...Jacob Mizrahi International Marketing MAR2141 05/25/2012 Disney Case There are different kind of challenges a company can find some of those can be the language barrier, cultural difference, need to deal with different currencies and also political challenges. However as a foreign government it is important to take a look to what it will benefit the economy and what will be most effective for the investors and the country. For example Disney began exploring what will be the theme of the park in a place so unique and cosmopolitan like Hong Kong. So they went ahead and thought of building a “Tomorrow Land” with the space theme so it could be attractive to the public in Honk Kong. The government contributed greatly to the building of the park when they realized the great influx of money this would create as part of Tourism revenue. Also it is important to include locals in the process of construction for the infrastructure of the theme park. It was not viable for Disney to bring all their “imaginers“ from California therefore; they hired some of the local talented Engineers to take part in the project of Disneyland as well. It is also very important that companies observe cultures practices and traditions in dealing with opening a new business relationship. When companies like Disney want their franchises to be a success they need to keep the best of worlds, the American Dream company plus the input from the foreign market that is being attempted to...
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...to you. If your heart is in your dreams, no request is too extreme. . . . —Jiminy Cricket On September 22, 1994, Michael Eisner, CEO of the Walt Disney Company, one of the most powerful and well-known media conglomerates in the world, stared out the window of his Burbank office, contemplating the current situation surrounding the Disney’s America theme park. Ever since November 8, 1993, when the Wall Street Journal first broke the news that Disney was planning to build a theme park near Washington, DC, ongoing national debate over the location and concept of the $650 million park caused tremendous frustration. Eisner thought back over the events of the past year. How could his great idea have run into such formidable resistance? The Controversy Comes to a Head Eisner’s secretary clipped several newspaper articles covering two parades that took place on September 17 in Washington, DC. Several hundred Disney opponents from over 50 anti-Disney organizations marched past the White House and rallied on the National Mall in protest of the park. On the same day in the streets of Haymarket, Virginia near the proposed park site, Mickey Mouse and 101 local children dressed as Dalmatians appeared in a parade that was filled with pro-Disney sentiment. Eisner was particularly struck by the contrast between the two pictures: one showing an anti-Disney display from the National Mall protest and another of Mickey and Minnie Mouse being driven through the streets of Haymarket during the exuberant...
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...Case # 4 Analysis 1. Background: Walt Disney Co. founded by Walter Elias Disney and his brother Roy Disney in 1923, is one of the world’s biggest transnational companies whose main objective is entertainment and mass media. At the beginning, the cartoons created by Walt Disney were not aimed at the young audience and the characters portrayed rebelliousness and people’s non-conventional features or at least different to the time’s standards. After the World War II, the animation process focused on meeting the young audience’s needs, with stories of magical worlds, and the adult population, with the technological innovation and animation advances. In 1955, the company launched the first theme park called Disneyland. With headquarters in Paris and Hong Kong, the company focused on the creation of films and theme parks, by aiming always at the young audience with magical stories and characters full of innocence and fantasy. Throughout the time, the company has faced great challenges, such as the demand’s decrease of cartoons’ production or the economic problems that reduce the families’ monetary ability to visit the theme parks. The implementation of those out of the United States has been a big challenge for the company, too. In the 2005, Bob Iger was named as CEO. The company has started a wide diversification of other sorts of audience by doing market segmentation and focusing on meeting the needs of each one of the segments with different kinds of products...
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...Why has Disney been successful for so long? Disney’s long term success lies mainly in the quality and type of product it creates andthe firm’s successful and tactful management of its creative content and resource s. At its coreDisney, unlike many other content providers has the ability to reuse and remake previouscontent. A demonstration of this ability is the current re-release of a 3D version of The Lion King that is current in theater. This ability to reuse content is achieved because Disney can market itschildren’s movies to each new generation of children and to their parents, with whom many of their productions once resonated with. Disney has exploited this aspect of their business byreturning movies to the “Disney Vault” and only having a set number of movies available for purchase at any given time. Furthermore, Disney is a multifaceted business that has developedcontent to appeal to a wide range of ages. Such that once one moves beyond The Lion King theycan engage in content created for an older and more contemporary audience, like Touchstones’films. And when these consumers finally become parents they are once again touched by theDisney magic through their children. Disney’s other businesses such as ABC, and ESPN, allowthem to hone in on specific consumer groups and their parks provide and experience that thewhole family can enjoy. Overall Disney’s success is a result of their ability to engage newaudiences and cycle their audience through various aspects of...
