The Walt Disney Company
Assignment 1: Assignment 1: Strategic Management
And Strategic Competitiveness
BUS 499: Business Administration Capstone
April 20th, 2014
The Walt Disney Company
The Walt Disney Company started in October 16, 1926. It was at the time known as The Disney Brothers Studio. It was established by Roy and Walt Disney. The company rapidly began to expand and introduced the world to Mickey and Minnie Mouse. They are the image of the Disney Company. During the 1940’s Disney issued its first stock, this made it growth as a company. The Disney Company expanded to the world of television and written entertainment with the opening of a theme park. Disneyland was opened on July 17, 1955. Walt dream was to open different theme parks in a big area. He chose Florida because of the nice weather; the inexpensive land; and the interstate 4. Unfortunate, Walt Disney, died on December 15, 1966. Despite the loss of Walt, Disney Company continued to grow. And in October of 1971, Walt Disney World Resort opened in Orlando, Florida. (Disney History)
Globalization and technology changes have impacted The Walt Disney Company in positive way. According to Strategic Management, “globalization is the increasing economic interdependence among countries and their organizations as reflected in the flow of goods and services, financial capital and knowledge across country borders.” ( Hitt, Ireland & Hoskisson, 2013). Globalization also increases the amount of ideas, technology, people, and capital that are transferred from one country to another. Globalization is also called Americanization because the expansion of American companies such as Pepsi, Disney, NBA, Burger King, etc. Globalization is expanding through the Internet, satellites, and other types of technology. Globalization can increase efficiency and be a force of positive change socially (Evans, 2002). The Disney Company had started its global expansion in Tokyo. In the 1990’s Disney initiated a European expansion, it established a European headquarters in France and its theme parks of Euro Disney. Disney changed little to nothing when entering the international market. The French place great value on their language and culture and due to this the press made the Disney venture out to be one of American cultural imperialism. The French feared that Disney characters would soon overtake the French literary masterpiece characters in the mind of French citizens. Disney made very minor changes upon building Euro Disney, the main language at the park was French and the Disney tales that were based on European fairy tales would have more prominence in the park. This form of globalization links with Americanization: that American companies and culture are starting to take over the globe. Euro Disney has over one million visitors a month. Disney kept its American theme that brought a lot of success one in Europe. Disney brought a theme park to Hong Kong with American themes. Disney made the Hong Kong Park as an opportunity to show Chinese people an American park so they want to travel to America to enjoy the real ones. When people from mainland China travel to Hong Kong Disneyland; they receive a global experience without visit the U.S. This allows them to experience a very different, free, and individualist atmosphere in contrast to the repressive state in which they live (Fung & Lee, 2009). Technology has played an important role in globalization. Walt Disney was a visionary man who was amazed by technology. In fact, he created an imperium with the utilization of technology. Disney Parks have used technology to create a magical experience for their visitors around the world. It has used the latest inventions in media communications and its famous movies, shows and parades. Globalization and technology have made Disney one of most powerful companies in the whole world. Disney has remained successful and profitable for...
References: Berry, L. (2000). Cultivating service brand equity. Journal of the Academy of Marketing
Science, 28(1), 128-137
Fung, A., & Lee, M. (2009). Localizing a global amusement park: Hong Kong
Hitt, M. A., Ireland, R. D., & Hoskisson, R. E. (2013). Strategic management: Concepts and cases: Competiveness and globalization (10th ed.). Mason, OH: South-Western Cengage Learning.
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