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Walt Disney Company

The Walt Disney is one of the companies that have maintained their operations for

years. This is mostly attributed to its corporate strategy. Walt Disney focused on developing its

own animation characters after animator developers for the company used to hire animation

characters as they did with the successful character ‘Oswald the Lucky Rabbit’ (Rukstad and

Collis 2). Walt Disney, the company’s founder, made the first character, Mickey Mouse from

Oswald while his brother concentrated on the money. The company then went on to develop six

more other animations after Mickey Mouse including Goofy and Donald Duck among others

(Rukstad and Collis 2). This ensured the company did not lose its animations. The company also

concentrates on developing films basing on current issues. For example, during World War II the

company produced educational and training films such as ‘How Disease Travels’. This ensured

the company generated income even during the time of the war.

The Company also focused on developing outdoor theme parks to generate public

interest in the dealings of the Company. In 1955, Walt decided to build a theme park named

Disneyland which he believed would stimulate the interest of the public in the company’s films.

In 1965, Walt also purchased a 27000-acre land to build another theme park, Walt Disney World

(Rukstad and Collis 3). The company wanted to create a facility that all people in a family could

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relate to (Rukstad and Collis 13). The company ensured they maximize the profits from these

parks by using famous individuals such as Michael Jackson in Captain EO. Furthermore, the

company expanded to cover new audiences, regions and new businesses. Disney opened new

retail stores that sold apparel and toys to children like those in the animation (Rukstad and Collis

6). In 1990, the company further developed the Walt Disney Press to print comic books, and

Hyperion books press in 1991 for adult books.

Walt Disney has significantly diversified in the recent years. The company still

maintained the ideas of the company’s founder Walt Disney. Even after Eisner’s takeover, the

company did not diversify much as it instead focused on developing the ideas of the founder. For

instance, for revenue improvement, the company developed more theme Parks such as Euro

Disney but included several theme parks in one park (Rukstad and Collis 8). Also, instead of

focusing on created animations only, the company started to develop ‘event’ movies such as

ConAir of 1997 and the 1998 blockbuster named Armageddon. The company later bought

CapCities/ABC to own a channel for programming distribution (Rukstad and Collis 9). This

improved its programs delivery as it increased the number of stations they could be aired.

Moreover, the company ventured into channels for sports and news delivery such as

ESPN 1 and ESPN 2. The company also opened the Walt Disney Press and Hyperion Books to

publish comic books for children and other books for adults respectively (Rukstad and Collis 6).

This was to ensure the company expanded its audience to create more revenue. Moreover, it

developed resorts and hotels to increase its attractions in its theme parks to encourage the visitors

to stay for long (Rukstad and Collis 7). In 1992, the company then acquired a National Hockey

Team in Anaheim for $50 million. The team named the Mighty Ducks was meant for cross-

marketing purposes, marketing both sportswear and animation themed apparels by the company.

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Furthermore, it developed a theater production that was Broadway-bound (Rukstad and Collis 7).

This is used for animation and movie shows such as the Beauty and the Beast which became

major hits. Using $29 Million, the company developed for the New Amsterdam Theater.

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Works Cited

Ruckstad, Michael G. "The Walt Disney Company: The Entertainment King." Havard Business

School, 5 Jan. 2009, pp. 1-27.

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