MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY
FACULTY OF ECONOMICS & MANAGEMENT
BUSINESS ADMINISTRATION BA306DV01 - 0100 - 2334 COURSE Strategic Management FINAL PROJECT REPORT
Strategic Management case: WALT DISNEY COMPANY
Lecturer: Mrs. Trần Thị Út
List of student groups: Dòng Máu Việt No. Student code Member name 1 22202243 Dương Anh Tuấn 2 22205112 Trương Quốc Tuấn 3 22205173 Phạm Thị Tình 4 22205909 Trương Hữu Tính 5 22207597 Huỳnh Kim Nhi 8/2024
MINISTRY OF EDUCATION AND TRAINING HOA SEN UNIVERSITY
FACULTY OF ECONOMICS & MANAGEMENT
BUSINESS ADMINISTRATION BA306DV01 - 0100 - 2334 COURSE Strategic Management FINAL PROJECT REPORT
Strategic Management case: WALT DISNEY COMPANY
Lecturer: Mrs. Trần Thị Út
List of student groups: Dòng Máu Việt No. Student code Member name 1 22202243 Dương Anh Tuấn 2 22205112 Trương Quốc Tuấn 3 22205173 Phạm Thị Tình 4 22205909 Trương Hữu Tính 5 22207597 Huỳnh Kim Nhi 8/2024 Hoa Sen University Strategic Management LECTURER'S COMMENTS
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Date ___ month ___ year _____
(Full name and signature of lecturer)
Case study: Walt Disney Company i Hoa Sen University Strategic Management EVALUATE TEAM MEMBERS'S CONTRIBUTIONS Table 1: Assess Student No. Member name Work evaluating Note code 1 Huỳnh Kim Nhi 22207597 100% 2 Trương Quốc Tuấn 22205112 100% 3 Phạm Thị Tình 22205173 100% 4 Trương Hữu Tính 22205909 100% 5 Dương Anh Tuấn 22202243 100%
Table 2: Tasks performed No. Member name Tasks performed 1 Trương Quốc Tuấn
Introduction + Internal Assessment + PPT 2 Dương Anh Tuấn
Vision and Mission + External Assessment + Word + PPT 3 Huỳnh Kim Nhi Strategic Formulation + PPT 4 Trương Hữu Tính Strategy Implementation 5 Phạm Thị Tình
Strategy Evaluation + Conclusion
Case study: Walt Disney Company ii Hoa Sen University Strategic Management ABSTRACT ---------    --------- 
The Walt Disney Company boasts an estimated brand value of $61.3 billion and
brand revenue of $38.7 billion, according to Forbes’s 2020 World’s Most Valuable Brands
(Swant). As the seventh most valuable brand globally and the only leisure brand in the
top fifty, Disney is frequently cited as a business model and source of inspiration for
numerous companies (Swant). This success is often attributed to the exceptional brand
loyalty it fosters among its customers. With around 157 million visitors to Disney Parks
worldwide, there is a notable 70% return rate among first-time visitors (Team Attendify, 2020).
What drives this profound sense of loyalty to the Disney brand? To understand why
the Disney model has effectively engaged generations of customers and built such a
devoted customer base, an exploration of the core values of The Walt Disney Company
was conducted. Additionally, the study examined how these core values are
communicated to and instilled in Disney employees. Research methods included a review
of existing literature, a survey of 123 Disney customers, 10 interviews with Walt Disney
World Resort employees, and 4 site visits. The objective was to identify the key elements
that contribute to the distinctive Disney experience and the brand’s enduring appeal.
This study aims to investigate how Walt Disney World Resort creates, maintains,
and enhances unparalleled consumer engagement through integrated experiences. The
central research question explored is: How does Walt Disney World Resort utilize an
Integrated Marketing Communications (IMC) approach to integrate, develop, and
strengthen consumer behavior, loyalty, and brand affinity?
Case study: Walt Disney Company iii Hoa Sen University Strategic Management TABLE OF CONTENT
LECTURER'S COMMENTS..............................................................................................i
EVALUATE TEAM MEMBERS'S CONTRIBUTIONS....................................................ii
ABSTRACT...................................................................................................................... iii
TABLE OF CONTENT.....................................................................................................iv
LIST OF IMAGES............................................................................................................vi
LIST OF TABLES............................................................................................................vii
LIST OF CHARTS..........................................................................................................viii
INTRODUCTION..............................................................................................................1
VISION AND MISSION....................................................................................................6 I.
