Awa Traore

Benih Hartanti

Irwan Arfandi B.

Master of Management

Gadjah Mada University

Profiles• The Walt Disney Company was founded on

October 16, 1923, by brothers Walt and RoyDisney as an animation studio, it hasbecome one of the biggest Hollywoodstudios, and owner and licensor of eleventheme parks and several televisionnetworks, including ABC and ESPN.

• Disney's corporate headquarters andprimary production facilities are located atThe Walt Disney Studios in Burbank,California.

• The company has been a component of theDow Jones Industrial Average since May 61991. Mickey Mouse serves as the officialmascot of The Walt Disney Company.

Mickey Mouse

• Mickey Mouse is a comic animalcartoon character who has become anicon for The Walt Disney Company.

• Mickey Mouse was created in 1928 byWalt Disney and Ub Iwerks and voicedby Walt Disney. The Walt DisneyCompany celebrates his birth asNovember 18, 1928 upon the releaseof Steamboat Willie.

• The anthropomorphic mouse hasevolved from being simply a characterin animated cartoons and comic stripsto become one of the mostrecognizable symbols in the world.

Mickey’s Sidekicks

Clara Clurk Goofy Donald Duck Pluto

Company Overview

The Walt Disney Studios

Park and Resort

Disney Consumer Products

Media Networks

Disney’s Human Resources

“You can dream, create, design, and build the most wonderful place in the world, but ITREQUIRES PEOPLE TO MAKE THAT DREAM A REALITY” – Walt Disney

Disney is identifying the organizations culture as company which isrich in heritage, quality standards, and values that it believes arecritical factors to its success.

Employee is the CAST that has the responsibility in each ROLE FORTHE SHOW. To make the Disney’ dream comes true, HR Departmenthas so many programs through VoluntEARism, orientation, andrecruitment.

Creating and implementing those programs generate Disney intopretty much amount of cost, but at the same time it creates revenuesfor Disney.

Disney Planning Guide

Step 1: Identify Your Meeting Objectives

Step 2: Return On Objectives

Step 3: Relevant Content & Activities

Step 4: Venues & Transportation

Step 5: Select Your Destination and Submit Your Request For Proposal(RFP)

Step 6: Plan Your Budget

Step 7: The Meeting Events Schedule

Step 8: Meeting Day

Step 9: Feedback & Measurement

Question Number 1

From the beginning of his tenure, MichaelEisner has played a significant role in Disney’sManagement. Discuss the steps Disney shouldtake to ensure success in the future.

• For future success in the digital age, international markets,and new leadership role, Disney must:

Develop new business models to levitate the risksassociated with them;

Overcome the two main challenges the entertainmentindustry is facing which were:

• file sharing;

• and copyright infringement.

Adapt and change their management system in order tointegrate into the digital age;

Follow its brand philosophy wich is to make people happy.In addition to that, Disney should analyze how theentertainment industry could indirectly impact their brand.

Recognize new technology trends and develop plans tominimize the risks associated with technology.

If we focus on the Family Practice Management developpedby Marc G. Mertz who stated in his publication titled “WhatDoes Walt Disney Know About Patient Satisfaction?” that:

“Retaining patients and attracting new ones can be a walk inthe park if you concentrate on the two areas patients saymatter most: your front-office staff and your officeenvironment”

For its future success, Disney should also:

Think of their patient as customers.Realize their patients’ expectations and respond with

quality service Invest more in Staff Improve your “castle”: Disney's custodial staff receives

two weeks of training.Walk the talk: There's no better way to instill in your

staff a commitment to quality service than for you topractice it yourself.

Improve FeedbackFinally Promote more its real magic philosophy :

“People treat people the same way they're treated.”

Question Number 2

• Disney now has five lines of business. How succesful do youthink Disney will be in the future with its endeavors tointegrate entertainment inside and outside the home? Will itstheme parks, restaurants, and movies complemet its plans toexpand into the markets of the intenet and broadcasting

Every single action in a company hasits impact on the future success ofthat company. In fact, on its way toexpand its businessworldwide, Disney has multilplied itsinnovations and movies productionsto better serve internaltionally. It hasnow 7 theme parks, 27 hotels with36,888 rooms, 2 cruise ships, 728Disney Stores, 1 broadcastnetwork, 10 television stations, 9international Disney Channels, 42radio stations, an Internet portal, 5major Internet Web sites etc.

Its 5 lines of businesses with its endeavours to integrate entertainmentinside and outside the home is a good opportunity for Disney to gain acompetitive advantage within the market place and more importantlywithin movie production industry.

In fact, its technological innovations with its media networks will comfortits leading position within the sector.

Nowadays, technology has become a very increasingly tool to competewith rival companies and industries.

