"The mission of The Walt Disney Company is to be one of the world's leading producers and providers
of entertainment and information. Using our portfolio of brands to differentiate our content, services
and consumer products, we seek to develop the most creative, innovative and profitable
entertainment experiences and related products in the world."
What is the Walt Disney company?

Chairman & CEO – Robert Igor

The worlds largest media conglomerate by revenue ($45,000,000,000)

A publicly traded C-Corp with the ticker DIS and a market capitalisation of
$145,000,000,000

Net profit $6.6 billion(2013), rising $450 million from 2012

Disney has a EBT margin of 21.36%

The owner of Mickey Mouse, Pixar, Marvel, LucasFilm (Star Wars), ABC,
ESPN, 6 world wide theme parks, Club Penguin and a cruise line.
(March 2014)
Corporate objectives

Increase studio entertainment and consumer products profit by 3% by 2016

Break-even with the Disney Interactive division by the end of 2014 (P36 AR)

Increase parks and resorts revenue to 15 billion by end of 2014 (P30 AR)
Marketing Objectives

STUDIO ENTERTAINMENT and CONSUMER PRODUCTS divisions we will be
utilising our acquisition of Lucas Film to produce 3 new star wars films with
the first being released in 2015, issuing product licences relatively.

Release Disney Infinity: Marvel Super Heroes (2.0 Edition) on time

Create 3 new package deals for each of our resorts in the next 6 months.
Current and forecast revenues
53,000.00
51,000.00
49,000.00
2009
2010
2011
2012
2013
2014
2015
2016
47,000.00
45,000.00
43,000.00
41,000.00
39,000.00
37,000.00
35,000.00
2009
2010
2011
2012
2013
2014
2015
2016
Quantitative and qualitative market
analysis

Our theme parks division currently faces competition from the Universal parks
and resorts group with Universal Studios Hollywood and Universal Orlando
Resort – a serious concern is the opening of The Wizarding World of Harry
Potter in summer 2014 which could seriously effect our Walt Disney World
operations in Florida

The world broadcasting and cable TV market expanded by almost 6% in 2010
to exceed $373,000 million, according to Market Line. The market is expected
to reach almost $475,000 million by 2015. Despite this pirating of films and
the decrease number of viewers could seriously harm our business.
Diversification- Val d’Europe
Disney are mass market company which has a
differentiated strategy which means it is
unique in its industry and has a wide range of
dimensions that are widely valued by
customers. Differentiation allows Disney to
be different from competitors and charge
higher prices.
SWOT ANALYSIS

STRENGTHS:

OPPORTUNITIES:

They are a large established company

Further diversifying into new markets

High barrier to entry


Monopolistic as they have trademarks, copyright and
patents
Takeover of other companies to enhance their market
domination

Diversified so they are protected from a market
decline

THREATS:

Cyclical downturn

Competitors

Competition commission and mergers

WEAKENESSES:

They suffer from diseconomies of scale
Our SWOT analysis shows that one of our strengths is that Disney is well diversified allowing for our marketing objective
of acquiring Lucas film to be achieved. This will enable Disney to further diversify their current position.
Our SWOT analysis shows that one of our threats is that we could suffer from competitors and meeting this marketing
objective reduces the chance of competitors as Disney aim to larger their package deals even further to compete with
similar package deal companies.
Sources of Information