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The Walt Disney Company Essay

2489 words - 10 pages

The Walt Disney Company is an American diversified multinational mass media corporation headquartered at the Walt Disney Studios in Burbank, California.
Disney was founded on October 16, 1923, by Walt Disney and Roy O. Disney as the Disney Brothers Cartoon Studio, and established itself as a leader in the American animation industry before diversifying into live-action film production, television, and theme parks. The company also operated under the names Walt Disney Studio and Walt Disney Productions. Taking on its current name in 1986, it expanded its existing operations and also started divisions focused upon theater, radio, music, publishing, and online media.
The company is best ...view middle of the document...

Ada persaingan ketat dari universal studios.

Question 2:

Segmentasi: Disney dibagi menjadi beberapa segmen melalui program medianya
Ada Disney channel untuk anak-anak
ESPN: channel olahraga yang dapat menargetkan anak remaja hingga lansia
ABC: channel berita untuk orang-orang dewasa

Untuk semua gender dan umur, Disney membangun Disneyland theme park and resort menjadi taman hiburan untuk mendapatkan experience.

Targeting: Disney menargetkan semua umur tetapi lebih memfokuskan ke anak-anak kecil melalui film-film kartun dan taman hiburan. Karena hal ini dapat berdampak baik bagi imajinasi anak-anak.

Positioning: produk-produk yang ditawarkan Disney (hiburan) telah diberikan oleh Disney dari channel televisi dan radio dimana mereka menawarkan hiburan yang pas untuk anak-anak. Sehingga melalui acara-acara dan animasi kartun yang menarik, dapat menarik perhatian konsumen.

Study case

Since the release of its mickey mouse cartoon 75 years ago, Disney has grown to become the undisputed master of family entertainment

But now, Disney magic more apparent than at its theme parks. Each year, some 43 million come to the walt disney world resort. Making it the worlds top tourist destination Why? Because of its attraction

Tapi, tahukah kalian jika disneyland dan resort hanya memberikan 25% dari seluruh pendapatan disney? Film dan kartun hanya 28%?

Sisanya sebanyak 47% pendapatan disney diperoleh dari portfolio yang berbeda oleh disney

Pada 1985, disney CEO michael eisner memberikan high powered dan centralized strategic marketing planning unit untuk pertumbuhan disney

Pada 1980's dan1990's, disney banyak mengakuisisi beberapa media termasuk capital cities/ABC dan memperbesar disney itu sendiri sebesar 2 kali lipat

Pada tahun 2000 walt disney company sudah memiliki banyak divisi dan perusahaan kecil dan dibagi menjadi 4 major business group

Nah lu masuki deh den yang di halaman 2. Yang studio, media networks, consumer products, parks and resort

Masukin 4 tulisan itu ama contohnya aja

Akan tetapi, banyaknya divisi dan portfolio ini menjadi tantangan tersendiri bagi walt disney

Saat 1980's waktu disney masih lebih kecil, mereka punya annual average revenue dan net income growth sebesr 23 persen dan 50 persen

Dibandingkan dengan sekarang, disney berusaha mati2an untuk mendapatkan profit dan growth yang konsisten

Nah, strategic planning group yang digunakan michael eisner disinyalir menjadi masalah utamanya

Oleh karena itu, pada 2004 michael eisner digantikan oleh ceo Robert Iger. Dan dia langsung menghilangkan strategic marketing planning dan mengembalikannya ke divisi yang ada di disney guna memperbaiki keadaan yang ada

Kesimpulannya untuk disney, menjadi lebih besar belum tentu menjadi lebih baik

Biography + history

Walter Elias Disney atau yang lebih dikenal Walt Disney lahir pada tanggal 5 Desember 1901 beralamat di 2156 N. Tripp Avenue di Chicago. Walter sendiri merupakan...

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