[전략경영] 월트 디즈니 전략경영 사례(영문)

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2009.08.29 / 2019.12.24
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목차: Internal Analysis
Mission, History, Strategic group
Global Strategy
Horizontal & Vertical

External Analysis
Pictures’ National advantage
Disney’s Distinctive Competence
SWOT

Strategic issues & recommendation

Appendix & Reference

본문내용:  Walt Disney’s Mission: to make people happy
 Walt Disney’s Objective: to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products.

 Brief history of Walt Disney Co.:
Walt Disney Company was founded in 1923 as a movie studio, and its iconic Mickey Mouse character appeared for the first time five years later. In 1955, Disneyland Resort opened in Anaheim, California, and the company went public two years later. Over the following decades, Disney continued to expand, acquiring film distributors and perfecting its model for consumer product merchandising. In 1996, Disney acquired ABC.
Disney recently began distributing its content in new ways, such as video-on-demand online and television shows formatted for video iPod users.Disney has also invested $350 million to develop its own in-house video game development capabilities.
Disney purchased animated film studio Pixar in 2006, though the two had a previous distribution agreement prior to the acquisition. Pixar, which produced such hits as Cars and The Incredibles, will provide Disney with an ongoing stream of original content that can be syndicated across its various business segments.
Disney reported $37.8 billion in revenue in 2008, up 6.6% from 2007, and net income of $4.4 billion, down 5.5%.[1] The company has suffered from declining advertising and theme park revenue amidst a global slowdown in demand. As for 2010 and beyond, a large part of the company's success will depend on its ability to continue creating hit characters and movies.
 The company is divided into four major business segments: Media Networks, Parks and Resorts, Studio Entertainment, and Consumer Products. We will focus on the Media Networks since its revenue & operating income accounts for the majority (refer to figure 1 and 2)
 Walt Disney Co. has been the world’s largest media and entertainment conglomerate since the year 2008.
 It’s primary Financial goal is to maximize earnings and cash flow, and to allocate capital profitability toward growth initiatives that will drive long-term shareholder value. (refer to figure 3)
 Strategic Group (Competitors):
Walt Disney Co.’s main competitors are large media conglomerates such as News Corp., Viacom, Time Warner, etc.
 Strategic Group Map (refer to figure 4)

Global strategy

 Horizontal combination & vertical combination
Disney chooses horizontal combination strategy. Before 1980’s Disney’s main business was animation making and begging amusement park. At that time, nobody counted Disney as major Hollywood studio.
Disney made a new start in Actual movie industry(not an animations), But New CEO Michael Eisener(1984) felt keenly the necessity of stable root. Disney went for broadcasting infrastructures. Disney tried to horizontal combination As well as Vertical combination. They expected a synergism. As a result, Disney has been globalizing their enterprise.
Horizontal combination
By the intents of Walt Disney (founder), Disney pictures cannot make the adult movies.
It means, fundamentally, Disney pictures have to make only G (General Audience) grade pictures.
However, there was no outstanding products in 1980’. And it brought about Disney’s financial difficulties.
Finally, Disney resorted to an expedient. Established subsidiaries. Following film companies and distribution companies are opened up the way of all grade filmmaking. Thanks to Horizontal combination strategy, Disney broke through the crisis.
Touch stone pictures (works: Dead poets Society (1989), Pretty woman (1990))
Miller max studio (works: Pulp Fiction (1994) Kill Bill (2003))
Pixar animation studio

Vertical combination
Disney made cable television channel and broadcasted their works via this ‘Disney channel’ to all over the world. 1998, Disney bought LA local broadcasting station. And bought up ‘ABC’; American one of the Big three broadcasting. Organization.
In the event, Disney grown up a media conglomerate. From contents making to contents releasing, Disney has their own networks. (refer to figure 5)

Once they made content, the sources could be used again and again without extra costs. And one content can applied various Disney’s business. Every step they have gains profits.

Total Marketing
Disney’s major business strategy is the Total Marketing.
They connected well in Animations (or Movies), character, video (DVD), music, game, theme park, and theme shops. They set much value synergism above everything else. When they regarding to new business, relativity of major business to new industry is a top priority.
Since they had a competitive resource power, they could create a synergistic growth. For several decades, Disney had been accomplished contents and skills. These strengths are wells systematize foundation. Until today, these are

참고문헌: Official Websites:

http://disney.go.com/index
http://www.justdisney.com/walt_disney/

Related Websites & Books:

http://www.hoovers.com/disney-studios/--ID__103440--/free-co-factsheet.xhtml
www.geocities.com/TimesSquare/1848/disney.html
en.wikipedia.org/wiki/The_Walt_Disney_Company
www.csgstrategies.com/search-disney-swot-analysis-5-forces_p3.asp
www.disneyinternational.com/
http://www.time.com/time/time100/builder/profile/disney.html
http://www.environmentalleader.com/2009/03/10/walt-disney-plans-to-halve-its-emissions-by-2012/
http://prmac.com/release-id-4572.htm
http://money.cnn.com/2009/02/09/news/companies/disney_dreamworks.fortune/index.htm
http://money.cnn.com/2008/11/07/magazines/fortune/siklos_media.fortune/index.htm
http://cafe.naver.com/enca2006.cafe?iframe_url=/ArticleRead.nhn%3Farticleid=957
http://www.youtube.com/watch?v=VPAs-X-6shg&feature=related
http://cyimg26.cyworld.com/common/file_down.asp?redirect=%2F260030%2F2009%2F5%2F26%2F65%2FAH%5Fmagic%

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