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“Marketing Excellence: Disney”

  1. Companies need to understand their ability to compete and the environment in which they must compete. Of the strategy planning tools they have available, the PEST (political, economic, sociocultural, and technology) analysis has been shown to be very effective. Do you believe that companies who have a planning culture and use planning tools, such as the PEST analysis, can perform better in the long run than their industry competitors who may not use similar planning tools? Why, or why not? 200 word minimum
  2. Review the “Marketing Excellence: Disney” case study on p. 185 of your textbook. Thinking about how Disney has connected with their customers over the years, discuss one reason why you think they have been able to accomplish this. How do they manage to appeal to so many different target market groups so successfully? 200 word minimum (case study attached for question 2)

Sample Solution

is obviously not what you want to be doing with your summer. Instead of traveling without a purpose, why not be empowered through volunteering in a developing country where you can ‘help’ out by offering your skills and knowledge. ELI’s ‘about us’ section explains their philosophy – ‘the most compelling life lessons come through experience, and that international experiences are among the most profound influences on our sense of self and our view of the world (eliabroad.org). Here ELI puts the ‘volunteers sense of self and worldview’ at the center of the experience. The language used is extremely positive, in that it makes you feel like you are very special for wanting to do something so ‘out of the ordinary’ and that you are choosing to do this because you are ‘globally-minded’. Mary Mostafanezhad (2013) says that this ‘rhetoric of compassion,’ mediates the voluntourism experience, and that it also signifies the expansion of neoliberalism, as states see individual citizens working to alleviate suffering that used to be dealt with by the state (Mostafanezhad,2013:320). From first glance at their website there is a strong sense that it’s about what you are getting out of the experience as opposed to what you can give to others. This is one of the main critiques of voluntourism, in that locals receive no measurable outcome, or are negatively affected by being drained of time, energy and resources which are needed to help a volunteer acclimatise and feel comfortable (Devereux, 2008:362). Devereux mentions that not all volunteer organisations make the endeavour paternalistic rather than reciprocal, in some organisations there is a genuinely beneficial relationship between the giver and the receiver, because true international volunteering for development is an exchange of knowledge as well as skill. As stated in the UN criteria for volunteering, it should always benefit someone other than the volunteer, thus it’s also important to remember that local people working with organisations who seek volunteers, are well aware that the volunteer will bring essential ingredients to the partnership. A 1999 study in Nepal showed that more than half of the local people interviewed, said that they definitely felt that international UN Volunteers had made a contribution that could not have been provided by the locals (Devereux, 2008ː362). ELI’s website’s front page statement says that they are allowing volunteers to work ‘side by side with locals’, which shows an acknowledgement of the importance of working with local institutions. They explain how their biggest expense is to their foreign partners on the ground; ‘we emphasize a fair fee for local peoples services, which helps the local economy and raises the quality of life.’ They also explain that host organisations must ‘have the means to meet your needs’ – and since ‘in the third world, that alone is a huge and costly challenge (eliabroad.org)’ volunteers are expected to pay up to $3000 per project, depending on where it is. For example volunteering in Uganda on a microfinance project costs $1520 for a 12 week placement, and volunteers on this project are required to stay for a minimum of 6 weeks. The fact that ELI are offering placements in microfinance is a major cause for concern and requires a deeper, more critical analysis. First of all it is important to understand what microfinance is and its history. 30 years ago the international development community was elated with the prospect of a new, market-affirming solution to ending poverty in developing countries. Us-educated Bangladeshi economist Muhammad Yunus’ idea of microfinance would, in his words “rapidly eradicate endemic poverty and under-development by creating jobs, raising incomes and include previously excluded groups (notably women) in economic activity’ (Bateman, 2015:1). The UN backed microfinance, nominating 2005 as the ‘Year of Microcredit’ and then United Nations Secretary General, Kofi Annan stated that “microfinance has proved its value, in many countries, as a weapon against poverty and hunger. It really can change peoples’ lives for the better” (un.org). Yunus believed his goal would be reached by bringing capitalism to the poor, and in 1983 established his “bank for the poor”; the Grameen Bank. For the neoliberal orientated WorldBank and USAID, the ideology behind microfinance resonated with their obsession of promoting self-help, individualism and entrepreneurship as the only way poor people could ever escape poverty. ELI fail to explain the concept of microfinance on
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