Walt Disney Company is a leading global entertainment company known for connecting with consumers through innovative storytelling and experiences across its business segments of media networks, parks and resorts, studio entertainment, and consumer products. Disney has grown since its founding in 1923 to become a worldwide phenomenon through diversifying its offerings and adopting emerging technologies to engage consumers with progressively richer entertainment. Some risks to Disney's strategy include balancing innovation with preserving its legacy brand reputation as it expands into new areas.

1. Norwilyne Joy Garcia, Karla Mae Jalad
Jason Que, Kenneth Sulipa
MM 230 – Marketing Management
University of the Philippines
Prof. Mita Angela M. Dimalanta

3. COMPANY PROFILE:
Walt Disney Company is a multinational mass
media & entertainment conglomerate in
Burbank, California.
It’s the world's
2nd largest media conglomerate in revenue and
63rd largest company with recorded $52.46
billion revenue in 2015.

4. COMPANY PROFILE:
With its subsidiaries and affiliates, it’s a leading
diversified international family entertainment &
media enterprise with business segments:
media networks,
parks and resorts,
studio entertainment, consumer products and
interactive media.

5. COMPANY MISSION:
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.

6. COMPANY HISTORY:

7. COMPANY HISTORY:

8. COMPANY HISTORY:

9. COMPANY HISTORY:

10. COMPANY STRATEGY:
Their strategic direction for
The Walt Disney Company
focuses on generating the
best creative content possible,
fostering innovation and
utilizing the latest technology, while expanding into
new markets around the world.
A commitment to excellence, creativity and innovation. Disney’s executive team's vision and strategic direction deliver
stories, characters and experiences that are welcomed into hearts and homes of millions of families around the world.

11. COMPANY STRATEGY:
RESPONSIBLE SUPPLY CHAIN
Ethical sourcing of Disney-branded products is a
focus of overall corporate citizenship efforts. Disney promotes ethical production of Disney-branded
products by working to improve labor conditions in production facilities, testing product safety and
integrity, & exploring ways to reduce environmental footprint of its supply chain.

12. COMPANY POSITION:
Disney’s stories, characters &
experiences reach consumers & guests from every
corner of the globe
With operations in over 40 countries
its employees and cast members work
together to create entertainment
experiences that are both
universally and locally cherished.

13. 1: WHAT DOES DISNEY DO BEST TO
CONNECT WITH ITS CORE CONSUMERS?
Walt Disney Company is one of the
world’s largest media entertainment
companies able to connect with
core consumers. Since its founding
in 1923 by brothers Walt and Roy Disney,
Disney has grown into a worldwide
phenomenon it is today. To connect with
its consumers, Disney diversified its service
offerings into 5 business segments:
The Walt Disney Studios, Parks and Resorts,
Disney Consumer products, Media Networks
and Interactive Media.

14. Disney adopted emerging technologies to connect with its consumers through
progressively richer media and entertainment experience. Disney succeeded by constantly
changing its parts, themes of new movies while still making available nostalgic characters
to remind an entire generation of multimedia they grew up with.
Disney adapted its core businesses with the development of new technologies for the
convenience of its consumers. With Apple Pay in Disney Stores , customers can purchase
using near-field communications (NFC) capabilities on few iPhones.

15. RISK
Greatest risk faced by Disney as it expands in new ways is staying true to its legacy while also
keeping it pertinent and up-to-date with consumers. Disney took great caution not to tarnish
their brand name and staying relevant in society. CEO of Disney, Bob Iger stated that “when
you deal with a company that has a great legacy; you deal with decisions and conflicts that arise
from the clash of heritage versus innovation” (Kotler &Keller, 2012). Coping with these
conflicts and preserving the legacy should be a number one priority during expansion. Along
with the risk of heritage loyalty come the risk of high investments and greater competition
when seeking other marketing segmentations. Anytime a business raises the share of their
market, competitors will strike back.

16. The ever-changing global or regional economic markets
could be a risk or challenge for Disney. When economic
markets change it affects profits coming into a company.
When a country experiences economic crisis. consumers
spend less during economic turndowns, the company suffers
decrease in profits due to decrease in product purchases.

17. BENEFITS: By expanding into new areas like launching Disney
Channel, Touchtone Pictures, and Touchtone Television, Disney
reached older audiences.
By featuring classic films on video at extremely low prices,
Disney reached a whole new generation of children.
By venturing into publishing, international theme parks, and
theatrical productions, Disney reached a variety of audiences
around the world.
It’s expansion strategy helped bring in more revenues and
profits.

18. Disney continued to innovate over many decades and had never grown
stagnant. With innovative technology, they came ahead of their business life
cycle. Their theme parks still retains its original characters - like Mickey and
Minnie Mouse - introduced nearly a century ago.

19. REFERENCES:
The Walt Disney Company. (n.d.). Retrieved October 8, 2016, from
The Walt Disney Company:https://thewaltdisneycompany.com/about/
Wikipedia. (n.d.). The Walt Disney Company. Retrieved October 8, 2016, from
Wikipedia:https://en.wikipedia.org/wiki/The_Walt_Disney_Company
The Walt Disney Studios. http://studioservices.go.com/disneystudios/
history.html . Retrieved on 14 October 2016.