You are on page 1of 16

INDIVIDUAL ASSIGNMENT

Module Code and Module Title: ABUS015-3-2 / Organisational Behaviour

Intake Code: UCD2F1204DIA

Name of Lecturer: Thanam A/P Subramaniam

Date Due: 30 November 2012

Table of Contents
Introduction of The Walt Disney Company........................................................................ 2 OB practices in The Walt Disney Company ....................................................................... 4 Attitudes and job satisfaction .......................................................................................... 4 Motivation ....................................................................................................................... 7 Organisational Culture .................................................................................................. 10 Conclusion ........................................................................................................................ 12 References ......................................................................................................................... 13

Introduction of The Walt Disney Company


The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media (Walt Disney Internet Group, n.d.). Headquartered in Burbank, California, United States, the company is best known for bringing decades of fantasy and fun to families through its amusement parks, television series, and many classic live-action and animated motion pictures (FundingUniverse.com, n.d.).It is founded by Walter (Walt)Elias Disney and his brother, Roy O. Disney as the Disney Brothers Cartoon Studio in October 16, 1923 (FundingUniverse.com, n.d.). An early and well-known cartoon creation of the company, Mickey Mouse, is the official mascot of the company (FundingUniverse.com, n.d.). The Walt Disney Company is currently the worlds second largest media and entertainment company including the Walt Disney film studios and their subsidiary Touchstone, film distributor Buena Vista International, ABC (American Broadcasting Company) one of the three largest television channels in the United States of America, numerous niche channels such as Disney Channel, Jetix, Toon Disney and Playhouse Disney, American sports channel ESPN as well as theme parks all over the world(Institute of Media and Communications Policy, 2012). It operates as four primary divisions: Media Networks which covers Disneys vast TV, publishing, internet operations and Cable networks which includes ABC, Disney Channel and ESPN; Parks and Resorts which covers Disneys vast amusement parks, hotels, cruise ships and vacation areas; The Walt Disney Studios or Studio Entertainment which includes film production, recording label, and theatrical divisions; and finally Disney Consumer Products which consists of their product marketing groups and production of items for sale to the public, such as toys, clothing, books and magazines(Walt Disney Internet Group, n.d.). Its main entertainment features and holdings include Walt Disney Studios, Disney Music Group, Disney Theatrical Group, Disney-ABC Television Group, Radio Disney, ESPN Inc., Disney Interactive Media Group, Disney Consumer Products,Disney India Ltd., Pixar Animation Studios, Marvel Entertainment, The Muppets Studio, and UTV 2

Software Communications(Walt Disney Internet Group, n.d.). Its resorts and diversified holdings include Walt Disney Parks and Resorts, Disneyland Resort, Walt Disney World Resort, Tokyo Disney Resort, Disneyland Paris, Euro Disney S.C.A., Hong Kong Disneyland Resort, Disney Vacation Club and Disney Cruise Line(Walt Disney Internet Group, n.d.). Besides, it has several Disney Internships and Programs which offers students to experience the real-life working world and the organization culturein Disney World, such as Disney College Program and Disney Professional Internships for students who are attending school in the United States; Disney Culinary Program for students who are attending school in the United States and Puerto Rico studying Culinary Arts or Baking and Pastry;and Disney International Programs for students who attend schools outside of the United States in select countries(Walt Disney Internet Group, n.d.).

OB practices in The Walt Disney Company


Attitudes and job satisfaction
Major job attitudes such asjob satisfaction, job involvement, psychological empowerment, employee engagement and Perceived Organizational Support (POS)are practiced in the company.Over the years, many of its individual business segments and regions have conducted employee surveys(Walt Disney Internet Group, n.d.). In 2010, the company launched the first-ever global survey in which all employees of The Walt Disney Company and affiliated companies were invited to participate(Walt Disney Internet Group, n.d.). More than 82,000 people from more than 40 countries participated in the employee survey(Walt Disney Internet Group, n.d.). This represents a participation rate of roughly two-thirds of the cast members and employees who received the survey(Walt Disney Internet Group, n.d.). The survey results that its employees and cast members: Are proud of The Walt Disney Companys reputation and brands(Walt Disney Internet Group, n.d.). Survey responses indicate this pride primarily comes from the sense of its ground-breaking creativity and innovation(Walt Disney Internet Group, n.d.). Feel like they are being treated with respect and that the company values different points of view(Walt Disney Internet Group, n.d.). Indicate that both Disney as a whole and individual business units have strong cultures(Walt Disney Internet Group, n.d.). Enjoy their work and find it challenging(Walt Disney Internet Group, n.d.). Believe they have been given a solid foundation for success in their jobs(Walt Disney Internet Group, n.d.). The survey also calls attention to opportunities for improvement in the working environment(Walt Disney Internet Group, n.d.). Its employees and cast members: Feel it must continue to look for ways to spur innovation on a regular basis across all businesses(Walt Disney Internet Group, n.d.). 4

