International Strategic Management 1.docx

International Strategic Management 1.docx

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InternationalStrategicManagement1

InternationalStrategicManagement1

TheBasicsofStrategicManagement

Core-Concepts

Assignment1

Writtenby:

YuanFang

StudentNumber:

4056794

Major:

MBAInternationalTrade

Professor:

Prof.Dr.Frans.Jorna

AnhaltUniversityofAppliedSciences

Location:

Bernburg

SubmissionDate:

15.12.2012InternationalStrategicManagement2

Content

1.Caseselection:

................................................................................3

（1）Motivation:

..................................................................................3

（2）Problemathand:

........................................................................4

（3）Relevancetothecourseintermsofperspectivesandissues:

...4

2.Sourcesforeachofthetenstepsonp.351ofDavid’sStrategicmanagement.......................................................................5

3.Operationalisationofcoreconceptsinthecase:

identificationofcore-conceptsasdefinedintheprescribedliteraturewithelementsinthecase..............................................15

4.References:

....................................................................................16InternationalStrategicManagement3

1.Caseselection:

WaltDisneyCompany

（1）Motivation:

TherearetwoaspectsofthereasontoexplainwhyIchoosethiscaseforanalysis.

Forthecompany

Highunemployment,lingeringrecession,sloweconomicgrowth,andreducedconsumerspendingallcontributedtoa7percentdropinrevenueanda46percentdropinWaltDisney’sprofitabilityforthefirstquarterof2009.Thecompanyrecordedrevenuesof$36,149millionduringthefinancialyearendedSeptember2009（FY2009）,adecreaseof4.5%ascomparedtoFY2008.Theoperatingprofitofthecompanywas$5,547millioninFY2009,adecreaseof24.5%ascomparedtoFY2008.Thenetprofitwas$3,307millioninFY2009,adecreaseof25.3%ascomparedtoFY2008.

Thecompany'sofferingscanbebroadlyclassifiedintofoursegments:

medianetworks,parksandresorts,studioentertainment,andconsumerproducts.Abroadanddiversifiedrevenuebaseinsulatesthecompanyfromeconomiccyclesinoneindustryanddiversifiesthecompany'sbusinessrisks.However,intensecompetitionthreatenstoerodethecompany'smarketshareinitsdifferentlinesofbusiness.

Formypart

Asachild,IrememberbeingshockedtolearnthatWaltDisneywasaperson.Tome,Disneywasamysteriousentity,symbolizedbythemagicalcastlethatappearedatthestartofeveryfilm.Acrossbetweenfairylandandafacelesscorporation.Abitlike”WillyWonka&theChocolateFactory”.Soitwashardtogetmyheadaroundtheideathatallthosefilmswerethebrainchildofoneman.Nottomentionthethemeparks.Howcouldasinglepersonberesponsibleforallofthat?

WaltDisneyhasbeenahugepartofmylife.IwishIhadevenahundredthofhistalent!

ButunfortunatelyIhatedoingartsandcraftsandhavenotalentorpatienceforthem.SoWaltDisneyisnotamodelforwhatIwanttodowithmylife.ButIdoenjoyartforentertainment,especiallycartoons,andgreatlyadmireWaltDisneyforhiscreativegenius.HenotonlycreatedanddrewMickeyMouse,buthealsodidhisvoice.Itamazesmehowsomeonecouldbethatgoodatart.Notonlydoeshisworkhavegreataestheticbeautybutitalsoinvokesgreatemotiontoo.IngradeschoolIhatedartclassbutanyartprojectsthatcouldpossiblybeinfluencedbyhisworksInternationalStrategicManagement4

werebecauseIlovehisanimation.IknowIwillenjoyhiscreationsevenwhenIamanoldlady.

Disneyisundoubtedlyamythology.Butanyenterprise’sgrowthcouldnotbeaccomplishedinonemove;theDisneyEntertainmentempirehasexperiencedtheentrepreneurialstageofupsanddowns,grewinbrilliantWalterera,boggeddowninthetransitionalphase,hadarecoveryinEisnerera,andambitiouslyenteredthe21stcentury.Ithasgrownintoagiantoftheentertainmentindustry.Aboveall,itisdeepenterpriseculture,hugeandstrictmarketingstrategy,WaltDisney’sinnovationandconceptwhichmaketheDisney.Ofcourseitsmanagementisnotabsolutelyperfect.Theyneedconstanteffortstocreateaperfect,suitableenterpriseculture,tobecomepermanentglory.

（2）Problemathand:

1

1TheWaltDisneyCompany,Form10K（2008）.

1.AprolongedrecessionintheUnitedStatesandotherregionsoftheworldcouldhaveanadverseaffectonthecompany’sbusiness.

2.Thesuccessofthebusinessdependsontheabilitytoconsistentlycreateanddistributeprograms/products（movies,films,programs,themeparkattractions,resortservices,andconsumerproducts）thatconsumerswant.Assuch,heavyinvestmentisrequiredinsuchproduct/serviceofferingsinordertoearnconsumeracceptanceandattention.

