle for the company. Therefore, it can be said that the political situation is in the moderate position for the company. |
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Economic |
Analyzing the GDP growth rate of Australia, it has been identified that from the last few years, the economic growth has been introduced in the country. In case of Walt Disney, it has been identified in every year the economy of the company is growing 5% (Statista.com 2018). Due to economic opportunities, the company has earned 45% of the total revenue from the media networks. It has been identified that due to economic benefits, market share of the company in the global market has reached $4.68 billion, which is quite impressive (Statista.com 2018). Hence, it can be said that economic situation of the company is in favorable position. |
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Social |
Social status of the people can be developed depending on the economic stable situation. With the increasing economic stability demands and needs of the people have got changed. As Disney targets all age group of people, therefore, it can be said that social situation of Disney is not very compacted. |
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Technological |
Globalization has brought the technological advancement in entertainment industry. Disney’s 3D movie technology and advanced animation have gained $500 million and $3.8 billion box office (Statista.com 2018). Using the latest gaming technology as well as increasing online content delivery speed, it has developed the strong customer base in global industry. |
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Legal |
It cannot be denied that government initiatives plays a major role for making the smoother strategic development. Regulations regarding the product safety, international policies, business conduct and corporate affairs are significant key factors in the external environment. In case of Disney, the company has appointed the legal support department, which manages all the legal activities including, studio, media, theme parks, interactive media group and customer safety. On the other hand, contracts, privacy policy, transaction safety, litigation, Employment Law, Safety and Security regulations and intellectual properties are being maintained by the company. |
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Environmental |
The strict environmental policies regarding the waste management can impact on the operation of government and non-government organization. In case of Disney, it has been identified that Walt Disney is highly committed with the natural resource conservation policies. By developing the sustainable environment legacy for the future growth the company has gain the popularity in the market. In case of maintaining the environmental sustainability, Disney has contributed in energy and water conservation initiative. With the minimal emission the company tries develop the healthy relationship between nature and children. |
It cannot be denied that due to producing outstanding and incredible fantasy stories, Disney films has established its strong image in the market. By producing near about 100 films, large customer base has been developed by the company. In the year 2009, Marvel has been brought in $4 billion by Walt Disney, which is being considered as the entertainment giant in the non-animated production. Pixer has been owner by Disney and set as the animated division of Disney. The hit factor of Disney has been introduced with the multiple blockbusters. It cannot be denied that the superhero movies has highly contributed in box office. It is true that the ‘Captain America’ has brought the large amount of profitability for the production house. The company has spent $216.7 million in the shooting of the movie (Danart.net 2018). It has been identified that the revenue rate depending on the Marvel Comics superhero characters is being highly influenced. In the year 2011, Disney has spent $216.7 million in the production of the movie and staff cost was $48 million (Danart.net 2018). Analyzing the gross profit of the movie, it has been identified that near about $370.6 million has been gained (Tvtropes.org 2018).
In case of promoting the film, in the year 2010, some footage of the film was shown at San Diego convention Centre. During the Super Bowl XLV, the first television advertise of the film was introduced through the Fox network in United States (Danart.net 2018). Near about 43million was paid by paramount for the 30 second advertisement (Tvtropes.org 2018). In the year 2011 on March, full trailer of the movie was introduced. In the same year on July, the film was promoted by paramount pictures during the Independence Day celebration. The promotional partners of the film were Marvel Comics superhero characters, Dunkin’ Donuts and Harley-Davidson. Analyzing the Box office growth, it has been identified that $176 million was earned by ‘The first Avenger’. In the midnight shows, the first avenger earned $4 million. It has been identified that on the Friday show, the film earned $25.7 million (Tvtropes.org 2018). In the second weekend, near about $65.1 million has been owned by ‘Captain America’. During the World War II era, ‘Captain America, The first Avenger’ is being considered as the third highest grossing motion picture. Not only in United States., but also the movie was appreciated by other countries in all over the world.
In case of gaining the popularity in the market, the film has been promoted through different media channels. Depending on the fantasy about the super heroes, the children have been targeted by the production house. On the other hand, the people who have read the marble comic, have also been targeted by the film. Not only the popularity as well as gaining the large amount of profitability, the .film was promoted through different campaigns. It has been identified that the film was rated by BBFC with the rate of 12a, due to its constant action and violence. On the other hand, as stated by Wasko (2016), due to the constant overwhelming theme of the movie, the movie has gained the market popularity. It cannot be denied that the main target audience of the movie was 14 to 18 years of viewers. Teenagers who belong from different types of demographic segmentation have been targeted. It is also true that ‘Captain America: The first Avenger’ was in the category of almost corresponding to the other superhero movies because it has focused on mainly action and the fantasy of real superheroes (Bruner and Bruner 2017). The externally effective marketing practices of the movie, the trailer of the movie attracted large number of people. In the review aggregator website, it has been identified that near about 79% rating has been collected. Analyzing the business revenue of the film, it has been identified that the rating was 6.9 out of 10 (Savage-Knepshield and Chen 2016). It cannot be denied that social media played an influential role in case of bringing the huge success of the movie. It has been identified that depending on the social media marketing through the websites like twitter, Instagram and Facebook, the movie has been promoted (Bruner and Bruner 2017). The marketing team created the twitter account so that the information regarding the film can be provided to the customers. In this process the strategy of Disney was to develop the strong customer relationship. It is true that the aim of the organization was to develop the unique marketing strategy so that Captain America: The first Avenger’ can be appreciated by the entertainment industry. In the words of Mannheim (2016), in case of gaining the competitive advantage, the websites have been linked by the marketing team so that using the hyperlinks the different characters of the movies can be transparent to the customers.
