1. The business we have chosen is the Walt Disney Company, here we have the logo and mission statement.
"The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."

2. What is the Walt Disney company?
Chairman & CEO – Robert Igor
The worlds largest media conglomerate by revenue ($45,000,000,000)
A publicly traded C-Corp with the ticker DIS and a market capitalisation of $145,000,000,000
Net profit $6.6 billion(2013), rising $450 million from 2012
Disney has a EBT margin of 21.36% (March 2014)
The owner of Mickey Mouse, Pixar, Marvel, LucasFilm (Star Wars), ABC, ESPN, 6 world wide theme parks, Club Penguin and a cruise line.

3. Corporate objectives
Increase studio entertainment and consumer products profit by 3% by 2016
Break-even with the Disney Interactive division by the end of 2014 (P36 AR)
Increase parks and resorts revenue to 15 billion by end of 2014 (P30 AR)
Break-even with the Disney Interactive division by the end of In 2012 a loss of $216 Million occurred, In 2013 this was reduced to $87 million. We believe this was thanks to the shattering of ToonTown Online (in september 2013) and the release of Disney infinity (January 2013)

4. Marketing Objectives
STUDIO ENTERTAINMENT and CONSUMER PRODUCTS divisions we will be utilising our acquisition of Lucas Film to produce 3 new star wars films with the first being released in 2015, issuing product licences relatively.
Release Disney Infinity: Marvel Super Heroes (2.0 Edition) on time
Create 3 new package deals for each of our resorts in the next 6 months.

6. Quantitative and qualitative market analysis
Our theme parks division currently faces competition from the Universal parks and resorts group with Universal Studios Hollywood and Universal Orlando Resort – a serious concern is the opening of The Wizarding World of Harry Potter in summer 2014 which could seriously effect our Walt Disney World operations in Florida
The world broadcasting and cable TV market expanded by almost 6% in to exceed $373,000 million, according to Market Line. The market is expected to reach almost $475,000 million by 2015. Despite this pirating of films and the decrease number of viewers could seriously harm our business.

7. Diversification- Val d’Europe
Disney are mass market company which has a differentiated strategy which means it is unique in its industry and has a wide range of dimensions that are widely valued by customers. Differentiation allows Disney to be different from competitors and charge higher prices.

8. SWOT ANALYSIS STRENGTHS: OPPORTUNITIES:
They are a large established company
Further diversifying into new markets
High barrier to entry
Takeover of other companies to enhance their market domination
Monopolistic as they have trademarks, copyright and patents
Diversified so they are protected from a market decline
THREATS:
Cyclical downturn
Competitors
WEAKENESSES:
Competition commission and mergers
They suffer from diseconomies of scale
Our SWOT analysis shows that one of our strengths is that Disney is well diversified allowing for our marketing objective of acquiring Lucas film to be achieved. This will enable Disney to further diversify their current position.
Our SWOT analysis shows that one of our threats is that we could suffer from competitors and meeting this marketing objective reduces the chance of competitors as Disney aim to larger their package deals even further to compete with similar package deal companies.

9. Sources of Information