Case 5 Disney.doc - Running head CASE 5 DISNEY 1 Case 5...

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Running head: CASE 5: DISNEY 1 Case 5: Disney Domitila Munoz Bethel College MBAD524 Bus Policy/Ethical Decision Mkg April 19, 2018 Professor David Brenay
CASE 5: DISNEY 2 Case 5: Disney The Walt Disney Company is an international, broadly diverse media and entertainment company. Their portfolio includes theme parks and resorts, motion picture production and distribution, cable television, ABC broadcast television, eight local stations, and a variety of other businesses. Despite struggling in the mid-1980’s, Disney has continued to increase its annual profits. Disney’s main revenue stream is from its animation, which began in 1919, and its parks and resorts, which was initially begun in Anaheim, California in 1954. Disney has continued its exploration and expansion into other markets and in other countries creating a strong corporate strategy that has high long-term attractiveness. What is Walt Disney Company’s corporate strategy? The corporate strategy for Walt Disney Company is to create high family focused content. Using better innovation of technology to make the entertainment experience at Disney more memorable than its competitors. Walt Disney Company also wants to continue to expand internationally. The strength of focusing on family oriented and branded content is not just the animated films and shorts that Disney currently produces, but also a blend of other media such as theme parks and resorts, studio entertainment, consumer products, and interactive media. This diversification creates less overall risk for Disney. Disney is not just for children, they are

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