Preview

Hong Kong Disney Case

Best Essays
Open Document
Open Document
2475 Words
Grammar
Grammar
Plagiarism
Plagiarism
Writing
Writing
Score
Score
Hong Kong Disney Case
UNIT 2 CASE Study xi

Unit 2 Case Study: Hong Kong Disneyland
Margaret Taylor
MGT 614: Global and Transnational Management
Dr. Laura Mays
Tiffin University
May 26th, 2013

UNIT 2 CASE STUDY 1
Introduction
The purpose of this paper is to analyze the management strategies of Hong Kong Disneyland ,and the issues that have arisen. Hong Kong an amusement park built by the Disney Corporation and the Hong Kong government and opened in September 2005. The Disney Corporation was created in 1923 and become a global entertainment company. Disney owns 43 percent of the park and invested US$314 billion plus (Phatak et al., 2009, p. 154) while the Hong Kong government owns 57 percent and invested HK$23 billion. (Phatak et al., 2009, p. 148) Disney 's business model is to bring magic and enjoyment to their customers through their products. The theme park is one of four business segments. The four segments are studio entertainment, customer products, media networks, and parks and resorts. In 2005, ' ' The Parks and Resorts division also enjoyed 5% increase in revenue. ' '( Phatak et al., 2009, p.151) Disney decided to make another international resort after two global resorts were created: Tokyo Disney and Disney Paris. The case goes over how Disney wanted to create something better and learn from mistakes of previous parks. Many wondered if HKD would be as successful as Tokyo Disney or would be a flop similar to Disney Paris. Disney had to change many of their core ideas of a theme park because of their experiences of Disney Paris. There were many cultural issues that happened in Paris that Disney did not want to happen in Hong Kong, such as work environment, The French opinion on American companies, and allowing alcohol which is a part of French culture. Identification of the company’s strengths and weaknesses There are many strengthens of the


References: The Government of Hong Kong Special Administrative Region (2012). Trade and Industry Department: CEPA. Retrieved from http://www.tid.gov.hk/english/cepa/ Hofstede, G. (1997). Hong Kong - Geert Hofstede. Retrieved from http://geert-hofstede.com/hong kong.html Phatak, A. V., Bhagat, R. S., & Kashlak, R. J. (2009). International management: Managing in a diverse and dynamic global environment (2nd ed.). Boston: McGraw-Hill Irwin. Russell Beford (2012, October 30). Hong Kong holds on to second place in World Bank rankings of best business environments. Retrieved May 25, 2013, from http://www.russellbedford.com/index.php?option=com_content&view=article&id=542:hong-kong-holds-on-to-second-place-in-world-bank-rankings-of-best-business-environments&catid=34:news&Itemid=1 Tripadvisior (2012, August 26). Don 't waste your money and time! - Hong Kong Disneyland, Hong Kong Traveller Reviews - TripAdvisor. Retrieved from http://www.tripadvisor.com.au/ShowUserReviews-g294217-d543602-r138474287-Hong_Kong_Disneyland-Hong_Kong.html#REVIEWS W.C (2012, April). Mainland Chinese Presence in Hong Kong | Top Secret Writers. Retrieved from http://www.topsecretwriters.com/2012/04/mainland-chinese-presence-in-hong-kong/
Continue Reading
View Writing Issues

You May Also Find These Documents Helpful

  • Satisfactory Essays

    Disney Asia
    • 386 Words
    • 2 Pages

    Disney Asia

    With its large population, and low number of theme parks, Asia is an attractive location for Disney. Already, the company has been successful in Tokyo. While its park in Hong Kong has been less profitable, the company believes that further expansion into the region is worthwhile. However, the company faces a number of cultural challenges that must be overcome. Certainly language poses a problem for the company. At Hong Kong Disneyland, the company has chosen to be trilingual for example. In addition to dealing with language differences, Disney must also tailor other components to meet the local needs. The Hong Kong location includes more covered space to allow people to enjoy the park without dealing with the region’s rainy weather, special gardens for picture taking that appeal to the preferences of tourists visiting the park have been created, and the menu has been adapted to local preferences. Plans for the Shanghai location will incorporate Chinese cultural features as well as more traditional Disney themes.…

    • 386 Words
    • 2 Pages
    Satisfactory Essays
    Read More
  • Better Essays

    BMGT 392
    • 1330 Words
    • 6 Pages

    BMGT 392

    Organization, W. T. (2010). Economic Environment: Hong Kong. Retrieved September 16, 2011, from Word Trade Organization: http://www.wto.org/index.htm…

    • 1330 Words
    • 6 Pages
    Better Essays
    Read More
  • Powerful Essays

    Tokya Disneyland , Disney in Asia
    • 1290 Words
    • 6 Pages

    Tokya Disneyland , Disney in Asia

    Building and investing in a multi-billion dollar theme park would represent another major, long-term commitment for The Walt Disney Company. Therefore, much research and planning were involved in this decision. In addition to the attractiveness of each of the remaining cities, Shanghai and Hong Kong, the market characteristics of the demand for theme park experiences by the Chinese people would have to be carefully evaluated.…

