Hong Kong Disneyland Team Members • Sudhir Singh Rajput • Yatish Mittal • Amit Yadav • Arun Joshi • Anurag Shukla • Vikrant Arora
ABOUT DISNEY• The Walt Disney Company (NYSE: DIS) Founded on October 16, 1923 as Disney Bros. Studios• By brothers Walter Elias Disney (1901-1966) and Roy O Disney (1893-1971)• Incorporated in 1938 as Walt Disney Productions
Disney Mission Mission Statement “the Walt Disney company is committed to balancing environmental stewardship with itscorporate goals and operations throughout the worlds”
Disney Vision Vision Statement“to make people happy”
Business Diversity TV Networks Motion Pictures Theatres Animation Park & resorts Media Networks Consumer Products
Hong Kong Disneyland• Opening :- September 12, 2005• Cast Member :- 5000• A joint venture between The Walt Disney Company and the Government of the Hong Kong Special Administrative Region (HKSAR Government).• In 2006, Hong Kong Disneyland ranked among the top five most popular places to visit in Hong Kong.
Attractions- Main Street, U.S.A.- Pirateland- Fantasyland- Tomorrowland
Disney opened its first non- U.S. park in Tokyo, Japan in 15 April1983. Cost US$1.4 billion Joint venture between Mitsui and Keisei Financed by Oriental Land Co. to minimize the risk Disney was as licenser and designer Received US$100 million royalty Support and attendance
France was the largest consumer It also named Euro Disney Came in operation in 1992 after a long negotiation Avoid mistake Problems -cost overrun -No profit Added new theme park-Walt Disney Studio Loss-US$190million
Reason Primary language is French Recruitment and training process are not well Dress code Disney policy of banning alcoholic beverages
Different Outcomes Disney so successful in Tokyo and largely failure in Paris Americana represented by Disney was an asset in Japan but liability in France Revers cultural imperialism HRM requires happiest place on earth
US JAPAN FRANCEPRODUCTMICKEY MOUSE Sqeaky-clean ,all Safe and reliable Cunning , street american boy smart detectiveCOWBOY Rugged , self - Quintessential Carefree , anti reliant team player establish individualSOURENIRS Fun part of Use as a Tacky , waste of experience mementos and money gift giving , sembetsu
Hong Kong Tourism Industry Tourism is the fastest growing of the Four Pillar Industries in Hong Kong. The industry is relatively labor intensive and thus is an important driver for generating jobs. Between 2000 and 2009, 28.4% of the new jobs created were in the tourism sector.
Tourism performance Economic significance of tourism in Hong Kong – HK$52.3 billion value added, 3.4% of GDP – Employs a workforce of over 190 000 Total visitor arrivals in 2009: 29.6 million (+0.3%) 35 Visitor Arrivals (in millions) 30 Other markets Mainland 25 20 15 10 5 0 98 99 00 01 02 03 04 05 06 07 08 09
Ocean Park Occupied a quasi-monopoly position Founded in 1977 Located near Hong Kong Central District Had an annual attendance of more than 4 million visitors Ranked one of the top amusement park in the world by Forbes Magazine in 2006
Hong Kong’s Disneyland Disney initiated a conversation with the HKSAR government in Aug 1998 Initially planned to simply run the park on a management fee and Licensing contract basis Created 18,400 jobs and was expected to increase 35,800 in 20 yrs 3.4 million visitors attracted to the park Over a period of 40 years, it was forecast that HKD would generate an economic benefit equivalent to KH $ 148 billion
The Concluded Deal After a year of negotiation the final contract was signed in December of 1999 Hong Kong International Theme Park Limited(HKITP) , The joint venture formed between Disney and the Hong Kong government in Dec 1999 While Government developed the infrastructure, Disney provided master planning, real estate development, production development…. Disney also set up a wholly owned subsidiary, Hong Kong Disneyland Management Limited, to manage HKD on behalf of HKITP
“This is a happy marriage between a world-class tourism attraction and a world class tourist destination. We hope that Hong Kong Disneyland will not just bring us more tourists, but also wholesome quality entertainment for local families as well”. – Stephen IP, Hong Kong Secretary for Economic services
A Rocky Start 4 weeks prior to the official opening, HKD invited 30,000 selected individuals per day to visit the park to test the rides and other attractions. The firs problem noticed was that capacity limit of 30,000 visitors may have been to high. The park faced another problem when inspectors from the Hygiene department were asked to remove their badges and caps .
