迪士尼公司运营案例分析.docx

迪士尼公司运营案例分析.docx

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AnalysisDisneyCompany

TheWaltDisneyCompanyisanAmericandiversifiedmassmediacorporationwithtouchingeveryaspectoftheentertainmentindustry,includingpublishing,televisionnetworks,educationalmaterials,cablechannelsandInternetwebsites（Smith,Clark,1999）.Anditalsoownsthethemeparksallaroundtheworld.DisneyCompanybecamea“world’sbest-knowncompany”whichwasbasedonalotofcartooncharacters.Todayitisoneofthelargestmediacorporationsintheworld（Siklos,2009）.

DevelopmentofDisney

DisneyCompanywasformedon16October1923,byWaltDisneyandhisbrotherRoyDisneyinLosAngeles,whichwasnamedtheWaltDisneyStudio.“Itallstartedwithamouse”（Wasko,p.9,2013）.Beforethemouseappearedinthefilm,WaltdidtwocartoonserieswhichwascalledOswaldtheLuckyRabbitandAliceComedies.However,becauseofOswaldgotinvolvedtheproblemofcopyright,Waltneededtosearchforanewcharacter.In1928,theideaofthemousewhichwasnamedMickeycameintohismind（Wasko,2013）.AndthenthegreatsuccessofMickeymadethecompanyrapidlygrowingupinHollywood.

DuringtheWorldWar2,DisneyCompanyhasbeentakenoverbyUSArmytroopsalot.However,thissituationdidnotblockthedevelopmentofDisney,atthattime,DonaldDuckasoneofthefamousanimalcharactersappearedinshortfilm.

Afterthewar,thewaythatDisneyCompanydevelopedtheirfilmswerebecomingdiversification.WaltstartedproducingtelevisionprogrammingwithABCandNBC,whichmadetheircharacterstoshowthemselvesontelevision.ThissuccessfulmovementletDisneyCompanygoesfurther—athemepark.ThefirstDisneylandwasopenedon1955（Grover,1997）.Duetothesegreatsuccessfulstrategies,DisneyCompanyfinallybecomesamajorindependentfilmcompanyinHollywood（Wasko,2013）.

HowdoesTheDisneyCompanygrowup?

TheDisneyCompanyusesdiversificationstrategiestoexpanditsmarket,whichmakethemtoachievemediamonopolyandcreateenormousrevenue.Thosediversificationstrategiescanbeseparatedintotwoaspects,horizontalintegrationandverticalintegration.

1.Horizontalintegration

Since1993,DisneyCompanyneverstoppedtheirfootstepsofacquisitions.DisneyCompanyhasacquiredMiramaxFilms,Pixar,MarvelEntertainmentandLucasfilm.

“Horizontalintegrationenablesacompanytoincreasemarketpowerbycross-promotingorcross-sellingashow”（McChesney,p.22,1999）.In1993,DisneyCompanyacquiredMiramaxwhichwasaleaderinindependentfilmdistribution（Wasko,2013）.ThismovemadeDisneyCompanyhadmoremarketshareforadultnotonlyinchildrenmarket.Throughaseriesofacquisitions,DisneyCompanyobtainedmoreopportunitiestodistributedifferentkindsoffilms,whichcreatednewcontentstoDisneyCompany.

2.Verticalintegration

In1995,thefirstDisneylandopenedinCalifornia.Andnow,DisneyCompanyalreadyhas7themeparksaroundtheworldwhichbringDisneyCompanyenormousincome.AccordingtotheDisneyannualreportin2014,Disneyparksandresortscontributed$15,099profitsin2014.

In1996,DisneyCompanyofficiallyacquiredABC,withthismerger,“DisneycouldacquiretheentireABCtelevisionnetwork,keyABCaffiliates,ABCradionetworks,publishingenterprises,ESPN,A&EandLifetime”（Smith,Clark,p.171,1999）.ThisdecisioncombinedDisneyanimatedfilm,televisionprogramandradioprogrammingtogethereffectively.ItmadeDisneyCompanyoccupiedadominantpositioninthemediaindustry（Wasko,2013）.Andin2001,theFoxFamilyWorldwidewassoldtoDisneybyNewsCorp.whichknownasABCFamily（ColumbiaJournalismReview）.

3.Diversification

DisneyCompanyaddeddiversificationactivitiestoexpandareasofDisney’soperationsince1984（Wasko,2013）.Duetotheacquisition,DisneyCompanyhadopportunitiestotakebenefitsoftechnologiesfromMiramaxFilms,Pixarandotherscompanyhavebeenacquired

AccordingtotheannualreportofDisneyCompanyin2014,“TheWaltDisneyCompany,togetherwithitssubsidiaries,isadiversifiedworldwideentertainmentcompanywithoperationsinfivebusinesssegments:

MediaNetworks,ParksandResorts,StudioEntertainment,ConsumerProductsandInteractive.”AcquisitionsandcooperationhelpDisneytoapproachnewaspect,whichleadDisneytopermeateineveryaspectsoflife.

Howwiderangingareitspresentoperations?

Disney’sindustrydistributesinvariousfields,whichincludemedianetworks,parkandresorts,studioentertainment,consumerproducts,interactive.

Figure1:

fromDisneyannualreport2014

Figure2:

thepercetageofrevenueofDisneyComany,fromDisneyannualreport2014

Accordingtothesetwograph,therevenueofmedianetworkandparksandresortsaremostimportantcontributionsofDisneyCompany,whichoccupymorethanhalfofrevenue,almost74%.Andthiswasduetohighprogramesalesatbroadcastingandhighqualityamenitiesofthemeparks（Disneyannualreport,2014）.

