Walt Disney was born in 1901 in Chicago and showed an early interest in art. He pursued his artistic talents and studied commercial art. After serving in World War I, Disney began producing animated short films. He created the character Mickey Mouse in 1928, which was a huge success. Disney continued innovating, producing the first full-length animated films in the 1930s. He opened Disneyland theme park in 1955, which was hugely popular and the beginning of the Disney brand's expansion into parks and resorts.

2. Early Enterprises... Walt Disney was born on December 5, 1901 in Chicago Illinois, to his father Elias Disney, and mother Flora Call Disney. Walt had very early interests in art , he would often sell drawings to neighbors to make extra money. He pursued his art career, by studying art and photography by going to McKinley High School in Chicago. Walt began to love, and appreciate nature and wildlife, and family and community, which were a large part of agrarian living. Though his father could be quite stern, and often there was little money, Walt was encouraged by his mother, and older brother, Roy to pursue his talents .

3. Walt joined the Red Cross and was sent overseas to France, where he spent a year driving an ambulance and chauffeuring Red Cross officials. Once he returned from France, he wanted to pursue a career in commercial art, which soon lead to his experiments in animation. He began producing short animated films for local businesses , in Kansas City. By the time Walt had started to create The Alice Comedies , which was about a real girl and her adventures in an animated world, Walt ran out of money, and his company Laugh-O-Grams went bankrupted. Instead of giving up, Walt packed his suitcase and with his unfinished print of The Alice Comedies in hand, headed for Hollywood to start a new business. The early flop of The Alice Comedies inoculated Walt against fear of failure; he had risked it all three or four times in his life. Walt's brother, Roy O. Disney and Walt borrowed an additional $500, and set up shop in their uncle's garage . Soon, they received an order from New York for the first Alice in Cartoonland(The Alice Comedies) featurette, and the brothers expanded their production operation to the rear of a Hollywood real estate office. On July 13, 1925, Walt married one of his first employees, Lillian Bounds, in Lewiston, Idaho.

4. In 1928 Walt created a new animated character, Mickey Mouse. Mickey was constructed from two large circles, one for the trunk and one for the head, to which were appened two smaller circles, representing ears, along with rubber hose arms and legs that terminated in plump hands ( ungloved at this early stage) , and large booted feet that provided him stability . He was also equipped with a long, skinny tail, a plump shaped nose, and buttoned eyes . He was designed for maximum ease of animation (circular forms are easier to animate effectively) But beyond that Mickey was provided with something that was new to the medium: “ A REAL PERSONALITY” Creation of Mickey mouse

5. Another factor that made Mickey an immediate hit was that he had good tune to be the right mouse at the right place at the right time ( Steamboat Willie , was the first cartoon with a soundtrack) Disney was quick to see that his future would depend upon wedding sound to the cartoon medium . To do this properly, he realized, would demand care and imagination . An early Mickey Mouse model sheet which shows the basic simplicity if his design

6. At that time colour in the animated series was new. Disney signed a deal with Technicolor to have exclusive animation rights to the use of their new “three- strip system” for the next two years. In 1932, the production entitled Flowers and Trees won Walt the first of his studio's Academy Awards.

7. In mid- thirties , Mickey had become a national symbol and as such he was expected to behave properly at all times. It was becoming harder to find comic situations for him that would not give offence in some quarter. Besides this restriction, the cartoons were always very innovative.

8. Animated classics Initial success did not satisfy Disney for long. In 1930’s he began to think seriously about producing a feature- length animated film . REASONS: The Disney shorts were so popular that they often shared billing with the main feature , but because film rental was determined by running time , the potential revenue from these shorts was limited . Disney was anxious to work within an expanded format that would give him a chance to evolve more complex ideas and greater naturalism.

9. Walt Disney started with “ Snow White & Seven Dwarfs ” as his first full-length animated musical feature .A During the next five years, Walt Disney Studios completed other full-length animated classics such as Pinocchio, Fantasia, Dumbo, and Bambi. Apart from the products of the feature animation department, there have been other full length animated films like Duck Tales: The Movie (1990), a mediocre spin-off of a television series, and A Goofy Movie (1995), which succeeded very well within its own terms.

10. Disney artists were very little experienced in animating the human form. So, special classes by Do Graham were provided to them to improve their knowledge of anatomy. Bringing the human form to life was the exclusive goal of the artists.

