Build Bright University

Case Analysis On

Hong Kong Disneyland

First Group

First Group Member

• Mr. Por Narith, Team Leader• Mr. Seng Ratanak, Member• Mr. Sen Puthy, Member• Mr. Chor Menglun, Member• Mr. Gnan Rachana, Member• Mr. Gnan Saravuth, Member• Mr. Thy Ratha, Member• Mr. Seng Hak, Member

Contents

Introduction : NarithResearch Methodology : NarithLiterature ReviewCase Diagnose or Analysis Significant Problems : PuthyAlternation Solution : Menglung, RachanaOutcomes of Solution : Saravuth, RathaCommunicate results with audience: Ratanak Conclusion : Kim Hak

Introduction

• Hong Kong Disneyland is located in Penny’s Bay, Lantau Island in Chaina.

• The park opened to visitors on 12th September 2005.

• Six themed areas: Main Street U.S.A, Fantasyland, Tomorrowland and Grizzly Gulch and Toy Story Land.

Toy Story Land

Tomorrowland

Fantasyland

Main Street U.S.A

Adventureland

Grizzly Gulch

Problem Statement

The park attracted 5.2 million visitors in its first year, below its target of 5.6 million.

Visitors fell 20% in the second year to 4 million

Slightly increased by 8% in the third year, attracting a total of 4.5 million visitors in 2007.

In 2009, visitor increased by 2% to 4.8 million visitors.

Research questions

• What is the background of Disneyland?• What are the issues of Disneyland in the

case study?• What causes leading the issues? • What strategies should be adopted to

address the issues?• What results will be produced through

implementation of the strategy?• How does the outcomes or results

communicate with audience?

Research Objectives

• To brief the background of Disneyland. • To identify the issues of Disneyland. • To identify the cause of the Disneyland

issues. • To identify the possible strategies to

address the issues. • To identify the possible outcomes from

strategy implementation.• To identify communicating outcomes with

audiences.

Research Methodology

• Identify the roles and responsibilities • Data Analysis • Report Writing • Reflection Session

Case Diagnose or Analysis

Significant ProblemsLow Attendant Strong Competitor

Direct Competitor Indirect Competitors

Negative Publicity Miscalculation Breaking law and Staff Working Condition Staff Discrimination on Visitor Small HKD Park and Few Themes

Case Diagnose or Analysis

Alternation Solution Park Expansion Market to local Hong Kong peopleMarket to mainland Chinese families Marketing

ProductPricePlacePromotion

Product

Create Animal KingdomPetting ZooDinosaur exhibitAfrican Safari

More Photo ShopsChildcare Facilities and programmesExpand the park

Price

Discount tickets for children ages 12-17

Competition-oriented pricing

Place

Utilize Chinese travel agenciesDealer incentives

Non-Disney Hotel ConciergesOffer free passesDistribute information and tickets

Promotion

AdvertisementsInstitutional advertisementsAdvertisements in railway systemFeature hotel accommodations

Holiday promotionsPeak travel timeDiscount

Predict Outcomes

With the implementation of the alternative options, the Disneyland will be in the position

Get more attraction from increase the customer satisfaction, attractions from customers,

Detract from Ocean Park’s power,Increase competitive advantage and diminish

Ocean Park’s dominance and enhance our image as a world-class attraction and allow for the changes listed above.

HKD will have had sufficient capacities to absorb all visitors during peak season.

Communicate your results with audiences

Hong Kong Disneyland’s improvements will enable to customers to

reduce the costs for entrance of the HKD,

to be met customer requirements Opportunities to share and leaning.

Conclusion

Based on the case analysis of Hong Kong Disneyland, Several issues that need to be addressed. Low attendances of visitors as their achievements are

lower than their projects. Competitors, including Ocean Part, which have more

advantages to attract the visitors. Negative publicity was also the main issues of HKD

including service, human rights violation, staff performance, services...etc.

Alternative options to address the issues above are relating to marketing- price, products, place, time, and park expands to increase customer stratification and increase visitors with reducing the negative publicities.

Thanks for your attention