The Walt Disney Company: Its Diversification Strategy in 2020
Write an introduction section: What is the company? What is significant about this
company? What is the industry? Who are the competitors? Who are the customers? What else is
important to know about this company? Include a purpose statement for your paper.
Change “Student Name” in the Header of the Paper. Make sure your paragraphs are
indented. The paper must meet the minimum page length and be submitted in Canvas before the
deadline to receive full credit. The paper format should be 12-point, Times New Roman font
with 1” margins. The paper should be double-spaced with no extra spaces between sections or
paragraphs. Do not remove section, table, or figure headings. References should be cited in
APA format in the paper and on the references page. The reference and grading rubric pages do
not count toward your page total. All cases are checked with the TurnItIn anti-plagiarism
software to help assure the integrity of the assignments.
Industry Attractiveness Evaluation
Address the items from Step One of the Assignment. All questions in each section must
be answered thoroughly. A one sentence response is typically insufficient to thoroughly address
the question. Indent the section paragraph. Section headings should be bolded and centered. Do
not delete section headings.
Table 1
Industry Attractiveness Assessment
Entertainment Industry
Attractiveness:
Key Attractiveness Measure
Weight Media
Networks
Parks,
Experiences
& Products
Studio
Entertainment
Direct-to-
Consumer &
International
Market size and growth rate
Industry Profitability
Intensity of competition
Emerging opportunities and
threats
Case 2: Disney
Student Name
Page 2
(Scale 1 = very low attractiveness, 5 = average attractiveness, 10 = very strong attractiveness)
Business Unit Competitive Strength Evaluation
Address the items from Step Two of the Assignment. All questions in each section must
be answered thoroughly. A one sentence response is typically insufficient to thoroughly address
the question. Indent the section paragraph. Section headings should be bolded and centered. Do
not delete section headings.
Table 2
Competitive-Strength Assessments
Scale 1 = very weak, 5 = average, 10 = very strong)
Table 3
Nine-Cell Industry-Attractiveness-Competitive-Strength Matrix
Industry
Attractiveness
Strength of
Business Units
Media Networks
Parks, Experiences & Products
Studio Entertainment
Direct-to-Consumer &
International
Cross-Industry Strategic Fit
Product Innovation
Social, Political &
Environmental Factors
TOTALS 1.00
Disney Business Unit:
Key Competitive Strength
Measure
Weight Media
Networks
Parks,
Experiences
& Products
Studio
Entertainment
Direct-to-
Consumer &
International
Relative market size
Marketing and promotion
Product innovation capabilities
Benefits from strategic fit with
sister businesses
Brand name recognition/image
Financial resources and financial
strength
TOTALS 1.00
Case 2: Disney
Student Name
Page 3
Paste your 9-cell chart in your paper here:
Competitive Value of Strategic Fit
Address the items from Step Three of the Assignment. All questions in each section must
be answered thoroughly. A one sentence response is typically insufficient to thoroughly address
the question. Indent the section paragraph. Section headings should be bolded and centered. Do
not delete section headings.
Table 4
Competitive Advantage Potential of Cross-Business Strategic Fit Identification
Resource Fit
Address the items from Step Four of the Assignment.
Table 5
Resource Fit
Cash Cow? Star? Cash Hog?
Media Networks
Parks, Experiences & Products
Studio Entertainment
Direct-to-Consumer & International
Business Unit Ranking and Priority for Resource Allocation Ranking
Business Unit Purchases from
Suppliers Technology Operations Sales & Marketing Distribution Service
Media Networks
Parks, Experiences
& Products
Studio
Entertainment
Direct-to-
Consumer &
International
Case 2: Disney
Student Name
Page 4
Address the items from Step Five of the Assignment.
Table 6
Resource Allocation Priority
Ranking
Media Networks
Parks, Experiences & Products
Studio Entertainment
Direct-to-Consumer & International
Strategic Moves to Improve Overall Corporate Performance
Address the items from Step Six of the Assignment.
Conclusion
Write a concluding paragraph which summarizes the major points of the paper. The
conclusion should tie back into the introduction and provide one lasting thought for the paper.
Case 2: Disney
Student Name
Page 5
References
If you do not cite any references, delete this page. If you cite the textbook (case), you do not
need to list it as a reference, merely note the page number in your paper. Example, putting (C-
173) after the citation in your paper.
References should be a separate page from your paper and do not count toward the page count.
References should be cited using APA format. See the Writing resources module in Canvas for
more information on APA formatting.
