Read the Walt Disney Company-2009 case and analyze the case. Your analysis and report must include a proposed vision, a proposed mission statement, an external audit, a competitive profile matrix and an internal audit.

Mernoush Banton Adjunct Faculty/Consultant DIS www.disney.com High unemployment, lingering recession, slow economic growth, and reduced consumer spending all contributed to a 7 percent drop in revenue and a 46 percent drop in Walt Disney's profitability for the first quarter of 2009. For eight decades, the Walt Disney Company has captured the attention of millions of people, offering family entertainment products and services such as theme parks, resorts, recreations, movies, TV shows, radio programming, and memorabilia. Walt Disney brought Mickey Mouse and Donald Duck to the world. Walt Disney offers a variety of family entertainment all around the world. History Mr. Walt Disney and his brother Roy arrived in California in the summer of 1923 to sell his cartoon called Alice's Wonderland. A distributor named M. J. Winkler contracted to distrib- ute the Alice Comedies on October 16, 1923, and the Disney Brothers Cartoon Studio was founded. Over the years, the company produced many cartoons, from Oswald the Lucky Rabbit (1927) to Silly Symphonies (1932), Snow White and the Seven Dwarfs (1937), and Pinocchio and Fantasia (1940). The name of the company was changed to Walt Disney Studio in 1925. Mickey Mouse emerged in 1928 with the first cartoon in sound. In 1950, Disney completed its first live action film, Treasure Island, and in 1954, the company began television with Disneyland anthology series. In 1955, Disney's most suc cessful series, The Mickey Mouse Clab, began. Also in 1955, the new Disneyland Park in California was opened. Disney created a series of releases from 1950s through 1970s, including The Shaggy Dog, Zorro, Mary Poppins, and The Love Bug. Mr. Walt Disney died in 1966. In 1969, the Disney started its educational films and materials. Another important time of Disney's history was opening the Walt Disney World project in Orlando, Florida, on October1, 1971. In 1982, the Epcot Center was opened as part of Walt Disney World And, on April 15, 1983, Tokyo Disneyland opened. cable network, The Disney Channel. In 1985, Disney's Touchstone division began the suc cessful Golden Girls and Disney Sunday Movie. In 1988, Disney opened Grand Floridian Beach and Caribbean Beach Resorts at Walt Disney World along with three new gated attractions: the Disney/MGM Studios Theme Park, Pleasure Island, and Typhoon Lagoon. At the same time, filmmaking hit new heights as Disney for the first time led Hollywood studios in box-office gross. Some of the successful films were: Who Framed Roger Rabbit, Good Morning ietnam, Three Men and a Baty, and later, Honey I Shrunk the Kids, Dick Tracy, Prety Woman, and Sister Act. Disney moved into new areas by starting Hollywood Pictures and acquiring the Wrather Corp. (owner of the Disneyland Hotel) and television station KHJ (Los Angeles), which was renamed KCAL. In merchandising, Disney pur chased Childcraft and opened numerous highly successful and profitable Disney Stores By 1992, Disney's animation began reaching even greater audiences with The Litth Mermaid, The Beauty and the Beast, and Aladdin. Hollywood Records was formed to offer a wide selection of recordings ranging from rap to movie soundtracks. New television shows, such as Live with Regis and Kathy Lee, Empty Nest, Dinosaurs, and Home