MGT 521 Wk 4 Organizing Work - Walt Disney World (1)
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RUNNING HEAD: ORGANIZING WORK – WALT DISNEY WORLD
1
Organizing Work – Walt Disney World
Yasin Jackson Rachel Dudley
Dennis Skinner
MGT/521
May 04, 2015
Shelia Porter
ORGANIZING WORK – WALT DISNEY WORLD
Organizing Work – Walt Disney World
Some of the work that must be completed to accomplish the recommended adaptations is that Disney must find reliable international partners and create strategic alliances. Once Disney has found those partners and alliances, it will be able to justify a substantial investment in the international market. Disney is seen as a vital part of the formation of American personalities (Mollet, 2013). Just as Disney related to the American market with the Wizard of Oz, during the Great Depression, it can create the same bonds with the global market by finding commonalities (Mollet, 2013). However, Disney does not have such a high impact on international cultures, but it can use a similar formula to influence international television.
Implementing Adaptations
First, the organization must expand its global research division to assess the culture and of the market, which it wants to develop. Disney focuses on product output over the consumer, but will need to adapt to the needs of customers in the international market in order to become more competitive in that market. A few ways that Disney can expand its global research division by tracking international television ratings to search for trends, conducting consumer surveys, and studying competitors’ that have had success in various international markets. Second, Disney can
use the international television production patterns as an advantage in the market. For instance, in China, Chinese media companies are looking towards other countries media options to stir up more ideas for Chinese television market de (Burgh, 2011). Disney can use similar opportunities to bring its television productions to China because countries like China are seeking new products.
Expansion of Global Research Divisions
2
ORGANIZING WORK – WALT DISNEY WORLD
To better implement these adoptions, Disney would need to expand their International Function. A recommendation would be to divide further the Asia Division and the Europe, Middle East, and Africa (EMEA) Division into three or more regions. Each area would need to include a research division equip with teams whose mission is to conduct research on the culture.
The team should include members from that particular area since they bring a certain set of abilities, skills, and knowledge specific to their culture (Robbins & Coulter, 2012). Cultural research would need to include culturally specific assumptions found in the media such as; music
language, advertisements, symbols, and social policies (de Burgh, 2011). Gaining valuable knowledge about the cultures of the regions will be a step in the right direction for Disney’s growth into an international market.
Justification
Winning the battle to become the number one provider of entertainment all over the world means doing what is essential to become the number one choice. To do so, Disney must offer programming and entertainment to the shareholders with no regard for what country they live. Walt Disney World (2013) emphasized the importance of being number one in the organization's
mission statement by stating the following:
“Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow and to allocate capital toward growth initiatives that will drive long-term shareholder value.” (p. 2)
To justify what must be accomplished to meet the goals of expanding Disney’s market share, the company must focus on presenting new ideas that will align with the needs of the 3
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