GCU Marketing Expenses Organizational Chart for Walt Disney Company Summary
CLC-Marketing Expenses, Perceptual Map, and Organizational Chart Analysis The Walt Disney Company 2 Table of Contents Introduction……………………………………………………………………………………… 4 1. Marketing Expenses Analysis…………………………………………………………………4 2. Perceptual Map Analysis….……………… ……………………….…………………………..6 3. Organizational Chart Analysis………….…………………….…………………………………8 Conclusion……………………………………………………………………………………….11 3 Marketing Expenses, Perceptual Map, and Organizational Chart Analysis The Walt Disney Company Introduction: The comparative analysis of Disney gives its assurance in continuing Disney’s industrial growth and success. Presenting the comparison of Disney’s and its competitors’ financial reports and organizational connection support the company’s analysis. This report will explain the Disney’s strategic marketing issues by identifying the Marketing Expense, Perceptual Map, and Organizational Chart Analysis. These are under the matching stage that conducts a legitimate basis or reliable sources. 1. Marketing Expense Analysis COMPARITIVE DATA TABLE: Comparative Data Table: Expenditures of 4th Quarter 2019 Advertising Marketing Media Networks Broadcasting Streaming Programming Revenue from advertising: Walt Disney CBS Netflix 4.3B 3.13B 24.83B 7.5B 4B 10B 12.6B 8B 13B 5.3B 4.17B 1.6B 8B 6B 1.8B 2.65B 2.37B 1.86B 3.3B 15B 1.4B Note: In order to reach the right audience with the proper content, AMC Theater marketing team focuses on the production of customized marketing campaigns through social media, mobile and digital to generate more incentive for independent films that appear to be lost to overload content. The film theater chain partnered with Movio and will 4 take account of the data of its loyalties program and social media to ensure that every consumer receives content specific to his or her cinematic interests. In mobile industry this highly personal content is relevant due to individual customer preferences, but also there is a special feature of the independent movie industry. Netflix is targeting a mass market consumer paid streaming subscription of TV shows and movies aiming to have the largest market share with the largest number of subscribers, regardless of age, background, beliefs, preferences, etc. Although the goal of Netflix is to recruit a mass market, it focuses on the needs of individual subscribers in order to retain them for a long time. The higher the number of paying subscribers, the more Netflix can make a return on heavy investment in content and technology, because due to the nature of the industry and service, only low prices can be charged. Customer’s top priority is convenience, affordability, speed, customization of video streaming and a high selection of titles. Netflix aims to be the top and only choice for its customers by providing a more personalized, fast, convenient, high quality and yet affordable online streaming service compared to all competitors. The aim of the marketing strategy is to further engage the consumer through current technology, to continue the efforts of globalization, and to provide culturally acceptable shows for each new area reached. These new efforts will allow Netflix to retain market share in the U.S., possibly adding more through continued free trial promotion, and adding new subscribers from countries that have recently joined the fold. Walt Disney brand effectiveness has the entrainment community rising with revenue. Being able to use market research in order to advertise and market in the right direction is key to the success. Saying that with the brand marketing and adverting, 5 competitors are hitting the market just as hard with expenses in order to see the outcome with projections that keep increasing. The advancement of technology is allowing company’s such as Walt Disney, CBS and Netflix to use Billions of dollars for adverting to increase revenue. Many factors dealing with the expenditures of Media and Streaming are causing companies to either expand the content to keep consumer interested. Walt Disney compared to other companies with expenditures allow for customer loyalty and targeting audience segments. Have multi-channels allow for a larger audience to be hit. Brand marketing is where Disney is seeing revenue flow more than the expenditures. 2. Perception Map Analysis The analytical explanation of perceptual mapping relies on a vividly understanding of Disney as contains product-positioning tool that provides functions in marketing. The perceptual mapping is developing schematic representations to reflect how Disney’s services compare to its competitors in the mind of consumers. (David, David, and David, 2020). 6 High Revenue COMCAST SONY High Quality Low Quality The Walt Disney Company WarnerMedia VIACOMCBS CBS UNIVERSAL LIONSGATE Carnival SixFlags Corporation Low Revenue 10 Entertainment Industry 1. The Walt Disney Company 6. SixFlags 2. VIACOMCBS 7. CBS Corporation 3. COMCAST 8. LIONSGATE 4. SONY 9. UNIVERSAL 5. WarnerMedia 10. Carnival NOTE: The Perceptual Map focuses to ten major entertainment industry and a comparison of their revenue as sales (y-axis), which symbolizes trust from the clients, and the quality of their presentation (x-axis). Based on the article, Disney’s Competitors, Revenue, Number of Employees, Funding and Acquisitions, 2020, out of the top 10 entertainment industries in USA, the Disney is one the winning company that receives the highest revenue. Only three of the 10 companies receive revenues higher than 50 billion and Disney receives 78.2 7 billion. The other top competitors are Sony, which received 82.6 billion, and Comcast, which received 108.4 billion. This signifies that Disney offers unique values to its consumers. On the other hand, Disney’s development and new ideas against its competitors in the entertainment market is still required to produce. 