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?