disney strategic planning

8/8/2019 Disney Strategic Planning

1/30

Company and MarketingCompany and MarketingStrategyStrategy

Chapter 2Chapter 2


2/30

2 - 1

Objectives

Understand companywide strategicUnderstand companywide strategic

planning and its four steps.planning and its four steps.Learn how to design businessLearn how to design business

portfolios and develop strategies forportfolios and develop strategies for

growth and downsizing.growth and downsizing.Understand marketings role inUnderstand marketings role in

strategic planning and howstrategic planning and how

marketers partner with others.marketers partner with others.


3/30

2 - 2

Objectives

Be able to describe theBe able to describe the

marketing process and themarketing process and theforces that influence it.forces that influence it.

Understand the marketingUnderstand the marketing

management functions,management functions,including the elements of theincluding the elements of the

marketing plan.marketing plan.


4/30

2 - 3

Known for films,Known for films,animation, themeanimation, themeparks and customerparks and customerorientationorientation

Parks offer a varietyParks offer a varietyof attractions as wellof attractions as wellas cleanliness, order,as cleanliness, order,and warmthand warmth

Satisfying theSatisfying the

customer iscustomer iseveryones jobeveryones job

Disney has grownDisney has grown

via diversificationvia diversification

Sales and netSales and netincome have fallenincome have fallen

c

WaltWaltDisneyDisney

Discussion:Discussion: How Can Disney Recover?How Can Disney Recover?


5/30

2 - 4

Disney companiesABCABC

16 cable networks16 cable networks ESPNESPN, Disney Channel, Toon Disney,, Disney Channel, Toon Disney,

SoapNET, A&E, the History Channel,SoapNET, A&E, the History Channel,LifetimeLifetime Television,Television, E!EntertainmentE!Entertainment

4 TV production companies4 TV production companies

8 movie production companies8 movie production companies Walt DisneyWalt Disney,, TouchstoneTouchstone Pictures,Pictures,

Hollywood Pictures,Hollywood Pictures, Miramax FilmsMiramax Films


6/30

2 - 5

More Disney companies5 magazine publishing groups5 magazine publishing groups

5 music labels5 music labels19 Internet groups19 Internet groups

Disney InteractiveDisney Interactive

TheThe Disney StoreDisney StoreDisney Cruise LinesDisney Cruise Lines

Two sports FranchisesTwo sports Franchises


7/30

2 - 6

Strategic Planning

Strategic planning is defined as:Strategic planning is defined as:

The process of developing andThe process of developing andmaintaining a strategic fit betweenmaintaining a strategic fit between

the organizations goals andthe organizations goals and

capabilities and itscapabilities and itschanging marketingchanging marketing

opportunities.opportunities.


8/30

2 - 7

Nervewire Video Clip

Consultants may

offer valuable

services and

expertise during

the strategic

planning process.

BusinessNow

Click the picture above to play video


9/30


10/30

2 - 9


11/30

2 - 10

Mission statementsMission statements should . . .should . . .

serve as a guide for what theserve as a guide for what theorganization wants to accomplish.organization wants to accomplish.

be marketbe market--oriented rather thanoriented rather than

productproduct--oriented.oriented.

be neither too narrow, nor too broad.be neither too narrow, nor too broad.

fit with the market environment.fit with the market environment.

be motivating.be motivating.

Strategic Planning


12/30

2 - 11

Strategic Planning

Mission statements guide theMission statements guide the

development of objectives anddevelopment of objectives andgoals.goals.

Objectives are developed at eachObjectives are developed at each

level in the organization hierarchy.level in the organization hierarchy. Strategies are developed toStrategies are developed to

accomplish these objectives.accomplish these objectives.


13/30

2 - 12

Google.comGoogle.com is one ofis one ofthe leading Internetthe leading Internet

search engines.search engines.

Construct a marketConstruct a market--oriented missionoriented mission

statement that fitsstatement that fits

this business.this business.

Discussion Question


14/30

2 - 13

Strategic Planning

Business portfolio:Business portfolio:

the collection of businessesthe collection of businessesand products that makeand products that make

up the company.up the company.

Designing the businessDesigning the businessportfolio is a key step inportfolio is a key step in

the strategic planningthe strategic planning

process.process.


15/30

2 - 14

Strategic Planning

Step 1:Step 1:Analyze theAnalyze the

current businesscurrent business

portfolioportfolio

Step 2:Step 2:

Shape the futureShape the future

businessbusiness

portfolioportfolio

Identify strategicIdentify strategicbusiness units (SBUs)business units (SBUs)

Assess each SBU:Assess each SBU:

The BCG growthThe BCG growth--share matrixshare matrixclassifies SBUsclassifies SBUsinto one of fourinto one of four

categories using:categories using:Market growth rateMarket growth rate

The SBUs relativeThe SBUs relativemarket share withinmarket share withinthe market.the market.

