The Walt Disney Company: Strategic Challenges and Competitive Positioning in the Global Entertainment Industry

Abstract

This paper is a critical analysis of the strategic problems of The Walt Disney Company and specifically, the issues of dwindling profitability, brand image, and growing competition in the entertainment and streaming sectors globally. To evaluate the internal and external forces affecting the operations of Disney, the research involves the use of secondary data analysis, which will involve PESTLE analysis, value chain analysis and financial performance evaluation. The results suggest that changing consumer behavior, increased cost of production, and competition in the market especially by online streaming services pose a significant threat to financial stability and positioning of Disney in the market. Moreover, based on the stakeholder analysis, it can be noted that investors, workers, and consumers have increasing concerns about the strategic direction of the company. Some of the strategic recommendations that are suggested in the study are content diversification, investment in technology, improved engagement with customers, and expansion in the global market. These actions should help to regain the competitive edge of Disney and guarantee its sustainability in the ever-changing entertainment environment.