Stakeholders Analysis On Nintendo In 2006 Media Essay

Stakeholders Analysis On Nintendo In 2006 Media Essay Nintendo has implemented a strategy, which encourages people around the world to play video games regardless of their age, gender or cultural background (Nintendo, 2006) and appeal even to people who arent interested in games (Business Week, 2006) and smiles on peoples faces (Nintendo, 2008). Nintendo Co Ltd (Nintendo) and its new president Satoru Iwata believed due the complexity of games there are a lot of potential for gaming by other segments. Originally the games were built merely on action and targeted towards traditional over 18 year old male population (ESA, 2006). Nintendo decided to bring in the non-gamers and create an all-new consumer segment. Simplicity was the game and uses real live situations in the game such as Wii Fit. Nintendo designed and marketed Wii as an entertainment centre for the family. The average age of those purchasing games was 33 in 2005 compared to 38 in 2006 and 2007, 40 (ESA, 2006, 2007 and 2008). The games are devised to involve all age and gender groups including those who would like to spectators. It also seems that this had encouraged not only young people of the family asking parents to buy gaming devises, but the elders as well started to show keen interest in buying Wii. ESA (2007) indicates that 67% of American head of households play a video or computer game. Further it indicates that only 28.2% of the games are below the age of 18 and 62% of the total games are male. Wii created a competitive advantage by luring female and NPD (2009) indicated that 5% point increase in female gamers during 2009 compared to previous year and underscores the successes of Wii and other adult population who has not yet entered the gaming experience. Moreover Nintendo, also look of attracting customers above 50 years old and therefore they must create games that attract these groups. Health conscious people has also bought in gaming as they integrate into their life style and found to be beneficial. It has move from the notion that games create couch potatoes (obesity). Company Following the entrance of Sony and Microsoft into the industry, as new players there were not many success stories but rather fights over who would become the number one game. Nintendos net sales stagnated since 2004 and shot up with the introduction of Wii in November 2006. The vision of the new leadership was very crucial and was tested with launch of Nintendo DS and its other variants with the biggest change happening with Nintendo Wii in November 2006 (Joshi and Tsang, 2009). The company financial results grew tremendously with net income tripling by end of 2008 (914.9 M US$ in March 2006 to 2.393.3 M US$ by March 2008) (Joshi and Tsang, 2009)). Cash dividends of 1,260 Japanese yen in 2008, almost 3 times higher than year 2006 (390 Japanese yen) (Nintendo, 2009 and 2006). Companys stock prices rose to 64,500 Japanese Yen by end of 2008 from 17,880 Japanese Yen in year 2006 (Nintendo, 2009). Since the November launch of Wii until September 2009, company has sold over 53.97 M representing 48% of the total hardware sales by three main competitors (X Box 360, PS3 and Wii). Nintendo doesnt manufacture all of its own parts but depend on others. It usually buys parts from companies such as IBM (processors) and Panasonic (batteries) and so on. Nintendo has to keep good relations with these companies. Nintendo also focus on technology that would achieve more with less. The software designers where at the helm of the hardware development that ensure there are sufficient games and that they suit the development concepts. Competition The irony is that instead of going head to head with Microsoft and Sony Nintendo more or less created its own niche market. Sony and Microsoft have pursued that combination of computing power and graphics of its game, which Nintendo viewed it as a limiting factor to success and targeting the non-gamers. Nintendo to all our surprise used a combination of blue tooth technology, infrared, and motion sensor instead to create a user friendly and easy set up console. Moreover the simplicity reduced the cost and made it easy for its developers to design new games, which gave Nintendo a competitive advantage over its rivals. Nintendo gave a feeling of personalization by allowing users to create characters. The lack of high-end graphics such as HD could have been a competitive threat, but turned out to be an advantage since HD would take year to be established in homes. A threat to Nintendo is the ever increasing online and computer games market. During 2006 51% of the frequent game players were also seen to be gaming online as well (ESA 2006). The Low price of Nintendo has proved to be its biggest competitive advantage. There is a huge threat on the supply and demand of Wii, which could damage the market share of Nintendo through customer frustrations although Nintendo is quite comfortable with the current limited supply of the console. In the latest figures from NPD (NDP, 2010), sales of games are recovering from -20 to 5 in term of % change in dollars sales from Oct 2009 to December 2009. These present significant opportunities for Nintendo. Community From the