\chapter{Abstract}

\paragraph{}
The early years of the company is in 1923.
it's very difficult for the company, it started with a poor way.
Nevertheless they arrive to make a reputation with Mikey Mouse in 1928.
In this time the company don't have a profit political and the spirit for enjoy the wild was conserved.
And the really launched of the society is in 1940 when it beginning the big production of movie.

\paragraph{}
Today The Walt Disney Company, a company started in Los
Angeles, United States of America, is know the world over.
It stayed dominant in the market because it was the only
company to make very long cartoons, and employs
approximately 120,000 people. It is a diversified worldwide
entertainment company, and includes operations in
five business segments:
\begin{enumerate}

\item Media Networks
	\begin{itemize}
	\item Television and Radio Networks:\newline 

The Company operates the ABC Television Network, 
which as of September 30, 2000 had 225 primary affiliated 
stations operating under long-term agreements reaching 99.9\% of all U.S. 
television households. 

	\item Television and Radio Stations:\newline 

The Company owns nine very high frequency (VHF) television stations, 
five of which are located in the top ten markets in the United States;
one ultra high frequency (UHF) television station;
32 standard (AM) radio stations;
and 18 frequency modulation (FM) radio stations.

	\end{itemize}

\item Studio Entertainment\newline
The Studio Entertainment segment produces live-action and animated motion pictures,
television animation programs, musical recordings and live stage plays.

\item Parks \& Resorts\newline
The Company operates the Walt Disney World Resort in Florida and the Disneyland Park 
and two hotels in California.
The Company also earns royalties on revenues generated by the Tokyo Disneyland theme park
and has an ownership interest in Disneyland Paris.

\item Consumer Products\newline
The Consumer Products segment licenses the Company's characters 
and other intellectual property for use in connection with merchandise
and publications and publishes books and magazines.

\item The Internet Group.\newline
In 1997, the Buena Vista Internet Group was formed to consolidate 
and coordinate the Company's wide-ranging Internet activities.

\end{enumerate}

\paragraph{}
The problem for The Walt Disney Company is that the
cultures of the other countries are very different,
and sometimes incompatible with the original American theme
park and cartoon productions. So the company has  to change the politics of 
its conquest. Then there
becomes many different representations of the
company for different countries in the world. But there is
always the american culture underlying these
different representations.

\paragraph{}
Being an old monopoly with lots of experience in the market
it has many advantages, but also it may lack
the new spirit for conquest which the new generation of
companies possesses. Like all the old companies,
it has traditions and some of them are good and some bad.
Now Walt Disney must share the market with DreamWork the principal rival.

\paragraph{}
In the first step, we'll look at the company's history in
detail, with all the anecdotes and points that
make it the top of the market.
Next, we'll look at the opportunities and problems of the
company.
Then we'll create a swot analysis for a deeper
understanding.
Finally we'll summarize to state the important points
clearly.
In the second section, we'll specify the objectives of the
company, and the possibility of it finding
good recommendations.
And we'll finish by discussing the future of the company.