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The Walt Disney Company

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Submitted By bombtwist
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The Walt Disney Company is an American diversified multinational mass media corporation headquartered at the Walt Disney Studios in Burbank, California.
Disney was founded on October 16, 1923, by Walt Disney and Roy O. Disney as the Disney Brothers Cartoon Studio, and established itself as a leader in the American animation industry before diversifying into live-action film production, television, and theme parks. The company also operated under the names Walt Disney Studio and Walt Disney Productions. Taking on its current name in 1986, it expanded its existing operations and also started divisions focused upon theater, radio, music, publishing, and online media.
The company is best known for the products of its film studio, the Walt Disney Studios, which is today one of the largest and best-known studios in Hollywood. Disney also owns and operates the ABC broadcast television network; cable television networks such as Disney Channel, ESPN, A+E Networks, and ABC Family; publishing, merchandising, and theatre divisions; and owns and licenses 14 theme parks around the world. It also has a successful music division. The company has been a component of the Dow Jones Industrial Average since May 6, 1991. An early and well-known cartoon creation of the company, Mickey Mouse, is a primary symbol of The Walt Disney Company.

Visi
To be a top 10 brand within every market we operate in across Europe, Middle East, and Africa delivering one vision and one voice to consumers and customers.

Misi * To make people Happy * To make dream come true * 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 and profitable entertainment experiences and related products in the world."

QUESTION 1:
Karna Disney bergerak didalam berbagai macam bidang, maka lawan Disney pun menjadi lebih banyak Untuk competitor dari media yang dimiliki oleh Disney (Disney pixar animation studios), ada twentieth century fox atau ataupun sony yang membuat film-film layar lebar yang terkenal Dari sisi resort dan theme parks. Ada persaingan ketat dari universal studios.

Question 2: Disney

Segmentasi: Disney dibagi menjadi beberapa segmen melalui program medianya Ada Disney channel untuk anak-anak
ESPN: channel olahraga yang dapat menargetkan anak remaja hingga lansia
ABC: channel berita untuk orang-orang dewasa

Untuk semua gender dan umur, Disney membangun Disneyland theme park and resort menjadi taman hiburan untuk mendapatkan experience.

Targeting: Disney menargetkan semua umur tetapi lebih memfokuskan ke anak-anak kecil melalui film-film kartun dan taman hiburan. Karena hal ini dapat berdampak baik bagi imajinasi anak-anak.

Positioning: produk-produk yang ditawarkan Disney (hiburan) telah diberikan oleh Disney dari channel televisi dan radio dimana mereka menawarkan hiburan yang pas untuk anak-anak. Sehingga melalui acara-acara dan animasi kartun yang menarik, dapat menarik perhatian konsumen.

Study case

Since the release of its mickey mouse cartoon 75 years ago, Disney has grown to become the undisputed master of family entertainment

But now, Disney magic more apparent than at its theme parks. Each year, some 43 million come to the walt disney world resort. Making it the worlds top tourist destination Why? Because of its attraction

Tapi, tahukah kalian jika disneyland dan resort hanya memberikan 25% dari seluruh pendapatan disney? Film dan kartun hanya 28%?

Sisanya sebanyak 47% pendapatan disney diperoleh dari portfolio yang berbeda oleh disney

Pada 1985, disney CEO michael eisner memberikan high powered dan centralized strategic marketing planning unit untuk pertumbuhan disney

Pada 1980's dan1990's, disney banyak mengakuisisi beberapa media termasuk capital cities/ABC dan memperbesar disney itu sendiri sebesar 2 kali lipat

Pada tahun 2000 walt disney company sudah memiliki banyak divisi dan perusahaan kecil dan dibagi menjadi 4 major business group

Nah lu masuki deh den yang di halaman 2. Yang studio, media networks, consumer products, parks and resort

Masukin 4 tulisan itu ama contohnya aja

Akan tetapi, banyaknya divisi dan portfolio ini menjadi tantangan tersendiri bagi walt disney

Saat 1980's waktu disney masih lebih kecil, mereka punya annual average revenue dan net income growth sebesr 23 persen dan 50 persen

Dibandingkan dengan sekarang, disney berusaha mati2an untuk mendapatkan profit dan growth yang konsisten

Nah, strategic planning group yang digunakan michael eisner disinyalir menjadi masalah utamanya

Oleh karena itu, pada 2004 michael eisner digantikan oleh ceo Robert Iger. Dan dia langsung menghilangkan strategic marketing planning dan mengembalikannya ke divisi yang ada di disney guna memperbaiki keadaan yang ada

Kesimpulannya untuk disney, menjadi lebih besar belum tentu menjadi lebih baik

Biography + history

Walter Elias Disney atau yang lebih dikenal Walt Disney lahir pada tanggal 5 Desember 1901 beralamat di 2156 N. Tripp Avenue di Chicago. Walter sendiri merupakan keturunan Robert D’Isigny, orang Prancis yang berkelana ke Inggris. Dan nama Disney merupakan plesetan dari D’Isigny. Walter Disney semenjak kecil sudah mempunyai hobi dibidang seni lukis dan kereta api. Seorang dokter bernama “Doc” Sherwood membayar Disney untuk menggambar kuda miliknya dan Sherwood sangat puas dan memuji hasil karya Disney.

