Case Study Essay Example | Topics and Well Written Essays - 2750 words - 1

Case Study - Essay Example Despite serious social movement of the LGBT (Lesbian, Gay, Bisexual, and Transgender) community in recent decades, the minority of people are still fighting for equality. And in this fight corporations are extremely important in terms of the LGBT community acknowledgement because they can provide their employees with decent support and do it more profoundly than country and local authorities (LGTB Manual, 2010). There are few companies that are able to risk their reputation, unless their reputation is so immaculate, and make such a contradictory issue as accepting non-traditional sexual orientation of the employees in company`s policy. Such companies receive unnecessary attention and their public relations sphere is suffering. In such a situation Disney, the company specializing on the children`s entertainment content and supporting homosexuality acknowledgment at working places looks absolutely extraordinary (Tully, 2013). However, Disney was and remains such company, and despite its worldwide success it is being accused of promoting immoral values to future generation. Reasonably it raises a lot of questions regarding the place of homosexuality propaganda in a corporate world and especially in children`s content. However, Disney manages to communicate to the world that their policy is grounded on higher values such as equality, acceptance, and diversity, and sticking to these goals can se rve as the most important factor. Moreover, Disney`s internal policy of visibility is coherent with its external representation which proves that the company has well-elaborated policy and know what image to create in consumers` perception. Disney was established in 1923 by two brothers, Walter and Roy Disneys, as a small cartoon studio in California. Today this multinational corporation is one of the biggest Hollywood studios and is the owner of 11 theme parks around the planet, two aqua parks, and several broadcasting companies. The company`s main product was

Interpreting and Assessing the Mechanisms of an Award-winning Campaign Essay

Interpreting and Assessing the Mechanisms of an Award-winning Campaign - Essay Example As the report declares Travelocity conducted significant market research and competitive analyses to determine how best to differentiate the business. Qualitative and quantitative research was targeted at mass market consumers to determine the level of spontaneous brand recognition that existed among competitive brands. Survey analyses also indicated that many consumers had never even visited the Travelocity website and that many consumers did not believe Travelocity was differentiated positively against competing travel brands. This market research effort was the primary catalyst for problem recognition: The business needed a voice, needed brand recognition, and a strategy to position the brand effectively against competition. This market research effort, a well-invested activity, also identified the most appropriate target market to give the company its first real sense of direction in promotion. This paper stresses that the proactive market research activities allowed the business to examine competition with a critical and exploratory lens. It identified that the broadest segment of buyers, those who view travel websites and primarily between 24 and 35, were being overlooked by other travel brands. Travelocity realised that lack of competitive emphasis in the 24 to 35-year-old market and their available financial resources could give the business a chance to differentiate and capture this market’s attention. ... This market research effort was the primary catalyst for problem recognition: The business needed a voice, needed brand recognition, and a strategy to position the brand effectively against competition. This market research effort, a well-invested activity, also identified the most appropriate target market (24-35 year old â€Å"novice† travellers) to give the company its first real sense of direction in promotion. 3. Why the 24 to 35-year-old buyer? The proactive market research activities allowed the business to examine competition with a critical and exploratory lens. It identified that the broadest segment of buyers, those who view travel websites and primarily between 24 and 35, were being overlooked by other travel brands (Hall and Nairn 2005). Other markets that consisted of frequent travellers maintained characteristics and attitudes that would have made Travelocity have to invest more capital and human capital into trying to attract and then subsequently retain these buyers, since they were more knowledgeable and discriminating about travel (Hall and Nairn 2005). According to Cui and Choudray (2002), a target market is most desirable when competition is in a weak position to respond to consumer needs and when the demographic maintains adequate resources. Additionally, the market is attractive when the brand has the ability to match a certain segment’s needs and requirements (Cui and Choudray 2002). Travelocity realised that lack of competitive emphasis in the 24 to 35-year-old market and their available financial resources could give the business a chance to differentiate and capture this market’s attention. According to Macrae (2011, p.2), this particular age group faces