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1 INTRODUCTION Oligopolies have been around ever since there is trade However it has only recently gained grounds in this age of globalisation Never before has oligopolistic competition been so fiercely contested across so many industries The media industry in the United States of America US is one such industry As a powerful communication tool the media has attracted many companies but only a handful has grown big These media giants have dominated the local market and are currently seeking to conquer the global media industry in search of better profits One of these media giants is the Walt Disney Company Disney Its dramatic growth from a small company to become an oligopolist in the media industry offers an interesting case study This report studies Disneys nature of business in the US media market It starts with an outline of the media oligopoly in the US which is imperative to appreciate the nature of Disneys business Moving on to the next section it briefly describes the history and corporate structure of Disney Following that the study analyses Disneys nature of business in relation to oligopoly Here it correlates the characteristics of oligopoly with the nature of Disneys business The subsequent section proceeds to discuss the influence that oligopoly has on Disneys strategies It demonstrates how Disney develops these strategies under the oligopoly structure to remain competitive In the final section this report discusses the influence of oligopoly on Disneys behaviour It assesses how Disney behaves and responds towards an oligopolistic market structure 2 THE MEDIA OLIGOPOLY When a handful of big corporations dominate an industry the industry is said to be concentrated McCain nd The concentration ratio total output from the four largest firms is used to measure the degree of concentration in the market Generally if the concentration ratio is more than 40 the market is considered an oligopoly OSullivan Sheffrin 2003
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