The Walt Disney is the biggest and world’s leading entertainment company, operating across the globe. The two biggest segment of the company are Parks and Recreation, and Media Networks. The Media Networks are comprise of ESPN, ABC, Disney films, 35 Radio Stations, Lucusfilms-newly acquired, and many others. Whereas, Parks and recreation carries the most famous theme parks of Disney and cruise line, which is widely known across the globe. It has theme parks in France, USA, Hong Kong, and China. The Walt Disney is successful in establishing the strong and competitive market position in the entertainment industry, and this was possible after considering the marketing strategies critically. The BCG matrix analysis helps the company in seeing the best areas for making choices related to its future associates and resources (Disney, 2018).
The matrix clearly refers towards two basic terms; market growth and market share. Market growth is all about the ability of the company towards expansion and satisfying the demand. However, market share reflects to the percentage of the total market Disney is serving to, it is more related to the profit and volume of the sales. The Walt Disney is the biggest company, which has varied market growth and share.
Cash Cows
These are the products, which have high market share but low growth rate. These products are close to the maturity stage, but earn high revenues. The consumer products and Studio Entertainment of Walt Disney fall in this category. These are considered as cash cows because of the increase in its sales every year, but there are no such additions made in the features, operations and offerings to the consumers. These are operating in the market from a long time, thus help the company in providing strong brand image and market presence. No funds are required by the company from additional sources to regulate them, as they are strong enough to generate greater amount of profit for the company. Many people across the globe visit Disney, and buy its consumer products for their collections, and wait eagerly for the Disney movies and cartoons (Dcpi, 2018).
Stars
Starts are the products which have high market share and high market growth. They have very strong financial performance, and its growth level will determine that products are soon to be cash cow for the company if they are successful in maintaining the future growth rate. Media networks and theme parks are considered as the Star items of the Walt Disney. The profit earn by theme parks are very high, which helps them in expanding more and bringing new and more enhanced services for the consumers. Disney strives hard to bring something more innovative in its theme parks and programs for the media networks (Shameer, 2018).
Question Marks
Products which have high market growth but low market share fall in this category. Internet and direct marketing of the Walt Disney are the question mark for the company, as both are failed in performing up to the financial goals. However, efforts and attention could make them the star products, as the opportunity for more sales lie there. People are now using digital technology more than the conventional one, and willing to be aware about the things more easily through digital media. Disney needs to consider this point for its future growth and expansion (Disney, 2018; Shameer, 2018).
Dogs
Dogs are the products which have low market share and low market growth. These products are not bringing any significant benefit to the company, and if are shut down, it do not bring any loss. Interactive media is the business segment, which brings the characters and stories to the life through creative and engaging the digital experience over 100 categories and digital games. Walt Disney needs to work hard to turn the dog products in the cash cow or question mark products or else must shut down these operations and invest the money somewhere else (Shameer, 2018).
References
Dcpi, 2018. About us. [Online], Available at: https://dcpi.disney.com/, [Accessed on: 11th August, 2018].
Disney, 2018. About us. [Online], Available at: https://www.disney.com/?intoverride=true, [Accessed on: 11th August, 2018].
Shameer, S. 2018. BCG matrix of Walt Disney. [Online], Available at: http://csbadmins.blogspot.com/2016/08/walt-disney-bcg-matrix.html, [Accessed on: 11th August, 2018].