Harvard Case - Hong Kong Disneyland (A): The Walt Disney Perspective
"Hong Kong Disneyland (A): The Walt Disney Perspective" Harvard business case study is written by Su Han Chan, Ko Wang, Mary Ho. It deals with the challenges in the field of General Management. The case study is 22 page(s) long and it was first published on : Jan 1, 2000
At Fern Fort University, we recommend that Hong Kong Disneyland (HKDL) implement a comprehensive strategy to address its financial challenges and enhance its long-term viability. This strategy should focus on four key areas:
- Reinvigorating the guest experience: HKDL should prioritize creating a more immersive and engaging experience, leveraging Disney's renowned storytelling and character-driven entertainment.
- Expanding its appeal to local and regional markets: HKDL should actively target the growing Asian middle class, focusing on cultural relevance and local preferences.
- Optimizing its operations and cost structure: HKDL should implement lean management principles, streamline operations, and explore strategic partnerships to enhance efficiency and reduce costs.
- Strengthening its brand and marketing efforts: HKDL should invest in targeted marketing campaigns, leverage digital platforms, and foster strong relationships with local communities to build brand awareness and loyalty.
2. Background
This case study focuses on Hong Kong Disneyland's financial struggles in its early years. Despite being a popular attraction, HKDL faced significant financial losses due to factors such as:
- High operating costs: The park's construction and maintenance costs were substantial, coupled with the high cost of living in Hong Kong.
- Limited local appeal: Initial marketing efforts failed to resonate with the local population, who viewed the park as primarily for tourists.
- Competition from other attractions: HKDL faced competition from other theme parks in the region, including Universal Studios in Singapore and Ocean Park in Hong Kong.
- Economic downturn: The global financial crisis of 2008 further impacted visitor numbers and revenue.
The case study highlights the challenges faced by Disney in navigating the complexities of the international business environment, particularly in emerging markets.
3. Analysis of the Case Study
Strategic Framework: To analyze the case, we employ the SWOT analysis and Porter's Five Forces framework.
SWOT Analysis:
Strengths:
- Strong brand recognition: Disney enjoys a global reputation for quality entertainment and family-friendly experiences.
- Innovative storytelling and character development: Disney possesses unparalleled expertise in creating captivating stories and beloved characters.
- Experience in theme park development and management: Disney has decades of experience in building and operating successful theme parks worldwide.
Weaknesses:
- High operating costs: HKDL's high costs, particularly in labor and land, put pressure on profitability.
- Limited local appeal: Initial marketing efforts failed to connect with the local population.
- Dependence on tourism: HKDL's revenue is heavily reliant on tourist arrivals, making it vulnerable to economic fluctuations.
Opportunities:
- Growing Asian middle class: The rising disposable income of the Asian middle class presents a significant market opportunity.
- Increased demand for leisure and entertainment: Asian consumers are increasingly seeking out leisure and entertainment experiences.
- Technological advancements: Digital marketing and data analytics offer new avenues for reaching target audiences and personalizing experiences.
Threats:
- Competition from other theme parks: HKDL faces stiff competition from other theme parks in the region.
- Economic instability: Global economic downturns and political instability can significantly impact tourism.
- Environmental concerns: Growing environmental awareness may impact the park's operations and sustainability.
Porter's Five Forces:
- Threat of new entrants: High barriers to entry, including significant capital investment and regulatory hurdles, make it difficult for new players to enter the market.
- Bargaining power of buyers: Visitors have limited bargaining power due to the unique nature of the theme park experience.
- Bargaining power of suppliers: Disney's scale and brand power give it leverage in negotiating with suppliers.
- Threat of substitute products: Other entertainment options, such as movies, video games, and online streaming services, pose a potential threat.
- Rivalry among existing competitors: Competition among theme parks in the region is intense, requiring continuous innovation and differentiation.
4. Recommendations
1. Reinvigorate the Guest Experience:
- Enhance storytelling and immersion: Develop new attractions and experiences that leverage Disney's storytelling expertise and connect with local cultures.
- Invest in interactive technology: Integrate interactive technology, such as augmented reality and virtual reality, to enhance the guest experience.
- Improve guest services: Train staff to provide exceptional customer service and create a welcoming and memorable experience.
2. Expand Appeal to Local and Regional Markets:
- Develop culturally relevant offerings: Introduce attractions and experiences that resonate with local tastes and preferences.
- Partner with local businesses: Collaborate with local businesses to create unique experiences and promote HKDL within the community.
- Offer localized pricing and promotions: Develop pricing and promotional strategies that cater to the local market.
3. Optimize Operations and Cost Structure:
- Implement lean management principles: Streamline operations, reduce waste, and improve efficiency throughout the park.
- Explore strategic partnerships: Partner with other businesses to share resources and reduce costs.
- Optimize staffing levels: Implement a flexible staffing model to adjust to seasonal demand.
4. Strengthen Brand and Marketing Efforts:
- Invest in targeted marketing campaigns: Develop targeted marketing campaigns that reach local and regional audiences.
- Leverage digital platforms: Utilize social media, online advertising, and other digital platforms to build brand awareness and engagement.
- Foster strong community relationships: Engage with local communities through events, sponsorships, and charitable initiatives.
5. Basis of Recommendations
These recommendations are based on a comprehensive understanding of HKDL's strengths, weaknesses, opportunities, and threats. The recommendations are consistent with Disney's core competencies in storytelling, character development, and theme park management. They also address the need to attract local and regional audiences, optimize operations, and build a stronger brand.
Quantitative Measures: While specific financial projections are not provided, the recommendations are expected to lead to increased visitor numbers, higher revenue, and improved profitability.
Assumptions: The recommendations assume that Disney will continue to invest in HKDL's development and that the global tourism market will continue to grow.
6. Conclusion
By implementing these recommendations, HKDL can address its financial challenges, enhance its long-term viability, and achieve its full potential as a world-class entertainment destination. The key to success lies in creating a unique and engaging experience that appeals to both local and international audiences.
7. Discussion
Alternatives:
- Exiting the market: This option would be a significant loss for Disney, as it would relinquish a valuable investment and market position.
- Continuing with the current strategy: This approach would likely result in continued financial losses and may damage the Disney brand.
Risks:
- Economic downturn: A global economic downturn could significantly impact visitor numbers and revenue.
- Competition: Competition from other theme parks could erode market share.
- Execution challenges: Implementing the recommendations effectively requires strong leadership, effective communication, and a commitment to change.
Assumptions:
- Disney's commitment to HKDL: The recommendations assume that Disney will continue to invest in HKDL's development.
- Growth of the Asian middle class: The recommendations assume that the Asian middle class will continue to grow and demand more leisure and entertainment experiences.
8. Next Steps
- Form a task force: Establish a cross-functional task force to oversee the implementation of the recommendations.
- Develop a detailed implementation plan: Create a detailed plan outlining the specific actions, timelines, and resources required for each recommendation.
- Communicate the strategy: Communicate the new strategy clearly and effectively to all stakeholders, including employees, investors, and the public.
- Monitor progress and make adjustments: Regularly monitor progress against the implementation plan and make adjustments as needed.
By taking these steps, HKDL can embark on a path toward sustainable growth and become a successful and beloved entertainment destination in Asia.
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Case Description
In mid-1999, negotiators for Walt Disney Co. and the Hong Kong government were having intensive discussions about the possibility of building a theme park known as Hong Kong Disneyland on Lantau. The case presents detailed information about the proposed theme park and the assumptions made by Walt Disney in conducting an economic assessment of the project. Also lays out other alternatives for Disney's entry into the China market.
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