Walt Disney Case

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BACKGROUND:
The Walt Disney Company (commonly referred to as Disney) is the largest media and entertainment conglomerate in the world in terms of revenue. Founded on October 16, 1923, by brothers Walt Disney and Roy Disney as the Disney Brothers Cartoon Studio, the company was reincorporated as Walt Disney Productions in 1929. Walt Disney Productions established itself as a leader in the American animation industry before diversifying into live-action film production, television, and travel. Taking on its current name in 1986, The Walt Disney Company expanded its existing operations and also started divisions focused upon theatre, radio, publishing, and online media. In addition, it has created new divisions of the company in order to market more mature content than it typically associates with its flagship family-oriented brands. The company is best known for the products of its film studio, the Walt Disney Motion Pictures Group, today one of the largest and best-known studios in Hollywood. Disney also owns and operates the ABC broadcast television network; cable television networks such as Disney Channel, ESPN, and ABC Family;publishing, merchandising, and theatre divisions; and owns and licenses 11 theme parks around the world. The company has been a component of the Dow Jones Industrial Average since May 6, 1991. An early and well-known cartoon creation of the company, Mickey Mouse, is the official mascot of The Walt Disney Company. (wikipedia.com) Walt Disney started mainly in selling their cartoon which called Alice’s in Wonderland. Over the years, the company produced many cartoons, from Oswald the Lucky Rabbit to Silly Symphonies, Snow White and the Seven Dwarfs, Pinnochio and Fantasia. The name of the company changed to Walt Disney Studios in 1925.

PROBLEM STATEMENT:
How can Disney handle the internal and external pressures that have been occur? VMS:
* Mission statement:
“The mission of Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world,” * The Walt Disney Company does not have a stated vision statement.

EXTERNAL AUDIT:
OPPORTUNITIES| THREATS|
Deficient movie market for young children| Growing competion in theme parks industry| Expand Globally| Piracy|
Growing Internet Market| Competetion in network industry| Disney stores at malls| High demand in terms of innovation| Children’s Software Market| New entrants into the market| Disney music channel| Government Policies|

CPM:
| | Walt Disney| Time Warner Inc.| New York TImes|
Critical Success Factors| Weight| Rating| Score| Rating| Score| Rating| Score| Advertising| 0.10| 3| 0.30| 3| 0.30| 4| 0.40|
Price| 0.15| 2| 0.30| 4| 0.60| 3| 0.45|
Technology| 0.20| 3| 0.60| 3| 0.60| 3| 0.60|
Customer loyalty| 0.20| 2| 0.40| 4| 0.80| 3| 0.60|
Global Expansion| 0.25| 2| 0.50| 2| 0.50| 3| 0.75|
Market share| 0.10| 3| 0.30| 3| 0.30| 3| 0.30|
TOTAL| 1| | 2.4| | 3.1| | 3.1|
EVALUATION:
In the overall analysis of the competitive profile matrix, both Time Warner Inc. and New York Times got a total of 3.1 and Walt Disney rank 3rd but Walt Disney has some advantages in different area. They would not be popular to the kids of they didn’t attrack the preferences of kids. EFE:

KEY EXTERNAL FACTORS| WEIGHT | RATING| WEIGHTED SCORE|
OPPORTUNITIES| | | |
Deficient movie market for young children| 0.10| 2| 0.20| Expand Globally| 0.06| 3| 0.18|
Growing Internet Market| 0.04| 2| 0.08|
Disney stores at malls| 0.10| 2| 0.20|
Children’s Software Market| 0.09| 2| 0.18|
Disney music channel| 0.11| 3| 0.33|
THREATS| | | |
Growing competion in...
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