11. Snow White was the first feature where transparent colours were employed for the background paint.

12. Sleeping Beauty (1959) began with high hopes but ended with disappointment. Highly stylized treatment tended to slow the action and interfere with character development.

13. A Second Flowering - Beauty and The Beast ( 1991)

14. Beast had to be shown sympathetic (although no less terrifying) Give life and naturalism to the objects of the story. Nominated for an Academy Award- Best Picture Category- first time an animated picture was accorded this honor

15. Disney created an animated movie, Toy Story (1995), in which computer- generated animation was used to create a world realistic enough to sustain a feature- length story. The movie was the result of a collaboration between Disney and Pixar , a computer animation company founded by George Lucas and now owned by Apple Computer cofounder Steve Jobs. Toy Story introduced a new era in animation with such authority that it established itself as an instant classic. Other Disney/ Pixar film are: A Bug’s life, Cars, Incredibles etc.

16. In 1946 Disney started creating full-length live- action films . In these movies a full complement of professional actors is used to tell an entirely fictional story . Cartoon inserts helped sell the movie to the public. A still from Song of the South

17. History then conspired to push Disney towards a series of all live- action historical pictures. Because of post war monetary restrictions, a significant portion of Disney financial assets were frozen in Great Britain. He could access the money only if it was being employed there , and on the advice of his brother Roy, Walt decided to use it to make films in the British Isles . The fruits of this venture are: Treasure Island , The Story of Robin Hood and his Merrie Men , etc

19. Walt Disney presents his vision of a “magical park”. The more he dreamt of it, the more elaborate his plans became.In 1954, the year before Disneyland opened, Walt Disney shared his ideas on TV and to potential investors- by using maps and concept drawings to show that Disneyland would be like.

20. As Walt Disney sat at a bench, at an amusement park, watching his daughters play, he noticed how ragged and filthy the small amusement park was. He also observed people's reactions to different rides, and noticed how children's parents had nothing to do. They would be anxious to go home, while their children were still having fun, and playing. This is where Walt was conjuring, and planning a new type of amusement park; one that would be clean, and would have attractions for parents and children together. This was Walt Disney's idea, which eventually turned to be Disneyland.

21. Years before Disneyland was constructed, Walt was thinking, generating, and creating everything in his mind. He traveled the United States, and visited buildings of Americas most prolific inventors and creators, such as Thomas Edison's Workshop, the Wright Brothers Bicycle shop, and the home of the Dictionary magnate Noah Webster. While visiting these places, he was formulating and dreaming of a "Mickey Mouse Park" with a western village, Main Street, and more, these ideas would eventually form Disneyland. When the real designing came around, Walt was met with inevitable questions. How do you make believable wild animals, that aren't real? How do you make a Mississippi paddle ship? How do you go about building a huge castle in the middle of Anaheim, California? So, Walt Disney looked to his movie studio staff for the answers. The design of Disneyland was something never done before. There would be five uniquely different lands.

22. Then-Vice President Richard Nixon and family help Disney introduce the Disneyland Monorail, on June 14, 1959.

24. A ‘stylized version of the founder’s signature’ Signifies the brand name and promises secure, cheerful and quality American mainstream entertainment. Different animations and styles were introduced in the Walt Disney logo to complement the entertainment quality and the technological breakthroughs of the era. The original Walt Disney logo, to a large extent, has retained its uniqueness, however, over the time,

25. Other than the regular logo, the company uses different logos on its different products. A castle on a blue background version of the Walt Disney logo is used for the movie releases and as the curtain-raiser to its films. The Walt Disney signature with “World” added to it is used for the company’s resorts "Walt Disney World Resort"

26. A Mickey’s head is adopted for the company’s Mickey Mouse Club and “Studios” was added to the Walt Disney logo signifying Disney Studios around the world.

27. Business Segments

28. Disney, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with four business segments: Media Networks Parks and Resorts Consumer Products Studio Entertainment

29. 1.) Media Networks Media Networks comprise a vast array of broadcast, cable, radio, publishing and Internet businesses . Key areas include: Disney-ABC Television Group, ESPN Inc., Walt Disney Internet Group, ABC owned television stations, and a supporting headquarters group. Marketing, research, sales and communications functions also exist within the segment. .

