Walt Disney Strategy (Research Paper Sample)

Walt Disney Strategy
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Executive summary
Walt Disney Company is known for its best brand, creativity and its ability to promote its businesses. He had the passion of applying innovative technologies to increase the level of consumer experiences. The company was started and founded in 1923. It started its operations in California but later it moved to expand its operations in America. It later acquired its partner Pixar. It had five segments, studio and entertainment, consumer products studio entertainment media networks, parks and resorts. Its competitors in the industry involve, Time Warner, Viacom, and Dreams Animation. The main aim of the analyses of Disney is to analyze the international marketing strategy and its diversified portfolio. Walt Disney is diversified in its operations with the four segments, parks and resort, consumer products, studio entertainment and media networks. The company has its operations based in Canada and US (Robbins, S. & Coulter, M. 2005,P. 29).
The four scenarios include, cost leadership strategy and marketing strategy. Cost leadership strategy means selling a quality product in the market at the lowest prices. This factor is influenced by volume and market positioning its product in the business and making profits. It is one of the major strategies that have helped many organizations to achieve their long term goals. It is a critical part of China because leadership completes the communication process. China can produce differentiated products to its customers. Quality service is fundamental to clients. Leadership fosters a company culture. The Disney company motivates creativity by creating a conducive environment to share the noble ideas. With the strong leadership skills, Disney will be able to lay down its strategies in China wit in the next 20years. Leadership is key in a chain of excellence in Disney country. There is employee satisfaction and low employee turnover, this creates a good working environment for both employees and customer relations. A good relationship with the customers as a result of good leadership. Also, Disney ‘s cost leadership is a good strategy into entering the China market (Robbins, S. & Coulter, M. 2005,P. 35 -40).
Target marketing strategy is another strategy that can be used in China to reach its strategy in the next 20 years. Marketing strategy involves international outreach strategies, advertising and marketing strategies and innovation. Innovation is a marketing strategy that can be used in China to help them stay ahead of other competitors and build business ventures. In the current world, technology is advancing and, there is a need to do thorough research, innovation and development. With the new technology, many methods of designing and producing better products and services are coming up. The main idea of this strategy is to ensure that China is connected to the rest of the world. The international outreach strategy will ensure that people will travel to see China. Many people will travel to the country and, therefore, need to create parks and museums. It will attract the business for the China products. It will also increase its market share and then its brand. Advertising and promotional strategy is a vital strategy for China. It involves a systematic approach to marketing through social media like television, newspaper, family packages, inclusive of discount in prices and mobile initiatives. Branding allows a business to outdo its competitors in the business. It can be achieved through tag lines, attractive graphics and appealing colors. It is also essential for China to use online marketing. Currently, there is increased technology China cam decide to use a social site like twitter and facebook to sell its products (Gregoriou, 2006, p. 103).
The third scenario is creating product differentiation and innovativeness of the Disney company. The company can produce multiple products, hence meeting the customer needs and satisfaction. The strategy will allow the company to sell its goods globally. It produced products similar to those of their competitors but differentiated. It makes it easier for the customers to see their goods in China for the next 20 years. It can identify the customers needs, emotions and wants, this allows them to produce unique quality products that meet the customer interest (Gregoriou, 2006, p. 103).
Lastly, growth strategy that involves achieving the set goals of the business. They include, using the performance measures, increasing revenue and profits. It can be international, horizontal and vertical growth. China must use growth strategies to achieve its objectives in the next 20 years. It can implement the growth strategies through Acquisition, mergers and takeovers. Disney company is willing to take risks that will take the business to higher levels. Disney will be able to venture China in the next 20 years because of their organizational identity. Taking risks will also allow the company to expand their territory globally (Gregoriou, 2006, p. 110).
Strategic plans for Disney Company can influence the mission and vision of the business.
Vision statement is to "deliver with integrity, the most consistently exceptional entertainment experiences for all people and interest. Also, its mission statement is to be able to be the leading producers and providers of entertainment and information. Strategic planning involves identifying the identifying the mission, vision statement of Disney company and then, identifying and analyzing internal and external threats and opportunities. Analyzing the SWOT analysis of the company, formulating and implementation of the strategic plans. Disney must stop using the traditional approach and move the current approach. Disney has a responsibility of identifying the major internal and external factors. Disney company must critically analyse the internal and external factors. A careful analysis of the factors will allow Disney company to achieve its strategic goals (Gregoriou, 2006, p. 103).
Disney company has realistic strategies and goals that are consistent with the core values that allow it to achieve and attain the mission and vision. It is important to involve the key stakeholders of the business in the whole process of strategic planning. The process involves analysing, assessment, planning and implementation of the plan. Disney management team has set priorities, harmonizing resources, strengthening operations to get the desired outcome. Employees and shareholders/ stakeholders must work towards the company’s goals to get the best output. It should adjust any changes to adopt the dynamic environment. Effective strategic planning defines if the business can achieve its set goals.
At Disney business, there has been a thorough training and development strategies to sensitive employees on a mission and vision of the business. There is internal training of the employees that includes customized training. Disney has advanced its training method to using face to face instruction. The training is combined with the online instructor that involves using e-learning. It is one of the Disney strategy that involves matching the appropriate technology that minimizes cost. It used and shared experience to promote the business and give it a competitive advantage (Gregoriou, 2006, p. 113).
To be able to achieve the mission and vision of the business, all the employees must have freedom of communication and accept ideas. Also, there must be creative innovation to improve products and services for the customer's benefit. Disney company must align learning and business goals, measurement of performance, including external stakeholders like customers and supplies, and focusing on competencies in critical areas. Also, development of the leadership skills and developing the training approaches of both the top management and employee. Top management is very key in attaining the mission, vision, values and goals to meet the business plans. Disney company has to diversify its operations because of the increased technological development (Gregoriou, 2006, p. 103).
Disney company faces competition in the media and television industry. There are various forms of entertainment and leisure. Therefore, there is a challenge in fighting the consumer tastes. The main tools used to assess the business include, Swot Analysis, port five force model, BCG Matrix and international product life cycle. Porter’s five models involve, analyzing the threat of the new entrants and the threat of the new suppliers. Walt Disney is a major international entertainment company in the US and Canada with its five different markets. Disney products include magazines, movies, television programs and music recordings (Gregoriou, 2006, p. 103).
Its strengths include, brand reputation, producing local product quality products, adequate experience in acquisitions and diversified businesses. Disney channel is widely watched throughout the world. It has a competitive advantage over other competitors in the world. Over the last 90 years of operation, it is widely recognized in the world. The company has been in the operation with diversified brands. Disney has an approach of providing products that suit both the local and international business. It has tailor made movies that suite Chinese business that attracts more visitors. The company has strategies of acquiring new companies. In 2006, it acquired Pixar animation, in 2009 Marvel entertainment and 2012, it acquired Lucasfilm. The acquisition processes have been successful. Diversification is also another strength. It has parks and resorts, studio environment, media networks, interactive media and consumer products. These segments business i...