9-cell matrices present overlap among the four largest business units:
depending on the attractiveness measures, strength measures, the
weights chosen, and the circle sizes, interactive media may or may not
overlap. Figure 1 presents a sample 9-cell Matrix prepared from the
industry attractiveness and business strength ratings in Tables 1 and 2.
Disney’s media networks, parks and resorts, consumer products, and
studio entertainment are all firmly in the “grow and build” area of the
matrix. The interactive media business is in the second tier and should
be given secondary consideration for resources. It should be noted that
interactive media is close to the “grow and build” cells of the matrix.
None of the Walt Disney Company businesses should be classified as
question marks, and there is no evidence provided to suggest that any
business is a candidate for divestiture.
FIGURE 1 Representative 9-Cell Industry Attractiveness/Business
Strength Matrix of Walt Disney Company’s Businesses