When success. Disney is known for its creative quality

When Walt Disney dedicated the original Disneyland on July 17,
1955, his first words were, “To all who come to this happy place, welcome.” To
all who come to this happy place, welcome.” And that heartfelt “welcome” to
guests, customers, and audiences encompasses its four major business units:
studio entertainment, parks and resorts, consumer products, and media networks.
CEO Bob Iger and his management team came up with their own magic and found
ways to manage the company prosper despite the uncertainties. With High School
Musical, Hannah Montana, and Jonas Brothers, Disney had a long record of
success. Disney is known for its creative quality content. Disney is famous for
their cartoon characters, books, toys, online games, and DVD’s. Disney is best
known for its story telling and imagination. Disney’s products include The Lion
King, Snow White, Toy Story, and many more. Even though Disney is a US based
company, its business expanded around the globe including North America,
Europe, Asia Pacific, and Latin America. With the expansion, Russia started a
untapped market. The president of Walt Disney International says, “We believe
there is vast growth to come out of this market, despite the near-term economic
turmoil.” When Bob Iger became CEO in 2005, analysts believed that the Disney
brand had become outdated. Too much Disney product in marketplace lacking the
quality people expected. The CEO said “That combination lack of quality and too
much product was really deadly.” They thought that their product could only
attract young kids and not older kids. Iger viewed himself as the steward of
the entire Disney brand, recognized the importance of saving the company’s
media content on different platforms. The decline in global consumer spending
made 2008 and 2009 extremely tough years and 2010 a difficult one. Iger and his
top management team will have to use all the strategic tools they have to guide
the company and keep the magic going.

 

Issue

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Should
the president of Walt Disney let Disney go “worldwide” like it did? 

 

Analysis

Yes,
if Disney did not go worldwide, it would not be so famous and well known. With
its marketing and great products, Disney became well known and worldwide. Disney is famous for their cartoon characters, books,
toys, online games, and DVD’s. No, Disney is also well known for its story telling
and imagination only in the US. When they started going live in other
countries, it was different product types and selling Disney products for
cheaper. It was Walt Disney’s ideas and other countries were making money off
of it. That is the only down side.  

 

Conclusion

Yes,
the president of Walt Disney was right in my opinion to let Disney expand to
other countries because like he said “We believe
there is vast growth to come out of this market, despite the near-term economic
turmoil.” The more others know about Disney the better.

 

Discussion Questions

1. What is the Disney Difference, and how does it affect the company’s
corporate, competitive, and functional strategies?

The Disney Difference is “high-quality creative content, backed
up by a clear strategy for maximizing that content’s value across platforms and
markets.” They are famous for their story telling, books, toys and etc.

2. What
challenges do you think Disney might face in doing business in Russia? In China?
How could Iger and his top management team best prepare for those challenges?

Disney might
face cultural differences in Russia, doing business in another country is
difficult because you don’t know what their rules are. It is a lot different
doing business in the US vs in another country. Iger and the top management
team must do their homework and research before doing business outside of the
US to make sure they are successful.

3. With the announced expansion of
Disney’s Hong Kong Disneyland, what goals might the company set? What type of
planning will be necessary?

Disney
will need to set financial and economic goals to see a return on their investment.
Disney did the creative work, now management has to set short and long-term
goals. They also have to work on their marketing and set new goals towards
that.

 

4. How might
Iger and his top management team use the strategic management process to “keep
the magic coming” in the current economic climate??

Iger and his top management team will probably follow some
strategic steps to “keep the magic coming” They will identify the
organization’s mission, goals, and strategies, and do some outside research to
keep the company together.

 

5. Do some
research on CEO succession. What advice might you have for Disney’s board of
directors as they prepare for this event?

Most
companies review planning with the CEO on a regular basis to make sure everything
is up to date. I would advise that there be a discussion annually regarding planning
and going over things that can be improved. 

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