Portfolio DesignPortfolio Design


16/30

2 - 15

Figure 2-2:

Growth-Share Matrix


17/30

2 - 16

Strategic Planning

Step 1:Step 1:Analyze theAnalyze the

current businesscurrent business

portfolioportfolio

Step 2:Step 2:

Shape the futureShape the future

businessbusiness

portfolioportfolio

Determine the futureDetermine the futurerole of each SBU androle of each SBU andchoose thechoose the

appropriate resourceappropriate resourceallocation strategy:allocation strategy: BuildBuild

HoldHold

HarvestHarvest DivestDivest

SBUs changeSBUs changepositions over timepositions over time

Portfolio DesignPortfolio Design


18/30

2 - 17

Strategic Planning

Matrix approaches to formalMatrix approaches to formal

planning share many problems:planning share many problems: Difficult, timeDifficult, time--consuming,consuming,

and costly to implement.and costly to implement.

Focus only on currentFocus only on current

businesses.businesses. Too strongly emphasizeToo strongly emphasize

market share growth ormarket share growth orgrowth via diversification.growth via diversification.


19/30

2 - 18

Strategic Planning

Designing the businessDesigning the business

portfolio also involves:portfolio also involves: Developing strategies for growthDeveloping strategies for growth

by identifying, evaluating, andby identifying, evaluating, andselecting promising new marketselecting promising new marketopportunities.opportunities.

Developing strategies forDeveloping strategies fordownsizing the business portfolio.downsizing the business portfolio.


20/30

2 - 19

Figure 2-3:

Product / MarketExpansion Grid


21/30

2 - 20

Marketing plays a key role inMarketing plays a key role in

the strategic planning process.the strategic planning process.


22/30

2 - 21

Figure 2-4:

The Marketing Process


23/30

2 - 22


The strategic planningThe strategic planning

and business portfolioand business portfolio

analysis processesanalysis processes

help to identify andhelp to identify andevaluate marketingevaluate marketing

opportunities.opportunities.

The purpose of theThe purpose of the

marketing process ismarketing process isto help the firm planto help the firm plan

how to capitalize onhow to capitalize on

these opportunities.these opportunities.

Key ElementsKey Elements

Analyzing marketingAnalyzing marketingopportunitiesopportunities

Selecting targetSelecting targetmarketsmarkets

Developing theDeveloping themarketing mixmarketing mix

Managing theManaging themarketing effortmarketing effort


24/30

2 - 23






Key ElementsKey ElementsThe segmentationThe segmentation

process divides theprocess divides the

total market intototal market into

market segments.market segments.

Target marketingTarget marketing

chooses whichchooses which

segment(s) aresegment(s) are

pursued.pursued.

Market positioningMarket positioning

for the product isfor the product is

then determined.then determined.


25/30

2 - 24

Positioning

Market positioning

is not restricted to

physical goods.

Identify the competing

products of relevance

to the Marble Collegiate

Church.

What clear, distinctive,

and desirable place in

the consumers mind

does the ad at left

attempt to create?


26/30

2 - 25


Competitor analysisCompetitor analysisguides competitiveguides competitivemarketing strategymarketing strategy

development.development.Strategy leads to tacticsStrategy leads to tacticsvia the marketing mix:via the marketing mix: The Four PsThe Four Ps product,product,

price, place, promotionprice, place, promotion(seller viewpoint)(seller viewpoint)

The Four CsThe Four Cs customer solution, cost,customer solution, cost,convenience, andconvenience, andcommunicationcommunication(customer viewpoint)(customer viewpoint)







27/30

2 - 26

Figure 2-5:

The MarketingMix


28/30

2 - 27

T

he MarketingMixVisit the Hills Pet

Nutrition site.

How are the 4 Cs or

the 4 Ps presented

within the site?

Hills PetNutrition


29/30

2 - 28

T

heMark

eting Pro

cessMarketing analysisMarketing analysis Provides informationProvides information

helpful in planning,helpful in planning,

implementation, andimplementation, andcontrolcontrol

Marketing planningMarketing planning Strategies and tacticsStrategies and tactics

MarketingMarketing

implementationimplementation Turns plans into actionTurns plans into action

Marketing controlMarketing control Operating controlOperating control

Strategic controlStrategic control







30/30

2 - 29

Figure 2-6:

ManagingtheMarketing Effort

disney strategic planning

Documents