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The Walt Disney Company Essay

1776 words - 8 pages

The Walt Disney Company is a wildly successful, international entertainment and media company. The company was born in 1923, after Walt and Roy Disney formed a partnership and started creating animated films. They affectionately named their joint venture the Disney Brothers Cartoon Studio. This was the beginning of what is known today as The Walt Disney Company. A more detailed history is available at

In 1957, the company made its public debut on the New York Stock Exchange. Under the stock symbol DIS, shares were sold for 13.88 each (Seidman, 2012). Today, shares are valued at approximately 77 dollars (DIS income statement, n.d.). The ...view middle of the document...

Licensed toys, books, products, and memorabilia are created and sold in stores worldwide. The Warner Brothers Studio Store and Scholastic Corporation both compete with Consumer Products.

The Walt Disney Studios are well known in the industry for their live-action and animation film productions. However, theater, music, nature films and film distribution are all part of studio entertainment. Paramount pictures also compete in this segment.

Walt Disney Park and Resorts provide vacations experiences. The division creates, operates, and maintains theme parks, resorts, and cruise lines all over the world. Competitors include Six Flags and Universal Studios.

Disney Media Networks provide television, radio, publishing, digital and sports media. The Disney-ABC Television Group and ESPN Inc. are included in this segment. Disney Media Networks compete with CBS and Time Warner.

The Walt Disney Company relies heavily on information systems. All five market segments create a massive business network with unique operating requirements. The day-to-day operations of a Disney theme park are significantly different than the day-to-day operations at Marvel Studios. Disney uses a staggering amount of different information systems to meet their requirements. The following are examples of information systems used by the Walt Disney Company.

Magic Kingdom utilizes the MyMagic+ system. Visitors are outfitted with a MagicBand. The MagicBand is a bracelet supported by radio-frequency identification technology. Visitor information is stored within the bracelet and can be scanned at RFID readers all over the park. Credit and debit information can be added to the band, allowing customers to complete a purchase by swiping their wrists. Visitors also use the bracelet as a hotel key, and to pick times to ride park attractions. All of this customer data is uploaded to databases where individual customer profiles can be created. Disney uses this information to create custom marketing plans, manage staffing requirements, maintain crowd control, and to monitor park efficiency (Guerin, 2013).

There are significant energy concerns associated with running a theme park or resort. Lighting, air conditioning, heating, and ventilation play a critical role in these operations. The Walt Disney World Resort uses an energy management system to control and monitor energy consumption. In order to accomplish this, every building and facility has an installed utility meter. The utility meter information is collected and aggregated via Disney’s Information System. The data is available via Disney’s intranet. Temperature, humidity, equipment status, and area consumption are all monitored. Disney can see what areas consume the most energy and manage their actions appropriately (Allen, 2007).

Merchandise sales are a huge source of...

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