30. A) ABC Television Network Its Media Networks unit is centered around the A Better Community (ABC) television network. ABC Television Network provides broadcast programming to 228 affiliated stations across the U.S. The Network encompasses ABC News, which is responsible for news programming on television, radio and the Internet ; ABC Entertainment, responsible for ABC’s primetime and late-night entertainment programming; ABC Daytime , producer of the network’s successful cache of daytime programming; as well as ABC Kids, the Network’s children’s programming platform

31. B) Disney Channel Disney Channel is a 24-hour general entertainment television network that offers television programming for children through original series and movies as well as third party programming. It is marketed to mostly young children , however in recent years the diversity of viewers has increased.

32. C) ESPN ESPN , formerly an acronym for Entertainment and Sports Programming Network , is an American Broadcasting cable television network dedicated to broadcasting and producing sports-related programming 24 hours a day . ESPN is 80 percent owned by ABC, Inc., which is an indirect subsidiary of The Walt Disney Company.

33. D) Radio Disney Radio Disney is a radio network based in Dallas, Texas in the United States broadcasting music and other content targeted at children and young teenagers. Rad

34. E) Walt Disney Internet Group (WDIG) The Walt Disney Internet Group (WDIG) offers a compelling mix of interactive entertainme nt and information content and services for Internet and mobile devices for audiences around the world.

35. Also included in the Media Networks segment are Buena Vista Television. In 1980, the name Buena Vista was changed to Walt Disney Buena Vista

36. 2.) Parks and Resorts

37. Disney's Parks and Resorts is not just home to Disney's beloved characters but the place "Where Dreams Come True." The segment traces its roots to 1952, when Walt Disney formed what is today known as Walt Disney Imagineering to build Disneyland Park in Anaheim, California./ Since then, Parks and Resorts has grown to encompass the world-class Disney Cruise Line , eight Disney Vacation Club resorts (with more than 100,000 members), Adventures by Disney, and five resort locations (encompassing 11 theme parks, including some owned or co-owned by independent entities) on three continents: Disneyland Resort , Anaheim, California Walt Disney World Resort , Lake Buena Vista, Florida Tokyo Disney Resort , Urayasu, Chiba Disneyland Resort Paris , Marne La Valle, France Hong Kong Disneyland , Penny's Bay, Lantau Island A

38. 3.) The Walt Disney Studios The Walt Disney Studios distributes motion pictures under: Walt Disney Pictures - which includes Walt Disney Animation Studios, Pixar Animation Studios DisneyToon Studios - Touchstone Pictures, Hollywood Pictures and Miramax Films. Walt Disney Studios Motion Pictures International serves as the studio's international distribution arm. Walt Disney Studios Home Entertainment distributes Disney and other film titles to the rental and sell-through home entertainment markets worldwide. Disney Music Group distributes original music and motion picture soundtracks under Walt Disney Records, Hollywood Records, and Lyric Street Records.

39. 4.) Disney Consumer Products (DCP)

40. Disney Consumer Products (DCP) is the business segment of The Walt Disney Company that Aextends the Disney brand to merchandise ranging from apparel, toys, home décor, books and magazines to interactive games, food and beverages, stationery, electronics and animation art. This is accomplished through the work of DCP's various lines of business: Disney Toys, Disney Apparel, Accessories, and Footwear, Disney Food, Health, and Beauty, Disney Home, Disney Publishing, Disney Stationery, Disney Interactive Studios, Baby Einstein, and www.DisneyShopping.com. DCPs' origins trace back to 1929 when Walt Disney licensed the image of Mickey Mouse for use on a children's writing tablet.

41. Apparel Ranking as the world's 12th largest apparel brand - larger than Faded Glory, Benetton and Banana Republic, Disney Apparel, Accessories, and Footwear utilizes the extensive vault of Disney content to create unique and fashionable products for the young and young at heart . Disney has also expanded its presence in the footwear market by collaborating with up-and-coming brands such as Crocs and by developing new licensing business models with leading retailers such as Payless Shoes.

42. Disney Interactive Studios, the interactive entertainment affiliate of The Walt Disney Company , is a global business unit that self-publishes and licenses a broad portfolio of video games for multiple platforms in all major markets worldwide. Video games from Disney Interactive Studios are inspired by the breadth of intellectual properties throughout The Walt Disney Company and its subsidiaries . In addition, Disney Interactive Studios creates original intellectual properties that have the potential to expand beyond the video game market into other business areas of The Walt Disney Company. Disney Interactive Studios

43. Food , Health & Beauty Disney Food, Health & Beauty offers products for all ages inspired by beloved Disney characters, Disney films and Disney Channel shows. Most recently, the group has been a driving force behind The Walt Disney Company’s strategy to promote healthy eating habits for kids. Through new food licensing programs, product reformulations and relationships with leading retailers around the world, the Disney food group offers parents healthy alternatives their kids will love.

