Walt Disney Case Study

In: Business and Management

Submitted By umut2310
Words 5465
Pages 22
The Walt Disney

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 distributor M.J. Winkler had stolen their cartoon characters and animators in attempt to undercut them. With the help from their chief and loyal animator, Ub Iwerks, Walt created Mortimer Mouse, which was renamed Mickey Mouse by his wife. The first cartoon with synchronized sound was released at the Colony Theater in New York, November 18, 1928. Walt Disney won its first Academy Award for Best Cartoon in 1932 and continued to be honored with an Oscar every year for a decade. Walt Disney consumer products started when Walt and Roy accepted $300.00 from a man that insisted Mickey should be applied to paper towels for school children. The company became public in 1940 and followed with the release of five successful feature films, including Snow White, Fantasia, Pinocchio, Bambi and Dumbo. In turn they revolutionized animation forever. In 1955, the first of many Disneyland theme parks were opened. At the same time, television became a new, huge, and successful avenue for its fans. "I can never stand still. I must explore and experiment. I am never satisfied with my work. I resent the limitations of my own imagination." –Walt Disney (Disney Dreamer, 2007). Due to this dream…...

Similar Documents

Walt Disney Case

...Walt Disney Co.: The Entertainment King (Harvard Business School Case No. 701035-PDF-ENG) Team F: Erin Webster, Garvey Young and Jennifer Zammataro 1. Disney’s long-term success can be linked to their well-instilled corporate values and their commitment to maximizing synergy throughout the corporation. Page four of the case lists their corporate values as “quality, creativity, entrepreneurship, and teamwork.” Throughout Disney’s history, these four values have propelled the company forward to the leader it is today. In order to maintain the level of quality associated with the Disney brand, Eisner believed that a high level of toughness was needed. The first page of the case has a quotation from Michael Eisner stating, “If you aren’t tough, you just don’t get quality.” This quote exemplifies Eisner’s management style and the value he placed on strong decision-making throughout the firm. Even before Eisner’s time, however, Disney had built a corporation around tough decisions and detail oriented management in order to maintain quality. Throughout each expansion of the Disney brand, Walt maintained control of the “complete entertainment experience.” One example of this strict quality management can be seen in how Disney opened their first theme park, Disneyland. In order to cut back on the investment capital in the beginning stages of the park’s opening, they licensed the food and merchandising operations. As soon as the park had generated enough...

Words: 1791 - Pages: 8

Walt Disney Case Analysis

...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 for its productions, which are mainly targeted towards children, for having overt sexual references hidden among them. Other accusations made toward the company include human rights violations for its various employees that manufacture millions of the products the company sells in its stores and theme parks. Despite some of these negative occurrences, the company brought in over $42 billion in revenue in 2012 and also employs almost 200,000 people. CURRENT MISSION, GOALS, AND STRATEGY: Walt Disney Corporation has one of the most diverse venture portfolio of any company today. They own production studios, theme parks, television networks, radio stations, retail establishments and other things in all corners of the globe. The company maintains what can be considered as “modest” goals for themselves, which is to continue the Disney brand around the world, with a strong emphasis on the Asian market, which is not as strong as the company would like. EXTERNAL ANALYSIS: See attached EFEM Disney is a moderate company externally...

Words: 1120 - Pages: 5

Walt Disney Harvard Case Analysis

...Case Summary The Walt Disney Company had successfully grown internationally by diversifying its entertainment empire. From its humble beginnings as a cartoon business starring one character, its business expanded to feature films – animated and live-action, film distribution, network and cable television, theme parks, retail stores, merchandising, publishing, and Broadway. After years of growth however, the company recently experienced sub-par performance and slower growth. Strategic Issue This deterioration in performance was preceded by Disney’s ambitious acquisition of CapCities/ABC, which made Disney the largest entertainment company in the U.S. Given its size and recent financial downturn, what opportunities exist for the company to achieve CEO Michael Eisner’s goal of 20% annual growth? Factors Contributing to Problem - With the purchase of ABC, Disney vertically integrated into a mature and highly competitive television industry. The merger also posed synergy challenges due to the immense size of both organizations and the difficulty in eliminating overlap across businesses and processes. - The ABC merger also presented culture clashes between the two organizations. In an attempt to achieve synergies across the company, Disney’s corporate culture became increasingly competitive and cost-driven, leading to an exodus of many high-level executives. - Rising costs in television programming, especially sports, hurting profitability. ESPN, for example, paid...

