The Walt Disney Company Research


The Walt Disney Company, commonly known as Walt Disney or simply Disney is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios in Burbank, California. was established on October 16, 1923 by brothers Walt and Roy O. Disney as the Disney Brothers Cartoon Studio; it also operated under the names The Walt Disney Studio and Walt Disney Productions before officially changing its name to The Walt Disney Company in 1986. The company established itself as a leader in the American animation industry before diversifying into live-action film production, television, and theme parks. walt disney which has the biggest impact on this company worked in many things before he started this company with the rest of his brothers he was a film producer, director, voice actor, ententainer and screen writer Today In our presentation we are going to talk about everything related to this company.

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The Corporate history

1923-1928: Silent film era

1928-1932:Mickey Mouse and Silly Symphonies

1934-1945:Snow White and the Seven Dwarfs and World War II

1946-1954: Post-war and television


1966-1971:Deaths of Walt and Roy Disney and opening of Walt Disney World

1972-1984:Theatrical malaise and new leadership

1984-2005:Michael Eisner era and “”Save Disney”” campaign

2005:present: Bob Iger era Merger with 21st Century Fox Launch of Disney


State the vision, mission, goals of the company.

Identify targeted market and targeted customers.

The product and services the Company provide.

The philosophy in producing goods and services.

Strategies used by company.

Applying SWOT analysis on the company.

Considering some facts about the company.

Introducing the stockholders.

Discussing the company Views


Walter Elias Disney was born in Chicago in 1901 with a modest family. Walter’s favourite hobby was drawing, where he sold his first paint to one of his neighbor when he was 7 years old. He studied at the photography and art school when he was 15 years old but the first world war was held and he forced to fight with the army. After the war ended, he went back to his country, at this time, Disney didn’t know what he could work, there were no opportunities to work for him. The only thing that he can do properly was drawing, so he decided to work with a journal as an Illustrator, but he has been expelled because he was not creative enough as they were believed and then, he decided to work with Hollywood as an actor but he failed. At this time, Disney recognized that he has no talent, therefore, his brother Roy helped and hired him in a studio for movie’s advertisements. From here, Disney learned how to use the camera, he had an idea of drawing and photographing the movies. So, he opened with his brother a small studio called” Disney brothers” in which they invented the first cartoon character called ”Oswald the lucky rabbit”. It was Disney’s Innovation. Unfortunately, he discovered that those who worked with him had stolen the cartoon’s Rights that he invented and Disney lost everything. Disney did not give up and he continued his work by creating a new idea, the idea was: a mouse in which it can speak.

He shows his idea on many production companies in Hollywood. Many people made fun of this idea and some considered it a scary idea for women and children. Disney did not care about what they said and he insisted to implement this idea with his brother. He decided to name the mouse ”Mortimer Mouse”. But Disney’s wife ”Lilian” recommended to name it ”Mickey Mouse” because it is shorter than Mortimer Mouse. So, he named it ”Mickey Mouse”. Disney aimed to make the first Cartoon film by himself. After he made many characters: Donald Duck, Plato, Mini, and Mickey. He did not stop here, he worked on Snow White and The Seven Dwarfs film. Then, Disney got 8 Oscars and earned a lot of money. As a result, Disney began to work on many films and characters. Finally, before Disney’s death, he decided to build a theme park called ”Disney park” consisted of all characters that he draws to entertain people and families who loved his characters.

Mission statement 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 products. The company’s primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.

Vision statement is

to be one of the world’s leading producers and providers of entertainment and information


Past goals for the Walt Disney was that he wanted to open an affordable good experience for children and parents to create memories.

current goals are to reduce their impact on the nature and how much fuel and waste they use and produce. They are currently trying to use less and produce less waste to better the environment. The company is mostly focusing on family, the community, and inspiring children to help around the community.

Target Market segment

Walt Disney company uses a mix of demographic, psychographic and behavioral segmentation strategies.

There biggest segments is children, they attract them with their animated cartoons, merchandise, theme parks. also, adults are their target segments now, as we all knew that Disney has big influences in our life

They use differentiated targeting strategy to serves different customer groups, differentiation is possible because creativity in employs

Disney is the second largest media conglomerate and it has a high brand value, so they garners a high share as a result they use value-based positioning strategy

Services and product provided by Walt Disney company:

Disneyland, is an entertainment resort in Anaheim, California. Owned and operated by Walt Disney through parks, experiences and consumer products division and is home to entertainment parks( Disneyland park and Disney California adventure), three hotels, and a shopping ,dining and entertainment complex known as downtown Disney.

