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A Growth Strategy of an SME

Walt Disney
by

Helena Naumi

on 24 January 2014

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Transcript of A Growth Strategy of an SME

The RISKEST!

unknown market
unfamiliar products

lack of experience great uncertainty

(Markides,1997)
DIVERSIFICATION
A Growth Strategy for a SME
Definition
Risky?
Why firms diversify?
Rough times
Alternative resources of revenue
Explore new avenues of business
Reach long-range financial goals
Egoistic compulsion

(Steiner,1964)
5 Business Segments/ Diversification
1.media networks
2.parks and resorts
3.studio entertainment
4.consumer products
5.interactive media
(Walt Disney Co. ,2013)
Walt Disney Beginnings
media networks
ESPN, ABC News, Disney Channels

parks & resorts
Disneyland Resorts in California, Paris, Tokyo, Shangai, Hong-Kong / Disney Cruise Line/ Disney Vacation Club/ Disney Resort and Spa

consumer products
Disney Store/Disney Publishing Worldwide/Disney Consumer Products

studios
Marvel,Touchstone Pictures,Pixar, Lucasfilm
(Walt Disney Co., 2013)
Family-Orientated
$42.3 billion in annual economic activity

#1 Television Ranking, NY

66,000 Disney Cast Members

(Walt Disney Co., 2012)
Reference list
Continued...
Thank you!
GROWTH
A marketing strategy adding


NEW!!!!!!!!

product
services
location
customers
markets company's portfolio

(Business & Management Dictionary,2007)
CASE STUDY
"If you can dream it, you can do it".
Walt Disney

Helena Naumi


City College
hnaumi@city.academic.gr
1923- Disney Brothers Studio Hollywood, California

1928- Mickey Mouse was born

1937- Snow white & the 7 Dwarfs

1940- 1st stock
Company Focus:
Animation Films/ Cartoons

(Marketing Week,2013)
Results
Disney's history of magic: Timeline. (2013).
Marketing Week
(01419285), p.1.
Diversification. (2007). Bloomsbury Business Library -
Business & Management Dictionary
, p.2487.
Michael Hitt, R. D. (2012).
Strategic Management: Concepts and Cases: Competitiveness and Globalization
. Canada : Hitt, Ireland and Hoskisson.
Markides, C. C. (1997).
To diversyfy or not to diversify
. Harvard Business Review, 75(6), p.93-99.
Steiner, G. A. (1964).
Why and How to Diversify
. California Management Review, 6(4), p.11-18.
Walt Disney Co. (2013).
Our Businesses
. Retrieved January 2014, from The Walt Disney Company: http://thewaltdisneycompany.com/disney-companies
Walt Disney Co. (2012). Annual Financial Report and Shareholder letter . California: Soy Ink.





Walt Disney Co.
Full transcript