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Essay / Research Paper Abstract
A 3 page paper. This essay reports and discusses different integration strategies, such as forward, backward, vertical and horizontal integration strategies of the Walt Disney Company. The writer demonstrates with examples how the company has diversified. Bibliography lists 3 sources. PGdsny129.rtf
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3 pages (~225 words per page)
File: ME12_PGdsny129.rtf
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Unformatted sample text from the term paper:
it eventually became the Walt Disney Company. They were successful from the beginning, faced some challenges when their cartoons and illustrators were stolen by a competitor but they came back
with Mortimer Mouse with the name changed to Mickey which hit the screen in 1928 (Lessard and Northcutt, 2008). Their cartoons won ten consecutive Academy Awards beginning in 2932 (Lessard
and Northcutt, 2008). In 1955, the company expanded to theme parks, a diversification move. Diversification covers a great deal of actions on the part of an organization. Opening up a
theme park based on successful Disney characters and stories is one way the company diversified. Vertical integration is about bringing similar organizations under the same funding and governance. Disneys
acquisition of Fox Family cable channel along with the Saban library and Fox Kids International is an example of Disneys vertical integration strategies. Michael Eisner, former Disney CEO orchestrated that
deal (Farlex, Inc., 2009). Disney already had television channels, e.g., the Disney Channel, which is inherently a family network. More than 600 million people around the world watch the Disney-branded
channels (Farlex, Inc., 2009). Fox Family added another 81 million (Farlex, Inc., 2009). Current Disney CEO, Robert Iger, commented that the company has a long-term integration strategy. This has always
been true. Iger explained: "A couple of years ago we merged the Disney television production studio, Touchstone, into the ABC Television Network with the goal to substantially increase the amount
of programming we owned on our network" (Farlex, Inc., 2009). Horizontal, vertical, forward and backward integration strategies are incorporated into this long-term strategy. When the company is broadcasting their own
products, the company is using a forward integration strategy because they are eliminating the middle-man and they are guaranteeing their products will be distributed as they want (Investopedia, 2009).
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