Words: 509 - Pages: 3

Walt Disney Case Study

...A Disney America: No Happily Ever After 1. Do you think Disney made the correct decision in its plans to design, and then cancel, the Disney America project? Why? Did Disney lack understanding of the general and task environments? The right decision to stop was the right one. If Disney continues to pursue this park in Haymarket, Virginia it was feared that it would destroy civil war history. But it isn’t opponents that affected the proposed park. It was internal and task environments that were in continual turbulence. The attendance and profits were down at all theme parks. 2. How does Disney’s value of its corporate image differ from that of other companies? Do you view Disney differently? Why? Disney’s overall image before reading this article is that Disney is pure and wholesome. However, in the article, Disney’s plan was to buy land in ways that kept the public from knowing what his true intention was for the parks in Orlando and Anaheim. When this was tried for in the new park, the residence of this area felt this would ruin a lot of the civil war history. We would view Disney as deceiving the general public; this was not ethical to create his wealth. In business, you need to be up front and honest with all transactions. However, you could say if he did not do this both parks may have not been built. 3. Walt Disney Co. was founded by an entrepreneur and was once a small business. Name three ways in which you think Disney has contributed to the American......

Words: 377 - Pages: 2

Walt Disney Case

... Case Preparation For Discussion (Walt Disney) 1. Central problem/issue in case: Disney’s performance began to deteriorate after the acquisition of ABC. Prior to acquisition, ABC was the top performer among networks. After the acquisition by Disney, it fell to third place. Aspects that were detrimental to the acquisition/partnership included: Disney failed to seek advice from investment bankers; the sheer size of the two companies—the two were a good match, but companies that large were highly complicated; culture clashes between ABC executives and Disney, as Disney tended to micromanage operations. 2. Why has Disney been successful for so long? Disney, over the course of its existence, branched out into many different venues—feature films, a TV station, merchandising, and theme parks. Some were hugely successful, while others were not as successful; however, those that were, usually saw massive profits. The company has constantly branched out into new fields. It also usually takes control of whatever field it is in; it may outsource something in order to get setup, but it then takes over. An example of this was its distributor. At first Disney used an outside distributor for its films, but it then created its own distributor in order to save on distribution costs. 3. What did Michael Eisner do to rejuvenate Disney? Specifically, how did he increase net income in his first four years? 1) Rebuild Disney’s TV and Movie Operations – Eisner launched several shows......

Words: 508 - Pages: 3

Case Conflict at Walt Disney

...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’ while dysfunctional conflict is defined as any confrontation or interaction between groups that harms the organization or hinders the achievement or organizational goals. Though, a point the Ivancevich makes is that in most cases, the point at which functional confrontation becomes dysfunctional is impossible to identify precisely. My opinion is that the conflict was mostly dysfunctional as it was starting to “hinder the achievement of organizational goals.”. It was also to some small degree a functional conflict as well – but it was largely dysfunctional. One could argue that this was a functional conflict to a point because Eisner helped turn around Disney in the 1980s and mid-1990s. They were functional in that even though the conflicts existed between Eisner and the Weinstein brothers and with Steven Jobs, the company was successful despite these widely publicized issues. Also, even though the conflicts were high profile in the media, Disney was still very successful. And also functional conflict because Eisner’ Conflicts......

Words: 880 - Pages: 4

Walt Disney Case Study

...                The  Walt  Disney  Company:   A  Corporate  Strategy  Analysis                               Written  by  Carlos  Carillo,  Jeremy  Crumley,  Kendree  Thieringer  and  Jeffrey  S.  Harrison  at  the  Robins   School  of  Business,  University  of  Richmond.  Copyright  ©  Jeffrey  S.  Harrison.  This  case  was  written  for   the  purpose  of  classroom  discussion.  It  is  not  to  be  duplicated  or  cited  in  any  form  without  the  copyright   holder’s  express  permission.  For  permission  to  reproduce  or  cite  this  case,  contact  Jeffrey  S.  Harrison   (RCNcases@richmond.edu).  In  your  message,  state  your  name,  affiliation  and  the  intended  use  of  the   case.  Permission  for  classroom  use  will  be  granted  free  of  charge.  Other  cases  are  available  at:   http://robins.richmond.edu/centers/center-­‐for-­‐active-­‐business-­‐education/research/case-­‐network.html   November  2012     "Walt was never afraid to dream. That song from Pinocchio, 'When You Wish Upon a Star,' is the perfect summary of Walt's......

