Marketing paper on: EXTERNAL AUDIT of Walt Disney

Basically, it is to develop the list of opportunities that could benefit a firm and threats that should be avoided. The external forces are more difficult to control, and Disney has to adopt and take advantage to those forces. Here are our external factors of Walt-Disney.For the opportunities, when comparing with ordinary movie market, the movie market for the young kids is not strong. The small movie market for the young children makes Disney more opportunity to monopolize in the all-age movie industry. Disney already has Disney-parks in other countries in Tokyo, Europe, Hong-Kong, but still they have potential ability to expand. Disney’s growing internet market such as using e-commerce such as booking of Disney hotel or resort and watching Disney TV on the website could be a one of the great internet market that they are trying to do. Also we will see the Disney stores are opened in the malls that could be opportunity to get more profit. Disney will get better or creative software for the children. Setting up the Disney music channel on the broadcast attracts all age customers.Our threats, some competitors are growing fast in the theme park industry. And the piracy, Disney often faced the problem of the piracy on the digital industry especially for movie films, but a Disney still combats with competitors for their copyright protection. Also, Disney should compete in network industry with strong competitors. Customers probably get high demand of something new systems, and software and too much high demand can cause of threat to Disney. New entrants may enter Disney’s stage. But the threat alone of new entrants into the market requires Disney to hedge against such risk by concurrently upgrading products and services. Economic depression could make it too expensive for people to utilize the services and the products offered.EFE- Next I did a EFE matrix to summarize and evaluate the external factors

Walt Disney’s major Strength in rating was the Disney music channel and we weight on this 0.11; by this they can capture every children’s interest. When you look at the threats, also competition in network industry we weight on this 0.12 and rated it as 3rd. So the Disney’s EFE total to 2.59. Although there are some areas affect the performance still they can get profit in other areas.

Long-Term Objectives

Disney’s long-term goal is to cut to zero amount of waste it sends to landfills, which totaled nearly 300,000 tons in 2006, much of it from construction, through diverting some to recycling centers, composting, and buying more postconsumer recycled materials.

Also, Disney plans to just reduce the emissions in a short term like 3 to 5 years, but in a long-term Disney will obtain the zero greenhouse gas emission from fuels.

By 2013, Disney plans to reduce electricity consumption by 10 percent compared with its 2006 baseline. And Disney is going to minimize water use and its impact on water and ecosystem.

Generate and Evaluate Strategies

We used SWOT analysis to evaluate the strategies.As far as evaluating strategies, Disney uses their assets to create more attractions in theme parks.

Also Disney can compete to have its ABC station broadcast election debates and ESPN to broadcast popular sporting events not on other stations.

Disney create a vision statement for Media Networks/Broadcasting in order to focus more on importance of advertising revenue for its TV stations and it came with WO strategy

Disney should focus on a competitor like Warner Bros and possibly focus efforts on exceeding that company’s strengths.

Disney should make a vision statement for their Resort and Park division.

They give lower prices for hotel and resort, so that average consumer could be willing to stay more in a Disneyland.

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