The Walt Disney

Company

Estela Almeida

Estela Almeida

Managing

creativity

Company Overview

• Founded in 1923 by Walter Disney• Leading entertainment and media

enterprise• Went through a radical management change

in 2006• Four business segments:• Media networks: cable, radio, broadcasting,

Internet, and publishing.ABC, ESPN• Parks and resorts: Disney Cruise Line, 11 theme

parks in 3 continents.• Studio entertainment: Touchstone, Miramax,

Pixar Animation.• Consumer products: toys, apparel, food, etc.

Competitive Analysis

Film, TV, cable TV, publishing, Internet More than a third of revenues comes from cable TV Struggling with AOL business

More diversifiedTravel and tourism industry very hurt

Film, TV, publishing Hard hit by the declining newspaper industry and declining ads revenues on TV Downsizing in 2009 Change in executive leadership in 2009

Focused on TV Multiple channels, mass audience, ads across channels Ads account for more than 65% of sales Focusing on international markets for growth

Mission

“To be one of the world's leading producers and providers of

entertainment and information. Using our portfolio of brands to differentiate our

content, services and consumer products, we seek to

develop the most creative, innovative and profitable

entertainment experiences and related products in the

world.”

Park attractionsAnimation and movie productions

(Pixar)TV channels

Customer-orientedExcellence in customer service

Market segmentation

Competitive advantages

Innovation

Responsiveness to customers

Competitive advantage

But how can Disney still be creative after so

many years, facing all the challenges of the

media industry?

Management practices

FAYOL PRINCIPLES:

• Centralization• Authority and

Responsibility• Order• Initiative• Control• Discipline

BEHAVIORAL MANAGEMENT:

• Collaborative approach

• Empowerment• Less centralized• Authority goes

with knowledge

When Michael Eisner was in charge….

Robert Iger assumed as the new CEO…

The result…

• Creativity is back in place!

• Teamwork and collaboration

• Synergy among business divisions

• Relationship with Pixar got better

• Launch of new products and shows

• Development of franchises

Increase in revenues!

GLOBAL ENVIRONMENT

Changes in consumer behavior

Delivering content in different platforms

Task environment

Different business segments, different customer needs

Market segmentation: women, children, teens, girls, boys

Media business compete for advertising shares

Disney is diversifying business and expanding platforms

CUSTOMERS COMPETITORS

Increase of interest for animated films

Purchase of Pixar Animation

General environment

Increase of interactive media use by customers

Collaboration among departments to leverage creativity and synergy among businesses

Operations abroad: different cultures, values, tastes

Local shows and productions, but content that can travel

TECHNOLOGICALSOCIOCULTURAL

SWOT ANALYSIS

THREATS

•Piracy•Advertising revenues decreasing•Weak economy

STRENGHTS

•Synergy among business divisions•Brand awareness•Management style•Strong corporate culture

OPPORTUNITIES•Franchising•New platforms•International Markets•Media integration•Hotel+park deals

WEAKNESS

•Retail Operations

THANK YOU!