Disney Case Study

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Introduction The Disney Company is composed of five different business segments including Media Networks, Parks and Resorts, The Walt Disney Studios, Disney Consumer Products, and Disney Interactive. These can be further divided and include many familiar names such as ESPN, ABC, Pixar, Touchstone, and Walt Disney World. The Disney Company provides consumers with information and entertainment (The Walt Disney, 2013). Even though Disney’s two main focuses are entertainment and information, their products still have enough variety to target all different types of consumers. They have expanded its markets to include more “adult” segments (ABC, ESPN, Hulu, Miramax Film) in addition to their “children’s” brands (Disneyland, Disney Store). Mission Statement Disney’s mission statement is as follows: “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." Since Disney already is one of the world’s leading producers and providers of entertainment and information with revenues in 2012 of $42.3 billion, they could update their mission statement to say that they strive to be the leader of entertainment and information. They also seem to discuss more about the entertainment side of the business so the information side should be discussed in the statement more as well. SWOT Analysis Some strengths of Disney Company include their diversification, reputation, product localization, and their strong product portfolio. As discussed earlier, Disney has the five different segments that they operate in. They also operate in many different economies, which makes them less affected

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