The Walt Disney Company’s international popularity is a result of effective strategic management that applies a mission statement and a vision statement suited to the entertainment, amusement park, and mass media industries. In theory, the corporate mission determines what the business organization does. On the other hand, the corporate vision sets the direction of growth and development, pertaining to a desired future condition of the business. This business analysis case of The Walt Disney Company involves a mission statement that focuses on industry leadership. Similarly, the entertainment and media company’s vision statement specifies leadership for the business. However, as in the case of many other companies, Disney can improve its corporate vision and mission statements to suit the needs of the business, and to address current trends affecting the industry. For example, adding more detail to the corporate mission statementand corporate vision statement can better guide strategic management for expanding Disneyland and other parks and resorts. Such improvements can open new opportunities for the corporation’s development in entertainment, media, and beyond.
With its corporate mission and vision statements, Disney pushes for high performance and leadership in its industries. In direct-to-consumer media streaming, for example, adopting the corporate vision and mission statements requires strategies that make business operations competitive against other streaming service companies. As The Walt Disney Company develops new products, its competitive landscape becomes increasingly complex and creates new challenges to fulfilling the corporate mission and vision statements. For instance, after establishing its streaming service, the company now directly competes with other firms that offer on-demand digital content streaming, such as Netflix, Amazon, HBO, and Apple, in addition to competitors like Sony and Universal Studios (Comcast). The strategic factors related to Disney’s business diversification necessitate that the existing corporate vision and mission statements align with challenges in diversification. These statements are evaluated herein in terms of conventions on writing ideal corporate mission statements and corporate vision statements, with consideration for Disney’s business complexity and expected future developments.
Disney’s Corporate Mission Statement
The Walt Disney Company’s corporate mission is “to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world’s premier entertainment company.” This mission statement describes the main aspects of Disney’s business, as follows:
- Entertainment, information, inspiration
- Global market reach
- Unparalleled and premier status
- Storytelling, branding, creativity, and innovative technologies
The first aspect of the corporate mission statement defines the kinds of activities in Disney’s business operations. The company provides entertainment (e.g., Disney amusement/theme parks and resorts, Pixar movies), information (e.g., National Geographic documentaries), and inspiration (e.g., inspiring individuals and events through ESPN and other programs). This aspect influences Disney’s marketing mix or 4Ps, particularly its product mix. The mission statement also specifies thatthe company targets the global market for entertainment and information products. In addition, the unparalleled and premier status stated in the corporate mission refers to world leadership, which affects the formulation of The Walt Disney Company’s generic competitive strategy and intensive growth strategies. On the other hand, the fourth aspect pertains to the processes used to create and deliver value to customers, such as storytelling to deliver a rewarding entertainment experience. This aspect of the corporate mission statement helps define Disney’s corporate organizational structure in terms of business functional grouping. These factors of the corporate mission statement are also reflected in the company’s vision statement’s specification on entertainment and information.
Disney’s Corporate Vision Statement
The Walt Disney Company’s corporate vision is “to be one of the world’s leading producers and providers of entertainment and information.” This vision statement shows industry leadership as a target for strategic management, and provides an overview of the nature of the business. Disney’s corporate vision statement has the following main factors:
- World market
- Leadership as a producer and provider
- Entertainment and information
This corporate vision statement’s first factor is a specification of the entertainment company’s global market scope. On the other hand, similar to the corporate mission statement, the second factor of the vision statement shows that The Walt Disney Company focuses on being a top player in the global market for amusement parks, entertainment, and mass media products. Attainment of this goal requires effective competitive advantages and management to address the level of competition determined in the Porter’s Five Forces analysis of Disney. The company needs to strategically develop competitive products that suit new trends in the media industry. In addition, the third factor of the corporate vision focuses on the types of business outputs, such as entertainment products like movies and TV series. Therefore, Disney’s corporate vision statement is a reflection of the corporate mission statement.
Summary & Recommendations – The Walt Disney Company’s Corporate Mission & Corporate Vision
Corporate Mission Statement. This company analysis case of Disney shows that the business is focused on achieving a leading position in its international industries. The corporate mission contains sufficient information to guide the media and entertainment company’s management and strategies in the aspects of product development, organizational structure, and marketing. The specificity of this corporate mission statement helps in boosting the business advantages and strengths shown in the SWOT analysis of The Walt Disney Company, to address competition against Sony, Universal Studios, and other firms. With its alignment with the corporate vision statement, the current corporate mission can be used as an effective tool to guide strategic decision-making processes among the managers of the media and entertainment business. Nonetheless, a relevant recommendation is to improve the mission statement by adding portions pertaining to such business aspects as Disney’s human resources and its connection to storytelling, branding, and innovative technologies.
