Read this Case Study and evaluate Disney\'s vision and mission statements. In wh
ID: 464190 • Letter: R
Question
Read this Case Study and evaluate Disney's vision and mission statements. In what way is the proposed vision statement better than Disney's actual vision statement? In what way is the proposed mission statement better than Disney's actual mission statement?How would you further improve the new proposed Disney vision and mission statements? Explain.
WHat iS DiSney’S ViSion For tHe Future anD miSSion For tHe PreSent?
Everyone loves mickey mouse and Donald Duck. Walt Disney’s two largest segments are media networks and Parks and recreation. media networks consists of ABC, eSPn, Disney films, newly acquired lucasfilm, and 35 radio stations, among others. Parks and recreation includes the Walt Disney theme parks in the united States, France, China, and Hong Kong, and the more recent Disney cruise line. Disney operates three other divisions: Studio entertainment, Consumer Products, and interactive media. Walt Disney’s actual vision statement is “to make people happy.” However, an improved, author proposed vision statement for Disney is “to offer the best family entertainment in the world through theme parks, cruises, movies, and radio and television coverage of news and sporting events globally.” Walt Disney’s actual mission statement 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.” However, an improved, author-proposed Disney mission statement is as follows:
We are on a mission every day to serve customers young and old with outstanding family entertainment. By offering popular theme parks and Disney tV programming to our newly acquired aBC, eSPn, and cruise lines, we provide well-diversified family entertainment worldwide. We use many Disney characters such as mickey mouse and Donald Duck to excite customers globally. We produce apps for smartphones in the interactive media division. We give back generously to our communities and offer many internships for deserving college students. everything we do at Disney is possible because of our great employees and fans worldwide.
Explanation / Answer
1. A vision statement is meant to describe the purpose of an organization and where it wants to be in future. The new vision statement of Disney focuses on the purpose of providing best family entertainment. The earlier purpose of making people happy could have been considered as vague as it did not outline how it will make people happy. The current vision clearly outlines how it intends to provide best family entertainment - through its parks and through its networks. Thus the new vision statement is more properly defined, and gives a better sense of direction to all stakeholders.
2. A mission statement is meant to define the measurable objectives of an organization. The new mission statement is more broadly defined and more broadly focused. The old mission statement defined measurable objectives only in terms of its customers. However, the new mission statement is broader in the sense that it also includes its responsibility towards society and community, and its employees. Thus the old mission defined how customers will be served, while the new mission statement states how all key stakeholders will be served.
3. The vision statement is very good but can be improved in a way that it further stretches the imagination. The new vision statement clearly states the goals of Disney. The statement can be improved by infusing it with a bit more passion and emotion.
The new mission statement is also very good and can be improved further by including the interests of stockholders of Disney. A line like 'developing sustainable business operations that will produce regular profits in the long run' can be added.
4. Disney's vision for the future is to be the best in the family entertainment space on the back of its parks and recreation division and its networks division. Disney's mission for the present is to entertain people of all ages, on a daily (regular) basis.
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