Philosophy of producing goods and services in Walt Disney

Family Entertainment:

Disney theme park is an entertainment method in which others can share laugher, surprises, discovery and enjoyment together with other people. Walt Disney once said :” I think what I want Disneyland to be must of all is a happy place where adults and children can experience together some of the wonders of life, adventure and feel better because of it!” Walt Disney’s wish was realized through the original Disneyland in California. The concept of (family entertainment) becomes the basis of all Disney theme parks and resorts world wide.

Theme show:

Theme parks designed in a special atmosphere different from everyday life in which guests use all of five sense to experience and enjoy a fantasy world, filled with adventure, history and the future.

The four keys: (listed in order to provide high quality theme show)

1) safety: insures the safety of all theme park facilities through technical maintenance.

2) courtesy: cast members treat guests in a friendly manner through appropriate language and polit attitudes.

3) show: cast members keep in their mind the idea that ”everyday is opening day for us” when they are play their roles.

4) efficiency: very important to provides happiness to guests. Higher efficiency will be realized by good team work based on safety ,courtesy and show.

adhering to the fundamental concepts behind the Disney theme parks means that Tokyo Disney will never stop growing and developing ”theme show” that will never be completed.

Competitive and business strategies

Disney uses (product differentiation) as its generic competitive strategy. Michael Porter’s model states that this strategy include unique products offered to many market segments. For instance, the company offers its entertainment products to all the persons in the world, especially with the core emphasis on families which has kids. This generic competitive strategy focusses on quality and uniqueness through innovation differentiate the company’s products from competitors. The subsidiary Walt Disney Imagineering Research & Development, Inc. has dedicated teams to ensure the uniqueness of entertainment experiences in the company’s theme parks and resorts. The company’s growth strategies and associated strategic objectives are applied alongside this generic competitive strategy. The Walt Disney Company’s generic competitive strategy pushes for product-focused strategic objectives. Such business focus is necessary for supporting product development efforts to differentiate the company from competitors.

The Walt Disney Company’s has many business strategies for growth such as Product development, Market Penetration,

Product development: Is the Walt Disney Company’s primary business growth strategy. This strategy offers new products in the company’s current or existing markets. For instance, the company releases new movies with corresponding merchandise to generate more profits from its target customers worldwide.

Market Penetration: The Walt Disney Company achieves growth partly through market penetration. As a secondary business strategy, market penetration enables growth by increasing sales of existing products in the company’s current markets. For example, one of the corporation’s strategic objectives is to use aggressive advertising to increase its revenues from products released in the global entertainment industry.

SWOT Analysis

Strengths of The Walt Disney CompanyInternal Strategic Factors

Highly successful at Go To Market strategies

Strong Free Cash Flow that provide resources in the hand

Strong dealer community not only promote company’s products but also invest

Highly skilled workforce through successful training and learning programs.

Strong distribution network that can reach majority of its potential market.

Weakness of The Walt Disney CompanyInternal Strategic Factors

High attrition rate in work force have to spend a lot more compare to its competitors on training and development of its employees.

Financial planning is not done properly and efficiently. that the company can use the cash more efficiently than what it is doing at present.

Not very good at product demand forecasting leading to higher rate of missed opportunities thus end up keeping higher inventory both in-house and in channel.

The company has not being able to tackle the challenges present has to build internal feedback mechanism from sales team to counter these challenges.

Not highly successful at integrating firms with different work culture. is successful at small companies and it fails to merge firms

There are gaps in the product range sold by the company

Opportunities for The Walt Disney CompanyExternal Strategic Factors

Economic uptick and increase in customer spending, to capture new customers and increase its market share.

to increase its competitiveness compare to the other competitors.

Organization’s core competencies can be a success in similar other products field.

The new taxation policy can impact the way of doing business and can open new opportunity for established players

Decreasing cost of transportation because of lower shipping prices can reduce the cost products

New trends in the consumer attitude can open up new market to build new streams.

New customers from online channel the company

Threats The Walt Disney Company Facing – External Strategic Factors

  • Rising pay level especially movements can lead to serious pressure on profitability of The company
  • Growing strengths of local distributors also presents a threat in some markets.
  • Shortage of skilled workforce in market represents a threat to steady growth New technologies
  • The company can face lawsuits in markets given – different laws
  • Rising raw material can cause a threat to The Company profitability.

