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Marketing Essay

2722 words - 11 pages

Example of Case Analysis Writing Below is an example of what I consider excellent work. As you read through this example, note how clearly the author applies concepts from the course (this was a class on organizational change) and applies them to the case. This application is clear and explicit. For example, the first section of this paper deals with the problems Disney faces. This author suggests that Disney's "strategic context" is an important issue. "Strategic Context" is a key concept from the literature this class read on managing organizational change. Note how the author introduces the concept, clearly defines it, and then uses that concept to analyze Disney. In this discussion, ...view middle of the document...

The factors are: (1) the environment in which the organization operates, (2) the resources available to the organization, and (3) the history of the organization. The strategic context is the vital first step in Tushman and O’Reilly’s congruence model. Once the strategic context is understood, strategic choices can be made, critical tasks defined, and alignment checked between those critical tasks and the organization’s people, organization, and culture. If that strategic context is altered, however, choices can be incorrect, critical tasks off target, and relationships misaligned. Disney’s strategic context has undergone dramatic changes in recent years. Its competitive environment, its customers, its market position, and its history have all combined to alter its strategic context. Disney used to have the some markets (particularly the kids market) to itself, but in broadcasting Disney is now a “poor third” behind Nickelodeon and the Cartoon Network among kids aged 2 to 11 and in popular kids shows (and related merchandising) Disney has nothing to compare to Nickelodeon’s Blue’s Clues, PBS’s Teletubbies and WB’s Pokemon. In videogames, Disney is an “also-ran.” Disney used to be the only studio to produce animated features, but now Warner, Dreamworks, and Fox all do. Even Disney’s

theme parks are facing greater competition from companies such as Universal. Similar competitive changes have happened with the company’s Cap Cities assets. ABC’s network ratings have fallen 13% among the 18- to 49-year old demographic, and it is now third behind NBC and Fox. Disney-controlled ESPN, which used to dominate the sports market, is being challenged by Fox Sports. Disney feels that the technological changes being wrought by the Internet will benefit the company because of its rich and deep stock of content. Others, though, including Patrick Keane, an analyst from Jupiter Communications, feel that technological change may be a competitive disadvantage for Disney: “diversified media companies move at glacial speed with it comes to the Internet.” Disney’s core audience and traditional customers have been young families. The company has made an effort to reach beyond that market by appealing to conventioneers, senior citizens, and “pre-families” (or singles). Disney has had recent trouble, though, connecting with the kids of its core customers. Disney characters drawn from history and myths have been unable to compete with more contemporary characters developed by Nickelodeon. Age-compressed 9 and 10 year-olds, which used to enjoy Disney, now bristle at the notion that Disney is “good for them” and think the company’s products are only “for little kids.” Disney’s performance and its position in the market have suffered in recent years. Home video earnings have tumbled; licensing and merchandising revenues are down, operating income from its broadcasting segment was down 18% in 1999, Touchstone Television production studio had failed to develop a hit series...

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