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19/4/2011
Rien Bemelmans & Rob Heuvelmans | |

CM ENGELS| The Walt Disney Company|

Disney in general
Walter Elias Disney was born on December 5, 1901. As an American film producer, director, screenwriter, animator and entrepreneur, he became known for his influence in the field of entertainment during the 20th century.

On October 16, 1923, The Walt Disney Company was founded by brothers Walt and Roy Disney. The company changed names over the course of years from Disney Brothers Cartoon Studio, Walt Disney Productions, Ltd. to, eventually, The Walt Disney Company in 1986.

The company established itself as a leader in the American animation industry before diversifying into live-action film production, television and travel. The company grew enormously over the course of years and had to split up into several divisions, not only to keep the multinational manageable, but also to market more mature content under a different name.

The Walt Disney Motion Pictures Group is one of the largest and best-known studios in Hollywood, and is also owner of the ABC broadcast television network. The Motion Pictures Group also owns several cable television networks such as Disney Channel and ESPN.

Walt Disney Company operates as four primary divisions:
* The Walt Disney Studios / Sudio Entertainment
* Film recording label
* Theatrical divisions
* Parks and Resorts:
* Theme parks;
* Cruise lines;
* Other travel related assets;
* Disney Consumer Products:
* Toys, clothing;
* All other merchandising based upon Disney-Owned properties * Media Networks;
* Television and Internet operations

MissionStatement
To be one of the world’s leading producers and providers of entertainment and information. Using our portfolio brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world.

Internal Analysis

Walt Disney Marketing Mix

Because of the fact that Walt Disney not only distributes products, but also services (in case of their theme parks), the examination of the market mix according to the p’s will also include people, process and presentation.

Place
The Walt Disney Company is a globally known company. It offers its products and services to people all around the world. When the company started making motion pictures in the early 1930’s, place wasn’t a necessary part of its marketing mix, because of the easy distribution of the products. Retailers instantly picked up Disney’s motion pictures, the products are being sold worldwide from scratch.

When Disney started expanding as a company and started offering a more diverse range of products e.g. merchandise, place became a more eminent factor in the company’s marketing mix.

Worldwide distribution of their products kept going on as the company kept expanding over the course of years. With 11 theme parks arising all over the world, Disney products became more accessible to people as they were now able to purchase merchandise at a location close to them. In the United States, the company distributes through local shops as well, as small Disney shops are located in malls.

When the internet became popular and accessible for people all around the world in the late 1990’s, Disney started the distribution of its products through online shops as well. This development made physical selling points less relevant and thus reduced the importance of the factor place as a factor in the marketing mix significantly.

In a nutshell:
Worldwide distribution of Disney products through physical shops, theme parks and retailers. Online shops provide the opportunity to sell products all around the world without the necessity of leaving the house.

Product
As the company is divided into four different divisions, the variety of products sold is quite wide. Walt...
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