2. 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.
3. Competitive Analysis
Film, TV, cable TV, publishing, Internet
More than a third of revenues comes from cable TV
Struggling with AOL business
More diversified
Travel 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
4. 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.”
5. Competitive advantages
Customer-oriented
Responsiveness to Excellence in customer service
customers Market segmentation
Park attractions
Innovation Animation and movie productions (Pixar)
TV channels
Competitive
advantage
6.
7. Management practices
When Michael Eisner Robert Iger assumed
was in charge…. as the new CEO…
FAYOL BEHAVIORAL
PRINCIPLES: MANAGEMENT:
• Centralization
• Collaborative
• Authority and
Responsibility approach
• Order • Empowerment
• Initiative • Less centralized
• Control • Authority goes
• Discipline with knowledge
8. The result…
• Creativity is back in • Relationship with Pixar
place! got better
• Teamwork and • Launch of new
collaboration products and shows
• Synergy among • Development of
business divisions franchises
Increase in
revenues!
9.
10. Task environment
CUSTOMERS COMPETITORS
Different business segments, Media business compete for
different customer needs advertising shares
Market segmentation: women, Disney is diversifying business
children, teens, girls, boys and expanding platforms
Changes in consumer behavior
Delivering content in different
platforms
11. General environment
SOCIOCULTURAL TECHNOLOGICAL
Operations abroad: different Increase of interactive media use
cultures, values, tastes by customers
Local shows and productions, Collaboration among departments
but content that can travel to leverage creativity and
synergy among businesses
Increase of interest for animated
films
Purchase of Pixar Animation
