Walt Disney: Case Study

Walt Disney: Case Study Essay Sample


Walt Disney, simultaneously with its subsidiaries, is a diversified entertainment company. The wideness and depth of Walt Disney’s merchandise and service portfolio presents it with substantial strength. The company’s offerings can be amply classified into four segments: newspapers systems, reserves and resorts, studio entertainment, and buyer products. Very broad and diversified revenue groundwork insulates the company from financial circuits in commerce and diversifies the company’s enterprise risks. However, the strong affray intimidates to decay the company’s market share in its distinct lines of business. Walt Disney has a powerful occurrence in the reserves and resorts business.

Large scale of procedures

The business has a bigger scale when in evaluation to its competitors in the market. Many of its competitors, for example CBS and Liberty Media are much lesser in dimensions and in periods of revenues. CBS noted incomes of $13,950.4 million and engaged 25,920 persons in FY2008. Similarly, Liberty Media noted incomes of $10,084 million and engaged 22,000 persons throughout the same period. Walt Disney, in compare, noted incomes of $37,843 million and engaged 150,000 persons in FY2008. Large scale of procedures enhances the company’s market penetration possibilities and gives it considerable bargaining power.


Weak presentation of studio amusement segment

The studio entertainment segment has seen a falling revenue development in the last three years (FY2006-08). The studio entertainment segment noted incomes of $7,348.0 million in FY2008, a decline of 1.9% over FY2007. The segment’s incomes have turned down at a aggregated annual rate of concern of 1% throughout FY2006-08. The percentage assistance of the segment to the total revenue has furthermore turned down from 22.3% in FY2006 to 19.4% in FY2008. Continued feeble performance of the studio entertainment segment would adversely sway the company’s general incomes and profitability.

Overdependence on the North American markets

Walt Disney has its procedures all over the world spanning North America, Europe, Asia Pacific and Latin America. But, the business draws from a most of its incomes from North American markets, which does not really contemplate its international presence. Walt Disney has a large exposure to North America. The business drawn from 75.3% of its incomes from the US and Canada in FY2008.The business has a little occurrence in appearing markets like Asia Pacific, Latin America and other, which accounted for only 6.7% of the company’s total revenue. Concentrating on maturing markets like the US and Canada, which are currently seeing financial slowdown and not increasing in appearing markets would restrict the company’s general revenue development and furthermore dwindle its market place in the international market.

Proliferation of piracy in amusement commerce

The expansion of piracy in the entertainment commerce is a important and quickly growing phenomenon. New technologies for example the convergence of computing, connection, and entertainment apparatus, the dropping charges of apparatus integrating such technologies, and increased broadband internet pace and penetration have made the unauthorized digital making a duplicate and distribution of movies, TV productions and other creative works simpler and much quicker and enforcement of intellectual house privileges more challenging. This helps the creation, transmission and sharing of high value unauthorized exact replicates of Disney’s content. The expansion of unauthorized exact replicates and piracy of these goods has an harmful result on the company’s enterprises and profitability as these goods decrease the revenue that the business could possibly obtain from legitimate sale and circulation of its goods and services. Increasing piracy will have an harmful result on the company’s enterprises and profitability.

Regulatory dangers

The company’s TV and wireless broadcasting are highly regulated, and each of its other businesses is subject to a kind of US and overseas regulations. These guidelines encompass the US Federal Communications Commission (FCC) guideline of its TV and wireless systems and owned positions, encompassing authorising of positions, ownership restricts, prohibitions on ‘indecent’ programming and limits on financial time in children’s programming. These guidelines are furthermore in the form of government, state and foreign privacy and facts and numbers defence regulations and guidelines and regulation of the security of buyer goods and topic reserve operations. Changes in any of these regulatory areas may need the business to spend added allowances to obey with the regulations.

Potter 5 forces

To investigate the Walt Disney Parks and Resorts comparable environments we utilised M. Porter’s Five Forces Analysis: risk of new entrants, buyer’s power, supplier’s power, risk of alternate goods, and rivalry amidst living firms.

Threat of new entrants: The obstacles to application into this commerce are somewhat high. Since Walt Disney’s reserves are the most well liked topic reserves in the world, it will be very tough for a new business to evolve emblem acknowledgement and merchandise differentiation. In supplement, the entrants would be needed to make exceedingly high primary capital buying into as well as they should account for long development time, zoning and genuine land parcel restrictions. Industry professionals approximate that it charges not less than $200 million and takes a smallest of two years to assemble a new local topic part. Therefore, only large businesses could overwhelm such barriers.

Buyer’s power: The power of purchasers in this commerce is high. To function competently and advantage from finances of scale, Walt Disney desires a large number of customers. Therefore, the business very powerfully counts on the reserve attendance. The merchandise suggested by Walt Disney is not at high significance to the buyers. For demonstration, if the ascribed charges are high sufficient, the clients would gaze for other entertainment. Since Walt Disney presents services, where value is a variable, the purchasers demeanour should be discover and the business procedures modified often to persuade customers.

