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Publish Date: 2024-11-03

Harvard Case - Disney: Delivering More Content in More Ways

"Disney: Delivering More Content in More Ways" Harvard business case study is written by Mary Kelly, Madeline Kelly. It deals with the challenges in the field of Strategy. The case study is 12 page(s) long and it was first published on : Sep 23, 2019

At Fern Fort University, we recommend that Disney adopt a multi-pronged strategy to leverage its content, brand, and technological capabilities for sustained growth. This strategy involves expanding its direct-to-consumer (DTC) offerings, embracing digital transformation, and leveraging strategic partnerships to navigate the evolving entertainment landscape.

2. Background

The case study focuses on Disney's efforts to navigate the changing media landscape, characterized by the rise of streaming services and the increasing demand for diverse content. Disney's traditional business model, heavily reliant on theatrical releases and cable television, faced challenges as consumers shifted towards on-demand, digital content.

The main protagonists are Bob Iger, CEO of Disney, and his leadership team, who are tasked with navigating this shift and ensuring Disney's continued success.

3. Analysis of the Case Study

Strategic Analysis:

  • SWOT Analysis:

    • Strengths: Strong brand recognition, vast content library, established distribution channels, strong financial position, innovative capabilities.
    • Weaknesses: Dependence on legacy businesses, potential for cannibalization of existing revenue streams, limited experience in DTC streaming.
    • Opportunities: Growing demand for streaming services, expansion into new markets, leveraging data analytics for personalized content recommendations.
    • Threats: Increased competition from established and emerging players, piracy, technological disruptions, changing consumer preferences.

  • Porter's Five Forces:

    • Threat of New Entrants: High, due to lower barriers to entry in the streaming market.
    • Bargaining Power of Buyers: High, as consumers have numerous streaming options.
    • Bargaining Power of Suppliers: Moderate, as Disney has strong relationships with content creators and distributors.
    • Threat of Substitutes: High, as consumers can access entertainment through various channels, including gaming, social media, and live events.
    • Rivalry Among Existing Competitors: Intense, with established players like Netflix, Amazon Prime, and emerging players like Apple TV+ and HBO Max.

  • Value Chain Analysis:

    • Primary Activities: Content creation, production, distribution, marketing, customer service.
    • Support Activities: Research and development, technology infrastructure, human resources, finance.

  • Business Model Innovation: Disney needs to move beyond its traditional model and embrace subscription-based revenue streams, personalized content recommendations, and data-driven marketing strategies.

  • Corporate Governance: Disney needs to ensure strong corporate governance to manage its diverse portfolio of businesses and navigate the evolving regulatory landscape.

Financial Analysis:

  • Mergers and Acquisitions: Disney's acquisition of 21st Century Fox and other strategic investments demonstrate its commitment to expanding its content library and market reach.
  • Strategic Planning: Disney needs to develop a comprehensive strategic plan that outlines its vision for the future, identifies key performance indicators (KPIs), and allocates resources effectively.

Marketing Analysis:

  • Market Segmentation: Disney can leverage its diverse content library to target different market segments, including families, children, adults, and international audiences.
  • Blue Ocean Strategy: Disney can create new markets by offering unique content experiences and innovative subscription models, differentiating itself from competitors.
  • Disruptive Innovation: Disney needs to embrace disruptive innovation to stay ahead of the curve and avoid being overtaken by new entrants.

Operational Analysis:

  • Balanced Scorecard: Disney can use a balanced scorecard to track its progress on key performance indicators across financial, customer, internal processes, and learning and growth perspectives.
  • Core Competencies: Disney's core competencies include content creation, brand management, and distribution capabilities.
  • Diversification: Disney's diversification strategy, encompassing theme parks, consumer products, and media networks, provides a buffer against market fluctuations.
  • Vertical Integration: Disney's vertical integration, from content creation to distribution, allows for greater control over its value chain.

