Introduction
Starting with a mouse and a one person’s dream. The Walt Disney Company is a leader in the mass media and the entertainment industry that comprises a portfolio of brands. Creativity and innovation was the key of its success in being a market leader. In 1928, Disney created the revolutionary character, Mickey Mouse, that was the momentum of Disney’s take off. “Mickey Mouse had a kind-hearted happy-go-lucky attitude that captured family’s hearts. It was a perfect fit for the Disney image” (Pearson, 2008). Soon after that, hundreds of characters were created that attracted even more and more people.
Vision, Mission & Purpose
The mission of the Walt Disney Company is “to be one of the world’s leading producers and
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However, the most known ones are the Walt Disney logo and the Disney Pictures logo. These two logos successfully communicates the brand image to Disney’s targeted audience; families and children. The type used in the logo represents the founder’s signature, whereas the castle represents a fun and magical place that makes a person feel that such place could exist.
Review of the organisation 2: stakeholder interviews (perceptions and aspirations)
The Disney brand would not be summarised in a better way than how Roy Disney summarised it (Pearson, 2008).
The Walt Disney company is far more than just a business. It is an authentic American icon — which is to say that over the years it has come to stand for something real and meaningful and worthwhile to millions of people of all ages and backgrounds around the world.
This is not something you can describe easily on a balance sheet, but it is tangible enough. Indeed, it is the foundation on which everything we have accomplished as a company — both artistically and financially— is based.
I believe our mission has always been to be bringers of joy, to be affirmers of the good on each of us, to be— in subtle ways —teachers. To speak, as Walt once put it, “not to children but to the child in each of
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Disneyland expanded the market share of Disney to include not just film and animation, but life experiences as well. The introduction of such theme park experience made a powerful impact on the interaction of consumers with the brand. Furthermore, Disney expanded itself in the market by own interest in four major fields: studio entertainment, media networks, theme parks and resorts, and consumer products.
The target market of Disney was primarily kids, but it soon grew to appeal to a broader audience. With the attempt of associating the spark of youth with one’s sense of humour, Disney successfully achieved its goal of inspiring the “child” in individuals of all ages.
Similar to Disney’s flourishment in the mass media and entertainment sector, other large corporations are flourishing as well. This places Disney in an environment where competition exists. Some of the competitors are NBC Universal, Time Warner Company and Nickelodeon. NBC Universal operates in a way similar to Disney by having a portfolio of brands that are involved in media and entertainment. Also, Time Warner has a range of brands that operates along with each other in support to one another. Finally, a television station called Nickelodeon is a brand that is youthful and that inspire the imagination and the
Since the 1930’s, the Walt Disney Company is known for producing characters, images, as well as stories which have created happiness for audiences around the world. This corporation has grown from a small cartoon studio run by famous Walt and Roy Disney to a million dollar business. In Janet Wasko’s novel, “Understanding Disney”, Wasko explains Disney as corporation calling it “The Disney Empire”. Throughout her novel, Wasko argues that Disney is set up like a typical profit seeking corporation, as well as creates and manufactures fantasy, and lastly re-invents folk tales by “Americanising” them.
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
The Disney consumer product ,the Disney studio and Disney interactive. It’s globally known consumer brand are Disney, ABC, Pixar, Marvel, ESPN and Lucas films, the media network contains domestic broadcast, production, their station, cable networks, publishing and digital operations. The global entertainment and television properties comes from it’s ABC television group, it also has television station and publishing and radio businesses.ABC creates programming and other benefits for all other businesses. Disney organizational structure has historically designed to carve the creativity and innovation into different platforms. It does not follow formal organizational chart as most companies do. Every department has equal footing and the structure is providing a creative process for Disney’s
The Walt Disney Company is considered to be one of the most active family entertainment companies in the world. Primarily Disney became known as an animated film company and a cartoon creator. Later, the company expanded its range of activities into other markets through the Disney stores and theme parks around the world. The Walt Disney Company’s key objective is to be the world’s premier family entertainment company through the ongoing development of its powerful brand and character franchises.
Introduction The Walt Disney Company is an American diversified multinational mass media corporation. It is the largest media conglomerate in the world in terms of revenue. It generated US$ 42.278 billion in 2012. Disney was founded on October 16, 1923, by Walt and Roy Disney as the Disney Brothers Cartoon Studio, and established itself as a leader in the American animation industry before diversifying into live-action film production, television, and travel. The Walt Disney Company operates as five primary units and segments: The Walt Disney Studios or Studio Entertainment, which includes the company's film, recording label, and theatrical divisions; Parks and Resorts, featuring the company's theme
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
“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’s target audience was young -and children were much more apparent than before, due to the postwar baby-boom-, so by filling his projects with good values and happiness he was able to instill them into his audience at a young age.
The Walt Disney Company is known throughout the world as a leader in entertainment. The strategies that the Walt Disney Company have used include competitive advantage, a growth strategy, and a renewal strategy. When a person mentions a theme park, Disney is the first park that comes to mind. They were not the first theme park, but they have mastered the art of creating memories for adults and children alike. As a former employee of Disney I can vouch for the amount of effort that goes into
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 Brand of Disney is our major distinctive competency. With our assortment of characters, primarily our star Mickey Mouse, we are known worldwide through various sources which provides us a competitive advantage. Disney theme parks are reinforced by Disney TV programs, merchandise and movies. The company has unique ability to consistently produce entertainment in various mediums while keeping cost fairly low.
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
“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.”