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Disney

MGT 410
by

Jessica Fr

on 13 December 2012

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Transcript of Disney

The Walt Disney Studio - Stage - Disney on Broadway
- Disney on Ice
- Disney Live! - 11 Theme Parks
- 43 Resorts
- 4 Cruise Ships Parks and Resorts North America, Europe & Asia Nicole Cataldo
Jessica Franqui
Eman Safi
Nicole Santora Media Networks - ABC Owned Television Studios
- Disney Channel
- A&E Television Networks
- Disney Media Distribution
- Hyperion Disney Consumer Products - Disney Media Games
- Disney Media Networks
- Apparel
- Toys
- Home Decor
- Books - Magazines
- Food
- Beverages
- Stationary
- Electronics
- Fine Art Disney Interactive - Network Websites Disney Intangible Resources - Goodwill
- Culture
- Brand Equity - Knowledge/Creativity
- Reputation
- Intellectual Property - Walt Disney Records
- Hollywood Records Labels
- Disney Music Publishing The Walt Disney Studio - Music The Walt Disney Studio - Movies - Walt Disney Studios
- Walt Disney Animation Studios
- Pixar Animation Studios
- Disneynature
- Marvel Studios
- Touchstone Pictures PESTEL Analysis Political Economical Technological Sociocultural Ecological Legal PESTEL Analysis PESTEL Analysis - War = decrease in travel

- Update political contibution Disclosures

- Declared annual dividend $0.60 - Changes in Exchange rates & price levels

- Economic Depression

- Agreement with Comcast

- Regulated TV Broadcast VRIO Framework http://www.ehow.com/info_7750486_disneys-marketing-strategies.html Disney is committed to providing unique entertainment experiences across its wide range of brands while remaining locally and culturally relevant across the globe
Disney has expanded its business in Latin America, Russia, India, China, Japan, Europe, the Middle East and Africa
In order to capitalize on foreign customers wanting to be a part of the Disney brand, Disney developed theme parks around the globe
Disneyland Paris
Tokyo Disney
Hong Kong Disneyland International Strategy http://thewaltdisneycompany.com/about-disney/leadership/board-of-directors Susan Arnold. Director since 2007
John S. Chen. Director since 2004
Judith L. Estrin. Director since 1998
Robert A.Iger. Chairman and CEO
Fred H. Langhammer. Director since 2005
Aylwin B. Lewis. Director since 2004
Monica C. Lozano. Director since 2000
Robert W. Matschullat. Director since 2002
Sheryl Sandberg. Director since 2010
Orin C. Smith. Director since 2006 Board of Directors http://thewaltdisneycompany.com/investors/disney-stock We would work for the firm
We would invest Our Opinion Roy and Walt Disney 1928 Disney Cartoons The Management Team Robert Iger
CEO, Chariman Andy Bird
Chairman, Walt Disney International
The Walt Disney Company Five Strategic Approaches Disney Mission Statement CNN Robert A. Iger Andy Bird Three fundamental aspects of the company:

Generating the best creative content possible.

Fostering innovation and utilizing the latest technology.

Expanding into new markets around the world. Has made Disney acquire UTV, one of India’s premier media and entertainment companies reaching almost 250 million consumers through film, television and interactive media.

Launched free-to-air Disney Channels in Russia, Turkey and Spain.

Launch Dlife, Japan’s first foreign-owned and free-to-air channel targeting women and families.

Increase local production.

