WaltDisney案例

1、walt disney companyglobal business final projectwalt disney company second largest media conglomerate in the world (behind time-warner) 133,000 employees world wide 2005 revenues $31.9 billionmedia $13.2 billionparks/resorts $9 billionstudio entertainment $5 billionconsumer products $2.1 billion 2 b

2、illion shares outstanding $44 billion in assetswalt disney companynmission to make people happynbusiness objective to be the premier entertainment company in the world through continual brand identification, and create the greatest entertainment product in the world.nfour focus areasnrevitalize unde

3、r performing areasnachieve greater profits from existing assetsnfocus on long-term growthncontinue development of creative, innovative and engaging productswalt disney theme parksn2005 investments in parks/resorts (million)ndomestic$726 ninternational$711 ndisneyland in california opened 1955ndisney

4、 world florida opened 1971ndisneyland tokyo opened 1983ndisneyland paris opened 1992nhong kong disney opened 2005 walt disney theme parksnattendance us 2004 (millions)disney68six flags33.2universal 29.2anheuser b 20.1cedar fair14.6paramount 13.1walt disney theme parksdisney parks9.0six flags1.0anheu

5、ser b.92cedar fair.57paramount .422005 sales revenues world wide ($ billion)walt disney theme parksnworldwide 2004 attendance at worlds 50 top parks 252.4 million (disney 101 million)n27 in us; 23 internationalnmagic kingdom - fl15.1 millionndisneyland ca13.6 ntokyo disneyland13.2 ndisneyland paris1

6、0.2 nuniversal studios japan9.9 nepcot9.4 nlotte world - s. korea8.0 neverglade s. korea7.5 nuniversal studios fl6.7 nsea world fl5.6 nocean park hong kong3.8 nparamount wonderland canada3.4 neuropa park germany3.3 ndeefteung netherlands3.2 nhershey park pa2.5 nbusch gardens- va2.4 walt disney theme

7、 parksnattendance top 5 by region 2004 (millions)nasiamexico/s.a.ntokyo disney 13.2la feria mexico 2.7ntokyo disney sea 12.2six flags mexico 2.1nuniversal japan 9.9hopi hari brazil 2.1nlotte world korea8.0seiva mag. mex. 1.9neverland s. korea 7.5placenter brazil 1.7neuropeu.s.ndisney paris10.2magic

8、kingdom wdw 15.2nbuckpool england6.2disneyland - ca13.4ntrivoli denmark4.2epcot9.4neuropa germany3.3disney/mgm wdw8.2nde efteling netherl.3.2disneys animal king. wdw7.8walt disney theme parkswalt disney theme parksndisney owns and operates us parksntokyo owned by oriental land co, disney earns royal

9、tiesndisneyland paris- disney owns 39%, remainder owned by euro disney s.c.a - publicly owned company (2004 loss $195 m)nslump after 9/11; no new rides; french politics?nhong kong disney hong kong government owns 67%; disney owns 43% ncost $3.6 billion; hong kong govt paid $2.8 billion plus $500 mil

10、lion worth of landn35,000 permanent jobs; 10,000 construction jobswalt disney theme parksnworldwide theme park attendance (all) a record 252.4 million in 50 largest parks (2004)ntheme park spending worldwide grew 4.5% to $26.5 billion in 2005ndriven by economic growth and weakness in us dollarnno ne

11、w major us parks being constructed - adding new attractions and improving infrastructure ($100m/new ride)nfastest growth predicted in asia-pacific region, spending expected to rise 5.7% a year - to $8.1 billion by 2009nin europe and middle east, growth predicted to be 5% to reach $5 billion annually

12、 by 2009walt disney theme parksndisney company swot analysisnstrengthsweaknessesnsize of cable operationsreliance on relationshipsnadvertising potentialseasonal fluctuationsndiverse businessvulnerability to outside factorsforeign business risksnopportunitiesthreatsninternational developmentincreasin

13、g competitionnactivity extensionsunpredictability of businessnbrand extensionssoft economy investor confidence/bad publicitywalt disney theme parksnfactors influencing location choicensize of market/growth ratenbuyer characteristics (income and liesure time)nsocial/cultural factors (economy, income,

14、 tourism)nphysical environment and climatenlabor and natural resource availabilityndistribution systemsnavailability of marketing servicesntechnical developmentnindustry conditions (business practices, technical development)nlegal environmentnfinancial environmentnpolitical environment/stabilityinte

15、rnational regional analysisnmajor factorsnsocial/cultural factors (economy, income, tourism)nphysical environment and climatenlabornfinancial/political environmentalinternational regional analysisnsouth america mexiconlarge unemployment/underemployment rate; high poverty rate neconomy recovering sin

16、ce devaluation of peso in 1994nscarcity of fresh water resources; raw sewage and industrial pollution in urban rivers; serious air and water pollution in urban areas; deforestation and deteriorating agricultural lands; nsubstandard transportation and communications infrastructureinternational region

17、al analysisnmediterranean greecenclimate good, but land mostly mountainousntourism strong 15% of gdpnpublic debt, inflation and unemployment above eurozone averagenadequate communications and transportation system- significant infrastructure improvements for 2004 olympicsnpolitical environment stabl