Want more feedback on performance and want to have a regular dialogue with leadership about their future and potential career opportunities at the company(Walt Disney Internet Group, n.d.).

The survey results are being shared with all employees and cast members at both the segment and department levels(Walt Disney Internet Group, n.d.). Many of them will have the opportunity to participate in ongoing focus groups and action planning teams(Walt Disney Internet Group, n.d.). Open communication, especially among employees and their leaders, helps build an engaged workforce(Walt Disney Internet Group, 2008). Executives of the company often include a Q&A segment in town hall meetings, executive coffees and employee forums. Some executives also provide the opportunity to submit questions for these meetings anonymously in advance(Walt Disney Internet Group, 2008). Employees have the opportunity to ask questions of senior leadership without censorship or repercussions. Most senior executives have an open door and open e-mail policy(Walt Disney Internet Group, 2008). And several senior executives have an e-mail box or voicemail box specifically for questions and suggestions(Walt Disney Internet Group, 2008). Each business segment of the company gives employees the opportunity to have a voice through employee surveys(Walt Disney Internet Group, 2008). The surveys allow for regular feedback and action planning and provide leaders with an opportunity to discover what is important to Disneys employees and cast members(Walt Disney Internet Group, 2008). Some business segments of the company provide opportunities to bring employees closer to the brand and business and, where appropriate, to participate in business decisions(Walt Disney Internet Group, 2008). For example: Studio Executive Coffee Series and "Studio Exclusive" Video Series both provide employees with increased access to their senior leaders through intimate Q&A events(Walt Disney Internet Group, 2008). They give employees a chance to learn more about their segment's executives- their career paths, inspirations and accomplishments - as well as about projects in development(Walt Disney Internet Group, 2008). 5

The cast members of Walt Disney parks and resorts are empowered to "deliver the magic" to exceed their guests' expectations(Walt Disney Internet Group, 2008). During the Year of a Million Dreams celebration, Cast Members from several lines of business came together to brainstorm ways to enhance the guest experience with special touches that can take place only at a Disney park(Walt Disney Internet Group, 2008). From offering VIP parade viewing to selecting a child to participate in the flag-lowering ceremony to giving out complimentary buttons, cast members across the board are engaged in an important - and magical - part of the business(Walt Disney Internet Group, 2008).

At Disney Consumer Products' annual Creative Camp, the segment's entire global creative community comes together to celebrate, discover and explore new ideas for driving its businesses(Walt Disney Internet Group, 2008). Designers, character artists and creative operations personnel participate in creative classes, self-development and charitable activities(Walt Disney Internet Group, 2008).

At the Disney-ABC Television Group, all employees are working to "create what's next"(Walt Disney Internet Group, 2008).This unifying employee brand, built by and for employees, serves as the foundation for everything they do(Walt Disney Internet Group, 2008). Employees' stories about how they are bringing their brand to life are regularly captured and shared through internal podcasts, videos, the intranet and weekly e-newsletters(Walt Disney Internet Group, 2008).

Motivation
Although pay is not the primary factor driving job satisfaction, it is a motivator (Subramaniam, T. 2012). According to Walt Disney Internet Group (n.d.), the employees and cast members are the most valuable part of The Walt Disney Company. It offers a comprehensive total rewards package that helps its employeesand cast members to live their best life, grow personally and professionally, and get rewarded for the resultsthey deliver(Walt Disney Internet Group, n.d.).The programs, benefits and perks received by its employees or cast memberswill vary based on where they live and work, and will vary by company, job status, location and/or the terms of any applicable collective bargaining agreement(Walt Disney Internet Group, n.d.). Total compensation opportunity: Base salary Incentive and special recognition programs

