A Case Study Of The Walt Disney Company Marketing Essay

A Case Study Of The Walt Disney Company Marketing Essay

Multinational Corporation (MNC) is a large company with plants or other direct investment in one or more oversea countries. In the same way, it is also called a transnational corporation or an international corporation. The multinationals usually provide technology, finance capital, and marketing skills in return on a profitable market and where they operated in developing countries.

However, even the high class industrial nations may be the scenes of investment by multinational companies. The multinationals have power that can influence over the foreign governments. It has been the criticism target, but many host countries have imposed regulations and given them a larger share of profits, jobs, and markets. (Investments & Income, 2007-2010)

Multinational corporations can be categorized into three types of integrated according to the structure of their production instruments, such as horizontally integrated multinational corporations, vertically integrated multinational and diversified multinational corporations. Horizontally integrated multinational corporations are managing the production establishments located in different countries to produce the same or similar products, like McDonalds.

Vertically integrated multinational corporations are managing the production establishment in certain country/countries to produce products that serve as input to its production establishments in other country/countries, like Adidas. Diversified multinational corporations are managing the production establishments located in different countries that are neither horizontally nor vertically integrated, like Microsoft. (Investments & Income, 2007-2010)

The Walt Disney Company (NYSE: DIS) is the second largest media and entertainment corporation in the world, after Time Warner. It founded on October 16, 1923 by brothers Walt and Roy Disney as a small animation studio. But now it has become one of the biggest Hollywood studios, and owner of eleven theme parks and several television networks, including the American Broadcasting Company (ABC). The Walt Disney Company’s corporate headquarters and primary production facilities are located in California at the Walt Disney Studios (Burbank).

 The headquarters is located in US’s large-scale multinational corporation. The primary service manufactures including the entertainment programs, subject parks, toys, books, computer games and media networks. The philosopher’s stone movie company, the Miramax movie, Hollywood Movie Company (company), the abundant great audio and video product, the ESPN sports, the ABC television network all is its uneven under company brand. (Usahm.net, n.d)

Since its founding in 1923, The Walt Disney Company and its affiliated companies have remained faithful to their commitments that produce unparalleled entertainment experiences. It based on the rich legacy of quality creative content and exceptional storytelling.

The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with four business segments, such as media networks, parks and resorts, studio entertainment and consumer products. (disney.com, n.d)

2.2 Company Structure

Walt Disney’s Creative Organization Chart

(Source: Kuang, C., 2009)

Roy Disney was fighting for a strangely organized company that the Walt Disney Company created in many aspects. It depended to refining remarkable ideas rather than hovering profits. In other words, check out his organization chart of Disney under Walt Disney’s Creative Organization Chart (above). (Fast Company, 2010)

As At Issue points out, this wasn’t your standard pyramidal corporate hierarchy–it was one used to giving autonomy to the people. And it actually making the films, and letting each of their own processes works out themselves. Naturally, as Disney grew into a corporate behemoth, that organization was swept away in favor of layers of VP’s and SVP’s. Hence………….

What does Disney do best to connect with its core customers?,

2. What are the risks and benfits of expanding Disney brand in new ways?