Words: 10115 - Pages: 41

Walt Disney Case

...What is Walt Disney Company’s corporate strategies? Creating high family context exploiting technology innovation to make entertainment experiences more memorable internal expansion Disney’s enhances the capabilities and resources of its core animation business with the addition of new animation skills and characters with accusations of pixar and Marvel use theme parks and resorts as a way to enter into new markets ESPN, ABC, Mirimax films, the Anaheim Angels, Fox Family Channel, Resorts and parks, Cruise lines, retail stores, interactive game division, creating new videos, Marvel, use of technology through internet and smartphone apps international expansion What is the long term attractiveness of business segments in Disney’s business portfolio? Media Network: 8.9 Attractive market projected growth rate and size, intense competition, many opportunities and threats, cross industry strategic fit, large resource requirements, seasonal changes, social, political, regulatory and environmental factors, industry profitability are all high lower industry business risk Parks and Resorts: 7.68 Attractive market projected growth rate and size, intense competition, cross industry strategic fit, seasonal changes, social, political, regulatory and environmental factors, industry profitability are all highly effective factors Moderate opportunities and threats and lower business risks Consumer Products: 6.65 Attractive High cross industry fit, resource requirements,......

Words: 877 - Pages: 4

Walt Disney Case Analysis

...Walt Disney Case Analysis Corporate Strategy The Disney brand is extremely well known, but most may not realize how diversified the company actually is. The company is made up of media networks, theme parks and resorts, studio entertainment, consumer products, and interactive media. Walt Disney Company’s corporate strategy involves three aspects; creating high-quality family content, exploiting technological innovations to make entertainment experiences more memorable, and internal expansion. Disney wants the whole family to be involved. Much of their success is due to targeting not just children, but the entire family. The movies and shows they release are done with family in mind. Theme parks and resorts, Disney Cruises, live performances and interactive media are all aimed at creating high quality family content. Disney acquired Pixar, Marvel, and Playdom in order to satisfy their second corporate strategy. The acquisition of Marvel and Pixar was intended to enhance Disney’s animation abilities to make experiences more memorable. Playdom gave the company new online gaming capacities that Disney hoped would help to improve its struggling interactive media division. UTV was acquired to facilitate its international expansion efforts. Disney’s international expansion strategy mainly focused on opportunities in emerging overseas markets. As of 2012 The Disney Channel was available in more than 100 countries and reached 75 percent of viewers in China and Russia. This......

Words: 1872 - Pages: 8

Walt Disney Case

... Executive Summary The Walt Disney is an American diversified multinational mass media and entertainment company, founded in Burbank, California in 1923 by two brothers Walt and Roy O. Disney. The companies success can be attributed to the ability exceed customer’s expectation and deliver magical moments to the audience. The main core value of the company can be identified in the cast members, who are considered the main bridge to deliver the company’s core values. As well to support cast members the company equipped the park with new technologies, the process not only reduce waiting time but also increase customer’s satisfaction. However the company initially face some globalization issues due to the lack of communication between corporate and regional offices. Walt Disney today in order to avoid culture clash has enabled local office globally distributes to compare and contrast the local customs and demands. The company in order to financial grow and reaming the leader in this sector has to invest in emerging market, as well as technology. Executive Summary 2 Methodology 4 Introduction 4 Issue of Statement 5 Company highlights 5 Market impact 5 Service deliver 6 Technology innovation 7 Centralization process 7 Competitor analysis. 8 Decentralization process. 8 Service issues. 8 Glocalization 9 Disney parks experiences. 10 ......

Words: 3137 - Pages: 13

Walt Disney Case

...Case; The Walt Disney Company: The Entertainment King The case starts with this phrase: I only hope that we never lose sight of one thing – that it was started by a mouse. This phrase was said by Walt Disney ans for him this was a important part the growth of the company. Here after am I going to analyse this case y answering three questions. Why has Disney been successful for so long? The main reason why Walt Disney has been so successful is the quality and type of their products and that they have had a very successful and tactful management over their creative content and resources. Walt Disney has been able to sustain superior performance, this you can see on that disney have been able to fend off the competition and manage to keep the business profitable over the long run, because you can not imitate their characters and products. The company is proteced by different barriers that helps to not being able to imitate their products. One other thing that makes Walt Disney so successful is that they have invested in the right areas that can help them produce growth and added value. They have been able to produce movies that people want to see and started the industry of animation with color and therefore been very big in their industry. Walt Disney started with shorts, but soon went over to full length movies to manage to come further in the industry. They became famous of always doing their best and the innovative thinking the company had kept the company ahead of the......

