Of all the companies in the media industry, the one that seems to be of the most globally successful is The Walt Disney Company. It had expanded into almost all countries worldwide from the U.S. to Indochina. The company received revenue of 38.1 billion dollars this year. Key reasons for its tremendous success are summarized to six major ones.
The most creative of these reasons is that the company has an international expansion strategy in which includes fixed assets. There are Disneylands around Paris, Hong Kong, California and Florida, Disney Resorts in Shanghai, Tokyo and Hawaii, Disney Cruise Line, Disney Vacation Club and Disney Card Club. They try to create a two-way communication by developing these clubs and parks. All which allow international and global involvement.
It had not only expanded to almost every country in the world, but it also has expansion strategies in Japan, Europe, US, India, Latin America, Hong Kong, and Russia.
Brand image is very important to any media company and Walt Disney and his following CEOs made a great job in creating it. One major factor to start and boost this image is Mickey Mouse, the most recognized cartoon character in the world.
It is apparent that Disney flourishes in not only the TV industry, but in several other fields. It has diversified into travel, theatres, film production, live-action, publishing and radio. This has allowed it to further succeed and spread its brand name.
Another very smart tactic is the strategic alliances it created with companies worldwide “to help with producing branded consumer goods, as well as supplying its theme parks”. Its most current one is its alliance with Apple’s iTunes which sells Disney movies, programs and movies.
Last but not least, Disney offers internet options to its consumers in order to involve them as much as possible. Their website offers access to e-ticketing, products and information about them. These are available on their website, but they also have a blog (BlueSky) that provides more in-depth communication with consumers.
