Disney Competitive Actions

In chapter 8 we discuss how competitors respond to a new firm coming into specific markets. Disney entered competitive markets such as streaming services and cruise lines which needed to be designed specifically and uniquely for Disney to stand out.

Disney Cruise lines focused on family friendly experience with themed dining and sleeping quarters as well as having iconic Disney characters on the ship. Disney leveraged using innovative technologies for story experience with the passengers as well as brand legacy to have an emotional connection with Disney characters and the passengers. The other cruise lines started to offer other family-oriented activities to combat what Disney was offering.