18、e, but greece is gateway for drug smuggling from middle east / asia to the west and significant organized crimeinternational region analysisnrussianpolitical system and market economies struggling since fall of communismnunemployment and inflation highnbusiness climate discourages domestic and forei

19、gn investors; banking system weaknmanufacturing base dilapidatedncommunications system undersized; transportation system needs improvementsnmuch of russia undevelopable due to permafrost, volcanic and earthquake activity, climate variablenheavy air pollution in urban areas, deforestation and soil co

20、ntamination including radioactive contamination wide spread, groundwater contamination from toxic waste, urban waste, and pesticidesinternational region analysisnindiantropical monsoons and temperate in northndespite impressive economic gains, pressing problems in overpopulation, extensive poverty,

21、ethnic and religious strifenpolitical turmoil regarding kashmirnnumerous religious and militant organizationsndraughts, flash floods and widespread destructive flooding, severe thunderstorms and earthquakesnsanitation systems poor- high risk of infectious diseases (food, water and insects)nhigh tarr

22、ifs and limits on fdi still in placenhigh federal budget deficitinternational opportunitiesaustraliawalt disney theme parksnaustralianslightly smaller than contiguous us - 3 million square milesn97% virtually uninhabitednclimate- arid to semi arid, temperate in south/east; tropical in northnpopulati

23、on 20,090,437 (2005)npopulation concentrated along eastern and southeastern coastsn67.2% of population between 16-64 years; median 36.5n100% literacy ratengrowth rate 0.87%nlabor force 10.42 70% in service industrywalt disney theme parksnaustralianlanguages english 80%; chinese 2%ndemocratic federal

24、-state with british monarch as sovereignnlegal system based on english common lawneconomy robust (federal budget surplus, low inflation, gdp 2005 $650 billion; gdp growth rate 5%+; nservices industry (including tourism) = 71% gdpn5 million tourists in 2003; tourism $3 billion mid-1990s.none of world

25、s highest standards of living (us $22,000/capita)nagriculture strong - self-sufficient in food productsnself sufficient in oil and energywalt disney theme parksnaustralianmodern transportation structure in place (air, rail, road); n440 airports including 5 major international airports (sydney, melbo

26、urne, brisbane, perth and cairns)nmajor shipping lines from 5 major ports nstate of the art international and domestic telecommunications services (400 radio stations; 500 newspapers; abc national television; disney programming on disney channel since 1996)nheath care provided by government medicare

27、 program; 2,500 hospitals and 40,000 doctorsnolympic games in sydney 2000- honored by ioc chairman as best games ever.walt disney theme parksnaustralian theme parksnqueensland nsea world, warner brothers movie world, wet n wild, dreamland (largest theme park in australia)nnew south walesnwonderland

28、closed 2004 (due to consistent losses, difficult market conditions and huge insurance premiums)nluna park purchased by fox $7m in 2005 - to reopen after 8 years shut downnwestern australianadventure world international opportunitiesarubawalt disney theme parksnarubanwesternmost caribbean islandn75 s

29、q milesnclimate tropical and dry with trade windsnpopulation 80,000nlabor force 42,000 (wholesale/retail and services)nlanguage dutch, spanish, englishnindependent nation with economic and monetary ties to netherlands; parliamentary democracyntourism and oil refineries chief industriesnunemployment

30、low and high standard of livingwalt disney theme parksnaruban68% population 15-64 years; median age 38nliteracy rate 97%ntourism declined after 2001 neconomy in slight decline ngdp $1.94 billion; gdp growth rate -1.5%; nstandard of living $28,000/capitaninflation 3.2%ncommunications modern, fully au

31、tomated telecommunications system; 18 radio stations, 1 television stationntransportation 1 international airport; 3 ports; road system needs improvementwalt disney theme parksnarubanno major theme parkswalt disney theme parksstrengths+ australia- disney cable and advertising strong- aruba- no disne

32、y cable and limited advertisingweaknesses+ australia - season favorable, economy strong; tourism up, exchange rate stable+/- aruba - season very favorable, economy slight decline; tourism slight decline, exchange rate stableopportunities+ australia- government expressions of interest 2005, brand wel

33、l known+/- aruba lack of govt interest, brand known by touriststhreats+/-australia- limited competition, economy strong, disney new chairman- investor confidence improving +/- aruba- no competition, economy declining, disney new chairman investor confidence improving walt disney theme parksnaustrali

34、angovernment interest; welcomes fdinunlimited land space, suitable for major development (need 500+/- acres)(w.d.w. in fl 29,000 acres)nworkforce educated and trained in service industry, population growingntourism high and can capitalize on thisnexcellent climatengovernment reducing tariffs on impo

35、rts to increase tradeneconomy strong, business investment up 18% and plant/equip investment up 23% late 1990s.nper capita income and buying power highngovernment stable and perceived as similar to usnfinancial and legal environments stablentransportation and communications networks modernnsydney preferred location due to high tourism infrastructure, transportation features, available land, and high population levelswalt disney theme parksnaustraliandisney channel, adv