Premium Essay

Hongkong Disneyland

In: Business and Management

Submitted By kathytran
Words 5971
Pages 24

1. Introduction 3 2. External Analysis 3
2.1 PEST 3
2.2 PEST Analysis Overview 6 3. Internal Analysis 7 3.1 SWOT Analysis 7 3.2 Implications of Assessment 9
4. Industrial Analysis 10 4.1 Perceptual Map of Disneyland Hong Kong & its competitors 10 4.2 Porter’s 5 Forces 11 4.3 Porter’s 5 Forces Overview 14
5. Objectives 15
6. Strategy 15 6.1 Ansoff Growth Matrix 16 6.2 Position 17 6.3 Reposition 18 6.3.1 Sun Tzu Art of War Strategy 19 6.3.2 Attack Overview 23

Contents 7. Proposed Activities & Budget 24 8. References 28

Executive Summary
Based on the case study ‘Export of American Fantasy World to the Chinese’, the authors critically analyzed the internal and external environment of Disneyland Hong Kong. Outlining the key strategic issues that the company has to deal with and providing recommendations of what Disneyland Hong Kong could do in order to once again achieve competitive advantage.

1. Introduction
Disneyland Hong Kong having opened for over 10 years is still facing major problems until today. Over the years Disneyland Hong Kong constantly dealt with issues regarding social responsibility, negative publicity and competition with Ocean Park. Despite its current situation, Disneyland Hong Kong had a much bigger threat on its way - the opening of the Disneyland Shanghai.
One of the major problems that Disneyland Hong Kong is facing today is the issue with its positioning, as its brand image is constantly being tarnish by the lack of social responsibility and negative publicly. This the report aims to analyze the current situation in Disneyland Hong Kong internally and…...

Similar Documents

Free Essay

Project of Hongkong Disney

...7 月在南加州阿纳 海姆(Anaheim)建成第一家迪士尼乐园(70 公顷) ,50 年来,乐园已接待游客 10 多亿人 次。第二家主题乐园于 1971 年在佛罗里达州的奥兰多郊外正式对外开放(124.32 公顷) ,累 计耗资 7.66 亿美元。 奥兰多迪斯尼由 7 个风格迥异的主题公园、 个高尔夫俱乐部和 6 个主 6 题酒店组成。像迪斯尼乐园震惊美国西部人一样,迪斯尼世界轰动了美国东海岸的人们。 在美国完成了两家大型主题乐园后,迪士尼开始寻找海外的投资机会。1983 年第一家 位于美国本土外的迪士尼主题乐园在日本东京开园。 为了控制项目风险, 迪士尼并不要求对东京迪士尼乐园拥有所有权, 而是将乐园委托给 一家名叫东土株式会社(Oriental Land Co.)的日本企业控制和管理。东土株式会社是所有 者和被授权人,而迪士尼则是设计者和授权人。双方达成协议:迪斯尼公司可以将东京迪斯 尼乐园相关食品和商品销售毛利润的 5%、门票收入的 10%、合作赞助费的 10%作为自己的 所得。作为交换,迪斯尼公司必须注入 250 万美元资金作为投资(1980 年预估建设成本为 2.5 亿美元) 。1992 年正式建成面积为 60 公顷的东京乐园,因为年游园人次比美国本土的迪 1 香港迪士尼主题乐园项目投资分析 斯尼乐园还要多,迪士尼大赚了一笔,还拥有了完全的设计权,并通过一系列详细的操作手 册保留了对乐园经营的相当大的控制权。 然而, 为了减少风险而不拥有东京迪士尼乐园的股 权,限制了迪士尼从世界上最受欢迎的东京迪士尼主题乐园之一获得更多的回报。 1984 年迈克尔·艾斯纳先生和当时的总裁弗兰克·威尔斯来到了巴黎,他们决心避免 在东京犯下的错误。 巴黎迪士尼乐园 (Disneyland Paris) 当时称为欧洲迪士尼 , (Euro Disney) , 于 1992 年在法国巴黎开园(80 公顷) 。鉴于在东京的失策,迪士尼公司决定成为投资合伙 人。此项目的原投资计划是:迪士尼公司占有 49%产权,而法国政府将投入现金和贷款完 成基础建设。项目原计划投资 10 亿美元,为了新建公园能尽量完美,设计和建设变更的情 况大量发生,使得投资不断攀升至 50 亿美元, 。1992 年至 1994 年期间,由于 40 亿美元债 务的巨大财务负担和游客入园率低于预期 (预期每年 1000 万人次) 巴黎迪士尼乐园经营困 , 难。1994 年末,通过一系列的大手笔的财务重组工作,欧洲迪士尼走出财务困境。1995 年, 乐园宣布其首次盈利 2300 万美元(1995 年入园 1070 万人次) 。 经历东京和巴黎迪士尼的投资, 迪士尼公司意识到在最大化回报与最小化海外股权风险 之间寻求平衡是十分困难的。 二、迪士尼乐园选址香港 1998 年下半年,迪士尼与中国香港特区政府展开非正式会谈,为了避免重蹈巴黎的覆 辙,迪士尼最初倾向于只参加乐园管理,不进行股权投资。不过,在谈判之后,迪士尼改变 了主意。 作为亚洲地区重要的国际贸易和金融中心, 香港一直被认为是世界最自由的经济体并且 在 1999 年度全球经济竞争力排名中位居第三。1997 年爆发的亚洲金融风暴使香港经济遭遇 挫折,GDP 增长率在 1998 年跌倒历史低点,为−5.1%,到了 1999 年第二季度才升到 0.7%。 虽然旅游业只占 1998 年至 1999 年经济的 4%左右,但是香港政府希望有更多的旅游产品, 需要一个游览景点以振兴处于颓势的旅游业,迪士尼乐园是一个可能的选择。......

