Year: 2025
Type: article
Abstract: Disney has become a global entertainment powerhouse, leveraging its brand strength and diversified business operations to maintain its industry dominance. Effective marketing strategies are essential to sustaining its competitive edge in an evolving media landscape. Therefore, this study examines Disney’s marketing strategy through a short film case study, using SWOT analysis to evaluate its strengths, weaknesses, opportunities, and threats. This research applies SWOT analysis to understand Disney’s strategic positioning. By analyzing its internal advantages and limitations, along with external market conditions, the study provides a comprehensive evaluation of Disney’s approach. The findings reveal that Disney's strengths lie in its strong brand identity, extensive intellectual property, and diverse revenue streams. However, challenges include high production costs and dependence on theatrical releases. Opportunities such as digital expansion and global market growth enhance its potential, while threats like increasing competition and changing consumer behaviors pose risks. It can be argued that Disney’s ability to adapt and integrate new market trends is key to maintaining its leadership in the entertainment industry.
Author: Jiguo Yi
Institution: Syracuse University
Language: English
Subfield: Strategy and Management
Domain: Social Sciences
Open Access status: hybrid
OpenAlex ID: W4410128230