Disney+ : pricing and strategy / Karen Robson.

Format:

Book

Author/Creator:

Robson, Karen, author.

Series:

SAGE Business. Cases.

SAGE Business Cases

Language:

English

Subjects (All):

Disney--Case studies.

Disney.

Disney Enterprises (1996-)--Case studies.

Disney Enterprises (1996-).

Pricing--Case studies.

Pricing.

Streaming technology (Telecommunications)--Prices--Case studies.

Streaming technology (Telecommunications).

Physical Description:

1 online resource.

Place of Publication:

London : SAGE Publications: SAGE Business Cases Originals, 2022.

Summary:

Disney is one of the leading entertainment companies in the world. Towards the end of 2019, it launched a streaming service called Disney+. The service has proven enormously popular: less than one year after its launch, Disney+ has already achieved its five-year goal with respect to registered users. In 2020, Disney added a premium tier to its streaming service called Premier Access, which users could purchase to get early access to Disney's premium content: the live action remake of Mulan (initially intended for theatrical release). This case provides an opportunity for students to understand and assess how the marketing environment impacts strategic decision-making in marketing. In addition, this case provides information on the pricing strategy implemented by Disney, which students can use to better understand strategies available when pricing new offerings.

Notes:

Includes bibliographical references and index.

Description based on XML content.

ISBN:

1-5297-7397-0

9781529773972

OCLC:

1277087311