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The Walt Disney Company
Continuing its strategy of delivering exceptional creative content to audiences around the world, the Walt Disney Company recently acquired Lucasfilm in October, 2012. Lucasfilm is the umbrella corporation responsible for Star Wars and Indiana Jones, which are strong global brands, Star Wars being one of the greatest entertainment franchises. This acquisition combines two of the strongest family entertainment brands in the world. Moreover, it continues Disney’s strategic focus on creating and monetizing the world’s best-branded content, innovative technology and global growth. In 2015, they are planning to release Star Wars Episode 7 – the first feature film under the "Disney-Lucasfilm" brand on Disney-branded TV channels. Their long-term plan is to release a new Star Wars feature film every two to three years.[i]

History of The Walt Disney Company

Roy and Walt Disney founded the Walt Disney Company in 1923. As one of the major players in the mass media industry, this company aims not only to provide the highest quality entertainment, but also to differentiate themselves from competitors with distinctive characters and unique themes. Utilizing the company’s historic nature, the Walt Disney Company has effectively carved their place in the arena of television and movies. Over the past ninety years, Walt Disney has remained a beacon of creativity and innovation, constantly developing films and cable television programs that maintain their position as a leader in the mass media industry. Much of the Walt Disney strategy involves strongly differentiating themselves from competitors with higher quality entertainment and overall consumer experience.[ii]

The Walt Disney Company has a dual focus on both the consumer experience and the financial success of the mass media conglomerate. Beginning with the consumer, this company strives to remain “one of the world’s leading producers and providers of entertainment and...
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