Today, Globalization is the most difficult challenge faced by management and CEOs of large organisation and along with that it has become more difficult to identify internationalization strategies to do business. International business has focused on actions and outcomes of decisions by organisation functioning across boundaries. (Buckley & Ghauri, 2015). Business alliance is another way in which one company signs an agreement to form a merger with another company to reduce cost and improve service for their customers. This report includes an International Business Strategy for the management team of Disney which has agreed to buy most of the 21st Century Fox in a merger of worth $66bn and the external as well as internal analysis of Disney followed by recommendations. Because of this merger it will fast-track the Hollywood’s alteration to streaming-video town from film capital. Furthermore, Disney will also be benefited form dozens of cable networks which they will receive from 21st Century Fox (Anon., 2017). Bob Iger, the chief executive of Disney has placed a daring bid to make Disney into a innovation monster to challenge Netflix. Although Disney’s point is to attract far nearer to its clients by offering video excitement specifically to them on the web.
2. EXTERNAL ANALYSIS OF DISNEY
2.1 PORTER’S FIVE FORCES
The Porter’s five forces are important tool for understanding the focused structure of an organisation. It helps to identify the competitors and understand the way they can decrease its ability to make profit (Michaux, 2015). Five forces consist of the threat of new entrants, supplier bargaining power, buyer power, the threat of substitute product and rivalry. This current Porter’s Five Forces examination of Disney focuses on the essentialness of the outer condition in deciding business achievement. The organization must adjust its methodologies to the powers and attributes of the focused powers evaluated in this outer investigation.
2.1.1 RIVALRY: High
Walt Disney has a strong competitive rivalry. The external factors which are affecting Disney are many firms in the market, high aggressiveness of firms and moderate differentiation (Brown, 2017). Among of all, the presence of too many firms in the market is only the external factor that directly explains to durable competition that Disney is experiencing. For example, many companies that produces high-quality animated movies compete against Disney Pixar Animation studios (Brown, 2017). Subsequently, this outer investigation focuses to firm forcefulness and populace as the most critical key administration issues as to the level of rivalry. The outside variables in this segment of Porter’s Five Forces examination structure force the solid power of aggressive contention against The Walt Disney Company’s worldwide business (Brown, 2017). Moreover, moderate differentiation adds to rivalry but only moderately. The competitors of Disney are Viacom, Sony, Comcast etc. Overall, the rivalry can consider as high for Disney.
2.1.2 BARGANING POWER OF SUPPLIERS: Weak
Every organisation in an Entertainment Industry buys their raw materials from different suppliers. The bargaining power of suppliers means the capability of suppliers to increase prices of the product and lessen the quantity of goods and services (Peng, 2008). The margins that Walt Disney can earn in the market can reduced by the dominant suppliers even though Disney maintains its own value chain by itself by supplying and producing its films and TV programs in the market. Sometimes suppliers may have strong bargaining power when their customer firm is not so important, which is not in the case of Disney (Peng, 2008). And even there are large number of suppliers of Disney which keeps the bargaining power of supplier low (e.g. electronics Arts, Hulu, Barneys New etc.). This all contributes to low supplier bargaining power.
2.1.3 BUYER POWER: Strong
The dealing energy of customers has expanded over the time particularly in the administration and in media outlets. Customers are demanding a lot and they want to buy offerings by paying minimum price. By doing this it will put pressure on Disney’s profit in long run. The external analysis shows that Walt Disney has minimal switching cost, reasonable price sensitivity and sensible capability of substitute. Due to minimal switching costs customers easily switch form one provider to another (Hill & Jones, 2008). Usually, when the customers are buying in large quantities then they will use their purchasing power to reduce the price.
2.1.4 THREAT OF NEW ENTRANTS: Weak
The threat of new entrants for Disney is considered as weak force as it takes a huge investment to compete with Disney which is not possible for everyone in the market. Disney is dominating the market since long and creating a brand requires both time and investment which is hard and riskier for any new firm. Though new entrant brings the new capacity for production but in this case of Disney its difficult as it requires huge capital to enter the market (Analoui & Karami, 2003). Thus, threat of new entrants is low.
2.1.5 THREAT OF SUBSTITUTE: Low
There is moderate accessibility of substitute because of the image that Disney has created in the entertainment market. The prices of the Disney’s product are kept low, so it is hard for competitor to imitate the price and the product. Moreover, Disney is continuously updating its products and services, so their customers will stay loyal and happy. Substitutes always exist but it is easy to overlook as they appear dissimilar form the Disney’s product (Porter, 2008). Overall, threat of substitutes is rated low for Disney.
