Disney

Mackenzie Wolter Case 26 & 27: Disney 8/23/12 Disney is the largest media and entertainment company in the world, but more importantly, it has established itself as one of the most respected and beloved organizations as well. They have managed to create an experience with their theme parks, movies, and products that is uniquely Disney and have even expanded that experience internationally. However, after Walt Disney’s death in 1966, it was clear that the company needed a fresh, creative imagination to lead the business towards continued success. Though Eisner brought much success in his early years with the company, he struggled to maintain the growth and perhaps lost sight of the direction that Disney should have taken. With such a large portfolio of businesses, Eisner may have acquired some companies that were not in line with the vision of the company. It seems as though the success of fDisney has come in waves, first with Walt, then Eisner initially, and currently with Iger at the helm. Even so, Disney has created such a strong brand loyalty that consumers will undeniably continue to turn to it to find that magical experience. SWOT

Strengths

• • • • • • • • Brand

 Name

  Broad

 Product/Assets

 Portfolio

  Pixar

  Global

 Expansion

  Popular

 Characters

  Largest

 Media

 &

 Entertainment

  Company

 in

 the

 World

  Imagineers

  ESPN

  • • • •

Weaknesses

Eisner’s

 Centralization

 of

 Management

  High

 Costs

 (Sunk

 Costs,

 Operating

  Costs,

 and

 R&D)

  Maintain

 Consistency

 after

 Walt’s

 Death

  Criticism

 from

 animal

 welfare

 groups

  for

 animal

 care

 in

 parks,

 and

 from

 other

  groups

 for

 hidden

 sexual

 references

 in

  movies

  High

 Investment

 Risk

  Target

 Market

 Limited

 to

 Children

  Innovative

 Thinking

 Required

 to...