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21download_doc-3.php - J370 Session 2 What is Strategy o...

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J370 Session 2 What is Strategy? o What industry does this company compete in? o What does this company actually do? o How successful is this company? o What factors will affects its success next year? o What does the firm make? o Who does the work? o Where? o How? o When? o Who is offered the results? o Why will they pay? o Why (or why not) is this firm valued? Strategy is also about saying ‘No’ o What does the firm NOT make? o Who does NOT do the work? o Where does the firm NOT have activities? o When NOT? o Who is NOT offered the results? o What will they NOT pay? Walt Disney Company o 1984 Profits: $242 Million o Theme Park Operations: 77% of profits o Consumer Products: 22% of profits o Filmed Entertainment: 1% of profits o Hired Michael Eisner - 1984 Increased admission prices at theme parks 1984: $186 m 1989: $787 m Focused on movie studios (character development)\ 1984: $2.42 m 1994: $845 m Diversified into television (ABC), hotels, retail stores, sport team, cruise line, publishing, consumer products, licensing, etc. (Huey & McGowan, 1995) Market Cap: 1984 = $2 billion 1994 = $28 billion Definition of Strategy o
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