Premier University

Subject: Corporate Strategy

Topic: Open Case: - Entrepreneurial Fervor and Innovation
Drive Disney’s Success
Submitted To-
Name: Ms. Ela Saha
Lecturer of Management Department
Faculty of Business Studies
Premier University.
Submitted By-
Name ID.
Mohammed Fahad Hossain 0222210004083041
Atiqur Rahman 0222210004083040
Shahadat Rahim Sajjad 0222210004083038
Sipen Chakma 0222210004083001
Amdad Hossain 0222210004083039
Department of Finance
Faculty of Business Studies
Premier University
Introduction
On October 16, 1923, Walt Disney and his brother Roy found the Disney Brothers
Cartoon Studio in Hollywood, California the studio, now known as the Walt Disney
Company, has had an oversized impact on the entertainment industry and is now one of
the largest media companies in the world. A talented artist from a young age, Walt
Disney drew cartoons for various publications and became interested in animation
while working for the Kansas City Film Ad Company. After his Laugh-O-Gram Studio
went bankrupt in 1923, Walt moved to Los-Angeles, where Roy was recovering from
tuberculosis. While there, he finally sold a short film produced by Laugh-O-Gram, Alice’s
Wonderland, and signed a contract to make six more such films. In order to produce the
series, the brothers founded their company and persuaded both Virginia Davis, who
played Alice, and their collaborator Ub Iwerks to join them in Hollywood.

After the success of the Alice Comedies and a series based on a character named Oswald
the Lucky Rabbit, Disney began work on his most famous creation. With the 1928
release of Steamboat Willie, the world was introduced to Mickey Mouse. The character
would go on to become one of, if not the most recognizable cartoons in history. The
popularity of the Mickey Mouse shorts convinced Disney his studio could produce a
feature film, which he began to do in 1934. The project, which some dubbed “Disney’s
Folly,” went 400 percent over budget and required over 300 animators, artists, and
assistants, but Snow White and the Seven Dwarfs was a smash hit when it debuted just
before Christmas [Link] then, the Walt Disney Company has produced dozens of
groundbreaking and acclaimed films. It has evolved into a holding company for all
manner of media and entertainment properties, opening theme parks across the world
beginning in 1955 and acquiring dozens of companies in the '90s and 2000s. Disney
now owns and operates ABC, ESPN, Pixar, Marvel Studios and Lucasfilm. What began
with a handful of animators producing short children’s cartoons is today one of the
most iconic companies in the world. Disney original cartoons and feature films
constitute some of the most popular and enduring entries in the American canon.
Company Statistics

Headquarters: Burbank, California

Type: Public company (The Walt Disney Company)

Industry: Entertainment

Founded: October 16th, 1923

Revenue: $ 82.72 B (2022)

Net income: $162 Million (2022)

Employees: 190,000 (2021)

Website: [Link]

Disney’s Mission Statement

Disney’s mission statement is “to entertain, inform and inspire people around the
globe through the power of unparalleled storytelling, reflecting the iconic brands,
creative minds and innovative technologies that make ours the world’s premier
entertainment company.”

Disney’s Vision Statement

Their vision statement is “to be one of the world’s leading producers and providers of
entertainment and information.” This statement reflects Disney’s goal of being a leader
in the entertainment industry.

The Core Values

Disney’s core values are to “make everyone’s dreams come true, you better believe it,
never a customer, always a guest, all for one and one for all, share the spotlight, dare to
dare, practice, practice, practice, make your elephant fly and capture the magic with
storyboards.”
Each of these values is integral to the company’s success. They have made it their
mission to “make everyone’s dreams come true” by creating content that appeals to
everyone. They also believe in putting their customers first by providing them with a
great experience. Lastly, they emphasize the importance of teamwork and collaboration
among their employees.

