The Walt Disney Company - Essay Example

? THE WALT DISNEY COMPANY ANALYSIS By English of The Walt Disney Company Analysis Introduction “In 1935 the New York Times called Mickey Mouse, the best-known and most popular international figure of his day.” (Walt Disney Company, 2003). The first mouse was supposed to be named Mortimer but the name was changed to Mickey. After three Mickey Mouse films made with Walt Disney’s brother Roy, Walt added sound to the character Steamboat Willie. The audiences loved the concept and all of a sudden Walt Disney became a success in character animation. His success was not instant; many film distributors laughed at his ideas. He met with constant criticisms and was judged as being an average cartoonist. The actual design of Mickey Mouse was attributed to Iwerks. However, Disney did get credit for his ability to visualize characters and stories. Disney’s earlier films were funded with his own money. Mickey Mouse brought in enough money to allow him to develop other projects. (Walt Disney Company, 2003). His first full-length film, Snow White and the Seven Dwarfs, opened in 1937 and was a hit. This move produced a line of successful movies. When the 1950s rolled around Americans began to spend more time at home, therefore, he advanced into television. He was seen as an icon after World War II as his innovation brought mouse ears into the homes and lives of children all over the world. He is well known as a visionary of sound animation but also an innovator of the American business model as well. (Kao, 2010). Historical and Geographical Elements: Disney has been a very influential force in the entertainment industry, especially for children and families. Walt Disney was born of humble beginnings in 1901 in Chicago. His upbringing has said to of been a great influence on his later middle-class family status. His father, Elias, moved the family throughout the Midwest looking for work. In those days hard work to support a household of five children was prized. However, there was little money left for entertainment. The children were forced to go to work at an early age, and Walt began work at age nine as a newspaper delivery boy. He and his brothers and sisters were given social and religious values from an early age. (The Walt Disney Company, 2003. P.2). He found that he was very talented in art at age 14 so he enrolled at the Kansas City Art Institute. From ages 14 to 16 he signed up to serve as an ambulance driver during World War I. Shortly after the war had ended he found employment as a commercial artist, and was able to form an animated cartoon company in Kansas City. From there he teamed up with his brother Roy who lived in Hollywood. (The Walt Disney Company, 2003, p.3). Word reached the West Coast shortly after Disney arrived from a company wanting to gain the rights to Disney live action cartoon reels. He took advantage of the business opportunity and joined with M. J. Winkler who offered $1.500 per reel. (The Walt Disney Company, 2003, p.3). From there his career took off. “Disney studios took full advantage of the small screen revolution of television.” (The Walt Disney Company, 2003, p.3). In 1955 Disneyland opened in Anaheim, California and The Mickey Mouse Club debuted on ABC television. Every kid in American had Mickey Mouse ears. This brought on such movies as The Shaggy Dog and Mary Poppins in 1964, which was a box office hit. The Wonderful World of Disney started in 1955 as well and ran for 20 years. He always demanded professionalism of his employees as well as the highest quality technology available. Walt Disney died in 1966 of cancer, however, his brother vowed to make sure his employees carried on the standards of his work. (The Walt Disney Company, 2003, p.4). Geographically the Walt Disney Parks and Resorts began in California, however, the second one, Walt Disney World Resort founded in Orlando, Florida became the model for the others. The Tokyo Disney Resort was the first to open in another country in 1983 and further expanded in 2001 to include the Tokyo DisneySea. This featured an underwater theme. All featured shopping centers and luxury hotels. Disney Paris opened in 1992 with two theme parks and a golf course. (geography.about.com, 2010, p.1) Hong Kong Disneyland Resort opened in 2005 on a 320-acre park at Lantau Island, Hong Kong. There are plans to expand the park in the future. Shanghai Disneyland Park Resort is the most recent expansion and has been approved by the Chinese government and should open by 2014. The most recent addition to Disney is their cruise line, which currently has two ships that began in 1998 and 1999. The ships travel to the Caribbean and stop at Disney’s Castaway Island. Plans are to add two more ships in 2011 and 2012. (geography, about.com, 2010, p. 1). Environment and Ethics: The Walt Disney Company is