doi: 10.18178/ijimt.2022.13.4.928
A Research on Enterprise Strategy Formulation and Marketing Strategy Based on Globalization View — Taking Disney as an Example
Xinyu Bai1
,
Lin Dou2 ,
Tianle Gu3 ,
Yiying Yang4
- 1United World College of South East Asia - East, Singapore.
- 2Honors College of Tianjin Foreign Studies University, Tianjin, China.
- 3Shanghai Lixin University of Accounting and Finance, Shanghai, China.
- 4School of Management, Clark University, Worcester, the United States.
Abstract
The Walt Disney Company is one of the biggestmass media and entertainment companies around the world.The company includes Disney Parks, Experience and Product;Disney Media& Entertainment Distribution; Studio ContentGroups aimed to entertain, inform and inspire people aroundthe globe through the power of unparalleled storytelling.However, the changes in customer desires and thefast-developing competitive market have drawn questions forDisney: to construct a sophisticated business plan for the yearscoming. Especially with the fast developing globalisedeconomies, appropriate adaptations Disney chooses to makebecome vital. This essay is going to articulate Disney’s strengths,weaknesses, opportunities, and threats through the use of theSWOT analysis model and provide an analytical conclusion tohow Disney can further develop, focusing specifically on theaspect of globalisation. Couple of factors mentioned in thediscussion include brand value, technological innovation,business portfolio, culture of the company and socialresponsibility. The impact of external factors, such as emergingmarket in Asia and Covid-19 pandemic, was also elaborated inthe essay.
Keywords
- Globalization
- strategy
- marketing
- Disney
- SWOT
How to Cite
Xinyu Bai, Lin Dou, Tianle Gu, and Yiying Yang, "A Research on Enterprise Strategy Formulation and Marketing Strategy Based on Globalization View — Taking Disney as an Example," International Journal of Innovation, Management and Technology, vol. 13, no. 4, pp. 93-98, 2022. https://doi.org/10.18178/ijimt.2022.13.4.928
Copyright & License
Copyright © 2022 by the authors. This is an open access article distributed under the Creative Commons Attribution License which permits unrestricted use, distribution, and reproduction in any medium, provided the original work is properly cited (CC BY 4.0).