3.Changesintechnologyandinconsumerconsumption.

4.Technologiessuchaspeer-to-peer,high-speeddigitaltransmission,illegaldigitalvideorecorders,andsoonisvulnerabletopiracy.Disneymustdevotesubstantialresourcestoprotectitsintellectualproperty.

5.Changesintravelandtourismcouldimpactthecompany’sbusiness,suchasadverseweatherconditions,naturaldisasters,terroristattacks,healthconcerns,internationalconcerns,politicalormilitarydevelopments,andwar.

6.Highunemploymentrates.

（3）Relevancetothecourseintermsofperspectivesandissues:

WaltDisneyisoneofthebest-knownnamesintheworldofentertainment.Thenameisassociatedwithcountlessanimatedfilms,themeparksandresorts--includingtheWaltDisneyWorldresortinOrlando,Florida.Althoughthisresortisworldfamousandhasbeenextremelysuccessful,itisstillsubjecttomarketforces.InordertounderstandhowWaltDisneyWorldispositionedinthemarket,itishelpfultoconductaSWOTandstrategyanalysis.InternationalStrategicManagement5

2.Sourcesforeachofthetenstepsonp.351ofDavid’sStrategicmanagement

StepsinPreparingaComprehensiveWrittenAnalysis

Step1Identifythefirm’sexistingvision,mission,objectives,andstrategies.

Haberberg,A.Rieple,Strategicmanagement:

TheoryandApplication,OxfordUniversityPress,Oxford,2007,P55

Vision2

2

3

Tobethemostadmiredcompanyintheworld:

equallyadmiredfortheintegrityofourpeopleandthewaywebehaveascitizensoftheworld,asweareforthequalityofourexceptionalentertainmentexperiences.

Mission

Disney’smissionstatementis“Tobeoneoftheworld’sleadingproducersandprovidersofentertainmentandinformation.Usingourportfolioofbrandstodifferentiateourcontent,servicesandconsumerproducts,weseektodevelopthemostcreative,innovativeandprofitableentertainmentexperiencesandrelatedproductsintheworld.”

Objectives3（Shareholders’objectives）

TheWaltDisneyCompany'sobjectiveistobeoneoftheworld'sleadingproducersandprovidersofentertainmentandinformation,usingitsportfolioofbrandstodifferentiateitscontent,servicesandconsumerproducts.Thecompany'sprimaryfinancialgoalsaretomaximizeearningsandcashflow,andtoallocatecapitaltowardgrowthinitiativesthatwilldrivelong-termshareholder

Strategies

（1）Brandmanagementstrategy

（2）Winningtheservice

（3）Productinnovationstrategy

（4）Agilepricingstrategy

（5）MarketingmanagementstrategyInternationalStrategicManagement6

Step2Developvisionandmissionstatementsfortheorganization.

P.Dobson,K.Starkey,J.Richard,StrategicManagement:

IssuesandCases,JohnWileyandSons,2004,pp.10（Introduction）

Forvision4

4

5

Ourgoalistoachieveexceptionalperformancebyembeddingcitizenshipintoallofourdailydecisionsandactions,guidedbythreecoreprinciples:

1.Actandcreateinanethicalmannerandconsidertheconsequencesofourdecisionsonpeopleandtheplanet

2.Championthehappinessandwell-beingofkidsandfamiliesinourendeavors

3.Inspirekidsandfamiliestomakealasting,positivechangeintheworld

Formission5

Wewillachieveexceptionalperformancebyembeddingethicalbusinesspracticesintoallofourdailydecisionsandactions.

Step3Identifytheorganization’sexternalopportunitiesandthreats.

T.Akio,Thecriticalassessmentoftheresource-basedviewofstrategicmanagement,RitsumeikanInternationalAffairs,vol.3,2005,p3

Opportunities

1.Withtheworldeconomicrecovered,theresident’sincomeandconsumptionareincreasing.

2.Thedevelopmentofscienceandtechnology,technologicalprogress（DisneyvideotechnologyhavegreatdemandforscienceandTechnology）

3.Peoplehavetheneedsinentertainmentandthenecessitiesoflife（Disneyhavefurniture,sports,culturalproductsandsoon,whichinlinewithmarketdemand）

4.WiththeEconomicglobalization,itisconducivetodevelopoftheglobalmarketeachcountrymarketindifferentopendegree（thereismoreandmorecountriesorregionscandevelopthethemepark,hotelsandsoon）

5.Aconsiderablepartoftheyouth'sfavoriteanimatedmovies,cartooncharacters,themeparksandotherthings.

InternationalStrategicManagement7

Threats

1.Inthetrendofeconomicglobalization,countriesalwayssupportandprotecttheirownindustriesandthatwillbringsomeobstaclestoDisneyindevelopingnewmarketsabroad.

2.ThedevelopmentofthefilmcompanyDreamWorks,Colombia,andotherhouseholdproducts,non-themep