information available there was no major regulatory restriction on the major markets areas. The market seems free to operate and to take the full advantage to capture a high market share in Europe and the US. The simplicity of the games made it easy for the programmers to design more and more games at very low cost. Nintendo has also open up Nintendo to private engineers and has now over 792 games. In terms of standards and guidelines for the industry The Commission of the European Communities announced to impose a fine of EUR149 million on October 30, 2002 referring that Nintendos past trade practices in Europe until 1998 fell upon limitation of competition within the EU common market which is prohibited by Article 81 in the EU treaty (Nintendo, 2006). The media can at times be a businesss enemy or a friend. Regardless which side it is on at any given time, the publicity the media gives helps position Nintendo and its products into the minds of consumers. Nintendo doesnt make all of its own components for the game. It buys parts from companies such as Panasonic, IBM and ATI. In addition, Nintendo may sell some of its own products online, but the majority of it sells is through other retailers (Walmart, Amazon, airport duty free shops, etc. are responsible for selling Nintendos products like the Wii. The product is a simple console with a simple wand. The wand type thing was the unique feature that was able to recognize the human body motions. It requires physical movement from players, which was good for health conscious parents especially for the kids. It is one of the reasons why this product was excellent for the family. The motion detectors would turn the hand movements into an on screen action simulating a real life experience. The product further evolved and included keeping fit as well whereby there is a combination of action on the screen together with physical exercise. The games were simpler to understand with a shallow learning curve. Price Nintendo was indeed right to understand that we do more with the little technology. Wii did not require heavy graphics and came with only a small 512MB flash drive. This enabled Nintendo to keep its console production cost low. Couple with that was a lower software cost as well. Wii was launched for USD 250 only, well below USD 399 being charged for XBOX 360 and USD 499 for a PS3 (Joshi and Tsang, 2009). Recently it is understood that they have reduce the Wii by USD 50. Nintendo due to lower cost generated profits from both hardware and software. Furthermore Nintendo was able to generate profits of up to USD 49 per console in US, Sony and Microsoft were loosing USD 300 and USD 125 per console at their respective launch prices (Joshi and Tsang, 2009). Place Wii were able to place and display the product at major super markets and shopping malls. However, after a year of its launch Nintendo failed in meeting the demand for the game. Nintendo has realized the uniqueness of the product, the willingness of consumers to wait to buy this product rather than look for alternatives. It seems the experience with Wii is unique that it is a game in a different league. Promotion Wii was designed for all age and gender and its advertisement reflected this philosophy. Nintendo used word of mouth (Joshi and Tsang, 2009) as its advertisement strategy. They made families (father to the child), hard-core gamers and modern moms as their ambassadors. They would play and share experiences with others. A number of kiosks were set up at many shopping malls show casing its features. Moreover their Commercials always showed groups of people, including generations of families, playing and interacting with each other. A classic example was the grandfather who mistook the Wii for the TV remote control and got stuck with the Wii. Nintendo has used all the classic methods of sales promotions, such as discount voucher and holidays give-ways. According to Sliwinski (2006) Nintendo expected to spend over USD 200 m in all of its promotional activity over the next year and is the largest advertising campaign in Nintendos history. About 80 percent of the budget will be spent convincing adults to purchase the system and shaking off Nintendos traditional consumer perception of being for children and teens. 4. If you were the VP of Marketing for Sony, how would you respond to the Wii. In its current state, the gaming industry is an attractive one with a total market opportunity of over $49.9 billion projected for 2001 and $85.7 billion in 2006 Joshi and Tsang, 2009) In the short term as the VP for Marketing is convince the developers to see how reduce the cost of X Box without diminishing its high quality. It might be an excellent to do like Nintendo bridge the gap between hardware and software development. New games should be introduced to attract women players. In the long-term as the VP for Marketing X-box should move in the same direction as Nintendo, the motion sensor technology and compete directly with Nintendo. This would be an additional functionality on the X-Box. We should move on the basis for doing more with X-box for less. The X-box should also be able to integrate with Windows operating system allowing interoperability between the system and become one.

