Disney's Magical Kingdom

Who is Disney?

Disney is a fantasy world that includes cartoons, movies, games, theme parks, stores, toys, clothes, etc. Disney isn’t a single character like Ronald McDonald is for McDonalds or a simple slogan like Nike’s “Just Do It”. Disney has many different characters, lots of different places, and a huge range of merchandise.

What does Disney do?

Disney isn’t like most companies that sell a specific product or target a specific group; it’s selling an experience that anyone can enjoy. People of all ages watch Disney movies and go to Disneyland. They experience living in a world where dreams come true. A little girl can become a princess and a little boy can become a hero. And this feeling will stay with them even when they’re old.

Who is Disney’s buyer?

Everyone is Disney’s customer. We all grow up with Disney movies with happy endings and lived in its big dream world. Because we loved that feeling, we want our beloved children to have this experience too. Even if you think the toughest manliest men don't like Disney, you can see that when they want to make their kids happy, Disney is the first place they think of. But other adults want to remember this strong positive feeling and are customers for themselves. 

  

What problems does it solve for customers?

Disney gives kids and adults happiness. When you’re watching a Disney cartoon or when you’re in Disneyland you’re completely out of the mundane world and you’re in Disney’s fantasy world.

What actions does Disney want the customer to take?

Disney doesn’t just want a customer to buy some toys or go to a movie; it wants the customer to buy into the Disney experience. If they’re successful, the customer will still buy the toys and movie but they'll also bring their family a thousand miles to spend their entire vacation at a Disney resort.

How is Disney remarkable?

When you want to buy a product from Nike, for example, there are lots of other brands that you can buy and still fulfill your need. A running shoe is a running shoe whether it's from Adidas, Puma or Nike. But there's no alternative for Disney’s product that is as big as the Disney fantasy world. Harry Potter has one theme park in Florida but Disney has five giant resorts around the world. There is no competitor for this amazing world. It is unique.

Where might Disney fall short?

Mickey Mouse first appeared in 1928. There are so many innovative shows for kids today that it will be hard for Disney to keep up without losing the familiar image that everyone loves. Disney has been expanding oversees but international growth hasn’t been easy. Euro Disney in Paris is the most visited tourist site in Europe but it’s still billions of dollars in debt.