Supplier’s power: The power of suppliers is low. Given the unconditional dimensions of the Walt Disney, it makes an exclusive clientele to numerous suppliers. Therefore, this is a large benefit for the suppliers to work with Walt Disney. In supplement, since Walt Disney mostly deals company-manufactured items and does not deal any specialty items in the reserves, it will not very powerfully count on any suppliers.

Threat of alternate products: The heal of alternate goods is high. The detail that beginning as an amusement reserve, today, Walt Disney became a diversified business suggests the large number of accessible alternates in entertainment industry.

Despite the detail that Walt Disney has high emblem equity, persons would effortlessly swap to other entertainment undertakings such as observing television, going to theaters, engaging in games undertakings, and etc.

Rivalry amidst living firms: The topic reserves market is highly consolidated, with the five biggest businesses in the commerce accounting for 98.5% of the total market in 2002.

Walt Disney overrides the market, with 64.7% of the total market share in 2002. Six Flags’ share of the market fallen to 10.4% in 2002 mostly as a outcome of lost market share in Ohio, New Jersey, and Dallas, due to the need of new enticements and capital improvements at these older parks.

Anheuser Busch accounted for 8.6% of the total market in 2002, while Vivendi Universal and Cedar Fair accounted for 9.8% and 5% of the total market in 2002, respectively. Vivendi Universal skilled 10.4% sales development mostly due to the supplement of new enticements at Universal Studios in Florida and Hollywood; Anheuser Busch’s 2.1% sales development due to the worldwide expansions.

Marketing Objectives

So, what makes Disney so special? Disney’s aspiration has habitually been to make persons happy. In its 2003 note to the shareholders, Michael D. Eisner, head individual and CEO of the business, said that their target is to “…deliver magical and memorable entertainment knowledge which conceive a sense of delight and wonderment for our visitors and consistently pass their expectations. We will extend to be identified globally as the premier entertainment and hospitality association by mobilizing our group essence to flawless our gifts and natural forces, and to maintain our wealthy Disney legacy.

This will be apparent to our visitors, young individual workers, shareholders, and community and enterprise partners through our phrases and deeds. It is the company’s objective to supply a sensible come back to their shareholders, and to boost the worth of their investment. At the identical time, Disney should be certain to defend the enterprise and status of the business, in order that it can rendezvous the anticipations of the shareholders, visitors, clients, workers and employees.”

It is a well renowned detail that Walt Disney Theme Parks appeal a broad audience. Young children love to proceed there because they desire to rendezvous in individual their very well liked cartoon individual characteristics, while older children desire to know-how the thrill of magical and untamed travels that the reserve has to offer. Parents and grandparents love to proceed there because it is possibly the only location in the world where they too, can seem and act like young children again. That is the brilliance and the mystery of their success.

Disney Theme Parks offer a really family know-how that is to state that there is certain thing exclusive and appealing for every constituent of the family. That is why, they extend to open new resort amenities, for example the Pop Century Resort at Walt Disney World, which makes it simpler for families on any allowance to relish the full Disney know-how of residing “on property.” In July of 2005, the reserve that begun it all – Disneyland – will be 50 years young. So, in the jump of 2005, the business will start an 18-month commemoration, which will be discerned not just in Anaheim, but in all of their parks.

Using data system

SSM is a procedure utilised as scheme considering that considers conclusions of a scheme as being the merchandise of its interactions other than as the addition of all components (Checkland 1999). SSM is a holistic or socio-technical set about that presents an productive and effective way to apply a schemes investigation of methods in which technological methods, and human undertakings are interdependent (Checkland 1990).

There are 7 phases in SSM

Methodology in Action) Figure 1 shows that there are 7 phases in SSM, and they are:Stage 1: The analyst is discovering and comprehending the difficulty position inquired by the difficulty proprietor for the analysis. This stage recounts the exact difficulty as well as its natural environment by utilising the period of difficulty position as the analyst desires to set about the enquiry with a open mind”. To accomplish this, the analyst will have to realise backdrop material, present meetings and other applicable activities.

Stage 2: This stage focuses on expressing the difficulty position in a wealthy image (a diagrammatic representation) that is a schematic device utilised to recount the difficulty situation. It is furthermore a connection device utilised by the difficulty proprietor and other applicable stakeholders to talk about the difficulty position in alignment to double-check that the analyst realise the problem.

Stage 3: “Root delineations of applicable schemes recount what the scheme is and what it will accomplish from each stakeholders view. Here the distinct outlooks of stakeholders as to the difficulty and their anticipated answer are conveyed clearly. And then a farther function investigation namely CATWOE (clients, actors, transformation, weltanschauung, proprietors and environment) will furthermore be conveyed out. The CATWOE investigation mentions to considering about the diverse places that stakeholders take up as to the exact scheme recounted in the origin definition. In a phrase, the “root definitions” is the origin from which the form in stage 4 increased (Patching 1990).

Stage 4: Conceptual forms recount how the undertaking can be accomplished virtually founded on the origin definitions-input, yield, transformation (from input to output), command component and relatives between these elements.