Ayah Walter, Elias Disney memindahkan keluarganya ke kota Chichago setelah ia membeli saham di pabrik Jelly O-Zell pada tahun 1917. Dan di tahun ini juga, Disney memulai masa remajanya di McKinley High School dan berhasil menjadi seorang kartunis untuk koran sekolahnya saat menghadiri acara kursus Chicago Art Institute. Pada usia 16 Disney memutuskan untuk keluar dari sekolah dan ingin menjadi tentara Amerika Serikat, Namun sayangnya ditolak dikarenakan belum cukup umur. Akhirnya Walter dan seorang temannya bergabung dengan tim Palang Merah dan bertugas sebagai sopir ambulans di Prancis selama setahun.

Setelah masa kerjanya selesai, Walter memutuskan untuk kembali ke Kansas City dimana ia ingin memulai karir seninya kembali. Ia akhirnya memilih melukis karikatur politik, namun tidak ada yang melirik karyanya. Disaat itu datang saudaranya, Roy yang bekerja untuk salah satu bank di Kansas City, dan menawarkan Walter pekerjaan di Pesmen Rubin Art Studio bersama seorang kartunis bernama Ubbe Iwerks sebagai pembuat iklan untuk surat kabar, bioskop, dan majalah. Namun dengan berakhirnya masa kerja, mereka berdua (Walter dan Ubbe Iwerks) memutuskan untuk mendirikan perusahaan sendiri.

Pada tahun Januari 1920, akhirnya mereka berdua membuka perusahaan bernama “Iwerks-Disney Commercial Artists”. Dan dengan modal yang kurang, akhirnya Disney memutuskan untuk sementara bekerja di Kansas City Film Ad Company untuk mencari tambahan modal. Iwerks yang sendirian mengurus perusahaan tidak mampu menjalankan bisnis tersebut, dan memutuskan untuk menutup usaha tersebut. Disney mencoba untuk mengembangkan hobinya dalam bidang animasi dengan fokus pada cutout animation. Dan pemilik A.V Cauger (pemilik Ad Company) menginjinkan Walter untuk memakai kamera dari tempat kerjanya untuk uji coba dirumah.

Walter Disney melihat ada masa depan yang menjanjikan dibanding bekerja sebagai cutout animasi di Ad Company, setelah membaca sebuah buku karangan Edwin G.Lutz berjudul Animated Cartoons: How They Are Made, Their Origin and Development. Dan Walter mengambil langkah baru lagi dimana ia membuka bisnis animasi sendiri dengan merekrut Fred Harman, salah seorang rekan kerjanya di Kansas City.

Pada tahun 1920, dengan mendapat persetujuan dari Frank L. Newman (showman), akhirnya mereka dapat menyiarkan kartu pertama mereka yang berjudul “Laugh-O-Grams” dibioskop tersebut. Diluar dugaan film kartun ini sangat populer di Kansas City, dan dari film kartun pertama ini (Newman Laugh O Grams) Walter dapat membeli sebuah studio dan merekrut lebih banyak lagi animator seperti Hugh Harman (Adik Fred Harman), Rudolf Ising serta Ub Iwerks. Studio Disney yang baru berjalan beberapa bulan ini harus gulug tinggi karena gaji karyawan yang tinggi serta dililit hutang. Sehingga Walter memutuskan untuk menutup studionya kemudian membuka studio di Hollywood, California.

Kini Walter Disney mencari penerbit yang mau mengedarkan film kartun berjudul “Alice Comedies” yang sempat ia buat di Kansas City. Adalah NewYork Margaret Winkler yang berminat untuk mengedarkan film Setelah mendirikan studio di Hollywood hasil patungan antara Disney dan saudaranya. tersebut.Virginia Davis yang berperan sebagai Alice dan Iwerks harus pindah dari Kansas City dikarenakan pekerjaan ini. Ini merupakan titik awal seorang Walter Elias Disney di Studio Disney Brother’s yang akan menjadi Legenda.

Ditahun 1925 ia bertemu Lilian Bounds yang bekerja di Disney Brother’s sebagai pelukis seluloid animasi dan akhirnya mereka menikah. Namun usaha mereka untuk mempunyai anak pertama harus terhenti dikarenkan Lilian mengalami keguguran. Dan pada 18 Desember 1933 lahir seorang anak perempuan bernama Diane Marie Disney dan mengadopsi Sharon Mae Disney.