3. INTERNAL ANALYSIS OF DISNEY
3.1.1 TANGIBLE RESOURCES
(i) Physical resources:
– Disney Junior
– ABC Television group
– ESPN Inc.
– Disney music group
MOVIES AND THEATRE
– DisneyToon studios
– Walt Disney pictures
– Pixar animation
– Disney cruise line
– Disneyland resort
– vacation clubs
(ii) Financial resources: Disney has cash resources of 4,268bn, cash receivables of 8,019bn, Net Income of 8,851bn and retained earnings of 6073bn (Sisolak, 2016). In 2014, Disney valued its entire film library a $1.4 billion and it has a total asset of $1.2 billion approx. (Grant, 2016).
(iii) Technological resources: Disney is utilizing manmade brainpower on its new shopDisney web based business website to give clients more customized encounters. For instance, the retailer is classifying SKUs and site looks by means of AI and machine figuring out how to deliver more pertinent item proposals and site query items (Keenan, 2017). The innovation is working with an extended item collection, as Disney needs to have the capacity to offer its clients more than its own vertically incorporated items (Keenan, 2017). For example, trademarks, copyrights, trade secrets etc.
3.1.2 INTANGIBLE RESOURCES
(i) Human resources: At Disney, they believe that employees must have best business etiquette and practices. They value the human resources by serious role of workers carried out in everyday operations and by training programs on codes of ethics (Sisolak, 2016). Disney has harassment stoppage policies and they put significant importance on inspiring employees.
(ii) Innovation: A solid feeling of innovation goes through the whole operations of the Walt Disney Company and the numerous types of amusement media created by the enterprise. Walt Disney also organises ‘Disney Innovation Day’ where new tech start-ups are invited to present their ideas in front of investors (Brachmann, 2014).
Since the company started, it has exceeded expectation at content advancement for youngster, channel administration and copyright security. They apply this capabilities to organisation as assorted as animated movies, parks, television, projects making them all particularly its own (Adolph, et al., 2012). Disney has amazing capability and assets of many years form the ownership of theme park and global knowledge. While expanding in China, Disney does not want to make the same mistake which they made in Paris and Hong Kong. They are getting benefited from the joint venture in china and providing them neighbourhood information and traditions. They have tremendous spending plans on theme parks and the capability to set up parks in all the countries over the world.
3.3 NEW DISNEY’S STRENGTH AND WEAKNESS
With the merger of Disney and 21st century fox the Disney will able to construct its OTT Platform. And besides that, owning a major part of Hulu will give control of SVOD service (Rivas, 2017). Although, Disney is as of now one of the most grounded players in the Media Networks industry, the securing of Fox’s benefits would strengthen its position further and give the organization additionally bartering power with Cable TV suppliers. It will be able to acquire customers by selling video content online directly.
With the Disney buying fox the mature movies and tv contents might go away as they could stop making R-rated movies. And this merger would not be beneficial for the whole industry which will lead to less assorted movie industry. Disney taking over all its contents from Netflix would make it weak as it will lose its fan following.
4. VRIO ANALYSIS OF NEW DISNEY
UNUSED COMPETITIVE ADVANTAGE
SUSTAINED COMPETUTIVE ADVANTAGE
Hence, the VRIO analysis states that the Disney after merging with 21st century fox can rapidly increase their services and earn profit in the international markets. With the international knowledge they have can be useful to expand their business.
Structuring the external and the internal analysis on Disney buying Fox, it is recommended that Disney should start innovating new product which will bring new customers as well as current customers to buy its products. Considering the Porter’s five forces to tackle the threat of new entrants, Disney should spend more money on its R which will reduce the profits for new firms in the market. It should also lower the fixed cost by creating the economies of scale. Moreover, to tackle bargaining power of buyers and suppliers, it should try finding substitute of raw materials so if the price of one goes up it can transfer to another. They can also create a huge base of the consumers and provide great deals and discount to customers. Threat of substitute and rivalry can be overcome by understanding the needs of consumers and hiking the switching cost. Even though Disney is taking liability by purchasing Fox, if it follows the above recommendations it can become asset for the firm and in near future with the help of cable networks it will strengthen up the Disney’s part in negotiations of fees. By acquiring Fox’s international assets it help Disney to advertise its brand outside United States.