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Running head: Strategic Plan Part I 1

Strategic Plan Part I

Strategic Plan Part I 2

Strategic Plan Part I

Disney Smart is a new division of the Disney World organization, which aims to fulfill

the needs of the customers by developing the educational “Aril Game”. The division has a

unique mission, vision, and value proposition statements.

Mission Statement

Disney Smart’s mission is to create educational gaming products for children, which can

enhance their Aarithmetic and Llanguage skills while keeping them entertained and engaged in

the activities presented.

Vision Statement

The vVision of Disney Smart is to be on the cutting edge of educational media and to be

innovative in creating gaming products whichthat help children to grow their learning skills and

help facilitate early childhood learning and development.

Value Proposition

The division will increase the income of the company by $ 20 million within the next

three years. To achieve this performance, the division will provide high-quality services to the

clients andto attract a large market toand satisfy them by offering exemplary customer service.

Relationship between the Division’s and Organization’s Mission Statements

The mission, vision and value statements of the Disney Smart division relate to the

organizational values in multiple ways. The business’s mission is to be a leading provider of


entertainment products (Emerson et al., 2010). Thus, the division’s mission statement aims at

making the company a leading provider of gaming products, particularly aimed at an educational

market for young learners. TBesides, there is a relationship between the company and the

division’s vision statement. Both have a vision of becoming leading innovators in the

technological industry, specifically in this case for gaming, and entertainment (Emerson et al.,

2010). Likewise, the division has a value proposition that is similar to the organization’s value

statement. For instance, the division aims at generating profits worth $20 million within a three-

year period. Similarly, the company aims at increasing its profits to $20 million within the next

three years. Indeed, the division relies on the mission, vision and value proposition statements to

adhere to the company’s business strategy and thus is a seamless addition to the Disney family.

The guiding principles of the new division of Disney World and, Disney Smart, will be to

educate young learners in a socially responsible way while maintaining excellent customer

service and constantly innovating to make better products. The focus will remain on the

customers at all times., Twhether the young learners willthat have a need to be educated and

mentored in their learning, or the parent/guardian that is purchasing the product to help their

young learner will help to enrich the children in ways that will improve their lives. Disney Smart,

much like Disney World itself, will prioritize customer satisfaction as one of its primary guiding

principles. Satisfaction with the learning content, as well as the ease of use, will be one of the

primary focuses of the new “Aril 2016” game to ensure that the young learners are gaining the

necessary knowledge without added frustration.

The Division’s Guiding Principles and Values

In reference to culture and diversity, Disney Smart will include different proprietary

cartoon characters from different backgrounds and develop new ones when necessary to make


children from different cultural groups feel included and relate to the product in order to keep

them engaged in the learning process. Celebrating the diversity of the world through learning is a

pattern already implemented through Disney television shows and would be further developed

through the gaming division of the company.

In terms of social responsibility, the new division will follow suit from Disney World.

While a business is run for- profit, Disney World and the new division, aim to make the world a

better place through entertainment and now through learning. An educated child that has been

exposed to additional learning resources to facilitate learning has an advantage in the world of

education and in the business world of the future. Disney Smart will also offer three $10,000

scholarships per state in the United States in order to give back to their loyal customers and to

help develop and encourage the futures of the young people who have been using their products.

Future plans include expanding the scholarship program around the world once the company

grows in revenue. Disney Smart’s focus is on the improvement of educational models for young

learners and making these products available to a large market so that children across all

different socio-economic backgrounds have access to the products and can relate to the products

in a real way.

Much like Disney World, the new division will uphold strict ethical standards in the

development, marketing, and implementation of the product. The purpose of the “Aril 2016”

game is to educate children, but always remembering that people (customers and employees) are

the priority. The Disney Smart division will adhere to all Disney World corporate policies

regarding ethics.


Strategic Plan Part Two

SWOT Analysis

Strengths:

The division will rely on the organization’s strong brand name to attract many

consumers that may otherwise not be attracted to this kind of product. Disney World has invested

many resources in building its brand, which acts as a strong business strategy for gaining a

competitive advantage over any competitors in the market (Bhasin, 2016). For this reason, the

Disney Smart division can use the organization’s strong brand to market its products. In addition,

the innovative gaming products have a highly integrated content, which improves the quality of

the game. The games have high definition graphics compatible with all the most updated

operating systems.