Corporate Vision Statement. The Walt Disney Company’svision statement complements the mission statement. The corporate vision is future-oriented and clear in terms of the media company’s strategic aspirations. For example, Disney aims for leadership in the global market for entertainment products. These characteristics of the vision satisfy some of the conventions in writing corporate vision statements, and helps focus Disney’s managerial endeavors. However, this vision statement does not specify the kind of “information” that the company provides. Thus, to improve this corporate vision statement, it is recommended that The Walt Disney Company include a more specific description of the “information” that it aims to provide as one of the leading businesses in the global industry.
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The mission of The Walt Disney Company is to entertain, inform and inspire people around the globe through the power of unparalleled storytelling, reflecting the iconic brands, creative minds and innovative technologies that make ours the world's premier entertainment company.What was Walt Disney's original vision statement? ›
Through it all, Walt Disney World in general, and the Magic Kingdom in particular, has remained true to Walt Disney's original vision for Disneyland: That it would be a place where parents and children could have fun. Together.What are the 7 Disney values? ›
3. Disney Company Values. Like Nike, Disney's mission statement is closely linked to its specific industry and target audience. According to Disney Careers, their company values are “optimism”, “innovation”, “decency”, “quality”, “community”, and “storytelling.”What is the vision statement? ›
A vision statement is a business document that states the current and future objectives of an organization. A company's vision must align with its mission, strategic planning, culture, and core values.What is Walt Disney's famous quote? ›
1. "All our dreams can come true, if we have the courage to pursue them."What were Walt Disney's goals? ›
His goal was to give families a place where dreams could come true, where parents and children could learn a little about history, and people could take a trip to another world all together.What is Disney motto? ›
Disneyland's trademarked slogan is “The Happiest Place on Earth” while Walt Disney World's is “The Most Magical Place on Earth.” On top of that, the slogan for all of the Disney Parks is “Where Dreams Come True.” Consider yourself well-armed if you ever come across a round of Disney Parks trivia!What are the 4 keys Disney? ›
Every Disney Parks cast member is familiar with our longstanding tradition of The Four Keys – Safety, Courtesy, Show and Efficiency – which have guided our approach to guest service for more than 65 years.What is Disney's culture? ›
Disney creates a culture with a sense of belonging, devotion, and employees who want exceed customer expectations. This is achieved through the manner in which they are trained, rewarded, empowered and treated. How is that, you ask? They are treated upon selection as if they are guests.
Walt Disney exercised an autocratic style of leadership after he had moved into the new studio where he became more domineering and controlling. Disney began his mission treating his employees like family but after he moved to the new studio he became more rigid and if anyone crossed him if fireb them.What are the 5 Disney Keys? ›
The Five Keys—Safety, Courtesy, Show, Efficiency and Inclusion—serve as the basis on which all Cast Members make decisions to provide the greatest hospitality to Guests.Why should I work for Disney? ›
Apart from basic job benefits including medical insurance, ample vacation time, and retirement plans, the rewards (both mental and physical) go “to infinity and beyond.” Every Walt Disney world employee receives free admission to the parks for anytime they want.
Disney is an American entertainment company known for its iconic film and television holdings, as well as its international theme parks, toys, and characters. In 2018, Disney fully embraced the shift in consumer behavior toward personalized, on-demand entertainment.What are the 5 main characteristics of a vision? ›
What are the main characteristics of a vision? Research on visionary leader- ship suggests that visions have five characteristics: a picture, a change, values, a map, and a challenge (Nanus, 1992; Zaccaro & Banks, 2001).What comes first vision or mission? ›
The first is a statement of vision. It provides a destination for the organization. Next is a statement of mission. This is a guiding light of how to get to the destination.Why is mission and vision important? ›
Mission and vision statements play three critical roles: (1) communicate the purpose of the organization to stakeholders, (2) inform strategy development, and (3) develop the measurable goals and objectives by which to gauge the success of the organization's strategy.What is the most popular Disney quote? ›
- “No matter how your heart is grieving, if you keep on believing, the dream that you wish will come true.” - ...
- “Love is putting someone else's needs before yours.” -Frozen. ...
- “The flower that blooms in adversity is the most rare and beautiful of them all.” -Mulan.
