University of Evansville
September 10, 2012
Like many entertainers, Walt Disney arrived in California with nothing more than talent and a dream. While still in Kansas City, Disney created a cartoon entitled Alice’s Wonderland. It did not take much time at all for Disney to successfully sell his series, “The Alice Comedies,” to M.J. Winkler, a distributor from New York. October 16, 1923 was the official start date of Disney’s company, originally titled Disney Brothers Cartoon Studio (“A history of the Walt Disney company”). Disney co-founded the company with his brother, Roy, who took care of the financial aspects of running a business (A., 2002).
Walt and Roy combined their financial resources, around $750, and began their company in their uncle’s garage. Walt Disney’s enthusiasm for animation and his drive for innovation were the determining factors in the brothers’ success. Disney made history in November 1928 with the release of Steamboat Willie. Mickey Mouse, a beloved symbol of the Disney Company, made his first appearance in the first-ever synchronized sound cartoon (“A history of the Walt Disney company”). Disney created another important first with the cartoon Flowers and Trees in July 1932, which was the first full-color cartoon (A., 2002).
Walt Disney was never satisfied with the accomplishments that he had already made; he was always geared toward the future. His expansive imagination and love of entertainment led to many beloved movies, cartoons, and musicals. Many of Disney’s projects were also above and beyond any previous projects in the industry. With this intense passion, however, came extreme risk taking. Not only did Disney take extreme financial risks, at some points almost bankrupting his company, but he also took risks in deciding the content of his creativity. If only young audiences were targeted, Disney would be limiting the creativity of his team. This limitation was unimaginable to Disney, because he sought to bring superior entertainment to the world, regardless of the age of the customer (Neeld, 2011). 11.09B
In 1955, Disney fulfilled another imaginative dream by opening an amusement park, Disneyland. After the creation of Disneyland, Disney became interested in improving urban life so he founded an Experimental Prototype Community of Tomorrow (EPCOT). Before Disney’s death, December 15, 1966, he wanted to create a place to harbor the talent of future artists, which was established as the California Institute of the Arts (A., 2002).
Since the creation of the company, The Walt Disney Company has expanded into a multi-billion dollar empire. The company is so large that it is now split into multiple business lines. The Media Networks section of the company is composed of the Disney/ABC Television Group, ESPN Inc., A&E Television Network, multiple radio stations, and other publication outlets. The Parks and Resorts section started with Walt’s California Disneyland, but now includes multiple Disneyland and Disney World locations all over the globe, a cruise line, and multiple other vacation spots. The Walt Disney Studio section includes not only Disney Animation Studios, but also other studios such as Marvel Studios, Pixar Animation, and Touchstone Pictures. It also includes recording labels, Walt Disney Records and Hollywood Records, and live event productions. Disney Consumer Products is the business aspect of the company, ranging from apparel and toys to electronics licensed with the Disney brand name. Lastly, Disney Interactive was founded in 2008 and includes the entertainment provided across all digital media platforms, such as the Disney.com websites, online and console games, and mobile apps (“Company overview”).
1. Mission Statement
Mission statements are an important aspect of any business, because they portray the business’s purpose to consumers. There...