investing $6 million dollars to support forest carbon projects in California. This further advances Disney’s history of nature and environment advancements of over 60 years. This will help replant forests and improve greenhouse gases management and preserve forests in the greater Los Angeles areas. This investment totals over $20 million that Disney has donated to forest carbon projects since 2009. Not only do they support U.S. projects; they also contribute to projects around the world as well. They have made donations in places such as Inner Mongolia, Peru and the Congo as well as Sichuan China. (The Walt Disney Company, 2012, p. 1). Not only have Disney films remained environmentally responsible, their movies Snow White and Cinderella have served as role models for children who watch their films as well as others. They have also shown their close relationship with animals to be admirable. (knowmore.org, 2005-2008, p.5). Disney also promotes the ethical use and production of their products through international labor standards, product safety and advancing a product value as a long-term goal. (The Walt Disney Company, 2011, p.1). Politics and Culture: Politically Disney supported their presidential campaign candidates by spending approximately $374,000 in 2004. They have supported Democrats and Republicans alike. In 2006 over a half million dollars was contributed from the Walt Disney Corporation. In the year 2008 over $460,000 was contributed according to the FEC. As you can see the Disney Corporation is very influential in legislation pertaining to their causes. (knowmore.org, p. 4). There have been pros and cons on Walt Disney’s talent. Sergei Eisenstein said his work, “is the greatest contribution of the American people to art.” (Kakutani.com, 2006, p.1). The critic Mark Van Doren called him a “first-rate artist.” (Kakutani.com, 2006, p1). However, the scholar Vincent Scully said of Disney, “an entrepreneur who substitutes facsimiles of experience for the real thing and so vulgarizes everything he touches that facts lose all force.” (Kakutani.com, 2006, p.1). After the book “The Magic Kingdom” was written Steven Watts called Disney “a major architect of modern American culture.” (Kakutani, 2006, p.1). Neal Gabler’s book “Walt Disney” says that he created an art form and changed the world. Disney created a popular American culture through Mickey Mouse that has encouraged conservation of children’s’ values, animal domains, environmental concerns as well as preserving history. His work has allowed children to expand their imagination into real life. His theme parks have created a psychological experience that includes control and order not like what is normally seen in amusement parks. (Kakutani, 2006, p.2). Social and Economics: Today Walt Disney Corporation is connected to people all over the globe through more than 1,000 social media accounts. They interact daily and try to provide their fans and social communities with new and fresh experiences. (Social Media Index, 2012). Disney is also connected with social responsibility programs one of which is Busch Entertainment Corporation with 10 theme parks. They have a 50-year commitment to wildlife conservation as well as animal care and education. Their nonprofit organization supports endangered species, research, rescue, rehabilitation, and habitat protection all over the world. This is just one of the many social programs that Disney supports to conserve a future world habitat for others. There are too many to mention. Universal Studios Orlando uses alternative fuels in 100 percent of its service and mobile equipment as well. They are also committed to recycling and energy conservation. (travelgreen.org, 2012, p.1). Economically Walt Disney’s most significant achievement has been the modern theme parks. He has created a business model that cannot be compared to many in the business world. It shows ingenuity in linking hotels, logistics, and entertainment for all ages, retail, services and online concepts into one experience the customer remembers. (Kao, 2010, p.1). The company delivers service and assertive pricing that has translated into a machine for producing happiness as well as money. He is attributed to helping kickstart the economy after WWII. (Kao, 2010, p.2). Technology International: Disney was the first to get into the virtual world for kids with its introduction of Toontown online in 2003. Since then they have introduced Pirates of the Caribbean and Disney Fairies as well. Part of its strategy is to maintain long-term growth, staying current with new technologies, and providing high quality family entertainment. In 2007 they acquired Club Penguin which further strengthens their online presence for kids and families. It is also their mission to provide “a safe, secure environment for consumers to experience the Disney brand