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...“월트디즈니”사의 다각화 전략 월트디즈니” 2013303389 부상혁 -차 1. 디즈니 회사 소개 - 회사 연혁 - 브랜드 구조 례- - 브랜드별 수익 구조 2. 디즈니의 다각화 - 수직 통합 - 관련 다각화 - 다각화의 성과 1. 디즈니 연혁 1923년 1928년 1955년 1983년 1984년 1992년 1995년 월트 디즈니와 로이 디즈니 형제가 Disney Brothers 스튜디오 설립 미키 마우스 캐릭터 개발 놀이 공원 (디즈니 랜드) 건립 첫 해외 지점 도쿄 디즈니 랜드 건립 디즈니 채널 설립 Touch Stone Pictures 설립 마이클 아이즈너 CEO 취임 파리 디즈니 랜드 건립 ABC 인수 2. 브랜드 구조 5개 사업부, 31개 자회사로 구성 Media Networks Parks & Resorts The Walt Disney Studios Consumer Products Media Networks Television 방송 라디오 네트워크 4개의 테마파크와 17개의 리조트 Disney Crusine 영화제작&배급 음악, 뮤지컬 캐릭터와 작품의 지적 소유권 판매 게임, 인터넷 컨텐츠 개발 3. 브랜드별 수익 구조 2012년 매출 Media Networks Parks and Resorts Studio Entertainment Consumer Products Interactive 영업이익 Media Networks Parks and Resorts Studio Entertainment Consumer Products Interactive 42,278 19,436 (46%) 12,920 (31%) 5,825 3,252 845 9,964 6,619 (66%) 1,902 (19%) 722 937 (216) 2011년 40,893 18,714 11,797 6,351 3,049 982 8,825 6,146 1,553 618 816 (308) s r all o d n oilli M : ti n U 증감 3% 2% (4)% 8% (14)% 3% 11% 7% 18% (32)% 29% 19% 1. Vertical Integration 영상 컨텐츠를 내보내는 “브로드 캐스팅”기능의 방송 인프라를 수직 통합 컨텐츠 제작자 → 거대 미디어 기업 컨텐츠 제작 - Touchstone - Pixar - Marvel TV 방영 -ABC -Cable -Video Division Video 판매 -Disney Internet Group Internet Cable TV Channel의 유럽, 아시아 진출 가속화 1995년 ABC 인수 1998년 LA 지역 방송국 3억 2천만 달러에 인수 Why?? 1. Vertical Integration 거대 미디어 기업으로서의 “정보의 포위” 1. 영화를 만들어서 CA TV로 방영하고 3. 인터넷을 통해 전파 2. 비디오화 하여 TV로 방영 4. 나아가 캐릭터...
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...Clara Machado Mrk333 Disney Case Study 1. Do a brief market opportunity analysis for Disney, identifying the major markets that Disney has expanded into Disney has grown tremendously in the past few years. They have taken advantage of such opportunities of expanding into, movies, merchandise, virtual gaming, theme parks, and websites. Not only have they expanded their goods and services but have reached out to a larger markets. They have reached out to girl and boy tweens. They released their first PG- 13 movie, Pirates of the Caribbean, this helped capture an older target market rather than only appealing to children. 2. How does Disney’s cross-platform franchising help create sustainable competitive advantage? Cross-platforming helps Disney reach larger markets while staying sustainable. They have such platforms in consumer products, theme parks, and record labels. When Disney has a successful franchise they tend to penetrate the market with it. For example they saw that such movies like Cars, Pirates, and Monsters Inc. did extremely well so they will make sequels. They have also added these characters to their theme parks. 3. Describe the marketing mix for one of Disney’s franchises. Pirates of the Caribbean was Disney’s first PG-13 rated film. This helped Disney finally reach a different target market. Pirates of the Caribbean appealed to older kids and even adults. This was the preliminary steps for promoting to the tween boy market, ages 6-14. Pirates...
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...Modes of Entry Subtitle: The Case of Disney By, Carlos Gonzalez Hernandez This thesis was written as a part of the master program at NHH. Neither the institution, the supervisor, nor the censors are -through the approval of this thesis- responsible for neither the theories and methods used, nor results and conclusions drawn in this work. International Modes of Entry: The Case of Disney 1 Abstract The case of Disney’s theme parks represents an opportunity to test major internationalisation theories in a setting of large investments with little chance for reversal of commitments. The purpose of the research is to study the benefit of different entry modes dependent on Disney’s Theme Parks value-generating resources and capabilities while conditioned to certain local industrial and institutional conditions in foreign markets. Five major theories and frameworks were used to analyze all four Disney’s ventures abroad. This resulted in 20 individual hypotheses analyzed. Results indicate that Disney followed a predictable internationalisation process in the cases of Tokyo, Hong Kong and Shanghai, but that it went off-path in the Paris one. In successful cases Disney followed a cautious approach, involving local partners to transfer and adapt the “Disney Experience”. In the case of Paris the company decided to enter the market alone, which neglected the unique needs of the local market. Page | 2 International Modes of Entry: The Case of Disney Table of Contents 1 2 3 4...
