This website uses cookies to ensure you have the best experience. Learn more

Walt Disney Case Study

5496 words - 22 pages

The Walt Disney
Company

Danjel Lessard & Lauren Northcutt
Business 308: Principles of Marketing
Professor Simpson

The Walt Disney Company Description

What started out to be nothing more than a dream of Walter Elias Disney, with the release of Alice in Wonderland, a series of short film comedies, the beginning of a world renowned global corporation Walt Disney had evolved. Walter and his brother Roy were equal partners in what was originally the Disney Brothers Cartoon Studio in 1923 and with the suggestion of Roy, it soon was renamed The Walt Disney Studio. After four years of success and profit, Walter and Roy experienced a business set back when they found their film ...view middle of the document...

Today, the company has four main business ventures: consumer products, theme parks and resorts, media networks and studio entertainment. The first being consumer products encompasses the development, advertising, promoting, licensing and selling of products that represents all of the new and old Disney characters. The theme parks and resorts that once started in California grew to one of the most profitable and loved venues internationally. Television, radio, and cable properties are the core of the media network. The driving force of the entire enterprise is the motion pictures and animated cartoons which are managed by Touchstone, Pixar, Walt Disney Pictures, Buena Vista, and Miramax.

The Walt Disney Company’s Mission Statement

According to The Corporate Disney website, 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 (http://www.corporate. disney.go.com/careers/who.html).Walt and Roy believed that he had to stay one step ahead of the competition in order to be the most innovative and creative animator of all times.

It is without undeniable dispute that The Walt Disney Corporation has created an empire that is unmatchable. They strived for excellence and are continually changing. They have surrounded themselves with the best artists, the most innovative creators, and the newest technology. Above all, the consumers are the driving force behind the genius enterprise, and the two brothers never lost sight of that goal.

The Walt Disney Company’s Target Market

Before a company even begins to look at its objectives, and marketing strategy, they must first decide what they are selling, and who they want to sell it to. A successful marketing plan requires a clearly defined and well researched target market, without knowing the desires and needs of the people you are selling to, you can not create a product that meets those needs. The well defined target market represents one reason why the Walt Disney Company has been so successful since their public start in 1940. Walt and Roy Disney started this company not to satisfy every consumer’s needs, but simple “To make people happy.” This quickly segmented the Walt Disney Company’s market into children till the age of about twelve. After many years, it was soon realized that the target market is not only young children, but often includes the decision makers. These are usually the parents that take their kids to the movies and buy the merchandise. Disney knows that it's one thing to make a great movie that kids are excited about but the efforts often fall short if parents don't approve of it.
The Walt Disney Company’s most recent, slight change in the target market has come from their new...

Other Essays Like Walt Disney Case Study

Disney Case Study

1443 words - 6 pages synonymous with quality entertainment for the entire family. The company, originally founded by brothers Walt Disney and Roy Disney, stretched the boundaries of entertainment during the 20th century to bring classic and memorable family entertainment around the world. Beginning with simple blackand-white animated cartoons, the company grew into the worldwide phenomenon that today includes theme parks, feature films, television networks, theatre

The Walt Disney Company Essay

2063 words - 9 pages , the Disney Magic. A further expansion to Walt Disney World was the opening of Animal Kingdom, also in 1998. Key Issues in the Case The case covers four key issues other than the management of Michael Eisner. These issues are the revitalization of TV and movies, expanding into new businesses, regions, and audiences, maximizing theme park profitability, and coordination among businesses. Revitalization of TV and Movies After the creation of

Walt Disney: Investor Communications Strategy

1520 words - 7 pages Walt Disney: Investor Communications Strategy Q1. In your opinion, what are the most critical elements of Disney’s overall investor communications strategy? Do you believe Disney is successful in each of these elements? A1. One of the most important elements of Disney’s investor communications strategy was dividing the shareholder base into three different groups, namely: buy side, sell side, and retail investors. This tactic allows a

Walt Disney

802 words - 4 pages Imagine being a child remembering how simple times were. All you had to do all day was play with your toys. Think about all those hours spent making up game after game. It didn’t matter whether it was a fancy toy or a cardboard box we had imagination. Unfortunately as we grow older we lose that imagination. One man in particular was able to not only keeps his, but share it with the world. Walt Disney was able to create a world in which