Words: 3769 - Pages: 16

Premium Essay

Hong Kong Disneyland

...HONG KONG DISNEYLAND ! According to Ali Farhoomand1, Hong Kong Disneyland has been struggling with lower-than-expected profits for almost three years since its opening; factors such as park’s small size, inconvenient location, lack of unique features and Chinese elements, and insufficient appeal to adults have been claimed as possible major causes2. Forhoomand points out that there has been negative press coverage pouring in regards to overcrowding; for instance, “You have to line up for everything. It is a pain, it’s too crowded”, said Chai Zaiyong, who came on a package tour from northern China3 . Then, according to Chester Yung 4 , due to the perceived lack of Chinese elements, Disneyland had not attracted the flocks of mainland Chinese tourists that Disney and the Hong Kong government had anticipated. “This place is very foreign to me,” said 50 year-old Yuan Xiaozhi, an interior decorator from the southern city of Foshan, who was visiting the park for the first time with his wife 5. Consequently, being aware of the importance of adopting local customs, Hong Kong Disneyland launched its first integrated marketing campaign with Chinese cultural elements. In details, for the Chinese New Year of 2008, a new collection of red Chinese costumes was designed for Mickey and Minnie, visitors were also greeted by the Chinese gods of wealth, blessing, health and longevity, who handed out Chinese traditional chocolate gold coins. the fading magic of Disney in Hong kong, the......

Words: 562 - Pages: 3

Premium Essay

Euro Disneyland - a Case Study

...Xavier Institute of management & entrepreneurship | EURO DISNEYLAND CASE ANALYSIS | CCM ASSIGNMENT | | | Augustine George (32)Balaji Subramanian (36)David Aditya Solomon (45)Eliza Mathew (52)Eliza Pani (53) | | EXECUTIVE SUMMARY The given case “Euro Disneyland” elaborates about the issues faced by the Walt Disney Company when expanding to international borders. It first begins with the history of how Disneyland became so successful and expanded to various states across the country. It then describes about its first international success namely the Tokyo Disneyland and the factors affecting it. The case then describes Disney’s decision of expanding into Europe. The various differences and problems faced in setting up of the amusement park. Some of the major issues in setting up of the park were: * Cultural differences between the European and the American market * Environmental and location factors for setting up the amusement park * Financing and initial business plan were not analysed thoroughly in synchronisation with external economic factors * French labour laws were not taken into account while inducting the workforce * Management issues such as different attractions in the park It was understood that the chief reason for Euro Disney’s failure was a lack of understanding of European culture on Disney’s part. Based on the understanding from the case following recommendations were made: * A study in history and an......

Words: 4410 - Pages: 18

Premium Essay

Disneyland in Hongkong

...OVERVIEW OF DISNEYLAND IN HONG KONG The Disney Theme Park in Honk Kong was first announced to the public in 1997. Initially it was welcomed by the public after the Asian financial crisis because of the announcement of projected benefits coupling with “Disney” tourism and the associated employment opportunities. Although the Walt Disney Company expressed a strong commitment and responsibilities towards conservation of natural resources, it had enormous environmental costs which resulted intense public criticism. The Disneyland earned less revenue than estimated. And Disney had to take immediate action to improve its operations and safeguard its “green” reputation. The background of Honk Kong Disney land had a long history. After nine months of intense and detailed negotiations, the Hong Kong special Administrative Region Government and the Walt Disney Company reached a preliminary agreement to commence the construction in November, 2001. After that Disney had taken some theme Park strategies. The company relied on two approach- expanding existing parks while entering into the new territories. And it was Disney’s trade mark tactic in attaining global profitability. Despite of ups and downs the company continued to approach governments’ worldwide including those at home. In the early 1990s, Disney representatives approached the Hong Kong government. During the negotiation period with the Hong Kong administration, Disney also entered into discussion with the Shanghai......

