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Concern For Disney Is Their International Image Marketing Essay

Technology has changed the way we do business on the planet. The marketplace tempo and speed has quickened from a light trot to a sprint, and the global consumer has placed new demands on organizations worldwide. How companies have taken care of immediately these demands has been the berries or the poison of their survival. To maintain to date with technology, companies must plan for and assess current and future styles in available technology. One company that has done so is Walt Disney Company, the famed children's entertainment firm.

The Disney Company was began on October 16, 1923 by a collaboration of two brothers, Walt and Roy Disney. It had been at first known as Disney Brothers Toon Studio, which later became Walt Disney Studio. Among the first memorable creations Disney films made with audio was the Mickey Mouse button animation call Steamboat Willie, which opened in New York on November 18, 1928. This was Mickey Mouse's benefits to parents and children almost everywhere. This new figure instantaneously became very well-liked. Their first full-colored animation, Flowers and Trees and shrubs, earned an Academy Prize in 1932 for "Best Cartoon", and Disney would gain an Oscar every year for ten years. Not merely was Disney growing in leaps and bounds using their success, these were also hitting it big with both their videos and their merchandise. About twenty years later, Disney created their first live film called Treasure Island.


Walt Disney Parks and Resorts is where in fact the powerful lives and home to Disney's beloved characters. The section traces its roots to 1952, when Walt Disney made what is now known as Walt Disney Imagineering to construct Disneyland in Anaheim, California. Today, Walt Disney Parks and Resorts operates or licenses 10 theme parks on three continents with an 11th playground currently under development in Hong Kong, along with 35 resort hotels, two cruise trip ships and a wide variety of other entertainment offerings.

The Studio Entertainment product is the building blocks on which The Walt Disney Company was built, with its center are world-renowned animated features and live-action motion pictures. Movies are distributed under Walt Disney Pictures, Touchtone Pictures, Miramax Movies, Dimension Movies, and Buena Vista ENTERTAINMENT.

Disney merchandising commenced in 1929 when Walt Disney was approached by a businessman interested in positioning Mickey Mouse on the cover of your children's writing tablet. THE BUYER Products section now stretches the Disney brand to merchandise which range from apparel, toys, home dcor and books to interactive video games, foods and drinks, electronics and fine art.


In order to understand the Walt Disney Company's value chain, it is necessary to understand how businesses use a value chain. The idea of the value chain model was presented in 1985 by Michael Porter in his publication, Competitive Gain. His concept explains how a collection of activities "when mixed, create and build value which result in a competitive benefit" (NetMBA, 2005).

The components of the value chain that include:

Inbound Logistics- goods or services coming into the company, functions,

Operations- the activities that transform the input into the last product

Outbound Logistics- the procedure to get the product to the customer

Marketing and Sales- Advertising and alternative activities to entice customers

Service- the maintenance of the merchandise and customer service

The principal components are reinforced through Procurement, Technology Development, People Learning resource Management and Firm Infrastructure. The framework is then mixed to:

The Walt Disney Company's value chain is sophisticated. Each business device represents its own sequence resulting in an entertainment service. With the synergistic applications of the worldwide company, the value chains are then intertwined creating new revenue channels from the same primary source.


The first business portion is where everything started- Disney Studio room Entertainment. The value chain begins with ideas. These can be internal ideas or concepts the company has sought out to produce or support. The ideas started with Walt's first cartoons of Mickey Mouse. The theory and the equipment to bring it alive is the inbound logistic, the procedure is the animators creating the film, the outbound logistics are showing the film to moviegoers, the marketing is commercials, billboards or word of mouth, the service is fun value of the film, and exactly how it creates people feel. All these come together to make a profit. This process is the same from Steamboat Willie in 1928 to the summer 2006 release Autos. The difference is based on the technology.

