Carson & Gray, Chapter 2, Case 2.2: Film Prioritization: Class Case Study Exercise

Detailed Instructions

Read the Case Study associated with the specific unit carefully, then proceed as follows

1. This unit case study will be completed in class and submitted on Moodle.
2. While there is no "formula" for analyzing case studies, the following guidelines are recommended:
   1. Define the outcomes and objectives for your analysis. What questions are you trying to answer and what issues are you trying to resolve?
   2. Skim through the case study and get a sense for how it has been structured.
   3. Read through the case study with paper and pencil and make notes as you go along.

Company Mission

The mission for the firm:Our overriding objective is to create shareholder value by continuing to be the world's premier entertainment company from a creative, strategic, and financial standpoint. The film division supports this mission by producing four to six high-quality, family entertainment films for mass distribution each year. In recent years, the CEO of the company has advocated that the firm take a leadership position in championing environmental concerns.

Company ''Must'' Objectives"

Every project must meet the must objectives as determined by executive management. It is important that selected film projects not violate such objectives of high strategic priority. There are three must objectives:

1. All projects meet current legal, safety, and environmental standards.
2. All film projects should receive a PG or lower advisory rating.
3. All projects should not have an adverse effect on current or planned operations within the larger company.

Company ''Want'' Objectives

Want objectives are assigned weights for their relative importance. Top management is responsible for formulating, ranking, and weighting objectives to ensure that projects support the company's strategy and mission. The following is a list of the company's want objectives:

1. Be nominated for and win an academy award for Best Animated Feature or Best Picture of the Year.
2. Generate additional merchandise revenue (action figures, dolls, interactive games, music CDs).
3. Raise public consciousness about environmental issues and concerns.
4. Generate profit in excess of 18 percent.
5. Advance the state of the art in film animation and preserve the firm's reputation.
6. Provide the basis for the development of a new ride at a company-owned theme park.