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The Walt Disney Company: Expansion Strategies

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THE WALT DISNEY COMPANY
Introduction
The Walt Disney Company is one of the leading entertainment companies in the world as it occupies the tenth spot in the list of the leading brands in the world. Incorporated in California more that eighty years ago, the conglomerate enjoys a worldwide presence as it has managed to expand its operations to virtually every corner of the world. To achieve this, the company saw it necessary to not only to focus on the United States market, but also exploit all the other markets around the world as well as diversifying its operations to cover a wider range of entertainment products and services. As of December 2015, the Walt Disney company had spread its tentacles to three continents where Disney amusement parks and stores have been observed have been set up in the united kingdom, United States, Spain, Italy, as well as Portugal (Bohas, 2014). Licensed shops have also been set in operation in almost every county around the globe. This paper focuses on the strategies that the Walt Disney Company has adopted to thrive in the industry as well as how the company manages to thrive in the international market.
Complementary strategic moves
Strategic alliances
The company has partnered with other players in or outside the industry not only for the purpose of diversifying its operations but also to strengthen its competitive advantage in the entertainment industry.
In December 2015, it was announced that the Walt Disney company was to form a strategic alliance with the Kimberly-Clark corporation. As an impact of the alliance, the Walt Disney parks and resorts would be able to showcase Kimberly- Clark’s brands in the Walt Disney world resort, the Disney cruise line, the Disney resort, and the Disney baby care centers that are hosted by Huggies (Bohas, 2014). The alliance is an extension…...

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