1. STRATEGIC MANAGEMENT
“The Walt Disney Company:
The Entertainment King”
GGrroouupp 33

2. CASE SUMMARY
1923 Walt Disney
Productions
1928
Mickey Mouse
introduced
1955
Disneyland
Opens
1966
Walt Disney dies
1971
Walt Disney
World opens
1980
Touchstone
1984
Eisner & Wells
hired
1987
1st Disney
Stores
1993
Miramax
1995
Acquisition
of ABC

3. Disney Business Line

4. Market Size
33,747
35,510
37,843
36,149
38,063
31,940
2,533
3,374
4,687
4,427
3,307
3,963

5. Past Strategy & Challenge
Past Strategy
• Flat organization chart (Non-hierarchical)
• Classic branding
Challenge
• To be the one of the world leading to develop the
most creative and innovative.

6. Macro Environment Analysis
Political
-Law & Regulation
-Rating control
Economic
- Complementary goods
Technology
-New Technologies &
Innovation Ideas
Social
-Trendy traveling
-Relaxing
-Multicultural
Globalization
-Worldwide to access an
Information

7. Five Force Analysis
Media
Network
Theme Park
& Resort
Studio
Entertainment
Consumer
Product
Internet &
Direct Mkt.
New Entry Low Low Low Low High
Supplier Low High High Low Low
Buyer High Medium Low High High
Substitute High High Low High High
Revelry High Medium High Medium High

8. Competitor Analysis and Comparison
Broadcast TV Station √ √ -
Broadcast TV network √ √ √
Cable distribution systems - √ -
Cable networks √ √ -
Satellite TV √ √
Film production √ √ √
Film library √ √ √
Movie theaters -- - √
Music √ √ √
Radio √ - -
Publishing √ √ √
Internet √ √ √
Theme parks √ √ √
Retailing √ √ √
Audio//video player - - -

9. Value Chain
Supply chain
Activity
Technology Operation Sale&
Marketing
Distribution Service
Media
Network
Studio
Entertainment
Theme Park &
Resort
Consumer
Product
Internet &
Direct Mkt.
Support Activity: HR Function Managing Synergies
Related
Unrelated

10. Resource, Capabilities & Competency
 Tangible Resources
 Inventories of content
 Technology
 Intangible Resources
 Knowledge
 Experiences
 Human assets
Capabi
lities
Human assets
Resour
ce
Compet
ency
Shared resource
ex. Sale & Mkt.
Creative&
Innovation

11. SWOT
 It’s the largest media and
entertainment company
in the world
 Globalization
 The logo & characters of Walt
Disney is popular
 Innovative Ideas
 Differentiation
 High operating cost
 .High Investment with High
risk involved
 Frequent Changes in Senior
Management
 Limited range of target
audiences mainly children
 Global localization : Think
Global ,Act Global
 Diversification business
 Entertainment value
 Major competitors
(Universal Studios, Paramount
parks, etc)
 Government Policy
 Employee retention
 Piracy

12. GE
Attractiveness
6.7
Industry 3.3
Competitive Strength/Market Position Internet
Product
Park
Media
Studio
0 6.7 3.3 Weak 0
Weak

13. Generic BBuussiinneessss SSttrraatteeggyy AAnnaallyyssiiss
- Studio Entertainment
- Media Network
-Theme Park & Resort
-Consumer Product
-Internet & Direct Marketing

14. Corporate Strategy
Consumer
Product
Theme
Park &
Resort
Studio
Entertainment
Internet &
Direct Mkt.
Media
Network
Diversify
into new
business
Marge &
Acquisition
Internal
new venter

15. Recommendation
Diversify
Outsource.
- Reduce
operation cost
Outsource.
- Reduce
operation cost
HR
- Training of cooperate synergy to CEO
- Creative Talent Culture