Marketing Expenses, Perceptual Map, and Organizational Chart
Conduct an analysis of Marketing Expenses, Perceptual Map, and Organizational Chart
Strategy Selection, Organization, and Development Analysis
This paper presents a summary of how the analysis prepared in preceding assignments my CLC group has accomplished in the course influenced reports for Parts I, II, and III of the CLC assignment, which focus on marketing expenses, perceptual map, and organizational chart respectively. Besides, the paper discusses the potential strategies to capitalize, as well as add value to Disney in relation to the analysis of this information.
Analysis executed in the previous assignments completed by my CLC group, particularly the allocation of marketing funds in relation to the levels of marketing competition in the market, greatly influenced the analysis in Part I that compares Disney’s marketing expenses to those of its primary rivals, Comcast and ViacomCBS. The previous assignment influenced the identification of various categories of expenses to be included in the comparative analysis including promotion, advertising, and marketing. For instance, since the exact expense information about Disney’s promotion, marketing, and advertising missing, information provided in the shareholders’ report on administrative, general, and selling among other expenses were used based on the knowledge from the previous assignment. As a result, the findings revealed that Disney’s marketing expense allocation doubles that of Comcast and is more than double that of ViacomCBS. Kaleka and Morgan (2017) emphasize the need for allocating enormous marketing budgets for large organization as a step towards attaining a competitive edge over rivals when it comes to marketing effectiveness. As such, the Group concluded that Disney’s larger budgetary allocation for marketing relative to its rivals is attributed to the fact that the company is an extremely large media firm.
The report for Part II, which focused on Disney’s Perceptual Map, was also influenced by previous assignment conducted by my CLC group, particularly the assignment related to the development of a perceptual map. Lee et al. (2016) considers a perceptual map a visual depiction of the views of potential customers and existing customers concerning specific attributes associated with an organization, idea, service, product, or brand. This assignment greatly influenced our group’s ability to determine the relationship between product’s cost and customer satisfaction and willingness to pay for high-cost commodities. In relation to this, the findings revealed that Disney comes third in the Industry after Comcast and Sony respectively. It was also established that customers are satisfied with and willing to pay for high-cost products offered by Disney that give them the value they need as argued by Lee et al. (2016).
Part III of the report was also greatly influenced by the previous assignment completed by my CLC group on organization chart and strategy implementation. Akpan and Waribugo (2016) emphasize the significance of having an organizational structure that facilitates strategy or change implementation. In relation to this, our CLC group employed the knowledge acquired in the previous assignment in determining and designing an organizational structure that can ensure that Disney implements its new growth strategies. Disney’s existing organizational chart reveals a tiered graph of leadership as well as present executive titles. Nonetheless, the proposed change was associated with creation of more clarity in the organization’s theme park divisions. As such, the divisional organizational structure was considered appropriate for the implementation of the proposed strategy and future strategies. According to Joseph, Klingebiel, and Wilson (2016), the divisional organizational structure establishes functional activities executed both centrally and in every distinct division, which in turn provides a clear avenue for strategy implementation. Based on the analysis conducted about Disney in relation to strategy selection, organization, and development analysis, the most appropriate marketing strategy for the company is virtual media that integrates Disney+, Hulu, and ESPN+. Moreover, the company’s pricing strategy should be aligned to be slightly lower than that of Comcast to ensure that Disney stays on top of the market in terms of customer satisfaction. Divisional organizational structure should also be adopted by the company to promote strategy implementation and growth.
In conclusion, this paper has effectively summarized how the previous assignments executed by my CLC group influenced the preparation of the reports of Parts I, II, and III. The paper has also proposed the appropriate strategies for Disney in relation to capitalizing and adding value to the company.
Akpan, E., & Waribugo, S. (2016). The Impact of Structure on Strategy Implementation Among Telecommunication Firms in Nigeria. European Journal of Business and Management, 8(14).
Joseph, J., Klingebiel, R., & Wilson, A. J. (2016). Organizational structure and performance feedback: Centralization, aspirations, and termination decisions. Organization Science, 27(5), 1065-1083.
Kaleka, A., & Morgan, N. A. (2017). Which competitive advantage (s)? Competitive advantage–market performance relationships in international markets. Journal of International Marketing, 25(4), 25-49.
Lee, A. J., Yang, F. C., Chen, C. H., Wang, C. S., & Sun, C. Y. (2016). Mining perceptual maps from consumer reviews. Decision Support Systems, 82, 12-25.