Statement Of Purpose Essay Example On Walt Disney Company

The purpose of this research is to further illuminate the research already conducted on the Disney Company. This paper will use the format used by Martinez, Stinson, Kang & Jubenville (2010) to analyze the Disney Company through cross referencing previous literature on branding, globalization, and leadership in relation to the Disney company. The first way in which this will be done is through the examination of branding and how the Disney brand has enabled such success for Disney in the entertainment industry. Research involving branding, brand equity, corporate culture, and corporate image will be brought together to develop further knowledge on the DisneyCompany’s success. The second way in which this will be done is through the examination of the constructs of globalization and how the Disney Company has become one of the most global entities in all of business. Research on the expansion of Disney Theme Parks, movies, and merchandise in foreign markets and the reaction and success in those markets will further develop knowledge of the concept of globalization in regards to the Disney Company. Its established brand equity associated with value is critical within this analysis. Lastly, the discussion of leadership will be included to develop the scholarship conducted around the Disney Company’s prowess, and in regards to other company’s success when implementing the strategies that the Disney Company uses. Through cross-referencing these literatures, I will find patterns, consistencies, and connections between the articles. This will allow for further analysis and interpretation in relation to The Disney Company. 

Significance of the Study

Further knowledge into the Disney Company’s success through branding, globalization, and leadership will significantly add to the field of study. This study will connect much of the literature regarding the Disney Company. Making connections between the literatures will provide greater knowledge and insight. Understanding the success of the Disney Company can enable future businesses and business owners to try the same strategies within their own companies. This could help create more successful and global companies, which in turn could help the international and domestic economy.

Definition of Terms

Brand- stimulus in the mind of the consumer that should create trust (Berry, 2000) Brand Equity- “measure of the strength of consumers’ attachment to a brand and the description of the association and beliefs the consumer has about the brand” (Wood, 2000) Vertical Extension- expanding by creating new products under the same brand name in a different given area (Kim & Chhajed, 2001) Disneyization- “a process by which the principles of the Disney theme parks dominate more and more sectors of society” (Bryman, 1999) Globalization- “a trend towards increased economic and political interdependence, which at once fosters and is fostered by cultural homogenization.” (Hochschild, 2006) Leadership- the process of influencing members of a group in order to attain goals (Loughead, Hardy, & Eys, 2006) Formal Leader- an individual who was prescribed their position by the organization (Loughead, Hardy, & Eys, 2006) Informal Leader- leader that emerges as a result of the interactions among group members (Loughead, Hardy, & Eys, 2006)

Introduction to the Disney Company

The Disney Company has been a premier entertainment company for over ninety years. Starting at the very beginning, October 16, 1926, Walt Disney signed a contract with M.J. Winkler thus establishing the Disney Company, which was at the time known as The Disney Brothers Studio. The company rapidly began to expand and in the years to come has grown exponentially. In November 1928, the first Steamboat Willie cartoon was created, introducing the world to Mickey and Minnie Mouse. The cartoon established the image that the Disney Company now relies on for the majority of it’s branding. The following decade Disney stepped into the movie realm with the first full length animated film, Snow White and the Seven Dwarfs. A few years later, in 1940 Disney issued it’s first stock, signifying its growth as a company. The Disney Company began to expand beyond the world of television and written entertainment with the opening of a theme park. July 17, 1955 was the opening day for Disneyland, the first Disney theme park in Anaheim, California. Just 11 years later, the greatest inspiration and leader behind the Disney Company, Walt Disney, died on December 15, 1966. Despite the loss of the great visionary behind the company, Disney continued to grow in the years to come. Just five years later, in 1971, Walt Disney World Resort opened in Orlando, Florida (Disney History). The Disney Company was growing to be a real giant in the US, therefore in the 80’s they began to expand internationally. They opened their first international Disney Theme park, Tokyo Disneyland, in 1983. Later that decade, they agreed to build Euro Disneyland, later renamed Disneyland Paris, further expanding their global presence. Also in 1983 the Disney Channel began programming with 18 hours of broadcasting a day. The 1990’s were a time of unprecedented growth in the Disney Company. They began to expand their influence across many areas through purchasing companies and sports teams. In 1992 Euro Disneyland was opened to the public. In 1995 they purchased ABC and a fourth of the California Angels baseball team, which they completely acquired in 1999. Disney, always keeping up with the latest technological trends, opened it’s first website in 1996. That year they also continued expansion through the creation of their own radio network, Radio Disney. Disney launched the ESPN magazine in the late nineties and opened their Wide World of Sports, increasing their audience to include sports fans. In 1998, Disney launched the first ship in their cruise line in a further attempt to grow in the industry of tourism. Throughout the nineties the Disney Company expanded more than Walt Disney likely ever imagined. The precedent set in the 90’s was upheld with further growth in the 2000’s. In 2001, Disney acquired Fox family channel and renamed it ABC Family. They also acquired the rights to the Muppets and Bear in the Big Blue House. In 2005 Disney continued its global expansion with the opening of Hong Kong Disneyland. In the 2000’s Disney acquired many prestigious brands and companies. In 2006, Disney acquired Pixar Animation Studios and then Marvel Entertainment in 2009. Most recently in 2012, Disney completed its acquisition of Lucasfilm Ltd. LLC and gained the rights to the legendary Star Wars Franchise. From the humble beginnings of a cartoon studio in the 20’s to an international business giant today, the Disney Company continues to grow and change on a daily basis to provide quality entertainment around the world for all members of the family (Disney History). Through its great expansion and growth as a company, Disney has divided its company into five main business segments. These consist of media networks, parks and resorts, studio entertainment, consumer products and interactive media. The media network division of Disney comprises broadcast, cable, radio, publishing and digital businesses within the two main subsets of Disney/ABC and ESPN Inc. Walt Disney Parks and Resorts division has grown into one of the world’s leading providers for family vacations. The parks and resorts division includes 11 theme parks and 43 resorts across the globe, Disney’s cruise line with its four ships, and Adventures by Disney, which is guided family vacations of locations around the world. The Walt Disney Studios segment has been the foundation of the company for over 85 years. The studio is in charge of bringing world quality family movies, music, and stage plays. Feature Films are released through many different ways under the umbrella of Disney, including Disney, Pixar, Marvel Studios, Dreamworks, and Touchstone Pictures. The Disney music group includes Walt Disney Records and Hollywood Records. The business section of Disney is in the Disney Consumer Products, which range from selling apparel, toys, home décor, books and magazines to foods and beverages, stationary, electronics, and fine art. The main retail chain, The Disney Store, is located in North America, Europe, and Japan. The most recently founded segment in 2008, Disney Interactive, push the boundaries of technology and imagination to entertain children and families around the world. Disney Interactive uses a variety of ways to do this, through mobile, social, and console games, online virtual worlds, and top ranked web destinations. Together all five of these segments create the global corporation that Disney has become today.