Disney case study

1. The Walt Disney Company
“A Great Place to Work”

2. The Person-
• Walter Elias Disney was born
December 5th 1901
• Attended McKinley High School
studied Art and Photography
• In 1919 his brother Roy landed him
a job at Pesmen-Rubin Art Studio

3. The Beginning- 1923
The End- 1923
In that same year the studio accumulated debt and
declared bankruptcy
The Walt Disney Company started in 1923 in the rear of a small office
occupied by Holly-Vermont Realty in Los Angeles.
In this small office Walt Disney, and his brother Roy, produced a series
of short live-action/animated films collectively called the ALICE
COMEDIES. The rent was a mere $10 a month.

4. If at first you don’t succeed, try, try again …
• In 1925 they moved to Hollywood and started Disney Brothers’ Studio
• In 1928 they invented a character called Oswald the Lucky Rabbit.
• The Disney Brothers produced 3 cartoons featuring Mickey Mouse.
• In 1929 Silly Symphonies was created staring Minnie Mouse, Donald
Duck, Goofy and Pluto

5. Early Accomplishments
In 1933 Walt Disney won an their
first Oscar for Flowers and Trees ,
the first to be produced in color
animated .
1937 Snow White and the Seven
Dwarfs premiered, produced $1.5
million during the great
depression and won 8 Oscars
Walt’s last success before he died
was Mary Poppins 1964.

6. Tenants of Walt Disney Company
Success
Vision
Mission Statement
Culture
Diversification and Expansion
Leadership and Legacy
Social Responsibility and Corporate Citizenship

7. His Vision
The Walt Disney Company focused on three
fundamental pillars:
Generate the best creative content possible
Foster innovation utilizing the latest technology
Expand into new markets around the world
- Roger Iger

8. Walt Disney Company Mission
Statement
“ 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."

9. Disney Culture
• Innovate
• Organize
• Educate
• Entertain

10. Diversification
• Disney has four main areas that consist of:
• Media networks
• Theme parks
• Studio entertainment
• Products and Souvenirs.
For over eight decades countless families have fallen in love with the
large company that Walt and Roy created several years ago.

11. Expansion
• 1955 17 Million Dollar Disneyland Opened
• 1971 Disney World
• 1983 Tokyo Disney
• 2001 California Adventure Opened

12. Disney Leadership Qualities
• Caring.
• Instill a sense of unity.
• Ask the right questions.
• Use strategy to be creative and influential .
• Work Hard.

13. Team Building through the
Movies
• Mulan- “I’ll make a man out of you”.
• The Lion King – Rafiki, Simba & Mufasa.
• Toy Story 2 – Crossing the Road.
• Remember the Titans.

14. Global Footprint
The Walt Disney Company, with its variety of diversified businesses and
distinctive brands, is the world's leader in high-quality family
entertainment. With operations in more than 40 countries, its
approximately 166,000 employees and cast members around the world
set the standard in the future of entertainment.

15. Global Footprint
Its artists, engineers and business innovators work together to create
emotionally engaging stories, content and experiences that are
supported by global brands, which are also locally and culturally
relevant. They value the unique perspectives that come from different
regions and cultures and understand that the strength of The Walt
Disney Company is its incredible family of employees and cast
members around the world, each of whom bring their unique passion,
perspective and thoughts to work every day.

16. Global Footprint
Whether its Disney or Marvel, ESPN or PIXAR – in China or the United
States, India or Argentina, Russia or the United Kingdom -- the people
of The Walt Disney Company create content and experiences in ways
that are relevant to the many cultures and localities found around the
world.

17. Corporate Citizenship
• Disney’s Nature's Oceans- Disney helped conserve more than 35,000
acres of coral reef in the Bahamas on behalf of moviegoers who saw
the film during its opening week.
• Give a Day, Get a Disney Day- Disney Parks provided a free, one-day
admission ticket to anyone who performed a day of volunteer service
at a participating organization.
• Disney's Planet Challenge- Disney challenges 4th – 6th graders to
create and implement their own projects to help the environment at
their schools and in their communities.

18. Social Responsibility- KLD
Indexes
The Walt Disney Company is a proud member of a number of KLD
Indexes. Disney has been a member of the Domini 400 Social Index
(DS400) since its inception on May 1, 1990, and is a current member of
KLD's Broad Market Social Index (BMSI), Large Cap Social Index (LCSI),
Large-Mid Cap Social Index (LMSI) and the Catholic Values 400 (CV400).

19. ...and they lived happily
ever after.
-The End

20. Mini cases (Philip kotler and Kelvin lane keller)
• 1. What does Disney do best to connect with its core consumers?
Explain?
• What are the risks and benefits of expanding the Disney brand in
new ways?

21. DISCLAIMER
• Introduction
• Vision
• Culture
• Diversification
• Global foot print
• Corporate citizenship