Stratégie de The Walt Disney company : une trop grande diversification ?

The first issue the walt disney company has to face concerns diversification: has it diversified too far? It is legitimate to consider such a question as the number of businesses disney presents has exploded since the company's beginnings. Indeed, being first a company based on movie-making, disney then expanded into the music business with records, into theatrical and television productions, into broadcasting networks, into theme parks and resorts, as well as into internet activities and sports teams ! Although Eisner got rid of some activities (Club disney, ESPN stores and Fairchild Publications) in 1999, we may still wonder if disney has diversified too much and has now a coherent offer through which it can really create value.

A diversification process cannot spare a company's image, that's why disney also has to focus on its brand image. Indeed, by entering new businesses, the company may jeopardize its brand equity and brand image. walt disney's original legacy seems to be fading, which provokes internal disagreements (between 1994 and 2000, 75 high-level executives left the company) as well as external negative consequences: disney has already suffered from boycotts because it failed to respect its original values and positions.