The Happiest Brand On Earth Essay

Mr. Hightower began quickly asserting the control he garnered with the newly created position and division of Disney Consumer Products-Europe and the Middle East (DCP-EME.) Mr. Hightower immediately centralized the office and many responsibilities to Burbank, and estasblished marketing and creative services divisions to offer the coordination of resources and activities of the diffeferent countries and licensees (Jick, T. & Peiperl, M., 2011.) Given a goal of twenty percent growth annually, Mr. Hightower immediately establishing and maintaining the alignment necessary for this goal to be met (Box, S. & Platts, K, 2005.) This intentional, determined pace of implementing his vision, allowed not only goals to be met, but to be exceeded, including a growth in retail value of almost 3 billion dollars in 5 years.

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’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

According to Carl Hiaasen, “The secret weapon is trust. Disney is the most trusted brand name in the history of marketing. It hooks us when we’re little and never lets go; this unshakeable faith that Disney is the best at knowing what’s best.”(13) It is time that this myth be shattered.

The Walt Disney Company, more commonly known as Disney, is a company that was founded in October 16, 1923 by brothers Walt Disney and Roy O. Disney under the name of Disney Brothers Cartoon Studio. The company eventually changed its name to the current Walt Disney Company in 1986. The company was headquartered in Burbank, California. The company is a public company that has diversified to live-action film, television, and even theme parks.

The diagnostic model I have chosen to discuss to analyze Disney and several of the companies acquired throughout the years such as Pixar, Marvel, and LucasFilm’s LTD for this assignment is the 7-S Framework model. I will also briefly discuss the many changes that Disney has implemented to improve the customer viewing as well as interactive experiences at their many new, current theme parks, and vacation destinations throughout the world. The 7-S model developed by McKinsey and Company consultants Robert Waterman Jr., Tom Peters, and Julien Phillips (Palmer, Dunford, Akin, 2009). The 7-S model may be used

Today, the Walt Disney Company is highly diversified - it is divided into 5 major business segments: Studio Entertainment, Parks and Resorts, Media Networks, Consumer Products, and Internet & Direct Marketing. Since this paper stresses on only one strategic business unit of Walt Disney, Parks and Resorts, the following discussion of the elements of marketing mix will be with respect to this SBU only.

“The mission of the Walt Disney Company is to be one of the world’s leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world” (According to "Walt Disney Company Mission Statement" (2011)

The Walt Disney Company is a diversified international entertainment company (Disney, 2010) with ownership of many media outlets including radio, cinema, television and literature as well as consumer products such as stationary and toys. The Disney brand has huge recognition globally especially in the category of children’s entertainment with over 80 years of productions in this sector. With an obvious predominance and market leadership in children’s entertainment and consumerism, The Disney Company has an unparalleled capability to reach

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.

Disney is one of the most successful and largest companies in the world. They have their hand in nearly every form of entertainment as well as media, and broadcasting. Disney is best known for their animated films, unique cartoon characters, catchy musicals, and fairy tales that most of us were first introduced to as children. They are one of the few entertainment companies in the World whose primary demographic is children and teens. Nearly everybody is familiar with the Disney name and its brand, and its realistic to suggest that nearly everybody has experienced a Disney film and animated character at some point in their lives; which may have helped to influence them or their behaviors or even their

Walt Disney Company for eighty years has captured the attentions of millions of people around the world, offering family entertainment at theme parks, resorts, recreations, movies, TV shows, radio programming, and memorabilia (David, 2009). Today, Walt Disney possesses four main business segments: Disney Consumer products, Studio Entertainment, Parks and Resorts, and Media Networks. Each of Disney's business units increased profits apart from its interactive division, which was recently restructured (Garrahan, 2011). By combining Disney's long history with the commitment to quality, Disney Consumer Products has had a large and steady presence in the toy marketplace (Anonymous, 2010). Studio entertainment has been somewhat of

Disney has become a marketing goliath and the #1 entertainment company in the US. They have been able to develop a creativity-driven philosophy that over time was tempered by financial responsibility and that benefitted from powerful synergies between its divisions. From the very beginning, Disney has been synonymous with innovation within the children’s entertainment industry, from their introduction of animations with synchronized audio, full-length animated feature films and then later into theme parks and on-ice and Broadway shows. One important element of Disney’s success was the extent to which they integrated and expanded into different

Burberry, founded in 1856, is a leading international luxury brand. Burberry designs, manufactures and licenses apparel and accessories for distribution through its own stores and network of prestige retailers worldwide. In early 1998, the new management team at Burberry set out its strategy to reposition and revitalise the brand, which resulted in significantly improved results and strengthened the base to build the business. With continuous growth since last five years, Burberry has faced new challenges of brand sustainability and positioning in a volatile industry (fashion) where customer behaviour is unpredictable. Thus, it requires a strategy that lays foundations for long-term growth and addresses the issues

Disney has moved well beyond its cartoon-oriented roots. Though the company is still involved the production of original feature films and other related media (and though the media network division of the Company is still the organization’s leading generator of revenue) the company has long since stopped being your typical “animation studio” or “film production company.”