Promoting Indigenous Family Health Essay

It is a known fact that Aboriginal and Torres Straight Islander populations don’t live as long as their western counterparts as shown by AMA Health Report Card (2011). ‘Closing the Gap’ (Calma 2008) is a campaign aimed at a national attempt to support and bring equity in health to our Aboriginal and Torres Straight Islander communities. In order to be successful in this we must identify the key issues causing this inequity and through public awareness and government campaigns such as ‘closing the gap’, we become closer to our goal of Aboriginal and Torres Straight Islanders reaching a full and greater life expectancy. Health reform initiatives are used to promote health care within their communities and encourage Aboriginal and Torres Straight Islanders to be educated about their own health. As a nurse, in order to assist in this process, an understanding of family centred health care and the Aboriginal and Torres Straight Islander concept of family must be utilized. With these two nursing skills, the local health initiatives and government campaign’s, we are providing the best opportunity and support for Aboriginal and Torres Straight Islander communities to take control of their health and ultimately ‘close the gap’. Key issues contributing to the ‘gap’ in health and life expectancy, as identified by AMA (2011), include; low income, limited education, low levels of employment, poor housing, affordability of health care, geographical access to health care and the acceptability of the health care practice to Aboriginal and Torres Straight Islander communities. Illawarra Aboriginal Medical Service (2013) is a local health reform initiative for Aboriginals and Torres straight Islanders that provides a culturally secure environment where they can access health care due to it’s geographical location, affordability and mostly acceptability. Illawarra Aboriginal Medical Service (IAMS 2013) has two centers within the Illawarra making it geographically accessible. The center is entirely aimed towards the better health of Aboriginals and Torres Straight Islanders, ensuring all health care is affordable and providing as much assistance and support where it may be needed to help these communities improve their health. The main key issue identified by AMA (2011) that is addressed within the IAMS (2013), is the acceptability. The two medical centers are entirely based on the care given to the Aboriginal and Torres Straight Islander communities, making them specialized and aware of cultural beliefs, customs and the correct communication techniques. The Illawarra Aboriginal Medical Services also employ Aboriginal and Torres Straight Islander members of the community as their staff providing a culturally secure environment and a greater concept of family centred care and the Aboriginal and Torres Straight Islander concept of family within their approach. The AMA (2011) states that Indigenous health workers are significant in facilitating the journey of Aboriginal and Torres Straight Islanders to better health. This also provides opportunities to the Indigenous communities to gain employment, contributing to the resolution for issues of low income and low levels of employment, as identified in the AMA Report Card (2011). Centers such as these provide Aboriginal and Torres Straight Islander families a culturally secure, accessible and affordable method to be treated for their health issues in a more comfortable surrounding. On a larger scale the Department of Health and Ageing run by the Australian Government have many programs and health reform initiates in place to assist in ‘closing the gap’ as identified by Calma (2008). Element three of the Indigenous Early Childhood Development National Partnership Annual Report (2011) have a goal of increasing the provision of maternal and child health services of Indigenous children and their mothers. To achieve this, the Child and Maternal Health Services component of their program includes $90. 3million to be used for New Directions Mothers and Babies Services (Department of Health and Ageing 2011). This initiative increases access for Indigenous mothers and their children to; antenatal and postnatal care, education and assistance with breastfeeding, nutrition and parenting, monitoring of immunization status and infections, health checks and referrals for Indigenous children before starting school and monitoring developmental milestones. This initiative provides Indigenous communities with access to health care that promotes better health in the new generation of Aboriginal and Torres Straight Islander Australians, designed to assist with ‘closing the gap’ by raising a new generation with fewer health issues. With this, we are able to address key issues identified by AMA (2011). The main key issue addressed by this initiative is access. Consultations are held with Aboriginal Health Forums to assist in the identification of priority areas for child and maternal health services. In their annual report, the