This assignment examines the Disney case study and identifies key challenges facing the company in the Chinese market. The strengths of Disney are its huge local customer base and lack of serious competition. However, weaknesses include negative public image and cultural unpopularity in China. Opportunities exist to tap into the Chinese market by investing in Chinese artifacts and rebranding Disney's products to appeal to adult Chinese customers. Threats include the park's location outside the city centre and criticism from environmental groups. The assignment suggests strategies for reinventing product offerings, rebranding, and improving customer satisfaction.