• ISSN: 2301-3567 (Print), 2972-3981 (Online)
    • Abbreviated Title: J. Econ. Bus. Manag.
    • Frequency: Quarterly
    • DOI: 10.18178/JOEBM
    • Editor-in-Chief: Prof. Eunjin Hwang
    • Executive Editor: Ms. Fiona Chu
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HOME > Archive > 2022 > Volume 10 Number 2 (Apr. 2022) >
JOEBM 2022 Vol.10(2): 140-144 ISSN: 2301-3567
DOI: 10.18178/joebm.2022.10.2.688

Corporate Strategy Analysis Based on Current Environment — Taking Disney’s Expansion in China as an Example

Hang Chen, Yuzhuo Li, Xi Ling, and Meilin Yan

Abstract—The Walt Disney Company is a multinational media conglomerate headquartered in California. The company has gradually accumulated experience, capital and technology to support its development since 1923. After a series of large acquisitions, it has become the largest media and entertainment company in the United States. However, while Disney already serves many countries and regions around the world, the vast market of China is not completely open to Disney, especially under the impact of the epidemic. Therefore, Disney needs to change its development strategy in the Chinese market to strengthen its competitiveness. This paper adopts SWOT analysis method to analyze Disney from multiple industrial dimensions and comes to the view that Disney can cooperate with Tencent in three industries with the objective of rapid development in the Chinese market, including social network- Tencent QQ and Wechat; Gaming - King of Glory; Video - Tencent Video, to achieve a win-win result. At the same time, the paper also analyzes the weaknesses and threats faced by Disney, and puts forward some suggestions. These analyses and suggestions have important economic and social benefits for Disney to explore the Chinese market and improve its profits.

Index Terms—Disney, SWOT analysis, business strategy.

Hang Chen is with Mississauga’s BCom, University of Toronto Mississauga, Mississauga, Canada. Yuzhuo Li is with Whitman School of Management, Syracuse University, Syracuse, United States. Xi Ling is with Steinhardt, New York University, New York, United States. Meilin Yan is with School of Accounting and Finance, The Hong Kong Polytechnic University, Hong Kong, China (e-mail: meilin.yan@connect.polyu.hk).

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Cite:Hang Chen, Yuzhuo Li, Xi Ling, and Meilin Yan, "Corporate Strategy Analysis Based on Current Environment — Taking Disney’s Expansion in China as an Example," Journal of Economics, Business and Management vol. 10, no. 2, pp. 140-144, 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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