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ABOUT Subsidiary

companies ETHICAL STANDARDS marketing STRATEGY STRATEGIES TO REACH GLOBAL MARKET SWOT ANALYSIS WEBSITE ANALYSIS

The company name

Disney Enterprises, Inc. / The Walt Disney Company


The Business Line Manufacturer, Retailer and Services Provider The Market Ultimate consumer The Specialization The Walt Disney Company divides its operations into five business segments: Media Networks, Parks and Resorts, Studio Entertainment,

Consumer Products, and Interactive Media


They are known for Entertainment through television programs, movies and cartoons, and parks and resorts. The Names of the CEO Level Executives Robert A. Iger is the President and Chief Executive Officer of The Walt Disney Company. Annual Sales Volume Revenue: 40.89 B (2011) Gross Income: 7.97B (2011)

ETHICAL STANDARDS
A.Responsibility to Guests and Customers
Quality Guest Safety

B. Responsibility to Cast Members and Employees


Professional Development Safety Diversity Teamwork and Communications Respect for the Individual

C. Responsibility to the Company and Shareholders


Conflicts of Interest Doing Business, or Influencing Business Relationships, with Family Members and Affiliates; and Other Conflicts Use of Corporate Information, Opportunities, and Assets Intellectual Property and Proprietary Information Accurate Reporting

D. Responsibility to Communities
Government Officials Communities Political Activity International

Product Strategy: Disney products involves far more the tangible good or the service; it offers the well known high quality and the worldwide known brand that the company has for years. Disney also customize all their products with specific characterists of the company, which demarcates and differentiates their products from others Pricing Strategy: Disneys prices are not low. Although, when compared to other goods and services, taking into consideration the quality of products that Disney provides, the price is fair. Place/Distribution Strategy: Disney has its products distributed all over the world, seeking expansion of the market. The key found by Disney is to position their main attractions (parks and resorts) in places with a high flux of people, so more people can be familiar with the brand. It is possible to observe this by looking to the places of the Disneys amusement parks today: California and Florida (America), Paris (Europe), and Hong Kong and Tokyo (Asia). Promotion Strategy: Disney succeed in this area, especially in low peaks of the year. Promotion, such as low priced rooms, free or reduced tickets and items are highly utilized strategies of Disney.

Foreign Outsourcing: Due to the higher wages in the United States when compared to developing countries, Disney adopted the strategy of Foreign Outsourcing to reduce the cost of production. The main factories are located in Asian countries, especially in China, and then have their products distributed to all the stores. Licensing: In order to have Walt Disney products available worldwide, Disney not only opened Disney Stores outside of the United States, but also authorized Licensees to resell their products. This approach is very beneficial for the company, in view of the low need of investment or no investment sometimes. Direct Investment: As said before, Disney also opened Disney Stores around the world, as well as amusement parks and resorts. This type of Strategy is called Direct Investment. This represents a high cost investment for the company; however, their control over how their business operates is maximized. As of today, Walt Disney Company has Direct Investment Stores in five different countries and amusement parks and resorts in United States, France, Tokyo, Hong Kong and an upcoming one in Shanghai.

Strengths

Weaknesses

Worldwide known brand.

Costs of operation are high.

Offers their customers high quality products and services. Company's name is still highly associated with an specific target audience - children. Is strongly present in several branches of the Creative and innovative ideas are required to bring entertainment industry. and retain customers.

Opportunities
Room to develop the market in emergent countries.

Threats
Strong competitors in the entertainment industry

Expansion into different segments


Develop more attractions for theme parks.

High competition on finding and affording the most creative human resources.
Lack of protection of Intellectual property in many non-developed countries.