4. Recommendations

  1. Expand Direct-to-Consumer (DTC) Offerings:

    • Invest in Disney+: Enhance content library, improve user experience, expand international markets, and explore new revenue streams like bundled subscriptions.
    • Develop Niche Streaming Services: Launch specialized streaming services for specific demographics or genres, such as a sports streaming platform or a family-friendly channel.
    • Leverage Existing Platforms: Explore partnerships with existing streaming platforms like Hulu and ESPN+ to reach broader audiences.

  2. Embrace Digital Transformation:

    • Invest in Technology: Enhance data analytics capabilities, optimize content delivery infrastructure, and develop personalized content recommendation algorithms.
    • Develop Digital Marketing Strategies: Utilize social media, targeted advertising, and influencer marketing to reach new audiences.
    • Embrace Artificial Intelligence (AI) and Machine Learning (ML): Leverage AI and ML for content creation, personalization, and customer service.

  3. Leverage Strategic Partnerships:

    • Form Strategic Alliances: Partner with technology companies, content creators, and distributors to expand reach and access new markets.
    • Explore Joint Ventures: Collaborate with other entertainment companies to develop new content and distribution models.
    • Engage in Mergers and Acquisitions: Acquire companies with complementary capabilities or access to new markets.

5. Basis of Recommendations

These recommendations are based on the following considerations:

  • Core Competencies and Consistency with Mission: The recommendations align with Disney's core competencies in content creation, brand management, and distribution, while staying true to its mission of providing high-quality entertainment for diverse audiences.
  • External Customers and Internal Clients: The recommendations address the needs of external customers seeking diverse and engaging content, while also empowering internal clients to leverage technology and innovation.
  • Competitors: The recommendations aim to differentiate Disney from competitors by offering unique content experiences, leveraging technology, and embracing strategic partnerships.
  • Attractiveness: The recommendations are expected to generate significant returns on investment, with potential for increased revenue, market share, and brand value.

6. Conclusion

Disney's success in the evolving entertainment landscape hinges on its ability to adapt and innovate. By expanding its DTC offerings, embracing digital transformation, and leveraging strategic partnerships, Disney can maintain its competitive advantage and continue to deliver compelling content to global audiences.

7. Discussion

Other Alternatives:

  • Focus solely on traditional business models: This approach would be risky, as it ignores the growing demand for streaming services and the shift towards digital content.
  • Abandon legacy businesses: This approach would be too drastic and could alienate existing customers and stakeholders.

Risks and Key Assumptions:

  • Competition: The streaming market is highly competitive, and Disney faces significant challenges from established and emerging players.
  • Technology: Rapid technological advancements could disrupt the streaming industry, requiring Disney to constantly adapt and invest in new technologies.
  • Consumer Preferences: Consumer preferences are constantly evolving, and Disney needs to stay ahead of these trends to remain relevant.

8. Next Steps

  • Develop a comprehensive strategic plan: Outline Disney's vision for the future, identify key performance indicators, and allocate resources effectively.
  • Invest in technology and infrastructure: Enhance data analytics capabilities, optimize content delivery infrastructure, and develop personalized content recommendation algorithms.
  • Launch new DTC offerings: Expand Disney+ content library, explore niche streaming services, and leverage existing platforms.
  • Forge strategic partnerships: Partner with technology companies, content creators, and distributors to expand reach and access new markets.
  • Monitor market trends and adapt strategies: Continuously evaluate the competitive landscape, consumer preferences, and technological advancements to ensure Disney remains agile and responsive.

By implementing these recommendations, Disney can navigate the evolving entertainment landscape, leverage its strengths, and continue to delight audiences worldwide.

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Case Description

In mid-2017, faced with declining viewership and the loss of the associated advertising and affiliate fees from the pay-TV bundle, The Walt Disney Company needed to consider alternative ways to reach and engage viewers. One option was to move away from bundles and go direct to the consumer. Another option was to acquire more content and make it accessible across multiple platforms. But would these strategies be enough to stem subscriber losses? How did the push by technology disruptors into original content influence these decisions? Were there other strategies worth considering in light of changing tastes, technology, and competition?

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