Your SlideShare is downloading. ×
Disney World Hong Kong   V 1 3
Upcoming SlideShare
Loading in...5
×

Thanks for flagging this SlideShare!

Oops! An error has occurred.

×
Saving this for later? Get the SlideShare app to save on your phone or tablet. Read anywhere, anytime – even offline.
Text the download link to your phone
Standard text messaging rates apply

Disney World Hong Kong V 1 3

7,246
views

Published on

Update on Hong Kong Disneyland for MBA trip to China

Update on Hong Kong Disneyland for MBA trip to China


1 Comment
0 Likes
Statistics
Notes
  • Be the first to like this

No Downloads
Views
Total Views
7,246
On Slideshare
0
From Embeds
0
Number of Embeds
1
Actions
Shares
0
Downloads
143
Comments
1
Likes
0
Embeds 0
No embeds

Report content
Flagged as inappropriate Flag as inappropriate
Flag as inappropriate

Select your reason for flagging this presentation as inappropriate.

Cancel
No notes for slide
  • This logo came out a little blurry…hopefully we can find a better one and change this.. KMS: Got an EPS/Lineart Logo http://www.youtube.com/watch?v=2WKtkaKwB_0&feature=related
  • Transcript

    • 1. Jaime Rosman & Karl M Schwartz
    • 2.  
    • 3. Agenda Disney HKD Issues Marketing Competition Present & Future
    • 4. Disney Facts
      • Four International Theme Parks:
        • USA
        • Disneyland Paris
        • Tokyo Disneyland
        • Hong Kong Disneyland
      • High standard of quality
      • Unique Disney experience
      Disney HKD Issues Marketing Competition Present & Future
    • 5. Timeline Disney HKD Issues Marketing Competition Present & Future
    • 6. Hong Kong Disneyland Facts
      • Took almost 6 years to realize from conception to opening
      • Opened September 12, 2005
      • $2.9 billion investment
      • Joint venture between The Walt Disney Company and the Government of the Hong Kong Special Administrative Region (HKSAR)
      • 57% (HKSAR) to 43% (Disney) Equity Structure
      • HKSAR covered over 80% of initial investment
      Disney HKD Issues Marketing Competition Present & Future
    • 7. Hong Kong Disneyland Facts
      • 5000 Cast Members (Staff)
      • “ Never a customer, always a guest”
      • Customer Base:
        • 1/3 from Hong Kong
        • 1/3 from Mainland China
        • 1/3 from International Tourists
      • In 2006, Hong Kong Disneyland ranked among the top five most popular places to visit in Hong Kong
      Disney HKD Issues Marketing Competition Present & Future
    • 8. Hong Kong Disneyland Facts
      • Four Themed Lands:
        • Mainstreet USA
        • Adventureland
        • Fantasyland
        • Tomorrowland
      • Two Hotels:
        • Hong Kong Disneyland Hotel
        • Disneyland’s Hollywood Hotel
      Disney HKD Issues Marketing Competition Present & Future
    • 9. Question
      • What sort of involvement does your major stakeholder have in day-to-day operations or long-term strategy?
    • 10.  
    • 11.  
    • 12. Cultural Assimilation
      • Feng shui masters were consulted
      • Deployment of five basic elements of “gold, wood, water, fire, and earth” were skillfully managed throughout the park
        • Alignment of the energies between the people and the spaces
      • Conscious play with the number “8” symbol of prosperity
        • Ballroom of Resort 888 square meters
      Disney HKD Issues Marketing Competition Present & Future
    • 13.  
    • 14.  
    • 15. Question
      • How to you determine what to keep true to Disney and how to you determine what to align with Chinese customs?
    • 16. Ticketing Fiasco
    • 17. Ticketing Fiasco
      • Chinese New Year on January 29,2006
      • Surge of visitors from mainland China
      • Flexible ticket scheme
      • Discrepancy in holiday calendars between mainland China and Hong Kong
      • Patrons were denied entry for three consecutive days
      HKD Issues Disney Present & Future Marketing Competition
    • 18. Other Difficulties
      • 2005
        • Long Lines at entrance and rides
        • High employee turnover
        • Press complains of being treated poorly
      • 2006
        • “ Ticketing Fiasco”
        • Degrading image due to low “citizenship”
        • Low attendance compared to projections
        • Press complains of being treated poorly
