You are a new marketing associate working for a growing Hollywood movie production company named Movie Insights, Inc. Your marketing manager is working on a quarterly update to the marketing plan for the company. The marketing manager assigns you the task of researching the success of the Disney Company under the direction of Chief Executive Officer (CEO) Bob Iger during the years 2006-2012. You have 7 days to conduct your research and report your findings. Directions for completing this assignment: Before beginning this Assignment, make sure to review the Learning Activities pertaining to the target market and marketing mix which you will help you to be more successful in completing this Assignment. Write a 2-page, business memo answering the following questions. For assistance with your Assignment, please use your textbook and library research resources. The directions for you to execute this task are as follows:
1. Read "Disney®: The Happiest Place on Earth" case study: Click here
2. Learn how to write a Business Memo by downloading the PDF below.
3. Use APA style referencing to avoid plagiarism. Include in-text citations and a References page. Use a minimum of 2 References resources, including your textbook.
4. Select a Disney franchise mentioned in the case study.
5. In your business memo, summarize the following marketing strategy components of your selected Disney franchise by addressing the following items: Checklist: Summarize the marketing strategy for one of Disney's franchises mentioned in the case study during the years 2006-2012:
- Describe the target marketing strategy used.
- Describe the components of the marketing mix.