THE BEST PRACTICES OF THE
WALT DISNEY COMPANY
By Shannon Charlton, Christina Galvin, Jeremiah Rivera, Katie Weeres
In This Presentation
Company Overview
 Employment Opportunities and Benefits
 Investor Relationships
 Corporate Responsibility
 SWOT Analysis
 Overall Best Practices

COMPANY OVERVIEW
Company Overview
MISSION STATEMENT
To be 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.
Disney History

Disney has been known for over nine decades as Family Entertainment. Starting off as a
simple cartoon studio in the 1920s, Disney has grown to be a common house-held name. Here
are some memorable moments over the years:

October 16, 1923 – Walt signed a contract to produce comedies. This is the official start
date of the Disney Corporation.

November 18, 1928 – Steamboat Willie was the first Mickey Mouse cartoon and first
appearance of Minnie Mouse.

December 21, 1937 – Disney produces their first feature-length animated film, Snow
White and the Seven Dwarfs.

July 17, 1955 – Disneyland opens in Anaheim, CA.

December 15, 1966 – Walt Disney passes away.

October 1, 1971 – Disney World opens in Orlando, FL.

July 31, 1995 – Disney purchases Capital Cities/ABC for $19 billion.

September 12, 2005 – Disneyland Hong Kong opens.

January 25, 2006 – Disney buys Pixar.

August 31, 2009 – Disney buys Marvel Entertainment.

Currently – Building a Disneyland in Shanghai.
Disney Brands, Products, and Services

Disney is active in five different business segments. They are as
follows: Parks and Resorts, Media Networks, Walt Disney Studios,
Disney Consumer Products, and Disney Interactive.

Parks & Resorts: Disney has 11 theme parks and 43 resorts in North America, Europe and Asia.
They also have their Disney cruise line which travels to world-class destinations.

Media Networks: Disney has a range of media networks including broadcast, cable, radio,
publishing and digital businesses across two divisions – the Disney/ABC Television Group and
ESPN Inc.

Walt Disney Studios: Disney uses their studios to create movies, music and stage plays. A few
studios include Walt Disney Animation, Pixar, DreamWorks, Disneynature, Marvel, and
Touchstone Pictures. The Disney Music Group has Walt Disney Records, Hollywood Records, as
well as Disney Music Publishing. The Disney Theatrical Group produces Disney on Broadway,
Disney On Ice, and Disney Live!.

Disney Consumer Products: Disney creates merchandise that ranges from clothing, toys, home
décor, books and magazines to foods and beverages, stationery, electronics and fine art.

Disney Interactive: Disney interactive is another form of entertainment including blockbuster
mobile, social and console games, online virtual worlds, and #1-ranked web destinations
Disney.com.
Brands and Partnerships
EMPLOYMENT AND BENEFITS
Employment Opportunities and Benefits

Encompasses a wide
variety of work fields
 Driven,
Positive, Integrity,
Responsible, People
People


International opportunities
Internships
 Disney
College Program,
Professional Internships
Employment Opportunities and Benefits


Health, Dental, Life
Plans
Cast Member Activities:
 Community
Service,
Recognition and
Achievement, Intramural
Sports Teams.

Diversity and Support
Resource Groups
 CastABLE,
FAMILIES,
COMPASS, HOLA, PRIDE
INVESTOR RELATIONS
Investors Relations



Stock Information
Reports and Financial
Information
Shareholder
Information
 Investment
 Facts
Book
Plan
Investors Relations


Events and
Presentations
Investor Newsletter
 Report
updates
 Company News
 New Releases
 Current Product
Ratings
 Current Subscribers
CORPORATE RESPONSIBILITY
Social


Disney Ambassadors and stars
spread anti-bullying messages
“Disney Friends For Change”


Disney VoluntEARS



Globally inspires kids and families
to take action and make a
difference in their communities
6 million hours of volunteer service
in communities around the world
Supports children’s hospitals
“Give a Day, Get a Disney Day”

Participants who volunteer in
selected organizations receive a
free day pass into Disneyland or
Walt Disney World
Environment

Disney Friends for Change


Has got kids involved in 55 countries around
the world
Had almost five million initiatives






600,000 cleanup events protecting oceans and
waterways
Recycling projects involving 2,000,000
participants
200,000 projects specifically focused on
bringing families together to volunteer
In 2009, Disneyland Resort was recognized
with California’s highest and most
prestigious environmental honor for water
conservation efforts used in the World of
Color attraction.
Since 2009, Disney has invested $23.5
million in carbon offset projects globally,
most of which involve forest conservation,
reforestation and forest management
Minimizes waste in numerous ways!
Health and Well-Being

“Mickey Check”


Tool to help select healthy food
options for grocery shopping, online
shopping, and eating on vacation
“Disney Magic of Healthy Living”


All food and beverage products
advertised, sponsored, or promoted
on Disney Channel, Disney XD, Disney
Junior, Radio Disney, and Disneyowned online will be required by
2015 to meet Disney’s nutrition
guidelines.
The nutrition guidelines are aligned
to federal standards, promote fruit
and vegetable consumption and call
for limiting calories and reducing
saturated fat, sodium, and sugar.
SWOT ANALYSIS
Opportunities
•
•
•
•
•
Larger university presence
Increase brand opportunities
Improve brand recognition with
partnerships
Increased customer feedback
and involvement
Create a theme park for thrill
seekers
Threats
•
•
•
The economy
Competition between different
theme parks, channels, etc.
Rapid pace of changing
technology and media
Strengths
Weaknesses
•
•
•
•
•
•
•
Brand recognition
Diverse portfolio
High quality
Large market presence
Constantly need new, creative
ideas – Productive and
innovative employees
•
•
High cost of operation
Frequent change in top
management
High risk with multiple projects
Constantly need new, creative
ideas
S-O Strategies
W-O Strategies
•
•
•
•
Because of their strong brand
recognition, they can easily enter
various markets.
Using their diverse portfolio and
brand recognition, creating a
theme park for thrill seekers could
be popular.
Use brand recognition to increase
awareness of partnerships.
•
•
•
Request universities to create an
emphasis, minor, or class in Disney
management. Outsource ideas to
college students.
Create an extreme theme park in
a completely new location.
Utilize Disney minors to develop
creative ideas.
Use customer feedback for new,
creative ideas.
S-T Strategies
W-T Strategies
•
•
•
Give-a-Day, Get-a-Day: promotes
community involvement to get a
free pass to one of their theme
parks.
Push cheaper entertainment
options.
•
Narrow the focus from the
multiple projects to a few so the
outcome will be more productive
than other companies.
Use the high management
turnover to their advantage to
find new people that are current
with the changing pace of
technology and media.
OVERALL BEST STRATEGIES
Overall Best Strategic Practices
Variety in their Portfolio
 Offer Diverse Employment Opportunities
 Provide Excellent Benefits
 Maintain Transparent Communication in Investor
Relationships
 Develop Positive Image in Community through
Corporate Responsibility

Diversity
Integrity
Innovation
Responsibility