迪士尼公司案例研究

UMARALIHAMIDAFZALZUBAIRSAEEDGroupMembers7/21/2015NationalTextileUniversity2It’snotaboutjustDisneyland….!WaltDisneyCompany7/21/20155NationalTextileUniversityHISTORY6NationalTextileUniversity1923:DisneyandhisbrotherRoyarrivedinCaliforniatosell“AliceWonderland”.October1923:DisneyBrotherCartoonstudiowasfounded.Butin1925thenamewaschangedto“WaltDisneyStudio”.1928:Firsttimeever,theMickeyMouseemergedasthecartooninsound.1932:FlowersandTrees,firstfull-colorcartoonandfirstAcademyAwardwinner.1950:Thefirstliveactionfilm“TreasureIsland”wascompleted.History7/21/20157NationalTextileUniversity1954:ThecompanybegantelevisionwithDisneylandanthologyseries.1955:Themostsuccessfulseries“TheMickeyMouseClub”beganaswellastheopeningofnewDisneylandParkinCalifornia.1969:TheDisneystarteditsEducationalfilmsandmaterials.1971:WaltDisneyworldResortwasopenedwithaMagicKingdomandtwohotelsinOrland,Florida.1982:EpcotCenterwasopenedaspartofWaltDisneyWorld.History8NationalTextileUniversity7/21/20151983:TokyoDisneyland,firstinternationalDisneythemeparkopenedinJapan.1988:AttheWaltDisneyWorld,FloridianBeachandCaribbeanBeachResortwereopened.1990:DisneymovedtowardsHollywoodPicturesandacquiringWrathercorp.andtelevisionstationKHJ.1991:DisneypurchasedTheDiscovermagazine(theleadingconsumerscience).1992:TheParisDisneylandwasopenedinFrance.History9NationalTextileUniversity7/21/20151993:TheDisneywasawardedthefranchiseforaNationalHockeyLeagueteam,TheMightyDucksofAnatheim.1995:TheDisneyChannelstartedoperationinUK.1996:DisneyOnlinelaunchesDisney.com.RadioDisney,alive24-hourmusic-intensiveradionetwork,debuts.1998:ESPNmagazinestartedaswellastheopeningofAnimalKingdomatTheDisneyWorldResort.2006:DisneyunveiledDisneyXtremeDigital,anetworkingsiteaimedatchildrenyoungerthan14yearsofage.History10NationalTextileUniversity7/21/2015LocationDisneyResorts:1.California2.Florida3.Tokyo4.HongKong5.Paris11NationalTextileUniversity7/21/2015TheWalt-DisneyStudiosDisneyConsumerProducts•Walt-DisneyPictures•MiramaxFilms•BuenaVistaHomeEntertainment•DisneyRecords•BuenaVistaRecords•HollywoodRecords•TouchstonePictures•PixarAnimationStudios•DisneyTheatricalGroup•DisneyHardLines•DisneySoftLines•DisneyToys•DisneyPress•DisneyPublishingWorldwide•DisneyStoreDisney’sCorporateStructure12NationalTextileUniversity7/21/2015Disney’sCorporateStructureMediaNetworksParkandResorts•ESPN•Disney/ABCTelevisionGroup•ABCOwnedTelevisionStationsGroup•InternetGroup•ABCRadio•DisneyLandResorts•WaltDisneyWorldResort•TokyoDisneyResort•DisneylandParis•HongKongDisneyland•DisneyCruiseLine•DisneyVacationClub13NationalTextileUniversity7/21/2015MissionStatementWaltDisneyCompanyistobeoneoftheworld'sleadingproducersandprovidersofentertainmentandinformation.Usingourportfolioofbrandstodifferentiateourcontent,servicesandconsumerproducts,weseektodevelopthemostcreative,inovativeandprofitableentertainmentexperiencesandrelatedproductsintheworld.7/21/2015NationalTextileUniversity14ProposedMissionStatementThemissionofWaltDisneycompanyistobeoneofthebiggestandtrustedproducerofentertainmentandinformationproviderandcommittedtobalancingenvironmentalstewardship(tohelp)withitscorporateinnovativegoalsandoperationsbyusingadvancetechnologyinallbrandsthroughouttheworldforindividuals.7/21/2015NationalTextileUniversity15PurposedVisionStatementWaltDisneyCompanyistobeoneoftheworld'sleadingproducersandprovidersofentertainmentandinformation.7/21/2015NationalTextileUniversity167/21/2015NationalTextileUniversity17TheStrategy-FormulationAnalyticalFramework7/21/2015NationalTextileUniversity18InputStageExternalFactorEvaluation(EFE)InternalFactorEvaluation(IFE)CompetitiveProfileMatrix(CPM)7/21/2015NationalTextileUniversity19EFEMatrixKeyExternalFactorsWeightRatingWeightedScoreOPPORTUNITIESJobopportunity0.1530.45Highlyprofitableforstate0.1020.20Specialoffersforschoolsandtourists0.0840.32Peoplegetfreshnessondemandmovie0.0410.04SaleofHitDramasDVDs0.0320.06Increasemedianetwork0.1030.30ThreatsChangeintechnology0.1240.48Unaffordableformiddleandlowerclass0.0530.15Economicrecession0.1030.30Stopphysicalgrowthofchildren0.0720.14Successinnotpredictable0.0810.08Securitythreatduetoterrorism0.0820.16TOTAL1.002.8120NationalTextileUniversity7/21/2015IFEMatrixKeyInternalFactorsWeightRatingWeightedScoreStrengthBestentertainmentplaceintheworld0.0840.32Strongdiversification0.1530.45Goodimage(Goodwill)0.0940.36Innovation(puppetstodigitalmedia)0.1540.60Geteasyfeedbackthroughsocialnetwork0.0830.24Acquirepopularteamsofdifferentleagues.0.0530.15Targetnichemarket0.0530.15WeaknessCostlytovisit0.0510.05Hugeinvestmentwithhighriskfactor0.1020.20Specifictargetmarket0.0520.10MorecostlyR&D0.0510.05Negativeimpactonchildren’smind0.1010.10TOTAL1.002.7721NationalTextileUniversity7/21/2015CompetitiveProfileMatrix(CPM)DisneyTimeWarnerCBSCriticalSuccessFactorsWeightRateWeightedScoreRateWeightedScoreRateWeightedScoreAdvertisement0.2040.8030.6030.60Management0.1830.5440.7230.54MarketShare0.1030.3020.2010.10GlobalExpansion0.0830.2420.1610.08FinancialPosition0.1020.2030.3010.10ProductQuality0.1540.6030.