I am sending this question back in for an answer.. I need at least 2 pages.. Thank you so much for your help.

Scenario: unit 2

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 20062012. 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 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: Case Study Is Below..

2. Learn how to write a Business Memo by downloading the short explanation on the document icon and looking at the business memo example in doc sharing below.

3. Use APA style referencing to avoid plagiarism. Include in text citations and a References page. Use a minimum of two References resources, including your textbook.

4. Select a Disney franchise mentioned in the case study.

5. In your business memo, summarize the follow ing marketing strategy components of your selected Disney franchise by addressing the following items:

Case study

In 2006, Disneys Pixar released the hit movie Cars, which grossed $462 million worldwide. Since then, Cars mer-chandise has generated over $2 billion in sales each year. Pixar has since created a series of Cars shorts to be aired on the Disney Channel with a subsequent DVD release. A Cars sequel was released in 2011 along with an online virtual gaming world on its Web site to help build hype. In 2012, Disneys California Adventure theme park opened its 12-acre Cars Land attraction. At Disney, the brand is the name of the game, and the cross-platform success of the Cars franchise is by no means an exception to the rule. Disney also has the Jonas Brothers, Hannah Montana, High School Musical, the Disney Princesses, Pirates of the Caribbean, and the list goes on and on. The man behind the magic is Disneys CEO, Bob Iger, who has lead a dramatic revitalization of the Disney brand since succeeding longtime head Michael Eisner in 2005. When he first took the post, his strategy shifted Disneys focus to its stable of franchises. These franchises are distributed across Disneys multiple company plat-forms and divisions, such as Disneys various television broadcast platforms (the Disney Channel, ABC, ESPN), its consumer products business, theme parks, Disneys Hollywood Records music label, and Disneys publishing arm in Hyperion, just to name a few. Igers franchise strategy has been supported by the other major move he made upon first becoming CEO. On his first day on the job, Iger told the board that revitalizing Disneys animation business was a top priority, which would be improved through the purchase of Pixar. As part of Igers franchise strategy the deal made perfect sense, as many of Disneys latest television shows, theme park rides, and merchandise were based on Pixar characters. Finding a new market to push the Disney franchise into became a priority as well. With the Walt Disney Company experiencing flat growth, it was becoming evident that Disney had missed some opportunities for broader success due to a narrowing of its target market, which was at the time largely associated with younger children. Igers first move was to broaden Disneys viewership by moving the Disney Channel from premium to basic cable and launching local versions in key global markets. Then, Disney began pushing franchises to capture the rapidly growing tween market. Putting its support behind the Disney Channels High School Musical, Hannah Montana, and the Jonas Brothers (who were emerging out of Disneys music label), Disney quickly generated a series of franchise juggernauts in the tween-girl market. Though Disneys focus has remained on family-friendly fare, Iger has shown a new willingness to look to even broader markets, if it fits with the Disney brand. Disneys Pirates of the Caribbean, the first Disney film with a PG-13 rating, played a major role in refocusing the brand, being based on the classic theme park ride, and it also helped expand the Disney appeal to older kids and even adults. The Pirates and Cars franchises also provided preliminary steps for Disneys latest endeavors to crack the tween-boy (age 6 to 14) market, one traditionally difficult for media companies to sustainably capture. Their efforts focus around the new Disney XD channel, with a broad range of offerings, such as potential new franchises like the science fiction action-adventure show Aaron Stone and showcases of new musical talent. Disney will also be able to leverage ESPN to create original sports-based programming. The recent acquisition of Marvel Entertainment also provided Disney with a broad stable of material to create content for that platform. The channel is accompanied by a Disney XD Web site, which will promote the channels programs, as well as offer games and original videos, social networking, and online community opportunities. As it continues to expand and provide new franchise offerings, Disney looks to have relatively strong momentum. The success of its cross-platform franchise strategy has certainly helped it weather the economic downturn as the effects of the recession continue to recede. Disney plans to continue that strategy with the release of many film franchise sequels, including new Cars, Pirates, and Monsters, Inc. films. As the late Steve Jobs, former Apple CEO and Pixar stakeholder, commented, Family is a renewable resource, and right now, Disney is making the most of it.