Weaknesses:

Disney World incurs high operational costs for promoting new entertainment products

(Bhasin, 2016). Thus, the effect might and likely will spread to the newly created division

making it difficult to market the gaming products at reasonable price points. Also, the company

has poor online marketing strategies, which could limit its access to a vast number of consumers.

The company has not significantly established itself on social media sites or developed

interactive platforms where users can learn about the newly developed products, give

compliments, complaints, and general comments. Hence, the division would have to wait long

before accessing online customers, which could create an effect that could result in lower sales

making it impossible to achieve the set targets.


Opportunities:

The division can offer the product and services to international consumers as well as the

more obvious domestic markets (Bhasin, 2016). Most of the products from Disney World target

the American consumers and are limited in international markets. Many people globally like

games and are familiar enough with the brand and its characters that the company can rely on

them as potential consumers, especially given the limited number of gaming products for

children in those age ranges. Thus, the division will market the products in international markets

and try to target third world countries where the children of the nation lack adequate learning

tools on mathematics and languages for early childhood learning.

Threats

Stiff competition is the major threat to the division’s new products (Bhasin, 2016).

Disney experiences competition from Netflix, which has also invested in the third world

countries. Changes in culture and the influence of movies is another threat. Many young children

now like games which involve adventure and violence, for example running, shooting or

attacking the monster. In contrast, the innovated games are for educational purposes and will

likely feature little “adventure” and little to no violence. Thus, it would be difficult for the

product to penetrate into the market already concentrated with other gaming products that cater

to “fun” instead of education.


External Forces and Trends Considerations

Factor Strength Weakness Opportunity Threats

Legal and

Regulatory

Disney has

registered the

business and

adheres to all the

regulatory

standards

proposed by the

Federal

Communication

Commission

Disney has

protected the

copyrights of

most of its

characters &

products, but

many of them are

close to

expiration with

no extensions

available.

The new game

product can

target the market

segment where

there is minimal

regulation

The new laws

that protect

children from

spending much

time on TV in

both US and

foreign nations

Global economy Many people

prefer spending

their income on

entertainment

products, mainly

from Disney

World

The low

exchange rate in

the international

markets.

Consumers in the

middle east and

African countries

Financial crisis

which lowers the

ability of

consumers to

purchase the

gaming products

while operational

costs for the

company


increase.

Technological

innovation

Disney has latest

technologies

which make it

easy to innovate

attractive media

content.

The company

takes long before

adopting the new

product because

of the lengthy

internal

processes.

The company

can rely on blue

ray technologies

to improve the

design of the

game.

New

technologies

used by the

rivaling firms

such as Netflix.

Social Many people like

using

entertainment

products from

Disney because of

their high quality

The company has

not fully

identified the

changes in

consumer tastes

and preferences

The company

can offer gaming

products because

the current

games do not

target children.

Changing social

perceptions of

the digital media

and related

health effects.

Environmental Disney has proper

strategies for

protecting the

environment by

recycling waste

products, which

gives it a high

competitive

The government

has not identified

the best

stewardship

programs for

implementing the

environment

protection

The organization

can work

together with

other

environment

protection

agencies in the

third world

The changing

environmental

laws aiming to

protect global

warming could

restrict the

development of

the new product.


advantage over

the rivals.

strategies. country to

safeguard the

environment

while promoting

their brand and

gaming product.

Competitive

Analysis

The company has

qualified

technological

experts who will

develop a high-

quality game.

Poor online

marketing

strategies

Providing the

new products and

services to the

international

consumers.

Stiff competition

from Netflix.

Internal Forces and Trends Considerations

Factor Strength Weakness Opportunities Threats

Strategy Focus on

customer

satisfaction

High number of

entertainment

products

Developing

gaming products

for young

learners.

