Marketing Research About The Walt Disney Company (Research Paper Sample)

The Walt Disney Company
Name
Institution
The Walt Disney Company
Introduction
Value chain is a cycle of exercises that an organization working in a particular industry performs to convey a profitable service or products for the market. This value chain speaks to the inner practices a firm takes part in while transforming inputs into products. Value chain analysis is a strategic tool, and the process involves a company identifying its primary and support activities that increase the value of its product and afterward dissect these exercises to improve differentiation advantage or reduce cost. Conducting this Analysis of The Walt Disney will show precisely the parts of its operation that generate value and the ones not creating value.
Question 1
Michael E. Porter presented the generic value chain idea in 1985. He introduced the concept as the fundamental instrument of examining the exercises an organization performs. As indicated by Porter, the value chain is of two categories as highlighted in Exhibit 3.1: Primary activities and support activities. From these activities, Inbound Logistics, Marketing and sales and General Administration seem to me, to be an essential value creating activities. The Company’s rebirth under Michael Eisner was broadly viewed as one of the best turnaround stories of the twentieth century. In 2000, incomes had moved to $25 billion from $ 1.65 billion (Rukstad, Collis, & Levine, 2001). When Eisner landed in 1984, the organization was fading and by narrow margin avoided dismemberment and take over.
Net profit had ascended from $0.1 billion to $1.2 billion as shown in exhibit 1. Analysts gave Michael Eisner much of the credit for Disney resurrection. He was a tough person and had a reputation for toughness (Rukstad, Collis, & Levine, 2001). In spite, primary activities adding value specifically to the process of production, they are not vital than support activities. These days, competitive upper hand mainly comes from innovations in strategies of procedures or action. In this manner, such support activities as 'general administration' are usually the most vital source of distinction advantage (Rukstad, Collis, & Levine, 2001). Yet again, primary activities are the basis of cost advantage, where the price can be effortlessly acknowledged for every action and justifiably managed. For Walt Disney Co. activities, my Value chain analysis is the following:
Support activities
Administration and management

* Time planning;
* organization of the actions and control timetable
* communication concerning every single part of production i.e. movie architect, story writer, computer experts for cutting and animation

Human Resource management

* Team building &educating as well developing people
* Hiring qualified personnel
* Motivate staff members with high potential in particular knowledge and creativity

Technology development

* Use new animation technology, for example, 3D/ Digital shooting
* Use new image technology i.e. new special effects, new cameras/ digital broadcasting

Procurement

* Digital camera, sound recording system

Primary activities
Inbound Logistics

* Voice actors who provide their vocal sound to the animated personas
* Actors, rented equipment, film rolls

Operations

* Make good stories
* Animation,
* Video cutting

Outbound logistics

* Broadcasting, sell to other networks

Marketing and sales

* Publicizing
* Dispensing film in theaters
* Promotion event

Services

* Communication with viewers
* Provide useful information

Question 2
Diversification may be related or unrelated. When the activities of the company boost those of the company's current business in such a way that boosts or contributes to the competitive advantage, then it is related (Rukstad, Collis, & Levine, 2001). Disney has demonstrated its prosperity and dependability through the organization's high diversification technique. However, if the company being diversified has no focused and meaningful value chain that conforms to the value chain of the current business, at this point the diversification is assumed to be unrelated. According to the case study, the company was comprehensively diversified into several ranges, which resulted in the organization to make several strategic business units (SBUs) and they include a) Media network, b) Park and resorts c) studio entertainment d) consumer products, and e) Interactive media business units (Rukstad, Collis, & Levine, 2001).
As for the Walt, strong market contenders of its business units are Parks and resorts, Studio Entertainment and Media Network.
* Related diversification
* Television (Disney Channel)
* Animation studios
* Consumer Products
* Unrelated Diversification (parenting)
Walt Disney appreciated the interrelation of new organizations to each other in a perfect world from the earliest starting point. For example, a family goes to Disney, book into a lodging claimed by Disney inside the amusement parks (Rukstad, Collis, and Levine, 2001). While in the parks, the family eats at Disney-claimed restaurants, buy Disney items. It does not have any kind of effect that they are paying higher for settlement and meals in contracts to their competitors. Children meet the Disney characters wherever in the parks, which leaves a continuing enthusiastic experience (Rukstad, Collis, and Levine, 2001). The children and their parents end up obtaining books, recordings, broadcasting which they carry home with them. These make them envision anot...