Table of Contents
EXECUTIVE SUMMARY 3
1. The Walt Disney Company: 4
1.1 Company Overview: 4
1.2 Company History: 8
2. Company Analysis: The Walt Disney Company 10
2.1 Vision and Mission of the company: 10
2.2 Competitive Position in the Industry (Porter’s Five Forces Analysis): 11
2.3 A SWOT Analysis: 13
2.4 The Corporate Level Strategy: 15
3. Presence in the Global Market & International Marketing Strategy: 17
4. Marketing Strategy: 19
5. Portfolio Analysis: 25
4.1 Media Networks 25
4.2 Parks and Resorts 27
4.3 Studio Entertainment 29
4.4 Consumer products 30
6. BCG MATRIX 32
5.1 Matrix Analysis 32
7. International Product Life Cycle 34
8. Recommendation: 36
8.1 Studio Entertainment 36
8.2 Media Networks 36
8.3 Parks and Resorts 36
8.4 Consumer Products 37
9. Conclusion 38
10. Bibliography 39
EXECUTIVE SUMMARY
The goal of this study is to analyse the international marketing strategy, operations and business portfolio of a diversified company. I have chosen Walt Disney Company because it is one of the worlds’ leading diversified entertainment company with operations in four business segments:
o Studio Entertainment
o Parks and Resorts
o Consumer Products
o Media Networks
The company faces competition from companies within the media network and television industry and alternative forms of leisure and entertainment activities. The entertainment industry is also subject to rapid developments in technology and shifting consumer tastes. Neither industry is growing at a rapid pace.
The principal tools that I have used to analyse the company are the Porter’s five force model, SWOT, B ...