The Walt Disney Corporation

Mohammed Anas
PCL1-Marketing
WLC chennai
OVERVIEW

• Michael Eisner steps down as CEO

•Management style
•Investment timidity
•Unclear vision
•Broken Fences
•Employees
•Business Partners
•Board members
•Robert Iger steps up as CEO
•Vision
•Reduce turmoil
•Leadership role
THE EDUCATION OF WALT
DISNEY

 Born in Chicago in 1901

 Enrolled in Kansas City Art Institute at age 14
 Moved to Hollywood founded Disney Brothers Cartoon
Studio.
 Universal Pictures retained copyright which resulted in a
loss revenue and his staff.
 Business Units

• Studio Entertainment
• Consumer Products
• Parks and Resorts
• Media Networks
• Internet entertainment
STRATEGY
Vision / Purpose / Mission

Vision: The Walt Disney Company is to be the

preeminent leader in the field of family
entertainment.
Purpose: Commitment to producing
unparalleled entertainment experiences based on
its rich legacy of quality creative content and
exceptional storytelling.
Mission: The Walt Disney Company is to be one
of the world’s leading producers and providers of
entertainment and information, which excels in
being a diversified, international, family
entertainment and media company.
STRATEGY
Values
• Innovation – follow a strong tradition of
innovation
• Quality – strive to follow a high standard of
excellence; maintain high-quality standards
across all product categories
• Community – create positive and inclusive
ideas about families; provide entertainment
experiences for all generations to share
• Storytelling – every product tells a story;
timeless and engaging stories delight and inspire
• Optimism – entertainment is about hope,
aspiration and positive resolutions
• Decency – honor and respect the trust people
place in us; fun is about laughing at our
experiences and ourselves
 PERSONALITY
Walt Disney always believed, a successful brand image must have the
following
Criteria:
• A successful brand has a name, symbol or design (or some
combination of these) that identifies the “product” of an organization
as having a sustainable competitive advantage [for example: a certain
product has added services and is easier to buy or use than another].
• A successful brand invariably results in superior profit and market
performance.
• Brands are only assets if they have a sustainable competitive
advantage.
• Like other assets, brands depreciate without further investment
 Marketing Mix
• The Walt Disney Company is very good at the product and placing
aspects of the four Ps, resulting from over eighty years experience
in the business.
• The next two Ps are promotion and pricing. Promotion is
intertwined throughout The Walt Disney Company, surfacing in
theatrical productions, books, consumer products and theme parks.
Every aspect of Disney promotes not only itself but every other
aspect as well.
• Since Disney is a family oriented company they want to be able to
attract families of median incomes. Therefore, the pricing, relative
to the theme parks and true to the pricing strategy is, “the quickest
element to change,”
 Continue…
• Disney has constructed its own University that
employees must attend and complete before ever being
allowed to work at a Disney Theme Park.
• Therefore, the customer service of The Walt Disney
Company is known as being the best in the world.
• This break down shows Disney’s devotion to their
customers and their customers’ experiences while
encountering the Disney tradition
BRAND MANAGEMENT TACTICS

Self-Awareness Social Awareness

• Emotional self awareness • Empathy

• Accurate self-assessment • Organizational awareness
• Self-confidence • Service orientation

Self-Management Relationship Management

• Emotional self-control • Development of others

• Trustworthiness • Inspirational leadership
• Conscientiousness • Influence
• Adaptability • Communication
• Optimism • Change catalyst
• Achievement-orientation • Conflict management
• Initiative • Bond building
• Teamwork and collaboration
 EQUITY

1. Keep the status quo, change nothing.

2. Create empowered business divisions,
through the development of a learning
organization built on spiritual
leadership.
3. Change the bureaucratic culture to one
focused on adaptability.
4. Expand the Disney brand to new
markets to increase visibility.
 SUGGESTION

Change the culture, while adapting to the

strategic leadership creating
empowerment and employee
commitment, needed to expand brands
and increase visibility.
 GOAL
 The most basic goal of The Walt Disney Company is, “To
make people happy.”
 Because they have been producing films for children
since 1923, and their ability to invoke a feeling of eternal
youth just through the mention of their name, it would
seem that they have done an excellent job in fulfilling
that goal.
THANK YOU