Disney's Success as a Company Essay

The Code of Ethics and Corporate Social Responsibilities (CSR) policies is something that any business should have. They state what is expected of their employees and what they are doing for the communities, environment, charities and everything that they are doing for the “good” of the world. Walt Disney’s Code of ethics are simple and to the fact, while their CSR is a mile long. The point of this paper is to tell you about Disney’s Ethics, their CSR, and how their business and stakeholders are impacted by them.

Disney’s Standard of Business Conduct highlights the organizations values which are displayed within their business. The president for Disney says that they “have earned the trust of guests, audiences, consumers and shareholders because of our commitment to high standards in everything we do, everywhere we operate” ("Standards of business," 2012). The areas within the Standard of Business conduct are integrity, honesty, trust, respect, playing by the rules, and teamwork. These areas are practiced within the organization toward the public and employees because they want to be as a family friendly organization.

Disney’s long-run success is mainly due to creating value through diversification. Their corporate strategies (primarily under CEO Eisner) include three dimensions: horizontal and geographic expansion as well as vertical integration. Disney is a prime example of how to achieve long-run success through the choices of business, the choice of how many activities to undertake, the choice of how many businesses to be in, the choice of how to manage a portfolio of businesses and the choice of how to create synergies between those businesses (3, p.191-221). All these choices and decisions are

Growing up in a family that loves Disneyland, I have had many opportunities to visit Disney parks and watch Disney movies and television shows. My childhood was filled with fairy dust and Mickey Mouse ears. As I got older I learned that the Walt Disney company not only provides fun entertainment, but it also spends large amounts of money to make the lives of others better through Corporate Social Responsibility (CSR). The benefits of Corporate Social Responsibility outweigh the costs. Corporations spend millions of dollars a year on CSR, but receive greater benefits that make the costs of CSR worth it. Corporate Social Responsibility improves companies’ reputation as well as increases total sales and income. When companies incorporate CSR they have better employee and consumer ratings. CSR improves the life and quality of customers as well as the community, which makes for a long-lasting business. The Walt Disney Company is a corporation that focuses strongly on incorporating CSR into their business and making the world a better place. Corporate social responsibility not only profits the company, but it also benefits the organizations they are helping, such as the community, the environment, the economy, employees, customers and the world.

They also have a Disney World Conservation Fund which has supported 112 countries totaling over $20 million in projects. They have also put conserving the environment in different movies they came out with. Examples of these movies are Disney Earth, Oceans, Wings of Life, etc. The profits of these movies have contributed to Disney planting trees in Brazil’s Atlantic Forest, protecting 40,000 of the coral reefs in the Bahamas, and the conservation of 50,000 acres of savanna wildlife in Africa. The Walt Disney Company also made an effort to reduce its greenhouse gas emissions. Disney has reduces its GHG levels 31% since 2012, and hope to reduce GHG 50% by 2020. Disney also uses fuel cells as one of its improvements to be more energy efficient. These companies do great things for the environment. Even though they do some things similarly and some things differently, protecting the environment is something all companies need to do. Another thing these companies are known for is the helping hand they give kids. They help kids become more knowledgeable about the environment, but they also realize children are the future, and want to help them in any way

The Disney Corporation has had both positive and negative effects on American society. Disney has majorly affected both the youth and adults in America by way they interact with each other, what they expect from each other, and how parents bring up their youth in harsh and unrealistic expectations according to Disney. Disney has fostered a strong sense of imagination in the past, present and future youth of America. This sense of imagination is necessary to the development of children when it comes to success in life and self-confidence. The Disney Corporation knows how to work it’s audience for a profit and mastering that skill has allowed Disney to accumulated billions by advertising and selling fantasies to young children and their parents. It’s also these very ideas that influence what Americans believe our government and policies should be founded on. In “The Mouse That Roared” the author states “Education is never innocent, because it always presupposes a particular view of citizenship, culture, and society. And yet it is this very appeal to innocence, bleached of any semblance of politics, that has become a defining feature in Disney culture and pedagogy” (Giroux 31) This quote defines Disney at large. Disney has created the idea of ‘imagination’ in American society and perpetuates it in everything America does and influences everything America stands. In everyday American life, politics and business, The Disney Corporation has a hand in it.

The Walt Disney Company (DIS) has a history marked with ups and downs. Taking numerous risks, expanding internationally, acquiring various businesses and diversifying its operations; the company has emerged stronger than ever. Ranking #53 on the Fortune 500, DIS has experienced continuous growth for the past 5 years, with bright prospects. Detailed analysis shows the market undervaluing the stock despite its healthy performance, indicating potential future gains.

The Walt Disney Company is an outstanding renowned entertainment and media corporation with business ventures in Media Networks, Parks and Resorts, The Walt Disney Studios, Disney Consumer Products, and Disney Interactive. Walt Disney Company is a diversified corporation with products all around the world. (The Walt Disney Company, n.d.)

The Walt Disney believes diversity helps to bring creativities, innovation, cost-effective and quality work within the company and achieve its goals. When the company’s product, entertainment, and, attraction put out of the market that meets the need of the diverse global costumers, fans, and viewers. The Walt Disney has uniquely reflected the diversity of the consumers, audiences, and fans through their products. The company has focused on diversity of “workforce, inclusion, and opportunities within the workplace, and leveraging global diversity to grow the company and engage diverse communities” (PDF)

Disney strives to maintain a workforce that reflects open opportunity, where everyone is at an advantage by the company potential.

Globalization: Globalization is the tendency of investment funds and businesses to move beyond domestic and national markets to other markets around the globe, thereby increasing the interconnection of the world. Globalization has had the effect of markedly increasing international trade and cultural exchange. Such as Starbucks, globalization became the topic of discussion, because they had to adjust to the different coffee taste that originated in different countries to maintain their customer

Globalization is the ability in which an organization develops an ability to integrate people, communications as well as technology into other different nations.

“The purpose of the company "Walt Disney" is to be one of the world 's leading producers and providers of entertainment and information using its portfolio of brands to differentiate its content, services and consumer goods. The primary financial objectives of the company are to maximize profits and cash flow, and allocate capital to initiatives the development of long-term shareholder value.”

1. What is Walt Disney Company’s corporate generic strategy? Explain the reason for your answer.

The Walt Disney Company started as a small entertainment company in 1923 (Disney.com, 2011). Since that time the company has used various strategies enabling them to grow into a global entertainment company.