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Marketing Research of Walt Disney Company

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Marketing Research of Walt Disney Company
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Netra Shetty
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Marketing Research of Walt Disney Company - April 9th, 2011

The Walt Disney Company (NYSE: DIS) (commonly referred to as Disney) is the largest media and entertainment conglomerate in the world in terms of revenue.[4] Founded on October 16, 1923, by brothers Walt Disney and Roy Disney as the Disney Brothers Cartoon Studio, the company was reincorporated as Walt Disney Productions, Ltd. in 1929, and became publicity-traded as Walt Disney Productions in 1938. Walt Disney Productions established itself as a leader in the American animation industry before diversifying into live-action film production, television, and travel. Taking on its current name in 1986, The Walt Disney Company expanded its existing operations and also started divisions focused upon theatre, radio, publishing, and online media. In addition, it has created new divisions of the company in order to market more mature content than it typically associates with its flagship family-oriented brands.

Marketing is found everywhere, it is an activity almost every people is engaged into from small scale business down to large scale business and from a word of mouth, there arises contemporary issues towards marketing. There intends to explore and analyze three of the marketing issues which can be the Integrated Marketing Communications (IMC), Electronic Marketing and Relationship Marketing and the inter-relationships of the three issues and how it provides better stature towards business organization and business passion by providing situations along with comprehensive information and analysis such as those that implies to information technology, its effective means for the above marketing issues in this contemporary business environment. Aside, several proponents understanding of the issues as well as ideas and concepts of each will also be a part of the discussion and to create desirable ways to give reflections and awareness for the readers to learn about and put into daily life.


The effectiveness of market issues integration can substantially impact on the cost incurred to the total organisational system. If all efforts are integrated, the net result is a continuous stream of value-rich actions and outcomes. IMC, RM and E-marketing generates involvement and commitment to organisational programmes as coupled with clear sense of purpose are pre-requisite for the much needed coherence and focus that are ultimately required to produce successful outcomes. There creates and develops appropriate inter-linkages that outcomes in delivery of business quality as expected by marketers and customers along the way. Ideally, communication is an indispensable market activity in the functioning of every issues involved from the crafting of marketing approaches that can be in parallel with external marketing communications, advertised promises stand better chances of being fulfilled to the required level of performance because business is better prepared than out performed.

Integrated Marketing Communication (IMC)

There can be growth towards information technology stance into the posits of marketing and the moving from modern marketing tools that have been the emergence of Integrated Marketing Communications, as there demands more coordinated and strategic approach. Rather than just employing different activities in hope that there can achieved desirable business outcomes, IMC needs to tie in the useful function, as well as purpose and future direction of the company. There can be managers responsible for the company's strategic direction and those who have responsible for inter-relationships in marketing. The fact that there is a need to come together to ensure IMC succeeds can cause difficulties. There can be consequences when managers who should and could have recognized the meaning and impact of changing market conditions failed to do so
Market Overview
The UAE has an open economy with a high per-capita income and a sizable annual trade surplus. Its wealth is based on oil and gas output (about 33% of GDP), and the fortunes of the economy fluctuate with the prices of those commodities. Since 1973, the UAE has undergone a profound transformation leading to a modern state with a high standard of living.

The UAE has one of the most buoyant and dynamic construction industries in the world. Construction is the third largest sector of the economy, after oil and trade. A recent government report outlined that over 1,800 projects, worth around US$27 billion, are currently being carried on in the Gulf region. A succession of multi-billion-dollar projects has transformed Dubai and Abu Dhabi into modern and well-serviced centers of corporate activity.

The UAE’s Construction Sector
The construction sector has been a primary beneficiary of the oil boom and surge in investment. The number of new and ongoing large-scale projects leads the sector to see robust growth for several years to come. Many of the new projects are in the services sector, including the expansion and refurbishment of the country’s airports and the construction of new hotels and commercial buildings.

