DISNEY: A Trip to a Bliss

Few businesses have been able to engage their audience as effectively as Disney has. The
Disney brand has always been associated with reliability, good times, and family-friendly
entertainment of the highest caliber since it was established by brothers Walt and Roy Disney in
1923. Rather than being concerned with "expressing" oneself with esoteric artistic impressions,
Walt Disney once said, "I am interested in amusing people, in delivering pleasure, particularly
laughter, to others.”

The Walt Disney Company has developed into the global phenomenon it is today, with theme
parks, blockbuster movies, television shows, live theater productions, consumer goods, and an
expanding online presence. Mickey Mouse, who would later become its most well-known
character, was initially introduced to the public during its first two decades by a failing animation
studio.

Few people at the time had faith in Disney's vision, but the huge success of sound cartoons and
the 1937 release of Snow White and the Seven Dwarfs—the first full-length animated film—led
to the creation of other cartoon classics throughout the 1940s to 1960s, including Pinocchio,
Bambi, Cinderella, and Peter Pan, as well as live-action movies like Mary Poppins and The
Love Bug and television shows like Davy Crockett.

Walt Disney was regarded as the most well-known person in the world until he passed away on
December 15, 1966. Walt had grown the Disney brand to include consumer goods, television,
cinema, and Disneyland, the business's first theme park, in southern California. The Walt Disney
World theme park in Florida was inaugurated after Walt Disney's passing when Roy Disney
succeeded him as CEO. Roy passed away in 1971, and the business struggled without the
direction of its two founding brothers for a while. The corporation reconnected with its audience
and revive interest in and faith in the Disney brand in the late 1980s.

The Little Mermaid, an animated Broadway-style film that won two Oscars and altered an old
fairy tale, catalyzed the entire phenomenon. Disney developed ground-breaking animated
pictures between the late 1980s and the early 2000s, a period is known as the Disney
Renaissance (1998). The business also devised innovative new strategies to appeal to its core
group of family-oriented customers and to extend into new geographies to appeal to an older
audience. It introduced Touchstone Pictures, Touchstone Television, and the Disney Channel.
Disney reached a new generation of kids by showing classic movies on The Disney Sunday
Night Movie and selling them on DVD at meager costs. It used theater shows, worldwide theme
parks, and publishing to reach a range of audiences all over the world.

Disney's current business structure is divided into five distinct areas: Studio Entertainment,
which produces movies, record labels, and live performances; Parks and Resorts, which
concentrates on the 11 theme parks, cruise lines, and other travel-related assets; Consumer
Products, which sells all Disney-branded goods; Media Networks, which includes Disney's
television networks like ESPN, ABC, and the Disney Channel; and Interactive.
 Executive Summary

The Disney Company is a multifaceted conglomerate of media and entertainment that has been
a cultural mainstay for over a century. They have been an industry leader in animated feature
films for over seventy years. With Disney Company’s iconic parks, movies, television shows,
and merchandise, it has become a valuable asset to anyone seeking an unforgettable
experience. Its legacy and commitment to creating and delivering imaginative and entertaining
content experiences have made it a global force in the entertainment industry.

● Disney Company establishing various objectives that aim to achieve to maintain its
leading role in the entertainment industry.
● Disney Company's ways to connect with its core consumers.
● Disney Company’s risks and benefits in terms of expanding its brand.

Subject Information

Disney is one of the most prominent companies in the entertainment industry. The company's
success is attributed to its well-known brand, diverse product line, and strategic business model.
This case study analysis will be focused on Disney, a highly successful company with a mission
to provide quality entertainment experiences, a strategic business model, and a commitment to
innovation and diversification that have positioned the company for continued success in the
years to come. This case analysis will also discuss the following questions:

● What does Disney do best to connect with its core consumers?

Challenges and Objectives

The Walt Disney Company is a multinational entertainment company that operates in different
business segments such as media networks, parks and resorts, studio entertainment, consumer
products, and interactive media. While the company has maintained a strong presence in the
entertainment industry, it faces various challenges that affect its operations and growth.

Keeping a 90-year-old brand contemporary and relevant with its core audience while adhering
to its history and basic brand values is one of Disney's problems today. "As a brand that people
seek out and trust, it opens access to new platforms and marketplaces, and therefore to new
consumers," said Bob Iger, CEO of Disney. Dealing with a company that has a strong legacy
means dealing with choices and conflicts that result from the collision of tradition with innovation
and relevance. I strongly believe in respecting the past, but I also strongly believe in the need
for innovation and the need to strike a balance between that reverence and the need to remain
current.

Internally, Disney has concentrated on the Disney Difference, which is based on one of Walt
Disney's most famous sayings: "Everything you do, do it well." Do it so expertly that after seeing
you do it, people will want to come back and see you do it once more and they'll want to bring
others to see how effectively you do what you do.

