迪斯尼成功的案例分析.ppt

\\\\\\\\ Introduction What is strategic planning? The four steps of strategic planning How to organize the business The strategic planning of the Walt Disney company The Walt Disney company, with its theme parks and family films, the company has woven its special “Disney magic ” to create and fulfill fantasies for people around the world. The four steps of strategic planning 1. defining the firm’s purpose 2. defining what it hopes to achieve 3. determining how the business will be organized 4. determining coordinating functional strategic The mission of the Disney company To “make people happy” and to “make a dream come true”. The purpose of the Disney company Such diversification is essential for profitable long-term growth How to organize the business Analyzes the current organizational structure and evaluates strategies and opportunities for growth that are consistent with its mission and objectives. the marketing mix of Disney 1. product development Disney has brought pure magic to the theaters, living rooms, and hearts and minds of audiences around the world. And four major theme parks. the marketing mix of Disney 2.Diversification (1) transforming itself into a ＄27 billion international media and entertainment colossus. (2) look ahead and develop long-term strategies to meet the changing conditions in their industries and ensure long-term survival the marketing mix of Disney 3.Product Disney goes to extremes to fulfill guests’ expectations and dream. the marketing mix of Disney 4.Promotion the parks sparking cleanliness and the friendliness of Disney world employees. 3-day motivational course at Disney university Thanks! Group members: 王宁 罗希 胡岑 宋晓玲 李明艳 李红磊 商英Z091 * company and marketing strategy: partnering to build customer relationships vide