THE VISION AND MISSION OF WALT DISNEY COMPANY...........................7 II.
COMPARE OUR VISION AND MISSION TO A LEADING COMPETITOR’S
STATEMENT ( NETFLIX COMPANY )....................................................................11 III.
COMMENT ON VISION AND MISSION.........................................................12
INTERNAL ASSESSMENT............................................................................................14
A. FINANCE RATIO ANALYSIS.............................................................................15 I.
WALT DISNEY COMPANY’S ORGANIZATION CHART................................25 II.
OUR IMPROVED ORGANIZATION CHART.................................................27 III.
POSITIONING MAP..........................................................................................31 IV.
THE MARKETING STRATEGY.......................................................................34
V. MAP LOCATING THE WALT DISNEY COMPANY’S OPERATION..............39 VI.
THE WEBSITE AND FACEBOOK FANPAGE OF WALT DISNEY
COMPANY...................................................................................................................41
VII. VALUE OF WALT DISNEY COMPANY.........................................................44 VIII.
LIST 20 OF THE WALT DISNEY COMPANY’S STRENGTHS AND
WEAKNESS.................................................................................................................54 IX.
INTERNAL FACTOR EVALUATION ( IFE ) MATRIX..................................54
EXTERNAL ASSESSMENT...........................................................................................59 I.
MAJOR COMPETITORS......................................................................................60 II.
COMPETITIVE PROFILE MATRIX (CPM).....................................................61
Case study: Walt Disney Company iv Hoa Sen University Strategic Management III.
KEY INDUSTRY TREND.................................................................................61 IV.
LIST 20 OF THE WALT DISNEY COMPANY’S OPPORTUNITIES AND
THREATS.....................................................................................................................64
V. EXTERNAL FACTOR EVALUATION ( EFE ) MATRIX...................................65
STRATEGY FOMULATION...........................................................................................69 I.
STRENGHT–WEAKNESS–OPPORTUNITIES–THREAT (SWOT) MATRIX...70 II.
STRATEGIC POSITION AND ACTION EVALUATION (SPACE) MATRIX74 III.
BOSTON CONSULTING GROUP (BCG) MATRIX........................................78 IV.
INTERNAL - EXTERNAL (IE) MATRIX.........................................................80
V. GRAND STRATEGY MATRIX............................................................................80 VI.
QUANTITATIVE STRATEGIC PLANNING MATRIX (QSPM).....................84
VII. RECOMMENDATIONS PAGE .....................................................................88
STRATEGY IMPLEMTATION........................................................................................93 I.
EPS/EBIT ANALYSIS...........................................................................................94 II.
PROJECT INCOME STATEMENT FOR THE WALT DISNEY COMPANY
(2013)............................................................................................................................ 97
STRATEGY EVALUATION............................................................................................99
CONCLUSION...............................................................................................................102
REFERENCES...............................................................................................................104
Case study: Walt Disney Company v Hoa Sen University Strategic Management LIST OF IMAGES
Picture 1: Walt Disney Company's organization chart......................................................25
Picture 2: Our improved organization chart......................................................................27
Picture 3: Strategic Business Unit ( SBU ) organizational chart.......................................29
Picture 4: Media Network/Broadcasting and Studio Entertainment..................................31
Picture 5: Parks and Resorts.............................................................................................32
Picture 6: Consumer Product............................................................................................33
Picture 7: Map locating of The Walt Disney Company.....................................................39
Picture 8: Market cap history of Walt Disney from 1996 to 2004.....................................53
Picture 9: Aggressive........................................................................................................76
Picture 10: Competitive....................................................................................................76
Picture 11: Defensive........................................................................................................76
Picture 12: Conservative...................................................................................................76
Picture 13: Space Matrix...................................................................................................77
Picture 14: IE Matrix........................................................................................................80
Picture 15: Grand Strategy Matrix....................................................................................81
Case study: Walt Disney Company vi Hoa Sen University Strategic Management LIST OF TABLES
Table 1: Assess...................................................................................................................ii
Table 2: Tasks performed....................................................................................................ii
Table 3: Vision..................................................................................................................11
Table 4: Mission...............................................................................................................12
Table 5: Liquidity..............................................................................................................15
Table 6: Leverage Ratios..................................................................................................16
Table 7: Activity Ratios....................................................................................................18
Table 8: Profitability Ratios..............................................................................................20
