The driving force of the entire company is the motion pictures and animated cartoons which are managed by Touchstone, Pixar, Walt Disney Picture, Buena Vista, and Miramax. Disney Imagineering doses all of the strategic planning for The Walt Disney Company as well as the marketing planning. The goal of the Disney Imagineering section is to continuously design and implement new, fun and exciting products for the Disney Company that will attract, amaze, and excite their customer. By doing so, the company uses it product/service differentiation competitive advantage.