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Industry Report Of The Brands Introduction ➢ The Walt Disney Company, commonly known as Walt Disney or simply Disney is an American diversified multinational mass media and entertainment conglomerate headquartered at the Walt Disney Studios in Burbank, California. It is the world's largest independent media conglomerate in terms of revenue, ahead of NBCUniversal and WarnerMedia which are owned by telecommunications giants Comcast and AT&T respectively ➢ The company was founded on October 16, 1923 by brothers Walt and Roy O. Disney as the Disney Brothers Cartoon Studio; it also operated under the names The Walt Disney Studio and Walt Disney Productions before officially changing its name to The Walt Disney Company in 1986. ➢ The company established itself as a leader in the American animation industry before diversifying into live-action film production, television, and theme parks. ➢ The company is known for its film studio The Walt Disney Studios, which is one of the largest and best-known studios in American cinema. ➢ Disney also owns and operates the ABC broadcast network; cable television networks such as Disney Channel, ESPN A&E Networks, and Freeform; publishing, merchandising, music, and theater divisions; and Walt Disney Parks and Resorts, a group of 14 theme parks around the world ➢ On December 14, 2017, Disney announced an agreement to acquire 21st Century Fox for $52 billion. The bid was later increased to $71 billion on June 20, 2018 in the wake of Comcast's $65 billion bid for Fox. ➢ In early 1923, Kansas City, Missouri, animator Walt Disney created a short film entitled Alice's Wonderland. which featured child actress Virginia Davis interacting with animated characters. ➢ Disney moved to Hollywood to join his brother, Roy O. Disney. Film distributor Margaret J. Winkler of M.J. Winkler Productions contacted Disney with plans to distribute a whole series of Alice Comedies purchased for $1,500 per reel with Disney as a production partner. Walt and Roy Disney formed Disney Brothers Cartoon Studio that same year. More animated films followed after Alice ➢ In January 1926, with the completion of the Disney studio on Hyperion Street, the Disney Brothers Studio's name was changed to the Walt Disney Studio ➢ In 1928, to recover from the loss of Oswald the Lucky Rabbit, Disney came up with the idea of a mouse character named Mortimer while on a train headed to California, drawing up a few simple drawings. The mouse was later renamed Mickey Mouse (Disney's wife, Lillian, disliked the sound of 'Mortimer Mouse') and starred in several Disney produced films. ➢ On December 16, the Walt Disney Studios partnership was reorganized as a corporation with the name of Walt Disney Productions, Limited with a merchandising division, Walt Disney Enterprises, and two subsidiaries, Disney Film Recording Company, Limited and Liled Realty and Investment Company for real estate holdings ➢ In November 2017, it was reported by CNBC that Disney had been in negotiations with 21st Century Fox to merge the two companies. The negotiations had reportedly resumed around Disney acquiring several of Fox's key media assets ➢ In August 2017, Disney announced that they would be starting its own streaming service, known as Disney+, to compete with the longtime industry monopoly Netflix. Disney+ is currently scheduled to begin service in late 2019, with many series announced that will be using its many successful franchises. S W Strength Weaknesses ➢ Characters – There are a lot of things which help Disney become such a huge conglomerate in the financial world but the people who helped Disney reach this height were the characters. Mickey mouse, Goofy, ➢ Company is missing out on the online market as all presence is offline – Donald duck, Ariel, and many others are the assets of Walt Disney and Today’s children prefer staying online than going out in the real world. are the most humongous revenue generators. Walt Disney could not Of course that’s harmful but that’s how it is, right?. The point here is have survived without these characters and hence they form the most that Warner brothers started pottermore, which is an online Harry important strength pillar in the SWOT of Walt Disney. potter world. ➢ Values – Disney stands for values and ethics. Be it Disneyland, ESPN, ➢ Limited target audience – Children are the biggest influencers in an Their movies or any business venture which the company invests, the adults life. However, they are not the revenue drivers. Disney is limited business venture does not step a toe out of the line where values are by its abilities as it has only children as its target audience. concerned. Disney movies will be for kids and young adults. ➢ Character development is slow – Today, There are very few new ➢ Brand image – Walt Disney is regularly listed as one of the best global characters which are generating revenues equal to mickey mouse or brands of all time. Disney started building its brand image by involving Donald duck. In India itself, Chota bheem and Ninja hattori have children in the 1950’s which was followed by brand extension due to the overtaken Ben 10 and other cartoons which are developed by Walt creation of Disneyland. Disney..
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