Organizations continually monitor how their products and services are positioned relative to competitors. Walt Disney has five major divisions as follows: 1) Media Networks, 2) Parks & Resorts, 3) Studio Entertainment, 4) Consumer Products, and 5) Interactive Media. The company faces fierce but different competitors in each segment. Product positioning maps provide useful strategic information for marketing managers as well as corporate executives responsible for strategic planning.
Step 1 Go to https://corporate.disney.go.com/ and review Disney's five major divisions
Step 2 Conduct research to determine Disney's three major competitors in each of the five major divisions. Use the
Cohesion Case as needed.
Step 3 Develop five product-positioning maps for Disney - one map for each of its five major divisions. Include two major
competitors in each map.