    • 1290 Words
    • 6 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Trust Between China's Communist Party-State And Chinese Citizens
    • 3589 Words
    • 15 Pages

    Trust Between China's Communist Party-State And Chinese Citizens

    ChengYang. (2014). China issues white paper on policy in Hong Kong. Xinhua. Retrieved from http://news.xinhuanet.com/english/china/2014-06/10/c_133396220.htm…

    • 3589 Words
    • 15 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Euro Disney
    • 2985 Words
    • 12 Pages

    Euro Disney

    No author, (n.d). Case study of euro Disney (MGMT322). Retrieved on April 25, 2008 from…

    • 2985 Words
    • 12 Pages
    Powerful Essays
    Read More
  • Powerful Essays

    Disney Theme Parks
    • 2251 Words
    • 10 Pages

    Disney Theme Parks

    As the well-known multinational enterprise, Walt Disney company has achieved a great success in its oversea project. The company set up Disneyland in Japan, France and China successively. But it carried out different policies according to different areas. The report will analyze the motivations of setting up abroad. And define…

    • 2251 Words
    • 10 Pages
    Powerful Essays
    Read More
  • Good Essays

    Disney: Losing Magic in the Middle Kingdom - Executive Summary
    • 773 Words
    • 4 Pages

    Disney: Losing Magic in the Middle Kingdom - Executive Summary

    With a revenue of $10.6 billion, Disney was one the global players in the theme park entertainment industry. The first Disneyland theme park was opened successfully in California in 1955, following Disneyland theme parks in Florida, Tokyo and a less successful one in France. In order to raise awareness of the brand “Disney” in China, another Disneyland was to be set up in Hong Kong in cooperation with its government. Hong Kong was thought to be well suited as a location for a new park, the population was receptive to foreign and new things and, due to Disney’s presence in television and cinema, children were familiar with the Disney characters. On the other hand, there were many characteristics of the Hong Kong population, which contradicted Disney’s factors of success. First of all, the number of children in Hong Kong, Disney’s target audience, was quite low and expected to drop in the future. Second, parents focused on their children’s education and not their entertainment. Inhabitants were known to be very busy and impatient, making them unsuited for rides with long waiting time. As experienced in Tokyo, the biggest group of adult visitors was married women having the time to take their children to the park. Because women in Hong Kong usually kept on working after marrying, another target group was unreachable in Hong Kong. For Hong Kong’s inhabitants their entertainment had to be convenient, comfortable, fast and inexpensive, characteristics that Disneyland didn’t fulfil. Last but not least, tourists visiting Hong Kong were either mainlanders, who weren’t familiar with Disney, or overseas, who travelled there to experience the authentic Hong Kong feel. Nevertheless Disneyland Hong Kong was being built.…

    • 773 Words
    • 4 Pages
    Good Essays
    Read More
  • Powerful Essays

    Disney: Losing Magic in the Middle Kingdom
    • 16122 Words
    • 65 Pages

    Disney: Losing Magic in the Middle Kingdom

    negative media coverage both before and after the launch. The park suffered a major blow…

    • 16122 Words
    • 65 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    SWOT Of Disneyland HK WT

    • 324 Words
    • 1 Page

    SWOT Of Disneyland HK WT

    Most important is the emergence of Shanghai Disneyland, in recent years, Hong Kong Disneyland mainly served the guest who came from mainland China, after the inauguration of Shanghai Disneyland, Hong Kong Disneyland will face a serious challenge cause Shanghai Disneyland will have two themed hotels, a lake, and large venues for retail shopping, dining and entertainment which is more attractive than Hong Kong Disneyland.…

    • 324 Words
    • 1 Page
    Satisfactory Essays
    Read More
  • Powerful Essays

    JIanhong Shark Fin Soup Case
    • 1161 Words
    • 4 Pages

    JIanhong Shark Fin Soup Case

    Hong Kong Disneyland, a 310-acre amusement park, is a joint venture between the Hong Kong government, who possesses 57 percent of the project, and Disney. The project is an adaptation of the American Disneyland but on a smaller scale. The aim of the project is to provide a family vocation resort to this financial based city. Though the project brings significant economic values to the city by creating new jobs and attracting visitors, it also suffers criticism. The major issues focus on the pollution, consumption of endangered animals, and labor issues.…

