Keeping The Disney Statement: Effects of Marketing on the Family Pocket
Betty Windsor
Columbus State University

Abstract
The strategic purpose of this essay is to examine and evaluate how the Disney Company stays true to their mission statement. With the five areas of their diverse company, they have solidified their importance in the world of artistry consumerism.

Keeping The Disney Statement: Effects of Marketing on the Family Pocket
What do you know about The Walt Disney Company? You may know that their entertainment divisions have been pumping out quality film and television for the family to enjoy since you were a kid. You know that it is just about every child’s (and many adults) wish to one day attend a Disney theme parks and resorts, because since you were birthed it has been ingrained in you that it is the epicenter of any relative amusement park enjoyment across the galaxy. It has been told to you buy adults and children alike that this magical place will take away all of your worries, and make you forget about trivial matters like bills, debt, and your personal troubles. You especially might have noticed that shortly after Frozen came out, Disney took every single opportunity to put Elsa and Anna in video games, on T-shirts, lunch boxes, crayons, finger paints, and any piece of matter that possessed a solid state. I'm sure that at the end of the day you're even frustrated. Darn, those Disney people making me fall in love with these fictional characters; then reminding me countless times over the next 30 years, why I love them and absolutely need to buy this Buzz Lightyear comforter. These are all true. I can understand being frustrated, and I'm here to tell you that while your tossing pounds of cash on a vacation getaway for your family of 5, Disney is working hard to actually deserve the absurd amount of money you're throwing at them. Disney is not only good at marketing, they actually care about the people who they are marketing to: “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.” (The Walt Disney Company, 2015) That message may sound a little vague to you, consumer. You may scoff at it, and say well of course they are. They're behind everything, those corporate conglomerates. That’d be correct. The Walt Disney Company for decades has upheld it's mission statement by focusing its attention on media networks, parks and resorts, Walt Disney studios, Disney consumer products, and Disney interactive all to earn our precious cash.
Media Networks
The Disney company's vast array of media networks are neatly divided into two sections: The Disney/ABC Television Group and ESPN Inc. Fabrikant expressed in her New York Times article in 1995 when the Disney/Capital Cities merger happened, “The combined company would bring together the most profitable television network and its ESPN cable service with Disney's Hollywood film and television studios, the Disney Channel, its theme parks and its repository of well-known cartoon characters and the merchandise sales they generate.” (Fabrikant 1995) Since taking control of ABC Disney has created such popular television programming like Who Wants To Be A Millionaire, NYPD Blue, LOST, Desperate Housewives, Greys Anatomy, black-ish, Fresh Off the Boat, Agents of Shield, Once Upon a Time, How To Get Away With Murder and Shark Tank. As promised in their mission statement, they provided “diversified content.”
Parks and Resorts
Appearance. The Disney Company has 6 Resorts. They're located in Florida, California, Paris, Shanghai, Tokyo, and Hong-Kong. Walt Disney didn’t start small either. At first he