Pada 1930an, Disney merasa perlu mengembangkan satu karakter baru dikarenakan Felix The Cat mulai pudar. Walter ingat pernah memelihara seekor tikus di Kansas City dan memberikan sedikit gambaran, akhirnya Ub Iwerks mencoba untuk membuat sketsa yang lebih baik lagi. Menurut seorang karyawan Disney mengatakan “Ub Melukis wajah Miki, namun Walt yang memberikan jiwanya.” Pada awalnya sebelum diberi nama Miki, tokoh tikus ini bernama “Mortimer” yang diubah menjadi “Miki Mouse” oleh Lilian Disney. Akan tetapi film animasi pendek pertama miki berjudul “Plane Crazy” gagal mendapatkan distributor dikarenakan “film bisu”. Disney akhirnya membuat kartun dengan suara berjudul “Steamboat Willie” yang langsung meroket hingga 1946. Dan Miki Mouse sukses mengalahkan tokoh kartun paling populer didunia Felix the Cat.

Tidak lama sesudah itu, ia membangun studio film modern di Burbank, California. Di tempat itu ia akan mempekerjakan sebanyak 1.500 orang. Sampai di situ ia tampaknya telah mencapai apa yang diimpikannya. Setahap demi tahap ia menjadi apa yang diinginkannya dahulu. Saya hanya bekerja dengan baik kalau ada hambatanm yang harus kuatasi. Saya khawatir bila segala sesuatu berjalan dengan terlalu lancar karena saya takut terjadinya perubahan mendadak dalam situasi ini.
Setelah Perang Dunia II, Ray dan Walt Disney menerima beberapa kontrak dari ketentaraan untuk membuat film dokumenter dan poster perang. Begitu perang selesai, bisnis makin sibuk bagi Disney Studios, dan Walt semakin mencurahkan perhatiannya pada keahlian seninya. Ia sering bekerja sampai larut malam. Konon, ia sering membongkar-bongkar keranjang sampah kertasnya untuk melihat isinya. Pada keesokan harinya ia akan menyuruh aistennya untuk meneliti apa yang ditemukannya; katanya, potongan-potongan kertas ini sering kali mengandung gagasan besar. Pada masa itulah Walt Disney menciptakan kebanyakan film besarnya, antara lain Cinderella, Peter Pan dan Bambi.
Pada tahun 1950-an, impian fantasmagorik Walt Disney-Disneyland mulai berkembang. Pada waktu itu, semua temannya, terutama bankir-bankirnya, menyatakan bahwa proyek ini gila-gilaan. Sekali lagi, Disney akan menunjukkan bahwa impian manusia dapat menjadi kenyataan.
Gagasan menciptakan Disneyland muncul, ketika ia berjalan-jalan di taman dengan kedua putrinya, Sharon dan Diana. Ia membayangkan sebuah taman wisata sangat luas tempat anak-anak dapat bertemu dengan tokoh kartun yang mereka sayangi. Ketika Walt Disney akhirnya memutuskan untuk proyek tersebut, tidak ada seorang pun atau apa pun dapat mengubah keputusannya.


Walt Disney Company adalah sebuah perusahaan raksasa yang berbasis di Amerika yang diprakarsai oleh Walter Disney bersama saudaranya Roy O Disney pada tahun 1923. Pada tahun 1928, Walt Disney menciptakan Mickey Mouse yang akhirnya menjadi hits di WDC. Mereka menyadari bahwa yang dinilai oleh pelanggan adalah nilai pengalaman yang menyenangkan dengan hiburan yang di sajikan pihak WDC. Disney merespon preferensi konsumen dengan memanfaatkan merek dipasar konsumen yang berbeda dengan menawarkan produk-produk dengan kelompok usia tertentu.
Walt Disney (Disney), perusahaan hiburan asal Amerika Serikat terus membesar, di bawah tampuk kepemimpinan Robert Iger. Pada 2012, Disney berhasil mengantongi peningkatan pendapatan sebesar US$ 40,2 juta atau naik 20% dari 2011. Laba Disney pada 2004 adalah sebesar $30,8 miliar USD dan merupakan komponen Dow Jones Industrial Averege. Perusahaan ini dikenal sebagai Walt Disney Productions, Ltd. sampai 6 Februari 1986 dan kemudian diubah menjadi namanya sekarang. Bukan hanya itu, saham perusahaan terus merangkak naik, bahkan menembus 38% selama 12 bulan ke posisi tertinggi dalam sejarah Disney berdiri sebesar US$ 54 per saham.