Each step of the Studios' value chain has been enhanced by technology. The ideas come now from a number of angles, however the equipment is a lot more advanced. Computers and software will be the inbound log the Autos is an example of computer cartoon film. The procedure is still long and laborious, but the computer creates the three-dimensional realities of the characters. This 3D animation is just about the expectation of today's consumer and Disney has embraced the change. The functional activities are a direct result of the equipment. Removed are the days and nights of hand drawn computer animation, the computer is the grasp. The done film is product put out to consumers. Today, the movie theatre is not the one place to watch a Disney film. Home theaters are an enormous business and large share of the benefit from any new movie.


The Parks and Resorts division of the Walt Disney Company is very an amalgamation of all the other business units. The base for most visitors attractions (the inbound logistic of ideas) tend to be the videos and tv sets shows on the Studio room Entertainment and Marketing Systems divisions. Merchandising within the parks is not part of Consumer Products department but aligns directly with the business strategies of this segment. The operations activities of Parks and Resorts are providing the magic alive. In the parks, visitors are in the fairytales from the Studios. Or the attraction takes them to places they would never go otherwise- surrounding the world at Epcot or to Mars in Mission Space. "The parks are about providing fantasy, wonder, finding and adventure" (Disney, 2006).


The best current exemplory case of synergy and a combined value chain within the Walt Disney Company is the Pirate's of the Caribbean franchise. It started with the favorite Disneyland attraction then expanded to Walt Disney World, Disneyland Paris and Tokyo Disneyland. Each comes after the basic premise of pirates and treasure. Then in 2004, Jerry Bruckheimer produced a movie based on the appeal. "Now, the attraction is getting a Bruckheimer injection with new animatronics statistics of Captain Jack Sparrow and his ghostly nemesis from the wildly successful movie" (Disney, 2006).


Upholding social criteria is the responsibility of every worker at The Walt Disney Company. All customers of are to keep high ethical criteria in a manner that is consistent with professional business carry out. Disney executed the Standards of Business Conduct as a guide for communal responsibility. The Benchmarks of Business Do promotes integrity, credibility, trust, respect, good play and teamwork.

The Expectations of Business Do is file which clarifies Walt Disney's legal and honest standards. The Expectations of Business Carry out is published by means of a booklet. This doc is also electronically stored on the company's Intranet.

Employees are instructed to be familiar with the material within the Criteria of Business Carry out.


The employee may contact any of these groups by phone or email. However, they are simply encouraging to consult in person.

The Walt Disney Company says that "all our international labor tactics and licensing are in direct sourcing operations across the world, and are in accordance with all labor methods across the world" (Disney, 2006). Disney's global procedures are comprised of four business sections: Parks and Resorts, Studio Entertainment, Consumer Products and Mass media networks. In our view, Disney has extended to keep a good reputation and has little to no accounts about labor routines across the world.

The company also offers a secure telephone line to article safe practices concerns if the staff can be involved about confirming to leadership. This dedication engages market leaders with employees through security committees and safeness awards for areas with exemplary security records. Safety understanding tips are put up on the business's Intranet not only is it discussed in section meetings. Improved safe practices consciousness and strategies generate a win/win situation for employees and the company. Within this technique, employees feel liked and the company helps you to save money on worker compensation statements.

The Walt Disney Internet Group (WDIG) launched their first Web page in 1995. The site was invented to promote Internet safety practices in regards to children. Furthermore, over several years, "Walt Disney has participated in various public education outreach programs which concentrate on protection. " (Disney, 2006) The Walt Disney Internet Group also provides tools such as GetNetWise, which helps parents, control their children's Internet utilization.


One area of matter for Disney is their international image. The fiasco-turned-success of the theme area previously known as Euro Disney continues to be one of Disney's ideal (and worst) accomplishments. "Forcing №American' methods and Disney's failure to understand ethnic differences resulted in the initial failing of Euro Disney. They imported ideas antithetical with their expected customers and future employees, banning wine, for example, at area restaurants and dictating employee dress and habit. They also failed to understand that labor unions in France play another role in the labor-management-government equation than in america, that Europeans holiday differently than Americans, that the French jealously guard their culture, etc. After many years of unsatisfactory results, Disney finally changed their methods. (Leverette, 2002)"

Though Disney has been successful in other overseas marketplaces, like Japan and Hong Kong, Euro Disney was a close to coach wreck for the company. Efforts to identify cultural dissimilarities and technological utilization far away have offered Disney well within the last couple of years. Their website is now able to be viewed in several different languages, and offer content that the local consumer would consider pleasant.


