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Walt Disney began his career in animation with the Kansas City Film Ad company in Missouri in 1920. In 1922 is where Disney and his friend Ub Iwerks who is a gifted animator, founded  the Laugh-O-gram Film studio in Kansas City and start to produce a series of cartoons based on fables and fairy tales.

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The Walt Disney Company’s marketing mix or 4Ps is a determinant of the company’s competitive performance in various industries. The marketing mix is the set of strategies and tactics employed in reaching the company’s target market: Product, Place, Promotion, and Price (The 4P).
There is a large mix of products that Disney is in control of that includes:
- Media Networks
- Parks and Resorts
- Studio Entertainment
- Consumer Products

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The Media Networks include the cable, radio, publishing and digital businesses that the Disney/ABC Television Group is comprised. Disney’s Parks and Resorts are family travel destinations that are visited by millions of guests each year.

The Studio Entertainment segment of Disney’s product mix is the foundation of the company. This section consists of the movies, music, and stage plays that the company shows to its consumers.

Disney’s Consumer Products make up the business segment of the company, consisting of toys, books, and art among other things

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The Walt Disney Company uses different strategies, depending on the kind of product being promoted. The business manages operational effectiveness in reaching a multinational audience through a combination of international, regional, and local implementations of marketing communications. Disney’s marketing communications mix involves the following strategies and tactics:

1. Advertising

2. Direct selling

3. Sponsorship

4. Sales promotion

5. Public relations

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For Disney Interactive and the Consumer Products, the company markets almost entirely towards younger children.

However, for products such as the Studio Entertainment, Media Networks and Parks and Resorts the company can market to older children along with adults in order to create a family friendly atmosphere that will attract more customers.

Also, Disney is able to appeal to the middle class by providing resorts and attractions that are not extremely expensive, allowing families to afford to visit more than once.

Additionally, as global business has grown Disney has become a global company, expanding its business to new markets such as Latin American, Russia, Indian, China, Japan, Europe, the Middle East and Africa.