Lecture2_Strategy

Lecture2_Strategy - USC BUAD497 Strategic Management...

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USC BUAD497 Strategic Management Session 2: What is Strategy? Lori Yue, Ph.D. Assistant Professor Marshall School of Business University of Southern California
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USC 1984 Profits:  $242 Million Theme Park Operations:  77 percent of profits Consumer Products:  22 percent of profits Filmed Entertainment:  1 percent of profits Walt Disney Company
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USC Hired Michael Eisner - 1984 1. Increased admission prices at theme parks 1984 - $186 m       1989 - $787 m 2.  Focused on movie studios (character development) 1984 - $2.42 m       1994 - $845 m 3.  Diversified into television (ABC), hotels, retail stores, cruise line, publishing, consumer products, licensing, etc. Market Cap:  1984 = $2 billion   1994 = $28 billion Walt Disney Company
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USC What is Strategy in 1980s? 1980’s View Operational effectiveness, i.e., performing business  activities  more efficiently  than others              - Many business consultants in the 1980’s
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USC What is Strategy in 1980s? v Limitation of perceiving operational effectiveness  as strategy § Temporary § Necessary but not sufficient 
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USC Strategy is about being different v Three types of different positioning § Variety-based positioning § Need-based positioning § Access-based positioning
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USC Strategy is about being different
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Lecture2_Strategy - USC BUAD497 Strategic Management...

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