Strategi Disney dalam membangun pasar konsumen untuk masing-masing karakter dimana setiap merek diciptakan untuk setiap kelompok umur dalam saluran distribusi. Misalnya Mickey mouse dijual melalui departemen dan took khusus hadiah sedangkan baby mickey dijual dengan harga yang lebih rendah secara masal.

Walt Disney (Disney), perusahaan hiburan asal Amerika Serikat terus membesar, di bawah tampuk kepemimpinan Robert Iger. Pada 2012, Merek-merek kelas atas, seperti Pixar, Marvel dan Lucasfilm telah menjadi bagian dari perjalanan Walt Disney. Ini seiring langkah Iger menekuni industri hiburan dan media. Perusahaan yang berbasis di California, Amerika Serikat itu terus melebarkan sayap usaha di segala lini. Hingga mampu menguasai aset berupa studi, film, video dan sebagainya dengan nilai US$ 95,6 miliar.

Disney's Marketing Strategies
The Walt Disney Company atau biasa disebut Disney, merupakan salah satu konglomerat media terbesar di dunia. Apa strategi pemasaran di balik kesuksesan mencengangkan dari The Walt Disney Company ?

The Walt Disney Company mampu mengembangkan strategi marketingnya di pasar global untuk tetap mempertahankan dirinya tetap di peringkat nomor satu dalam bisnis hiburan dan media. Dimana The Walt Disney Company terus melakukan penelitian secara intensif untuk mempelajari target marketnya. Disney mampu menangkap peluang pertumbuhan pasar tingkat global.

The Walt Disney Company sanggup menggabungkan teknologi untuk membidik pasar anak-anak. Misalnya, Disney menawarkan diskon di Twitter dan game di Facebook dengan menggunakan ikon andalannya seperti Mickey Mouse dan Spider-Man

The Walt Disney Company mampu mengembangkan strategi marketingnya dipasar global dengan tetap mempertahankan peringkatnya sebagai perusahaan nomor satu dalam industry hiburan dan media dengan melakukan penelitian secara insentif dalam mempelajari target marketnya. Disney mampu menangkap peluang pertumbuhan pasar tingkat global. Misalnya Disney menawarkan diskon di Twiter dan game di facebook dengan ikon mickey mouse dan spiderman sebagai ikon andalannya. WDC tidak hanya membidik segmen pasar bagi anak-anak saja melainkan seluruh anggota keluarga. Berikut adalah strategi yang digunakan Disney dalam merebut pangsa pasarnya yaitu :

1. Strategi produk yang didasarkan pada kepuasan pelanggan dimana Disney berusaha untuk terus meningkatkan produk dan pelayanannya kepada pelanggan tetapnya sambil menarik perhatian pelanggan barunya. Contoh : Disney meluncurkan aplikasi buku anak-anak untuk pemakai android market. 2. Strategi Inovasi dengan menggunakan teknologi yang dapat membidik anak-anak secara langsung melalui cerita / dongeng dengan aplikasi game online. 3. Strategi promosi dan pemasaran dimana Disney focus pada strategi membangun lomunitas yang loyal dan penggemar setia pada kartun Disney melalui media social. Selain media social, Disney juga membuat iklan di media konvensional seperti Koran, majalah dan direct mail dalam melakukan promosi penjualan. Untuk menjangkau pasar remaja, Disney meluncurkan advergaming dengan menempatkan pesan iklan di game online dan video. Tujuan strategi ini adalah untuk meraih anak-anak secara langsung dan mendorong orang tua mereka untuk mengunjungi Disney Land. 4. Strategi Ekspansi dimana Disney berusaha untuk mengeksplorasi dan memperluas pasarnya dengan mengembangkan taman hiburan di kota besar dunia seperti Paris,Tokyo dan Hongkong. Disney melakukan akuisisi dengan memperluas lisensi dalam bisnis merchandise untuk membangun sinergi antara perusahaan seperti taman hiburan, film, merchandise yang menghasilkan profit yang besar.

Salah satu sisi terkuat perusahaan memiliki kompetensi adalah dalam akuisisi. The Walt Disney Company telah mengakuisisi Pixar Animation Studios pada tahun 2006, Marvel Entertainment pada tahun 2009 dan Lucasfilm pada tahun 2012. Mantan 2 akuisisi telah terbukti sangat sukses dalam hal pendapatan dan pertumbuhan laba. Akuisisi ketiga diharapkan akan sama sukses karena Disney telah memperoleh hak untuk semua karya Lucasfilm sebelumnya termasuk Star Wars. Beberapa pesaing Disney lain memiliki catatan seperti akuisisi yang sukses.

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The Walt Disney Company: Expansion Strategies

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Walt Disney Company Report

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Walt Disney Company

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Walt Disney Company

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Business Analysis - Walt Disney Company

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