Disney and Horizontal Integration

You MUST be able to define Horizontal Integration and give Disney examples.

You SHOULD be able to comment on the different target audiences to Disney

You COULD outline and evaluate the benefits to Disney’s development and success.

You MUST be able to define Horizontal Integration and give Disney examples.You SHOULD be able to comment on the different target audiences to DisneyYou COULD outline and evaluate the benefits to Disney’s development and

success.

• What are the Core products of Disney?• Who is their Core target audience?

• Name some of the way that Disney has diversified into other markets?

• What are the benefits of doing this?

You MUST be able to define Horizontal Integration and give Disney examples.You SHOULD be able to comment on the different target audiences to Disney

You COULD outline and evaluate the benefits to Disney’s development and success.

• Company Divisions – Who are the target audiences?

• Studio Entertainment Unit– Walt Disney Motion Pictures

• Walt Disney Pictures• Walt Disney Animation Studios• Pixar Animation Studios• Disneynature

– Touchstone Pictures– Hollywood Pictures– Miramax Films– Disney Music Group– Walt Disney Theatrical

You MUST be able to define Horizontal Integration and give Disney examples.You SHOULD be able to comment on the different target audiences to Disney

You COULD outline and evaluate the benefits to Disney’s development and success.

Horizontal Integration in Action

• Developing away from core target audience.• Miramax relationship then buyout – do basic

research on this (Wikipedia)• Develop films like Kill Bill (research it if you

don’t know it.) • Why?

You MUST be able to define Horizontal Integration and give Disney examples.You SHOULD be able to comment on the different target audiences to Disney

You COULD outline and evaluate the benefits to Disney’s development and success.

• Horizontal Integration in Action

• Disney Pixar relationship.• Look at the Handout.• Why develop the company this way?

You MUST be able to define Horizontal Integration and give Disney examples.You SHOULD be able to comment on the different target audiences to Disney

You COULD outline and evaluate the benefits to Disney’s development and success.

Horizontal Integration in Action

• Disney ABC TV group.• Includes what channels?• What target audiences are covered?• Why do this/what benefits does it give The

Walt Disney Company?

Benefits

Benefits• Using the Disney handout from the VLE

1. List all the different markets that Disney operate in.

2. What is the benefit of this?3. How have they developed the company to

diversify away from the core target audience?4. Why not just change the content of their original

animations to reach these new audiences?

You MUST be able to define Horizontal Integration and give Disney examples.You SHOULD be able to comment on the different target audiences to Disney

You COULD outline and evaluate the benefits to Disney’s development and success.

• Horizontal Integration allows a company to expand and operate in different sectors of the business, thus more profit.

• Horizontal Integration allows Disney to develop material that is not suitable for their core target audience e.g. Miramax’s Kill Bill

• Horizontal Integration allows Disney to keep their core target audience – non suitable films are developed by companies not associated with Disney, but who are Disney .

I.S for next lesson

• Complete and the spider-gram on Disney’s horizontal integration.

• Outline and evaluate Disney’s use of Horizontal Integration in their business development.

Review

• You MUST be able to define Horizontal Integration and give Disney examples.You SHOULD be able to comment on the different target audiences to DisneyYou COULD outline and evaluate the benefits to Disney’s development and success.