The three main areas of construction activity in the UAE are Abu Dhabi, Dubai and Ras Al Khaimah, all of which have distinct infrastructure spending programs. The Abu Dhabi construction market is one of the most dynamic markets in the region, with clear indications of continued growth. Some of the mega infrastructure projects for Abu Dhabi are:

Saadiyat Island – US$27 billion
The Al Raha Beach Development – US$14.68 billion
Shams Abu Dhabi project – US$6.8 billion
The Abu Dhabi Airport Expansion – US$6.77 billion
The Mohammed Bin Zayed city – US$1.36 billion
The newly announced port and industrial zone at Taweelah – US$2.17 billion
Some of the mega infrastructure projects for Dubai are:
The Waterfront Project –US$50 billion
Dubai Marina –US$10 billion
The Burj Dubai Development – US$20 billion
Dubailand – US$5 billion
International City – US$2.5 billion
Dubai Healthcare City –US$1.8 billion
Bawadi –US$54.4 billion
Industry Forecast Scenario
2004 2005 2006e 2007f 2008f 2009f 2010f 2011f

Construction Industry value, US$ bn 8.22 9.34 11.10 12.83 14.60 16.33 17.96 19.74
Construction Industry, real growth, %y-o-y 15.00 7.93 8.01 8.48 7.38 6.56 5.74 5.67
Construction Industry, %of GDP 7.81 7.07 7.05 7.04 7.13 7.27 7.35 7.37
Total capital investment US$bn 22.12 29.70 39.21 45.29 51.55 57.68 63.43 69.71
Total capital investment,% of GDP 21.02 22.47 24.90 24.84 25.17 25.66 25.97 26.01
Capital investment per capita, US$ 5,121 6,600 8,113 8,729 9,257 9,656 9,893 10,128
Real capital investment growth, %y-o-y 22.12 27.48 20.00 8.48 7.38 6.56 5.74 5.67
Government capital investment, US$bn 4.14 5.30 6.01 6.17 6.32 5.83 6.03 6.28
Government capital investment,% of total 15.80 15.91 16.41 16.04 16.12 16.19 16.12 16.14
e/f=BME estimate/forecast(bold), Source: ILO,UNCTAD, Central Bank of UAE

Key Projects

Airport Construction And Related Works:

Dubai will invest around US$81.7 billion in the aviation sector between 2006 and 2016. The investment will include the expansion work at Dubai International Airport (DIA) and the development of the Dubai World Central (DWC).

In February 2007, the master plan for the Middle East’s largest executive jet centre was released. The centre is to be built adjacent to the Dubai World Central International Airport (DWCIA) at an estimated cost of US$33 billion.

The expansion work at the DIA to build Terminal 3 and Concourses 2 and 3 is underway. The estimated cost of the project is around US$4.08 billion. The terminals are specifically designed to be able to accommodate Airbus A380s. Once the project is completed, in 2007,Terminal 3 is to have a multi-level underground structure, first-class lounges and dedicated counters, restaurants and 180 check-in counters.

Dubai World Central International Airport is a new airport under construction near Jebel Ali. It will be in be the main part of Dubai World Central - a planned residential, commercial and logistics complex.The airport is planned to have six 4500m parallel runways. When fully built-out it will be capable of handling 120 million passengers and 12 million tons of cargo annually.

The airport will complement Dubai International Airport. The airport will be surrounded by a large logistics hub, an ultra-luxurious golf resort (with suburban housing interwoven between greens and fairways), an expansive trade and exhibition facility (three million square meters of exhibition space-would become the world’s largest single exhibition site/location/address/destination),a massive commercial district, and a spacious residential/housing district.

Estimated at US$82 billion the construction has already begun on the first runway, which is scheduled to open in June 2008.The project is expected to be fully built and operational by 2020. Dar Al Handasah, is the design consultant for Phase one of this project, which includes the runway and the terminal building. Arabtec/Max Bogl joint venture will carry out structural work at the passenger terminal and the air traffic control tower at the Dubai World Central.

Dubai World Central will be a new city where eventually some 750,000 people will live and work. In an effort to accommodate its burgeoning fleet of aircraft, the UAE-based Emirates Airlines is investing US$353 million in a civil aviation engineering facility north of DIA. The centre will cater for the airline’s 74-strong fleet. Once completed it will be one of the world’s largest civil aviation maintenance facilities, with eight hangars.

Abu Dhabi Airports Company (ADAC) has lined up US$8.16 billion redevelopment program for the Abu Dhabi International Airport. As part of this program, ADAC plans to build a new air traffic control complex (ATCC) at the airport. The ATCC is to be positioned midway between the two runways and will be designed to include a five-storey technical and support building integrated with a 110-m high visual control tower.

Construction of an interim passenger terminal for national carrier Etihad Airways began in August 2006.The new terminal will have a built-up area of 50,000m2 and will be connected to the existing main terminal structure. It will also include passenger and baggage handling areas and office and maintenance areas.

Last edited by netrashetty; April 9th, 2011 at 03:41 PM..
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