Strategic Planning Disney

The company I chose to use for the Final Project is The Disney Company. I chose Disney because I have previously done some research on the company and it amazes me how the company handles each of their four segments of business (Both service and goods manufacturing) with great success. Their brand name is a respected symbol and represents quality and a promise of family oriented fun. The four segments of business that Disney operates are Media (Television Stations and Internet sites), Studio (Movies), Parks and Resorts.

The Walt Disney Studios (WDS), which started in a 1923 as the Disney Brothers Cartoon Studio in Hollywood California, is the base on which Disney was built. It includes the beloved animated features and real life action films. The two animated features Mickey Mouse and Snow White and the Seven Dwarfs (first full length animated feature world-wide) quickly made the name Walt Disney Company respected household name known for its family oriented entertainment.

"The WDS makes movies under the name Walt Disney Pictures - which includes Walt Disney Animation Studios, Pixar Animation Studios and Disney Toon Studios - Touchstone Pictures and Hollywood Pictures. Walt Disney Studios Motion Pictures International distributes movies to the international community. Walt Disney Studios Home Entertainment rents and sells its Disney and other film titles to home entertainment markets worldwide. Disney Theatrical Productions, one of the largest producers of Broadway musicals, also includes Disney Live Family Entertainment and Disney on Ice. Disney Music Group distributes original music and motion picture soundtracks under Walt Disney Records and Hollywood Records." (Disneygo.com, 2012)

Disney's Parks and Resorts started in 1952 with the opening of Disneyland in Anaheim, California. Since then it has expanded to worldwide resorts with resorts in China, Hong Kong and France. It also now has Disney Cruise Lines and eight Disney Vacation Club resorts. These parks, resorts and cruise lines are known as the home for all the Disney Characters and as a place "where dreams come true".

Disney merchandising began in 1929 with putting Mickey Mouse on the cover of a children's tablet. "Disney Consumer Products and affiliates (DCP) extend the Disney brand name to merchandise ranging from apparel, toys, home décor and books and magazines to interactive games, foods and beverages, stationery, electronics and fine art. This is accomplished through DCP's various lines of business which include: Disney Toys, Disney Apparel, Accessories & Footwear, Disney Food, Health & Beauty, Disney Home and Disney Stationery." (disneygo.com, 2012)

Disney utilizes the internet to sell its consumer products at disneystore.com. The Disney Retail Store chain which started in 1987 is owned and operated by Disney in North America and Europe and by an unofficial affiliate in Japan through a license agreement.

"Media Networks include an 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."(disneygo.com)

"The Disney Interactive Media Group (DIMG) is a segment of The Walt Disney Company (NYSE: DIS) responsible for the creation and delivery of Disney branded interactive entertainment and informational content across multiple platforms including online, mobile and video game consoles around the globe."(disneygo.com)

Walt Disney created his business on the philosophy of "dream, diversify and never miss an angle" - Walt Disney

Disney actually has an institute that trains all of its employees. They teach their employees that they are a big family and they treat them as such. Disney believed in making sure his employees were taken care of and that their goal was company loyalty and to strive for success. Below are some of the business techniques that are taught at the academy:

"Use of Creativity as a competitive advantage.

Leadership vision has power in it.

Corporate culture created by design.

Establishing service that is exceptional.

Sustaining customer loyalty.

Creativity & Innovation

Fostering a collaborative culture

Defining a culture of collaboration.

Valuing diverse

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