Honors Theses and Capstones

Date of Award

Spring 2015

Project Type

Senior Honors Thesis

College or School




Program or Major

Business Administration: Marketing

Degree Name

Bachelor of Science

First Advisor

Bruce E. Pfeiffer


Considered a modern-day marketing marvel, The Walt Disney Company has a long established and loyal consumer base. Beginning as Disney Brothers Studio in 1923, the Walt Disney Company has diversified into 5 business components - Media Networks, Parks and Resorts, Studio Entertainment, Consumer Products, and Interactive. With a constant emphasis on creating timeless family entertainment, founder Walt Disney passed on to the company the commitment to maintaining the fantasy in which Disney and its theme parks have come to be known. To further expand on these ideals of brand management this paper first reviews the history and current status of the amusement park industry in the form of a situation analysis. It then specifically reviews Disney and identifies strengths, weaknesses, opportunities, and threats via a SWOT analysis. Lastly, it investigates Disney’s positioning within the theme park industry with respect to brand personality. Results indicate that Disney maintains a strong and unique position within the industry.