Department of health and Ageing (2011) state that this ensures that access is given those most in need considering, geographic location, affordability and acceptance. The second key issue identified in the AMA Aboriginal and Torres Straight Islander Health Report Card (2011) addressed by this initiative is education. The funding provided builds a solid base for providing much needed education to mothers about their babies and already existing children. In order for a program such as this to be successful, health professionals allocated to educating Aboriginals and Torres Straight islanders must be equipped and prepared to deal with the problems faced by cultural barriers as well as being experienced in a family centred care approach (Taylor & Guerin 2010). Family centred nursing care is an important factor in the health outcome of any given patient (Bamm & Rosenbaum 2008). They also claim that there is no exact definition of family, instead, the meaning of family and their level of involvement in care provided, is determined by the patient themselves. The core concepts of successful family centred care are; respect and dignity, information sharing, participation, and collaboration (IFPCC 2013). These principles are the main constituents of effective family centred health care, and ultimately better health outcomes for the patient themselves (Mitchell, Chaboyer & Foster 2007). These concepts can be utilized, with a correct nursing approach, regardless of age, gender or cultural differences. To provide the best family centred care to Indigenous Australians, nurses must utilize the main concepts above, but also have an understanding of the Indigenous concept of family. The Aboriginal and Torres Straight Islander population have strong family values, however, it differs from the usual nuclear concept of family in common ‘western’ society. Their family has an extended structure, and in order to provide adequate family centred care, this concept must be understood by health professionals on all levels, including nurses (NSW Department of Community Services 2009). This concept of extended family and their Indigenous ‘community’ as their family means that children are not only the concern of their biological parents, but the entire community. Care of the children in indigenous communities is the responsibility of everyone. Family members can be blood-related, through marriage or through their community, such as elders. It is normal for a combination of mothers, fathers, uncles, aunties, cousins, brothers, sisters or elders to be involved into the care of the individual and these figures must be treated as their direct family even if not directly blood-related (NSW Department of Community Servies 2009). In order to provide family centred care, to not only Indigenous but also all patients, a therapeutic relationship and foundation of trust should be developed (Baas 2012). The principles of family centred care should also be incorporated, especially respect of the Indigenous culture and maintaining their dignity. Respect and dignity, combined with trust and a therapeutic relationship within the Indigenous community, information sharing, participation and collaboration should follow once enough trust has been developed. To gain the trust of Aboriginal and Torres Straight Islander patient’s and their family, firstly an understanding of their culture should be pertained. When needed, to be aware of such customs as ‘Men’s and Women’s business’, and to respect these practices within your care (Tantiprasut and Crawford 2003). This shows the patient and their family members, you respect them and their culture. Introducing yourself in a friendly and polite manner, including all family members present and always respecting cultural values is key to receiving respect back and developing trust. Acknowledge and actively listen to the needs of the Indigenous people and also their community in a culturally appropriate manner. As described in the practice resource for working with Indigenous communities published by DOCS (2009) showing respect for their elders and community leaders and involving them in important decision making processes will also show that you respect them, their culture and that they can trust you and eventually your advice regarding health issues. In order to successfully be accepted by the community, communication techniques need to be specialized to avoid offending any members of the family or misinterpreting their language. Gaining a basic knowledge of their community will assist in understanding the dominant family groups, language groups and preferred names. This ensures you don’t step out of your boundaries and remain respectful in your approach to their care. Including or consulting with Aboriginal health care workers regarding communication and Aboriginal-English would be beneficial to adequately understand their method of communication. Understanding non-verbal methods of communication and being aware of your own non-verbal communication is highly appropriate when consulting with