Internet and Broadcasting will have a positive impact in developingmarketing plans and strategies for theme parks, restaurant, and movies.

We suggest that Disney first focus on integrating entertainment inside thehome and in a second time outside the home.

Question Number 3

How should Disney maintain its corporateculture as it continues to expand into globalmarkets?

Disney Corporate Culture

Disney is “rich in heritage, traditions, quality standards, andvalues that it believes are critical factors to it success”.

Cast members share the values of honestly, integrity, respect,courage, openness, diversity, and balance.

These values are demonstrated through such traits andbehaviours like making guests happy, caring about fellow castmembers, working as a team, delivering quality, fosteringcreativity, paying attention to every detail, and having anemotional commitment to Disney.

Diversity In The Workplace

As diversity in the workplace continues to become a focus fornearly in The Walt Disney Company, and have to works to makethis vision a reality.

“By providing the cast members with the opportunity to expresstheir own creative thoughts and direction, Disney has fostered agreater ‘buy-in’ to the company vision”.

Orientation

• Disney’s orientation process is ongoing for all Disney castmembers, beginning with the recruitment stage.

• It continuously reinforces the values, philosophies, and guestservice standards on which Disney has prided itself for so manyyears.

• Employees at Disney called “cast members”. They do not work at ajob; instead, they are “cast in the role for the show”.

• Disney uses this terminology to immerse its employee in anenvironment that constantly reinforces the image Disney wants toproject to the public.

Disney University

Disney university is the corporate structure that teachesDisney courtesy, translates company policy, and trainemployees.

Disneyland also needed a training facility to introduce newemployees to the buisness of entertainment as heimagined it.

Each university is responsible for training and development,employee activities, employee communications,researching and analyzing the organization’s people needs,proposing plans to meet those needs, and continuallyresearching the effectiveness of the orientation and triningprograms

What Should Disney Maintain?

• Managing Diversity

• Make Effective Work Teams

• Effective Motivation Through the Goals(Theories of Motivation)

Managing Diversity• Managing diversity is creating organizational changes that enable all

people to perform up to their maximum potential. (Kreiner &Kinicki, 2008).

• Disney have to focusing on manage the diversity of the cast,because the cast (employees) is an assets of Disney business toreach a goals and expand the business into global market.

• There is some action option for Disney :

a. Include/exclude e. Isolate

b. Deny f. Tolerate

c. Asssimilate g. Build relationship

d. Suppress h. Foster mutual adaptation

Make Effective Team Works

• To make employees satisfaction and continued willingnesssto contribute will be better for make effectibe team worksin Disney. (Team Viability).

• Need a support system such as tecnology & IT.

• They must have a much greater chance of success.

• From team-friendly organization, there are comes workteam, each individual with team work competencies andeffective team work and becomes completing teameffectiveness criteria : performance & viability.

Effective Motivation Through The Goals

• From Abraham Maslow (1943), need hierarchy theory can be apply on Disney Cast.

• To expand their business, Disney Cast have to be motivated, also their need are fulfill.

Question Number 4

With the current labor market and competitiveconditions dictating wage rates, should Disneyand other large companies in the touristindustry be required to pay higher wages?

Based on United States Department of Labor (Bureau of LaborStatistics ), it exhibits that the employment number isdecreasing and it has the contrary as the wage rate, in averageweekly rate, it is increasing.

Our group has several points of view to elaborate the answer.Those are:

a. Financial Point of View

b. Organization Behavior Point of View

Financial Point of View

• Revenues and operating income by segment, it presents that although therevenue was increasing but the income was decreasing

• Most of its expenditure is spent in capital expenditure, especially inTheme Parks and Resorts.

• In covering the wage rate issue, there is a possibility for the company toprovide the bonus for the employee who be able to achieve a greatperformance instead of increasing the wage. Thus, it will create thevariable cost instead of fixed cost.

• The company has to make a budgeting on its fixed cost in his financialstatement, and it became the responsibility for the company to fulfill to itsemployee, which is it can be replaced to something better such as make itas variable cost as mentioned before.

Organizational Point of View

• Motivating and Rewarding can be implemented to reduce the effects. Asmentioned before, instead of increasing the wage rate, it is better for thecompany to award bonus for the employee achievements.

• The Maslow’s Need Hierarchy can be a consideration. If the companyimplemented the bonus program instead of increasing wage rate, at once,the company will fulfill a few level in Maslow’s hierarchy, such asPhysiological, Esteem and Self actualization.

• Providing the bonus in such company culture as Disney has, could bemore effective than increasing the wage. Providing the bonus isimplementing the Extrinsic Reward which providing the financial andsocial reward.

Number of complainThe bonus program will be described in this diagram below:

Thank You