Date post: | 29-Nov-2014 |
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The Walt Disney
Company
Estela Almeida
Estela Almeida
Managing
creativity
Company Overview
• Founded in 1923 by Walter Disney• Leading entertainment and media
enterprise• Went through a radical management change
in 2006• Four business segments:• Media networks: cable, radio, broadcasting,
Internet, and publishing.ABC, ESPN• Parks and resorts: Disney Cruise Line, 11 theme
parks in 3 continents.• Studio entertainment: Touchstone, Miramax,
Pixar Animation.• Consumer products: toys, apparel, food, etc.
Competitive Analysis
Film, TV, cable TV, publishing, Internet More than a third of revenues comes from cable TV Struggling with AOL business
More diversifiedTravel and tourism industry very hurt
Film, TV, publishing Hard hit by the declining newspaper industry and declining ads revenues on TV Downsizing in 2009 Change in executive leadership in 2009
Focused on TV Multiple channels, mass audience, ads across channels Ads account for more than 65% of sales Focusing on international markets for growth
Mission
“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.”
Park attractionsAnimation and movie productions
(Pixar)TV channels
Customer-orientedExcellence in customer service
Market segmentation
Competitive advantages
Innovation
Responsiveness to customers
Competitive advantage
But how can Disney still be creative after so
many years, facing all the challenges of the
media industry?
Management practices
FAYOL PRINCIPLES:
• Centralization• Authority and
Responsibility• Order• Initiative• Control• Discipline
BEHAVIORAL MANAGEMENT:
• Collaborative approach
• Empowerment• Less centralized• Authority goes
with knowledge
When Michael Eisner was in charge….
Robert Iger assumed as the new CEO…
The result…
• Creativity is back in place!
• Teamwork and collaboration
• Synergy among business divisions
• Relationship with Pixar got better
• Launch of new products and shows
• Development of franchises
Increase in revenues!
GLOBAL ENVIRONMENT
Changes in consumer behavior
Delivering content in different platforms
Task environment
Different business segments, different customer needs
Market segmentation: women, children, teens, girls, boys
Media business compete for advertising shares
Disney is diversifying business and expanding platforms
CUSTOMERS COMPETITORS
Increase of interest for animated films
Purchase of Pixar Animation
General environment
Increase of interactive media use by customers
Collaboration among departments to leverage creativity and synergy among businesses
Operations abroad: different cultures, values, tastes
Local shows and productions, but content that can travel
TECHNOLOGICALSOCIOCULTURAL
SWOT ANALYSIS
THREATS
•Piracy•Advertising revenues decreasing•Weak economy
STRENGHTS
•Synergy among business divisions•Brand awareness•Management style•Strong corporate culture
OPPORTUNITIES•Franchising•New platforms•International Markets•Media integration•Hotel+park deals
WEAKNESS
•Retail Operations
THANK YOU!