The Walt Disney Company operates in various industries, including theme parks, Disney Cruise Line, resort properties, movie, video, and theatrical productions, television and radio broadcasting, musical recording and sales of animation art, Anaheim Mighty Ducks NHL franchise, Anaheim Angels Major League Baseball franchise, books and magazine publishing, interactive software and internet sites, and The Disney Store retail shops.
Based on the list provided, Walt Disney's lineup can be classified as employing a strategy of related diversification. This means that the new ventures Disney pursues are closely related to their existing business. Originally, Disney started as a cartoon animation company, and after achieving success in the television and movie industry, they expanded into the amusement arena.
When analyzing the extent to which Disney's different businesses have competitively valuable cross-business relationships within their value chai
...ns, it can be observed that there is synergy between their various ventures. The success and expertise gained in animation, television, and movies has directly contributed to their success in the amusement industry.
All of these businesses are connected through Walt Disney's ingenuity in integrating his animated characters into the theme park, branding it as the most enchanting place in the world. Furthermore, even the sports teams associated with the movie company reflect this connection. Walt Disney himself created both the Anaheim Mighty Ducks and Anaheim Angels Major League franchises, which in turn inspired movies with the same team names, "The Mighty Ducks" and "Angels in the Outfield". Moreover, every entertainment venture undertaken by the Disney Corporation is intricately linked to the establishment of the movie company. This includes their involvement in book and magazine publication, musical recording and sales, as well as animation art—all
aimed at captivating Disney's core audience.
Disney employs cross marketing to promote all of its ventures, thereby building a faithful brand. This interconnectedness between Disney's business ventures leads to higher sales revenue and ultimately greater profits. An illustrative instance of Disney's employment of related diversification is seen in the creation of the character "Hannah Montana". Initially developed for a television show, Disney subsequently launched a campaign marketing Miley Cyrus as a recording artist, with performances at Disney World. Additionally, the franchise extended to include action figures, movies, and CDs.
By using the example of Hannah Montana, Disney demonstrates how diversification serves as a growth strategy that integrates all its business ventures. This approach proves to be an intelligent way to diversify a business, as it leverages an existing loyal fan base, facilitating the adoption of new products by consumers.
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