THE WALT DISNEY CO. CASE
The Disney Company has been successful and they are a great example of a company that has been able to sustain superior performance. Disney’s success is mainly in the quality and type of product it creates, and the firm’s successful and tactful management of its innovative thinking and creative content and resources. Disney has been able to ward off the competition and sustain a profitable business over the long haul, due to their products. Disney has created characters and a brand that is unable to be duplicated. The value of Mickey Mouse, the Disney Princesses and other characters could very well be the most valuable asset to Disney. The inability to duplicate the characters or the experience they provide continues to add to the company’s superior performance. Disney has developed content to appeal to a wide range of ages. Such that once one moves beyond The Lion King they can engage in content created for an older and more contemporary audience, like Touch stones ‘films. And when these consumers finally become parents they are once again touched by the Disney magic through their children. In addition, the Disney company is vertically integrated which gives the advantage of being a large company with many different business lines. This also gives Disney the advantage of scale, scope and learning economies. For example if a child sees a Disney cartoon on television and a commercial; naturally the child will ask for a trip to Disney World or consumer product from a Disney Store. The highly cultivated relationship between the different parts of the company makes it easy to entice people to take part in all of its business lines. Disney has also increased its sustainability through continuous upgrading. The case states that each of Disney’s business lines was looking to be innovative in its industry. Disney’s success also has counted for Eisner, he play an important role for the successful of the company. When Eisner joined...
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