Indigenous communities. Always speaking with respect, clearly, and avoiding jargon will deliver the best results when building a relationship within the tribes (NSW Department of Community Services 2009). Remaining open minded when consulting with Aboriginal and Torres Straight Islander communities in aspects of communication and family relations will avoid incorrect assumptions. It is also high important to play an active role within the community and their events. According to NSW Department of Community Services (2009) within Indigenous communities’ word of mouth is a powerful tool, once an outsider is known as someone who listens actively and can be trusted, the community will be eager to work collaboratively and participate in your health approach (NSW Department of Community Services 2009). When the principles of family centred care; trust, dignity, collaboration and participation, have all been achieved and a therapeutic relationship within the community has developed, the community will listen to your health advice. When introducing a health concept to the Aboriginal and Torres Straight Islander families it is important to engage them actively into your care (NSW Department of Community Services 2008). Using appropriate communication techniques to explain health issues and the reasons they need to be addressed provides them with education and knowledge regarding why interventions need to be implemented. Allowing them to discuss their options and decide as a community is also important, forcing them to uptake medical help could be seen as disrespectful. Allowing time to answer all questions and concerns from various members of the family in a manner they can understand identifies that you are actively listening and honestly concerned for their health. Demaio and Dysdale 2012 show that continuity of involvement in their community, and providing a continuous support network will only further build their trust in your advice. The ‘gap’ in health and life expectancy between Indigenous Australians and ‘westernised’ Australians is a concerning issue within the country (Calma 2008). Health reform initiatives are funded by the government and local organisations to provide accessible, affordable and culturally safe health care to our Aboriginal and Torres Straight Islander communities. These initiatives are designed to address the key issues identified in the AMA Report Card (2011) regarding barriers to health care. Approaching Aboriginal and Torres Straight Islander family communities utilizing the family health care principles and with a knowledge of their concept of community family and understanding of their culture increases positive outcomes in their health education and furthermore assisting to ‘close the gap’. References Aboriginal and Torres Straight Islander Corporation 2013, ‘Ilawarra Aboriginal Medical Service’, viewed 27 April 2013 www. illawarraams. com. au Australian Medical Association 2011, Best practice in primary health care for Aboriginal and Torres Straight Islanders, viewed 28 April 2013 http://ama. com. au/aboriginal-reportcard2010-11 Baas, L 2012, ‘Patient and family centred care’, Heart and Lung, vol. 41, no. 6, pp. 534-535. Bamm, E, Rosenbaum, P 2008, ‘Family centred theory: origins, development, barriers and supports to implementation in rehabilitation medicine’, Archives of physical medicine and rehabilitation, vol. 89, no. 8, pp. 1618-1624. Calma, T, 2008, ‘Closing the Gap: Campaign for Aboriginal and Torres Straight Islander health inequality by 2030’, Australian Government, Canberra. Demaio, A, Drysdale, M 2012, ‘Appropriate health promotion for Australian Aboriginal and torres straight islander communities: crucial for closing the gap’, Global Health Promotion, vol. 19, no. 2, pp. 58-62. Department of Health and Ageing 2011, Indigenous Early Childhood Development National Partnership Annual Report, viewed 28 April 2013 http://www. health. gov. au/internet/main/publishing. nsf/Content/1D00A20690DD46EFCA2579860081EEE4/$File/NewDirectionsMothersandBabiesServices-AnnualReport2010-11. pdf IPFCC 2013, Institute for patient and family centred care, viewed 28 April 2013 www. ipfcc. org. au Mitchell, M, Chaboyer, W, Foster, M 2007, ‘Positive effects of a nursing intervention on family-centred care in adult critical care’, American Journal of Critical Nursing, vol. 18, no. 6, pp. 543-552. NSW Deparment of Community Services 2008, Brighter futures: engaging with aboriginal children and families, viewed 28 April 2013 http://www. community. nsw. gov. au/docswr/_assets/main/documents/brighterfutures_enagaging_aboriginal. pdf NSW Department of Community Services 2009, Working with aboriginal communities – a practice resource, viewed 28 April 2013 http://www. community. nsw. gov. au/docswr/_assets/main/documents/working_with_aboriginal. pdf Tantiprasut, L, Crawford, J 2003, ‘Australian Aboriginal Culture’, R. I. C Publications, Sydney. Taylor, K, Guerin, P 2010, Health care and Indigenous Australians: cultural safety in practice, Palgrave Macmillan, South Yarra.