anytime and anywhere as they inform and entertain themselves.” (Clubpenguin.com, 2007). The newest thing out is UltraViolet which allows buyers to store films on a digital locker and access it via the Internet. However, Disney has not yet committed itself to this technology. (Levine, 2012). Internationally Disney has theme parks all over the world; therefore, they abide by international labor standards. International labor standards (ILS) help with working conditions and facilities. Disney does not own these facilities but they do work through independent licenses connected to their business. Since 1996 Disney has abided by the laws of the International Labour Organization (ILO) located in 12 countries. (The Walt Disney Company, 2011). Disney also abides by minority and gender hiring policies. United States based employees are shown in 2009 as being 52 percent female and 48 percent male and new hires are 61 percent female and 39 percent male. Minorities in 2009 were 40 percent and new hires 50 percent. (Corporate.disney.go.com, 2009). Resources and Market The Disney Corporation has taken advantage of all the resources that have been put in its path over the years. From early film making, to television, to theme parks, to color films, Internet gaming and more. However, Disney’s most outstanding move in use of resources has been the property acquired in Orlando, Florida in the Reedy Creek Improvement District. He was able to purchase the 40 square miles secretly in the early 1960s. The company has been able to retain complete control of the area including providing public services, solid waste collection, waste water treatment, pest control, fire protection and building codes and land use. (virginia.edu, 2012). Walt Disney himself announced in the original plans for EPCOT that “there would be no slum area because they would not be allowed to develop.” (virginia.edu, 2012). While Disney has used all of its resources to the maximum, the founder and corporation have maintained a utopian outlook. (virginia.edu, 2012). Today Walt Disney Corporation has maintained its position as a leading entertainment and media entity. The company is divided into five sectors including media networks, parks and resorts, studio entertainment, consumer products, and interactive media. They have consistently maintained their emphasis on the core strategy of directing their services to children. When Disney produces a new movie they make sure that the characters are remembered through toys and action figures as well as the release of a DVD. If the movie is popular the theme parks will pick up on it afterwards or a television show will be developed. In 2009 Disney purchased Marvel Comic Book Company for $4 billion in cash and stocks. Disney now has a multitude of subsidiaries under the Disney Corporation. (wikinvest.com, 2012). The company has also invested $350 million to produce its own in-house video game capabilities. Conclusion Today we are in a “historical period very different from the optimistic 1950s, yet we need the bold thinking of a Walt Disney more than ever.” (Kao.com, 2010). Walt Disney cared deeply for a quality of life that could be produced through innovation. In his own words, “There’s really no secret about our approach. We keep moving forward—opening new doors and doing new things.” (Kao, com, 2010). Disney contributed to progress and education as well as family values. We may need to think large and long-term, just like Walt. Information shows he was a man ahead of his time. How do we keep his business model of success alive and use his example in our own futures? (Kao, 2010). References Disney Mouse or Multinational. 2012. Web. 04 May 2012. http://xroads.virginia.edu/. Ethical Sourcing. 22 July 2011. Web. 04 May 2012. http://thewaltdisneycompany.com/. Geography of Disney Resorts. 01 April 2012. Web. 04 May 2012. http://geography.about.com/. Kakutani, Michiko. 15 October 2006. Walt Disney – Culture – International Herald Tribune. Web. 04 May 2012. http://nytimes.com/2006/. Kao, John, 24 August 2010. The Disney Fix for the Economy. Web. 04 May 2012. http://thedailybeast.com/articles/. Social Media Index. 2012. Web. 04 May 2012. http://thewaltdisneycompany.com/. Social Responsibility Programs. 2012. Web. 04 May 2012. http://travelgreen.org/. The Walt Disney Company. 2003. Company Histories & Profiles. Web. 04 May 2012. http://fundinguniverse.com/. The Walt Disney Company acquires Club Penguin. 01 August 2007. Web. 04 May 2012. http://clubpenguin.com/. Walt Disney Company (DIS). 2012. Web. 04 May 2012. http://wikinvest.com/stock/. The Walt Disney Company Makes $6 million commitment to Protect Forests in California. 26 April 2012. Web. 04 May 2012. http://thewaltdisneycompany.com/. Walt Disney. 2005-2008. Political Influence. Web. 04 May 2012. http://knowmore.org/. The Walt Disney Company Read More