External Environment Factors

Economic Factors that Impact The Walt Disney Company

  • Type of economic system what type of economic system there is and how stable it is.
  • Exchange rates & stability of host country currency.
  • Efficiency of financial markets
  • Education level in the economy
  • Economic growth rate
  • Unemployment rate
  • Interest rates

Social Factors that Impact The Walt Disney Company

  • Demographics and skill level of the population
  • Education level as well as education standard in the The Walt Disney Company
  • Culture (gender roles, social conventions etc.)
  • Some societies
  • Attitudes (health, environmental consciousness, etc.)

Technological Factors that Impact The Walt Disney Company

  • Recent technological developments
  • Technology’s impact on product offering
  • Impact on cost structure in Entertainment
  • Impact on value chain structure in Services sector
  • Rate of technological diffusion

Environmental Factors that Impact The Walt Disney Company

  • Weather
  • Climate change
  • Laws regulating environment pollution
  • Air and water pollution regulations
  • Waste management in Services sector
  • Endangered species
  • Attitudes toward and support for renewable energy

Legal Factors that Impact The Walt Disney Company.

  • Discrimination law
  • Copyright, patents / Intellectual property law
  • Consumer protection
  • Employment law
  • Health and safety law
  • Data Protection

The Main Stockholders

Chairman and CEO Robert Bob took the reins at Disney in 2006.

  • Christine McCarthy obtained the position of senior executive Vice President and CFO at the Walt Disney Company in 2015.
  • Alan Braverman is the senior executive Vice President, general counsel, and secretary of the Walt Disney Company. He is joined Disney in 1996.
  • The longest-serving member on Disney’s boras of directors, Robert W.
  • Walt Disney studio in an American film studio on of the four major business of the Walt Disney company.
  • ABC group is American Broadcasting Corporation

The Organisation Performance

Disney performance is high and it’s measured by four performances management tools

1-Alignment :

The most vital job of all the jobs he did was to pay attention to the staff and guide them towards

.Walt Disney their goals.


Disney had a firm creative vision

and leaders are expected to behave according to their values and vision, which must align with organizational values.

3-Team Effort and Ownership:

Everyone has to contribute, or they become laborers. Walt Disney.

Disney believed that each person had to feel that they were vital to success any film. As such, he involved everyone in the collaboration and evaluation process through production


Disney has developed plans to make the Mahesh team one of these plans is to hold an animation artist to dazzle the team on the next business

The Organization Views .

For many companies, corporate social responsibility (CSR) remains more of an obligation than an actual business practice. Some companies avoid full commitment to CSR because they consider it as an additional cost, but the truth is that corporate social responsibility, when implemented as part of an organization’s overall strategy, can build a brand and build a business. Big example of this is the decision by the Walt Disney Company to take a stand on childhood obesity. They have adopted strict standards on food advertising aimed at children on Disney-owned television channels, radio stations and websites. It enables Disney to take a leadership role on a crucial issue: childhood obesity and healthy nutrition. Based on the amount of media coverage their announcement receives, Disney can take an ownership stake in the issue as well. Their commitment to this policy humanizes its brand and will build even greater customer trust and loyalty. When CSR is thoughtfully integrated as part of a company’s strategy, it pays out on the bottom line. It is the only way to be sustainable in the long-term in every aspect, especially the social one. Do not let CSR remain just an acronym in your company’s vocabulary. CSR is not a cost; it’s an investment that will build your brand and distinguish you from your competitors.


What make Walt Disney so successful?

Some quotes by Walt Disney :

Whenever I go on a ride, I’m always thinking of what’s wrong with the thing and how it can be improved. -Walt Disney

He always improves himself, he try to make every things perfect, because good it’s not enough for Walt Disney

We keep moving forward, opening new doors, and doing new things, because we’re curious and curiosity keeps leading us down new paths.Walt Disney

Being carious help Walt Disney to reach his goals, and he evaluate the discussion to choose the right things for him

When you believe in a thing, believe in it all the way. Implicitly and unquestionableWalt Disney

Walt believes in his talents, even when everyone say “” Mickey Mouse is bad idea but he contended to do it any way and became one of the famous cartoons

Here you leave today and enter the world of yesterday, tomorrow, and fantasy.

Walt Disney

Disneyland will never be completed. It will continue to grow as long as there is imagination left in the world.

Walt Disney

Here is the world of imagination, hopes, and dreams. In this timeless land of enchantment, the age of chivalry, magic and make-believe are reborn – and fairy tales come true. Fantasyland is dedicated to the young-in-heart, to those who that when you wish upon a star, your dreams come true.

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The Walt Disney Company Research. (2019, Jul 03). Retrieved January 29, 2023 , from

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