MBA501: Fantasy Films Portfolio and Dynamic Capability Report

This report presents a comprehensive analysis of Fantasy Films, a digital animation studio, examining its business portfolio and dynamic capabilities. The analysis includes the application of the BCG matrix, GE-McKinsey matrix, and Synergy matrix to evaluate the performance of its four strategic business units: Fantaspace, Advantage, Anisoft, and DigiFX. The report identifies strengths, weaknesses, and opportunities for each unit, providing strategic recommendations for market positioning and growth. Furthermore, it assesses Fantasy Films' dynamic capabilities, focusing on its ability to identify opportunities, mobilize resources, and transform strategic assets. The report concludes with recommendations to enhance the company's overall dynamic capabilities, enabling it to adapt and thrive in the dynamic animation industry. The study is based on a case study assignment for the MBA501 course, evaluating the company's strategic approach to business development.

FANTASY FILMS
CASE STUDY

FANTASY FILMS PORT FOLIO
 The Fantasy Films Studio is one of the most popular film studios
 Dedicated to the making of graphic posters and short animated films (I
Fantasy Design Studios. 2018).

BCG MATRIX OF FANTASY FILMS

GE- MCKINSEY MATRIX OF FANTASY FILMS
Growth
Competitive strength of business unit
High Med Low
Industry
attractiveness High
Med
Low
Growth
Harvest
Selective Harvest
HarvestSelective
SelectiveGrowth

SYNERGY MATRIX OF FANTASY FILMSThreshold of acceptance
Misfits
Incoming:
Benefits from belonging
to portfolio
+-
Fits
+
-
Outgoing:
Benefit to
portfolio
Altruists
Givers
Parasites
Takers

FANTASY FILM MATRIX
BCG Matrix GE-McKinsey
Matrix Synergy Matrix
Fantaspace Stars Invest/Grow Fits
Advantage Stars Invest/Grow Giver
Anisoft Question mark Hold Misfits
DigiFX Dogs Sell Misfit

ANALYSIS OF FANTASPACE
 Fantaspace is the best in Fantasy Films
 The analysis of the fantaspace is regarded as Stars
 Market has high market share
 High market growth (Palia, De Ryck and Mak 2014).

ADVANTAGE
• Advantageous to the growth and the market share to the firm (Baker 2014).
• Market has greater market advantage as well as the high competitive power

DIGIFX
 Unit of the strength is lower
 Share of the market is high
 According to Baker (2014), the strength of the unit is determined by the market attractiveness
of the firm
 The market share determines the income of the people of the firm.

ANISOFT
 Least profitable of the source
 the market attractiveness is low
 the market share of the part is low.
 According to the opinions of Kumar and Rajan (2014), the people of the market do not feel
attracted to the company
 they have comparatively low market share of the same space

RECOMMENDATIONS FOR FANTASPACE
 Status of the Fantaspace and advantage are being maintained.
 Maintain their position in the market and among the working of the organization.

RECOMMENDATION FOR ADVANTAGE
 Increase the market reputation
 Increase market share of the company by 15 percent

RECOMMENDATIONS FOR DIGIFX
 Increase both the market share by 10 percent
 Increase market attractiveness
 Increase from Dog to better position

RECOMMENDATIONS FOR ANISOFT
 The income of the part is medium which needs improvement
 The income needs to be improved
 Market strength is weak which needs to be improved by 20 percent

CONCLUSION
 Four parts of Fantasy Films have some or the other problems which needs to be
mended.
 More emphasis should be there on the parts that are weak like DigiFX and Anisoft
 Less amount of effort should be there on Fantaspace and advantage.

INTRODUCTION – DYNAMIC CAPABILITIES
OF FANTASY FILMS
 The dynamic capability of Fantasy films is to enable to change
 Modify the content according to their needs and demands of the watchers (Morgan,
Katsikeas and Vorhies 2012).
 They should engage in the production of more different types of films
 Should better their content in the existing ones.

IDENTIFICATION OF OPPORTUNITIES –
ANALYSIS OF FANTASY FILMS
 Manage and increase different types of opportunities of the firms like the physical,
human as well as the financial resources of the firms (Wilson et al. 2012).
 Strength of the firm which needs to be addressed

IDENTIFICATION OF OPPORTUNITIES –
RECOMMENDATIONS FOR FANTASY FILMS
 The Fantasy films should make scientific films as well as the technologically advanced films.
 In addition, the newer directors and technicians should be encouraged.
 The venture into the new markets is also to be done.

MOBILISE RESOURCES – ANALYSIS OF
FANTASY FILMS
 There are a number of resources in the Fantasy Films which needs to be improved
 There are some resources which are advantageous to the firm.

MOBILISE RESOURCES –
RECOMMENDATIONS FOR FANTASY FILMS
 Better techniques of marketing should be done
 All the available resources as well as the new resources should be introduced.
 All the potential mistakes including the packaging ones should be avoided at all cost.

TRANSFORM AND RECONFIGURE – ANALYSIS
OF FANTASY FILMS
 One of the major problems in creating measure related to resources (Jobber and Ellis-
Chadwick 2012).
 The common problem is maintaince of production and the consumption

TRANSFORM AND RECONFIGURE –
RECOMMENDATIONS FOR FANTASY FILMS
 The time and the cost of production of the films need to be reduced
 The production of new genre of films should be done

CONCLUSION
 The market strategy of Fantasy films has four different ways for four different
business worlds
 The company should produce introduce more variety in films for all.

REFERENCE AND BIBLIOGRAPHY
 Baker, M.J., 2014. Marketing strategy and management. Macmillan International Higher Education.
 I Fantasy Design Studios. 2018. I Fantasy Design Studios. [online] Available at: http://ifds.in/ [Accessed 17 Sep. 2018].
 Jobber, D. and Ellis-Chadwick, F., 2012. Principles and practice of marketing (No. 7th). McGraw-Hill Higher Education.
 Kumar, V. and Rajan, B., 2012. Social coupons as a marketing strategy: a multifaceted perspective. Journal of the
Academy of Marketing Science, 40(1), pp.120-136.
 Morgan, N.A., Katsikeas, C.S. and Vorhies, D.W., 2012. Export marketing strategy implementation, export marketing
capabilities, and export venture performance. Journal of the Academy of Marketing Science, 40(2), pp.271-289.
 Palia, A.P., De Ryck, J. and Mak, W.K., 2014, March. Interactive Online Strategic Market Planning With the Web-Based
Boston Consulting Group (BCG) Matrix Graphics Package. In Developments in Business Simulation and Experiential
Learning: Proceedings of the Annual ABSEL conference (Vol. 29).
 Wilson, A., Zeithaml, V.A., Bitner, M.J. and Gremler, D.D., 2012. Services marketing: Integrating customer focus across the
firm (No. 2nd Eu). McGraw Hill