On the other hand, it has been identified that the marketing budget for the movie was high. Through the social media interaction as well as different campaigns have been introduced for gaining the competitive advantage. It is true that through the TV series the marvel comics have been introduced in the market. Using the marketing tools, different talk shows have been arranged for increasing the TV publicity. By introducing the high standard trailer, larger customer base of the film has been created. Analyzing the strategic growth of the film, it has been identified that using the modern technological equipment, the producer has wanted to bring the innovation in Super hero movies (Edwards et al. 2015). By increasing the Brand partnership with Dunkin’ Donuts, GET GLUE, Marvel.com Universe and Facebook the business strategy of the company has been developed (Mena, Van Hoek and Christopher 2018). It has been identified that depending on the online video sharing sites the informative homepage of the film has been developed. The Marvel studio has partnered with the Dunkin’ Donuts. The Sister Concern of the company is Baskin-Robbins that has played an essential role in case of developing the effective business campaign. On the other hand, it is true that Marvel studio has teamed up with GetGlue for providing the digital sticker. It is being considered as the innovative strategy adopted by the organization so that the large number of customers can get the stickers after checking into the movie theater. The strategy of the organization to introduce GetGlue as the common service for spreading the reward and word to the die hand fans of the film. In the movie theater the Dunkin Donuts has offered special three flavor of beverage container for grabbing the customers’ attention. By providing the digital comic book series through the Marvel Comics iPad app (Lillestol, Timothy and Goodman 2015). On the other hand, through the facebook pages the video clips as well as the photos related to the movies have been introduced to the people, which can be considered as the influential key drivers for gaining the customer attention.
Conclusion
In the above study, it can be concluded that depending on the external analysis, it has been identified that the company has got various opportunities from the external market. Analyzing the external environment of the company, it can be said that depending on the increasing economic and technological opportunities in the market. The organization has developed its strong brand image in the market. By introducing the effective digital tools in the market, large customer base has been developed. On the other hand, if the environmental policies of the company can be analyzed, it will be identified that it has higher level of contribution in case of maintaining the environmental sustainability. Although the legal factors are very influencing in case of brig the growth in an organization, but it cannot be denied that developing a strong legal tem all the regulations are being followed by Disney. In the business analysis, the movie called Captain America: The first Avenger has been highlighted. In case of analyzing the business growth of the film, the production cist as well as the business revenue has been mentioned. Analyzing the strategies, it can be said that gaining the competitive advantages, the effective marketing strategy has been adopted by the production. By developing the partnership with Facebook, Dunkin Donut, Baskin-Robbins, GetGlue and Marvel.com Universe, the marketing campaign of the film has been done.
Reference list and bibliography
Bruner, R.F. and Bruner, R.F., 2017. Walt Disney Productions, June 1984. Darden Business Publishing Cases, pp.1-19.
Danart.net 2018. Available at www.danart.net/bcozqqi5h/flvii4kg.php?srgftjgyx=captain-america-font
do Patrocínio, R.F., de Almeida Souza, J.L., Santos, C.T.O. and Martins, K.S., 2018. The vision of the Disney World: an experience marketing study at The Walt Disney Company. Archives of Business Research, 6(9).
Edwards, L., Klein, B., Lee, D., Moss, G. and Philip, F., 2015. ‘Isn’t it just a way to protect Walt Disney’s rights?’: Media user perspectives on copyright. New Media & Society, 17(5), pp.691-707.
Lillestol, T., Timothy, D.J. and Goodman, R., 2015. Competitive strategies in the US theme park industry: a popular media perspective. International Journal of Culture, Tourism and Hospitality Research, 9(3), pp.225-240.
Mannheim, S., 2016. Walt Disney and the quest for community. Routledge.
Mena, C., Van Hoek, R., & Christopher, M. (2018). Leading procurement strategy: driving value through the supply chain. Kogan Page Publishers.
Savage-Knepshield, P. and Chen, J. eds., 2016. Advances in Human Factors in Robots and Unmanned Systems: Proceedings of the AHFE 2016 International Conference on Human Factors in Robots and Unmanned Systems, July 27-31, 2016, Walt Disney World®, Florida, USA (Vol. 499). Springer.
Statista.com 2018. Available at https://www.statista.com/topics/1824/disney/
Thomas, F., Johnston, O. and Thomas, F., 1995. The illusion of life: Disney animation (pp. 306-312). New York: Hyperion.
Tvtropes.org 2018. Available at https://tvtropes.org/pmwiki/pmwiki.php/Film/CaptainAmericaTheFirstAvenger
Wasko, J., 2016. The Walt Disney Company. In Global Media Giants (pp. 25-39). Routledge.
Yamaguchi, R., 2018. The Walt Disney Company vs Studio Ghibli: Exploring the Possibility to Achieve Both Artistic and Commercial Successes in the Mainstream Animation Industry.
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