The Walt Disney Company

Awa Traore Benih Hartanti Irwan Arfandi B. Master of Management Gadjah Mada University

Profiles • The Walt Disney Company was founded on October 16, 1923, by brothers Walt and Roy Disney as an animation studio, it has become one of the biggest Hollywood studios, and owner and licensor of eleven theme parks and several television networks, including ABC and ESPN. • Disney's corporate headquarters and primary production facilities are located at The Walt Disney Studios in Burbank, California. • The company has been a component of the Dow Jones Industrial Average since May 6 1991. Mickey Mouse serves as the official mascot of The Walt Disney Company.

Mickey Mouse • Mickey Mouse is a comic animal cartoon character who has become an icon for The Walt Disney Company. • Mickey Mouse was created in 1928 by Walt Disney and Ub Iwerks and voiced by Walt Disney. The Walt Disney Company celebrates his birth as November 18, 1928 upon the release of Steamboat Willie. • The anthropomorphic mouse has evolved from being simply a character in animated cartoons and comic strips to become one of the most recognizable symbols in the world.

Mickey’s Sidekicks Donald Duck Pluto Clara Clurk Goofy

Company Overview The Walt Disney Studios Park and Resort Disney Consumer Products Media Networks

Disney’s Human Resources “You can dream, create, design, and build the most wonderful place in the world, but IT REQUIRES PEOPLE TO MAKE THAT DREAM A REALITY” – Walt Disney  Disney is identifying the organizations culture as company which is rich in heritage, quality standards, and values that it believes are critical factors to its success.  Employee is the CAST that has the responsibility in each ROLE FOR THE SHOW. To make the Disney’ dream comes true, HR Department has so many programs through VoluntEARism, orientation, and recruitment.  Creating and implementing those programs generate Disney into pretty much amount of cost, but at the same time it creates revenues for Disney.

Disney Planning Guide  Step 1: Identify Your Meeting Objectives  Step 2: Return On Objectives  Step 3: Relevant Content & Activities  Step 4: Venues & Transportation  Step 5: Select Your Destination and Submit Your Request For Proposal (RFP)  Step 6: Plan Your Budget  Step 7: The Meeting Events Schedule  Step 8: Meeting Day  Step 9: Feedback & Measurement

Question Number 1 From the beginning of his tenure, Michael Eisner has played a significant role in Disney’s Management. Discuss the steps Disney should take to ensure success in the future.

• For future success in the digital age, international markets, and new leadership role, Disney must: Develop new business models to levitate the risks associated with them; Overcome the two main challenges the entertainment industry is facing which were: • file sharing; • and copyright infringement. Adapt and change their management system in order to integrate into the digital age; Follow its brand philosophy wich is to make people happy. In addition to that, Disney should analyze how the entertainment industry could indirectly impact their brand. Recognize new technology trends and develop plans to minimize the risks associated with technology.

 If we focus on the Family Practice Management developped by Marc G. Mertz who stated in his publication titled “What Does Walt Disney Know About Patient Satisfaction?” that:  “Retaining patients and attracting new ones can be a walk in the park if you concentrate on the two areas patients say matter most: your front-office staff and your office environment”

For its future success, Disney should also:  Think of their patient as customers.  Realize their patients’ expectations and respond with quality service  Invest more in Staff  Improve your “castle”: Disney's custodial staff receives two weeks of training.  Walk the talk: There's no better way to instill in your staff a commitment to quality service than for you to practice it yourself.  Improve Feedback  Finally Promote more its real magic philosophy : “People treat people the same way they're treated.”

Question Number 2 • Disney now has five lines of business. How succesful do you think Disney will be in the future with its endeavors to integrate entertainment inside and outside the home? Will its theme parks, restaurants, and movies complemet its plans to expand into the markets of the intenet and broadcasting

Every single action in a company has its impact on the future success of that company. In fact, on its way to expand its business worldwide, Disney has multilplied its innovations and movies productions to better serve internaltionally. It has now 7 theme parks, 27 hotels with 36,888 rooms, 2 cruise ships, 728 Disney Stores, 1 broadcast network, 10 television stations, 9 international Disney Channels, 42 radio stations, an Internet portal, 5 major Internet Web sites etc.

 Its 5 lines of businesses with its endeavours to integrate entertainment inside and outside the home is a good opportunity for Disney to gain a competitive advantage within the market place and more importantly within movie production industry.  In fact, its technological innovations with its media networks will comfort its leading position within the sector.  Nowadays, technology has become a very increasingly tool to compete with rival companies and industries.  Internet and Broadcasting will have a positive impact in developing marketing plans and strategies for theme parks, restaurant, and movies.  We suggest that Disney first focus on integrating entertainment inside the home and in a second time outside the home.

