The purpose of this assignment is to identify your target customer, create a graphical document to introduce your product or service to potential consumers, build customer interest, and encourage customer engagement.
Complete the Target Market Worksheet which will describe the demographics of your target customer, explain how you would expand into other global markets, create a graphic to appeal to your customer, and include a brief journey map to describe the consumers process.
APA style is required for the body of this assignment, solid academic writing is expected, and documentation of sources should be presented using APA formatting guidelines.
Target Market Worksheet
Description of Target Market
Write a 250-500-word description of your target customer (i.e., your customer persona). Describe the key demographics of your target market, including customer description, location, behaviors, psychological profile, and other population attributes.
Consider how you would expand into other markets. These may include other demographic groups, other regions, other countries, etc. Then, select a second and third target market to focus on. Customers in alternative markets will likely have similar attributes to the initial target market with some major differences. Complete the table below comparing similarities and differences between the primary, secondary, and tertiary target markets.
Primary Target Market – Persona Description
Secondary Target Market
Tertiary Target Market
Other Demographic Attributes
Other Geographic Attributes
Other Psychographic Attributes
Other Behavioral Attributes
Design and create a one-page graphic (advertisement, brochure, or flyer) about your product or service created in the Topic 3 assignment to appeal to customers. The goal is to generate customer awareness and interest in your product or service. You may paste it in this worksheet or attach it as a separate document.
User Journey Map
This portion of the assignment is to document the process by which a customer engages with your business, purchases, and utilizes your product or service. You may refer to the topic Resources for more information about journey maps.
Create a journey map of how your customer interacts with your business to purchase and use your product or service. This should be submitted as a bulleted list of all steps in the purchase and use processes. Be sure to include the entire process (i.e., every step the customer takes from first considering purchase [location, product, etc.] until product is used or service delivery is completed).
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Make a list of the sources of revenue that Walt Disney discloses in its 10k, based on the excerpt from its 2014 10k.
Which of the listed revenue sources would you expect that Walt Disney could recognize immediately upon sale of product or service?
When does cash change hands with accrued revenue? Which of the listed revenue sources would you expect that Walt Disney would need to accrue for?
When does cash change hands with unearned revenue? Which of the listed revenues sources would you expect that Walt Disney would initially account for as unearned revenue?
What does Walt Disneys Form 10-K communicate
about its unearned revenue and accrued
Over the past year, The Walt Disney Company (DIS) has made the news because it increased its ticket
prices at Walt Disney World in Florida, Disneyland Park in California, and other parks around the
world. Ticket revenue, however, is not its only source of revenue. The following is an excerpt from the
Notes to Consolidated Financial Statements in Walt Disneys Form 10-K for the fiscal year ended
September 24, 2014, pages 74 75. (Note: Paragraph numbers added by author.)
(Paragraph 1) Television advertising revenues are recognized when commercials are aired.
Revenues from television subscription services related to the Companys primary cable programming
services are recognized as services are provided. Certain of the Companys contracts with cable and
satellite operators include annual programming commitments. In these cases, recognition of revenues
subject to the commitments is deferred until the annual commitments are satisfied, which generally
results in higher revenue recognition in the second half of the year.
(Paragraph 2) Revenues from advance theme park ticket sales are recognized when the tickets are
used. Revenues from expiring multi-use tickets are recognized ratably over the estimated usage
period. For non-expiring, multi-day tickets, revenues are recognized over a five-year time period
based on estimated usage. The estimated usage periods are derived from historical usage patterns.
(Paragraph 3) Revenues from the theatrical distribution of motion pictures are recognized when
motion pictures are exhibited. Revenues from home entertainment and video game sales, net of
anticipated returns and customer incentives, are recognized on the date that units are made available
for sale by retailers. Revenues from the licensing of feature films and television programming are
recorded when the content is available for telecast by the licensee and when certain other conditions
are met. Revenues from the sale of electronic formats of feature films and television programming are
recognized when the product is received by the consumer.
(Paragraph 4) Merchandise licensing advances and guarantee royalty payments are recognized
based on the contractual royalty rate when the licensed product is sold by the licensee. Non-
refundable advances and minimum guarantee royalty payments in excess of royalties earned are
generally recognized as revenue at the end of the contract period.
(Paragraph 5) Revenues from our branded online and mobile operations are recognized as services
are rendered. Advertising revenues at our internet operations are recognized when advertisements
are viewed online.
1. Make a list of the sources of revenue that Walt Disney discloses in its 10k, based on the excerpt
from its 2014 10k.
2. Which of the listed revenue sources would you expect that Walt Disney could recognize
immediately upon sale of product or service?
3. When does cash change hands with accrued revenue? Which of the listed revenue sources
would you expect that Walt Disney would need to accrue for?
4. When does cash change hands with unearned revenue? Which of the listed revenues sources
would you expect that Walt Disney would initially account for as unearned revenue?