The Walt Disney Company the Art of Brand Building Keeps...

The Walt Disney Company has evolved from a wholesome family-oriented entertainment company into a massive multimedia conglomerate. Not only is Disney a producer of media but it also distributes its and others’ media products through a variety of channels, operates theme parks and resorts, and produces, sells, and licenses consumer products based on Disney characters and other intellectual property. CEO Michael Eisner has been instrumental in many of these changes. How can such extensive changes occur while trying to maintain the Disney brand? Disney Through the Years After his first film business failed, artist Walt Disney and his brother Roy started a film studio in Hollywood in 1923. The first Mickey Mouse cartoon, Plane Crazy,†¦show more content†¦The deal came in the same week as Westinghouse Electric Corporation’s $5.4 billion offer for CBS Inc. Disney represented one of several consolidations of the media conglomerates that increasingly control the distribution of entertainment programming in the United States. Disney ranked as the third largest media conglomerate behind AOL Time Warner and Viacom. Eisner appreciated the importance of both programming content and the distribution assets needed to deliver it. (4) As a result of many of Eisner’s decisions, The Walt Disney Company has been transformed from a sleepy film production studio into a major entertainment giant, with its revenues of over $2 billion in 1987 increasing to $22 billion in 1997. (5) Its stock price has multiplied over 15 times, creating enormous wealth for both stockholders and executives of Disney. One of the biggest questions arising from the ABC deal is whether Disney paid too dearly for declining network assets. Viewership among all the major networks was declining. According to Michael Jordan, the CEO of CBS, â€Å"the pure network television business is basically a low-margin to breakeven business.† (6) The networks were squeezed by having to pay extravagantly for programming and were attracting an audience of older viewers who were scorned by advertisers. However, another way to lookShow MoreRelatedThe Walt Disney Company: The Art Of Brand Building Keeps Disney Center Stage1660 Words   |  7 PagesThe Walt Disney Company has evolved from a wholesome family-oriented entertainment company into a massive multimedia conglomerate. Not only is Disney a producer of media but it also distributes its and others’ media products through a variety of channels, operates theme parks and resorts, and produces, sells, and licenses consumer products based on Disney characters and other intellectual property. CEO Michael Eisner has been instrumental in many of these changes. How can such extensive changes occurRead MoreWalt Disney’s New World of Mass Media Essay2940 Words   |  12 Pagesaround every corner. Walt Disney World, other wise known as â€Å"the happiest place on earth†, or the place â€Å"where dreams come true†, was founded by a man with a dream of creating a place where children and parents could spend time together while making amazing memories. However, this extravagant amusement park is only one of the major accomplishments of Walt Disney. Walt Disney’s greatest achievement is the impact he made on America’s mass media industry. Disney took his talent for art and design to theRead MoreThe Walt Disney Company Report15335 Words   |  62 PagesCompany Research Paper The Walt Disney Company Pranay Kumar George Batah Shuxian Shen Sheng Hao Koo â€Å"We have complied with university honor code in completion of this assignment and I attest that this work is ours and ours alone.† Professor Suzanne Weiss Contents 1. Executive Summary 2. Company Background 3. Management 4. Situation Analysis 5. Ethics and Responsibility 6. Human Resource 7. Globalization 8. Operation and Production Read MoreWalt-Disney World Internship Report7881 Words   |  32 PagesInternational Tourism Internship Report â€Å"Dreams Come True† Exploration in Disney Student Name: Student Number: Internship Sponsor: Li, Danping 0609853G-B111-0073 The Walt Disney World Resort Internship Duration: Aug, 10th, 2008 ~ Jan, 16th, 2009 Submission Date: Apr, 30th, 2009 Brief Description of My Internship Fantastic memories of 169 days living in America, almost six months working in Walt Disney World offers an unforgettable experience in my personal life and has great influenceRead MoreWalt Disney Case16863 Words   |  68 Pages9-701-035 REV: JULY 25, 2001 D MICHAEL G. RUKSTAD DAVID COLLIS O The Walt Disney Company: The Entertainment King I only hope that we never lose sight of one thing—that it was all started by a mouse. —Walt Disney The Walt Disney Company’s rebirth under Michael Eisner was widely considered to be one of the th great turnaround stories of the late 20 century. When Eisner arrived in 1984, Disney was languishing and had narrowly avoided takeover and dismemberment. By the end of 2000, howeverRead MoreHk Disney16299 Words   |  66 Pagesthe direct and indirect competitors of Hong Kong Disneyland when it comes to other theme parks, tourist destinations and also hotels in