CASE STUDY ON

WALT DISNEY
Presented to: Mr. Erfan Mirza

Presented By: Taseen Jamal

Farhan
Muhammad Ahsan
Zeeshan Murtaza
Abbas Muhammad Ali
Muhammad Ali
 Walt Disney
Company
Its not about just Disneyland.!

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 HISTORY
1923:
Disney and his brother Roy arrived in California to sell Alice
Wonderland.
October 1923:
Disney Brother Cartoon studio was founded. But in 1925 the
name was changed to Walt Disney Studio.
1928:
First time ever, the Mickey Mouse emerged as the cartoon in
sound.
1932:
Flowers and Trees, first full-color cartoon and first Academy
Award winner.
1950:
The first live action film Treasure Island was completed.
 HISTORY
1954:
The company began television with Disneyland anthology
series.
1955:
The most successful series The Mickey Mouse Club began as
well as the opening of new Disneyland Park in California.
1969:
The Disney started its Educational films and materials.
1971:
Walt Disney world Resort was opened with a Magic Kingdom
and two hotels in Orland, Florida.
1982:
Epcot Center was opened as part of Walt Disney World.
 HISTORY
1983:
Tokyo Disneyland, first international Disney theme park opened
in Japan.
1988:
At the Walt Disney World, Floridian Beach and Caribbean Beach
Resort were opened.
1990:
Disney moved towards Hollywood Pictures and acquiring
Wrather corp. and television station KHJ.
1991:
Disney purchased The Discover magazine (the leading
consumer science).
1992:
The Paris Disneyland was opened in France.
 HISTORY
1993:
The Disney was awarded the franchise for a National Hockey
League team, The Mighty Ducks of Anatheim.
1995:
The Disney Channel started operation in UK.
1996:
Disney Online launches Disney.com.
Radio Disney, a live 24-hour music-intensive radio network,
debuts.
1998:
ESPN magazine started as well as the opening of Animal
Kingdom at The Disney World Resort.
2006:
Disney unveiled Disney Xtreme Digital, a networking site aimed
at children younger than 14 years of age.
 Location
Disney Resorts:
1. California
2. Florida
3. Tokyo
4. Hong Kong
5. Paris

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 Disneys Corporate
Structure

Media Networks Park and Resorts

ESPN Disney Land Resorts
Disney/ABC Television Walt Disney World
Group Resort
ABC Owned Television Tokyo Disney Resort
Stations Group Disneyland Paris
Internet Group Hong Kong
ABC Radio Disneyland
Disney Cruise Line
Disney Vacation Club
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 MISSION STATEMENT
"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."
 PROPOSED VISION
STATEMENT
Walt Disney strives to be the worlds most
famous entertainment company by creating
an amazing experience for individual of all
ages.
CORPORATE STRUCTURE
INCOME STATEMENT
SWOT: Strengths and
Weaknesses
Strengths
1.Best entertainment place in the world.
2.Strong diversification.
3.Good image in the mind of the people. (Goodwill)
4.Innovation (puppets to digital media)
5.Get easy feedback through social network. (Disney
Xtreme Digital).
6.Acquire popular teams of different leagues.
7.Target niche market.

. Weaknesses
1. Specific target market.
2. Costly to visit Disney Parks and Resorts.
3. Huge investment with high risk factor. (forecasting
based)
4. More costly Research and Development.
5. Negative impact on childrens mind.
WOT: Opportunities and Threa
Opportunities
1.Job opportunity.
2.Highly profitable for state.
3.Special offers for schools and tourists.
4.People get freshness on demand movie.
5.Sale of Hit Dramas DVDs.
6.Increase media network.
7 Nnternational growth\ New market

. Threats
1.Change in technology.
2.Unaffordable for middle and lower class.
3.Economic recession
4.Stop physical growth of children.
5.Success in not predictable.
6.Security threat due to terrorism.
 Marketing
Strategies
Working on Radical Strategy
Acquired ESPN in 1996.
Acquired ABC in 1996.
Acquired Pixar Studios in 2006
Acquired Marvel Entertainment in
2009.
 Competitors
Time
Disney CBS Industry
Warner
MARKET CAP 39.00B 4.31B 26.28B 499.59M

# OF EMPLOYEES 150,000 25,920 87,000 7.51K

QUATERLY REV
GROWTH
-8.2% -6.20% -2.70% 5.10%

REVENUE $36.99B 13.95B 46.98B 930.87M

GROSS MARGIN 17.81% 37.99% 41.92% 41.92%

EBITDA $8.18B 2.69B 13.34B 166.44M

OPERATING
17.81% 15.48% 18.62% 10.39%
MARGINS
NET INCOME $4.02B -11.67B -13.40B NA

EPS $2.100 -17.428 -11.224 NA

 Market Position
Disney
Time Warner
Media
CBS Corp.
Networks/Broadcasting and
Studio Entertainment
High Market Capitalization

Low Revenues High Revenues

Low Market Capitalization

 Market Position
Disney
Six Flags
Ocean Park
Parks and Resorts
Locations (high)

Visitors Visitors
(low) (high)

Locations (low)
 Market Position
Disney

Consumer Products Warner Bros.

Fox
Quantity (high)

Sales Sales
(low) (high)

Quantity (low)
 SWOT Analysis
Strength S Weakness W
1. Best entertainment place in the 1. Specific target market.
world. 2. Costly to visit Disney Parks
2. Strong diversification. and Resorts.
3. Good image in the mind of the
people. (Goodwill)
3. Huge investment with high
4. Innovation (puppets to digital risk factor. (forecasting
media) based)
5. Get easy feedback through social 4. More costly Research and
network. (Disney Xtreme Digital). Development.
6. Acquire popular teams of 5. Negative impact on
different leagues.
childrens mind.
7. Target niche market.

Opportunities O SO Strategies WO Strategies

1. Job opportunity.
2. Highly profitable for state.
3. Special offers for schools and S1, S3 + O1, O2,O3 = W1 + O2, O6 =
tourists.
4. People get freshness on Market development Product
demand movie.
5. Sale of Hit Dramas DVDs. Development
6. Increase media network.

Threats T ST Strategies WT Strategies

1. Change in technology.
2. Unaffordable for middle and
lower class. S2, S4 + T1, T2, T3 = W3, W4 + T1, T5 =
3. Economic recession
4. Stop physical growth of
children. Batter Management Focus on R & D
5. Success in not predictable. Through cover the cost
6. Security threat due to
terrorism.
 BCG Matrix

Relative market
share
High High
Market growth rate

+20 Media Network

Medium
low
Medium 1.0 0.5
0 Parks & Resorts Consumer Products
Studio Entertainment

0.0
Low
-20
 Recommendati
on
In the next three years Walt Disney should..
Build an indoor theme Park and Resort in New
York.
Improve advertising to promote entertainment
which target a more mature audience.
Remodel and build new attractions in every
Park and Resorts to stay appealing to our
customers.