Disney Inc. Operational Planning

explanatory Essay
1558 words
1558 words

Disney Inc. Operational Planning

Strengths and Weaknesses

There are four different types of planning within and organization,

strategic, tactical, operational, and contingency. Each will have an

impact on each other and how they are carried out. Disney’s

operational planning consists of how things are run on a day-to-day

basis within a year helping to reach the company’s strategic planning


“Operational planning identifies the specific procedures and processes

required at lower levels of the organization.” (Scott, 2004 ) Within

Disney this would be the processes for day-to-day operations within

the Theme parks, the stores, on the e-commerce site etc.

Some of the strengths Disney’s operational planning has would be their

customer focus. Take Disney’s theme parks were there hundreds of

employees working on daily basis trying to accomplish one thing, which

is to make the customer happy. Disney knows that if they don’t make

the customer happy, people will not return. Comparing the size of

Disney’s theme parks to that of a shopping store this can be a little

harder to accomplish. Each area of the theme park must be broken down

and managed, like different departments within a department store,

only on a much larger level. When the theme park will open, when

shifts will start and end, how many street vendors will be in the park

and where, and how long rides will last. These are all things that

need to be planned so the company can reach a larger goal. So how

Disney’s theme parks are managed would be part of their operational


A weakness Disney may have in the operational strategy is the shear

size of the...

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...m the World Wide Web @

Merriam-Webster Online Dictionaryam, Retrieved October 20, 2005.

Available: [Online].

Retrieved Oct. 18, 2005, from

The Walt Disney Company, Disney Online. Retrieved October 19, 2005.

Available: [Online]

Thomas S. Bateman, Scott, (2004). Management; The New

Competitive Landscape. Chapter 4, Managing,

[University of PhoenixE-Book]. ISBN: 0072538651. Retrieved October 20,

2005, from University of Phoenix EResource, MGT/330-Theory,

Practice, and Application, Web site:

In this essay, the author

  • Explains disney's operational planning strengths and weaknesses. each will have an impact on each other and how they are carried out.
  • Explains that operational planning identifies the specific procedures and processes required at lower levels of the organization. some of disney's strengths would be their customer focus.
  • Compares the size of disney's theme parks to that of a shopping store. each area of the theme park must be broken down and managed.
  • Explains how disney's theme parks are managed would be part of their operational strategy.
  • Explains that disney's ground-level operations are always being viewed by the customer. if a ride breaks down, what is the backup plan?
  • Explains that business operational opportunities are a good chance for advancement or progress. they describe opportunities as ways to position the business to succeed.
  • Explains that the walt disney corporation has taken business opportunities to a different level by using its brand name recognition. they have mixed advertising, travel, and disney institute to the highest opportunities.
  • Explains that walt disney corporation is a high point of travel opportunity to all of its visitors that travel from across the world to visit.
  • Explains that disney is a trip destination for world travelers and the value visitors that are escaping the cold winter weather or want to get relief from the everyday doldrums.
  • Explains that disney has taken advantage of their brand name to become a new professional business, using their disney institute.
  • Analyzes how the walt disney corporation has utilized its name and brand institution to promote their theme parks, hotels, and businesses.
  • Explains that disney exists in a competitive environment, which includes the firm and competitors, suppliers, customers, new entrants, and substitutes.
  • Explains that disney must abide by many laws and regulations. the government can affect business opportunities through tax laws, economic policies, and international trade rulings.
  • Explains that the faa, equal employment opportunity commission, national labor relations board, and environmental protection agency have the power to investigate company practices and take legal action to ensure compliance with the laws.
  • Explains that the economic environment affects companies' ability to function effectively and influences their strategic choices.
  • Explains that disney is aware of social changes and adjusts to them.
  • Explains that disney changes its entertainments and prices according to the latest disney movie's out at that time. they also provide package deals when purchasing tickets for more than one entertainment location.
  • Explains that existing competitors for disney would be other theme parks that compete for the same customer base which is adults with children.
  • Explains that disney is innovative and keeps up on customer likes and dislikes designing new products, scheduling productions, and developing marketing plans because timely and accurate environmental information is critical for keeping walt’s competitive environment.
  • Explains that trends disney, inc. continually seeks out opportunities that would influence their future operations. the company has put its various ventures into four main business groups: parks and resorts, media networks, studio entertainment and consumer products.
  • Explains that disney took in $7 billion from its hotels, resorts and amusement parks in 2003. other attractions include the magic kingdom, epcot, disney-mgm studios theme park and disney's animal
  • Explains that disney's beach club villas in florida, consisting of 208 units spread over five "wings," were opened in 2002.
  • Explains that disney purchased abc, a major selling point for the deal was the acquisition of majority ownership in abc's crown jewel, espn.
  • Explains that espn's success is relevant considering the low to which abc has sunk. disney has purchased partial ownership stakes in networks such as a&e, the history channel, soapnet, e!
  • Explains that disney acquired fox family worldwide for $5.2 billion in 2001 and renamed it abc family.
  • Explains how management has become one of the most successful corporations today and is used as a model for other organizational giants.
  • Cites the walt disney company, disney online, and thomas s. bateman, scott. management; the new competitive landscape.
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