One of the primary challenges the company faces is related to its dependence on a few revenue
streams, particularly in the media network and theme park segments. The company generates
most of its revenues from cable television networks under the media networks, and the parks
and resorts that make up the tourism sector. For instance, the recent COVID-19 pandemic had
a significant impact on the parks and resorts, where they had to remain closed, leading to a
significant decrease in revenue. Therefore, the company needs to diversify its operations by
exploring other business models or sectors to mitigate the effects of revenue fluctuations in
specific segments.

Another challenge facing the company is increased competition in the entertainment industry.
The emergence of social media, online streaming services, and other digital platforms has
introduced new players in the entertainment industry, leading to increased competition for
market share. As such, Disney should leverage technology to create innovative products that
appeal to the changing preferences of its consumers. Furthermore, the company should invest
in strategic partnerships and collaborations with other leading firms to expand its reach into new
markets.

Content piracy is another significant challenge that the Disney Company faces in the digital age.
With the increased availability of online content, piracy is becoming widespread, whereby
individuals access copyrighted materials without remunerating the copyright owners. As such,
the company should adopt anti-piracy measures to protect its intellectual property rights.

Despite the challenges, the Disney Company has established various objectives that it aims to
achieve to maintain its leading role in the entertainment industry. One of the objectives is to
expand its international reach by investing in emerging markets such as Africa, Asia, and the
Middle East. Furthermore, the company aims to invest in digital platforms that allow for a more
personalized and immersive user experience in its interactive media and consumer product
segments.

Additionally, the company aims to create content that resonates with a more diverse audience.
This objective aligns with the company's core values of inclusivity and diversity, which have
been central to its operations over the years. Through the creation of more diverse content, the
company aims to appeal to a broader market and grow its customer base.
The Disney Company operates in a dynamic and ever-changing environment that poses both
new opportunities and challenges. However, by leveraging technology, diversifying its
operations, and investing in strategic partnerships, the company can maintain its position as a
leading entertainment brand. Furthermore, addressing issues such as content piracy and
investing in anti-piracy measures is critical to protecting its intellectual property rights. Finally, by
setting clear objectives, the company can develop strategies that align with its long-term vision
and goals.

How Product/Service Helps

The Walt Disney Company has been entertaining audiences since 1923 and continues to be a
leader in the entertainment industry. The company's products and services can be characterized
as innovative, interactive, and diverse.

One of the primary ways the Walt Disney Company's products and services help individuals and
families is by providing entertainment options. Disney offers a range of entertainment options
from movies to theme parks, television shows to video games, and even cruise vacations.
Disney's products and services are geared towards people of all ages, from children to seniors,
ensuring there is something for everyone.

Disney's merchandise is also widely loved and helps fans to connect with their favorite
characters, movies, and franchises. From toys to clothing, Disney merchandise is always in high
demand. Disney's reputation for producing high-quality merchandise is well-deserved and helps
fans to feel closer to the characters and stories they love.

Disney's theme parks and resorts provide a unique and immersive experience for visitors that is
second to none. The company has long been recognized as leader in the theme park industry
and continues to create new and innovative attraction experiences. Disney's parks are known
for featuring world-class dining options, quality accommodations, and top-notch customer
service.

Creating possibilities for shared experiences is one of the ways that Disney's goods and
services improve the lives of its customers. Disney goods and services can help create a sense
of neighborhood by uniting fans who share a passion for the company's fictional characters and
franchises. Relationships between family members and friends can be strengthened by this
sense of belonging and shared experience.

Finally, Disney's products and services have an impact far beyond just entertainment. The
company is committed to social responsibility and making a positive impact on the world.
Disney's philanthropic efforts are wide-ranging and have included supporting education,
healthcare, and environmental causes.
Walt Disney Company's products and services have a significant impact on the lives of people
worldwide. From entertainment options to merchandise to unique experiences at theme parks
and resorts, Disney's offerings provide a broad range of benefits to individuals and families.
Additionally, the company's commitment to social responsibility helps to make the world a better
place. Overall, the Walt Disney Company's products and services have an incredible ability to
entertain, inspire, and connect people around the world.

Results

Disney Company, one of the most popular companies in the entertainment industry, has always
been known for its amazing products and services, from movies to theme parks. These products
and services are not only entertaining but also provide numerous benefits to their customers.

Firstly, Disney movies are not only entertaining but also educational. They often have strong
moral lessons that teach children about the importance of kindness, teamwork, and
perseverance. For example, movies like "The Lion King" teach children about the circle of life,
while "Frozen" teaches them about the power of love and overcoming fear. These movies are
not only enjoyable but also provide valuable life lessons that can help children grow into
well-rounded individuals.

