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BUSN601 Global Management Prospective Week 6 Assignment Walt Disney Company Portfolio Project Part 3 Final
BUSN601 Global Management Prospective Week 6 Assignment Walt Disney Company Portfolio Project Part 3 Final
BUSN601 Global Management Prospective Week 6 Assignment Walt Disney Company Portfolio Project Part 3 Final
establish business relations that will outweigh what their competition is offering through
services offered. Furthermore, the company must analyze how they will need to design
Walt Disney Company Portfolio Project Part 3 1
Walt Disney Company has taken such strides in both directions through many business concepts
With the vast array of entertainment venues from which the Walt Disney Company has
employee diversification in with its teamsters, the company has become associated with many
unions supporting their employees. Within the United States, the company has relations with the
following unions: the Services Trade Council Union, Unite Here Local 737, Teamsters Union
Local 385, United Food and Commercial Workers Union, Unions at Walt Disney World: Actors
Equity, (Security, Police and Fire Professionals of America local 603), Unions at Disneyland:
Local 50 (Theme parks food service), Unite Here Local 11 (Hotels & Resorts), Master Service
Council: SEIU local 1877, Teamster Local 495, and the UFCW Local 324 (“Local 362 Unite
Here,” 2020). Internationally the company has union relations with the following: International
Association of Theatrical Stage Employees Union Local 631, Reedy Creek Firefighters
Association of Theatrical Stage Employees Union Local 631, and the Hong Kong Confederation
Program, Cultural Representative Program, and its Cultural Exchange Program (“Disney
Walt Disney Company Portfolio Project Part 3 2
International Programs,” 2020). The Academic Exchange Program offers U.S. colleges and
university student to study their course while they gain related training at Walt Disney World
Resort, in which the student can gain knowledge and experience working along some of Disney
leading talent within entertainment and guest services venues of the resorts (“Academic
employees that can work in different areas from being a greeter to being a tour guide in different
venues related to the employee’s culture. (“Cultural Representative Program,” 2020). The
program lasts for 12 months and the company offers room and board at low cost with amenities
to needs of the foreign exchange employees during their stay (“Cultural Representative
Program,” 2020). Or For this program, the company hires cultural representatives to be
ambassadors from such foreign areas as Brazil, Canada, China, France, Germany, Italy, Japan,
Mexico, Morocco, Norway, South East Asia, Sub Saharan Africa, and the United Kingdom that
are represented within the Walt Disney World Resort (“Cultural Representative Program,”
2020). The Cultural Exchange Program provides the opportunities for college students to spend
their school break to work at one of the international Walt Disney World Resorts while living at
Disney apartment communities at a low cost with amenities provides to meet needs of those
participating in the Cultural Exchange Program (“Cultural Exchange Program,” 2020). The
program recruits in 13 countries to include Australia, Hong Kong, Mexico, Singapore, United
Kingdom, Brazil, India, New Zealand, Thailand, Canada, France, Peru, and Turkey (“Cultural
Exchange Program,” 2020). During the whole process of these programs from arrival to
departure of the programs, those participants are responsible for all of their traveling expenses
Walt Disney Company Portfolio Project Part 3 3
(ex: passport fees, visa documents, airfare, etc) (Devonne, personal communication, June 9,
2020).
