Disney brand positioning

Walt Disney case study Submitted to: Mr.Farrukh Idrees Submitted by: Ali Husnaen & Muhammad Waqas

Table of Contents

Introduction

3

Company Background

3

Brands of Walt Disney

4

Company Mission Statement

5

Objectives

5

Strategies

5

Internal Audit

4

Strengths

4

Weaknesses

6

Internal Factor Evaluation (IFE) Matrix

7

External Audit

7

Opportunities

7

Threats

8

External Factor Evaluation (EFE) Matrix

10

Strategic Analysis

10

Strengths-Weaknesses-Opportunities-Threats (SWOT) Matrix

10

Strategic Position and Action Evaluation (SPACE) Matrix

12

Grand Strategy Matrix

15

Recommendations

19

Sources

23

Introduction:

Walt Disney Company is a diversified international company with operations in four business segments: Media Networks, Parks and Resorts, Studio Entertainment and Consumer Products. They employ over 150,000 people in over 40 countries and had revenues of approximately $40.89 billion in 2011

Walter Elias

Walter Elias "Walt" Disney (December 5, 1901 – December 15, 1966) was an American film producer, director, screenwriter, voice actor, animator, entrepreneur, entertainer, international icon and philanthropist, well known for his influence in the field of entertainment during the 20th century.

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“I do not like to repeat successes; I like to go on to other things.”

“Walt Disney”

He was co-founder of Walt Disney Productions, which later became one of the best-known motion picture producers in the world. The corporation is now known as The Walt Disney Company and had annual revenue of approximately US$40.89 billion in the 2011

Disney itself was a great film producer and a popular showman and also an innovator in cartoons and theme park design. He and his staff created some of the world's most famous fictional characters including Mickey Mouse, for whom Disney himself provided his voice.

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Walt Disney brands and portfolios

Disney media networks Disney parks and resorts Disney studios

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Company Mission Statement

The mission statement is defined as a company’s “statement of purpose.” The current mission statement for the Walt Disney Company is:

“To be the world’s leading producers and providers of amusement and information. Using our portfolio of brands to differentiate our content, services and consumer products, we track for to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”

Vision

Walt Disney strives to be the world’s most famous entertainment company by creating an amazing experience for individual of all ages.

Objectives

Objectives are the goals which an organization wants to achieve in future. Objectives can be both long term and short term. Organizations design their objectives according to economic and competitive climate.

They design their compensation programs to achieve the following objectives in the context of the Company’s large and complex business:

· Support the Company’s business strategy and business plan by clearly communicating what is expected of executives with respect to goals and results and by rewarding achievement;

· Attract, motivate, and retain executives with superior talent; and

· Align incentive compensation with performance measures that are directly related to the Company’s financial goals and creation of shareholder value.

The Walt Disney Company mostly does not publish its corporate objectives.

Strategies

Strategies are the tools through which company attain its objectives. We can also say strategies are the path to achieve objectives.

Strategy is the course of action on which an organization decides to get on affects all divisions and aspects of said organization. Strategies should be formulated and implemented only once all internal and external factors are assessed. Only then can a strategy be deemed “safe” for a company for implementation. So Walt Disney will make its strategies after assessing its internal and external factors.