The Walt Disney
Company is all about satisfying their customers with consumer products, whether
they are individual consumers or big corporations. Disney frequently engages in
business marketing and is very open about this, they even have their own
Business to Business page on their website indicating ways on how an
organization can "do business" with them as well. This page is made
up of six categories, these categories include: Advertise With Us; Travel Agents
Only; Disney Studio Operations; Disney Meetings & Conventions; Disney
Insititute; and Supplier Information.
The company's business customers are mainly re-sellers such as Toys R Us
and Party City, who sell Disney's wholesale items. Toys R Us sells Disney
branded toys from their various product lines such as "Disney
Princesses" and "Disney Fairies", as does Party City with party
decorations imprinted with Disney characters on them such as balloons, plates,
cups, piñatas, party favors, and so on. These are just a few of the many
re-sellers who have become Disney's regular business customers.Although Disney
participates in business-to-business commerce, the company is often credited
for their relationship marketing skills. Disney is really big on building
long-term relationships with customers, both consumers and businesses. They
show this by forming many strategic alliances. Disney's studio entertainment
division's alliances are the Prospect Studios, the Golden Oak Ranch, and
KABC7's Studio B. These studios provide the setting for most of Disney's
productions, including films, tv shows, and even their commercials. Disney used
to have so many alliances, until the company decided to buy out almost all of
them. For instance, Touchstone Pictures, Hollywood Pictures, and Pixar were the
company's top three partners who were always involved in the latest Disney
films but Disney depended on them so much that they decided to buy them all out
instead. Thereby, turning these companies from well trusted partners to Disney
property. In addition, Disney is
also starting to partake in business-to-business (B2B) e-commerce in order to
advance their internet marketing. So far they have done a great job by forming
a joint venture with Hulu, one of the top streaming websites to surf the web.
Disney has progressed so much in the e-commerce field that the company's ABC
Television Group division currently owns 27% of Hulu. As you can see, Disney
continues to be in its prime and will continue to successfully achieve its
goals and sell to its individual consumers and to its business customers as
well. I am sure that Walt Disney himself would be so proud of what his company
has become today.
