Analysis of Disneys Powerful Marketing Machine Article by Ryan Tracy - Essay Example

Marketing Channel. Instruction: Marketing Channel. In business and the corporate or trade industry, marketing channel refers to the various practices that are involved with the handover or transfer of ownership from the manufacturing of a product all the way to the delivery to the consumer. In most situations, there are numerous activities involved, and these activities constitute the marketing channel. Therefore, the marketing channel is basically involved with the activities surrounding the getting of products or services to consumers, through any of the mechanisms that various companies use to accomplish the task.

In light of this definition, an evaluation of the article Disney’s Powerful Marketing Machine by Ryan Tracy can sufficiently form a basis from which the various aspects of marketing channel can be weighed. Disney’s Powerful Marketing Machine by Ryan Tracy looks at the various marketing and business tools used by Disney as a company. The article tries to evaluate the various successes that Disney has achieved, and looks at these successes in relation to the history that Disney as a company has.

It is based on Disney CEO’s remarks on the company, and while the article acknowledges various company CEO’s wont for braggadocio, it draws the line by stating that Disney can actually stand up to the success story behind it. As such, one of the major reasons behind Disney’s success is its intellectual property resulting from an array of highly popular and prosperous characterization in the film industry. This is also backed by years of experience in the logistics involved in making a product and its merchandise as successful as possible.

Disney’s worldwide presence means that they have virtually unlimited reach, and coupled with their experience at marketing their merchandise and effectively pricing them anywhere, the Disney magic has always ensured very high success rates. Moreover, Disney has spread its wings to cover almost all the relevant aspects of its scope, from animations, films, books, videogames, magazines, mobile apps, and even its own network channel. Nonetheless, the Disney has not had a very successful implementation of the internet-based media consumption that characterizes the younger generation.

While this has caused losses for the company, it has out measures in place to rejuvenate its interactive division. In all, the article foresees a successful future for Disney, particular in consideration of its past and the recent acquisition of Marvell, another giant in action heroes. This article highlights various aspects of marketing channel, but mostly the fact that an effective marketing channel is realize after a long period. Disney as a company has also pioneered various aspects in the industry it is involved in, and this has given it first-hand knowledge of identifying the most important elements of what it takes to succeed in the industry.

One of the key implications that services marketing practitioners can learn from this is that realizing success in the marketing industry to the level that most of the products become a success is something that takes quite a long time, and cannot be easily achieved. One of the personal points of interests drawn from this article is the fact that success in product or service marketing can be made much easier by diversifying the areas of interest to be as wide as possible. Disney has interests in a wide array of fields, and this makes it much easier for it to successfully market most of the products and services that it introduces into the market.

References. Tracy, R. (2010, November 3). Disney’s Powerful Marketing Machine. Retrieved from: http://www.newsweek.com/disneys-powerful-marketing-machine-69771