• ISSN: 2010-0248 (Print)
    • Abbreviated Title: Int. J. Innov.  Manag. Technol.
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    • DOI: 10.18178/IJIMT
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HOME > Archive > 2022 > Volume 13 Number 4 (Nov. 2022) >
IJIMT 2022 Vol.13(4): 93-98 ISSN: 2010-0248
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 Bai, Lin Dou, Tianle Gu, and Yiying Yang

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.

Index Terms—Globalization, strategy, marketing, Disney, SWOT.

Xinyu Bai is with United World College of South East Asia - East, Singapore (e-mail: bai89530@gapps.uwcsea.edu.sg).
Lin Dou is with Honors College of Tianjin Foreign Studies University, Tianjin, China (e-mail: crystallinn1025@163.com).
Tianle Gu is with Shanghai Lixin University of Accounting and Finance, Shanghai, China (e-mail: tinagu8397@outlook.com).
Yiying Yang is with School of Management, Clark University, Worcester, the United States (e-mail: 1021451270@qq.com).

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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.

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).

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