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=Analysis of Hong Kong Disneyland =

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Introductionmedia type="custom" key="9513142"
Hong Kong Disneyland is an important domestic business since tourism is accounted for most of the income of Hong Kong, and many tourists come and visit Hong Kong Disneyland. Hong Kong Disneyland is special that it is a franchised business. Hong Kong SAR Government is one of the shareholders of Hong Kong Disneyland. Hong Kong Disneyland operates with its own characteristics and it is easy to differentiate with its main and direct competitor - Ocean Park in Hong Kong. Although Hong Kong Disneyland has its own attractiveness, it still has loss from the beginning of its operation. Does it have any problem for their operation, organization, or strategy? We will have some analysis of Hong Kong Disneyland as follows.

Mission Statement
Hong Kong Disneyland Resort inspires happiness and delivers a world-class experience through creativity, great leadership and a passionate Cast.

Vision Statement
Hong Kong Disneyland Resort is Asia's premier resort destination creating magical memories for our Guests, Cast and Community.

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Joint venture company Hong Kong government (holding 57%) Walt Disney company (holding 43%) Total investment over 14 billions

Financial ratio analysis
Please refer to another page

<span style="font-family: Arial,Helvetica,sans-serif;">Marketing strategies compare with competitor (Hong Kong Ocean Park)
<span style="font-family: Arial,Helvetica,sans-serif;">We will try to compare the marketing strategies among Hong Kong Disneyland and its competitor, Hong Kong Ocean Park.

<span style="font-family: Arial,Helvetica,sans-serif;">Here are 4 Hong Kong Disneyland success marketing strategies:

<span style="font-family: Arial,Helvetica,sans-serif;">1) Sell More to Existing Customers <span style="font-family: Arial,Helvetica,sans-serif;">While at the Walt Disney World theme parks you are continuously offered other products / services to purchase. <span style="font-family: Arial,Helvetica,sans-serif;">Disney knows that current customers are the easiest customers to upsell. As a result, they take every opportunity to sell you more. <span style="font-family: Arial,Helvetica,sans-serif;">
 * <span style="font-family: Arial,Helvetica,sans-serif;">Upon exiting attractions, you enter a store themed to that attraction with gifts.
 * <span style="font-family: Arial,Helvetica,sans-serif;">During travel on trams, monorails, trains, boats, etc. there are always marketing announcements. These recordings inform you of ways to upgrade your ticket, to stay longer, to visit other parks, to dine at restaurants, to stay at resorts or to go to other attractions.
 * <span style="font-family: Arial,Helvetica,sans-serif;">Booths in the parks have representatives selling Disney vacation packages for future visits.
 * <span style="font-family: Arial,Helvetica,sans-serif;">Stores with gifts and restaurants with food are on every corner for your convenience.

<span style="font-family: Arial,Helvetica,sans-serif;">2) Continuous Promotion <span style="font-family: Arial,Helvetica,sans-serif;">Walt Disney World is always advertising. They do not start, stop and then start again. They have a marketing budget and plan that’s designed to keep their message in front of audiences.

<span style="font-family: Arial,Helvetica,sans-serif;">Disney also continually sends direct mail pieces to past customers with varying offers.

<span style="font-family: Arial,Helvetica,sans-serif;">Disney’s promotions are designed to keep them in your mind. So when it’s time for vacationing, you think of going to Disney World or perhaps another (undefined) destination. But as Disney has kept itself in your awareness it is always a consideration. Other vacation destination have not established themselves nearly as well!

<span style="font-family: Arial,Helvetica,sans-serif;">3) Always Improve and Add to your Offerings <span style="font-family: Arial,Helvetica,sans-serif;">Disney is never complacent. They are always growing, building, expanding and improving. With their existing theme parks they continuously work to add in new attractions and shows. They update old outdated rides, as well as refurbish and modernize long standing favorites. <span style="font-family: Arial,Helvetica,sans-serif;">These regular improvements draw back repeat visitors, as well as impress new visitors – so they’re sure to come back.

