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8/16/2019 waltdisneycompany-110218233459-phpapp01
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WALT DISNEY COMPANYCAPÍTULO 6. ANÁLISIS DE LOS
MERCADOS DE CONSUMO (CASOPRÁCTICO)
Presenta: Neri N! Cntreras R"ri#$e%
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Disne&
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'C$es sn s *a+tres "e
!,it "e Disne&- an sa/i" 0ane1ar e 2si+ina0ient
"e *r0a a"e+$a"a.
Pri0er tene0s s *a+tres +$t$raes3$e in4$&en en e +02rta0ient "e+02ra. Disne& *0enta en s$ tar#et5ares 2re*eren+ias &+02rta0ient "e $na *a0iiaesta"$ni"ense +nser5a"ra.
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'C$es sn s *a+tres "e
!,it "e Disne&- Di5ersi7+a+i8n "e 2r"$+ts 9an#$ar"ia te+n8#i+a
ESPN ONEESPN RADIORADIO DISNEYA;C RADIO
;UENA 9ISTA TELE9ISIONA;C
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Pi,ar > Disne&
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E1e02s "e !,it
Par3$es te0ti+s 3$e in5itan a t"a a*a0iia a +n5i5ir
Pe?+$as +n te0as t?2i+s "e a +$t$ra &s+ie"a" nrtea0eri+ana "n"e /rin"ana ense@an%a s/re !,it & a 2esar "e as"i7+$ta"es sie02re a& $n 7na *ei%.
Disne& Canne =ran 5arie"a" "e 1$#$etes
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Estrate#ias 2ara e !,it Disne& a i"enti7+a" s #r$2s "e
re*eren+ia "n"e tiene 0a&r in4$en+ia. Las *a0iias Ls a0i#s Disne& +$/ Li"eres "e 2ini8n (Bnn& Dee2
Oran" ;0) Disne& +anne (in4$en+ia"r "e eata"
a a 0ar+a +ntin$i"a")
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Li"eres "e 2ini8n
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8/16/2019 waltdisneycompany-110218233459-phpapp01
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Res & estat$s
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Disne& "iri#e s$s 2r"$+ts es2e+?7+a0entea as "i*erentes +ases s+iaes 3$e 2$e"ena"3$irirs.
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r e s n s en as"e+isines "e +02ra es2re2n"erante
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Wat Disne&
Ls 0ensa1es en as
2r"$++ines Disne&
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Ls estereti2s
Ta & +0 e,2i+an R/&n $in & ;arrieM+Man sn i0#enes +rea"as 2arare2resentar a $n #r$2 s+ia.
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E r "e as 0$1eresLas 0$1eres sn s$0isas & /e"ientes se rientan
a a0r & a 0atri0ni es a 3$e +$i"a a*a0iia & "e a +asa & en +asines se 2resentaen e r "e a J0a5a"aK en e r "e a Jni@a
in+ente
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Ra%a & +ase s+ia
Se 0$estra a 2ersna1e 0a5a" a 2ersna1eJtntK +0 2ertene+iente a tras ra%as"istintas "e a ra%a /an+a a +ases s+iaes
"es*a5re+i"as
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La i"ea "e J!re0as+$inK
E "estin "e 2rta#nista es $+ar. Est re4e1a s 5aresnrtea0eri+ans "e: P"er in"i5i"$a #r 2ersna e0/re e+ a si 0is0 e s0eti0ient a ?"er & as$+i8n 5ienta "e s +n4i+ts
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M"e "e 2r+es "e +02ra(i"enti7+a+i8n "e 2r/e0a)
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;s3$e"a "e in*r0a+i8n
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E5a$a+i8n "e aternati5as
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De+isin "e +02ra
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En res$0i"as +$entas
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Pst+02ra
E ti" /
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En 3$e senti" es 5$nera/eDisne&-A 3$e "e/er?a 2restar aten+i8n-
Disne& "e/er 2restar es2e+ia aten+i8n aa #/ai%a+i8n
a& n$e5as ten"en+ias +$t$raes +0: is2ana0eri+an
A*ra0eri+ans Asiti+a0eri+ans
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Re+0en"a+ines & 0e"i"as "eMaretin#
Inn5a+i8n +ntin$a en /ase a s+a0/is te+n8#i+s +$t$raes s+iaes& e+n80i+s.
Cntin$ar a2&an" a a s+ie"a"2reser5an" e 0e"i a0/iente (#*
M!,i+). E02ear s$s 7"ei+0iss e"$+ati5s en
2a?ses en 5?as "e "esarr.
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Inn5a+i8n "e +nteni" en s$s2r"$+ts
A"a2ta+i8n "e 0ateria+ine0at#r7+ a as "e0s +$t$ras.
Re+0en"a+ines & 0e"i"as"e Maretin#
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