Effective

business

strategies from

competitors


Structure Adequate

facilities for

entertainment

products

Inadequate

gaming facilities

New gaming for

children in an

educational

venue

Stiff competition

Processes and

Systems

Efficient

teamwork

Few departments Establishment of

technology and

innovation

division

Poor employee

programs

Resources Adequate capital Poorly developed

software

New

technologies

High costs of

both hardware

and software

Goals Plans to expand

into global

market

Poor project

management

techniques

Online marketing High prices from

suppliers

Culture Diversified

culture

Low employee-

centeredness

Development of

employee

performance

programs

Strict laws

Technologies

and Innovation

Unique gaming

products

Inadequate

software

New

technologies

High costs for

procuring new

technologies


Intellectual

Property

Patented

products

Inefficient

production of

new products

New software Extended

procedures for

protecting

copyrights

Leadership A strong

management

team

Slow adaptation

to new changes

Use modern

techniques to

improve the

operations

Internal politics

Supply and Value Chain Analysis

Value Analysis

Primary Activities

Marketing and Sales

The division will conduct commercialization of the product by identifying the content to

include in the advertisements, which will depend on the nature of the games. Thus, the company

will have special events and occasions where it will introduce the new gaming products to the

consumers such as conventions or special release dates with perks at parks and resorts

domestically. Internationally, they will have to introduce new gaming products and create special

perks such as discounts to launch the products successfully. Additionally, the department will

involve the sales department to increase the awareness of the product and improve the sales.

Service


The division will provide customer-oriented products, which will increase the level of

satisfaction. During the initial testing phases, the customers will give compliments and

complaints so that the possible mechanisms of improving the games and platform may be

implemented before a full launch is done. The company will have software for the product which

will be made available to the consumer, and the customers will have to download it instead of

relying on external storage devices.

Support Activities

Administration and management will find the required monetary resources as well as

planning for the implementation of the game designing process. Then, the human resource

department will help in recruiting qualified personnel to handle major operations of the division.

Technology development department will assist in providing the new imaging technologies

during the product development phase. In addition, the finance division will organize for

procurement of all the necessary materials needed for the development of the game from the

suppliers.

Supply Chain Analysis

The supply chain consists of facilities, inventories, transportation, information, sprucing and

pricing. The factors that constitute to the development of a robust supply chain are effective

leadership, strong planning, and collaboration among the stakeholders, efficient communication

channels, and aligned metrics.

Leadership

The company has poor leadership strategy, which fails to involve suppliers and employees in

most of the processes.


Research Question – Will effective leadership improve the strength of supply chain?

Hypothesis – Transformational leadership can improve the supply chain and promote the success

of the project.

Communication Channels

Research Question - Can an improvement in increase communication satisfaction of suppliers,

consumers, and employees?

Hypothesis- Developing effective communication will improve the satisfaction of customers,

employees, and suppliers.

Collaboration

Research Question – Will collaboration contribute to the success of the project?

Hypothesis – Increased collaboration among all stakeholders will enhance the efficiency of the

project, thereby resulting in high success.


Strategic Plan Part 3

Assumptions

The development of the project will rely on three specific assumptions. First, the

stakeholders will accept the project proposal. Second, the company will provide all the needed

resources for developing the product. Lastly, the project will encounter minimum risk, which

will not affect the desired outcome.

Strategic Objectives Summary

The Disney Smart division aims at developing a high-quality game, which will attract

many consumers (Emerson et al., 2010). Through this product, the organization will address the

needs of many customers, in particular, parents who want their children to learn through video

games. Besides, the product will fill the gap that has existed in the gaming industry for long. The

success of this project will make Disney World the first company to improve the learning skills

of children from both the developed and third world nations.

Strategic Objectives

Shareholder value perspective

The revenue generated should be adequate to be shared equally among all stakeholders

The profit obtained should be more than the operational costs

To increase the competitive position of the business

Customer Value Perspective

To increase the satisfaction of customers


To retain the current and new customers

To improve the customer value

Internal Operations Perspective

To improve productivity within six months

To introduce new management systems within the organization

To develop new measures of performance, for instance using performance appraisal and

individual employee productivity

Learning and Growth (Employee) perspective

To increase employee satisfaction

To increased employee turnover

To use technologies, which employees can use in their work and employ a diversified

culture to improve their satisfaction

Risk Management Plan

Risk identification

Risk manager will work with a team of experts to identify possible events that can affect

the development process for the new gaming product (Kerzner, 2013). The team will determine

the risks at the beginning and during the lifecycle process. The risks identified should have a

significant impact on the organization’s performance.

Risk Analysis

The risks management team will assess the impact of all the identified risks. Qualitative

risk analysis will focus on the probability of risk occurrence and the associated impact, which is


divided into high, medium and low (Rosenau & Githens, 2011). Then, quantitative risk analysis

will involve assigning a numerical value to each risk depending on the level of the impact.

Risk Response Planning

Each member of the risk management team will be allocated a particular risk to manage

to ensure it does not affect the progress of the project (Rosenau & Githens, 2011). The four

approaches the team will use to respond to the risk are avoiding, mitigation, accepting and

transferring.

Risk Monitoring, Controlling, and Reporting

The risk management team will have to monitor the level of risks, report to the manager,

who will, in turn, take appropriate control measures. Then, the risk manager will maintain the

risk log.

Risk and Mitigation Plans

Objective: To increase revenue collected

Metric: The percentage increase in revenue

Target: Increase revenues by 5% for the next 1 year

Objective: Increase the competitive position

Metric: an improvement in global ranking

Target: To be among the top 5 best companies

Objective: to increase profits

Metric: Percentage increase in profits


Target: Increase profits by 5% within one year

Objective: To increase the satisfaction of customers

Metric: Percentage improvement in satisfaction

Target: Improve customer satisfaction by 35% within one year

Change Management Plan

Change identification

The project manager will identify the necessary modifications required to be made on the

project (Rosenau & Githens, 2011). The detected changes should include the type of change,

reasons for it, the scope and the needed concepts.

Particulars of the Change

This step will involve identifying the mechanisms for attaining the needed changes. It

includes the processes, people, information, and the costs.

Change Approach

The manager will determine the stakeholders and their responsibilities, factors

contributing to resistance to change, and the duties of each team member involved in

implementing the new changes (Kerzner, 2013).

Implementation

Implementation of the changes should include the establishment of the action plan,

communication plan, and training.


Communication Plan

The communication plan will contain information about all the processes and

requirements needed to develop the new division and the gaming product (Rosenau & Githens,

2011). The following are a component of the communication plan.

Objectives: to inform about the new project and expected outcome

Target audience: Staff

Communication channels: Memos and emails

Reasons for selecting the channel: It is cost- effective for reaching to many customers

Balanced Score Card

A balanced scorecard will help in assisting the stakeholders to understand the progress of

the project and the success achieved at specific stages. Thus, this score card will enhance the

commitment of the stakeholders to the project.

The following table will be used to record all the information and will act as a balanced

scorecard.

Strategic Theme: Developing high-

quality gaming products

Objective Metric Target

Financial

Customer

Processes


Learning

and Growth

Stakeholder

s

Conclusion

The proposal shows the significance of a new division at Disney World named Disney

Smart. This division will develop a gaming product specifically for children, and particularly

young learners, and aims at improving their arithmetic and language skills. The mission and

vision statement are similar to and align with the ones used by the organization. Thus, the

division will work to achieve the organization’s strategic goal by adding another facet to the

world of Disney. From the SWOT analysis, the product will rely on the Disney’s brand name and

financial resources to gain a competitive advantage over the competitors. Besides, there are great

opportunities in the third world countries where the product can gain a significant market share.


The success of the project, thus, will rely on the risk management and communication plans.

Lastly, the project manager will use the change management plan to identify any key

modifications required during the implementation of the project.


References

Kerzner, H. R. (2013). Project management: A systems approach to planning, scheduling, and

controlling. Hoboken: John Wiley & Sons.

Rosenau, M. D., & Githens, G. D. (2011). Successful project management: A step-by-step

approach with practical examples. Hoboken: John Wiley & Sons.

Bhasin, H. (2016). SWOT of Walt Disney - Internal analysis of Walt Disney. [online]

Marketing91.com. Available at: http://www.marketing91.com/swot-walt-disney/

[Accessed 22 Aug. 2016]

Emerson, C. D., Cockerell, L., & Solt, J. (2010). Project future: The inside story behind the

creation of Disney World. Charleston, SC: Ayefour Publishing.

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