The Walt Disney Company Mission Assignment 2022

Done By
MWAMULOWE WEZI KESINA
INTRODUCTION TO THE DISNEY WALT COMPANY
HISTORY OF DISNEY
From humble beginnings as a cartoon studio in the 1920s to its preeminent name in
the recreation enterprise today, Disney proudly continues its legacy of creating world-
class stories and experiences for every member of the household.
Every brand or organization has a driving force, something marked in everyone’s
hearts that work within its domain, inner energy, a reason for going on. This inner
force or imprinted consciousness is known as the company’s mission. Again, every
organization has a goal, a dream; a height it strives to achieve in a much distant
future; this is referred to as its vision. Therefore this duo is very much illustrated in
the Disney mission and vision statements.
THE WALT DISNEY COMPANY MISSION
Walt Disney’s Mission and Vision statements profoundly highlight the purpose,
services, audience, goals, and company’s drive.
The mission of The Walt Disney Company’s mission statement 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”
Disney Vision Statement is “to be one of the world’s leading producers and
providers of entertainment and information.”
Disney’s Early Days: From the very beginning, it was clear what the “Disney
Brothers” wanted was to provide quality and distinct entertainment to the public.
They had a burning desire to entertain and began adopting animations (which was a

not-so-popular medium) for entertainment. Of course, this soon became a craze all
through America, and soon everyone was buying tickets to see the Mickey Mouse
animation series at the Colony Theater in New York. But like every other successful
brand today, the Walt Disney Company has not always had it all rosy. It has had its
fair share of hurdles. In 1941, for example, the company suffered a major setback that
led to a handful of employees resigning. Before that time in 1923, Walt Disney had
declared bankruptcy on the then “Laugh-O-Gram studio.” But why is it then that the
Disney Company is still striving despite all of the steep times? The answer is not far-
fetched.
The Vision Of The Walt Disney Company: noted earlier, Walt Disney’s vision is to be
one of the world’s leading producers of entertainment and information. Emphasis on
the ‘world’s leading.’ The vision of an organization steers it through turbulent times. It
helps one keep focus in the face of all of the financial or industrial distractions that
comes along the way. It is easy for one to conclude that the Disney company kept
pushing despite all of the ups and downs and is continually pushing because it has the
vision to be one of the world’s leading
THE WALT DISNEY COMPANY BUSINESSES
The Walt Disney Company, together with its subsidiaries and affiliates, is a leading
diversified international family entertainment and media enterprise that includes
Disney Parks, Experiences and Products; Disney Media & Entertainment Distribution;
and three content groups—Studios, General Entertainment and Sports—focused on
developing and producing content for DTC, theatrical and linear platforms.
Disney Parks, Experiences, and Products is the global hub that brings Disney’s
stories, characters, and franchises to life through theme parks and resorts, cruise and
vacation experiences, and consumer products—everything from toys to apparel, and
books to video games.

DISNEY MEDIA & ENTERTAINMENT DISTRIBUTION
Comprised of the Company’s international business units and various direct-to-
consumer streaming services, Disney Media & Entertainment Distribution (DMED)
aligns technology, media distribution, and advertising sales into a single business
segment to create and deliver personalized entertainment experiences to consumers
around the world.
CONTENT GROUPS
Studios Content: Studios Content group encompasses a collection of world-class
entertainment studios that produce high-quality cinematic storytelling for both
theatrical and streaming releases. It is also home to Disney Theatrical Productions,
producer of popular stage shows on Broadway and around the world.
General Entertainment Content: General Entertainment Content group creates
original entertainment and news content for the Company’s streaming platforms and
its cable and broadcast networks.
ESPN and Sports Content: ESPN and Sports Content group acquires and produces
ESPN’s live sports programming, as well as sports news and original and non-scripted
sports-related content, for The Walt Disney Company’s cable channels, ESPN+, and
ABC.
MOTIVES/ STRATEGIES FOR REACHING GLOBAL MARKETS
Walt Disney is known around the world. To compete with its competitors, Disney
must have a strategic plan to be successful. One of the strategies that Walt Disney
utilizes is Foreign Outsourcing. Walt Disney has contracts with many factories in
China to produce their products because China produces the products at a fraction of
the cost. By having products made for less money, Disney sees a bigger cash return on
each item it sells. Another strategy Disney utilizes is selling its products in foreign
markets. Disney not only sells to the consumers in the U.S but also has stores in

places like the United Kingdom, Italy, and Spain. Disney also uses foreign licensing
to sell its products. Disney allows foreign firms around the world the right to produce
and market its product. This helps Disney products appeal more to the citizens of
other countries because the licensee is more familiar with the culture of their
geographical area. Disney also has an advantage in marketing its products. Disney is
involved in media networks, parks, and travel. So when someone visits one of their
theme parks, then everything else like DVDs and video games are being promoted.
Walt Disney has parks and stores in North America, Latin America, Japan, Europe,
Asia, and the Middle East. These locations are selected because of economic growth
and population size. Walt Disney’s most recent global outreach was to Shanghai.
China has a population of over 1.3 Billion people and the Disney Resort already in
Hong Kong is too small to meet the needs of the steadily growing population. Along
with the 1.3 Billion people, the GDP Growth Rate in China was +10.3% in 2010. This
will allow the consumers to spend more money.
A lot of Disney’s competitors are also international. Though they provide many of the
same styled theme parks, Disney has very specific trademarks and patents that allow it
to remain one of a kind. With all its other products and entertainment it offers Disney
doesn’t have to worry about being outdone by its competitors. Disney is so popular
that as long as it keeps producing goods people will buy them.
Disney faces many challenges dealing with Barriers to International Trade like
sociocultural differences, economic differences, political, and legal differences. Since
Disney is an American-based company, it must be sensitive to other countries’ values
and languages. To face this challenge Disney offers their products in multiple
languages and also offers specific attractions to certain countries. Disney also has to
deal with economic differences. Disney products are usually expensive and they
realized that every country can’t afford to pay the same prices. So Disney sets its