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matchups. Walt Disney achieves synergy by sharing activities with its movie distribution firm, Hollywood Pictures and Touchstone. Moreover, referring to the value chain model, Disney distributes its ‘customer service share’ via 5 business lines; resources used for marketing and sales activities in Media Network lines is pooled among Parks and Resorts, Consumer Products andStudio Entertainment. As Disney’s business units share resources and distribution channels, undeniably achieving costs savings. Additionally, Disney formed Buena Vista Distribution in 1953, ending distribution contract via RKO. Through resource sharing, Disney successfully reduced distribution expenses; increasing one third of gross revenue. Disney possesses corporate relatedness through adopting corporate marketing functions to standardize overall marketing strategies. For instance, Disneysells merchandise highlighted in their films in Disney Stores, Disneyland theme parksand hotel resorts; further evident by Disney acquisition of Marvel comics thereafter using Marvel characters in other business units. Conversely, vertical integration allows Walt Disney to minimize expenditure and control product quality, essential to the firm sustaining its competitive advantage.Walt Disney pursues unrelated diversification whereby potential benefits are gained via upstream vertical integration. As Disney aims to reduce operation cost and increase efficiency to realize higher profits thus the company is fully integrated into media networks, studio entertainment, Internet and direct marketing (CITE) .For instance, Walt Disney Music Company was established to control Disney’s music copyrights. This results in a protection and control over Disney’s assets to retain market power and prevent imitation of patent products( CITE) ; essential to a brand’s equity as Walt Disney exists as a renown cooperation thus any imitation of Disney’s merchandise would risk jeopardize Disney’s brand (CITE) . Additionally, Disney opened an in-house travel company to facilitate travel agencies, tours and airlines to attract customers globally to visit their theme parks and resorts. Undeniably, this has simplified the administrative procedures of Disney’s customers consequently allowing Disney to reduce its operational expenses without external travel agency commisional charges. Disney pursued downstream vertical integration, by establishing Buena Vista Distribution and end agreement with RKO in order to eliminate distribution fees. This has substantially increased Disney’s gross revenue through the deduction of distribution fees and excessive salary payments. Bueno Vista Home Video has also