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Mission statement of Walt Disney

By Ovidijus Jurevicius | 03.09.2013

This is The Walt Disney Company mission statement overview for 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

Name The Walt Disney Company
Logo Walt Disney logo
Industries served Mass media
Geographic areas served Worldwide
Headquarters U.S.
Current CEO Bob Iger
Revenue $ 42.278 billion (2012)
Profit $ 5.682 billion (2012)
Employees 166,000 (2012)
Main Competitors NBC Universal Media, News Corp., Time Warner Inc., Viacom Inc. and many other companies.

The Walt Disney Company is a leading international entertainment and media enterprise founded in U.S. It operates five separate Disney segments: Media Networks, Parks and Resorts, The Walt Disney Studios, Disney Consumer Products and Disney Interactive. Disney Media Networks is the most significant Walt Disney business segment. Disney products include television programs, books, magazines, musical recordings and movies.

Mission

Walt Disney mission statement 2013

“The Walt Disney Company's objective is to be one of the world's leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company's primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.”
Evaluation
Does it include...?
Customers Products/Services Markets
No Yes Yes
Technology Concern for survival Philosophy
No Yes No
Self-concept Concern for public image Employees
Yes No No
Does it mention values like...? Customer or product-oriented?
Citizenship Teamwork Product-oriented
No No Score
Excellence Integrity
No No 1.2/4.5

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)

Overview

Walt Disney’s mission is evaluated 1.2 points out of 4.5. The mission is product-oriented, which means that company focuses on what products to sell and services to offer rather than on how to satisfy customer needs. It has short life cycle because it’s linked to the products and offers less flexibility to venture into new product markets. The statement lacks 5 components: customers, technology, philosophy, concern for public image and employees, which should have been included. It also doesn’t mention any of the 4 values used in our evaluation, so it is unclear as to what guides Walt Disney’s actions. Disney’s mission is focused on addressing its shareholders only, while it should address its customers, employees, suppliers, distributors and communities as well. Therefore, if Disney wants to properly communicate its core purpose to company’s stakeholders, it should include other 5 components in it and address more stakeholders.