Walt Disney Mission Statement

This is The Walt Disney Company mission statement overview in 2013. For more information on how to write a mission statement, please refer to our article.

Company Background

NameThe Walt Disney Company
LogoWalt Disney logo
Industries servedMass media
Geographic areas servedWorldwide
Current CEOBob Iger
Revenue$ 42.278 billion (2012)
Profit$ 5.682 billion (2012)
Employees166,000 (2012)
Main CompetitorsNBC Universal Media, News Corp., Time Warner Inc., Viacom Inc. and many other companies.

The Walt Disney Company is a leading international entertainment and media enterprise founded in U.S. It operates five separate Disney segments: Media Networks, Parks and Resorts, The Walt Disney Studios, Disney Consumer Products and Disney Interactive. Disney Media Networks is the most significant Walt Disney business segment. Disney products include television programs, books, magazines, musical recordings and movies.


Walt Disney mission statement 2013

“The Walt Disney Company’s objective is to be one of the world’s leading producers and providers of entertainment and information, using its portfolio of brands to differentiate its content, services and consumer products. The company’s primary financial goals are to maximize earnings and cash flow, and to allocate capital toward growth initiatives that will drive long-term shareholder value.”
Does it include…?
CustomersProducts/ ServicesMarkets
TechnologyConcern for survivalPhilosophy
Self-conceptConcern for public imageEmployees
Does it mention values like…?Customer or product-oriented?

(This evaluation framework is composed of the guidelines listed in our article: Mission Statement for Success)


Walt Disney’s mission is evaluated 1.2 points out of 4.5. The mission is product-oriented, which means that company focuses on what products to sell and services to offer rather than on how to satisfy customer needs. It has short life cycle because it’s linked to the products and offers less flexibility to venture into new product markets. The statement lacks 5 components: customers, technology, philosophy, concern for public image and employees, which should have been included. It also doesn’t mention any of the 4 values used in our evaluation, so it is unclear as to what guides Walt Disney’s actions. Disney’s mission is focused on addressing its shareholders only, while it should address its customers, employees, suppliers, distributors and communities as well. Therefore, if Disney wants to properly communicate its core purpose to company’s stakeholders, it should include other 5 components in it and address more stakeholders.


  1. The Walt Disney Company (2013). Investor Relations. Available at: http://thewaltdisneycompany.com/investors

Leave a Comment