Meaning & Purpose : Market position is how product occupied into audience mind to increase its market share. Product sale is proportional to the product sales. It is important customer fully understand your company brand. If people misunderstand your brand, your company will be easily replace by other competitor in the market.
In this section , I will analysis how Walt Disney and Marvel expand their new market by crowdfunding through their stocks to able to spend on their latest project (movie, theme park , merge company) to keep the entire company running.
In 2009 , Disney bought Marvel Entertainment with $ 4 billion to expand its market to competitive with others company like DC comic & Dreamwork. The leadership of Walt Disney is to focus on generating the best creative content,fostering innovation and utilising the latest technology, while expanding into the new marketing around the world. As Marvel is a subsidiary company of Walt Disney, therefore it doesn't had its own stock price.
To expand and develop a new market. Marvel need a provider to provide human resources and money, which are all from Walt Disney. For the money issue , Disney has its own stock which gather lots of share holder to provide cash for the subsidiary company. It is because it require lots of money for human resources for a new movie, theme park and toys etc. It can be understand as the more share holder, the production process of a new project will be finish fast and finally increase their annual income.
It is the screenshot of Walt Disney one month stock price, the share is rising rapidly and it increased 0.86% today so far.
Below is the annual report of Walt Disney in 2014. As you can see " Studio Entertainment" , it had an sharp increase of income. Between 2012 and 2013 , only 3% of income increase, however between 2013 to 2013, 22% of income had increase. This result had clearly showed that the market position of Walt Disney was mainly focus on Studio Entertainment product such as movie of Marvel & Disney itself. It had a great increase of income which means the products were great and able satisfy the target audience. It gives an image to the audience that Marvel & Walt Disney are great of doing movie / animated movie.
Theme Park
The screenshots below showed the Global Theme park Attendance & Top 15 Theme Park in Asia Pacific. The top 8 of Global theme park attendance are all Disney world theme park. The top 15 theme park in Asia Pacific, 3 of Disney theme park are also on the list. It clearly showed that the market position of Walt Disney is not only focus on Studio Entertainment. It also aim for theme park & resort. Most of the Theme park market were occupied by Walt Disney. Therefore Walt Disney had a great success on market position.
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