Introduction
Disney Corporation is the most popular and famous company which presents people with picturesque and colorful amusement parks, movies and cartoons which are designed by its own movie-making label. Also this company is well-known worldwide for the ability to meet consumer’s demands by means of balanced management policy including financing and working out strategies as well. In fact, at the very beginning of the company’s creation Walt Disney rallied his thoughts over the main characters being afterwards the label of the company.
These very characters as Mickey Mouse, Donald Duck and others served for establishing the world of fabulous pictures meaning the amusement park in California. The paper is dedicated to find out and represent the key ways of company’s ability to meet consumer’s demands which made Disney Corporation so marvelous and powerful among the closest competitors.
General evaluation of the company
At first, it is very significant to work out how the world of Walt Disney became a Corporation capital. In other words, when one sees the greatness of this company, products and services which it produces it is vital not only to admire with it, but also to get the idea how is it structured and maintained from the inside. The fascinating image of Walt Disney is something being of mysterious character for millions of American children and their parents.
It is clear that every human being notwithstanding the point of his age at the moment strives to go back to the world of childhood and pleasure which seemed to be entire; that happy-go-lucky life which stored in minds of people plenty of recollections. What are the core strengths of the company? Why is it strong enough when adapting for various changes emerging in the world concerning the collapses in economic and financial life of mankind?
The company’s cross-promotional strategies accelerated dramatically in the 1950s when the company opened Disneyland, the theme park that used previously created stories, characters, and images as the basis for its attractions. In addition, the television program Disneyland was introduced on ABC, providing further opportunities to promote the theme park as well as Disney’s other products. (Wasko 56)
Standpoints of success
Disney Corporation provided a well-designed policy in the first decades of its existence and made self-advertisement steps for better and efficient spread of news all over the USA and abroad. This point grants a certain respect towards those pioneers of the company. The body of directors and creative team of the corporation proved able to sustain the difficulties due to several reasons, namely:
- Legal background for protecting Copyrights of the company and gaining the additional, huge, profits; (Bellet 1)
- The combination of many different assets such as its brand, its protected characters, its corporate culture, its ability to manage creativity, and its complementary business units; (Bellet 2)
- Strategic foresight which helped the Corporation to constantly innovate and challenge the status quo. (Bellet 2)
According to every point mentioned above it is necessary to admit that, first, the company has a strict policy of reserved by the government rights of its characters and products preventing from unsanctioned capturing of them by other companies or persons; second, the company has a versatile model of assets gaining, as a result, more profits from all its departments derived in the wholeness of thematic and functional coloring; third, beginning with the founder of the company the urge to predict future innovations and facilities which were beyond controversy for consumers and competitors as well is a part of Disney’s strategy which sees new implementations, technologies, ways of merchandising or sources of financing. The creativeness of the company is the core subject to be appointed as a reason for the Corporation’s success.
Also the concept of synergy is one of the main standpoints within the Corporation. Bilateral interaction of different Disney’s products supports the dual intentions among consumers. In other words, when one visits theme parks and fills himself with numerous emotions, then one wants to buy concerned with the amusement rides books, videos, records etc. On the other hand, when getting acquainted with books, media and other products one looks for the opportunity to visit theme parks of Disney World. This feature helped the company in terms of providing its presence in the input and the output markets.
Promotion campaign of Disney Corporation seems to be without even a bit of delay. It comprises the latest approaches of promoting movies and other media in tours over the country which only in the year 1997 attracted more than four million people. (Wasko 56) Moreover, the company makes such very expensive initiatives come true because of high level of expectancies of the current CEO and other top leaders of the company along with shareholders in terms of merchandising potential of products.
Disney Corporation is the multinational company. This means that it cooperates with foreign governments in order to establish new place for building theme parks with the financial help of governments. (Wasko 56) One of the examples is the Disney Park in Paris. This is one more objective for the company’s sustainable position within competitors.
Conclusion
Thus, Disney Corporation is a global company producing various brands concerning media products and services maintained in its own theme parks. The core strengths of the company touch upon the legal, structural, and managerial peculiarities in providing current policy which undoubtedly meet consumers’ demands and, as a result, bring success to the company.
References
Bellet, L. (2004). The Walt Disney Company. EWMBA299. Web.
Wasko, J. (2001). The Magical-Market World of Disney. Monthly Review, 52, 56.