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The Disney Company Corporate Busines Strategies Analysis

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This Disney Company: Corporate Business Strategies Analysis
Jessica Hennessey and Jamie Gregar
Viterbo University

This Disney Company: Corporate Business Strategies Analysis
Introduction/Background
The Disney Company is an international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media (The Disney Company, n.d.). The Walt Disney Company, as known today, originated in 1923 with the creation of Disney Brothers Studio, founded by Walter and Roy Disney. The studio began creating animated films that would become the foundation of Disney (The Disney Company, n.d.). The Company expanded into its first theme park, Disneyland in Anaheim, CA, in 1955 and another in Orlando, FL, Disney World in 1971. In 1983 the company continued its market expansion with the launch of the Disney Channel and also internationally with both Tokyo Disney and Euro Disney (The Disney Company, n.d.). Continued company growth and market development occurred with Disney’s acquisition of the Miramax Film Company in 1993. Further market capture occurred with the purchase Capital Cities ABC in 1995; this allowed for Disney to have access to the cable networks of ABC and ESPN (Business Wire, 1995). Pixar was the next addition to the Disney empire with a 7.4 billion dollar purchase in 2006 followed by Marvel Entertainment in 2009 at 4 billion dollars and most recently Lucas Films in 2012 for an additional 4 billion dollars (The Disney Company, n.d.).
The Disney Company’s mission statement is as follows: "The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative...

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