Disneyland Final Assignment

Hong Kong Disneyland Theme
Park

HT114003 1C o Laam
To Man Chun
Chan Ka Chun

Chiu Ka Hin
Wong Ching Wai
Hung Chi Chung
Yau Kwok Fung

Contents
1. Background
2. Vision
3. History & Future
4. SWOT analysis
5. PEST analysis
6. Marking Mix (Product , promotion , place , price)
7. Conclusion

Background
• September 12, 2005
• 126 hectares
• Reclaimed land in Penny’s Bay , Lantau Island
• Chief Executive of the Hong Kong Disneyland Resort ,
Jin Wenhao
• Ownership : Disney 47%
HKSAR 53%

Vision
 A unique Disney experiences
 World-class service
 Service all families and guests of all ages
serving the public
promote environmental protection

History & Future
1999 Disney negotiated with Hong Kong government and Agreement
2002 Reclamation completed
2005 Officially opened
2009-2013 Expansion plans
(3 new theme park)
Toy Story Land , Grizzly Gulch ,
Mystic Point
2016 Iron Man Experience

SWOT analysis
S(Strength)
Global branding
strong financial support and resources backup
(The Walt Disney Company)
fantasy stories and cartoon characters
(Donald Duck , Mickey Mouse , Groofy)
The Entertainment Business (Movie, TV station, is more popular

Songs........)

W(Weakness)

 smaller size than Disneyland in other countries (311 acres) limitations on the development

Orlando , Florida , USA

27,001 acres

Marne-la-Valee , Paris , France
California , Orange Country County , USA
Urayasu , Chiba , Japan

4,800 acres
512 acres
494 acres

Attractions are too unreal and fantastic
 ignore the importance of Chinese working culture

O(Opportunities)
potential customers from China and Asia regions
Have a good competition environment
relaxation government restrictions of individual travelers from China to HK

T(Treats)
• direct competition from Ocean Park
• The performance keeping to financial loss
2008-2009
-HK $ 2.9 billion
2009-2011
-HK $ 720 million
2011-2012
-HK $ 237 million
• Theme parks in Japan and in Singapore with increasin g tourism promotions

PEST