Introduction

This business report has focus on The Walt Disney Company. It will look closer on the large international media conglomerate that operates in multiple industries and with a large company portfolio. More specifically it will look closer on the core business of the company; the film animation business. In the recent years it has been suffering from not being able to invigorate it self, and keeping up with the increasing competition in the market of animation films. The different chapters will both be dealing with The Walt Disney Company on global, corporate and business level and the industry as a whole. To create a focus, then a deeper analysis of the functional levels have been excluded, and it will only go down to the business level of the company.

The information and analysis made in this report have solely been made on the base on secondary information collected through articles, websites, market-reports, and company report. It has not been possible to collect any primary data/information directly from communication with the company.