<span style="font-family: Arial,Helvetica,sans-serif;">4) Tracking Business <span style="font-family: Arial,Helvetica,sans-serif;">Disney knows the times of year which are busy and those that are slow. They track attendance at their parks and resorts and plan accordingly. <span style="font-family: Arial,Helvetica,sans-serif;">Rather than simply accepting the slow times, Disney runs promotions to improve sales. If you look at Disney resort prices, each time of the year has a different rate. During summer time and Holiday weeks, when students are out of school, the price of a room is significantly higher than say in September. <span style="font-family: Arial,Helvetica,sans-serif;">When times are slow, as they are in September, Disney offers free meals with your lower priced room. They also target their advertising to people who do not have children in school, such as empty nesters and parents with toddler children. <span style="font-family: Arial,Helvetica,sans-serif;">Disney entices school age children during the year by offering school bands, cheerleading squads and other student groups opportunities to come to the parks and perform. These packages work to boost attendance as well as improve Disney’s reputation.

<span style="font-family: Arial,Helvetica,sans-serif;">Room Rates in two Disneyland Hotel. <span style="font-family: Arial,Helvetica,sans-serif;"> <span style="font-family: Arial,Helvetica,sans-serif;">We can see there are different between the price in different day among two hotel in Hong Kong Disneyland.

<span style="font-family: Arial,Helvetica,sans-serif;">Here are 4 Ocean Park marketing strategies: <span style="font-family: Arial,Helvetica,sans-serif;">The marketing strategies of Ocean Park are focus on four P’s (Product, Price, Place, and Promotion)

<span style="font-family: Arial,Helvetica,sans-serif;">1) Product: Develop a public relations team, tell our good stories. <span style="font-family: Arial,Helvetica,sans-serif;">Ocean Park is a product that was old, it was tired, it was grey, that’s what everybody said.Therefore Ocean Park develop a public relations team, whcih aim at ging out and “tell our good stories´. It was an important time to communicate with the media, as it aim to compete with Disneyland, didn’t want the public hearing nothing but “Mickey, Mickey, Mickey”. <span style="font-family: Arial,Helvetica,sans-serif;">2) Price: SmartFun Annual pass. <span style="font-family: Arial,Helvetica,sans-serif;">The SmartFun annual pass was another differentiator for Ocean Park because Disney (originally) didn’t offer one. SmartFun annual pass creates loyalty and a real sense of value.

<span style="font-family: Arial,Helvetica,sans-serif;">3) Place: Build up a sense of pride <span style="font-family: Arial,Helvetica,sans-serif;">Disney is a great brand, and one Hong Kong is lucky to get. Bit a lot of people look at it as an American brand. Ocean Park is home grown, and Hong Kong people take a lot of pride in it. They have memories growing up around the park, and Ocean Park want to build on that.

<span style="font-family: Arial,Helvetica,sans-serif;">4) Promotion: Enter a sea lion named Whiskers <span style="font-family: Arial,Helvetica,sans-serif;">Enter a sea lion named Whiskers, a sea lion character, who was developed from a live audition of potential mascots. When people think of the Ocean Park brand now they inevitably turn to Whiskers either the graphic version or the furry suited one.

<span style="font-family: Arial,Helvetica,sans-serif;">Based on above research, we can see Hong Kong Disneyland are focus more on the internal segment, like the customers satisfaction and the way to retain customer, while Hong Kong Ocean Park focus on the external segment, like setting up the public relation team, building up the mascot Whiskers, to attract the public.

<span style="font-family: Arial,Helvetica,sans-serif;">Pricing
<span style="font-family: Arial,Helvetica,sans-serif;">The pricing level of Ocean Park is overall cheaper than Disneyland.
 * || <span style="font-family: Arial,Helvetica,sans-serif;">**1 day Pass(Adult)** || <span style="font-family: Arial,Helvetica,sans-serif;">**Annual Pass (Adult)** || <span style="font-family: Arial,Helvetica,sans-serif;">**Wedding Ceremonies** ||
 * <span style="font-family: Arial,Helvetica,sans-serif;">**Disneyland** ||= <span style="font-family: Arial,Helvetica,sans-serif;">$350 ||= <span style="font-family: Arial,Helvetica,sans-serif;">$2400 ||= <span style="font-family: Arial,Helvetica,sans-serif;">$118880 up ||
 * <span style="font-family: Arial,Helvetica,sans-serif;">**Ocean Park** ||= <span style="font-family: Arial,Helvetica,sans-serif;">$250 ||= <span style="font-family: Arial,Helvetica,sans-serif;">$695 ||= <span style="font-family: Arial,Helvetica,sans-serif;">$108888 ||