So, You Think You Know What an Architect Does

An architect is a licensed professional who organizes space. The art world may define space differently than the scientific world (where does space begin?), but the architecture profession has always been a combination of art and science. Architects design houses, office buildings, skyscrapers, landscapes, ships, and even entire cities. The services offered by a licensed architect depend on the type of project being developed. Complicated commercial projects are accomplished with a team of architects. Sole proprietor architects—especially architects just starting out on their own—will specialize and experiment with smaller, residential projects. For example, before Shigeru Ban won the coveted Pritzker Architecture Prize in 2014, he spent the 1990s designing houses for wealthy Japanese patrons. Architectural fees are based on the complexity of the project and, for custom homes, may range from 10% to 12% of the total construction costs. Space Design Architects organize different types of spaces. For example, architect Maya Lin is known for sculpted landscapes and the Vietnam Veterans Memorial Wall, but she has also designed houses. Likewise, Japanese architect Sou Fujimoto has designed houses in addition to the 2013 Serpentine Pavilion in London. Large spaces, like cities and entire neighborhoods within cities, are also designed by architects. In the early 20th century, Daniel H. Burnham created several urban plans, including for Chicago. In the early 21st century, architect Daniel Libeskind created what is called the master plan for redeveloping the World Trade Center area. Professional Responsibilities Like most professionals, architects also take on other duties and special projects. Many architects teach at colleges and universities. Architects organize and run their professional organizations, like the American Institute of Architects (AIA) and the Royal Institute of British Architects (RIBA). Architects have also taken the lead in stopping climate change and global warming, moving toward the goal of new buildings, developments, and major renovations being carbon-neutral by the year 2030. Both the AIA and the work of Edward Mazria, founder of Architecture  2030, work toward this goal. What Do Architects Do? Architects design and plan spaces (structures and cities), with consideration for looks (aesthetics), safety and accessibility, functionality for the client, cost, and specifying (the specs) construction materials and processes that do not destroy the environment. They manage the building project (large projects will have both a design architect and a project manager architect), and most importantly they communicate ideas. The architects role is to turn ideas (a mental activity) into reality (the built environment). Examining the sketch history behind a structure often indicates the difficulty in communicating design ideas. A complex building like the Sydney Opera House began with an idea and a sketch. The Statue of Liberty sat in pieces in a local park before Richard Morris Hunts pedestal design was realized. Communicating architectural ideas is an important part of an architects job—Maya Lins Entry Number 1026 for the Vietnam Memorial wall was a mystery to some of the judges; Michael Arads competition entry for the National 9/11 Memorial was able to communicate a vision to the judges. A licensed architect is the only designer who can rightfully be called an architect. As a professional, the architect is ethically bound by codes of conduct and should be trusted to abide by all rules and regulations associated with a building project. Throughout their careers, architects participate in continuing education and professional development, similar to medical doctors and licensed attorneys. And You Call Yourself an Architect? Only licensed architects should call themselves architects. Architecture was not always a licensed profession. Any educated person could take on the role. Todays architects have completed university programs and lengthy internships. Like doctors and lawyers, architects must pass a series of rigorous exams in order be licensed. In North America, the initials RA designate a registered, or licensed, architect. When you hire a designer, know what the letters after your architects name mean. Kinds of Architects Architects are trained and specialize in many areas, from historic preservation to structural engineering and from computer programming to environmental biology. This training can lead to a wide variety of careers. Many opportunities are available to the college graduate with a major in