Disney
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General Description
The founders of Disney were Walt and Roy Disney who founded the company in 1923.It is a diversified international entertainment company that operates in the areas of studio entertainment, parks and resorts, media networks, and consumer products. Disney started as a small cartoon publishing company that eventually grew to become one of the largest media and entertainment companies in the world. The first showing of Mickey Mouse was in 1928 at the Colony theater in New York. The first mickie mouse book and doll were produced in 1930. Snow White took three and a half to produce and was the first ever animated feature film by Disney to be released in 1937. It was the higest grossing film of all time until Gone with the Wind. Disney produced four more animated films in the next five years. In 1950 disney produced it's first live-action film Treasure Island, made more animated movies, and started it's first television show. The first disney theme par was opened on July 17, 1955. Marry Poppins was released in 1964. And then Walt Disney died two years later on Deceber 15, 1966. Roy Disney took over supervision of the company after Walt's death. Disney opened an educational subsidiary in 1969. The 28,000 acre theme park Walt Disney World, in memory of Walt Disney, was opened by Roy on October 1, 1971. Roy died only two months later and then the company was headed by a small team that had been trained by the Disney brothers. The EPCOT center opened in Walt Disney World in 1982. The center was a world of tomorrow building with all the latest technology of the time. Tokyo Disneyland was opened in Japan in 1983. The same year they released Disney Channel on TV. Michael Eisner and Frank Wells took over as the CEO and president soon afterword. The Disney Sunday Movie returned in 1986. More Resorts and parks opened such as Splash Mountain in 1989, the two resorts Grand Floridian and Caribbean Beach Resorts opened in 1988. Disney produced many successful movies in 1988 tat grossed over $100 million all togother.
Current CEO/ President: Robert A. Iger
Address:http://corporate.disney.go.com/index.html
Description:Diverse worldwide media entertainment industry


Walt Disney Studios
Disney Parks and Resorts
Disney Consumer Products
Disney Media Networks
Walt Disney Pictures
Disney Land
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Disney apparel
Disney-ABC television
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Touchstone Pictures
Disney World
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Disney toys
ESPN inc.
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Miramax Films
Disney cruise line
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Disney Publishing Worldwide (largest kid books publisher)
Disney Channel (kids show)
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Walt Disney Records
Tokyo Disney resort
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Disney food (fruit snacks)
Walt Disney radio
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Channels of Distribution
Producer to Retailer to consumer
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Channel of Distribution

Does the channel fit the target customer?
This channel fits the target market because Disney produces games, movies, and products for their target market which are families which will shop either at Disney stores, online retailers, or other retailers for games, products, and movies.
Does the channel fit the brand positioning?
Yes because Disney is the one of the largest entertainment companies in the world.
Is the channel a good fit for the company?
Yes because Disney wants to maintain control over its products and services.
Can the company achieve economic goals through the channel?
Yes they can because if they don’t do all the processing and manufacturing themselves they will save more money that way.

Disney uses intensive distribution for this channel to reach as many families and consumers as it can with its products.
Manufacturers to Consumers
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Second Channel of Distribution


Does the channel fit the target customer?
This channel fits the target market because Disney produces services that are directly accessible to the consumer in the form of its theme parks ad studios which are major attractions to families.
Does the channel fit the brand positioning?
Yes because Disney is the one of the largest entertainment companies in the world, and its theme parks are international attractions.
Is the channel a good fit for the company?
Yes because Disney wants to maintain control over services by having direct control over them.
Can the company achieve economic goals through the channel?
Yes they can because if they have the consumers come straight to the theme parks it is much more direct and economic than having customers have to travel a long distance to reach them.
Disney uses exclusive distribution for this channel to maintain direct control over the theme parks.
Forms of Transportation
Main Points/Review Questions

Main Points

· Diverse worldwide entertainment industry 

· Manufactorer to consumer channel

· Manufactorer -> Retailer is Japan -> Consumer

· Forms of Transportation

· Distribution Intensity is Exclusive

Review Questions

1. Who is the current CEO of Walt Disney

2. Who are the founders of Disney

3. What year was it founded

4. What is the Website address

5. True/False: Disney only has Theme parks such as Disneyland for consumer products

6. Is Walt Disney a nation or worldwide business

Citations

http://corporate.disney.go.com/
http://corporate.disney.go.com/corporate/business.html
http://corporate.disney.go.com/corporate/management_team.html
http://tv.disney.go.com/disneychannel/shows/index.html