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...Walt Disney Company Walt Disney is more than just a billion dollar industry in not only the United States, but all over the world. Walt Disney represents the idea of happiness and a sense of tradition for families all over the world. According to the case in the text, Walt Disney has fallen 26 percent in 2006 with their Movie Studio being the worst performing division reporting in an operating loss of $12 million dollars. Their number of DVD sales is also part of their structure that has been declining since 2006 up to 2009. Walt Disney needs to change up their strategic plan from what it was when the company was founded back in 1923. They cannot expect to keep up with the competition if they are not willing to change their plan and start gearing it towards their future instead of the past and present. Mission and Vision Statements. According to the text, Disney’s mission statement 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.” It also states that Disney does not have vision statements. In order to gear their strategy for the future, it is crucial that Disney develops clear and concise vision statements. I think this is the first problem that contributes to their recent dramatic revenue drop and a simple step...
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...Lina María Montaña Lina María Montaña Contexto * Disney Brothers Studio nació en 1923 en estados Unidos y se estableció en Hollywood. * En 1928, después del éxito y pérdida del Oswald el conejo suertudo, Disney hace unas modificaciones a este y crea a Mickey Mouse, personaje que le traería gran reconocimiento internacional. * Disney tenía una estructura plana y sin jerarquías que se basaba en el trabajo en equipo, comunicación y cooperación. * Como medida de control y para reducir costos con el tiempo Disney empezó a encargarse de otros negocios complementarios como la música y distribución de las películas. * Para Walt Disney su pasión era el entretenimiento y por eso creó parques de diversiones. * Como parte de la estrategia posterior a la muerte de Walt Disney, la empresa siguió diversificándose amplió su negocio a un canal de televisión, espectáculos en vivo e incluso creó un sello llamado Touchstone, enfocado en adolescentes y adultos. * Entre 1980 y 1983 se deterioró el desempeño financiero de la empresa, especialmente por las grandes inversiones que hizo y como parte de la solución se incorporó en 1984 a Michael Eisner quien al tomar el liderazgo logró cambiar el rumbo que traía Disney, aumentando las utilidades y ganancias hasta lograr darles a los accionistas un 27% de retorno anual. * En 1996 Disney hizo la compra de la cadena ABC, lo que requirió de grandes esfuerzos para fusionar las empresas y por varios años impacto...
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...Case; The Walt Disney Company: The Entertainment King The case starts with this phrase: I only hope that we never lose sight of one thing – that it was started by a mouse. This phrase was said by Walt Disney ans for him this was a important part the growth of the company. Here after am I going to analyse this case y answering three questions. Why has Disney been successful for so long? The main reason why Walt Disney has been so successful is the quality and type of their products and that they have had a very successful and tactful management over their creative content and resources. Walt Disney has been able to sustain superior performance, this you can see on that disney have been able to fend off the competition and manage to keep the business profitable over the long run, because you can not imitate their characters and products. The company is proteced by different barriers that helps to not being able to imitate their products. One other thing that makes Walt Disney so successful is that they have invested in the right areas that can help them produce growth and added value. They have been able to produce movies that people want to see and started the industry of animation with color and therefore been very big in their industry. Walt Disney started with shorts, but soon went over to full length movies to manage to come further in the industry. They became famous of always doing their best and the innovative thinking the company had kept the company ahead of the others...
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...Walt Disney Co.: The Entertainment King (Harvard Business School Case No. 701035-PDF-ENG) Team F: Erin Webster, Garvey Young and Jennifer Zammataro 1. Disney’s long-term success can be linked to their well-instilled corporate values and their commitment to maximizing synergy throughout the corporation. Page four of the case lists their corporate values as “quality, creativity, entrepreneurship, and teamwork.” Throughout Disney’s history, these four values have propelled the company forward to the leader it is today. In order to maintain the level of quality associated with the Disney brand, Eisner believed that a high level of toughness was needed. The first page of the case has a quotation from Michael Eisner stating, “If you aren’t tough, you just don’t get quality.” This quote exemplifies Eisner’s management style and the value he placed on strong decision-making throughout the firm. Even before Eisner’s time, however, Disney had built a corporation around tough decisions and detail oriented management in order to maintain quality. Throughout each expansion of the Disney brand, Walt maintained control of the “complete entertainment experience.” One example of this strict quality management can be seen in how Disney opened their first theme park, Disneyland. In order to cut back on the investment capital in the beginning stages of the park’s opening, they licensed the food and merchandising operations. As soon as the park had generated enough...
