Hp & Disney Alliance

Powerful Essays
Strategic Analysis on HP-Disney Alliance

Introduction
On October 9th 2003, Walt Disney Company, an international entertainment and media enterprise, and global technology provider Hewlett-Packard (HP) declared a ten-year strategic alliance for the purpose of developing innovative technologies and promoting Disney consumers’ experiences. The arrangement was achieved by jointly disclosing “Mission: Space” ride, which had been collaboratively designed and developed by HP and Disney employees for several years, reported by Business Wire (9 October, 2003). “Mission: Space” was located in Walt Disney World Resort at Epcot theme park, Florida, including the following activities: Space Pavilion, Space Attraction, Space Advanced Training Lab and Space Cargo Bay. It was highly praised by Fiorina, then chief executive at HP, that the cooperation was based on both business expansion and technology development when HP wanted to recover from the business downturn and improve its public image (Takahashi, 2003). Meanwhile, by using HP devices and technologies, “Mission: Space” ride provided Disney consumers with weightless simulations and consumers would feel like travelling in space (Takahashi, 2003).

Company Profile
Hewlett-Packard Company
Hewlett-Packard, established in 1939 by Bill Hewlett and Dave Packard from Stanford University, was initially to produce an electronic instrument called audio oscillator. The Walt Disney Studio was HP’s first client who bought eight oscillators to create the movie “Fantasia”. It was HP and Disney’s first cooperation (Hewlett-Packard Company, 2012). HP, headquartered in California, is one of the world’s largest technology companies that provide software, services and technology products to its customers. During the economic recession in the early 2000s, numerous companies reported losses and it was essential for HP to seek opportunities to sustain its information technology advantages (Chen et al. 2011).

The Walt Disney Company
Walt Disney

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