Success factor
Disney and the “Magical Gatherings” Brand Image
The Walt Disney Corporation began with cartoonist Walt Disney. On July 17, 1955, after many years of work in the animation business, Walt opened Disneyland—“a place where ‘age relives fond memories of the past and youth may savor the challenge and promise of the future’,” according to Disney (WDW College Program brochure, pp. 2-3). In 1971, Disney opened an even larger theme park in Florida—Walt Disney World. Today, the park spreads across 30,000 acres and employs over 35,000 people. Walt Disney World has grown from the original Magic Kingdom park to include EPCOT (Experimental Prototype Community of Tomorrow), Disney-MGM Studios, Animal Kingdom, Pleasure Island, Disney Marketplace, two water parks, and numerous hotels, resorts, and convention facilities (www.familytravelguides.com).
In October 2003, the Walt Disney Company launched “Magical Gatherings,” a vacation planning service especially designed for larger groups of family and friends. The service includes do-it-yourself vacation planning kits, a website offering vacations personalized for a variety of interests, and toll-free numbers connected to Disney vacation planner cast members (www.disneyworld.disney.go.com/wdw/special/magicalgatherings.com).
Emerge market trough virtual and make it in reality
Disney also moved into consumer products as they began licensing their merchandise, and opening up Disney stores in the retail outlet. As the internet has become a big part of the business world, Disney also took the opportunity to invest in the internet as well. With Disney online and the Go.com network, Disney has a vast network of websites and internet assets.
With so many business and divisions within the enterprise, Disney has become very well-known world wide. Disney has taken advantage of their brand recognition through out the world and has become a force in the global market. With theme parks all over the world, such as...