Outlines

• Introduction
• Organizational Structure
• WDC’s Segments and Branches
• WDC’s Strenghts and Weaknesses
• Benefits and Risks of Expading Disney Brand
in New Ways
• Conclusion
•
• Founded by Walt Disney and Roy O. Disney
• Established: October, 1923
• Headquarted: California, USA
• Currently, world’s largest conglomerate in terms of
revenue.
• Core consumer: Family-oriented, children, adults.
• A brand stood for «Trust, Fun and Entertainment»
Five Segments:
The Walt
Disney
Studious

Disney
Parks and
Consumer
Resorts
Products

Interactive Media
Media Network
Weaknesses
Strenghts
• Global Standardization
• Target Customer Children
• Creative Process
• Popular Brand Name
• Diversification
• Disruption
• High Sunk Cost
• Excessive Research &
Develeopment
• High Investment
• High Rish Factors
• Increasing Trends in
Revenue and Profit
Marketing Strategies
• Creating a customized/targeted media advertising plan for all segments.
• Expanding Hong Kong Disney and research one new market.

Top Strategies:
• Targeting new markets and develop expansion plan around consumer products.
• Consumering research around the use of technology and need
• Digitizing content to utilize technology and lower costs
 Benefits & Risks Of
Expanding The
Disney Brand In New
Ways
Benefits
• Attracting more
customers
• Making use of the
strong brand
• Gaining more
profit
• Lowering the
operation cost
Attracting more people from all
ages and all over the world
Making use of the strong brand
•
Gaining
• more profit
•
• More customer > More sales > More
profits

Revenue of the Walt Disney

Company in the fiscal year 2017,
by operating segment(in billion
US dollars)
Risks
• Damaging brand
Failure in new areas
• Unbalancing finance
Finance balance may be
broken by investing so
much money in new
products
• Lacking experience
Obstacles to complete with
other strong rivals
 Threats
• Economic recession
• Growth through further diversification

Oppurtunities
• Increase Media Networks
• International growth/New markets

• Changes in technology and

• Changes in technology and consumer consumption
• Characters of national or regional appeal

consumer consumption
• Uncontrollable changes in
travel and tourism
• National, Regional and
Global Competitors
• Product Differentation
• Brand Consistency