5. Core Mission
What is it?
The basic philosophy of what the organization is all
about; its raison d’être
Purpose of the Core Mission:
Acts as a guiding star
Resource utilization
Company climate & philosophy
Attraction and motivation of staff
6. Mission Statement
A Mission Statement describes the Organization’s:
Basic product or service
Customers and markets
How you will serve them (quality, cost, etc.)
Philosophy and uniqueness
Role in society
Duration:
Long term unless there is a radical upheaval
7. Ben and Jerry’s Ice Cream
Mission Statement
To make, distribute & sell the
finest quality all natural ice
cream and euphoric concoctions
with a continued commitment to
incorporating wholesome,
natural ingredients and
promoting business practices
that respect the Earth and the
Environment.
8. What is a Vision?
A clear and compelling picture of
the ideal future, with a
commentary on why it is
desirable. Helps to fulfil the
mission
Timeline:
Changes with external conditions
or over time, whereas the core
purpose and values are more
stable
10. Mission Slogan:
To Make People Happy
Longer Mission Statement:
The mission of The Walt Disney Company is to be one of the
world's leading producers and providers of entertainment
and information. Using our portfolio of brands to
differentiate our content, services and consumer products,
we seek to develop the most creative, innovative and
profitable entertainment experiences and related products
in the world
11. Making People Happy 1920s
Mickey Mouse is born
First Mickey Mouse
cartoon “Steamboat
Willie” released
12. Making People Happy 1930s
Snow White and the
Seven Dwarfs,
Disney's first feature-length
animated film,
premieres in 1937 in
colour
13. Making People Happy 1940s
Disney releases one
of its highly regarded
classics, Fantasia
Walt Disney Music
Company is formed
14. Making People Happy 1950s
Treasure Island, Disney's first
completely live-action feature, is
released
Debut of Emmy Award-winning
television show, starring Walt
Disney. Debut of Mickey Mouse
Club on television
Disneyland, the first Disney park,
opened in Anaheim, California
15. Making People Happy 1960-70s
Mary Poppins, about a magical
English nanny, is released
Walt Disney World Resort opens
with the Magic Kingdom and two
hotels near Orlando, Florida
Walt Disney World Village, a large
outdoor mall with specialty shops
all built by Disney designers, opens
16. Making People Happy 1980-90s
Tokyo Disneyland, the first
international Disney theme park,
opens in Japan.
The Disney Channel begins
broadcasting. Later the Disney
Channel expands to the UK
Beauty and the Beast, the first
Disney Broadway show, opens in
New York.
17. Making People Happy 2000 to Now
High School Musical becomes the first
full-length movie to be sold via digital
download
The Disney Dream makes its maiden
voyage
The Walt Disney Company completes
its acquisition of Lucasfilm– the
entertainment company founded by
George Lucas and the home of the
legendary Star Wars franchise
18. Creating a Vision
A Few Key Points
• The Vision allows the Organization to adapt to
changes in the environment, economic, political,
technological, social, demographic, culture, etc.
• The Vision should be compatible with the Mission and
should advance it
• A good vision is simple, but the process to get to it is
not
• Taking the time to create a good vision is an
investment in the future
20. Need to know more?
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information about our online
or face-to-face seminars and
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related to change!
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Editor's Notes
This framework is from Collins and Porras’ great book, Built to Last. Their research determined that long-lasting organizations pay attention to their core ideology, in other words their core mission and values. But they also pay attention to their vision, which they called the envisioned future.
Let’s take a closer look at the core mission.
The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertainment and information. Using our portfolio of brands to differentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world. But this mission statement is long, so the company summed it up for clients, employees and the world at large in a short mission slogan: To make people happy. Let’s see how the company adapted to the times by generating new ways to make people happy – ones that suited the tastes of the times and that incorporated new technologies.
The mission was not fully developed but the Walt Disney Company showed it was able to develop creative and innovative entertainment experiences with the birth of Mickey Mouse and his first cartoon
In the 1930s The Walt Disney Company became one of the world's leading producers and providers of entertainment and continued its mission to develop the most creative, innovative and profitable entertainment experiences. The vision had changed to adapt to current technologies and tastes when it introduced feature-length animated films in colour.
The Walt Disney Company continued to be a leading producer of entertainment and the introduction of musical animations showed it continued to be creative and innovative.
The new vision incorporated live-action films, a television show and the Disneyland park – all creative, innovative and profitable
The vision didn’t change that much in the 60s and 70s, but the company ventured into retailing in the 70s
The vision in the 80s and 90s was to expand internationally and to start creating a portfolio of brands with its Disney channel and a Broadway show.
Adapting to the internet age, Disney continued to innovate with High School Musical, delivered by digital download. It expanded its portfolio of brands beyond theme parks and resorts by venturing into cruise ships for families.