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Paul Hlivko Michael Eisner Disney Research Paper Although they have either the number one or number two brand in over twenty countries Disneys earning have been falling and analysts are placing a hold on the stock Since April of 1998 Disneys earning per share have fallen twenty seven percent Many analysts agree that the Disney brand has declined in popularity their target markets have changed and Eisner is trying to run the entire company from top down Lately there have been positive and negative changes taking place within Disney They have shut down Toysmartcom an Internet Retailer Their global operations are not growing as expected But on the positive side television ratings and income for Who Want to be a Millionaire are buying Disney time Toysmartcom a once popular Internet retailer owned by Disney closed its online doors The company failed to raise additional capital and opted to shut everything down before filling Chapter 11 bankruptcy Over the past two years Disney has invested more than 45 million in the company Toysmartcom offered a family friendly line of products featuring plush Disney toys puzzles and games They did not sell plastic weapons due to the restrictions placed by Disneys majority ownership Toysmartcom was among a large group of Internet toy stores that struggled through their first years of existence Unlike merchants such as Wal-Mart Stores and Toys R Us Inc Toysmartcom was forced to use heavy advertising schemes to create a national brand name This advertising plan added to their operational costs and in end created a loss after net sales started to decline Eisner believes that Disneys Internet holdings are in no danger and will survive Disney Online along with Gocom is struggling with employee turnover and slower than expected growth Disneys plan to develop a global operations growth has failed to mature as expected As of June 12th 2000 Disneys global licensing revenue has fallen by 150 million In Italy Germany
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