Walt Disney

526 words - 3 pages This is one of the most fabulous books I have ever read, it is a biography of Walter Elias Disney, also know as the creator of Mickey Mouse. Walt was born Chicago on December 5, 1901. When he was first born he learned a lot about his father's occupation as he grew; his father was a farmer. Walt has many big brothers, the most important one is Roy, you will find out why he is important later in this book report. Walt has only one sister, which is

Walt Disney

1039 words - 5 pages Walt Disney World SWOT Analysis [pic][pic]A SWOT analysis can be used to analyze Disney World. [pic] Walt Disney is one of the best-known names in the world of entertainment. The name is associated with countless animated films, theme parks and resorts--including the Walt Disney World resort in Orlando, Florida. Although this resort is world famous and has been extremely successful, it is still subject to market forces. In order to

The Walt Disney Company

4162 words - 17 pages The Walt Disney Company Since its founding in 1923, The Walt Disney Company and its affiliated companies have remained faithful to their commitment to produce unparalleled entertainment experiences based on the rich legacy of quality creative content and exceptional storytelling. The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with four

Walt Disney: Was the Man Really Behind the Magic?

2598 words - 11 pages Was the Man Really Behind the Magic? "Try to imagine a world without Walt Disney. A world without his magic and whimsy" ("Walt" 1). With Walt's optimism and persistence, he was able to help animation become what it is today. He had the ability to "see the entire picture" while connecting the past to the future to make life more enjoyable ("Walt" 1 of 5). “‘You won't find anyone who can really explain the magic of Walt,’ said Disney artist

Case Study

948 words - 4 pages Case Study: Disney Few companies have been able to connect with a specific audience as well as Disney has. From its founding in 1923, the Disney brand has always been synonymous with quality entertainment for the entire family. The company, originally founded by brothers Walt Disney and Roy Disney, stretched the boundaries of entertainment during the 20th century to bring classic and memorable family entertainment around the world. Beginning

Annotated Bibilography

3068 words - 13 pages for my case study as Kunz touches on how Disney generates its revenue for each of the four divisions within the Walt Disney Company. He used “The Lion King” as an example to show how it was able to generate total revenues in billions following in the decades after 1994. Disney’s “Frozen” is very much alike as; it’s commercial success has become the highest grossing animation film of all time. This journal article contains useful information for my

Ethics and Compliance Paper

1546 words - 7 pages Ethics and Compliance Paper The Walt Disney Company was founded in 1923. It has been the mission for Disney and its affiliated companies to produce unparalleled entertainment experiences based on the rich legacy of quality creative content and exceptional storytelling (The Walt Disney Company, 2010). For over eight decades the name Walt Disney has successfully entertained families to the extent the family’s desire more from the

Related Papers

Walt Disney Case Study

3140 words - 13 pages Case study Walt Disney By Ilia Natchev February 3rd 2013 Strategic Management Introduction The Walt Disney Company represents

Walt Disney Case Analysis

1139 words - 5 pages DISNEY CASE PREPARED BY RYAN MENZIES September 29, 2013 FOR OL 421 STRATEGIC MANAGEMENT AND POLICY INTRODUCTION: The Walt Disney Corporation was founded on October 16, 1923 by brothers Walt and Roy Disney. They were primarily an animation studio before expanding their operations to include other ventures. The company became publicly traded on May 6, 1991 on the Dow Jones Industrial Average. The company has come under some criticism

Case Conflict At Walt Disney Essay

905 words - 4 pages Management Organization ____________________________________________________________________________ Week 6 Case Assignment 1. How would you describe the conflict between Michael Eisner and the Weinstein brother, the two board members (Disney and Gold), and Steve Jobs” Was it functional or dysfunctional? The functional conflict is defined as a confrontation between groups that enhances and benefits the organization’s performance

Case Study (Disney Consumer Products) Not My Work

2318 words - 10 pages in the animated films to avoid the repetition of the products. Again, caution should be taken on the pace of the revolution as competitors may take advantage. In addition, lobbying should be intensified for nutritional laws to be passed by the political class, and, finally, the company should further expand into alternative income generating businesses. Summary of Case Study The case study casts light on the history of Walt Disney Company. The