Table 9: Growth Ratios.....................................................................................................24
Table 10: Compare good point between The Walt Disney and Netflix ( Website )..........41
Table 11: Compare bad point between The Walt Disney and Netflix ( Website ).............42
Table 12: Compare good point between The Walt Disney and Netflix ( Facebook
fanpage )...........................................................................................................................42
Table 13: Compare bad point between The Walt Disney and Netflix ( Facebook fanpage )
.......................................................................................................................................... 43
Table 14: Internal Factor Evaluation ( IFE ) Matrix..........................................................55
Table 15: Competitive Profile Matrix ( CPM ).................................................................61
Table 16: External Factor Evaluation ( EFE ) Matrix.......................................................65
Table 17: SWOT...............................................................................................................70
Table 18: SWOT Matrix...................................................................................................71
Table 19: Internal Strategic Position.................................................................................74
Table 20: External Strategic Position................................................................................75
Table 21: BCG Matrix......................................................................................................78
Table 22: Opportunities of QSPM....................................................................................84
Table 23: Threat of QSPM...............................................................................................85
Table 24: Strength of QSPM...........................................................................................86
Table 25: Weakness of QSPM..........................................................................................87
Table 26: Total Estimated Costs........................................................................................88
Table 27: Financing Scenario............................................................................................94
Table 28: Project Income Statement (2013)......................................................................97
Table 29: Balance Scorecard...........................................................................................100
Table 30: Balance Scorecard (2).....................................................................................101
Case study: Walt Disney Company vii Hoa Sen University Strategic Management LIST OF CHARTS
Chart 1: Walt Disney Company........................................................................................44
Chart 2: Media Network...................................................................................................45
Chart 3: Parks and Resorts................................................................................................46
Chart 4: Studio Entertainment...........................................................................................47
Chart 5: Comsumer product..............................................................................................48
Chart 6: Interactive media.................................................................................................49
Chart 7: Revenue..............................................................................................................50
Chart 8: Segment operating income..................................................................................52
Chart 9: Walt Disney Company and competitors..............................................................60
Case study: Walt Disney Company viii Hoa Sen University Strategic Management STEP 1 INTRODUCTION
Case study: Walt Disney Company 1 Hoa Sen University Strategic Management
At 16, Missouri farm boy Walter Elias Disney altered his passport to join the Red
Cross during World War I. Returning at 17, he was determined to pursue a career as an
artist. In the summer of 1923, Walt Disney arrived in California with high hopes but little
else. He had created a cartoon in Kansas City called Alice’s Wonderland, featuring a
young girl in a cartoon world, which he intended to use as a pilot film to pitch a series of
"Alice Comedies" to a distributor. Shortly after his arrival, he found success when New
York distributor M.J. Winkler agreed to distribute the Alice Comedies on October 16,
1923, marking the official start of the Disney company. Initially called the Disney
Brothers Cartoon Studio, with Walt and his brother Roy as equal partners, the company
soon changed its name to the Walt Disney Studio at Roy’s suggestion. Early Years:
Over the years, The Walt Disney Company has been celebrated for its rich history
of animated creations and pioneering achievements in film and television. The company,
originally named Walt Disney Studio from 1925, produced a series of beloved cartoons
starting from Oswald the Lucky Rabbit in 1927, followed by the innovative Silly
Symphonies in 1932, and the groundbreaking successes of Snow White and the Seven
Dwarfs (1937), Pinocchio, and Fantasia (both in 1940). In 1928, the iconic Mickey Mouse
made his debut in the first synchronized sound cartoon, marking a significant leap
forward in animation technology. Disney expanded its horizons beyond animation with its
first live-action film, Treasure Island, in 1950. The company further diversified into
television with the Disneyland anthology series in 1954, coinciding with the opening of
Disneyland Park in Anaheim, California, which quickly became a cultural phenomenon.
Additionally, Disney launched its most successful series, The Mickey Mouse Club, in
1955, captivating audiences with its youthful charm and entertainment value. However,
Disney faced setbacks early in its journey, notably losing rights to its original creation,
Oswald the Lucky Rabbit, due to contractual oversights. This experience underscored the
importance of ownership and creative control, influencing Disney's approach to future
projects. Despite these challenges, Walt Disney and his team at Hyperion Studio
persevered, creating Mickey Mouse with chief animator Ub Iwerks. The introduction of
Mickey Mouse in "Steamboat Willie" in 1928 revolutionized the animation industry,
propelling Disney to unprecedented success and laying the foundation for a timeless
legacy of storytelling and innovation.
