Creating The Corporate Marketing Function - 1429 Words

Many firms try to gain competitive advantage by operating in several businesses simultaneously, including Walt Disney Company. It used both vertical and horizontal integration for its approaches. In expanding the firm by integrating preceding production processes, the company becomes its own distributor with the creation of Buena Vista Distribution and has its own network to broadcast its production, ABC. This way, the company is not dependent on any single industries. Also a part of the forward integration strategy is creating the corporate marketing function. After producing their animated and live action films in its own studios, the marketing team can coordinate the advertisement of companywide products and services, then it can†¦show more content†¦One of the new vertical integration expansions in Eisner’s era is the establishment of corporate marketing function that is able to help the company in reducing transaction costs. With all the new and expanding product s Walt Disney Company creates in every short amount of time, marketing would play a big part. Instead of each individual businesses spending search costs in making decisions when outsourcing, then the negotiating, contracting, and monitoring costs that comes afterwards, not to mention the enforcement costs, it would be more cost saving if there is a marketing function that coordinates with the previous stages of all the businesses. In Walt Disney’s era, Disney has created television programs in a TV network ABC and it still continued in Eisner’s era. As time pasts, Eisner decided to do another vertical integration strategy by buying ABC instead which was considered ideal at the time. Disney is doing a forward integration by broadcasting its productions in its own programming distribution channel it has bought. This strategy creates a more secure distribution process of the company’s production. An alternative approach is the related diversification strategy. With this strategy, Walt Disney Company can benefit from horizontal relationships across different businesses by pooling shared activities in the sales force. This enables the company to benefit from economies of scope. Disney started focusing more on theirShow MoreRelatedProject Essay699 Words   |  3 PagesProject Oxygen using the functions approach, Mintzbergs roles approach, and the skills approach. I feel the function approach is one of the methods used in classification of activities that occur in marketing processes by breaking down the processes into functions. A marketing function is defined as a major specialized activity performed in accomplishing the marketing process, buying function, transportation function, processing function, storage function and selling function. 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