The Walt Disney Company has created the Disney Institute, which offers online
engagement, quality service (“Online Professional Development Courses from Disney Institute,”
2020). The website also provides reviews on the Customer Experience Summit, Disney Data and
Analytics Conference, success stories, testimonials, overview with careers at Disney Institute,
and group engagements for blogging and conferences (“Online Professional Development
Courses from Disney Institute,” 2020). Courses are all also offered regional locations and Disney
destinations for employees and supervisors (“Online Professional Development Courses from
Disney Institute,” 2020). Other ways of reaching the institute offer business solutions, advisory
services, meetings, and conventions to support companies through both business and
Internationally Disney products and services are separated into two separate divisions:
(Consumer Products, Games, and Publishing for Disney Parks and Experiences and Products,
which creates digital and physical products to the consumer across 100 categories of products
(“Consumer Products, Games and Publishing,” 2020). Furthermore, these divisions are broken
up into five business segments to include: Global Products (Pixar, Star Wars, Marvel, Media,
Disney Classics, etc), Licensees (allow subsidiaries to partake in the good and services of Disney
Walt Disney Company Portfolio Project Part 3 4
products), Retails stores, (300 locations across North America, Europe, and Asia, along with an
e=commerce site: shopDisney), Games (stories and characters from Disney, Pixar, Marvel, and
Star wars, varied across console and mobile media devices), Disney Publishing World Wide
With the Walt Disney Company 4P (Product, Place, Promotion, and Price) Market mix, it
can reach its target markets within its diverse operations in entertainment through the company’s
goods and services offered in the physical and media realms (Williams, 2019). The promotional
focus is are designed to be the same or closely related to brands and or products through the
company’s many business segments and subsidiaries (Williams, 2019). Through acquisitions, the
company has been able to establish a mix of advertising growth and connective structure through
Media Networks, Resorts, Studio productions, consumer goods, and services, which the
company use these tools in reach multinational audiences by implementing global marketing
promotion, direct selling that reach target markets in the international, local, and regional areas
that the company operates out of (Williams, 2019). These promotions are designed to be
streamlined across all Disney market interest globally but differentiation is based on market and
industry conditions that lead to pricing strategies in market-oriented and value-based pricing,
such examples of these can be derived from the movie industry with pricing concerns with the
market of where movies will be offered to the public, and value-based refers to Disney products
Walt Disney Company Portfolio Project Part 3 5
and physical entertainment venues, additionally, these prices are based on view and or factual
distribution and markets to which it will be too would a distribution channel be defined for that
specific item, but The five main distribution channels from which The Walt Disney Company
products and services are sent through to consumers: Movie theaters, Disney stores, Official
websites, mobile apps, licensees and other parties (Williams, 2019). With the diversification of
the company marketing 4P marketing, these distribution channels are used interchangeably to
reach revenue streams goals. The company practices global procurement and production of
products and services in creating its desire product and service line through tens of thousands of
operational locations within 100 countries (“International Labor Standards,” 2020). Physical
categories of products including apparel, toys, electronics, food, home goods, personal care, and
books (“FY19 Facility List Disclosure,” 2019), while in the media outlets to include ABC,
ESPN, Freeform, FX Networks, National Geographic, and the Disney Channels are distributed
through Disney+, Hulu, Movies Anywhere, and 3rd party channels under the Disney’s Direct-to-
Consumer & International offer through North America, South America, Europe, Asia, and
several other countries (Hobson, 2019). The Disney FY19 Facility List provides a
comprehensive list of locations where the company’s branded and classical products are
produced from 7,300 facilities in over 70 countries and distributed to retail businesses where
The company outsources from the likes of the Garner Holt Productions in building
Disney ride animatronics for over 17-years, and another outsourced company utilized by Disney
is The Besark Company that assisted Disney Imagineers to create attractions like the Pirates of
the Caribbean: Battle for the Sunken Treasure, at Disneyland Shanghai (Porter, 2016). For
insourcing the company still employees 94,000 employees in the United States through over 20
streams of revenue residing in the country (Iger, 2019). Not only are these employees but the
company has continually invested in their employees through education, family support,
The Walt Disney Company is not a supplier in a supply themselves but rather the
company has many suppliers in multiple supply chains to manufacture, produce, and distribute
its products and services. The brands divided among four business outlets by which these
suppliers support include: 1. Media Networks, 2. Disney Parks Experiences and Products, 3.
2020). The company continues to develop a robust supply chain through its diversity strategy
requirements, Due Diligence through supplier business validation processes, and Outreach
initiatives through national, regional, and local supplier organizations, conferences, trade shows,
and organizations representing diverse supplier groups (Diversity Is Always Part of Our Big
Picture- How We Do It,” 2020). The major suppliers stem from the example of the digital
communication: Comcast, dish network, while others are more so manufacturing-based with
Walt Disney Company Portfolio Project Part 3 7
operational supply chains operated out of 13 countries funneled through over 100 countries
The Walt Disney Company has business imports from over 40 countries with permitted
sourcing (“Permitted Sourcing Countries,” 2020), with regards to physical Disney products.