Secondly, Disney Company's theme parks offer an immersive experience for visitors, which can
help reduce stress and improve mental health. According to a study published in the Journal of
Travel Research, theme parks can provide a brief escape from everyday stressors and promote
well-being. Disney parks are known for their well-designed rides, beautiful scenery, and live
performances, all of which can help visitors relax and enjoy their surroundings.

Thirdly, Disney Company's products and services promote a sense of belonging and community.
As a global brand, Disney has created a cultural phenomenon that transcends borders and
unites people of all ages and backgrounds. For example, Disney's famous "Star Wars" franchise
has millions of fans worldwide who gather at conventions to celebrate their love for the movies
and characters. This sense of connection and belonging can benefit mental health, as it
provides a sense of purpose and social support.

Additionally, Disney's goods and services assist people and communities economically. The
corporation promotes local businesses through tourism and employs thousands of people
globally. For instance, Disney's theme parks and resorts bring in billions of dollars yearly,
supporting and creating jobs in the regions where they are located.

Disney Company's products and services provide numerous benefits to their customers, from
entertainment and education to improved mental health and a sense of belonging. The
company's emphasis on storytelling and innovation has made it a household name, and its
products and services continue to charm and delight people of all ages. Disney Company not
only benefits individuals but also helps support local economies and communities around the
globe.

Quotes and Visuals

The Disney Company is a master at creating magical stories that inspire and touch the hearts of
people worldwide. From their iconic animated movies to its theme parks, Disney has a vast
array of memorable quotes and captivating visuals that continue to enchant audiences of all
ages.

One of the most memorable quotes from Disney is from the classic tale of Cinderella. In the film,
the Fairy Godmother tells Cinderella, "Even miracles take a little time." This quote speaks to the
idea that anything worth having takes time and patience. By showing us that even a fairy
godmother can't make instant change happen, Disney emphasizes the importance of
perseverance and hard work.

Disney also has some of the most visually stunning scenes in cinematic history. One such
example is from The Lion King, where Simba stands atop Pride Rock as his father Mufasa
appears to him in the clouds. The visual of the sun setting behind Simba as his father looks
down on him serves as a powerful reminder of the impact that our loved ones can have on us,
even after they are gone.

Another iconic quote comes from the beloved character of Mary Poppins. She tells the Banks
children, "In every job that must be done, there is an element of fun. You find the fun, and -
snap! - the job's a game!" This quote encourages viewers to find joy in their everyday lives, even
when faced with mundane tasks. It is a reminder that even the most arduous tasks can be
enjoyable if approached with a positive attitude.

Disney also has a knack for creating unforgettable characters. One such character is Buzz
Lightyear from the Toy Story franchise. The way in which Buzz believes he is a real space
ranger serves as a reminder that anyone can be whoever they want to be if they believe in
themselves. This message is particularly impactful for children, who often look up to their
favorite characters as role models.

Disney's quotes have a profound impact on viewers of all ages. From Cinderella's message of
perseverance to Simba's visual reminder of the importance of family, Disney's stories resonate
with people all over the world. These timeless messages and captivating visuals continue to
inspire and touch the hearts of millions, ensuring that the magic of Disney will endure for
generations to come.
 Future Plan

The Walt Disney Company has always been known for its innovation and ability to adapt to
changing times. With the rise of streaming services and new technologies, Disney has been
adapting their business model to these changes. So what does the future hold for the company?

One of the biggest plans for Disney's future is its upcoming streaming service, Disney+. This
service will offer subscribers access to a plethora of Disney-owned content, including classic
films, TV shows, and new original content. The service is set to launch on November 12, 2019,
and has already generated a lot of buzzes.

In addition to its streaming services, Disney is also expanding its theme park offerings. The
company recently announced plans for a major expansion of Hong Kong Disneyland, including
new themed areas and attractions. They have also announced plans for a new Marvel-themed
land at Disney California Adventure.

Another major upcoming project for the company is the construction of a new campus in
Burbank, California. This new campus will be a state-of-the-art facility that will house many of
Disney's employees and operations. The campus will feature new buildings, gardens, and open
spaces to encourage collaboration and creativity.

Disney is also continuing its trend of acquiring media companies. In 2019, they completed their
acquisition of 21st Century Fox, giving them control over the Fox film and TV studios, as well as
many popular franchises such as "The Simpsons" and "Avatar." This acquisition will allow
Disney to expand their offering of content to audiences worldwide.

The company is also focused on expanding its presence in international markets. They recently
opened Shanghai Disneyland and have plans for a new Disney resort in Tokyo. They have also
announced plans for a new cruise ship, the Disney Wish, which will set sail in 2022.