Recognize and integrate Disney’s international structure and leadership ranks. QUESTIONS??? Robert A. Iger
Chairman & CEO Bob Chapek
President, Disney Consumer Products Alan F. Horn
Chairman, The Walt Disney Studios James Pitaro
Co-President, Disney Interactive Thomas O. Staggs
Chairman, Walt Disney Parks and Resorts Anne Sweeney
Co-Chairman,
Disney Media Networks &
President, Disney•ABC Television Group John Pleasants
Co-President, Disney Interactive MULTIDIVISIONAL
STRUCTURE - Changes in consumer taste
-May reduce profitability
- Change in food standards
-Heroes Work Here - Change in technology -> change in conmsumer demands
-Disney offers home entertainment
- Disney Tech Dept. offers array of entertainment - Uncontrollable events may reduce demand -
- Efforts to plant trees - Piracy Five Forces Model http://sec.edgar-online.com/walt-disney-co/s-4-securities-registration-business-combination/2006/02/17/Section14.aspx Threat of Substitiues - Buyer has low differentiation between companies
- Buyers switching to Dreamworks
- Low threat from other film companies – always a market for animation
- TV Channels Five Forces Model Threat of New Entry - 2 Huge superpowers in the market in Pixar and Dreamworks
- Costs a lot of money to create
- Disney Dominates the Market
- Disney TV Five Forces Model The Power of Buyers - Hugely established brand
- Lots of wings of the company, involved in lots of markets
- Lots of revenue
- Household Name
- Lots of Controversy Five Forces Model The Power of Suppliers http://dougkerr.wordpress.com/2011/03/20/porters-five-forces-disney/ - The bargaining power of suppliers is moderate

- Disney Company is highly differentiated and unique

- Important customer of many of the suppliers

- Size Disney is a great advantage. http://dougkerr.wordpress.com/2011/03/20/porters-five-forces-disney/ Five Forces Model The rivalry of exsisiting Firms - There is high rivalry in the entertainment industry - movies
- Top competitiors:
- Time Warner
- CBS
- 20th Century Fox
- Universal Pictures http://corporate.disney.go.com/citizenship2010/overview/corpinformation/ Disney Segments “Making people happy”. Walt Disney Disney’s Life Cycle ` Value of the Disney Brand
Copyright-protected characters
Corporate culture
Value system
Creativity
Complimentary Business Units
Happy employees=Happy customers

(Joshi, 2012) Competitive Advantage (Lindblad,M) Disney protects its characters with copyright and trademark registrations. (Lindblad,M) Disney protects its characters with copyright and trademark registrations. “The company’s primary goals are to maximize earnings and cash flow and to allocate capital toward growth initiatives that will drive long-term shareholder value.”
They seem to focus more on the shareholder perspective of their competitive advantage


(Investor Relations) Measuring Competitive Advantage (The Walt Disney Company: Corporate Citizenship Report) Inspire kids and communities to make a lasting positive change in the world. Corporate Citizenship Report: Triple Bottom Line Approach
Disney Consumer Products
This segment offers a wide variety of products based on Disney Characters and other intellectual property. Business Strategy Books Home décor Disney food Toys Apparel Disney Consumer Products (Helms, Bertels, 2012) Duplicated but never replicated!

Disney’s business level strategy is based on differentiation.

Sustainable competitive advantage.
Perceptions of uniquness
Outstanding reputation
Developing creative content What makes Disney so unique? (Bertels,2012) Product features
Characters & magic

Customer Service
Strong relationship between the company and its customers
“To make people happy!” Value Drivers (Disney Competitive Position) Economies of Scale Cost Drivers (Bui,2012) Not only children
Disney focuses on the whole family
“You’re dead if you aim only for kids. Adults are only kids grown up, anyway.” Walt Disney
Urban, median-income family who wants to have fun. Market Segments The Walt Disney Company Disney is formed by different business line sub-companies
Allows them to plan, produce, advertise and distribute all of its products on its own (Vertical)