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...Case Study #1 – The Walt Disney Company: The Entertainment King Disney has been successful for so long as it successfully created characters and stories that captured the imagination of children and adults alike, and were designed to be timeless and long-lived assets that were protected through copyrights. Throughout its history, management has largely been able to instill and maintain its brand identity and commitment to being family friendly and positive. All of Disney’s brands and businesses created natural synergies through cross-promotion and cross-selling they created synergy. Michael Eisner rejuvenated Disney by initiating several new approaches. The first was to institute a target of 20% return on equity and revenue growth each year. Second, he committed himself to building the Disney brand while still remaining true to its cultural roots. Third, he chose to revitalize Disney’s core business of TV and movie production and bring the Disney brand of family entertainment into the modern age and prove once again Disney could deliver quality content (Golden Girls, Live with Regis & Kathy Lee) Eisner, along with Katzenberg, increased net income in the first 4 years by figuring out ways to maximize profits from existing businesses in the US. One way was the advent of the “financial box” which forced the creative talent to stay within budget when producing a movie or TV show through pursuing undervalued writers and acting talent. Another was the investment in the...
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...DISNEY STUDY CASE Based on Disney’s business case on Marketing Management Book by Kotler Keller, in my opinion the market research they are using to develop overall products are behavioral research method and observational research that influences to their product by consumer behavior. But these research method only used if we gathered the Disney’s product as one research. In fact, Disney Business Segment and Product divided by 5 (five) segmentation, which means one product to another product not always related but still in the same brand of Disney. Therefore, to analyze market research for different product should be done with different method as well. Here are the Disney Business Segmentation and Products: 1. Walt Disney Studio , with products created films, recording labels, theatrical performance 2. Parks and Resort, with products theme parks, cruise lines, other travel-related assets 3. Disney’s consumer products with varies of branded products 4. Media network, with products television network such as ESPN, ABC, and Disney Channel 5. Interactive media with product podcast, website interactive Research method that Disney applied related to the research approaches and gathered with my personal opinion for five products: 1. Theme park (Disneyland), for this product Disney differentiate it’s customer in terms of (1) their needs and (2) their value to the company by doing behavioral research. Behavioral research is method that used by skimming...
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...Strategic Management Case Study: The Walt Disney Company Group 10: 1. What were the businesses developed at Disney until 1983? 1. Animation: ● 1923 founded Disney Brother Studio >> full-length animated film ● 1927 Luck Rabbit ● 1928 Mickey Mouse >> licensing ● 1937: Snow white >> re-release >> Mix live action ● Disney Music Co 2. TV Special: ● 1950/1954 ABC produced TV series, live-action moive >> Buena Vista Distribution (eliminate distribution fee) ● early 1980: Touchstone (Expand the business to teenagers & adult) ● 1983 Disney channel 3. Create universal timeless family entertain] ● 1954 ABC produced TV series & Disneyland (imagineers >> seperate from Disney Production) ○ built a Park for entire family ○ Corp. sponsorship is used to minimize the cost of upgrading attractions and adding exhibits ○ generate traffic >> in-house travel co. & travel agency ○ bringing live shows ○ hotels ● EPCOT (Experimental Prototype Community of Tomorrow) 2. What did Eisner do for Disney during 1984-1993? What are the resources and capabilities that Disney possess at that time? Resources & Capabilities: ● R Human resource ○ Eisner’s background: well business acumen and operating managment skills & past experinece of COO of Paramon ● C Coporate culture ○ history and culture of Co. and lagacy of Walt (training program) ○ 文化妥協 (cultureal cherrobyl) ● C Managing Creativity ○ forced tension between creative and finance force ○ encorage...
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...Case 20: The Walt Disney Company Introduction The Walt Disney Co. is an enigma in these rough economic times for the sole purpose that they show minimal signs of slowing down. Mickey Mouse has his hands dipped into everything and from an investor’s standpoint that’s a good thing because that equals diversification, and in turn, diversification lowers risk. The Disney Company operates in several areas of the media and entertainment industry. They have recently acquired Pixar, which consistently provides box office record sales with their animated films. Along media entertainment lines, Disney also operates dominant media channels ABC and ESPN. These are two channels that carry with them a strong loyal following. Sports have always been America’s past time and it’s unlikely to see them ever declining or the viewership that goes along with it. People have always poured capital into sports and will continue to for many centuries to come. Aside from Disney’s ventures, investors focus and confidence should be in the trademark of Disney. Characters such as Mickey Mouse and Buzz Light-year are icons that will never be lost in the pages of time. Kids and adults alike will always want to participate in the next big thing the company has to offer and these kinds of expectations will always lead to Disney having a stable stock price and even unstable in the positive manner because the growth potential is limitless for this company. You can see that limitless with the many franchises...
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