Case study: Walt Disney Company 2 Hoa Sen University Strategic Management
Case study: Walt Disney Company 3 Hoa Sen University Strategic Management 1930s and 1940s:
Walt Disney expanded his creative horizons with the Silly Symphonies series,
which introduced new characters and focused on mood, emotion, and musical themes
rather than the humor of the Mickey Mouse cartoons. This series served as a training
ground for Disney artists and won the Academy Award for Best Cartoon in 1932 with
Flowers and Trees, the first full-color cartoon. Disney's success with these cartoons led to
the commercialization of Mickey Mouse, with merchandise including dolls and figurines.
The publication of the first Mickey Mouse book and comic strip followed in 1930. In
1934, Walt Disney announced the creation of an animated feature film, Snow White and
the Seven Dwarfs, which premiered in 1937 and became a massive hit, holding the record
for the highest-grossing film until surpassed by Gone with the Wind. This success
solidified Disney's studio and shifted the focus to feature films. However, World War II
caused setbacks, with Pinocchio and Fantasia (1940) proving costly due to the loss of foreign markets.
Expansion and Diversification:
In the 1950s, Disney achieved significant milestones with its first live-action film,
Treasure Island (1950), the return to animated features with Cinderella (1950), and the
debut of its first television show, marking a period of renewed progress. In 1954, Disney
launched the Disneyland anthology series, which became the longest-running primetime
TV series ever. The iconic Mickey Mouse Club premiered in 1955, helping launch the
careers of the Mouseketeers. Disney's ambition extended to theme parks, inspired by Walt
Disney's family outings to various entertainment venues. Disneyland opened on July 17,
1955, setting a new standard for amusement parks and introducing the concept of a
"theme park." The decade also saw the release of 20,000 Leagues Under the Sea and the
beginning of a series of comedies with The Shaggy Dog, as well as the popular Zorro TV
series. In the 1960s, Disney introduced Audio-Animatronics® technology with Walt
Disney's Enchanted Tiki Room and exhibits at the 1964 New York World’s Fair. The film
Mary Poppins highlighted Disney's cinematic achievements during this era. However, the
decade also marked the end of an era with Walt Disney's passing in 1966. Following this,
Disney began producing educational films and materials in 1969. The opening of Walt
Disney World in Orlando, Florida, in 1971, and Epcot Center in 1982, further expanded
Disney's footprint. Tokyo Disneyland’s debut in 1983 marked another significant global
Case study: Walt Disney Company 4 Hoa Sen University Strategic Management
expansion. The company ventured into cable television with the Disney Channel, which
launched after exiting network TV in 1983. Disney’s Touchstone division achieved
success with shows like The Golden Girls and films including Who Framed Roger Rabbit.
The late 1980s and early 1990s saw the opening of new resorts, theme park attractions,
and the acquisition of Hollywood Pictures and the Wrather Corporation. Disney’s
animation reached new heights with hits like The Little Mermaid, Beauty and the Beast,
and Aladdin in the early 1990s. The company continued to expand globally with
Disneyland Paris and made notable acquisitions, including Capital Cities/ABC,
consolidating its media presence. Modern Era:
From its inception as a cartoon studio in the early 1920s, The Walt Disney
Company has grown into a global entertainment powerhouse. Over nearly a century,
Disney has continuously expanded its reach and influence, encompassing iconic brands
like Pixar, Marvel, Lucasfilm, Searchlight Pictures, and 20th Century Studios. This
evolution has been marked by milestones such as the acquisition of Pixar in 2006,
bringing top-tier animation talent into the Disney family, followed by the addition of
Marvel in 2009, which introduced beloved comic book heroes to Disney's vast portfolio.
During the early 2000s, Disney embarked on a series of ambitious ventures. The company
launched new attractions in its theme parks, produced a string of successful films, and
expanded its hospitality sector with the opening of new hotels. These initiatives included
the launch of Hong Kong Disneyland, extending Disney's magical experiences to Asia.
Additionally, Disney made strategic investments in new markets, breaking ground on the
Shanghai Disney Resort in April 2011, a project costing $4.4 billion, and acquiring UTV
Software Communications in February 2012 to strengthen its presence in the Indian entertainment industry. Goods
Based in Burbank, California, The Walt Disney Company is a major global player
in entertainment and media. As the largest media conglomerate and a Dow 30 member,
Disney owns ABC, ESPN (with an 80% stake), Disney Channel, and ABC Family. It also
operates Walt Disney Studios, including Disney Animation and Pixar, and Marvel
Case study: Walt Disney Company 5 Hoa Sen University Strategic Management
Entertainment. Disney manages 14 theme parks worldwide and operates luxury cruise
ships, making it a diversified leader in both media and leisure industries.
