Irwan Arfandi B.
Master of Management
Gadjah Mada University
• 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,
• 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 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.
Donald Duck Pluto
Clara Clurk Goofy
The Walt Disney
Park and Resort
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
Creating and implementing those programs generate Disney into
pretty much amount of cost, but at the same time it creates revenues
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
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
For its future success, Disney should also:
Think of their patient as customers.
Realize their patients’ expectations and respond with
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.
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
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”.
• 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
• 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 is the corporate structure that teaches
Disney courtesy, translates company policy, and train
Disneyland also needed a training facility to introduce new
employees to the buisness of entertainment as he
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
What Should Disney Maintain?
• Managing Diversity
• Make Effective Work Teams
• Effective Motivation Through the Goals
(Theories of Motivation)
• Managing diversity is creating organizational changes that enable all
people to perform up to their maximum potential. (Kreiner &
• 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.
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
Number of complain
The bonus program will be described in this diagram below: