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Lecture 9

BU481 Lecture Notes - Lecture 9: Disney Store, Go.Com

Course Code
Karin Schnarr

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Walt Disney Case- Policy 1
Key Info
- Did Disney still have a coherent strategy for its business mix?
- Did Eiser’s 20% groth target still ake sese, partiularly he Disey faed
increasing competition across all its businesses
Industry Analysis:
Porter’s 5 Forces
1. Power of Suppliers
2. Power of Buyers
3. Threat of New Entrants
4. Threat of Substitutes
5. Rivalry Amongst Competitors (High)
Key Success Factors
- Training required all employees and executive were required to spend a day dressed as
characters at the theme parts as a way to develop pride in the Disney tradition
- Katzenberg exceptional work ethic trickled down forcing employees to step up
- Synergy Bootcamp (large bonuses)
- Creativity was a central factor in their early success
Environment Analysis: (not relevant)
Direction (vision/ mission)
- Expand sales internationally with USA being majority with Europe= 40$ and Japan= 80%
Value Chain Analysis
- Many operations within the Walt Disney umbrella
Business Strategy Triangle
- Goals
o Want all employees to feel the love for Walt Disney and its characters like their
customers feel
- Product/ Market Focus
o Market diversification/ market penetration
Existing product in many areas but are looking expand geographically and
within the areas they already occupy
- Core Activities
o Cruises
o Touchstone media
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