Reported by: Georgette Ann Marie D.

Gales
Case Background

“Oswald, the Lucky Contractual issue gave

Founded by Walter
Rabbit” was the first birth to “Mickey
Disney and Roy Disney.
major hit. Mouse”.

In 1937, Disney released

Introduction of new
“Snow White and the
characters such as
seven dwarfs” their first
Goofy and Donald Duck.
full length movie.
 Post Walt Disney Era

Walt Disney Themed Park opened in 1971.

To generate more foot falls, Disney opened in-house travel company.

Owned by Japanese partner Tokyo Disneyland was announced.

During the themed park construction the quality of Disney films declined
drastically.

Disney launched a fresh adult / teen market label, Touchstone.
Oil tycoon Sid Bass spent $365 million to rescue the
business, restore Roy E Disney to the board and put an end to all efforts at hostility.
Turn Around Era of Walt Disney
Vision Statement

“to make people happy.”

 ★ Media Networks
4 Segment of Walt Disney
★ Parks and Resorts

★ Studio Entertainment

★ Consumer Products
Organizational Structure
Finance
Finance Cont..
Internal Factor Evaluation
External Factor Evaluation
SWOT ANALYSIS
TOWS Analysis
Strength and Opportunity Strategy
SO1 Create a customized targeted media advertising plan for all segments (S2, O2)
SO2 Expand Hong Kong Disneyland and research one new market (S3, O3)
SO3 R&D to storytelling to kids using technology (S4, O4)

Weakness and Opportunity Strategies

WO1 Develop and research plan around emerging markets with low R&D costs.(W1, O1)
WO2 Target 3 new markets and develop expansion plans around consumer products. (W4,O3)
WO3 Consumer research around the use of technology and needs. (W2, O4)
TOWS Analysis
Strength and Threat Strategies
ST1 Digitalize content to utilize technology and lower costs (S2, S4, T1)
ST2 Document and create IP protection plan (S2, T4)
ST3 Create and bank marketing strategies and promotions to use during adverse conditions or slow periods
for parks and resorts. (S2, T3)

Weakness and Threat Strategies

WT1 Digitalize content to utilize technology and lower costs. (W4, T1)
WT2 Focus on one high tech segment and focus content and R&d there. (W1, T4)
Recommendations
Market Penetration
Advantage: Quick diffusion and adoption of your product in the marketplace
incentives to be efficient, discouragement of competition, and creation of goodwill.
Disadvantage:Saturated market
Product Development-
● Related Diversification
● Diversification in Branding
● Vertical and Horizontal Integration
Advantage: keep in pace and seize opportunities
Disadvantage: Riskiness, extra cost, evolving markets and competition
Recommendations
Market Development-
● Foreign Outsourcing
● Direct Investment
● Licensing
Advantage: Gaining new customers, increase revenue and company growth
Disadvantage: Risk, and rish of cost associated with it
Conclusion
Market and Product Development

Walt Disney should build an indoor theme park and resort to New York, Improve their
advertising to promote entertainment which targets a more mature audience. And remodel and build
new attractions in every Park and Resorts to stay appealing to our customers.

Action Timeline Responsible

Promotion Quarterly Marketing, Operations,
Finance/Accounting
New Attractions Annually Operations, Finance, R&D
Technology Innovations Quarterly R&D, IT, Operations,
Finance
THANK YOU