Walt Disney By Olivia Hembrom Roll no. M14010

Born- December 5, 1901 in Chicago, IllinoisDied- December 15, 1966 in Burbank, California from lung cancer.He was an American business magnate, cartoonist, animator, voice actor, film producer.He is regarded as the culture icon, shaped America’s entertainment and animation industry.He was of Irish, German, Canadian and English descent.

Who is he ?

Early life

According to Disney’s biography by Bob Thomas, Walt was very artistic from the start.Dropped out of high school at 16 to join the Army but was rejected because he was underage.During Disney’s freshman year at McKinley High School, he began taking night courses at Chicago Art Institute and became a cartoonist for school newspaper.Cartoons were very patriotic, focusing on World War 1.Brother Roy worked at a bank in the area, and got him a job through a friend at Pesmen-Rubin Art Studio and created ads for newspapers, magazines, and movie theatres.It was here that he met cartoonist, Ubbe Iwerks, and became close friends and decided to start their own art business.January 1920 Disney and Iwerks formed company called ”Iwerks-Disney Commercial Artist”.Following a rough start, Iwerks left temporarily to earn money at Kansas City Film Ad Company.

Mickey mouseInspired by his pet mouse, the famous character mickey mouse was created by Disney and his colleague Ub Iwerks in 1928 at Walt Disney studios.The character was voiced by Disney himself.Originally he was named Mortimer Mouse but Disney’s wife suggested mickey to be more commercially successful name.Mickey officially debuted in the short film Steamboat Willie(1928) and went on to appear in 130 films.Mickey became the first cartoon character to have a star on Hollywood walk of fame.Mickey’s signature character wears red shorts, large yellow shoes, and white gloves.

• Between 1932 and 1969, Disney won 22 Academy Awards and was nominated 59 times, more than any other person in history.

• Received the presidential medal of freedom in 1964• He was awarded Legion d’Honneur by France.• A planet discovered in 1980 by a soviet astronomer was

named after Walt’s last name – DISNEYA.

Achievements

1923: Disney Brothers Cartoon Studio was founded but the name was changed to Walt Disney studios in 1925 1928: Commercially successful Mickey Mouse emerged as a cartoon in several films.

1932: First cartoon in full color , Silly Symphonies : Flowers and Trees was released in theatres, winning the first Academy Award.

1937: One of the biggest risks taken up by Disney, Snow white and the Seven Dwarfs was released.

1940: World War II - After Snow White and the Seven Dwarfs, Walt Disney released multiple films including Fantasia, Pinocchio, and Dumbo. When WWII began, the US Army took over part of the studio to house troops, but Disney still managed to produce Bambi.

1950: Disney released Cinderella, and it was an instant hit. It was their biggest success since the release of Snow White. The first live action film Treasure Island was completed.

1954: The company began television and Disneyland anthology series.

1955: Walt Disney purchased land in California and built the Disneyland theme park. They had over one million visitors in just two months. The Mickey Mouse Club series began.

1970: Walt Disney world resort and Magic Kingdom was opened in Orlando, Florida.

1990: various Disney parks, hotels, resorts, theme parks, were opened in Tokyo, France, etc.

Vision

“To make people happy”

Mission 2013 statement

“The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.”

Walt Disney Studios• Walt Disney pictures • Miramax Films • Buena vista home

entertainment • Disney Records• Buena vista Records• Hollywood Records• Touchstone Pictures• Pixar Animation Studios• Disney Theatrical Group

Disney Consumer Products• Disney Hard Lines• Disney Soft Lines• Disney Toys • Disney Press• Disney Publishing Worldwide• Disney Store

Corporate structure & Merchandising

Corporate structure & Merchandising

Media Networks• ESPN • Disney/ABC Television Group Digital

Media.• Walt Disney Television. Disney

Television Animation.• Disney-ABC Domestic Television -

formerly Buena Vista Television.• Disney-ABC International Television -

formerly Buena Vista International Television.

• ABC Television Network.• ABC News.

Walt Disney SWOT analysis

Brand Value

Listed 27th in the world’s 500 most valuable brands

$ 20,548 millions brand value in 2013

$ 23,580 millions brand value in 2014

PEST Analysis

Political

Economic • Global financial crisis slows down growth.

• Emerging markets such as India offer a cost advantage in terms of salaries and the overall cost of production.

• Economic growth, per capita income and stage of economic development among different countries needs to be considered.

• The animation industry enjoys tax benefits.

• Political differences are an obstacle to International Trade.

• Tighter regulations regarding products safety.

PEST Analysis

Social

• Recent social trend in smartphones, tablets and apps.

• Spreading awareness and social message through media

• Significant role of kid’s and family’s entertainment.

Technology

• Technological advancements helps in merchandising with reduced cost of production.

• Target audience is well convinced.

• Increased sales due to heavy advertising through social media and television.

Foreign percentage of sales

• 49% ownership interest in Disneyland, Paris• 47% ownership interest in Disneyland, Hong Kong• The Walt Disney company earns royalties for

Tokyo’s Disneyland resort.• 37% of Disney’s profit comes from abroad.

“We don’t make movies to make money, we make money to make movies“