Disney is devoted to environmental preservation and sustainability. To lessen their impact on the
environment and practice more environmental responsibility, they have set high goals.
Additionally, they have promised to cut back on single-use plastics in their theme parks and
resorts.

The future looks bright for the Walt Disney Company. With their new streaming service, theme
park expansions, acquisitions of media companies, new campus, international expansion, and
commitment to sustainability, they are poised for continued success in the years to come.
What does Disney do best to connect with its core consumers?

As a behemoth in the entertainment industry, Disney has been able to capture the hearts and
minds of generations of children and adults alike. The company's ability to connect with its core
consumers is second to none, and there are several reasons why.

Firstly, Disney's core consumers are children, and the company has been able to successfully
appeal to this demographic through its iconic characters and storytelling. The familiar faces of
Mickey Mouse, Donald Duck, and Cinderella are etched into the memories of generations of
children, and Disney has continued to introduce new characters that captivate young audiences.
Additionally, Disney's films and TV shows feature relatable protagonists who face challenges
that resonate with children. Through these characters, Disney can provide an emotional
connection with its audience and foster a sense of empathy and understanding.

Another critical factor in Disney's success is its ability to incorporate merchandise and theme
parks into its brand. From plush toys to clothing, Disney has created a plethora of products that
appeal to children and adults alike. This not only drives revenue but also allows consumers to
interact with the brand beyond the screen. In addition, Disney has created immersive theme
parks that transport visitors to magical places. This experience is so unique that it encourages
visitors to plan trips to the parks, further cementing their loyalty to the brand.

Moreover, Disney has been able to adapt its storytelling to reflect the changing times. For
example, with its recent acquisition of Marvel and Star Wars, Disney has been able to broaden
its appeal to an older audience while still staying true to its core principles of storytelling and
imagination. By accommodating the shifting interests of its consumers, Disney ensures that it
remains relevant and able to engage audiences across age groups.

Lastly, Disney has been able to leverage technology to enhance its storytelling capabilities. The
company's streaming service, Disney+, allows consumers to access an extensive library of
content from anywhere in the world. Additionally, Disney has added augmented reality (AR) and
virtual reality (VR) experiences to some of its theme park attractions, giving visitors a unique
and immersive experience that they cannot find anywhere else.

In conclusion, Disney's ability to connect with its core consumers is a result of its iconic
characters and storytelling, theme parks, merchandise, adaptability, and technological
innovation. Through these factors, Disney has been able to create an emotional bond with its
audience that transcends time and age. As the entertainment industry continues to evolve, it is
clear that Disney will continue to find ways to engage and captivate audiences in new and
exciting ways.
What are the risks and benefits of expanding the Disney brand in new ways, such as video
games or superheroes?

The Disney brand is one of the most recognizable and beloved entertainment companies in the
world. It is known for its exceptional content, unparalleled creativity, and a deep understanding
of its target audience. However, as the company continues to expand globally, it becomes
increasingly important to carefully consider the potential risks and benefits of the brand.

One of the significant benefits of expanding the Disney brand is the potential for increased
revenue and profits. The company's broad and diverse content portfolio includes films, theme
parks, television shows, and more, making Disney an attractive investment for investors.
Moreover, expanding the Disney brand into new regions and markets will likely lead to
increased exposure and consumer demand for the company's products and services.

Furthermore, expanding the Disney brand also offers opportunities for Disney to diversify and
expand its content portfolio. For example, the company's recent acquisition of 20th Century Fox
has given Disney access to a broader range of content, including popular film franchises such
as Avatar and Deadpool. This diversification not only appeals to a broader audience but also
strengthens the company's overall brand and reputation.

On the other hand, there are also several significant risks associated with expanding the Disney
brand. One of the biggest concerns is the possibility of diluting its brand. As the company
continues to expand into new territories such as China and India, there is a risk that Disney's
brand values may not resonate with local audiences, leading to a decline in brand loyalty and
recognition.

Additionally, expanding the Disney brand could also lead to increased competition from other
entertainment companies. As Disney continues to acquire more content and grow its brand, it
may face stronger competition from competing media giants such as Netflix, Amazon, and HBO,
all of whom are heavily investing in content creation and distribution.

In conclusion, expanding the Disney brand offers both significant opportunities and risks. While
the potential for increased revenue, diversification, and exposure exists, there is a risk of diluted
brand values and increased competition from other media companies. Ultimately, the key to
successful expansion is ensuring that new investments align with the company's brand values
and remain relevant to its target audiences. With careful planning, Disney can continue to
succeed in its quest to become a global entertainment powerhouse.
 References

● Beattie, A. (2022, November 27). Walt Disney: How entertainment became an Empire.
Investopedia. Retrieved March 26, 2023, from
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%20named.