Hong Kong. The TOWS analysis provides a study of the threats, opportunities, weaknesses and strengths that the company is either presently experiencing or might be experiencing in the future. The TOWS matrix includes the respective implications as well as the possible action plans needed to be carried out to minimize the threats and weaknesses and to maximize theRead MoreNike Is Brand Of Apparel And Sports Equipment Essay2155 Words   |  9 PagesNike is brand of apparel and sports equipment that operates in North America, Western Europe, Central and Eastern Europe, Greater China, Japan and other emerging markets. The company was founded by William Jay Bowerman and Philip H. Knight in 1964 and was officially incorporated on September 8, 1969. (Reuters, 2016) On May 31, 2016, the company narrowed products into nine separate categories: Running, NIKE Basketball, the Jordan Brand, Football (Soccer), Men’s training, Women’s training, Action sportsRead MoreTeaching Notes Robert Grant - Strategy 4th Edition51665 Words   |  207 PagesStrategies: Merrill Lynch, Charles Schwab and E*Trade 83 10 11 12 Emi and the CT Scanner [A] [B] 88 Rivalry in Video Games 98 Birds Eye and the UK Frozen Food Industry 109 1 CONTENTS 13 14 15 16 Euro Disney: From Dream to Nightmare, 1987–94 116 Richard Branson and the Virgin Group of Companies in 2002 125 General Electric: Life After Jack 131 AES Corporation: Rewriting the Rules of Management 139 2 Introduction This new edition of Cases in Contemporary Strategy Analysis has been developedRead MoreResources Capabilities20336 Words   |  82 PagesResources and Capabilities Analysts have tended to deï ¬ ne assets too narrowly, identifying only those that can be measured, such as plant and equipment. Yet the intangible assets, such as a particular technology, accumulated consumer information, brand name, reputation, and corporate culture, are invaluable to the ï ¬ rm’s competitive power. In fact, these invisible assets are often the only real source of competitive edge that can be sustained over time. —HIROYUKI ITAMI, MOBILIZING INVISIBLE ASSETS Read MoreEssay on Netflix Case Study8846 Words   |  36 PagesTable of Contents Company Overview 4 Issues 5 Analysis External Analysis Dominant Economic Feature 8 Competitive Forces Ââ€" Five Forces Model 10 Driving Forces 12 Key Success Factors 14 Competitor Analysis 15 Industry Attractiveness 21 Internal (Company) Analysis Company Strategies 21 SWOT Analysis 23 Value Chain Analysis 29 Competitive Strength Assessment 30 Strategic Issues and Obstacles The Walt Disney Company The Art Of Brand Building Keeps... The Walt Disney Company has evolved from a wholesome family-oriented entertainment company into a massive multimedia conglomerate. Not only is Disney a producer of media but it also distributes its and others’ media products through a variety of channels, operates theme parks and resorts, and produces, sells, and licenses consumer products based on Disney characters and other intellectual property. CEO Michael Eisner has been instrumental in many of these changes. How can such extensive changes occur while trying to maintain the Disney brand? Disney Through the Years After his first film business failed, artist Walt Disney and his brother Roy started a film studio in Hollywood in 1923. The first Mickey Mouse cartoon, Plane Crazy, was†¦show more content†¦ushered in a new era in the history of Disney. (2) Work the Brand Michael Eisner has been involved in the entertainment industry from the start of his career (ironically, beginning at ABC Television in the 1960s). He exhibits a knack for moving organizations from last place to first through a combination of hard work and timely decisions. For example, when he arrived at Paramount Pictures in 1976, it was dead last among the six major motion picture studios. During his reign as the company’s President, Paramount moved into first place with blockbusters such as Raiders of the Lost Ark, Trading Places, Beverly Hills Cop, and Airplane, along with other megahits. By applying lessons he learned in television at ABC to keep costs down, the average cost of a Paramount picture during his tenure was $8.5 million, while the industry average was $12 million. (3) Eisner viewed Disney as a greatly underutilized franchise identified by millions throughout the world. In addition to reenergizing film production, Eisner wanted to extend the brand recognition of Disney products through a number of new avenues. Examples of his efforts over the years include the Disney Channel (cable), Tokyo Disneyland (Disney receives a management fee only), video distribution, Disney Stores, Broadway shows (Beauty and the Beast), and additional licensing arrangements for the Disney characters.Show MoreRelatedThe Walt Disney Company: the Art of Brand Building Keeps Disney Center Stage1781 Words   |  8 PagesThe Walt Disney Company has evolved from a wholesome family-oriented entertainment company into a massive multimedia conglomerate. Not only is Disney a producer of media but it also distributes its and others’ media products through a variety of channels, operates theme parks