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The Walt Disney Company: Its Diversification Strategy in 2012
The Walt Disney Company: Its Diversification Strategy in 2012
Forestnita
Lidya Vega N.
Karina Nur W.
MM REGULER - 13
16, 1923 by Walt Disney and his brother Roy as a small cartoon animation studio, the co
mpany struggled through years of unsuccessful creations but turned around after the deb
ut of Mickey Mouse, the official mascot of the company. Now headed by CEO Robert Iger,
Disney is one of the largest entertainment corporations in the world with approximately 16
6,000 employees and annual revenues approaching the $45 billion mark (Walt Disney).
• For eight decades, Walt Disney has entertained people around the world with its theme p
arks, resorts, cruises, movies, TV shows, radio programming, and memorabilia. Before div
ersifying into live-action film production, television and travel, the company established it
self as a leader in the American animation industry. The company went public in 1940 an
d was reincorporated under its current name in 1986 and expanded operations and also s
tarted divisions focused on theatre, radio, music, publishing and online media (Cohesion
Case).
MISSION STATEMENT
estic television stations, international and domestic cable networks, domestic broadcast radio networks and stations and publishi
ng and digital operations. The Disney/ABC Television Group comprises Disney’s global entertainment and news television properti
es, owned television stations group and radio and publishing businesses. Disney/ABC Channels creates programming and franchi
se benefits for all of Disney’s businesses. The group’s portfolio includes: ABC Television Network ABC Owned Television Stations G
roup, ABC Studios, Disney Channels Worldwide, ABC Family, SOAPnet, Disney ABC Domestic Television, Disney Media Distribution,
Hyperion and Radio Disney Network. The ABC television Station Group Operates more than 220 affiliated stations and the ABC O
wned Television Stations Group owns ten television stations, six of which are in top ten rated markets, across the U.S. (Cohesion
Case).
• Disney also produces and distributes live action and animated television programming under the
ABC Production Studios label. ABC Studios develops, produces and distributes entertainment
content across broadcast and cable television and digital platforms (Cohesion Case). This
includes many prime time programs and dramas, such as Castle, Criminal Minds, Desperate
Housewives, Grey’s Anatomy, Private Practice and a variety of syndicated programming. Two of
Disney’s major TV networks (ABC and ESPN) have an arrangement with Cox Communication
where the companies now offer hit shows and football games on demand. In this deal, Cox, the
nations third largest cable operator, agreed to stop the fast forwarding of commercials to gain
• Distribusi: Melalui lisensi dan pemasaran dan outlet bisnis yang beragam,
ketika Disney menghasilkan gambar baru atau merek, seperti karakter film,
terus memanfaatkan karakter lama setelah itu telah meninggalkan box
office. Sebelum film naik daun bioskop, Disney sudah merilis lini mainan
dan produk melalui toko-toko dan outlet lainnya, yang kemudian diikuti
dengan rilis DVD dan seringnya kehadiran karakter Disney di taman
bermain
FINANCIAL STATEMENT
• Sumber utama pendapatan bagi perusahaan berasal dari belanja iklan , sebagian besar didorong oleh
ekonomi , dan adanya peristiwa TV skala besar . Keberhasilan Disney adalah didorong oleh kualitas
pemrograman di berbagai saluran dan ukuran penonton . Kestabilan sumber pendapatan juga berasal
dari biaya afiliasi untuk kabel dan satelit pemrograman , dan mereka diperkirakan akan tumbuh di ha
mpir semua lingkungan ekonomi ( Forecasts ) . Disney menghasilkan Biaya afiliasi tertinggi dalam ind
ustri , sebagian besar karena popularitas ESPN .
Di akhir tahun fiskal terakhir (2012), Disney mencapai rekor laba bersih, pendapatan dan Laba bersih per
saham. Secara keseluruhan, Walt Disney siap untuk melakukannya dengan sangat baik di masa depan
(Russell). Denga waralaba film yang kuat (Disney, Lucas, Pixar dan Marvel), TV (ABC dan ESPN), berbagai
hiburan dan permainan di Broadway, Disney adalah pemain utama dalam bisnis hiburan dan diharapkan
untuk terus tumbuh secara internasional dan mampu melanjutkan kesuksesan dalam hal keuangan.
Analisis
SWOT
Strengths
• Strong diversification.
• Responsiveness to markets.
• Brand recognition/ loyalty.
• Size of operations.
• Largest worldwide licensor of character based merchandise.
• Global standardization.
• Well established divisions.
• Increasing trends in overall revenues and profits.
Weaknesses
High costs.
o Sunk costs.
o Research and development costs.
o Costs of entertainment production.
• Frequent change in top management positions.
• Parks and Resorts are not easily accessible leading to a c
ostly trip for visitors.
• Parks and Resorts success unpredictable.
o Travel trends
o Leisure time
o Seasonal
• Interactive Media- overall unprofitable.
• Company’s name still highly associated with specific target
audience- children
Opportunities