Disney Case Study Marketing

4482 Words Jun 3rd, 2013 18 Pages
Universidad de La Sabana
Mercadeo
Presentado a: Luis Fernando Correa
Presentado por: Vivian Jimena Mesa Torres 201120968
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Febrero 27, 2013

FIRST PARTIAL EXAM
Disney: The happiest brand on earth
Case Analysis

1. Background:
During the second half of the 1980s and 1990s, the Disney Studio experienced a significant growth, and the division had a "golden age" with annual box office hits with such regularity that even their creative structure started to be known as the "Disney formula.".
In 1991, hotels, home video distribution, and Disney merchandising became 28 percent of total company revenues with international revenues contributed 22 percent of revenues. The company committed its
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In 2003, the Studio became the first studio to record over $3 billion in worldwide box office receipts.

2. Updating:

Disney's earnings for 2005 reflect the impact of changes in accounting rules, resulting in the expensing of the fair value of stock options and the revaluing of certain of our FCC licenses. In aggregate, these changes reduced reported earnings by $0.10 per share. Before giving effect to these accounting changes, Disney delivered earnings per share of $1.32 for the year1. Comparable earnings per share in 2004 were $1.12, yielding earnings per share growth for the year of 18%, which is particularly gratifying as it follows substantial growth in the prior two years. The last is summarized in the graph below:

The revenues and the segment operation income for 2005 in the company´s different businesses are shown in the charts below: 2001 | 2002 | 2003 | 2004 | 2005 | | Revenues Media Networks Parks and Resorts Studio Entertainment Consumer Products |
$ 9,569
7,004
6,009
2,590 |
$ 9,733
6,465
6,691
2,440 |
$10,941
6,412
7,364
2,344 |
$11,778
7,750
8,713
2,511 |
$13,207
9,023
7,587
2,127 | | | | $25,172 | $25,329 | $27,061 | $30,752 | $31,944 | | | | | | | | | Segment Operation Income1 Media Networks Parks and Resorts Studio Entertainment Consumer Products |
$ 1,758
1,586

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