The Walt Disney Company has diversified following a similar strategy, expanding from its core animation business into theme parks, live entertainment, cruise lines, resorts, planned residential communities, TV broadcasting, and retailing by buying or developing the strategic assets it needed along the way.

Is Disney's diversification related or unrelated?

Because films and television are both aspects of entertainment, Disney's purchase of ABC is an example of related diversification. Some firms that engage in related diversification aim to develop and exploit a core competency to become more successful.

What marketing strategy does Disney use?

Disney's "content marketing" strategy goes in reverse compared to most brands. Meaning, where most brands start with a physical product and then build a story around it in the form of "content marketing," companies like Disney do exactly the opposite.