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Marketing Plan: Phase I Paper

Marketing Plan: Phase I Paper
Learning Team A
University of Phoenix
MKT 421

Marketing Plan
Children today are tech savvy and want to emulate their parents. Virtually, every child clamors for a cell phone. Children want cell phones for many different reasons, ranging from looking cool to staying in touch. Some parents have made the decision to allow their children to have a cell phone but realize they have no real control over its use. This is where The Walt Disney Company is stepping in to assist parents and to give them options on how to control their child’s cell phone usage. This paper will provide an overview of the proposed product to meet those needs and a look at the marketing necessary to make the product successful.
Organizational Overview
The Walt Disney Company began in 1923 as a small animation studio in Los Angeles. The company has evolved into a global corporation. The company has 11 theme parks, eight vacation club resorts, and a cruise line that covers three continents (Walt Disney, 2007). Walt Disney is an organization that is recognized around the world for providing high quality entertainment of all kinds with film, televisions shows, theme parks, customer products, and resorts. The mission statement for Disney is, “We are committed to a standard of excellence in every aspect of our business and in every corner of the world, ethical and responsible conduct in all of our operations respect for the rights of all individuals and respect for the environment” (Walt Disney, 2007).
Disney has been able to develop a strong cross-promotional strategy when it comes to finding new ways to promote the company’s goods and services. When Walt Disney first envisioned Disneyland, he designed it in a way that would allow for change and growth in the theme parks and to market the consumer goods that would sell globally. Disney’s merchandise was first sold exclusively in theme parks alone and could not be purchased elsewhere, but this has changed due to...