Question Number 3 How should Disney maintain its corporate culture as it continues to expand into global markets?

Disney Corporate Culture  Disney is “rich in heritage, traditions, quality standards, and values that it believes are critical factors to it success”.  Cast members share the values of honestly, integrity, respect, courage, openness, diversity, and balance.  These values are demonstrated through such traits and behaviours like making guests happy, caring about fellow cast members, working as a team, delivering quality, fostering creativity, paying attention to every detail, and having an emotional commitment to Disney.

Diversity In The Workplace  As diversity in the workplace continues to become a focus for nearly in The Walt Disney Company, and have to works to make this vision a reality.  “By providing the cast members with the opportunity to express their own creative thoughts and direction, Disney has fostered a greater ‘buy-in’ to the company vision”.

Orientation • Disney’s orientation process is ongoing for all Disney cast members, beginning with the recruitment stage. • It continuously reinforces the values, philosophies, and guest service standards on which Disney has prided itself for so many years. • Employees at Disney called “cast members”. They do not work at a job; instead, they are “cast in the role for the show”. • Disney uses this terminology to immerse its employee in an environment that constantly reinforces the image Disney wants to project to the public.

Disney University  Disney university is the corporate structure that teaches Disney courtesy, translates company policy, and train employees.  Disneyland also needed a training facility to introduce new employees to the buisness of entertainment as he imagined it.  Each university is responsible for training and development, employee activities, employee communications, researching and analyzing the organization’s people needs, proposing plans to meet those needs, and continually researching the effectiveness of the orientation and trining programs

What Should Disney Maintain? • Managing Diversity • Make Effective Work Teams • Effective Motivation Through the Goals (Theories of Motivation)

Managing Diversity • Managing diversity is creating organizational changes that enable all people to perform up to their maximum potential. (Kreiner & Kinicki, 2008). • Disney have to focusing on manage the diversity of the cast, because the cast (employees) is an assets of Disney business to reach a goals and expand the business into global market. • There is some action option for Disney : a. Include/exclude e. Isolate b. Deny f. Tolerate c. Asssimilate g. Build relationship d. Suppress h. Foster mutual adaptation

Make Effective Team Works • To make employees satisfaction and continued willingnesss to contribute will be better for make effectibe team works in Disney. (Team Viability). • Need a support system such as tecnology & IT. • They must have a much greater chance of success. • From team-friendly organization, there are comes work team, each individual with team work competencies and effective team work and becomes completing team effectiveness criteria : performance & viability.

Effective Motivation Through The Goals • From Abraham Maslow (1943), need hierarchy theory can be apply on Disney Cast. • To expand their business, Disney Cast have to be motivated, also their need are fulfill.

Question Number 4 With the current labor market and competitive conditions dictating wage rates, should Disney and other large companies in the tourist industry be required to pay higher wages?

 Based on United States Department of Labor (Bureau of Labor Statistics ), it exhibits that the employment number is decreasing and it has the contrary as the wage rate, in average weekly rate, it is increasing.  Our group has several points of view to elaborate the answer. Those are: a. Financial Point of View b. Organization Behavior Point of View

Financial Point of View • Revenues and operating income by segment, it presents that although the revenue was increasing but the income was decreasing • Most of its expenditure is spent in capital expenditure, especially in Theme Parks and Resorts. • In covering the wage rate issue, there is a possibility for the company to provide the bonus for the employee who be able to achieve a great performance instead of increasing the wage. Thus, it will create the variable cost instead of fixed cost. • The company has to make a budgeting on its fixed cost in his financial statement, and it became the responsibility for the company to fulfill to its employee, which is it can be replaced to something better such as make it as variable cost as mentioned before.

Organizational Point of View • Motivating and Rewarding can be implemented to reduce the effects. As mentioned before, instead of increasing the wage rate, it is better for the company to award bonus for the employee achievements. • The Maslow’s Need Hierarchy can be a consideration. If the company implemented the bonus program instead of increasing wage rate, at once, the company will fulfill a few level in Maslow’s hierarchy, such as Physiological, Esteem and Self actualization. • Providing the bonus in such company culture as Disney has, could be more effective than increasing the wage. Providing the bonus is implementing the Extrinsic Reward which providing the financial and social reward.

Number of complain The bonus program will be described in this diagram below:

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The Walt Disney Company

by Irwan Arfandi on Apr 15, 2009

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