Disney’s 5 business segments form a horizontally integrated industry. Vertical &Horizontal Integration (Rothaermel, Frank T.) Disney & Pixar
In 2006, The Walt Disney Company bought Pixar for $7.4 billion.
Successful products: “Finding Nemo,” “Toy Story,” & “The Incredibles.”
Steve Jobs (founder of Pixar and head of Apple) became the largest shareholder of Disney. Disney Acquisitions Disney & Marvel
In 2009, Disney announced that they bought Marvel for $4 billion
Improved Disney’s weak spot in boys’ entertainment
Led to the creation of new characters including Spiderman, Iron Man http://thewaltdisneycompany.com,2002) Disney & HP – Launch a 10-year strategic alliance in 2002~ focus on Digital entertainment
Also in 2002, Disney & Coca-Cola- agreed to a multi-year deal.
Disney & Frito-Lay- products to be sold in Disney Resorts. Strategic Alliances Disney & Marvel
In 2009, Disney announced that they bought Marvel for $4 billion
Improved Disney’s weak spot in boys’ entertainment
Led to the creation of new characters including Spiderman, Iron Man (Facebook), (LinkedIn Learning Center) Disney has presence on LinkedIn & Facebook
Information and news about the company are shared
Photos of Disney imagination and characters
In December 2010, facebook page reached 100 million fans, in time with Walt Disney’s 109th Birthday. Networks Five Business Segments http://thewaltdisneycompany.com/disney-companies http://thewaltdisneycompany.com/disney-companies http://thewaltdisneycompany.com/disney-companies http://thewaltdisneycompany.com/disney-companies http://thewaltdisneycompany.com/disney-companies http://thewaltdisneycompany.com/disney-companies http://thewaltdisneycompany.com/disney-companies http://thewaltdisneycompany.com/disney-companies https://proxy.library.csi.cuny.edu/login?url=http://search.ebscohost.com/login.aspx?direct=true&db=bth&AN=76618134&site=ehost-live Releases, D. N. (2012, March 13). .DISNEY ANNOUNCES HEROES WORK HERE – A COMPANY-WIDE INITIATIVE TO HIRE, TRAIN AND SUPPORT MILITARY VETERANS. Retrieved October 4, 2012, from http://thewaltdisneycompany.com/: http://thewaltdisneycompany.com/disney-news/press-releases/2012/03/disney-announces-heroes-work-here-%E2%80%93-company-wide-initiative-hire http://thewaltdisneycompany.com/about-disney/company-overview http://thewaltdisneycompany.com/about-disney/leadership Works Cited
Bertels, H. (2012). Chapter 6- Business Strategy.
Bui, D. (2012, May 14). The Best of Disney’s Marketing Strategies. Retrieved December 10, 2012, from Sales Chase: http://www.saleschase.com/2012/05/14/best-disneys-marketing-strategies/
Disney competitive position. (n.d.). Retrieved December 10, 2012, from Smo.dk- Sharing Knowlege: http://www.smo.dk/disney-assignment/competitive-position/strengths/
Facebook. (n.d.). Retrieved November 26, 2012, from Mashable : http://mashable.com/category/facebook/
Helms, M. M. (n.d.). "Generic Competitive Strategies.". Retrieved November 12, 2012, from Encyclopedia of Management: <http://www.enotes.com/generic-competitive-strategies-reference/>
Indvik, L. (2010, December 05). Disney Celebrates 100 Million Facebook Fans. Retrieved November 26, 2012, from Mashable Social Media: http://mashable.com/2010/12/05/disney-100-million-facebook-fans/
Investor Relations. (n.d.). Retrieved December 9, 2012, from The Walth Disney Company: http://thewaltdisneycompany.com/investors
Joshi, N. (2012, August 13). Examining the global success of the Disney brand. Retrieved December 9, 2012, from Helium- Where Knowledge Rules: http://www.helium.com/items/2360346-examining-the-global-success-of-the-disney-brand
Lindblad, M. (n.d.). Legal Use of the Disney Characters. Retrieved December 11, 2012, from LegalZoom: http://info.legalzoom.com/legal-use-disney-characters-21231.html
Linkedin Learning Center. (n.d.). Retrieved November 26, 2012, from LinkedIn : http://learn.linkedin.com/what-is-linkedin/
Rothaermel, F. T. (2012). In Strategic Management Concepts (p. 57). New York: McGraw-Hill.
The Walt Disney Company. (n.d.). Retrieved November 26, 2012, from LinkedIn: http://us.linkedin.com/company/the-walt-disney-company?trk=tabs_biz_home
The Walt Disney Company: Corporate Citizenship Report. (n.d.). Retrieved October 29, 2012, from The Walt Disney Company: http://corporate.disney.go.com/citizenship2010/overview/
Full transcript