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 Support

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
HK DISNEYLAND OCEAN PARK
USP Magical experience and story Edutainment
Unique Selling Point telling theme with foreign
appeal

LOCATION Outlying island – Lantau Central district

Island

TARGET Affluent Chinese – couples, Family, teenagers

families who are interested in
this magical experience

CSR Minimal Yes

ATTRACTION 22 attractions with 1 original 40 attractions with 7 themes

S attraction unique to HKD
CUSTOMER PROFILE

Inquisitive
Showcase to them the dreams and fantasies of kids

MAINLAND Desire to travel

Experience an exotic and magical experience.
CHINESE

Confident and Proud in Chinese culture

Assimilating elements of Chinese culture.
WHAT SHOULD DISNEY DO?

1. IMPROVE 2. STRENGTHEN BRAND

CUSTOMER EQUITY
SERVICE
•

3. IMPROVE RELATIONS WITH

STAKEHOLDERS
IMPROVING CUSTOMER SERVICE

STRENGTHEN SITE EXPANSION

DISNEY STORYLINE

ENHANCE
INTERACTIVE SOUVENIRS
EXPERIENCE
STRENGTHEN BRAND EQUITY

PARTNERSHIP WITH PRE-EMPTIVE

GIORDANO? PRICING
STRATEGY
RELATING TO STAKEHOLDERS: HR

RECRUITMENT REWARDS
•Assess intrinsic qualities •Incentive system
• •
• •

FLATTER WORKING
ORGANISATIONAL ENVIRONMENT
STRUCTURE •
•Increase autonomy
•Feedback 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
RELATING TO
-Apologize
-Compensate
-Cooperate and be
STAKEHOLDERS
friendly
CONCLUSION
QUESTIONS?