Stage 5: Conceptual forms conceived by the analyst are in evaluation with truth (refer to the wealthy image asserted in stage 2). And conceptual forms are considered with the difficulty proprietor who then has to accept the conceptual models.

Stage 6: It starts to apply the feasible and desirable alterations through the consideration between the analyst and the difficulty owner. Some alterations can be impractical because of political, functional, economic, ethical or other reasons.

Stage 7: Based on stage 6, the feasible alterations can be applied and supplemented to the system.


Acquisitions to reinforce the place in children and families newspapers market Walt Disney have came by some businesses in the latest years to elaborate its place in the kids and families newspapers markets. For example, the business came by the portions of Jetix Europe; a pan-European newspapers business comprised of TV passages, program circulation and consumer products enterprises, in December 2008. The acquisition conveyed the company’s ownership in Jetix Europe to roughly 96%. Jetix Europe functions in the children and family newspapers business.

Its programming, equipped in the direction of children age 6-14, comes to a blended 137 million TV households in 58 nations and 18 languages. Also, in FY2007, the business came by Club Penguin, one of the fastest-growing online virtual worlds. The supplement of Club Penguin to Disney’s living online assets increased the company’s position in the online virtual worlds for children and families. These acquisitions will farther strengthen Disney’s market place in children and families newspapers market. Distribution affirmation with DreamWorks Studios The Walt Disney Studios, a shift image arm of Walt Disney, went into a long-run distribution agreement with DreamWorks Studios, in February 2009.

Under the periods of this affirmation, Walt Disney will handle circulation and marketing for roughly six DreamWorks movies each year. The first DreamWorks shift image is anticipated to be issued under the Walt Disney’s Touchstone Pictures advertisement in 2010. The overhead affirmation endows the business to farther enhance its quality of shift image offerings and elaborate its clientele base.

Improving occurrence in appearing Indian market

Walt Disney designs to hard-hitting elaborate its occurrence in the Indian market. For example, in May 2008, the business came by an 18% concern, expanding its stake in UTV to 32.1% on a completely diluted share capital cornerstone in UTV Software Communications Limited (UTV), a newspapers business headquartered and publicly swapped in India, for roughly $197 million. In supplement, the business bought into $28 million in a UTV subsidiary, UTV Global Broadcasting Limited, in August 2008. Earlier, in FY2006, the business came by an equity concern in UTV Software Communications and furthermore acquired Hungama television, a premier Indian children’s TV channel. Outside of the US, India is one of the biggest markets, where the business bought into in for local production. Disney Channel and Jetix have over 6,000 episodes of trans-created content. Through the terrestrial mesh, Disney Channel comes to over 122 million dwellings in India. Initiatives like these will farther reinforce the company’s place in the appearing Indian market.

Intense affray holds market share under ascertain

There is powerful affray in numerous of Disney’s key industries. Its broadcasting services compete for viewers with other TV systems, twisted cord TV, satellite TV, videocassettes, DVDs, and internet. This high grade of affray is especially significant with esteem to advertising revenues, where it furthermore strives against with other newspapers for example bulletins, publications, wireless and billboards. Disney’s broadcasting partition strives against with associations for example CBS and Fox, with strong market occurrence and mechanical know-how to dispute it in every facet of business. The parks and resorts segment strives against with other reserves and resorts operators like Xanterra Parks & Resorts and lesser localized US founded amusement reserves for visitors. Intense affray intimidates to erode the company’s market share in its distinct lines of business.


The Walt Disney Company has stayed pledged to making value entertainment for young children and parents both. Today, Disney is split up into four foremost segments: Studio Entertainment, Parks and Resorts, Consumer Products, and the Media Networks. Each segment is consistently increasing and incorporated to get the greatest exposure and development worldwide. The reserves and resorts commerce of the business is influenced by the financial and communal tendencies of the countries; it overrides 64.7% of the total market share in 2002 with Six Flags, a foremost amusement reserve, having 10.4%.

For the Future, Disney has determined to launch its “Disney Channel on Demand” giving visitors in inns the possibility to watch Disney Channel when and how they desire it just like videos on demand. Guests will be adept to very fast ahead, rewind, hesitate and save the scenes in movies. Disney is furthermore designing on commencing the Disney Channel in India in 2005. At the instant there are two Disney Resorts out-of-doors of the USA with a third one in its first stage at the Disneyland in Hong Kong. It will be marvellous asset in tourism, entertainment for the community. The government is expending a total of $22.45 billion to conceive the Hong Kong Disneyland. Phase I of Hong Kong Disneyland will be open to public in 2005 which will encompass a topic reserve, inn convoluted, and a retail, dinning, and entertainment centre.

To be thriving a business should manage a better job than its competitors of persuading goal assemblies and the Walt Disney Company. Disney is the market foremost in the reserves and resorts commerce supplying a full entertainment know-how where young children can rendezvous their very well liked cartoon individual characteristics while their parents know-how the thrill of magical and untamed travels that the reserves have to offer.


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