The small-town life of Marceline had a huge impact on Walt. It was here that he began to draw animals and indulge his imagination. Walt's exposure to rural life influenced him throughout his career. After four years, the farm was not profitable, and Walt's father became ill.What is Disney's long term goal? ›
The long-term environmental goals outlined in the report are: Zero waste. Zero net direct greenhouse gas emissions from fuels. Reduce indirect greenhouse gas emissions from electricity consumption.
Disney utilizes a decentralized cooperative multidivisional (M-form) organizational structure. This focuses on different business types and is common in diversified companies that have a wide breadth of operations, especially where these operations are carried out globally.What are the 3 key things a mission statement should have? ›
Typically, a mission statement includes a basic description of the company, its purpose, and its goals.What are the 3 parts of a mission statement? ›
The three components of a mission statement include the purpose, values, and goals of the company.What is mission statement example? ›
Best Mission Statement Examples. Life is Good: To spread the power of optimism. Sweetgreen: To inspire healthier communities by connecting people to real food. Patagonia: We're in business to save our home planet.What is Disney World's nickname? ›
Disney World is called the "Most Magical Place on Earth." That magic carries into other titles, like Disney World's 50th anniversary festivities, which have been dubbed the "World's Most Magical Celebration."
The Magic Key program provides reservation-based admission to one or both Disneyland Resort theme parks where you'll make memories visit after visit. Magic Key passes feature a variety of reservation-based admission opportunities, pricing options, experiences, and savings on food, beverages and merchandise.When did Disney change its slogan? ›
(June 7, 2006) – Disney Parks announced today a global initiative, “Where Dreams Come True,” which will unify its global efforts like never before and go to the very heart of what makes Disney Parks unique.What is a code V at Disney? ›
For example, a “Code P” means someone accidentally urinated in the park and a “Code V” stands for vomit. We even heard about silly codes such as “405 in Line 2” which means there's someone attractive standing in line. Of course, codes of this nature are not Disney-approved in any park.How should I dress for a Disney interview? ›
Smart but not formal, it's important to look presentable but they are not going to provide a contract based on your appearance. Dress smart and professional, but not boring. Wear a smile, be chatty and excited.What is Disney's mantra? ›
To facilitate this supervision, Disney adopted an internal brand mantra of "fun familyentertainment" to serve as a screen for proposed ventures. Opportunities that were presented that were not consistent with the brand mantra - no matter how appealing - were rejected.
The employees, or “cast members” as Disney calls them, who make up the 50-year club say the theme park resort has allowed them to grow their careers and try on new hats.What is Disney brand promise? ›
Disney! Since Walt Disney first drew the world's most famous mouse, Disney's core promise remains the same: to create happiness through magical experiences. Disney has consistently built its brand on a foundation much larger than its logo.Who is Disney's biggest competitor? ›
Disney and Universal are major rivals overall. Both are major conglomerates with a global presence. But they also compete against one another in several business segments, including film and television production and theme parks and entertainment.What is Disney's creative strategy? ›
Disney's Creative Strategy is a simple, brainstorming process to generate new products or solutions to problems. Each of the three phases (The Dreamer, The Realist, and The Critic) is conducted separately with no overlap.What are Disney's qualities? ›
From his pallet of skills and qualities, he exemplifies numerous characteristics of leaderships such as: vision, communication skills, people skills, boldness, and a humble heart. He was often referred to as a “perfectionist,” “inspirational,” and “fearless” by his friends and colleagues.What makes Disney unique? ›
“We've all known the power of attracting emotions through strong storytelling, and that's what makes Disney so unique. At Disney, it's about the power of narrative and being able to create a world with a theme and characters, to draw emotions that are common to all people around the world.”What is the new Disney look? ›
Disney released an update to the “Disney Look,” the standards which guide all Disney Cast Members in the area of dress and grooming. The latest changes allow Cast Members more freedom of hairstyles, jewelry, nail polish and costume choices.What is a no strings at Disney? ›
No Strings was a deleted song from the 1940 Disney animated film, Pinocchio. It was originally going to be sung during the part where Stromboli's puppets are introduced at where they sing to the audience to introduce the unusual puppet Pinocchio but for the final version, it was replaced by "I've Got No Strings".Why do people love Disney World? ›
It's a WHOLE experience, not just rides.
Speaking of the details, Disney World is unlike a lot of other theme parks in that it's a whole experience that isn't just limited to a few very cool rides. The parks are clean, people are nice, and you can really let out your inner child.