Words: 791 - Pages: 4

Walt Disney Case

...Case 20: The Walt Disney Company Introduction The Walt Disney Co. is an enigma in these rough economic times for the sole purpose that they show minimal signs of slowing down. Mickey Mouse has his hands dipped into everything and from an investor’s standpoint that’s a good thing because that equals diversification, and in turn, diversification lowers risk. The Disney Company operates in several areas of the media and entertainment industry. They have recently acquired Pixar, which consistently provides box office record sales with their animated films. Along media entertainment lines, Disney also operates dominant media channels ABC and ESPN. These are two channels that carry with them a strong loyal following. Sports have always been America’s past time and it’s unlikely to see them ever declining or the viewership that goes along with it. People have always poured capital into sports and will continue to for many centuries to come. Aside from Disney’s ventures, investors focus and confidence should be in the trademark of Disney. Characters such as Mickey Mouse and Buzz Light-year are icons that will never be lost in the pages of time. Kids and adults alike will always want to participate in the next big thing the company has to offer and these kinds of expectations will always lead to Disney having a stable stock price and even unstable in the positive manner because the growth potential is limitless for this company. You can see that limitless with the many......

Words: 10253 - Pages: 42

Walt Disney Case

...Strategic Management Case Study: The Walt Disney Company Group 10: 1. What were the businesses developed at Disney until 1983? 1. Animation: ● 1923 founded Disney Brother Studio >> full-length animated film ● 1927 Luck Rabbit ● 1928 Mickey Mouse >> licensing ● 1937: Snow white >> re-release >> Mix live action ● Disney Music Co 2. TV Special: ● 1950/1954 ABC produced TV series, live-action moive >> Buena Vista Distribution (eliminate distribution fee) ● early 1980: Touchstone (Expand the business to teenagers & adult) ● 1983 Disney channel 3. Create universal timeless family entertain] ● 1954 ABC produced TV series & Disneyland (imagineers >> seperate from Disney Production) ○ built a Park for entire family ○ Corp. sponsorship is used to minimize the cost of upgrading attractions and adding exhibits ○ generate traffic >> in-house travel co. & travel agency ○ bringing live shows ○ hotels ● EPCOT (Experimental Prototype Community of Tomorrow) 2. What did Eisner do for Disney during 1984-1993? What are the resources and capabilities that Disney possess at that time? Resources & Capabilities: ● R Human resource ○ Eisner’s background: well business acumen and operating managment skills & past experinece of COO of Paramon ● C Coporate culture ○ history and culture of Co. and lagacy of Walt (training program) ○ 文化妥協 (cultureal cherrobyl) ● C Managing Creativity ○ forced tension between creative and finance......

Words: 419 - Pages: 2

The Walt Disney Company Case

...Case Presentation Chart re: The Walt Disney Company: The Entertainment King HBS Case #2 Introduction The Walt Disney Company has truly been “the entertainment king” in the 83 years since its founding. This is largely due to the vision of Walt Disney, as well as the strategic management skills of Michael Eisner. The work of these two men, as well as countless others at The Walt Disney Company has created an innovative business model with universal appeal. A History of Disney The Disney Brothers Cartoon Studio was founded in California in 1923 by Walt and Roy Disney. The brothers had a contract to produce “Alice Comedy” films about a live girl in an animated world. Over the next four years, around 55 films are produced in the series. In 1927, The Disney Studio began indirect production for Universal Pictures’ films “Oswald the Lucky Rabbit.” The brothers produced 26 films in their first year. In 1928, Universal took the contract from the Disney Studio, and Walt Disney created Mickey Mouse by widening Oswald’s ears and changing his clothes slightly. Mickey’s film debut was also in 1928 in the film “Steamboat Willie.” 1937 saw the release of Disney’s first feature-length animated film, Snow White and the Seven Dwarfs. In 1940 the company made its initial public stock offering, and ten years later, Treasure Island, Disney’s first entirely live-action film was released. Walt Disney himself also appeared on television for the first time in 1950. In 1955, Walt......

Words: 2042 - Pages: 9

Walt Disney Case

...Walt Disney Company Walt Disney is more than just a billion dollar industry in not only the United States, but all over the world. Walt Disney represents the idea of happiness and a sense of tradition for families all over the world. According to the case in the text, Walt Disney has fallen 26 percent in 2006 with their Movie Studio being the worst performing division reporting in an operating loss of $12 million dollars. Their number of DVD sales is also part of their structure that has been declining since 2006 up to 2009. Walt Disney needs to change up their strategic plan from what it was when the company was founded back in 1923. They cannot expect to keep up with the competition if they are not willing to change their plan and start gearing it towards their future instead of the past and present. Mission and Vision Statements. According to the text, Disney’s mission statement 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.” It also states that Disney does not have vision statements. In order to gear their strategy for the future, it is crucial that Disney develops clear and concise vision statements. I think this is the first problem that contributes to their recent dramatic revenue drop and a simple......

Words: 1274 - Pages: 6