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Disney Company's Operations

At one time, a "Disney" film was one which was appropriate for the entire family, from grandparents to grandchildren, and Mickey Mouse was recognized as a lovable character lacking the worldliness or sarcasm of Warner Brothers' signature character, Bugs Bunny. However, the Walt Disney company now bears little resemblance to the animation studio formed by Walt Elias Disney in the early part of the twentieth century, and the company now participates in nearly every segment of the entertainment market, including theme parks and resorts, on an international scale.

When Michael Eisner came to the Disney company in the mid-1980s, the company was drifting with a lack of focus that characterized its performance since the death of its founder in the mid-1960s. Eisner, and Frank Wells, brought new visions to the organization which included shifting the company's mission from one of providing family entertainment to a mission of providing entertainment for all audiences, and embracing new technology across the entire product line. In addition, new brands were introduced, new markets were opened, and the company moved from "just" providing content to being a participant in the network television business, as well. The result is a company which Disney himself would likely not recognize, but which possesses some of the most valuable brands and logos in the world. This research examines the organization, marketing strategy and financial performance of the Burbank-based company, and also examines the international operations of the organization with a particularly emphasis on the company's operations in France and Hong Kong.

The Walt Disney Company is divided into five strategic business units: media networks, studio entertainment, theme parks and resorts, consumer products, and Internet and direct marketing (1999 Fact Book, 2000, p. 4).

The media networks business unit is further divided into two categories: broadcasting and cable n...

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Disney Company's Operations. (1969, December 31). In LotsofEssays.com. Retrieved 06:15, March 28, 2024, from https://www.lotsofessays.com/viewpaper/1694495.html