Case study: Walt Disney Company 6 Hoa Sen University Strategic Management
 Example of some subsidiaries: Disney Entertainment:
Includes the company’s full portfolio of entertainment media and content
businesses globally, including streaming. The Walt Disney Studios: For 100 years, The
Walt Disney Studios has been the foundation on which The Walt Disney Company was
built. Today, it delivers high-quality films, episodic storytelling, and stage plays to
audiences around the globe. The Walt Disney Studios comprises a renowned array of film
studios, including Disney, Walt Disney Animation Studios, Pixar Animation Studios,
Lucasfilm, Marvel Studios, Searchlight Pictures, and 20th Century Studios. It is also
home to Disney Theatrical Group, producer of world-class stage shows, as well as Disney Music Group. ESPN:
ESPN, a subsidiary of The Walt Disney Company, is a global leader in sports
entertainment, offering an extensive range of television networks, digital properties, and
radio services. Its network includes ESPN, ESPN2, ESPN3, ESPNU, ESPNEWS, and
SEC Network, featuring live sports broadcasts, news, analysis, and original
documentaries. ESPN+ provides thousands of live events, original programming, and
exclusive on-demand content. ESPN Radio, one of the largest sports radio networks in the
U.S., covers major sports events extensively. Digital platforms like ESPN.com and the
ESPN app offer comprehensive sports news, scores, and analysis. Disney Experiences:
Disney brings its stories and franchises to life globally through theme parks,
resorts, cruise ships, unique vacation experiences, products, and more.
Case study: Walt Disney Company 7 Hoa Sen University Strategic Management STEP 2 VISION AND MISSION
Case study: Walt Disney Company 8 Hoa Sen University Strategic Management I.
THE VISION AND MISSION OF WALT DISNEY COMPANY A. Vision:
The vision of The Walt Disney Company ( 2013 )
Disney's vision is “to make people happy.”
The vision of The Walt Disney Company ( At the moment )
The vision of The Walt Disney Company is to emerge as a premier global leader in
entertainment and information provision. This vision statement underscores their strategic
aim for industry leadership, emphasizing their role as a leading producer and provider
within the global market of entertainment and information. It reflects Disney's forward-
looking aspirations and strategic direction as a prominent media enterprise.  Example:
Disney aspires to lead the global entertainment market. The vision's attributes align
with standard conventions for crafting corporate vision statements, providing clear
direction and focus for Disney’s management efforts.  Our improved vision
With the continuous development of technology, Disney's vision is that we not
only become the world's leader in information and entertainment, but also continue to
bring more unique and engaging experiences to customers through the combination of
virtual reality and augmented reality.
 Advantages of this vision:
Innovative Experiences: Blending virtual characters with reality creates unique
and captivating experiences for audiences, capturing attention and leaving lasting memories.
Case study: Walt Disney Company 9 Hoa Sen University Strategic Management
Harnessing Technology: Augmented reality and virtual reality technologies create
interactive and engaging experiences. For instance, mobile apps enable users to interact
with virtual characters in real-world settings.
Expanding the Virtual Realm: Disney can expand its virtual presence through
toys and apps, establishing new entertainment frontiers within the Metaverse. B. Mission:
The mission of The Walt Disney Company ( From 2020 to present)
The mission of The Walt Disney Company is to entertain, inform, and inspire
people worldwide through unparalleled storytelling. Leveraging its diverse portfolio of
brands, Disney aims to differentiate its content, services, and consumer products. The
company strives to develop the most creative, innovative, and profitable entertainment
experiences and related products, establishing itself as the world’s premier entertainment company.  Example:
The mission of The Walt Disney Company Europe, Middle East, and Africa is to
lead in family entertainment by prioritizing Creativity, Innovation, and International
growth, while emphasizing local relevance to achieve this goal.
 Our improved mission
The mission of The Walt Disney Company is to lead the global entertainment
industry by continuously innovating and delivering diverse, immersive experiences that
inspire joy and creativity for audiences of all ages worldwide. Through pioneering
advancements in storytelling, technology, and entertainment offerings across film, stage,
toys, and digital platforms, Disney aims to enrich lives, forge lasting connections, and
create cherished memories for generations to come.
Case study: Walt Disney Company 10