Words: 1994 - Pages: 8

Free Essay


...Process of Disneyland Disneyland is the greatest place on the earth. It is an imaginary place where you can really feel that you are enchanted. There is no place in the world that has this special magic which Disney has. It is the dream of every child, teenager, adult, and even mothers and fathers. I went there when I was fifteen years old and actually no one can imagine how happy I was; except who went there. In addition, I could not forget how my dad and mum were extremely happy with us; really it is a place where parents and children spend the most joyful time together. I choose to discuss this topic because many of us go there and spend unforgettable time, but we cannot imagine or think how the inventor of Disneyland (Walt Disney) achieved his dream. Disneyland process involves several steps in order to be done. On July 18, 1955 Walt Disney had invented his first theme park Disneyland after four years of working hard and extensively. The theme park was located in, California, U.S.A. Walt Disney came up with the concept of Disneyland in the 1930s and 1940s when he and his daughters visited the Griffith Park in Los Angeles and he came up with the idea of having a park where parents can spend enjoyable time with their children. But this dream took a long time to be a reality. Walt Disney was receiving many letters from the fans that they want to visit Disney studio so that he started thinking of building an adjacent tourist attraction in order to amuse fans.......

Words: 1383 - Pages: 6

Premium Essay

Disneyland Expansion

...tourists. These two big events implicitly affected the number of foreigners visiting EuroDisney. Other than the landmark events that are happening during EuroDisney’s first year of operation, the management also forgets to take the European recession on the late 1980s as a sign that the economic situation is not doing well during that time. The recession leads consumers to save more money and become more critical thinking on their everyday spending (European Commission, 2009). Thus, going to visit EuroDisney during that year may not be their priorities. 2.0 Malaysia as the best new location for Disneyland 3.3 Heavy inflow of tourists. According to Billington (2014), Malaysia is crowned one of the top 10 most visited countries with over 25 million numbers of tourists coming in in the year 2013. This gives a good start for Disney to open up a new Disneyland in Asia as they can expect a good inflow of visitors all year round with the tropical weather in Malaysia. To be compared with other Asian countries, Malaysia offers a very dynamic and variety of cultures or demographic that can be an attraction to tourists since they can experience the true Asian culture in one place. Due to the openness and versatility, tourists find it easy to adapt to the country. Other than that, the stable political and economic environment in Malaysia can be the reassuring reason for tourists to travel to due to safety reasons. With the developing infrastructure in......

Words: 1511 - Pages: 7

Premium Essay

Performance Management in the Disneyland Hotel

...internship in the Disneyland Hotel Mr. Ruben Hilberink, who allowed me to use his research on performance quality management while he was in college which inspired me in finding the company problem statement of this paper. While his research focused more in the implementation of performance management in the workplace in general, he advised me that it could be a good subject concerning the hospitality industry, precisely at the level of the reception where the performance can be measured easily. Following his advice and being interested by the subject, I therefore decided to study more precisely this process and how it was implemented, rightly or not, in the Disneyland Hotel. Apart from this person, I would also like to thank my manager Mr. Oliver Drutschmann who hired me as a Team Leader intern and allowed me to work in this environment, involving me in several projects such as the transformation process of the majority our standard rooms in terrace rooms situated in the main floor of our hotel (in order to get a higher average price / room) or empowering me and other team leaders in taking operational decision related to management. I had also the opportunity to work with a wonderful team, always available if needed and I’m grateful to them as my time at the Disneyland Hotel was very positive in terms of personal and professional experience. 3. Table of contents 2. Acknowledgments 4. Development I) Introduction II) Disneyland Paris: the Disneyland Hotel III) The......

Words: 14196 - Pages: 57

Free Essay


...Everyone that was there seemed so happy and that’s when it hit me. All this time I had knew what was wrong with me. I had realized that I was angry and emotional towards my parents. I felt like they let me down by never taking me to an amusement park. Lights started to turn off and that’s when I snapped out of my thoughts. The only lights that were on were the store lights and the lights from the rides. The lights looked nice especially the castle where sleeping beauty slept. Boom! Boom! Boom! Fireworks were being shot. The only thing I could stare at was her smile. The only thing that was going through my mind was the thought of her bringing me to Disneyland and the outcome that it brought to my heart. I told my girlfriend that it was the best memorable gift a nineteen year old could ever receive for being his first time to Disneyland. ...

