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  • 1. Marketing Strategy for Disneyland International Expansion[BUSS412] International MarketingCase : Disneyland in HongKong
  • 2. Contents1. Case Summary3. Challenges4. Suggestion2. Marketing Strategy
  • 3. "The mission of The Walt Disney Company is to be one ofthe worlds leading producers and providers ofentertainment and information. Using our portfolio ofbrands to differentiate our content, services and consumerproducts, we seek to develop the most creative, innovativeand profitable entertainment experiences and relatedproducts in the world."Disney CorporationMission / Vision Statement
  • 4. 01Disney Land• California, USA• Opened in 1955Differentiated Entrance will beshown:guests will enter through a lush11-acre area featuring water andtrees, where they will be greetedby costumed charactersDisney’s biggest castle will beexisted.
  • 5. 01DisneyWorld Florida, USA Opened in 1971
  • 6. Disney Sea
  • 7. 02Your Text HereThe first Disney themepark to open outside theUnited States consisting ofseven principal areas
  • 8. 02Disney ResortTokyo Disneyland is the exact replica ofthe American park except some basiclocalization such as having Japanesesignage and local foods⇒Due to the Craving for American Culture by theJapanese people, it proved to be a big successfrom the beginning.96% of visitors were Japanese(2007)73% of visitors were female (2007)The first Disney theme park to open outside theUnited States consisting of seven principal areas :Adventureland, CritterCountry, Fantasyland, Tomorrowland, Toontown,Westernland and World Bazaar
  • 9. Paris, FranceHow government reactedto Disneyland?Extension of Paris railway to the park ($350M)Making cheap land available to build the parkLending Disney 22% of the funds necessary to buildDisney being the largest shareholder with 49% of thesharesmanagement fee and royalty paymentsWho is responsible formanaging the Disneyland?Euro Disney S.C.A. and its subsidiaries operateDisneyland Parismanages and has a 40% equity interest in EuroDisney S.C.ADisney S.C.A. is required to pay royalties andmanagement fees to the Company based on theoperating performance of the resort02Euro Disney
  • 10. Problemsin FranceFormer critical views by FrenchDiscontent with no alcohol policyWorrying cultural imperialismExchange rate fluctuationsdiscouraged other EuropeanvisitorsCold weather (geographical problem)
  • 11. 03Your Text HereThe first Disney themepark to open outside theUnited States consisting ofseven principal areas
  • 12. Disneyland will bringabout a change in theatmosphere, the one withinternational brandidentity and differentcultural background.“We have a special opportunity to build a resort that reflects everythingwe have learned from our various parks around the world,”Mr. Iger (CEO of Disneyland)
  • 13. Thank you for listening