OPERATIONS1) Product Offerings :• Ticket Price – HK$ 295 for weekdays & HK$ 350 for weekends & peak days.• Special passes – HK$ 250 for child & HK$ 200 for seniors aged above 60.• Ticket Booking – Via website & travel agencies.
Classic Attractions DumboMad hatter Tea Space Cups Mountain
Mainstreet USASteam train atMain Street fortour of thepark
Fantasy Land• Sleeping beauty castle• Also include Dumbo & Winnie the pooh• Mickey, Minnie & other popular Disney characters
Adventure land • Includes Tarzan’s tree house • Festival of the Lion’s King ShowJungle river cruise
Tomorrow Land• Includes science fiction & space adventures.
HKD’S Hotel Disney’s Hollywood HotelHong kong Disneyland Hotel
2) Marketing :• HKD collaborated with Hong Kong govt. to promote the park.• A TV program „Magical world of Disneyland‟ was broadcast in Hong Kong.• HKD also launched a special TV channel on local cable TV.• HKD launched Disney theme on the apparel of Giordano.
2) Marketing :• HKD outsourced a part of marketing to Color Life magazine to feature the grand opening of HKD.• Comp. donated 200 HKD umbrellas to newsstands in Guangzhou to gain more publicity.• HKD partnered with Communist Youth League of China to run special events for children (Mickey Mouse drawing competition).
3) Human Resource Management : In April 2005 HKD launched one of the city‟s largest recruitment event. Employees were referred as cast members. In Jan. 2005 HKD sent 500 cultural representatives to Walt Disney World in Orlando for a 6 month training. Hong Kong crew was trained as per the standards set by Walt Disney.
3) Human Resource Management :Employees have opportunity to work in various divisions like merchandising, food & beverage operations, park operations, custodial services, hotel operations.Employees were provided with Handbooks by HKD which included all the rules & regulations.
4) Local Cultural Responsiveness : Feng Shut masters were consulted for advice on park layout & design. New construction always began with good luck ceremony. A ballroom was constructed to be 888 sq. mt. as 8 was considered lucky no. & signifies good fortune. The Hotels skipped 4th Floor as 4 was considered unlucky by Chinese.
4) Local Cultural Responsiveness :Signs in the park were written in both Chinese & English.Adaptation was even in the toilets.Restaurants offer a wide variety ranging from American Burgers & French fries to Chinese dim sum & sweet & sour pork.
Flaws in Ticket System Offered Discount Tickets Which Can Be used any day in given Period of 6 months except Special Days. Which Leads to Disaster for HKD.
Failed to learn the Chineseculture and consumption habitMore than300 claims by travel agencies.
Customers Complaints Few HongKong Themed AttractionMistreated by HKD’s EmployeesLack of Safety
Statistics Visitor numbersFirst year fell 20% in - Park the secondattracted In 2007- year to5.2 millio 4.5 million 4 million n below Increased by In the its 8% in the 2009/20 target third year- 10 - 5.23 of attracting a million 5.6 mill total of ion 4.5 million
HKD’s RESPONSETo tackle following problem :- Low park attendanceLimited attractionLong queuesDisgruntled employees &guests’ accounts of rude treatment
New Promotions Ticket discounts for local customers (HK$ 50 / US$ 6.41) Ticket express package 50,000 taxi drivers were invited to HKD free of charge in given time 50% discount to 3 family members or friends of taxi drivers “ One day trip Guide ’’ in Mandarin Launching free to air channel and endorsing the brand by local celebs Local TVC, Testimonials, Enticing scene from inside HKD