Introduction The Walt Disney Company has truly been “the entertainment king” in the 83 years since its founding. This is largely due to the vision of Walt Disney, as well as the strategic management skills of Michael Eisner. The work of these two men, as well as countless others at The Walt Disney Company has created an innovative business model with universal appeal.
A History of Disney The Disney Brothers Cartoon Studio was founded in California in 1923 by Walt and Roy Disney. The brothers had a contract to produce “Alice Comedy” films about a live girl in an animated world. Over the next four years, around 55 films are produced in the series. In 1927, The Disney Studio began indirect production for Universal Pictures’ films “Oswald the Lucky Rabbit.” The brothers produced 26 films in their first year. In 1928, Universal took the contract from the Disney Studio, and Walt Disney created Mickey Mouse by widening Oswald’s ears and changing his clothes slightly. Mickey’s film debut was also in 1928 in the film “Steamboat Willie.” …show more content…
Campaigns with outside corporate sponsors had to be arranged through all aspects of the business. Conflicts also arose over the Disney-owned minute of advertising during The Disney Sunday Movie. This could be resolved by using general company advertising and only using specific advertising for large events.
Disney used internal transfer prices for activities that one division performed for another. For example, when any division wanted to use material from the Disney film library, it paid a price to the Disney film studio.
If a conflict arose between division executives, Eisner and Wells encouraged them to resolve it among themselves, but they also provided the option of arbitration for difficult problems. Management focused on quick resolution, allowing more time to focus on important business matters.
In 1987, a corporate marketing function was installed to stimulate and coordinate company-wide marketing activities. A marketing calendar was introduced to coordinate marketing across the company and was updated at weekly meetings with divisions across the company. All divisions were responsible for the generation of new ideas, and a monthly meeting of 20 divisional marketing a promotional executives was initiated to discuss inter-divisional
A History of Disney The Disney Brothers Cartoon Studio was founded in California in 1923 by Walt and Roy Disney. The brothers had a contract to produce “Alice Comedy” films about a live girl in an animated world. Over the next four years, around 55 films are produced in the series. In 1927, The Disney Studio began indirect production for Universal Pictures’ films “Oswald the Lucky Rabbit.” The brothers produced 26 films in their first year. In 1928, Universal took the contract from the Disney Studio, and Walt Disney created Mickey Mouse by widening Oswald’s ears and changing his clothes slightly. Mickey’s film debut was also in 1928 in the film “Steamboat Willie.” …show more content…
Campaigns with outside corporate sponsors had to be arranged through all aspects of the business. Conflicts also arose over the Disney-owned minute of advertising during The Disney Sunday Movie. This could be resolved by using general company advertising and only using specific advertising for large events.
Disney used internal transfer prices for activities that one division performed for another. For example, when any division wanted to use material from the Disney film library, it paid a price to the Disney film studio.
If a conflict arose between division executives, Eisner and Wells encouraged them to resolve it among themselves, but they also provided the option of arbitration for difficult problems. Management focused on quick resolution, allowing more time to focus on important business matters.
In 1987, a corporate marketing function was installed to stimulate and coordinate company-wide marketing activities. A marketing calendar was introduced to coordinate marketing across the company and was updated at weekly meetings with divisions across the company. All divisions were responsible for the generation of new ideas, and a monthly meeting of 20 divisional marketing a promotional executives was initiated to discuss inter-divisional