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WALT DISNEY COMPANY’S VISION STATEMENT
When it comes to marketing their product the Walt Disney Company has done that and more for over eighty years. They started out with one vision in mind and today they are a Fortune 500 company. Their vision statement is clear, “All our dreams can come true, if we have the courage to pursue them.” Walt Disney’s vision was to make sure there would be a place for children of all ages and along with their parents to have fun together. Walt Disney uses the statement, “Make people happy,” a priority. (Jordan, 2007) The Walt Disney Company, together with other affiliates, is a leading diversified international family entertainment and media enterprise with four business segments: media networks, parks and resorts, studio entertainment and consumer products. When it comes to advertising and marketing, the Disney Company provides special care towards children twelve and under, their parents and caregivers. Programming target this age group by maintaining clear guidelines for all their media outlets that requires advertisers, internal and external, focusing on the positive attributes of their products and services in a respectful a
2 appropriate manner. These guidelines include the highest standards that require advertising to children that will not be deceptive, inappropriate, unfair or exploitative in any way. Running header: DISNEY
Disney enforced this in their employees, which they proudly call “Cast members.” Their reason they call them Cast members is because they have to be reminded that they are always on stage entertaining their customers. Disney also uses the word “Guest” for their customers. This reminds the employees that where they work, their home and the customers are always visiting guest. Everyone who works at Disney has a role to make the customer happy, even the person that keeps the grounds looking nice and touched up. Disney also...
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