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Hong Kong Disneyland
A place where dreams come true?Bain & Co.
Case Presentation
Claire Ng | Timothy Khoo| Ng Shao Quan | Shane Ng
AGENDA
SWOT Analysis
What should Disney do?
Competitor Analysis
Strategy
Conclusion
SWOT
STRENGTHSThe magic of DisneyOrganizational Learning (Cultural adjustment)Government Support
OPPORTUNITIESPotential markets. (China) Big Affluent
WEAKNESSESInsufficient crisis management planningTop-down approachLow employee performance and morale Unsatisfactory customer experience
THREATSCompetitive business environment Direct competitors (Ocean Park)Potential entrants (Shanghai Disneyland) Substitutes (Hong Kong’s entertainment industry)
COMPETITOR ANALYSIS
USPUnique Selling Point
LOCATION
TARGET
CSR
ATTRACTIONS
HK DISNEYLAND
Magical experience and story telling theme with foreign appeal
Outlying island – Lantau Island
Affluent Chinese – couples, families who are interested in this magical experience
Minimal
22 attractions with 1 original attraction unique to HKD
OCEAN PARK
Edutainment
Central district
Family, teenagers
Yes
40 attractions with 7 themes
CUSTOMER PROFILE
MAINLAND CHINESE
Inquisitive Showcase to them the dreams and fantasies of kids
Desire to travel Experience an exotic and magical experience.
Confident and Proud in Chinese cultureAssimilating elements of Chinese culture.
WHAT SHOULD DISNEY DO?
2. STRENGTHEN BRAND EQUITY
3. IMPROVE RELATIONS WITH STAKEHOLDERS
1. IMPROVE CUSTOMER SERVICE
IMPROVING CUSTOMER SERVICE
STRENGTHEN DISNEY STORYLINE
SITE EXPANSION
ENHANCE INTERACTIVE EXPERIENCE
SOUVENIRS
STRENGTHEN BRAND EQUITY
PARTNERSHIP WITH GIORDANO?
PRE-EMPTIVEPRICING STRATEGY
RELATING TO STAKEHOLDERS: HR
RECRUITMENT• Assess intrinsic
qualities
REWARDS•Incentive system
WORKING ENVIRONMENT
FLATTER ORGANISATIONAL
STRUCTURE• Increase autonomy• Feedback channel
RELATING TO STAKEHOLDERS: MANAGEMENT
DO AWAY WITH BEING ADVERSARIAL -Apologize-Compensate-Cooperate and be friendly
SHOW SOME LOVE TO THEIR STAFF-An Incentive System
-Cut out the western superiority-Increase autonomy
RELATING TO STAKEHOLDERS
CONCLUSION
QUESTIONS?