Health and wellness benefits: Medical Disney Health Pursuits Wellness Resources Employee Assistance Program (EAP) Behavioral Health Prescription Drug Coverage Dental Vision Healthcare and Dependent Day Care Flexible Spending Accounts Life, Accident and Disability Insurance Long-term Care Insurance

Growth and development resources: Learning and Development Opportunities Educational Reimbursement

Time off and work/life programs: 11 Paid Holidays per Year Vacation Sick Pay and Short-term Disability Leaves of Absence Bereavement and Jury Duty Personal Life Resources Group Legal Plan Adoption Assistance Program Onsite Childcare Centers

Retirement and financial benefits: 401(K) Savings Plan with Company Match Retirement Savings Plan for Salaried Employees Employee Stock Purchase Program

Special extras:

Complimentary Theme Park Admissions Employee Discounts, including local, national and Disney-themed discounts Merchandise discounts at selected Disney-owned and operated stores Company-sponsored Events and Services Disney VoluntEARS Disney Employee Matching Gifts Commuter Assistance Program Many Other Unique Advantages

As shown above, Disney provided retirement savings and investment options to help its employees and cast members plan for their financial future. According to The Walt Disney Company 2010 Corporate Citizenship Report (2010):

More than 64,000 employees and cast members are eligible upon vesting for a company-provided pension benefit when they retire. More than 76% of salaried employees and 33% of hourly employees currently participate in the Disney 401(k) plans. All domestic employees are eligible to purchase stock through the Disney Employee Stock Purchase Program, and there are approximately 11,500 employees and cast members currently participate.

Disney provides Complimentary Theme Park Tickets twice per year to eligible employees, to Disney-owned theme parks with their eligible dependents(Walt Disney Internet Group, 2008). Employees will also receive discounts of at least 20% on selected Disney merchandise at the theme parks(Walt Disney Internet Group, 2008). In addition, the company maintains national and regional discount programs, under which employees can receive discounts from other businesses(Walt Disney Internet Group, 2008). Moreover, employees at the companys major locations frequently have the opportunity to attend screenings of Disney films along with their families and friends (based on number of dependents)(Walt Disney Internet Group, 2008). In some cases, screenings are held prior to the release of the film, giving employees a sneak peek (Walt Disney Internet Group, 2008). Furthermore, children of eligible employees and cast members can apply for a scholarship from The Walt Disney Company Foundation through the Disney Scholars program(Walt Disney Internet Group, 2010). In 2010, the program awarded 50 college tuition scholarships of up to $20,000 to children of employees, rewarding their high school studies and investing in their promising future achievements(Walt Disney Internet Group, 2010).

Organisational Culture
Disney's organisational culture is built upon innovation, quality, community, storytelling, optimism, and decency(Walt Disney Internet Group, n.d.).The most important part of the culture is how the company deals with its employees (Danielski, A., 2009). The Walt Disney Company strives to take great investments in each of their employees(Danielski, A., 2009). It trains every cast member in the same way, no matter what job, and goes to great lengths to ensure that cast members understand the companys heritage and purpose (Jones, B. I. 2012). This helps them feel connected to the company, and to their jobs (Jones, B. I. 2012). When Disney hires a new employee it send them to the Disney Institute, which was officially created in 1986, but existed years before without title(Danielski, A., 2009). The institute goes to great lengths to give each employee the kind of training they need to give each visitor and client exceptional service and create the magical feeling that each person experiences when they come into contact with employees in the park(Danielski, A., 2009). Furthermore, Disney offers an array of tools for learning and development, including more than 10,000 online reference materials and resources, instructor-led classes, performance support systems, and education reimbursement for job-related degree programs(Walt Disney Internet Group, n.d.). Its world-class training programs are customizable to each employee and their goals, including professional development, management and leadership development, computer skills, business immersion programs, and individual career development (Walt Disney Internet Group, n.d.). According to the article written by Mr. Waltz, to become an employee of the Walt Disney Company, prospective candidates must watch a 10-minute video about what is expected of an employee(Danielski, A., 2009). They are then being educated about what an employee is and their appearance, which includes no tattoos, no piercings, no excessive jewelry or makeup as well as private transportation to and from the park(Danielski, A., 2009). 10% of the prospective employees leave at this point because of the strenuous restraints to be a Disney employee(Danielski, A., 2009). This is set up to 10

weed out those who would not be the best employees and what Disney would consider exceptional(Danielski, A., 2009).

