Walt Disney Company Analysis and Marketing
WALT DISNEY COMPANY PROJECT
With a dream and an ambition, a young man, Walt Disney arrived in Santa Fe California with a cartoon character named Alice. Within months after the Alice cartoon became a hit, Walt and his brother created the Disney Brothers Cartoon Studio, which after a couple of years was renamed to Walt Disney Studio. In 1928, five years after his arrival to California, Walt was able to introduce a new cartoon character, Mickey Mouse. With this introduction, people were seeking amusement and to get their minds away from the gloom of depression. Since then, Walt's ideas and involvement in cartoons led to further success. And success did not stop there, it progressed to what we now known as one of the most creative empires with theme parks around the world and entertainment for many.
Since opening its doors to Disneyland Resort and other Disney resorts around the world, Disney was able to grow and spread its imagination and then it was able to dominate the family entertainment market. With the organization's ability to create a brand name, slowly Disney began to diversify its markets and began to cover a wide variety of products and services ranging from DVDs to more theme parks and resorts to their own cruise ships. Walt Disney Company and its subsidiaries compromise an entertainment company that operates four different business segments. These business segments include Media Networks, Parks and Resorts, Studio Entertainment and Consumer products (Mergent). With its diverse segments, Disney Company "aims to combine imaginative material with masterful marketing, as it delivers popular culture worldwide. The core business strategy feeds a cycle of content creation that allows the company to leverage its franchises across multiple media and entertainment platforms" (Net Advantage / S&P).
LOCATIONS Since opening its "First House of Mouse" (Marketing, P308) in Anaheim, California, the site of Disneyland in 1955, Wlat did not stop jst there. With
With a dream and an ambition, a young man, Walt Disney arrived in Santa Fe California with a cartoon character named Alice. Within months after the Alice cartoon became a hit, Walt and his brother created the Disney Brothers Cartoon Studio, which after a couple of years was renamed to Walt Disney Studio. In 1928, five years after his arrival to California, Walt was able to introduce a new cartoon character, Mickey Mouse. With this introduction, people were seeking amusement and to get their minds away from the gloom of depression. Since then, Walt's ideas and involvement in cartoons led to further success. And success did not stop there, it progressed to what we now known as one of the most creative empires with theme parks around the world and entertainment for many.
Since opening its doors to Disneyland Resort and other Disney resorts around the world, Disney was able to grow and spread its imagination and then it was able to dominate the family entertainment market. With the organization's ability to create a brand name, slowly Disney began to diversify its markets and began to cover a wide variety of products and services ranging from DVDs to more theme parks and resorts to their own cruise ships. Walt Disney Company and its subsidiaries compromise an entertainment company that operates four different business segments. These business segments include Media Networks, Parks and Resorts, Studio Entertainment and Consumer products (Mergent). With its diverse segments, Disney Company "aims to combine imaginative material with masterful marketing, as it delivers popular culture worldwide. The core business strategy feeds a cycle of content creation that allows the company to leverage its franchises across multiple media and entertainment platforms" (Net Advantage / S&P).
LOCATIONS Since opening its "First House of Mouse" (Marketing, P308) in Anaheim, California, the site of Disneyland in 1955, Wlat did not stop jst there. With
Bibliography: (1) Etzel Michael J., Stanton William J., Walker Bruce J., "Walt Disney Co, Continuing to Expand into Tomorrowland", Marketing, McGraw-Hill/Irwin, New York 2004. (2) Khermouch Gerry and Elgin Ben, "HP Wishes Upon A Star", Business Week, 13 Oct. 2003, Iss. 3853, P13. (3) Mendenhall Michael, "Emotional Equity is Still Disney 's Key Asset", Advertising Age, 14 Feb. 2005, Vol. 76, Iss. 7, P24. (4) "Walt Disney Company", March 2002, www.heatherw.com/mk/endorse/disneyco.htm . (5)Wasserman Todd, "Disney 's Cinderella Belle of $150M Ball", Brandweek, 31 Jan. 2005, Vol. 46, Iss. 5, P4. (6)Zoltak James, "Disneyland Resort Offers Two-For-One Promotion", Amusement Business, 23 Feb. 2004, Vol 116, Iss. 8, P7. (7) http://corporate.disney.go.com/corporate/overview.html