The Walt Disney Co.

The Walt Disney Company was founded in 1923 by Walt and Roy Disney and is the biggest media and entertainment conglomerate worldwide, in terms of revenue. From 1983-2000 the total revenues grew from 1,307 $ millions to 25,402 $ millions (see exhibit 1).

The creation of the Mickey Mouse sensation became known all over the world and shows the creative and innovative spirit of the company. After solving money concerns the company decided only to “license its name only to the best companies”, due to worries on brand equity. This was of great relevance to the company’s success because Disney then started to diversify and this was possible due to its strong branding name. The company continued successfully to introduce new characters, such as Donald Duck and in 1937 Disney started to release movies. Also, it expanded its television presence and with ABC produced a program called Disneyland through which the company tried to stimulate the public’s interest on a huge outdoor entertainment park, which Walt had been designing. The founder achieved his goal of “building a park for the entire family, since he believed that traditional parks were neither amusing nor clean, and offered nothing for daddy” and the combination of attractions of high technical advancement with the founder’s commitment to excellence in all aspects of the park operation. In order to minimize upgrading costs corporate sponsorship was exploited and to conserve capital “Disney licensed the food and merchandising concessions”.

Although Walt failed in his first carton business, he was confidant and had the vision to try out new ideas, which were a success. For example, Disney was the first to release a synchronized sound cartoon, “Steamboat Willie” and a “full-colour animated feature” Snow White and the Seven Dwarfs. The company also expanded its television presence, for example Disneyland, Mickey Mouse Club and entered the theme park industry. Success was the consequence of Walt’s vision and...