Disney - Marketing Services Efficiently*



Mini Case Code : CLIM033
Publication date : 2005
Subject : International Marketing
Industry : Entertainment
Length : 04 Pages
Price : Rs. 100

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Key words:

Walt Disney Company (Disney), entertainment, conglomerate, media-networks, parks, resorts, studio, Walter Elias Disney (Walter), Hollywood, Mickey Mouse, Disneyland, theme park, hotels, shopping villages, Universal Studios, movies, books, toys, marathons, road shows, Radio Disney, Disney Channel, Buena Vista Television, ABC Television, ESPN, retailers, annual report


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The caselet discusses how the Walt Disney Company has successfully been entertaining customers across the globe. It takes a look at how Walt Disney's dreams have taken shape over the years. It focuses on the operations of various divisions of the company and explains how these divisions have been working in a mutually beneficial manner. The caselet also discusses the future of the entertainment conglomerate, Disney.


How the Disney brand is marketed.
Operations of Disney in various countries of the world.
The future plans of Disney for expansion into the Asian market.
Walt Disney's dream


Walt Disney Company (Disney) is an entertainment conglomerate operating in different business sectors such as media networks, parks and resorts, studio entertainment, and consumer products, across the world.

Disney is present in a large number of countries in Europe, Asia, and Latin America apart from America. Disney was the result of one man's ability to dream big.

With barely US$40 in his pocket, Walter Elias Disney (Walter) dreamt of making great Hollywood movies one day. In 1923, he started Disney Company. He also began production operations for films along with his brother...

Questions for Discussion:

1. Analyze the strategies of Disney in marketing entertainment internationally.

2. According to Michael Eisner, "Disney aims to build the biggest entertainment base in the world while simultaneously creating the world's greatest entertainment products". Comment.