<span style="font-family: Arial,Helvetica,sans-serif;">**Theme**

<span style="font-family: Arial,Helvetica,sans-serif;">**Disneyland** <span style="font-family: Arial,Helvetica,sans-serif;">Magical world base on stories of fantasy, adventure,space and American, with cartoon characters

<span style="font-family: Arial,Helvetica,sans-serif;">**Ocean Park** <span style="font-family: Arial,Helvetica,sans-serif;">Theme focus on lots of rides and animals museum

<span style="font-family: Arial,Helvetica,sans-serif;">**Top 25 Theme Park**

<span style="font-family: Arial,Helvetica,sans-serif;">

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">The Top 8 is all get by Disneyland

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">Ocean Park got 4800000 visitors, more than Hong Kong Disneyland 's 4600000, but the visitors of Ocean Park is drop by 4.6% this year and Disneyland 's visitors increase 2% this year.

<span style="font-family: Arial,Helvetica,sans-serif;">Strategy Analysismedia type="custom" key="9513178"
<span style="font-family: Arial,Helvetica,sans-serif;">Please refer to another page.

<span style="font-family: Arial,Helvetica,sans-serif;">Possible Actionmedia type="custom" key="9513180"
<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**//Weekdays Pass discount (W,T)//** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**//Annual Pass price reduction(W,T)//** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**//Wedding ceremonies price reduction(W,T)//** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">Those three are the Weakness of Disneyland pricing is much higher than Ocean Park and the Thread of competitor Ocean Park.

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**Expansion of facilities(W,O)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**Special zone for teenage (rides) (W,O)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">Those tow possible action is base on the Weakness of lack of facilities and park area is small and the Opportunity of Disneyland is there are lots of undeveloped area for adding facilities.

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**MTR ticket and 1day pass bundle(S,O)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">The Strength is that there are convenient direct massive transport MTR direct to Disneyland. The Opportunity is that the MTR merger.

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**Shows need to add more change and element** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**More attractive advertisement** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">The Opponent Ocean park get more new event and lots of advertisement than Disneyland.

<span style="font-family: Arial,Helvetica,sans-serif;">Conclusionmedia type="custom" key="9513182"
<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**Weekdays Pass discount (Suggested)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">This can attract more weekday customers with lower price

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**Annual Pass price reduction(Suggested)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">We only recommend to reduce the of weekday annual pass price, because if will not affect the visitor number and visitor capacity contrail of Holiday.

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**Wedding ceremonies price reduction(Not Suggested)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">We are not suggested to reduce the price of Wedding ceremonies, because what Disneyland selling on this part is the brand name and value bring to the customer such as, magical world, romantic, style etc. This is a unique feature. Reduction of price will affect the brand name and value deliver to customer.

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**Expansion of facilities(Suggested)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">We do suggest to expand the facilities of the theme park, because the area is too small for a theme park, customer will get bored easily and customer use only half of day to going through the whole park.

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**Special zone for teenage (rides) (Suggested)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">The rides are all design for kid, so the rides are not exciting enough for teenagers. We suggested to build a zone for teenager with more exciting rides.

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**MTR ticket and 1day pass bundle(Not Suggested)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">The customer come to Hong Kong not only for Disneyland, They mainly come for shopping. So the bundle will not work well actually.

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**Show need to add more change and element (Uncertain)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">Disneyland's show always the same, it make customer fell boring and lack of freshness, but actually it is costly, it may not worth to do.

<span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">**More attractive advertisement(Suggested)** <span style="background-color: transparent; color: #000000; font-family: Arial,Helvetica,sans-serif; text-align: start; text-decoration: none; vertical-align: baseline;">With new event and new pricing setting, Disneyland need more advertisement to attract customer to come and try something new.