2. Company Vision Statement
Disney doesn't have a Vision Statement.
Company Mission Statement
The mission statement can also be defined as a company’s “statement of purpose.”
statement for the Walt Disney Company is:
To be 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.
Objectives and strategies
The Walt Disney Company does not publish its corporate objectives or strategies.
Internal Audit
Strengths:
1- A Vast and Diverse Portfolio
The Disney brothers began drawing cartoons long before moving to Hollywood. The Missouri natives spent
the majority of their lives imagining characters to which to introduce to the world. Along with the Disney’s
impressive collection of new adaptations of old classics such as Robin Hood, Sleeping Beauty, Peter Pan,
and Alice In Wonderland; the Company has created countless characters to star in their feature films.
2- Diversification
Disney has moved well beyond its cartoon-oriented roots. Though the company is still involved the
production of original feature films and other related media (and though the media network division of the
Company is still the organization’s leading generator of revenue) the company has long since stopped
being your typical “animation studio” or “film production company.”
3- Incredible Customer Service
4- Acquisition of Pixar Animation Studios
Weaknesses
1- The Constant Need of Successful Creative Material
Any analyst should be quick in stating that Disney is wonderful at generating “successful creative
material”–which they are. The weakness associated with this factor, however, is of great importance. The
key words in this factor are “constant need.” Though The Walt Disney Company is possibly the world’s
greatest generator of successful creative material
2- High (and Increasing) Cost of Operation
3- Lack of Developmental Property
The Walt Disney Company Parks and Resorts Division has expanded drastically over the last three
decades. With the first international park being established in Tokyo in 1983, the Paris, Hong Kong, and
Shanghai parks began to fall in place shortly after.
3. 4- Lagging Consumer Products Revenue
The consumer products division of The Walt Disney Company is handedly the smallest division within the
organization. While revenues continue to trend upward for the division, they do so at a slower rate to the
other Disney divisions, proportionally
External Audit
Opportunities
1- Increasing Impact in the Music Industry
Disney’s original shows that air on The Disney Channels are crammed full of child stars–children
and young adults from ages 10-18. These child stars, however, are not handpicked just for their
acting ability. The Walt Disney Company has, for some time, selected actors with the dual talents,
namely singing and dancing.
2- Expansion into Untapped Geographical Areas
One of the weaknesses of The Walt Disney Company is the lack of developmental property, which is
discussed in detail above. The idea of expanding into untapped geographical areas is a perfect cure for
such weaknesses. Expanding into new and exciting areas of the world is a wonderful opportunity.
3- Expand Radio Operations
4- Reuse of Past Portfolio
Threats
1- Struggling Global Economy
It seems almost unnecessary to list the struggling economy as a major threat to any worldwide
organization.
4. 2- Rapid Pace of Changing Media and Technology
3- Competition with Universal Orlando
4- Unionized Work Force
Competitive Profile Matrix
