Disney marketing case study

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.

Disney Goal

At Disney, we believe being a good corporate citizen is the right thing to do: for our consumers and guests, our employees, and our businesses. It makes our company a desirable place to work, reinforces the attractiveness of our brands and entertainment, and strengthens our bonds with families.

Our goal is to achieve exceptional performance by embedding citizenship into all of our daily decisions and actions, guided by three core principles.

Core Principles

Act

Act and create in an ethical manner and consider the consequences of our decisions on people and the planet

Champion

Champion the happiness and well-being of kids and families in our endeavors

Inspire

Inspire kids and families to make a lasting, positive change in the world

Disney competitors:

These are some major competitors of Walt Disney

· News Corporation,

· Viacom

· NBC Universal

· Times Warner

Competitive Profile Matrix (CPM)

Before designing any strategy it is necessary to see the strategies and performance of our competitors. We evaluate the competitive position of our competitors and than make the strategies for the future. So this is the competitive profile matrix which will show the position of our competitors with respect to us like News and Time Warner.

Corporations

Walt Disney

Time Warner

News

Critical success factors

Weight

Rating

Score

Rating

Score

Rating

Score

Advertising

0.4

2

0.20

4

0.8

3

0.6

Product Quality

0.3

3

0.10

3

0.3

4

0.4

Price Competitiveness

0.1

2

0.05

3

0.45

2

0.1

Management

0.3

3

0.1

4

0.4

3

0.3

Financial Position

0.4

4

0.10

3

0.3

4

0.4

Customer Loyalty

0.45

3

0.15

2

0.3

3

0.45

Global Expansion

0.6

3

0.20

4

0.8

3

0.6

Market Share

0.1

2

0.2

3

0.3

3

0.3

2.75

1

3.65

3.15

External audit:

Opportunities:

· Economic conditions prevailing in USA reflect moderate position.

· Walt Disney is practically ready to internalize the social shift.

· Walt Disney is implementing all the related laws regarding entertainment industry.

· Opportunity to renovate attractions in Park and Resorts Division due to increase in profit

· Growth from cable and satellite operators creating even more possibilities for Disney to make money with their network

· Prospect to build more theme park and resorts worldwide

· Openings in other areas of the travel business

· Opportunity to invest in building theme parks to satisfy the increase in guest spending, theme park attendance, and hotel occupancy

· Target new costumers group

· USA is maintaining favorable strategic directions towards entertainment industry.

· Walt Disney is proactive in both sensing & implementing the new technology.

· International components for Walt Disney actually seem favorable. Therefore new markets should be searched and taken into consideration in foreign developed countries like Malaysia, Singapore, and Thailand etc.

Threats:

· The entertainment is experiencing social shift whereby members of the society are seeking out value, more relaxation activities and have become knowledgeable also.

· Entertainment industry is subject to various legislations which a pass at reasonable rapidity.

· The formal policies of USA are not based on objective analysis and judgment.

· Technologies advancement shift is quite significant resulting in impact on entertainment industry.

· Lasting economic recession leading to slow growth rate

· High unemployment rate

· Park and Resorts Divisions’ success is unpredictable because of exchange rate fluctuations; travel industry trends; amount of available leisure time; oil and transportation prices; and weather patterns and seasonality.

· Changes in technology leads customers to stream online instead of buying DVD.

· Online streaming makes Disney defenseless to piracy and violation of its intellectual property.

· Retail distribution business are influenced by seasonal consumer purchasing behavior and by the timing and performance of animated theatrical release

· Increase in labor cost which will have a noticed impact in Walt-Disney expenses due to their large amount of employee.

External Factor Evaluation (EFE) Matrix:

External factor evaluation matrix is a tool for summarization and evaluation of the major opportunities and threats in the functional areas of an organization. In this we write opportunities and threats according to their importance and then rate them by different numbers according to their value in case of that organization. After assigning weights and rating we multiply them and find out weighted average score. Then we use these scores for making strategies.