Disney’s Marketing Strategy

The first part of the report should describe and evaluate the current strategy of the firm or business. The second part should 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 .
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.