3. Organizational Chart Analysis When it comes to The Walt Disney Company the firm bases their business analytics on the corporate structure with the idea of promote interdivisional cooperation for competitive advantages. Meaning there are certain area that the company’s entertainment portion effects the influences the amusement park segment’s operational strategy. Setting up the origination like this would help the firm accomplish the mission and the vison from a strategic leadership standpoint. Disney is the past has used and based their strategic strategy on the conglomerate’s organizational structural ensure competitiveness in the global market. When it comes to the current structure, we see characteristics as it pertains to each division. The division focus on the current business types that the firm is currently operating in. The organization structure are tapered around those business types such as entertainment products, amusement parks and resorts. The corporate structured to create a more diverse constrained strategy through centralized corporate management. Some of the disadvantage when it comes to Disney’s corporate structure is that it lacks the imposition of diversification, meaning there is a high limitation of business diversification (Dischner, 2015). Other area come the idea that branding-associated limits the product of development such only being family-oriented limits diversification to include young and middle age and elderly adult’s products. With the new revised organization the recommendation helps develop a more long-term solution when it comes to their corporate structure. This helps in areas such as products 8 going away from the idea of only being family orientation, creating diversification. In addition, the recommendation help the firm centralize constraints and foster diversification in a competitive market. Robert Iger Chaiman & CEO 1 Alan Horn Chairman Walt Disney Studio 2 Andrew Bird Chairman of Walt Disney International 3 Anne Sweeny John Skipper Co-Chairman of Disney 4 MN, EXECUTIVE TITLES 1. CEO 2. Chairman Walt Disney Studio 3. Chairman International 4. Co-Chairman MN 5. Chairman Parks and Resorts 6. President Disney Consumer Product Thomas Staggs Chairman Walt Disney Parks & Resorts 5 Bob Chapek President , Disney Consumer Products 6 9 1. Improved organizational structure running head – CLC-Marketing Expenses, Perceptual Map, and Organizational Chart Analysis 10 EXECUTIVE TITLES 1. CEO 15. Sr. VP of Walt Disney International 2. Chairman Walt Disney Studio 16. Individual Int President Global Dist 3. Chairman International 17. Sr. VP Acquisition and Scheduling 4. Co-Chairman MN 18. President of ABC News 5. Chairman Parks and Resorts 19. Sr. VP Marketing and Branding 6. EVP, General Counsel 20. Sr. VP Human Resources 7. HR & Public Affairs 21. Sr. VP of World Public Affairs 8. President Disney Consumer Products 22. President of Disney Cruise line 9. President of Marketing 23. Sr. VP Human Resources 10. Disney Theatrical Production 24. Sr. VP Disney Strategic Business 11. Sr. VP Human Resources Development 12. Sr. VP Human Resources 25. Sr. VP of Central Creative 13. Sr VP Franchise Productions 26. Sr. VP Communication 14. Sr. VP of Walt Disney International President of WD operation US and France, Consumer Insights Conclusion In summary Disney has grown to be one of the sought after entertainment company’s all over the world due to global marketing and strategical analysis. With available data such as perception map analysis and organization chart analysis, the firm has adapted and position itself in a comfortable place in the market compared it its competitor like Viacom and CBS. The firm has placed itself as one of the top as it pertains to high revenue sales of 78.2 billion with other brands receiving no higher than 50 billion. As it pertains to recommendation based on the data, we running head – CLC-Marketing Expenses, Perceptual Map, and Organizational Chart Analysis 11 find improvements when it comes the perception of customer loyalty. With the new revised organization, recommendation that will help foster a more long-term solution comes in their corporate structure. Areas such as products going away from the idea of only being family orientation, creating diversification. The firm can centralize constraints and foster diversification in a competitive market. With the implementation of this data, the firm will continue to accomplish the mission and the vison from a strategic leadership standpoint. running head – CLC-Marketing Expenses, Perceptual Map, and Organizational Chart Analysis 12 References Dischner, S. (2015). Organizational structure, organizational form, and counterproductive work behavior: A competitive test of the bureaucratic and post-bureaucratic views. Scandinavian Journal of Management, 31(4), 501-514. Invest Relation. (2019). Retrieved from https://thewaltdisneycompany.com/investor-relations/ Disney’s Competitors, Revenue, Number of Employees, Funding and Acquisitions. (2020). Retrieved from https://www.owler.com/company/thewaltdisneycompany. David, David, and David. (2017). The quantitative strategic planning matrix: a new marketing tool. Journal of Strategic Marketing. Use the work you completed for Parts, I, II, and III with your CLC group to inform your analysis for this assignment. Write a 500-750-word summary of how the reports for Parts I, II, and III of the CLC assignment were influenced by the analysis prepared in previous assignments your CLC group has completed in the course. Without prematurely determining and formalizing strategic goals and objectives, begin thinking about possible strategies to capitalize and add value to the organization based on the analysis of this information. Be sure to cite three to five relevant and credible sources in support of your content. Use only sources found at the GCU Library, corporate websites, or those provided in Topic Materials. This assignment uses a rubric. Please review the rubric prior to beginning the assignment to become familiar with the expectations for successful completion. Prepare this assignment according to the guidelines found in the APA Style Guide, located in the Student Success Center. An abstract is not required. You are required to submit this assignment to Lopes Write. Refer to the Lopes Write Technical Support articles for assistance.
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