Walt Disney Company’s Balanced Scorecard Strategic Objectives and Growth Plan

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Background

Strategic objectives are a measure of attaining your vision and mission. They reflect the business’s vision, mission, and values and the outcomes of the internal and external environmental analysis.

Scorecard Areas

Table 1 – Strategic Objectives for the Financial Area

Financial Objectives	Measures	Targets: Timeline/ Metrics
Increase market share	Total Revenue	Increase by 5% in the first year
Increase the market value	Share market price	An increase of 4% in the first year
Improve cost management	Operating expenses	Reduce by 2.5% in the first year

Table 2 – Strategic Objectives for the Customer Area

Customer Objectives	Measures	Targets: Timeline/ Metrics
Increase customer value	Increase profit contribution per customer	Increase by 5% in the first year
Increase customer satisfaction	Reduce waiting time	Reduce by 2% in the first year
Enhance customer loyalty	Increase the number of loyal customers	Increase by 3% in the first year

Table 3 – Strategic Objectives for the Internal Business Process Area

Internal Business Process Objectives	Measures	Targets: Timeline/ Metrics
Decrease lead times for new contract implementation	Project implementation time frames	Decrease time by 3% in the first year
Retain skilled employees	Increase staff retention rate	Increase by 4% in the first year
Improve employee performance	Increase the number of targets met	Increase by 5% in the first year

Table 4 – Strategic Objectives for the Learning and Growth Area

Learning and Growth Objectives	Measures	Targets: Timeline/ Metrics
Decrease employee turnover	Facilitate regular training and opportunities for development	Reduce by 4% in the first year
Strategic acquisition	Acquire emerging companies	Grow market value by 3% in the first year
Investment in strategic alliances	Grow strategic partnerships	Increase by 2% in the first year

Financial Objectives

The market share is a top indicator of a company’s competitiveness. Walt Disney can expand its market share, enabling it to improve sales revenue and profitability, and a year goes by with the standard financial period. The company can enhance its financial standing by managing the business costs that operating expenses can measure.

Lower operating expenses are connected to higher efficiency (Litwa, 2017). Lastly, every company desires to create shareholder value. The objective can be met by growing the company’s market share.

Customer Objectives

Customers are critical for Walt Disney’s long-term survival and success. It would be essential to focus on enhancing customer value by improving the profit generated per customer. Attaining higher levels of customer satisfaction is critical for the business to maintain and grow its customer base. This can be realized by reducing the waiting time, which will increase the efficiency of operations. In addition, the company must be able to enhance the number of customers who are loyal to its brand offering, a trend that can be monitored annually.

Internal Process Objectives

The internal process indicates the efficiency and effectiveness with which Walt Disney Company delivers its products and services. There is a need to reduce the lead time, an indicator of system efficiency that can be assessed through the time taken to implement projects. Staff retention shows the effectiveness of service delivery, which can be monitored by attaining high staff retention rates. Lastly, better employee performance points to improved service delivery in terms of meeting the performance objectives set for every year.

Learning and Growth Objectives

The last point of the balanced scorecard is learning and growth, which can be evaluated through reduced employee turnover, strategic acquisitions, and alliances. Lower employee turnover points to the growth of the business as employees feel their jobs are secured into the future (Litwa, 2017). Growth for the company can be centered on acquiring new businesses that develop emerging entertainment areas. Strategic alliances will allow the company to partner with other big companies like Netflix.

Reference

Litwa, P. (2017). Balanced scorecard using for the measurement the level of the enterprise’s innovativeness. Studia I Prace WNEiZ, 48, 151–162. Web.‌