Free choice: Extended Outline of My Essay

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Disney

Ⅰ　Introduction

 A.How successful??

Seeking Alpha

“In general, Disney has achieved great success in growing their business and increasing  earnings in the last few years.”

Investopedia

“Walt Disney is one of the most powerful companies, in one of the most powerful sectors of any economy: entertainment.”

Disney Wiki

The company is best known for the products of its film studio, the Walt Disney Studios, and today one of the largest and best-known studios in Hollywood. Disney also owns and operates the ABC broadcast television network; cable television networks such as Disney Channel, ESPN, A+E Networks, and ABC Family; publishing, merchandising, and theatre divisions; and owns and licenses 14 theme parks around the world. It also has a successful music division.

 B.Thesis

The success of The Walt Disney Company is the result of two things: the great leadership of its founder and the successors who have been keeping the mission statement of the company.

 

 C.Purpose

This paper will explore why the Walt Disney Company has become successful by two aspects. Firstly, this paper will explain what kind of key quality Walt Disney had. In addition to that aspect, it will explain how the successors of the company has been maintaining the mission statement of the company.

Ⅱ　Walt Disney’s key quality

 A. Always exceed the expectation (try to show new thing)

Animation… everybody did not think his plan would succeed at first

“The Steamboat Willie”...Animation with sound

“The Snow White and the Seven Dwarfs”... Full Color & Long Animation

Audio-Animatronics… “It’s a Small World”, “Pirates of the Caribbean”, “Enchanted Tiki Room”

“He was the most critical person in the company”

  B. Stay true to your value

Walt Disney went bankrupt five times but never gave up his dream…

Einstein once said, “Great spirits have always encountered violent opposition from mediocre minds.” ...Walt Disney is a perfect example.

ex. Did not care what the critics said toward his vision.

Mickey Mouse “it was all started by a mouse.”

also a constant reminder that the company has strong roots and it embraces American values.

 C. Differentiate your offer

Creating “Uniqueness” within the system of the company

example...Visitor=guests, workers=associates

Everyone feel that they are doing something special=motivated

 D. Lead by examples and delegate

provided inspiration by creating many important characters in Disney’s history

example: Mickey and Friends

Communication with associates

Ultimately his employees were happy to work long hours without any pay because they believed in what they were doing.

  E. Roy Disney… The perfect brother I’ve ever known

More realistic because he was once a banker worked for Bank of America

Example:

Building a Company

・before they succeded, Walt was deceived by a man called Powers. But Roy noticed that the guy was a trickster.

・Found the source of funds(Bank of Italy(America), ABC), managing money problems(constructing business plan, in charge of trademark right), managing strikes

・Walt :“He is by nature a banker, so he is the brightest in terms of money. I totally rely on him in that issue, and do not have nothing to complain about.”

Disney Way

・Participation of worker and their families

...Roy invited all of the groups in the company for lunch or dinner, and played the role as a host.

...After the death of Walt, invited the families of the workers for meetings at the company and he explained the future of the company.

Ⅲ　Mission statement of the company

   A. Walt’s Core Concept… To Dream, To Dare, To Believe and To Do

   

   B. After the death of Walt Disney (How they keep the statement)

The Company’s 10 management principle… the easiest way to convey Walt’s belief

1.Make Everyone’s Dreams Come True

2.You Better Believe It

3.Never a Customer, Always a Guest

4.All for One and One for All

5.Share the Spotlight

6.Dare to Dare

7.Practice, Practice, Practice

8.Make Your Elephant Fly

9.Capture the Magic with Storyboards

10. Give Details Top Billing

Why they had to keep the mission statement??

  Because “Disney” became not only the founder’s name but brand.

 

C. Comparison to other companies (Apple…)

・Apple

NHK

After Steve Jobs died, stock price has gradually dropped, because many people worry that Cook(Jobs’ successor) will be able to keep on releasing innovative products like Jobs. Moreover, some of the executives of the company left the company.

The reason of these changes are simple. The successor of the company failed to find out what is important in the company.(In the case of Apple, it is “creative atmosphere”). Since Cook is just a pro of efficient management, he could not make the right decision for the company, and it related to dissatisfactory of the customers.

Iphone...many ppl say that IPhone 5 etc. is not “brand-new” smart phone. As the consequence, the share of the smartphone was smaller than Samsung.

Therefore, Apple did not prosper after the influential founder passed away.

・Disney

On the other hand, Disney have continued to succeed even after the death of its icon: Walt Disney. The reason is that Disney understood what is essential for the company to survive after the founder died. That means maintaining the brand of “Disney”. They share this principle with all of the workers in the company, so it became easier for the company to determine which way they had to go.

Ⅳ Conclusion

  A. Summary

  B. How we can apply to our lives

“Leadership is the ability which set the standard and manage the creative atmosphere within the group. Moreover, people are motivated to achieve a long-range but constructive goal  by the participatory environment that acknowledges the value of individuals.”