      HKD Issues Disney Present & Future Marketing Competition
    • 19. Question
      • What measures have been taken to deal with capacity problems?
    • 20. 2007 Promotional Film Marketing HKD Issues Present & Future Disney Competition
    • 21. Marketing
      • Targeted links on website for each group
      • Includes:
        • Activities
        • Entertainment
        • Special Events
      Marketing HKD Issues Present & Future Disney Competition
    • 22. Question
      • What are the major differences between marketing messages and mix here versus in the United States?
    • 23. Ocean Park
      • Marine Theme Park
      • Positioned as Hong Kong’s local theme park
      • Became much more aggressive in marketing and product development since the building of Hong Kong Disneyland was announced
      • Projected 30% loss in visitors once Hong Kong Disney opened, only had a 13% loss
      • Cheaper admission, consider better value
      Competition HKD Issues Present & Future Disney Marketing
    • 24. Hong Kong Wetland Park
      • Nature Preserve
      • Zoo-like
      • Observational / Learning themed
      Competition HKD Issues Present & Future Disney Marketing
    • 25. Ngong Ping 360
      • Cable Car Transportation
      • Less “Closed”
      • Nature/Culture themed
      Competition HKD Issues Present & Future Disney Marketing
    • 26. Expansion Plans
      • Currently utilizing half of the available land
      • Want to increase size of the park by 1/3
      • Approx. $500 million price tag on proposed expansion
      • Hong Kong version of the Magic Kingdom is the smallest of Disney’s theme parks.
      • Expansion is vital to the parks success
      Present & Future HKD Issues Marketing Disney Competition
    • 27. Halt Expansion Plans
      • As of March 16, 2009, Hong Kong Disneyland has put a hold on expansion plans
      • Failed to reach agreement with HKSAR to fund the expansion
      • Fired 30 Employees
      • “ The uncertainty of the outcome requires us to suspend all creative and design work on the project.” – Disney
      Present & Future HKD Issues Marketing Disney Competition
    • 28. Question
      • How are you going to be able to adapt/change without expanding?
    • 29. Future in Danger?
      • Steadily lost money since opening 9/2005
      • Some visitors say park too small to entice them back for a second visit.
      • Disneyland might open a Shanghai park:
        • Could open in 2014
        • Much larger
        • Easier for many Chinese families to visit
      • With Shanghai park, could mean a drop of as much as 60% in visitor numbers for Hong Kong
      Present & Future HKD Issues Marketing Disney Competition
    • 30. Question
      • With the proposed Shanghai park how is Hong Disney going to differentiate/compete?
    • 31. Questions Summary
      • What sort of involvement does your major stakeholder have in day-to-day operations or long-term strategy?
      • How to you determine what to keep true to Disney and how to you determine what to align with Chinese customs?
      • What measures have been taken to deal with capacity problems?
      • What are the major differences between marketing messages and mix here versus in the United States?
      • How are you going to be able to compete without expanding?
      • With the proposed Shanghai park how is Hong Disney going to differentiate/compete?
    • 32. Questions for us?
      • Molly, any questions?
    • 33. Sources
      • “ Hong Kong Disneyland 2007 Promo”, Nonzee Nimibutr, Jan Dara & Nang Nak / HKDL Source – http://www.youtube.com/watch?v=vFIKQXnD754
      • “ Hong Kong Disneyland: Where is the Magic?”, Chi Kin Yim / University of Hong Kong, 2007 – Exhibit 4
      • “ Chaos at Hong Kong Disneyland, Tracy Jonkivy / Associated Press ( http://associatedpress.com/ ), http://www.youtube.com/watch?v=yXaxGB9CBcE
      • “ Hong Kong Disneyland 2008 promo”, Hong Kong Disneyland, http://www.youtube.com/watch?v=jZHZDcgCao8
      • “ Hong Kong Wetland Park”, Trip Advisor, http://www.tripadvisor.com/Attraction_Review-g294217-d548055-Reviews-Hong_Kong_Wetland_Park-Hong_Kong_Hong_Kong_Region.html
      • “ Hong Kong Ngong Ping 360”, Trip Advisor, http://www.tripadvisor.com/Travel-g294217-d624841/Hong-Kong:China:Ngong.Ping.360.html

    ×