Diversification Example
LEARNING OBJECTIVES
- Give some examples of corporate strategies
Disney
Diversification: create new opportunities by creating new products that will be introduced in new markets
Disneyland Toontown
When you hear the word Disney, what comes to mind? Many people think of Disney movies such as Cinderella and Beauty and the Beast or theme parks like Disneyland and Disney World. Disney’s product portfolio also includes Marvel Comics, television network ABC, and cable sports channel ESPN. The company has pursued a diversification strategy, which means purchasing other companies that enable it to bring new products into new markets while remaining true to Disney’s origins.
Today, 54% of Disney’s revenues—but only 32% of its profits—come from movies and parks.[1] Its most profitable growth comes from new products in new markets.
| Strategic Business Unity | Percent of 2014 revenue | Percent of 2014 profits |
| Studio entertainmentFilms in theater, home and TV | 18% | 12% |
| Parks and resortsTheme parks, cruises | 36% | 20% |
| Media networksTV stations and advertising | 51% | 56% |
| Consumer productsLicensing characters for products | 10% | 10% |
| InteractiveGame platforms and games | 3% | 1% |
An industry analyst explains:
This wide diversification is what has allowed Disney to be so successful recently; Disney owns some of the biggest names in the entertainment world: ESPN, ABC, Disney theme parks, Disney cruise lines, and Pixar, just to name a few. Unlike many entertainment companies, Disney does not solely rely on films, TV, or parks; it is well diversified and relies on its wide reach to create one of the most recognized and popular brands in the world.[2]
Disney’s diversification identifies new products and markets that are close enough to its core business that the company can leverage its internal strengths to create business growth. Following the acquisition of ABC, Barry Diller, the former head of QVC Inc. and the man credited with creating the Fox network, said, “Taking nothing away from the senior management at the other networks, this will be the only one where the senior executive is trained true in the creative process.”[3]
Check Your Understanding
Answer the question(s) below to see how well you understand the topics covered in this outcome. This short quiz does not count toward your grade in the class, and you can retake it an unlimited number of times.
Use this quiz to check your understanding and decide whether to (1) study the previous section further or (2) move on to the next section.