    • 1161 Words
    • 4 Pages
    Powerful Essays
    Read More
  • Good Essays

    Tourism in Hong Kong
    • 694 Words
    • 3 Pages

    Tourism in Hong Kong

    In the light of the lack of attractions, Hong Kong government introduces Disneyland to the city. To a certain extend, the Disneyland proposal is a high sounding one. ¡§Disneyland is unable to understand the Asian mind-set in terms of their customer and staff¡¨ (¡§Disneyland finds¡¨,2006). The failure of Disneyland to understand the culture of China makes it receive a bunch of compliant letters. Disneyland then appears to be struggle very hard to build up its goodwill in the region.…

    • 694 Words
    • 3 Pages
    Good Essays
    Read More
  • Good Essays

    Brawl in Mickeys Backyard
    • 1152 Words
    • 5 Pages

    Brawl in Mickeys Backyard

    1. What is the focal organization in this case, and what is the main issue it faces?…

    • 1152 Words
    • 5 Pages
    Good Essays
    Read More
  • Powerful Essays

    Marketing Plan for Hong Kong Disneyland
    • 9123 Words
    • 37 Pages

    Marketing Plan for Hong Kong Disneyland

    The main objective of this report is to provide a strategy that will enable Hong Kong Disneyland to enhance its competitiveness in the Hong Kong market. In this manner, the report provides the issues that affects the performance of Hong Kong Disneyland and provides the perceived solutions to ensure that the company is on track of achieving the goal of being competitive. In order to find a better solution for these issues, analysis of the company, through the use of different marketing tools has been conducted. For example, to analyze the internal environment of Hong Kong…

    • 9123 Words
    • 37 Pages
    Powerful Essays
    Read More
  • Satisfactory Essays

    Marketing Case Study - Disneyland Hong Kong
    • 1118 Words
    • 3 Pages

    Marketing Case Study - Disneyland Hong Kong

    The venture into Hong Kong by Walt Disney was a simple example of a large successful western company not doing its homework. The case presents a clear picture of the importance of understanding a foreign market thoroughly before doing business there. Several factors led to an unsuccessful first year of operations and a majority of these factors could have been avoided with a better cultural understanding in the planning stages. One of the culture differences that was obvious to Disney was the fact that the children are not familiar with the Disney characters. Disney has established its brand and is a marketing poster child in the United States, however this advantage goes out the window in a country such as china that has sheltered itself from the outside world until recently. Disney thought that making a meager attempt at introducing the characters before the launch of the park would help, however familiarity isn’t synonymous with brand attachment. As listed in Global Marketing Management by Kotable & Helson, “Cultural Distance” is one of the six external criteria for choosing a mode of entry into a foreign territory, which was not accounted for by Disney. Cultural distance also recognizes the fact that different cultures have different expectations. This was also the case with China. As stated in the case, “for the tourists of Mainland China, going to Hong Kong means a shopping experience, and so they choose the cheaper alternative to Hong Kong Disneyland…” The case goes on to allude to the fact that the culture in China is one about dollars and cents – when a Chinese person spends his/her money, they are more interested in what they are physically getting. This is very…

    • 1118 Words
    • 3 Pages
    Satisfactory Essays
    Read More
  • Satisfactory Essays

    BRAND of hk disneyland
    • 7340 Words
    • 26 Pages

    BRAND of hk disneyland

    Introduction, Brand equity P.2 Brand equity Brand image P.3 CBBE Pyramid salience,Performance and imagery dimensions P.4-5 CBBE Pyramid - judgement and feelings dimensions P.5-6 CBBE Pyramid - resonance dimensions Brand Product Matrix P.6 7Ps P.7-9 Concusion P.9 Reference List P.10 Introduction Hong Kong Disneyland had been run 8 years from 2005 to now. Its different from other Disneyland, because Hong Kong Disneyland is founded by the corporate of Hong Kong government and Walt Disney Company, Hong Kong government own 52 and Walt Disney own 48 stocks. According to their website (Hong Kong Disneyland), vision of Hong Kong Disneyland is to be the main resort destination in Asia, to bring the magical memories to the guest. Thus, there mission is delivers a world-class experience through creativity, build the happiness feeling reside on the guests mind. They target all ages guest especially the kids with there parent. So, Im going to analyze this brand, to found out how and is or isnt it met their mission and vision. Brand development decisions After analyze their Annual Business Review 2013 (ABR2013), I found that there net profit in 2013 is the double of 2012, about 242 millions. In the past, Disneyland is always lost money from 2005 to 2011. (SCMP) According to the brand strategy model (Riezebos, 2003), Hong Kong Disneyland is using the Winning strategy and Added Value strategy to growth there profit and brand equity. Brand Equity of Hong Kong Disneyland Walt Disney is an already well know world-class corporate, Disneyland is one of there business. Presumably, Hong Kong every one and many foreign knows that who is Disneyland and what about Disneyland. It had reflected that they have strong brand recognition of their brand. They had used the free Disneyland umbrella gift to…

    • 7340 Words
    • 26 Pages
    Satisfactory Essays
    Read More

Related Topics