You answer this question by highlighting your knowledge of Disney, your personal history with Disney, and your ability to perform the job role. This will be one of the most important questions you are asked during your interview because people working at Disney need to be completely committed to the Disney brand.
Only 1 onsite interview required. A fun place to work. Lots of growth potential. Lots of locations to move to and from.Do Disney employees get family in for free? ›
The biggest benefit they receive is free entry to all of the Disney World parks. In addition to this, employees also get up to three guest passes. Guest passes let employees bring their friends or family members to the parks for free.Is Disney the biggest company in the world? ›
The Walt Disney Company (NYSE:DIS) has one of the most incredibly rich history, which led up to its position as the world's largest media and entertainment company.What type of company is Disney? ›
The Walt Disney Company, together with its subsidiaries and affiliates, is a leading diversified international family entertainment and media enterprise with five business segments: media networks, parks and resorts, studio entertainment, consumer products and interactive media.Is Disney a powerful company? ›
Key Takeaways. Walt Disney – the man and the company – is one of the most successful and powerful entertainment companies in the world, with a market cap of $238.9 billion.What is Disney motto? ›
Disneyland's trademarked slogan is “The Happiest Place on Earth” while Walt Disney World's is “The Most Magical Place on Earth.” On top of that, the slogan for all of the Disney Parks is “Where Dreams Come True.” Consider yourself well-armed if you ever come across a round of Disney Parks trivia!What were Walt Disney's goals? ›
His goal was to give families a place where dreams could come true, where parents and children could learn a little about history, and people could take a trip to another world all together.What is Apple's vision statement? ›
Apple's vision statement is: “To make the best products on earth and to leave the world better than we found it. “What is Netflix vision statement? ›
Netflix Inc.'s corporate vision is “To continue being one of the leading firms of the internet entertainment era.” Aligned with the corporate mission statement, this vision statement highlights the company's strategic objective of being at the top of the competition, considering large players like Amazon and Walmart.What are Disney's 5 keys? ›
The Five Keys—Safety, Courtesy, Show, Efficiency and Inclusion—serve as the basis on which all Cast Members make decisions to provide the greatest hospitality to Guests.
Every Disney Parks cast member is familiar with our longstanding tradition of The Four Keys – Safety, Courtesy, Show and Efficiency – which have guided our approach to guest service for more than 65 years.What is Disney's culture? ›
Disney creates a culture with a sense of belonging, devotion, and employees who want exceed customer expectations. This is achieved through the manner in which they are trained, rewarded, empowered and treated. How is that, you ask? They are treated upon selection as if they are guests.What is Disneys strategy? ›
Disney uses the market-oriented pricing strategy for products like movies, which are priced based on popular industry standards. Meanwhile, the value-based pricing strategy is applied for different products, such as memorabilia at the company's parks and resorts.What is Disney's long term goal? ›
The long-term environmental goals outlined in the report are: Zero waste. Zero net direct greenhouse gas emissions from fuels. Reduce indirect greenhouse gas emissions from electricity consumption.What did Walt Disney contribute to society? ›
Few individuals have had a greater impact on both the entertainment industry and the popular culture of the 20th century than Walter Elias Disney. His many innovations include the first cartoons with synchronized sound, the first full-length animated feature film and, of course, the theme park.What is Amazon's vision statement? ›
"Our vision is to be Earth's most customer-centric company, where customers can find and discover anything they might want to buy online, and endeavours to offer its customers the lowest possible prices."What is the vision of Google company? ›
Google's vision statement is “to provide access to the world's information in one click.” The company's nature of business is a direct manifestation of this vision statement.What is Samsung vision? ›
Samsung's vision statement is “to inspire the world with our innovative technologies, products, and design that enrich people's lives and contribute to social prosperity by creating a new future.” The statement calls attention to its leadership position and how it directs the market and upgrades life itself with its ...What is Microsoft vision statement? ›
Microsoft's vision statement is “to help people and businesses throughout the world realize their full potential.” The concept presented in this vision statement is on how the company goes all out to ignite positive changes in its customers.What is Starbucks mission statement? ›
In everything we do, we are always dedicated to Our Mission: to inspire and nurture the human spirit – one person, one cup, and one neighborhood at a time.
Our mission is to unlock the potential of human creativity—by giving a million creative artists the opportunity to live off their art and billions of fans the opportunity to enjoy and be inspired by it.