The World’s Most Reputable Companies 2016
Table 4. The World’s Most Reputable Companies 2016
Company Rank
Rolex 1
The Walt Disney Company 2
Google 3
BMW Group 4
Daimler (Mercedes-Benz) 5
LEGO Group 6
Microsoft 7
Canon 8
Sony 9
Apple 10
Brand names:
The brand of Disney is well-known all over the world for many decades. It was
also ranked 13rd in the World’s Most Valuable Brands, 2016. This is the most
valuable and rare advantage of Disney.
The Walt Disney Company Case Study
40 FCU e-Paper (2016-2017)
Table 5. The World’s Most Valuable Brands, 2016
Rank Brand Brand
Value
1-Yr
Value
Change
Brand
Revenue
Company
Advertising
Industry
#1 Apple $154.1 B 6% $233.7 B $1.8 B Technology
#2 Google $82.5 B 26% $68.5 B $3.2 B Technology
#3 Microsof
t
$75.2 B 9% $87.6 B $1.9 B Technology
#4 Coca-Co
la
$58.5 B 4% $21.9 B $4 B Beverages
#5 Faceboo
k
$52.6 B 44% $17.4 B $281 M Technology
#6 Toyota $42.1 B 11% $165.1 B $3.6 B Automotive
#7 IBM $41.4 B -17% $81.7 B $1.3 B Technology
#8 Disney $39.5 B 14% $28 B $2.6 B Leisure
#9 McDona
ld’s
$39.1 B -1% $82.7 B $719 M Restaurants
#10 GE $36.7 B -2% $92.3 B – Diversified
Note: Brand values are calculated as the net present value of future earnings generated
by the brand.
The Walt Disney Company Case Study
41 FCU e-Paper (2016-2017)
Customer’s attendance:
Disney has strong customer’s loyalty, it can be seen by the huge attendance in
every single theme park especially in USA. They have long queue of visitors, you
even have to wait hours even in weekdays, this number of visitor in hot season is
much higher and raising ticket price is considered to be needed measure to control the
crowd.
Patent
Media Technology: Disney thrives to bring the best experience to its millions of
guests every year, new technology is being developed and put into use continuously.
The brilliant engineers and artists of Disney put their minds together to introduce the
world to the newest entertainment experience and services. Patents of Disney covers a
wide range from control systems to artificial intelligence, from image projection to
user application, and much more.
Entertainment
Characters and plots (from Films and TV series): One of Disney Parks and
Resorts’ biggest strategy is telling stories, and people goes to Disney’s theme park for
the “theme”, the fairy tales they enjoyed as a kid (eg. Cinderella), the TV series (eg.
Tinkerbell) and films they watched and love (eg. Toy Story), and etc. These beloved
characters and stories are Disney’s biggest attraction, what all other parts of Disney is
built upon. This is what makes Disney special and different from other theme parks,
and cannot be easily imitated.
The Walt Disney Company Case Study
42 FCU e-Paper (2016-2017)
Culture
Disney’s core value is to bring happiness to everyone. To reach this goal, they
always immerse corporate value and organizational culture into new employee
orientation training. If someone who cannot fit into the culture, then s/he would not be
hired. And now they even treat this training process as a product. They sell to others
who are willing to learn and like Disney culture and value.
6.1.3 Human Resources
Loyalty of employees:
Disney gets the loyalty of employees by good salary rate, welfare and company’s
culture and environment. In Disney US, Average Walt Disney Parks and Resorts
hourly pay ranges from approximately $7.25 per hour for Planner to $20.31 per hour
for Host/Hostess. The average Walt Disney Parks and Resorts salary ranges from
approximately $14,500 per year for Greeter to $85,045 per year for Project Manager.
How much does Walt Disney Parks and Resorts in United States pay?
Average Walt Disney Parks and Resorts hourly pay ranges from approximately
$7.25 per hour for Planner to $20.31 per hour for Host/Hostess. The average Walt
Disney Parks and Resorts salary ranges from approximately $14,500 per year for
Greeter to $85,045 per year for Project Manager.
Employees level:
Disney has talented labor force that are experts in their fields. This can be seen
by their job experience and certification in many areas.
The Walt Disney Company Case Study
43 FCU e-Paper (2016-2017)
6.2 Capabilities
Below are the capabilities of Disney, including acquisition, management, innovation,
and services.
Table 6. Capabilities
Capabilities
Acquisition Purchasing successful companies (Pixar, Marvel Studios, Lucas
film), bringing in new contents
Management In addition to conventional function-based departments, also
includes more specialized departments.
Innovation They apply new tech into their rides and all surrounding
Services The entire park has free wifi for all guests.
Acquisition
Disney has been generating classic fairy tales for decades, but now creating a
popular and profitable story is harder than ever. Therefore, why not just directly
harvest stories that has already generated its large fan base? Disney’s acquisition of
Marvel Studios and Lukas film (Star Wars) not only requires capital, but also a great
vision and boldness to execute. This can be considered as one of Disney’s strongest
capabilities: knowing when to take a leap of faith.
Management
Instead of the conventional hierarchical management style, Disney Parks and
Resorts had its organization structure designed around specific functions and project.
The Walt Disney Company Case Study
44 FCU e-Paper (2016-2017)
Each department has its main objective, if needed, collaboration between departments
could be direct and straight forward.