Disney Difference

Powerful Essays
Introduction
Walt Disney Company (Disney) is a leading diversified international family entertainment and media enterprise with five business segments which are parks and resorts, studio entertainment, consumer products, media networks and interactive media. Disney started out in 16 October 1923 through signing a contract with M. J. Winkler to produce a series of Alice Comedies. Disney was first known as The Disney Brothers Studio. Walt Disney struggled for years of unsuccessful characters, but he thrived with the creation of Mickey Mouse in 1928. Over the years, Disney now has 11 parks and resorts, 8 Walt Disney studios, 3 industries in consumer products namely retail, publishing and licensing, Disney Interactive and 8 media networks throughout the globe.

1. What is the Disney Difference and how will it affect the company’s corporate, competitive, and functional strategies?
The Disney Difference is high-quality creative content, backed up by a clear strategy for maximizing that content’s value across platforms and markets. It is also Disney’s marketing strategy that has kept the brand afloat throughout the recession years. With the large amount of products of services that add value to the brand, Disney has been able to market well. Disney exploits its rich legacy of products through quality creative content and exceptional storytelling.

Corporate strategy is setting long term direction for the enterprise as a whole. The Disney Difference will affect the corporate strategy as the company is venturing into Hong Kong. Having organized an amount of funding for the expansion, they will need to complete the task.

Competitive strategy identifies how a strategic business unit or division competes in its product or service domain. The Disney Difference shows the advantages that Disney has acquired through the years. The company has been able to manage their competitive advantage through innovation, i.e. providing new entertainment to the youth market, and



References: Anthony Y.H. Fung (2013). Asian Popular Culture: The Global (Dis)continuity. Routledge. B. Barnes (December 17, 2008). Disney Plans a Channel for Russian TV, New York Times Online. Retrieved from http://www.nytimes.com/2008/12/17/business/media/17disney.html?_r=0 C. Yung and J. Ng (July 1, 2009) In Asia, Disney’s World Will Get Bigger, Wall Street Journal. Retrieved from http://online.wsj.com/articles/SB124633624393171973 Herzberg’s Motivators and Hygiene Factors: Learn How to Motivate Your Team. (n.d.) [Article] Retrieved from http://www.mindtools.com/pages/article/newTMM_74.htm Kaplan Higher Education Academy-KHEA. (2014). Principles of Management Study Guide. Singapore: KHEA R. Grover, S. Wong and W. Leung (April 14, 2011). Disney Gets a Second Chance in China Retrieved from http://www.businessweek.com/magazine/content/11_17/b4225021233719.htm S. Robbins, M. Coulter & D. A. DeCenzo (2011). Fundamentals of Management (7th ed.). Pearson Education. The Walt Disney Company (n.d.). The Walt Disney Company. Retrieved from http://thewaltdisneycompany.com/about-disney/company-overview The Walt Disney Fact Book 2007. Retrieved from http://thewaltdisneycompany.com/sites/default/files/reports/factbook_2007.pdf

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