Howglobalisedareitscurrentoperations?

Disneychannelscanbeaspecificexample.“TheDisneyChannelsincludesover100channelsavailablein34languagesand164countries/territories”（Disneyannualreport,2014）.Therefore,Disneyhasreachedmostmarketsaroundtheworld.

Figure3:

fromDisneyannualreport2014

Figure4:

theoverseasrevenueofDisneyComanyin2014,fromDisneyannualreport2014

Accordingtofigure4,UnitedStatesandCanadaarethemostimportantmarketswhichcontributed$36,769millionin2014.Andfromfigure5,wecanseethatthemostincomeofoverseasmarketisEurope.HoweverAsiaasthesecondmarketshowsasignificantincreasebycomparedwiththeotherareas,whichshowsthatAsiamarketisbecomingmoreimportantinglobalmarketofDisney.

InthefieldsthatDisneyhasapporached,theirThemeParkscanbelooklikeamostusefulbusinessmethodtoenlargetheiroverseasmarkets.Forexample,beforetheHongKongDisneylandbuilt,HongKongSpecialAdministrativeRegion（HKSAR）invested$2.9billionwhichincludedinfrastructureimprovementandloanstothisDisneylandandalsoearnedabout$780millionfromthejointventure（Matusitz,2009）.Atthesametime,Disneymade“fourglocalizationchanges”toadaptChinesepeople’spreference.“Theyare

（1）reductionofprices;

（2）adaptationtolocalvisitors‘customs;（3）changeofdécorsandsettings;（4）adaptationoflaborpractices”（Matusitz,p.671,2009）.Basedonthese“fourglocalizationchanges”,HongKongDisneylandwasmoresuccessful.

HowdoesDisneyinfluencedbytheshareholdersanddirectors?

AccordingtoDisneyCompanyannualreportin2014,RobertA.IgerisChairmanandChiefExecutiveOfficerofDisney.AndtherearethefivemajorshareholdersofDisneyCompany:

Figure5:

theownershipsumaryofDisneyComany,fromNASDAQ

Figure6:

Top5HoldersofInstitutionalHoldingsofDisneyComany,fromNASDAQ

Fromthesetwopiechart,wecanseethatInstitutionalShareshold61%ofDisneyCompany’sstock.AndthemainshareholderofDisneyCompanyisTheVanguardGroupwhichisanAmericaninvestmentmanagementcompany.

DisneyCompanycanbeinfluencedanddevelopedthroughcooperationwithcompanyfrominterlockingshareholdersandinterlockingdirectorships,whichcanbedistributeinthreeareas:

Financialinstitutions,foodanddrinkcompaniesanddigtialcompanies.Thediversificationofcooperationcanbefoundinmanyways,likeeconomy,politicalandculturalnetworks.

BoardofDirectors

InterlockingCompany

SusanE.Aronld

TheCarlyleGroup,McDonaldsCorporation

JohnS.Chen

Blackberry,Ltd.,SybaseInc.

JackDorsey

Twitter,Inc.,Square,Inc.,

RobertA.Iger

TheWaltDisneyCompany

FredH.Langhammer

EstéeLauderCompaniesInc.,TheShinseiBank

AylwinB.Lewis

PotbellySandwich,StarwoodHotels&ResortsWorldwide

MonicaC.Lozano

U.S.HispanicMedia,Inc.,ImpremediaLLC,BankofAmericaCorporation

RobertW.Matshullat

VisaInc.,TheSeagramCompanyLtd.MorganStanley&Co.Incorporated,TheCloroxCompany

SherylK.Sandberg

Facebook,Inc.,GoogleInc.,StarbucksCorp.

OrinC.Smith

StarbucksCorporation,Nike,Inc.,ConservationInternational,Deloitte&Touche

Figure7:

BoardofDirectorsofDisneyCompany,fromTheWaltDisneyCompany

Thefigure8canclearlyshowtheinterlockingcompanyofDisneyCompany.Aswecanseefromthistable,LanghammerandLozanoaretwodirectorsofDisney,atthesametimetheyarethedirectorsofTheShinseiBankandBankofAmericaCorporationseparately.TheycangiveDisneyCompanyabetterfinancialsupportandeconomicsecurity.ItisalsoastablecapitalchainofDisneyCompany.

DisneyCompanyandinterlockingcompanycooperationmaypromoteDisney’smarketpolicy.Forexample,SmithhasservedasthedirectorofNikewhichhasagreatmarketshareinChinesemarketandsponsorsmanyeventsinChina.Therefore,theconnectionbetweenDisneyandNikemayacceleratesDisney’ssteptoenterChinesemarketandchangestheattitudeorpolicytowardChinesemarket.Furthermore,DisneyandNikehavelaunchsportsshoetogethereverwhichplayedanadvocacyroleforbothbrand.

DisneyCompanyhasitsownthemeparksandresorts,andthosehotelsandfacilitiescomefromtheinterlockingcompanys,likeStarwoodHotels&ResortsWorldwideorDeloitte&Touche.Seagram,starbucksandMcDonaldscompaniesprovideDisneyagreatconvienceforfoodanddrinks.ThoseinterlockingcompaniesmayintheDisneylandornearbytheDisneyland,whichmeansDisneyalsogivesthemaopportunitytoachievethesituationofwin-win.

TheinterlockingcompaniesofDisneyincludeinternetengine,softwareandsocialnetworksiteslikeGoogle,Facebool,TwitterandSybase,providingDisneytechnic