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Case Study #3 (Disney)Thu Dinh, Mira Hobbs, Shelby Lake, and Marissa ReedySchool of Public Health, Indiana UniversitySPH-T425 Strategic Planning in Recreation and TourismProfessor David SmileyMarch 25th, 2021
What is The Walt Disney Company’s corporate strategy? According to Robert A. Iger, Chairman and Chief Executive Officer from The Walt Disney Company, he said they are strategically positioning their businesses for the future, creating a more effective, global framework to serve consumers worldwide, increase growth, andmaximize shareholder value (The Walt Disney Company,2018.) In 2020, the company’s corporate strategy is to create high family focused content by having better improvement of technology, focus on creating high quality content, and expansion internationally in order to make their guests' entertainment experience more memorable. Not only building the company based on the family brand industry with not only animation films or shows but since they had also leveraged ESPN by building the ESPN Wide World of Sports Complex in Orlando that also allows Disney to be more diverse to their guests including kids, adults, and the whole family. Another advantage of owning ESPN, they have alsocreated Disney+ where the whole family can watch all the Disney’s movies and shows exclusively, and you can also watch your services on your computers, phones, and tablets. The Walt Disney company also created Pixar in 2006 and Marvel in 2009 for the purpose of expanding its markets. Not only expanding its markets through animation films, the company also expanded its theme parks such as Toy Story Land, hotels and resorts such as Swan and Dolphin resorts, cruise lines such as Disney Cruise with four ships and plans for three more to becompleted in 2022, 2024 and 2025, Disney+ as a streaming service, music publishing which called Disney Music Group or DMG, live theatrical productions such as The Disney Theatrical Group, children’s book publishing which is called Disney Publishing, and consumer products retailing that is called Consumer Products, Games and Publishing (CPGP) that brings stories and characters to life through innovative and engaging physical products and digital experiences
across more than 100 categories, from toys and t-shirts, to apps, books and console games (Disney Parks, Experiences, and Products.)The Walt Disney Company’s strategy has proven to be the most successful strategy in both current and new markets when they are not only improving their core animation business with new characters, story lines and new skills, but also enlarging their market all around the world such as in Paris, Tokyo, Shanghai, and Hong Kong. Other than the United States, they have targeted China, Russia, and are available in more than 100 countries.What is your assessment of the long-term attractiveness of the industries represented in The Walt Disney Company’s business portfolio?In my assessment the long-term attractiveness of the industries represented in the Walt Disney Company’s business portfolio is very strong. The strength of their business portfolio is