and resorts, and produces, sells, and licenses consumer products based on Disn ey characters and other intellectual property. CEO Michael Eisner has been instrumental in many of these changes. How can such extensive changes occurRead MoreWalt Disney’s New World of Mass Media Essay2940 Words   |  12 Pagesaround every corner. Walt Disney World, other wise known as â€Å"the happiest place on earth†, or the place â€Å"where dreams come true†, was founded by a man with a dream of creating a place where children and parents could spend time together while making amazing memories. However, this extravagant amusement park is only one of the major accomplishments of Walt Disney. Walt Disney’s greatest achievement is the impact he made on America’s mass media industry. Disney took his talent for art and design to theRead MoreThe Walt Disney Company Report15335 Words   |  62 PagesCompany Research Paper The Walt Disney Company Pranay Kumar George Batah Shuxian Shen Sheng Hao Koo â€Å"We have complied with university honor code in completion of this assignment and I attest that this work is ours and ours alone.† Professor Suzanne Weiss Contents 1. Executive Summary 2. Company Background 3. Management 4. Situation Analysis 5. Ethics and Responsibility 6. Human Resource 7. Globalization 8. Operation and Production Read MoreWalt-Disney World Internship Report7881 Words   |  32 PagesInternational Tourism Internship Report â€Å"Dreams Come True† Exploration in Disney Student Name: Student Number: Internship Sponsor: Li, Danping 0609853G-B111-0073 The Walt Disney World Resort Internship Duration: Aug, 10th, 2008 ~ Jan, 16th, 2009 Submission Date: Apr, 30th, 2009 Brief Description of My Internship Fantastic memories of 169 days living in America, almost six months working in Walt Disney World offers an unforgettable experience in my personal life and has great influenceRead MoreWalt Disney Case16863 Words   |  68 Pages9-701-035 REV: JULY 25, 2001 D MICHAEL G. RUKSTAD DAVID COLLIS O The Walt Disney Company: The Entertainment King I only hope that we never lose sight of one thing—that it was all started by a mouse. —Walt Disney The Walt Disney Company’s rebirth under Michael Eisner was widely considered to be one of the th great turnaround stories of the late 20 century. When Eisner arrived in 1984, Disney was languishing and had narrowly avoided takeover and dismemberment. By the end of 2000, howeverRead MoreHk Disney16299 Words   |  66 Pagesthe direct and indirect competitors of Hong Kong Disneyland when it comes to other theme parks, tourist destinations and also hotels in Hong Kong. The TOWS analysis provides a study of the threats, opportunities, weaknesses and strengths that the company is either presently experiencing or might be experiencing in the future. The TOWS matrix includes the respective implications as well as the possible action plans needed to be carried out to minimize the threats and weaknesses and to maximize theRead MoreNike Is Brand Of Apparel And Sports Equipment Essay2155 Words   |  9 PagesNike is brand of apparel and sports equipment that operates in North America, Western Europe, Central and Eastern Europe, Greater China, Japan and other emerging markets. The company was founded by William Jay Bowerman and Philip H. Knight in 1964 and was officially incorporated on September 8, 1969. (Reuters, 2016) On May 31, 2016, the company narrowed products into nine separate categories: Running, NIKE Basketball, the Jordan Brand, Football (Soccer), Men’s training, Women’s training, Action sportsRead MoreTeaching Notes Robert Grant - Strategy 4th Edition51665 Words   |  207 PagesStrategies: Merrill Lynch, Charles Schwab and E*Trade 83 10 11 12 Emi and the CT Scanner [A] [B] 88 Rivalry in Video Games 98 Birds Eye and the UK Frozen Food Industry 109 1 CONTENTS 13 14 15 16 Euro Disney: From Dream to Nightmare, 1987–94 116 Richard Branson and the Virgin Group of Companies in 2002 125 General Electric: Life After Jack 131 AES Corporation: Rewriting the Rules of Management 139 2 Introduction This new edition of Cases in Contemporary Strategy Analysis has been developedRead MoreResources Capabilities20336 Words   |  82 PagesResources and Capabilities Analysts have tended to deï ¬ ne assets too narrowly, identifying only those that can be measured, such as plant and equipment. Yet the intangible assets, such as a particular technology, accumulated consumer information, brand name, reputation, and corporate culture, are invaluable to the ï ¬ rm’s competitive power. In fact, these invisible assets are often the only real source of competitive edge that can be sustained over time. —HIROYUKI ITAMI, MOBILIZING INVISIBLE ASSETS Read MoreEssay on Netflix Case Study8846 Words   |  36 PagesTable of Contents Company Overview 4 Issues 5 Analysis External Analysis Dominant Economic Feature 8 Competitive Forces Ââ€" Five Forces Model 10 Driving Forces 12 Key Success Factors 14 Competitor Analysis 15 Industry Attractiveness 21 Internal (Company) Analysis Company Strategies 21 SWOT Analysis 23 Value Chain Analysis 29 Competitive Strength Assessment 30 Strategic Issues and Obstacles