For example, they may decide to release three movies this year, as well as build a new theme park and create five new shows for their television network. Because Disney is a large corporation (more on that shortly), it has a variety of resources available to create entertainment products to offer.
Top executives then decide each year what entertainment products the company will offer. To make people happy (Disney’s vision), Disney focuses on entertainment (its mission). Strategic objectives are usually some sort of performance goal-for example, to launch a new product, increase profitability, or grow market share for the company’s product.Įxhibit 9.6 shows what might be some strategic objectives for Disney. Strategic objectives are the big-picture goals for the company: they describe what the company will do to try to fulfill its mission. Now it is time to start planning for success. Strategic analysis has provided information about customer preferences, competitors, and the firm’s resources and capabilities. At this point, the manager has decided why the company exists and how it will try to fulfill its mission. Once a strategic analysis has been completed, the next step in the strategy process is to establish strategic objectives.
