Abstract
The Walt Disney Company is one of the biggest mass media and entertainment companies around the world. The company includes Disney Parks, Experience and Product; Disney Media& Entertainment Distribution; Studio Content Groups aimed to entertain, inform and inspire people around the globe through the power of unparalleled storytelling. However, the changes in customer desires and the fast-developing competitive market have drawn questions for Disney: to construct a sophisticated business plan for the years coming. Especially with the fast developing globalised economies, appropriate adaptations Disney chooses to make become vital. This essay is going to articulate Disney’s strengths, weaknesses, opportunities, and threats through the use of the SWOT analysis model and provide an analytical conclusion to how Disney can further develop, focusing specifically on the aspect of globalisation. Couple of factors mentioned in the discussion include brand value, technological innovation, business portfolio, culture of the company and social responsibility. The impact of external factors, such as emerging market in Asia and Covid-19 pandemic, was also elaborated in the essay.
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