Disney exports vary depending on what channel of distribution is being assessed. Example
Disney DTIC is broadcasted in 165 countries, while ESPN has a broadcast number 55 countries,
and Fox Network has a broadcast range of 95 countries (“ The Walt Disney Company 2019
Values in the currency will fluctuate the revenues for the company depend on how the market
flows for which the company is operating out. Any value change will affect profit margins for
the company. The company utilizes option and forward contracts that allow for the purchase and
sale of foreign currencies within regard to forecasted foreign currency revenues and expenses
while hedging foreign currency assets and liabilities, yet economic offsets would impact the
company’s ability to hedge currency effectively in a currency rate change and or the possibility
for the company withdrawal money of the country with economically risk indicators (The Walt
Disney Company 2019 Annual Report: Forward-Looking Statements- Policies and Procedures,
The Walt Disney Company’s integration within so many markets has diversified how the
company operates through all of its international markets. From multiple distribution channels to
their robust diverse efficiency-focused supply chain development program, the company
continues to reach expansion and desire of untapped potential of other international markets. At
the home court, the company continues to maintain its foundational reinforcements through its
Walt Disney Company Portfolio Project Part 3 8
insourcing, employee investment programs, and the corporate social responsibility initiatives,
with the culmination of both domestic and international business conquest the company has
established itself as a force to reckon with in the entertainment industry and company desired by
References:
https:/thewaltdisneycompany.com/about/#our-businesses
Academic Exchange Program (2020). Disney Careers. Retrieved June 11, 2020 from
https://jobs.disneycareers.com/cultural-academic-program
Consumer Products, Games and Publishing (2020). Disney Parks, Experiences and
https://thewaltdisneycompany.com/app/uploads/2020/02/CSR2019Report.pdf
Cultural Representative Program (2020). Disney Careers. Retrieved June 11, 2020 from
https://jobs.disneycareers.com/cultural-representative-program
Cultural Exchange Program (2020). Disney Careers. Retrieved June 11, 2020 from
https://jobs.disneycareers.com/cultural-exchange-program
Devonne. “[Disney Internships & Programs] Re: Expatriate support and training for
Disney International Programs (2020). Disney Careers. Retrieved June 11, 2020 from
https://jobs.disneycareers.com/international-programs
FY19 Facility List Disclosure (2019). The Walt Disney Company. Retrieved from
https://thewaltdisneycompany.com/app/uploads/2020/02/FY19-Facility-
List- Disclosure.pdf
Hobson, K. (2019, July 18). The Walt Disney Company Aligns Media Distribution
& ESPN Media Networks Affiliate Sales & Marketing Into DTCI Organization.
https://dtcimedia.disney.com/news/dtci-integrates-disney-espn-media-network-
affiliate-sales
Iger, R. A. (2019). Letter From Our Executive Chairman. The Walt Disney Company.
Retrieved from
https://thewaltdisneycompany.com/app/uploads/2020/02/CSR2019Report.pdf
Links. (2020). Local 362 Unite Here!. Retrieved June 11, 2020 from
https://www.uniteherelocal362.org/links/
Online Professional Development Courses from Disney Institute (2020). Disney Institute.
development-courses/
Permitted Sourcing Countries (2019). The Walt Disney Company. Retrieved from
https://thewaltdisneycompany.com/app/uploads/2019/08/Permitted-Sourcing-
Countries-Policy.pdf
https://www.wdwinfo.com/disneylandcalifornia/clarification-on-disney-
outsourcing-imagineering/
Responsible Supply Chain (2020). The Walt Disney Company. Retrieved 2020 June 9
from https://thewaltdisneycompany.com/responsible-supply-chain/
chain/
Walt Disney Company 2019 Annual Report (2019). The Walt Disney Company.
Annual-Report.pdf
Williams A. (2019 March 7). Walt Disney Company Marketing Mix (4Ps) Analysis.
company-marketing-mix-4ps-analysis