Marketing and Management Case Study: Disneyland Hong Kong

MARKETING AND MANAGEMENT

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Table of content
1. Overview 2
1.1 Describing the case study 2
1.2 Key lessons from the marketing point of view 2
2. Analysis 2
2.1 Main services 2
2.2 Appropriateness of services and ability to improve 3
2.3 Relation of service to the market 3
3. Reinventing product offering 3
3.1 SWOT analysis 4
4. Conclusion 5
Bibliography 6

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1. Overview
1.1 Describing the case study
As it is already known, Disney is the umbrella organisation which has given brands like the
Disneyland theme parks having outlets all around the world. In order to directly interact with the
fastest growing country, Disney had decided to open its theme park in Hong Kong. By
conducting overall analysis, it was concluded that Disneyland Hong Kong was sure to attract a
large crowd1. The Disneyland company had begun its operations in order to promote the
domestic tourism industry of Hong Kong as well as the economy After it was severely hit by the
Asian financial crisis. During its operations, Disney company faced challenges in terms of
integration of culture, environmental concerns and failure to appropriately analyse the Hong
Kong market.
1.2 Key lessons from the marketing point of view
By reviewing the case study it is easy to identify the critical issues that were associated with the
launching of the Hong Kong park. The first lessons were that Disney underestimated the
market. The local market of Hong Kong is very small in comparison to the wang dong province.
The foreigners are also present in Hong Kong without any visa issue. Another lesson that
surmised on the basis of the case study is the Disney was unable to understand the additional
market dynamics in addition to identifying the target demography. The most vital lesson that can
be considered by reviewing the case study is that the organisation required a large volume of
workers and continuously train them to make the park operational.
2. Analysis
2.1 Main services
The Hong Kong Disneyland offers entertainment and Hospitality Services the consumers. They
are also responsible for conducting in town check-ins, transportation as well as luggage
services and booking dining reservations. In order to promote customer satisfaction,
Disneyland also provides access to attractions for guests with disabilities2The company also
operates daily bus services so that interested consumers can easily access the theme park as
well as the resort. In order to improve guest relations, the customers can easily obtain the
important information related to park and resort by providing times guide and guide maps. In
order to provide excellent services to foreign customers, Disneyland company also operates of
foreign currency exchange.
1 Ahn, M.J. and McKercher, B., 2015. The effect of cultural distance on tourism: A study of international
visitors to Hong Kong. Asia Pacific Journal of Tourism Research, 20(1), pp.94-113.
2 (Agyeiwaah, Adongo, Dimache and Wondirad, 2016).