1. SONY

2. Strategic Alliance

3. Disney Background Established 1923
Founders: Walter Disney and Roy Disney
Disney bought audio oscillators from HP
and created “Fantasia”
Disney Business segments:
Media Networks
Parks and Resorts
Studio Entertainment
Consumer Products

4. Disney Background Established 1923
Founders: Walter Disney and Roy Disney
Disney bought audio oscillators from HP
and created “Fantasia”
Disney Business segments:
Media Networks
Parks and Resorts
Studio Entertainment
Consumer Products

5. HP Background Established 1939 Founders: Bill Hewlett and Dave Packard
First Product: audio oscillator
HP’s 3 main core areas:
The Personal System Group
The Imaging and Printing Group
The Technology Solutions Group

6. Mission: Space 10 years alliance agreement
Located in Walt Disney World Resort at
Epcot theme park, Florida
Provide the environment of space trip
The sites also include the following activities:
Mission: Space Pavilion
Mission: Space Attraction
Mission: Space Advanced Training Lab
Mission: Space Cargo Bay

7. Strategic Fit Mission: Space
“The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Disney seeks to develop the most creative, innovative and profitable entertainment experiences and related products in the world.”
To check strategic fit
1) Comparing mission statement of Disney to HP.
2) Can two companies strengthen up each other’s weakness in order to achieve the goal?

8. What’s in it for all Stakeholders?
Stakeholders include employees, customers, owners, and executive managers.
First benefit  increasing in market shares through co-branding.
Second benefit  earned cost saving from the alliance by sharing resources.
Third benefit  increase in productivity by:
enhance the productivity as in both the companies can increase their production capacity and have wider market share.
improving the product/service quality , improve communications, and improve working relationship

9. Alliance Structure Enhanced entertainment experiences
Disney
Enhanced entertainment experiences
Team of “Imagineers” HP
Development of new technologies
$ 100 m. computer system
Support what makes the Disney experience magical
NASA
Provide Scientific Info.

10. Types of Alliance
Solution-specific alliance
“technology”

11. Impact and Performance
'digital decade’ in next 10 years
Both Disney and HP are highly successful brands that constantly try to deliver more compelling products and experiences to customers by applying technology.
“We believe this is one of the coolest attractions that Disney has dreamed up.” said HP’s CEO, Carly Fiorina .

12. Current situation

13. Welcome to Mission: Space

14. Future Direction The Innovation Dream Home
Technology from HP to Disney:
HP TouchSmart PC
HP Blackbird 002 Desktop
HP Pavilion HDX Entertainment Notebook
HP SL4778N 47-inch MediaSmart TV
HP MediaSmart Server EX475
HP MediaSmart Connect
HP iPAQ510 Voice Messager

15. Key Success Factors
By alliance with each other, they both have win-win situation.
Factors to success are:
HP gives opportunity to the Walt Disney to make their dream come true concept success.
Disney developed an easier access to their customers
Both enjoy revenue
Co-branding; created market power to the both of them
Add Value to both brands
Better image for their firms and stakeholders
Strengthen HP as the leader of the technological industry, and reinforce of how the Walt Disney is the giant enterprise in the entertainment and media world.
Win-Win situation for both firms

16. The connections link from customers to Disney, Disney to HP, and customers to HP and this triangle have brought all of them different satisfactions depending on their needs.

17. Summary
The alliance of Disney and HP should be successful because they shared many benefits together
- Productivity Increases: increase their quality as well as the number of units being produced.
- Partnering with the Experienced: share information on what they do best and then focus on their constraints and develop ideas.
- Alliance can also increase productivity by:
Market intelligence
Make market forecast
Improve product quality
Improve working relationships
Improve communication
I Improvement of products/services

18. Thank You