CASE STUDY

WALT DISNEY COMPANY

The Walt Disney Company: The Art of Brand Building Keeps Disney Center Stage

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INTRODUCTION

The Walt Disney Company has evolved from a wholesome family-oriented entertainment company into a massive multimedia conglomerate. Not only is Disney a producer of media but it also distributes its and others’ media products through a variety of channels, operates theme parks and resorts, and produces, sells, and licenses consumer products based on Disney characters and other intellectual property. CEO Michael Eisner has been instrumental in many of these changes

CHARACTER SKETCH

MICHAEL EISNER:-

He is the central character of this case study he was initially workingin paramount but in 1984,disney made him ceo of there company He exhibits a knack for moving organizations from last place to first through a combination of hard work and timely decisions. Eisner wanted to extend the brand recognition of Disney products through a number of new avenues. But when he underwent emergency open-heart bypass surgerycompany faced many problems in his absence.so

he was an important part of the company.As a result of many decisions he made company transformed into a major entertainment giant.

WALT DISNEY:-

Company’s name is after his name.He was the founder and owner of walt disney company.He was an artist ,under him the company made Steamboat Willie which was the first cartoon with sound track.Walt disney died in 1966 due to lung cancer

ROY DISNEY:-

He was the brother of walt disney .He helped his brothe r in making many cartoon movies like plank crazy,snow white followed by fantasia etc..He died in 1971 the same year in which Disney World in O9rlando,Florida was opened.

ROY E. DISNEY:-

He was the son of roy disney.He took over the disney organization in 1971 after his father died.

RON MILLER:-

He was the son in law of Walt Disney who became the president of the company in 1980.

FRANK WELLS

Initially he was working in Warner Bros. company.In

1984 he was made new president of Walt Disney Company who with the help of Michael Eisner ushered in a new era in the history of disney.

SUMMARY

The Walt Disney Company has evolved from a wholesome family oriented into a entertainment conglomerate massive company multimedia

• After his first film business failed, artist Walt Disney and his brother Roy started a film studio in Hollywood in 1923. The first Mickey Mouse cartoon, Plane Crazy, was completed in 1928.

Steamboat Willie, the first cartoon with a soundtrack, was the third production. The studio’s first animated feature film was Snow White in 1937, followed by Fantasia and Pinocchio in the 1940s. Disneyland, the theme park developed largely by Walt, opened in 1955 in Anaheim, California. The television series, the Mickey Mouse Club, was produced from 1955 to 1959

• Walt Disney died in 1966 of lung cancer. Disney World in Orlando, Florida, opened in 1971, the same year that Roy Disney died. His son, Roy E., took over the organization. However, the creative leadership of brothers Walt and Roy Disney was noticeably absent. Walt’s son-in-law, Ron Miller, became president in 1980. Many industry watchers felt that Disney had lost its creative energy and sense of direction because of lackluster corporate leadership and nepotism.

• • In 1984, the Bass family, in alliance with Roy E. Disney, bought a controlling interest in the company. Their decision to bring in new CEO Michael Eisner from Paramount and a new president, Frank Wells, from Warner Bros. ushered in a new era in the history of Disney. Michael Eisner played an important role in taking disney from last to first place

In 1994, Eisner underwent emergency open heartbypass surgery and Frank Wells, long working in the shadows of his boss but increasingly viewed as integral for the success of Disney, died in a helicopter crash.this lead to the dIncownfall of Disney Company.But

Once again, Eisner ushered in a new era at Disney by announcing the $19 billion takeover of Capital Cities/ABC on July 31, 1995. The deal came in the same week as Westinghouse Electric Corporation’s $5.4 billion offer for CBS Inc

PROBLEM

• Not everything that disney touches turns into gold.In early 2001 the company was forced to downscale its go.com as it continued to lose hundreds of millions of dollors.the main problem in this decline was that in earlly 1990s,its viewership declined but it continued to to invest in its various brands, products,and cartoons which lead to a huge lose to the company

CONCLUSION

• From this case study we conclude that main cause of the problem was Michael Eisner .Although he was very much talented.Under him disney had a profit of billions of dollors but the problem was that he worked on his plans without so much bothering about the conditions in the environment.When the viewership declined he did not bothered so much about this and continue to invest in his plans. This lead to huge losses to the company.

SOLUTION

• According to my views the solution of the problem is thatMichael Eisner should work on his plans according to the environment.If the viewership is declining he should make investment keeping in mind the viewer percentage.Also in the condition of company getting losses the investment should be decreased so that this loss can be covered up.