Strategic Action Disney On Consumer Focused Initiative Essay

Disney continued to grow, throughout the years with multiple films being created throughout the 1940’s through the 1950’s ("Disney History," n.d.). However, with all the successes that Walt saw he felt the need to branch out and in 1955 Disneyland opened ("Disney History," n.d.). The amusement or theme park, was such a success that Disney opened a second park on October 1, 1971 that we all know as Walt Disney World ("Disney History," n.d.). Disney continued to grow, evolve, and spread to other countries ("Disney History," n.d.). Purchasing Discover magazine in 1991, opening Disneyland Paris in 1992, and in 1994 held the stage production of Beauty and the Beast ("Disney History," n.d.). In short, “Disney is one of the most famous names in the animation industry” ("The Walt Disney Company," 2014, para. 3); from cartoons, movies, theme parks, Broadway productions, merchandise, and books Disney is where it has been since it’s beginning almost 100 years

The Walt Disney Company has seen their share of success in taking their parks and resorts into global markets. “60 years ago, the first Disney theme park opened, in California and was the brainchild of Walt Disney himself, who was motivated by the lack of entertainment options available to him and his two young daughters.” (Forbes, 2016). Disneyland California penetrated the market rapidly, and its popularity led to the opening of Disney World in Florida, followed by global expansion in Tokyo, Paris, and Hong Kong. Their latest expansion came in June 2016, on a 963 acres’ site in Shanghai, China (Xu, 2012). After one year in operation, Shanghai Disneyland is outpacing their most optimistic projections, and the park’s

The success of movies and television programs were due to diversity and distribution. It does its own distribution and targets several markets from children to adults. Finally, the Disney character consumer product sector, which includes clothing, home goods, and toys, has been an extremely important asset to the company. For example, by establishing deals such as an agreement with Mattel, Disney was able to manufacture more than 14,000 Disney licensed products. Furthermore, Disney expanded it’s retailing by opening up Disney stores.

According to Robert Iger, CEO of The Walt Disney Company, Disney’s corporate strategy for diversification is a combination of three objectives that are to be achieved through the fundamental alignment of the Company’s core business units. The three objectives to be achieved by The Walt Disney Company are (1) creating high-quality family content, (2) exploiting technological innovations to make entertainment experiences more memorable, and (3) expanding internationally. The Walt Disney Company’s three objectives that make up the Company’s corporate strategy are to be achieved through each of the Company’s core business units that are split up in to five divisions (1) media networks, (2) parks and resorts, (3) studio entertainment, (4) consumer product, and (5) interactive media.

1. About Disney Difference and how it will affect the company’s corporate, competitive, and function strategies.

Hong Kong Disneyland, opened to visitors in 2005, is one of the two largest theme parks in Hong Kong. It successfully brings magical experience of Walt Disney to all the visitors just like other Disneyland around the world.

The first Disneyland outside the US was opened in April 1983 in Tokyo. Disney took a

Question 1: Which strategic action Disney took in terms of consumer focused initiative? Give examples. (15 marks)

1) What is the Disney Difference and how will it affect the company’s corporate, competitive and functional strategies?

This paper will analyse a recent period of strategic change at The Walt Disney Company which began in 2005 with the appointment of current CEO Robert Iger. The company began to experience halted growth during the late 1990s. The former CEO Michael Eisner had been successful himself in the late 1980s in changing the company during what is known as the Disney

Walt Disney Company had always been successfully operating theme park until 1992. Starting in 1955 where the first Disneyland set its foot at Anaheim, California and in 1983 in Florida (Hill, 2000). While in 1983, Disney faced a true challenge as they opened the first international Disneyland in Tokyo. In a fear of wide cultural differences between American and Japanese, it turned out an unexpected massive successful Tokyo Disneyland. As a result, Disney did not hesitate to invest a big sum of money for Euro Disney in Paris.

In this essay, the point of interest will be the market research disaster of Walt Disney Company after they opened a Disney park in Europe.

In 1951, with the opening of Disney’s first theme park (Disneyland, in Anaheim, California) the Company made a dramatic shift from a media-oriented company to

Walter Elias "Walt" Disney (December 5, 1901 – December 15, 1966) was an American entrepreneur, cartoonist,animator, voice actor, and film producer. He and his staff created numerous famous fictional characters including Mickey Mouse, Donald Duck, and Goofy. These cartoon characters became so famous that he designed theme park for the entertainment of children and family in U.S.A. Disney then thought to spread the theme parks around the world. Therefore Disney theme parks were opened first in Tokyo, Japan called "Disney Resort" which became sucuessful by luck. The second theme park was opened in Paris called " Disneyland Paris” which became unsuccessful because of the cultural differences between U.S and Paris. Keeping this problem in mind, Disney opened third theme park in Hong Kong called Hong Kond Disneyland which became successful.

Hong Kong Disneyland was opened in September 2005 through a joint venture between the Walt Disney International and Hong Kong government. Disney has been on an international expansion since it first opened its park in 1980 in Japan and China being the most lucrative market, Disney decided to open the park in Hong Kong after selecting the city in the bidding process. The park was the first American park in Chinese territory.