Walt Disney Imagineering (WDI) was made in 1952. WDI is in charge of creating Disney resorts, theme parks, and attractions around the world. The unit comprises roughly 1, 400 authors, painters, sculptors, show designers, ride designers, developers, engineers and architects. (Disney, 2006) These individuals are paid to plan, design, Walt Disney Parks and Resorts.

Walt Disney Imagineering is in charge of alls aspects of Disney's destinations. The group works hard to keep guest interested. The group creates, installs and keeps the: architecture, software, equipment and landscaping design that brings every Walt Disney's history alive.

Recently, this group has been severely afflicted by the emergence of new technology. Now, CAD technology is employed to create animated motion pictures. Disney is implementing computer graphic technology to build 3D imagery. Computer graphic technology increases effectiveness by minimizing materials, cost, and labor.

Due to the process, freehand musician that actually drew characters yourself are no-longer sought after. Many of Disney's freehand performers refuse to accept computer graphic technology for artistic reasons. Therefore, these designers must find substitute work within the organization.

Managing organizational change triggered by technology is a very complex job for just about any organization. Managers must work hard to regulate sudden and drastic organizational changes within and take action with their opportunity of responsibility. There are lots of cases world-wide in which technology has influenced staffing. In this example, Disney must realign their employees. To assist in retention, and employee satisfaction, employees should be transferred to various departments within the organization.

In addition, current employees should be given an opportunity to find other positions within the business. They should get priority in the work selection process insurance firms choice for job interviews. Employees should also be offered sufficient compensation packages if they're unwilling, or incapable, to find job within the company.

Through a leaders advancement, new ideas for polices and procedures can be acquired. An effective head creates the perspective of what the ultimate organizational state can look like, feel like and become like. These qualities can greatly contribute to a wholesome organizational culture. A solid vision will help to create a distributed meaning, generate energy, enlighten people, and help employees and their customers perform at optimum. When a innovator displays relationship building techniques such as loyalty and training, it builds a good vision in a organization. This process is particularly important when determining standards for human resources, useful business resources, technical capabilities and organizational capabilities.

The role of the manager is to maximize the result of the business through administrative duties. The duties of the administrator are to perform the next organizational functions: planning, staffing, directing, and managing. Managers must position the consideration of individual dignity first alternatively than pay, campaign, or working conditions. Coaching will also help to promote healthy romantic relationships. By coaching, leaders will win the esteem and admiration with their co-workers and customers. This process is import when working with individuals to move from their present state to a desired future state in order to increase their success.

Managers will need to have understanding of many motivational strategies. Determination is an efficient tool that helps individuals to attain organizational goals. Every couple of months in some locations, the leaders at Disney rotate. This process allows each director to work with new groups to recognize new motivational strategies.

Other areas in which managers must be knowledgeable are finances and training. Supervisor must know the financial capacities of the company. The organization must understand all finical responsibilities to get, support, and maintain new technology. The business must also understand working out that is associated with each worker.


Walt Disney was ahead of his time in the first 30's, targeting children and men and women to desire interactive entertainment. The company he built will undoubtedly remain unscathed for years to come. Technology has never been lacking in his facilities, merchandise or his films. The company has built its reputation after the imaginations of an incredible number of Americans, and many other countries. Disney has been, and is currently, viewed as a leader and innovator of technological entertainment. With few hiccups on the way, Disney has captured the mass creativity and think about of millions, and be children name that is associated with joy. They may have effectively maintained change throughout the course or their continuing and astronomical expansion over the generations. And moreover, they may have allowed and motivated cultural unity on the globe. Only if more companies were like Disney.

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