Words: 714 - Pages: 3

Premium Essay

Disneyland Measles Outbreak

...Disneyland Measles Outbreak Community Health and Population-Focused Nursing C228 Andrea Paige Pounds September 18, 2015 Disneyland Measles Outbreak One of the most popular places to visit in the United States today is Disneyland in California.  Thousands of people including children can be found all together at one time in the Disneyland Theme Park having the time of their life with rides, shows, and dining at park restaurants.  Disneyland can be a fun-filled dream for many families but can also be a family’s worst nightmare if a visitor happens to have a communicable disease, which is exactly what happened in December 2014. As of January 2015, it was reported that at least two dozen people were infected with Measles between the dates of December 15 and December 20 at Disneyland.  Measles is an extremely highly contagious disease.  In fact, it is one of the most highly contagious diseases in existence.  Among everyone that is without immunity to Measles, it is estimated that 90% of those exposed will become infected, and it is not surprising to find that several people that visit Disneyland are not immune because a child may be too young to be vaccinated, a parent may have chosen not to have their child vaccinated because of certain beliefs, or someone may have an illness that causes them to have a weak immune system.  These are known as epidemiological determinants of the disease, the factors that widens the spread of the disease (Haelle, 2015).  It is believed......

Words: 1535 - Pages: 7

Premium Essay


...   Hong Kong Disneyland is the co-operation between Disney and Hong Konggovernment, which was announced from 1998 and is opened to the public fromSeptember 2005. This theme park is the fifth Disneyland on the World, and the second onthe Asia, the first is Tokyo Disneyland, a well-known theme park. Hong KongDisneyland is expected to be successful and attracted around 5.6 million visitors in thefirst year of operations. However, there are some issues which constrain the growth of Disneyland in Hong Kong as well as cause an unexpected performance of the theme park from 2005 until now. The Hong Kong Disneyland was expected to overcome the Ocean Park, a famous theme park in Hong Kong from 1977 and then to become the market leader of the Hong Kongand China theme park industry. However, the issues in management, estimation, marketcompetitors, and internal and external environment strategy are the barriers to delayDisneyland to achieve their goal   The perceptual map above shows the position of Hong Kong Disneyland in the marketwith their competitors, and specially Ocean Park, their main competitor in Hong Kongand China market. It is clearly seen that Hong Kong Disneyland is on a disadvantage position to compare with other competitors, the Disneyland has a higher ticket price, butthe attraction is just over average. This position was a result of the poor estimation of Disneyland when they started their business in Hong Kong and Asian. Disneyland aimedto build their......

Words: 1607 - Pages: 7

Premium Essay

Disneyland Success

...resorts, and cruise line. (Bill Capodagli and Lynn Jackson 2001) From the creation of Oswald the Lucky Rabbit in 1927 and the debut of Mickey Mouse in 1928 to the premiere of Tarzan in 1999, animation has remained the defining signature of the company. Along the way, Disney is struggling to maintain growth. It has added successful TV shows like Who Wants to Be a Millionaire, opened theme parks in California, Florida, France and Japan, launched more than 700 Disney Stores and added brands such as Touchstone, Miramax, ABC and ESPN to the fold. They have become the global village that was described a few years ago. According to the article, “The Detailed Introduction of Interesting Disney” by Keely Smith, “To make the most of Disneyland - the ultimate escapist fantasy and the blueprint for imitations worldwide - throw you right into it. Don't think twice about anything and go on every ride you can. The high admission price includes them all, although during peak periods each one can entail hours of queuing. Remember, too, that the emphasis is on family fun; the authorities take a dim view of anything remotely anti-social and eject those they consider guilty.” According to the article, “The Disney Way,” over four hundred "Imaginers" worked to create the Indiana Jones Adventure; Disneyland's biggest opening in years. Two hours of queuing are built into the ride, with an interactive archeological dig and 1930s-style newsreel show leading up to the main......

