Hong Kong Disneyland 6z543v
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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 Competitor Analysis What should Disney do? Strategy Conclusion
SWOT STRENGTHS
The magic of Disney Organizational Learning (Cultural adjustment) Government
WEAKNESSES
Insufficient crisis management planning Top-down approach Low employee performance and morale Unsatisfactory customer experience
OPPORTUNITIES Potential markets. (China) Big Affluent
THREATS
Competitive business environment Direct competitors (Ocean Park) Potential entrants (Shanghai Disneyland) Substitutes (Hong Kong’s entertainment industry)
COMPETITOR ANALYSIS USP Unique Selling Point
LOCATION TARGET CSR ATTRACTION S
HK DISNEYLAND
OCEAN PARK
Magical experience and story telling theme with foreign appeal
Edutainment
Outlying island – Lantau Island
Central district
Affluent Chinese – couples, families who are interested in this magical experience
Family, teenagers
Minimal
Yes
22 attractions with 1 original attraction unique to HKD
40 attractions with 7 themes
CUSTOMER PROFILE
Inquisitive Showcase to them the dreams and fantasies of kids
MAINLAND CHINESE
Desire to travel Experience an exotic and magical experience.
Confident and Proud in Chinese culture Assimilating elements of Chinese culture.
WHAT SHOULD DISNEY DO?
1. IMPROVE CUSTOMER SERVICE
2. STRENGTHEN BRAND EQUITY •
3. IMPROVE RELATIONS WITH STAKEHOLDERS
IMPROVING CUSTOMER SERVICE
STRENGTHEN SITE EXPANSION DISNEY STORYLINE
ENHANCE INTERACTIVE SOUVENIRS EXPERIENCE
STRENGTHEN BRAND EQUITY
PARTNERSHIP WITH GIORDANO?
PRE-EMPTIVE PRICING STRATEGY
RELATING TO STAKEHOLDERS: HR
RECRUITMENT REWARDS
•Assess intrinsic qualities • •
•Incentive system • •
FLATTER WORKING ORGANISATIONAL ENVIRONMENT STRUCTURE • •Increase autonomy • channel
RELATING TO STAKEHOLDERS: MANAGEMENT SHOW SOME LOVE TO THEIR STAFF -An Incentive System -Cut out the western superiority -Increase autonomy
DO AWAY WITH BEING ADVERSARIAL -Apologize -Compensate -Cooperate and be friendly
RELATING TO STAKEHOLDERS
CONCLUSION
QUESTIONS?
Bain & Co. Case Presentation Claire Ng | Timothy Khoo| Ng Shao Quan | Shane Ng
AGENDA SWOT Analysis Competitor Analysis What should Disney do? Strategy Conclusion
SWOT STRENGTHS
The magic of Disney Organizational Learning (Cultural adjustment) Government
WEAKNESSES
Insufficient crisis management planning Top-down approach Low employee performance and morale Unsatisfactory customer experience
OPPORTUNITIES Potential markets. (China) Big Affluent
THREATS
Competitive business environment Direct competitors (Ocean Park) Potential entrants (Shanghai Disneyland) Substitutes (Hong Kong’s entertainment industry)
COMPETITOR ANALYSIS USP Unique Selling Point
LOCATION TARGET CSR ATTRACTION S
HK DISNEYLAND
OCEAN PARK
Magical experience and story telling theme with foreign appeal
Edutainment
Outlying island – Lantau Island
Central district
Affluent Chinese – couples, families who are interested in this magical experience
Family, teenagers
Minimal
Yes
22 attractions with 1 original attraction unique to HKD
40 attractions with 7 themes
CUSTOMER PROFILE
Inquisitive Showcase to them the dreams and fantasies of kids
MAINLAND CHINESE
Desire to travel Experience an exotic and magical experience.
Confident and Proud in Chinese culture Assimilating elements of Chinese culture.
WHAT SHOULD DISNEY DO?
1. IMPROVE CUSTOMER SERVICE
2. STRENGTHEN BRAND EQUITY •
3. IMPROVE RELATIONS WITH STAKEHOLDERS
IMPROVING CUSTOMER SERVICE
STRENGTHEN SITE EXPANSION DISNEY STORYLINE
ENHANCE INTERACTIVE SOUVENIRS EXPERIENCE
STRENGTHEN BRAND EQUITY
PARTNERSHIP WITH GIORDANO?
PRE-EMPTIVE PRICING STRATEGY
RELATING TO STAKEHOLDERS: HR
RECRUITMENT REWARDS
•Assess intrinsic qualities • •
•Incentive system • •
FLATTER WORKING ORGANISATIONAL ENVIRONMENT STRUCTURE • •Increase autonomy • channel
RELATING TO STAKEHOLDERS: MANAGEMENT SHOW SOME LOVE TO THEIR STAFF -An Incentive System -Cut out the western superiority -Increase autonomy
DO AWAY WITH BEING ADVERSARIAL -Apologize -Compensate -Cooperate and be friendly
RELATING TO STAKEHOLDERS
CONCLUSION
QUESTIONS?
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