11

Conclusion
The Walt Disney Company has strived for over eight decades and has a long history of executing on growth opportunities. The companys competitive strategy has made a good impact on the firm in establishing a strong and positive position. Besides, the company has a good culture and experienced management teams that have supported their past and form a strong foundation for their future. Besides, there are many good reviews from Disney employees or people who have been worked as an internship in the company. Most of them indicated that they had fun and positive working experience in Disney. Besides, they also commended that Disney is one of the best companies to work for as they respect their creativity and help them to grow. However, there are always spaces for an organisation to improve. There are some bad reviews revealed that the workload of Disney employees is too much and their working hours is too long. Thus, Disney should reduce the working hours of its employees and cast members so that they could have more time to rest and spend with their families. This would help its employees and cast members provide cordial and better quality services to the customers. Disney should also reduce the workload by dividing the work tasks evenly among the team. Moreover, Disney should also always concern with new technology and develop plan to minimize the risks of its cast members. In conclusion, the company has been performing excellently during its eighty years of operation. The company has a lot of strengths and opportunities to build upon it face future challenges.It can be confidently being anticipated that The Walt Disney Company will keep demonstrating and improving its important position in media and entertainment industry. (2071 words)

12

References
Danielski, A. (2009) Behavioral Characteristics of an Organization: The Disney Corporation[Online]. Available from: http://voices.yahoo.com/behavioral-characteristicsorganization-the-2466318.html?cat=3[Accessed: 14 November 2012]. FundingUniverse.com. (n.d.).The Walt Disney Company History[Online]. Available from:http://www.fundinguniverse.com/company-histories/the-walt-disney-companyhistory/ [Accessed: 14 November 2012].

Institute of Media and Communications Policy.(2012).2. The Walt Disney Company[Online]. Available at: http://www.mediadb.eu/en/data-base/internationalmedia-corporations/the-walt-disney-company.html [Accessed: 14 November 2012].

Jones, B. I. (n.d.) People Management Lessons from Disney. [Online] Available from: http://www.trainingindustry.com/media/3532077/disneypeoplemanagementlessons.pdf. [Accessed: 17th November 2012]

Subramaniam, T. (2012). Using Rewards to Motivate Employees, ABUS015-3-2. [Lecture notes] Motivation: Concepts and Application. Organisational Behaviour Module. Asia Pacific University, Library, M-Room 12, 11th October.

Walt Disney Internet Group.(n.d.).Company Overview [Online]. Available at: http://thewaltdisneycompany.com/about-disney/company-overview [Accessed: 14 November 2012].

Walt Disney Internet Group.(n.d.).Disney History [Online]. Available at: http://thewaltdisneycompany.com/about-disney/disney-history/1920-01-01--1929-1231[Accessed: 14 November 2012].

13

Walt Disney Internet Group.(n.d.).Disney Theme Parks and Resorts Internships and Program [Online]. Available at:http://disneyinternsinfo.com/ [Accessed: 14 November 2012].

Walt Disney Internet Group.(n.d.).Disney Workplaces [Online]. Available at: http://thewaltdisneycompany.com/citizenship/disney-workplaces[Accessed: 17 November 2012].

Walt Disney Internet Group. (2008). Employee Engagement [Online]. Available at: http://disney.go.com/crreport/workplaces/disneyoperations/workingatdisney.html[Access ed: 14 November 2012].

Walt Disney Internet Group (2010) The Walt Disney Company 2010 Corporate Citizenship Report[Online]. Available from http://corporate.disney.go.com/citizenship2010/disneyworkplaces/overview/workingatdis ney/[Accessed: 15/11/2012].

Walt Disney Internet Group (2008) The Walt Disney Company 2008Corporate Responsibility Report[Online]. Available from http://disney.go.com/crreport/workplaces/disneyoperations/workingatdisney.html [Accessed: 15/11/2012].

Walt Disney Internet Group.(n.d.).Culture & Diversity [Online]. Available at: http://disneycareers.com/en/working-here/culture-diversity/[Accessed: 16 November 2012].

Walt Disney Internet Group.(n.d.).Learning & Development [Online]. Available at: http://disneycareers.com/en/working-here/learning-development/[Accessed: 16 November 2012].

14

Walt Disney Internet Group.(n.d.).Total Rewards [Online]. Available at: http://disneycareers.com/en/working-here/total-rewards/ [Accessed: 16 November 2012].

15