Service Performance Evaluation: Hong Kong Disneyland Presentation

This presentation provides an analysis of the service performance at Hong Kong Disneyland, focusing on key areas such as service quality, forecasting demand, and the overall operational strategies employed by the theme park. The presentation identifies issues related to meeting customer expectations, differentiating services from other global Disney parks, and the need for innovation to enhance customer experiences. Strategies discussed include differentiating services, improving service quality, implementing new attractions like laser gun fights, and enhancing the accommodation capacity. Furthermore, the presentation highlights the importance of accurate demand forecasting for effective strategy formulation and suggests incorporating 3D experiences to improve customer satisfaction and competitiveness. The report also provides a financial overview of HKDL's revenue and EBITDA in 2018.

SERVICE OPERATIONS
MANAGEMENT

SERVICE PERFORMANCE
• The business of Disneyland Hong Kong is considered for the analysis and
the presentation would be portraying the service performance of the theme
park.
• In addition to this, emphasis would also be placed in the overall quality of
services and how satisfied are the customers with the services which is
provided by the business.
• The park have different sections for different attraction sites for the people
so that more and more people can be attracted towards the activities of the
park.

REASON FOR SELECTION
• The service performance is an
important consideration as the
people are attracted to the same.
• In addition to this, management
of the park can differentiate the
services on the basis of the
service performance.

ISSUES IDENTIFIED
• The business has been following
the trend of other global theme
parks of Disney itself and
therefore has not been able to
meet the expectations of the
people.
• Moreover, the global customers
are not attracted as nothing
different is offered by the
business which needs to be
changed.
• The services and tours areas
involves same toy land, castles,

STRATEGIES IMPLEMENTED
• The management of the company is trying to implement a strategy so that
it can differentiate the services which is provided and also the tour options.
• This would enhance the demand of the park and attract more customers to
the park which in turn would increase the revenue which is generated by
the business.
• One of the improvements which has been brought about is shown in the
next slide.

SERVICE QUALITY
• The quality of services which is provided by the business needs to be
appropriate and the customers should be centre of attention for the
business.
• The nature of the service which is provided by Hong Kong Disneyland itself
portrays the service concept to the people and the staff members are also
aware regarding what kind of services is expected from the theme park

REASON FOR SELECTION
• The reason for selection of quality
parameter is because of the fact
that appropriate quality of
services would attract more
customers and enhance the level
of service of the business.

ISSUES
• The issues which is faced by the
business in basically in the same
product which is provided by the
business.
• The business needs to
differentiate the products which is
offered and ensure that the
management is able to attract
more customers.

STRATGIES
• The strategies which needs to be implemented by the business should aim
to enhance the quality of services which is provided and ensure that the
customers have a good experience.
• One of the new products which the company has introduced is laser gun
fights which features marvel characters such a Ant man and Wasp/

FORECASTING DEMAND
• The demand for the products which is provided by the business is important
and the same helps the business in framing the strategies of the business.
• In fiscal 2018 , HKDL delivered record high revenue and earnings before
interest, taxes, depreciation and amortisation (“EBITDA”). Revenue
increased by 18% from the prior year to HK$6.0 billion and EBITDA grew by
48% to HK$1.4 billion. Net profit/(loss) improved by HK$291 million over the
prior year, reducing net loss by 84% to HK$54 million.

REASON FOR SELECTION
• It is on the basis of the demand
estimation of the number of
visitors that strategies and
policies of the theme park are
framed.
• Therefore the same can be
considered to be important and
essential for growth and
development of the business.

ISSUES
• The management of theme park
needs to appropriate forecast the
demand and formulate strategies
so that the demand can be
enhanced further for the
business.

STRATEGIES
• The business should focus more on innovation and implementation of 3D
experience in all of the shows and performance of the staffs. This would
help in providing a better experience for the customers and thereby also
help the theme park compete against other global parks. The purpose of
the management should be to differentiate the products which is being
offered and ensure that more customers are attracted and more revenue is
generated.
• The business needs to enhance the accommodation in Disney lands so that
more customers can be accommodated and thereby enhance the capacity
of the business to serve more customers on a regular basis.

THANKING YOU