Target Customer
The Walt Disney company’s typical target market is children and families. (Reference
Staff Writer, 2020) The target market for the Disney At-Home subscription box would
be families of all shapes and sizes. The ideal total household salary for the target market
would be $50,000 and above. These families may or may not have children, as young
couples or even single adults are Disney fans that would purchase this product. It would
be ideal to promote this to customers who have previously been to any of the Walt
Disney theme parks, resorts, or who have been on a Disney cruise before targeting other
customers. After targeting the known customers of the Walt Disney company, the next
group to focus on would be customers who pay for services such as Disney+ that are
clearly fans of Disney but may not be able to afford the vacation spots provided by the
company.

Market Opportunity
Disney At-Home is a great market opportunity for the Walt Disney company as the
company does not have a similar product and there are not similar products being
offered by similar companies. (Hendrickson, 2021) Similar companies would be
Hershey Entertainment, which has Hersheypark and Six Flags Entertainment
Corporation, which has Six Flags amusement parks. Neither of these amusement parks
have its own subscription box, which puts the Walt Disney company ahead of the
competition. This product implements the blue ocean strategy of moving “to the “Blue
Oceans” where there was little or no competition”. (Denning, 2017).
How Successful Is Disney?

In order to make people happy, Disney has had to be creative and innovative with its
business model and offerings. There are a multitude of factors that have contributed to
the company’s success, but here are some key ones.

First is Disney’s relentless focus on storytelling which has been at the core of its
mission from day one. This focus on quality content has allowed Disney to remain
relevant as times change and new technologies emerge.

Second is the company’s diversification into different businesses segments – this gives
customers a variety of options when it comes to engaging with the Disney brand.

Summary:
The Disney Company, best known for its cartoon characters and theme parks has, in
recent years, acquired large companies such as Pixar, Marvel Entertainment and
Lucasfilm, among others. The company has integrated and built on the innovative
capabilities of these highly creative operations to make Disney one of the largest
companies in the entertainment industry. In addition to spurring innovation within
Disney, the acquisition of this diverse portfolio of firms has allowed the company to
reach new markets and increase the overall visibility of the Disney brand. From
developing new animated movies through Pixar to releasing a new Star Wars epic
through Lucasfilm, Disney is finding innovative new ways to reach audiences. As an
example, Disney signed a contract with IMAX Corp. to show the company’s animated
and live-action movies in IMAX theaters. This gives Disney another outlet to deliver
entertainment to the public and an opportunity to increase the company’s value. Disney
has many ways to create profits. Most of them come from innovation and creativity in
the way the company deals with and reaches the consuming public.
Identification of issues:
 Numerous competitors

knowing who your competitors are, and what are offering, can help to make your
products, services and marketing stand out.

 Lack of vision statement

A successful business owner starts with end result in mind, that whatever obstacles may
came vision is perhaps your most important tool for success.

ALTERNATIVE COURSES OF ACTION

Alternative Course of Action: -01

 The company could hire fresh graduates and at the same time, retention
of the senior to have the diverse Workforce that gives broad range of
opinions and ideas, a workforce that knows the latest trends and
technology and one who have mastered the organization policies.
 Dalwar at Disney corporation could develop Innovative products and
services such as, Accessible transportation and from the attraction to give
the customers feeling of safety and certainty.
 The organization should engage more with the stakeholders could
contribute bigger shares for the product, advertising and projects.

Alternative Course of Action: - 02

 The company should construct a vision statement as soon as possible. A vision

statement is vital for accompanies growth and success. It serves as a guide for
the company. It states their plan and mission for the company in the near future.
 The company should consider all the possible challenges it will face over in a
year. It is important for them to be prepared for all problems that company will
face.
 The company should always maintain a competitive edge over their competitors.
They should always be ahead of trend so that their profit will increase over time.
Conclusion
Disney is a company that has been around for many years and has accomplished a great
deal. In this Open Case “Entrepreneurial Fervor and Innovation Drive Disney’s
Success” we try to find out some issues and solution of this issues but in this case, we
didn’t find so many problems because Disney company has been successful from a long
time. And Their mission and vision statement are a reflection of their values and what
they stand for. By putting people first, Disney has created an unforgettable experience
for everyone who comes into contact with them. They continue to be a leader in the
entertainment industry.