44. Disney Home offers home décor and design programs inspired by classic Disney properties such as Disney Princess, Mickey Mouse Provides creative room solutions for all ages. Disney Home has also expanded into non-character, Disney-branded designs featuring the whimsy of Disney characters and the classic style of Walt Disney himself. Home

45. Publishing The legacy of Disney Publishing Worldwide (DPW) began with the introduction of the first Disney comic strip in 1930. Walt Disney felt that print would enhance the Disney movie experience, while also allowing the introduction of characters to those who had yet to see certain films. Disney books, magazines and comic books often hit international markets first, paving the way for the company to enter new global markets by establishing the brand in countries such as China and Russia.

46. Stationery Greeting cards, party goods, posters, scrap-booking and back-to-school supplies have all played a starring role in the expansion of Disney Stationery's contribution to the growth of Disney Consumer Products' (DCP) business since 2000. In addition to youth products, Disney Stationery recently designed a line of upscale leather bound journals and photo albums inspired by vintage Disney art.

47. Disney Toys has been bringing magic to playtime for children and families all over the world. Toys Based on annual retail sales, Disney Toys* would be considered the third largest toy company in the world if it operated as an independent toy business. This success comes from Disney Toys' dedication to its role as an innovator and leader in the development of traditional toys to contemporary playthings that bring Disney characters and stories to life.

48. MARKETING STRATEGIES

49. Capitalize on current events: Mickey mouse’s dog was named PLUTO after the discovery of the planet Pluto by Clyde Tombaugh

50. Get your employees behind your product: Threw a party for his employees after the success of “Snow White & Seven Dwarfs”.

51. Embrace new technology: Added sound to his Mickey Mouse cartoon, Steamboat Willie (1928) which resulted in the rodent becoming a national craze. In 1950’s Walt embraced the new medium of television as a way to keep the public informed about what his studio was doing.

52. Surprise To tie in with their yearlong theme, “The Year of a Million Dreams,” Disney has added a brilliant twist to the age-old favourite. They’ve added surprise. Here’s their twist. “Imagine walking through one of the Walt Disney World Theme Parks when a Cast Member taps you on the shoulder to offer you a dream come true. Right now, over a million extra-special dreams, some thought impossible, are being randomly awarded to people just like you.”

53. CFor their Existing ustomers

54. Walt disney Generating New Business

55. PC Market Disney’s business model has always evolved around Mickey Mouse because the animated figure incorporates the positive characteristics of the corporation. From an economical perspective Mickey Mouse is a powerful marketing tool because he is recognized all over the world and generates enormous capital gains . Integrating the ears of Mickey Mouse on their new personal computers has create a new source of revenue The above statement is a conclusion from the trends in the PC market because between 1990 and 1999 US households with personal computers increased from 22% to 53%.

56. Indian Market The second approach to generating new business is integrating Disney’s business model into new international markets and cultures. With a new Walt Disneyworld theme park in Tokyo, Disney has expanded their business into the Indian market. With the world’s second largest population in India, Disney appears to have made the right decision in their effort to globalize. India has many indicators that point out to Disney’s globalization efforts; (1) lower labor costs, (2) second largest customer base, (3) low competitive environment, and (4) India’s interest and investment into the entertainment industry.

57. DreamWorks Sony Pictures Entertainment Warner Bros. COMPETITORS

58. MARKET SHARE OF ANIMATION STUDIOS ( JAN 1- FEB 18, 2008) Fall under Walt Disney

59. STRENGHTS Global Standardization Target Customer: Children Creative process Popular Brand Name Diversification WEAKNESSES Excessive Research & Development Constant Up Gradation High Investment High Risk Factor SWOT Analysis

60. OPPORTUNITIES Merchandise Global Localization: Think global, Act Local Characters of national or regional appeal Cheaper alternatives to soft toys Disney Music Channel Disney School of Management/ Training Institute THREATS Competitors: National, Regional & Global Employee Retention Highly Demanding in terms of Sales, Creativity and Innovation Unprofitable or hasty acquisition Brand Consistency Product Differentiation

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