Strategic Plan Part 1
Conceptualizing new service division
March 12, 2015
Strategic Plan Part 1: Conceptualizing new service division
The Disney brand is a global powerhouse, renown for entertaining hundreds of millions of people over the past 75 years. Founder Walt Disney (d. 1966) took a simple vision of an animated mouse and turned it into a fantastical empire full of breathtaking imaginations come to life. The Disney Company is an organization which embraces constant innovations, one which the corporate world admires. It is because of this restless and intrepid spirit that Disney consistently lands on Forbes ...view middle of the document...
Innovation is described as ‘initial commercialization of invention by producing and selling a new product, service, or process’ (Pearce, p. 400, 2014). In other words, innovation is taking what already exists and improving it. Disney has a rich history of introducing new techniques and breathing fresh ideas into already existing mediums. It is continual innovation that keeps Disney at the forefront of total family entertainment – from animation, to feature films; from theme parks, to digital and video content. Disney did not invent animation or feature films, but definitely improved on both. And in keeping with this core mission that Disney will open the Science & Technology Division (Sci-Tech) to extend our innovation further. The company owes it to our consumers and shareholder’s to continue staying at the forefront of technological advancements. This new Division will be solely dedicated to research and development and deployment of brand new technology, expanding what we can currently do with entertainment and media.
A mission statement is a company’s core value – what is stands for and what it is in business to do. As the leader of entertainment, Disney stands for being at the forefront of entertainment using creativity and innovation. It was Walt Disney himself who introduced sound animatronics (moving robotic characters) as early as 1963, a technology now used throughout the world. Technology was and still is important to the Disney brand, as the Company was the first to create a full-feature animation made completely from computer graphics (Pixar’s ‘Toy Story’). Innovation is at the crux of Disney’s mission statement. The current mission statement, taken directly from the company website is, “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.” (Disney, n.d.).
The new Disney ‘Sci-Tech Division’ mission statement is: “Exploring and developing cutting-edge technology to provide our audience and customers with world-class entertainment, separating us from every other entertainment market in the world.” Our technological advancements will be introduced throughout our theme parks and media outlets, and will progress into our other entertainment outlets.
Providing high quality entertainment to our customers is the very apex of Disney values. The Company throughout the years has made strides and advancements to further these core values and it is reflected through our award-winning reputation and continuing growth. The Sci-Tech Division is a natural extension of what the Company stands for. As mentioned earlier, the new Division is dedicated to pushing Disney media to yet unseen heights, currently not available in the marketplace. Disney has always adhered to strict ethical codes, placing a high value...