Words: 1120 - Pages: 5

Premium Essay

Hk Disneyland Case Study

...S HONG KONG DISNEYLAND w 907M13 Michael N. Young and Donald Liu wrote this case solely to provide material for class discussion. The authors do not intend to illustrate either effective or ineffective handling of a managerial situation. The authors may have disguised certain names and other identifying information to protect confidentiality. Ivey Management Services prohibits any form of reproduction, storage or transmittal without its written permission. Reproduction of this material is not covered under authorization by any reproduction rights organization. To order copies or request permission to reproduce materials, contact Ivey Publishing, Ivey Management Services, c/o Richard Ivey School of Business, The University of Western Ontario, London, Ontario, Canada, N6A 3K7; phone (519) 661-3208; fax (519) 661-3882; e-mail Copyright © 2007, Ivey Management Services Version: (A) 2007-08-27 September 12, 2006, marked the one-year anniversary of the opening of Hong Kong Disneyland (HKD). Amid the hoopla and celebrations, media experts were reflecting on the high points and low points of HKD’s first year of operations, including several controversies that had generated some negative publicity. At a press conference and interview to discuss the first year of operations, Bill Ernest, HKD’s executive vice-president, acknowledged that the park had learnt a lot from its experiences and that the problems had made it stronger. Ernest also announced that HKD......

Words: 8333 - Pages: 34

Free Essay

Gps at Disneyland

...Global Positioning System (GPS) receivers and radios are of immense use even at an unassuming place such as an amusement park. This case study discusses how a family with children visited Disneyland and Disney's California Adventure Park taking along with them a GPS receiver. This GPS receiver was a Garmin seventy six cs, and came with four GPS radios that were Rino five hundred and twenty HCx. The family initially used the GPS receiver with the standard basemap, and later with the StoneMaps. The case study tries to understand how the family used these units and made good use of the radios. These radios turned out most useful as a means of communications given they were often in a crowd and split up from time to time to explore different amusements. The GPS receiver was also a help because children tended to wander away. The paper highlights how the equipment maximized the family's time and fun by offering a ready guide around the place, activities and a tracking and communication system that involved the children as well. It discusses the details offered on the maps. The paper points out that the maps are uncluttered and they are visually clear and appealing on a color screen. The available maps are also compatible with older units. They offer an overview when zoomed out and display details when zoomed in. The paper also offers details on the waterproof features of the Rino GPS units along with the carry a backlight for use at night facility....

Words: 253 - Pages: 2

Premium Essay

Disneyland Facts

...SHEET Financial arrangements relating to Tokyo Disneyland, Disneyland Paris and Hong Kong Disneyland 1. Background 1.1 At the special meeting held on 4 July 2009, the Panel on Economic Development discussed the financial arrangements relating to the proposed expansion of Hong Kong Disneyland. During the discussion, a member requested the Research and Library Services Division to provide information on the financial arrangements relating to Tokyo Disneyland, Disneyland Paris and Hong Kong Disneyland. As such, the purpose of this fact sheet is to provide the Panel with information on these three theme parks in terms of their ownership and the financial arrangements for the construction project. 1.2 This fact sheet originally intended to study the operational statistics of the three theme parks. According to the Tourism Commission of Hong Kong1, both the Government and the Walt Disney Company (Walt Disney) are bound by the confidentiality provision under the current agreement not to disclose any commercially sensitive information of Hong Kong Disneyland, including the gain or loss from the operation of the theme park. Against this, this fact sheet only lists the key operational statistics of Tokyo Disneyland and Disneyland Paris for comparison. 1 See Tourism Commission (2009). page 1 Research and Library Services Division Legislative Council Secretariat FS30/08-09 2. Tokyo Disneyland Overview 2.1 Tokyo Disneyland opened on 15 April 1983 at a cost......

Words: 3904 - Pages: 16

Premium Essay


...Disneyland Park is a theme park located in Anaheim, California, owned and operated by the Walt Disney Parks and Resorts division of The Walt Disney Company. Known as Disneyland when it was dedicated on July 17, 1955, and still almost universally referred to by that name, it is the only theme park to be designed and built under the direct supervision of Walt Disney. In 1998, the theme park was re-branded Disneyland Park to distinguish it from the larger Disneyland Resort complex. Walt Disney came up with the concept of Disneyland after visiting various amusement parks with his daughters in the 1930s and 1940s. He initially envisioned building a tourist attraction adjacent to his studios in Burbank to entertain fans who wished to visit; however, he soon realized that the proposed site was too small. After hiring a consultant to help determine an appropriate site for his project, Walt bought a 160-acre (65 ha) site near Anaheim in 1953. Construction began in 1954 and the park was unveiled during a special televised press event on the ABC Television Network on July 17, 1955. Since its opening, Disneyland has undergone a number of expansions and renovations, including the addition of New Orleans Square in 1966, Bear Country (now Critter Country) in 1972, and Mickey's Toontown in 1993. Disney California Adventure Park was built on the site of Disneyland's original parking lot and opened in 2001. Disneyland has a larger cumulative attendance than any other theme park in the...

Words: 297 - Pages: 2