A Strategic Management Case Study on the Walt Disney Company

Topics: The Walt Disney Company, Walt Disney, Mickey Mouse Pages: 26 (8543 words) Published: February 25, 2013
A Strategic Management Case Study

Erika Erro | Mimilanie M. Mabanta | Javi Mendezona | Clara Poblador Tour 198
Prof. Emma Lina F. Lopez

Company Background
When brothers Walt and Roy Disney moved to Los Angeles in 1923, they went there to sell their cartoons and animated shorts. One could only dream that their name would one day be synonymous with entertainment worldwide. But then again, that is how The Walt Disney Company has made their fortunes over the last several decades: making “dreams” come true. The Disney brothers began creating countless cartoons (some successful and others not so much), and in 1928, introduced Mickey Mouse to the world in the animated short, Steamboat Willie—widely described as the first animated film to be synchronized with post-produced music. The Mickey Mouse character gained enormous popularity, and Walt and Roy enjoyed incredible success thereafter with feature films both related and unrelated to the Mickey Mouse character. The Walt Disney Company produced several of its animated classics throughout the 1940s such as Pinocchio, Fantasia, Dumbo, and Bambi; and in 1955, Disneyland opened its doors as the Disney brother’s first amusement park. In 1966, Walt Disney died leaving Roy as the new President, CEO, and Chairman of the Board of The Walt Disney Company. Walt never had the opportunity to witness his namesake creation (Roy rebranded Disney World as Walt Disney World in honor of his late brother) as Walt Disney World opened five years later on October 1, 1971. Since that first day of October in ‘71, The Walt Disney Company has expanded exponentially. The Company owns media networks such as ABC, ESPN, the Disney Channels, SOAPnet, and A & E (television networks); ABC Radio and The Radio Disney Network (online and satellite radio station); and Hyperion Books (literary publishing company). The Company has spread its parks across the world to Paris, Hong Kong, and Tokyo and has taken to sea with four Disney ocean liners. The Walt Disney Company continues to grow with a major expansion to Walt Disney World currently underway and several feature films currently in production in the Disney-Pixar Animation Studio (the result of the Company’s 2006 acquisition of Pixar Animation Studios.) Though profits have been stagnant for the last two fiscal years, the company’s revenue continues to increase. Purpose of Strategic Management

Strategic management is a management function that consists of three distinct actions. They are (1) formulating, (2) implement, and (3) evaluate cross-functional decisions that enable an organization to achieve its objectives. Strategic management is vital for companies wishing to prosper in such a dynamic world. With globalization at an all time high, the practice of strategic management among a company’s top executives (at the very least) is an absolute necessity. Considering that “communication is a key to successful strategic management” and that the empowering of employees is “a great benefit of strategic management,” it is recommended that strategic management is implemented at a company-wide level. Simply put: successful, polished, professional companies perform strategic planning. A large percentage of the companies that fail in America each year do not perform strategic planning. Company Mission Statement

The mission statement can also be defined as a company’s “statement of purpose.” The current mission statement for the Walt Disney Company is: To be the world’s leading producers and providers of entertainment and information. Using our portfolio of 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. Objectives

The objectives of a company are the same as a company’s goals. When setting goals, an organization is determining what results they expect to achieve in both the short-term and the...
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