Disney World & Michael Eisner – Case Study Example
Disney World & Michael Eisner I. History The company was founded in 1923 as a cartoon studio by Walt brothers: Walter Elias and Roy Disney. Earlier named as Disney Brothers Cartoon Studio, the company contributed in the animated productions. Michael Eisner, the renowned American businessman joined the organization in 1984 as chief executive officer and expanded its circle to the movies and other online and print medias. The current name of the company was adopted in 1986 and it became a globally known product under Eisner’s supervision.
II. Internal Environment
The Walt Disney is a famous brand today that is known for diversified and flexible representation of the global culture. It targets both children and adults through cartoons and movies which tend to constructive creativity among the watchers. However, its growing business involves high risk factors which become critical with the limited audience. It also triggers cultural imperialism (e.g., anti-Semitics) which is targeted by the competitors.
III. External Environment
The company undoubtedly possesses worldwide opportunities for business expansion by globally localized products. This can also provide it with newer and more diversified ideas. Its entertainment can replace the need of toys and can offer training along with scientific and humanistic knowledge. Piracy casts intense threats to the company’s innovations and affects its product differentiation as well as consistency. Moreover, the change in the preferences of the younger generation with the passage of time also holds great threat for the company’s products (Williams, & Denney, 2004).
IV. SWOT analysis
Strong brand image
Diversification and flexibility
Targets all age groups
Triggers imaginativeness and creativity
High risk factor due to huge investments
Categorically narrow products
Global localization for worldwide acceptance
Replacement of toys
Early age indirect teaching
Piracy can damage company’s innovativeness and differentiation
Change or watchers’ preference can down the market or certain products
V. Corporate-Level Strategy
The company’s corporate interests lie in the entertainment media with ‘less sexual, more action’ movies and cartoons. Its corporate strategy is to “develop outstandingly creative content”.
VI. Business-Level Strategy
The Walt Disney focuses the existing customers and tries to develop its market with nonstop promotion. For this purpose, it tracks down the customers’ interests and offer them ‘the Bigger Dream’ (Gabler,2007).
VII. Structure and Control
The management structure of the company is controlled by the CEO under whom all the corporate and business units work. Each unit further leads a particular area of the entertainment field.
The company should try to avoid culture-discriminating products. It should try to turn its products into acceptable to all age groups. Also, products should promote certain constructive psychological images so that to neutralize negative and terrorist minds.
Gabler, Neal. Walt Disney: The Triumph of the American Imagination. reprint. USA: Vintage, 2007. Print.
Williams, P, & Denney, J. (2004). How to be like walt: capturing the disney magic every day of your life. USA: Hci.