architecture. An information architect is a person who plans the flow of information on Web pages. This use of the word architect is not related to building design or what is known as the built environment, although computer-aided design and 3D printing may be specialties within the field of architecture. Architects often design buildings, but a Building Designer is not usually a licensed architect. Historically, architects are chief carpenters. The word architect comes from the Greek word architekton meaning chief (archi-) carpenter or builder (tekton). We often use the word architect to describe the artists and engineers who designed historic buildings or iconic towers and domes. However, it was only in the twentieth century that architects were required to pass tests and be licensed. Today, the word architect refers to a licensed professional. Landscape architects often work closely with a buildings architects. Landscape architects analyze, plan, design, manage, and nurture the built and natural environments, according to their professional organization, The American Society of Landscape Architects (ASLA). Landscape architects have a different educational tract and licensing requirements than other registered architects of the built environment. Other Definitions of Architect Architects are licensed professionals trained in the art and science of the design and construction of buildings and structures that primarily provide shelter. Additionally, architects may be involved with designing the total built environment—from how a building integrates with its surrounding landscape to architectural or construction details that involve the interior of the building to designing and creating furniture to be used in a specific space.—National Council of Architectural Registration Boards (NCARB) The most basic definition of an architect is a professional who is qualified to design and provide advice—both aesthetic and technical—on built objects in our public and private landscapes. But this definition barely scratches the surface of an architects role. Architects serve as trusted advisors, their role is holistic, blending diverse requirements and disciplines in a creative process, while serving the public interest and addressing health and safety matters.—Royal Architectural Institute of Canada (RAIC) Sources: Commercial Architectural Fees at architecturalfees.com; Becoming an Architect, National Council of Architectural Registration Boards (NCARB); What is an Architect, Architecture Architects, Royal Architectural Institute of Canada (RAIC); About Landscape Architecture, The American Society of Landscape Architects [accessed September 26, 2016]

Disney Analysis - 2267 Words

Case Analysis of The Walt Disney Company: The Magic of Disney Fall 2003 Sean Housley Haas School of Business University of California, Berkeley MBA Candidate, Spring 2004 housley@mba.berkeley.edu Abstract Disney has led the entertainment industry for much of its storied 80-year history. What exactly is the ‘Magic of Disney’? And how has Disney sustained the magic for so long? This paper analyzes Disney’s historical competitive advantage, drawing emphasis on the remarkable synergies Disney created across its various businesses. This paper then addresses the contributions of CEO Michael Eisner, credited with restoring Disney to greatness in the mideighties. Finally, this paper evaluates Disney’s growth strategy over the last decade.†¦show more content†¦He also correctly predicted that television would be an important medium, and introduced the highly popular â€Å"Mickey Mouse Club† in 1955. Finally, Disney correctly bet big on entering theme parks with Disneyland in 1955. Imperfect Mobility and Co-specialization Disney’s strong legal protection makes it nearly impossible for competitors to copy or imitate Disney’s chara cters. In addition, the parts comprising the Disney whole would be of less valuable to a poacher than they are to Disney. This is because, for Disney, the sum of the parts is greater than the whole. In a word, synergy. Even if a competitor succeeded in hiring away key talent, for example, the competitor would still lack the tradition, culture, and complementary assets that make up Disney. Synergy Disney has mastered the art of the cross-sell. It has done so by leveraging its characters and carefully controlling its image, driving toward a unified, highly valued customer experience. An example best illustrates this. Consider a typical multi-day family trip to Disney World. A family books lodging months in advance at a hotel inside the park. 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