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Hongkong Disneyland

In: Business and Management

Submitted By kathytran
Words 5971
Pages 24
Contents

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…...

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