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Hk Disney
I. Executive Summary This marketing service plan on Hong Kong Disneyland aims to give concrete recommendations for the improvement of the theme park’s service marketing mix elements or 8Ps. Other than the different recommendations, this paper also contains various information regarding Hong Kong Disneyland’s current situation as well as other related vital knowledge needed for the service plan, such as; Industry Analysis, Competitive Analysis, TOWS analysis and TOWS matrix. The industry analysis discusses the present situation of the different theme parks in Asia when it comes to the increase and decrease of visitors as well as these theme parks’ rankings relative to its competitors. The industry analysis also discusses Hong Kong’s Tourism Industry. The competitive analysis, on the other hand, discusses both the direct and indirect competitors of Hong Kong Disneyland when it comes to other theme parks, tourist destinations and also hotels in Hong Kong. The TOWS analysis provides a study of the threats, opportunities, weaknesses and strengths that the company is either presently experiencing or might be experiencing in the future. The TOWS matrix includes the respective implications as well as the possible action plans needed to be carried out to minimize the threats and weaknesses and to maximize the opportunities and strengths. In order to further discuss the present situation of Hong Kong Disneyland, other diagrams such as the Fishbone Diagram and the Flower of Service are also included in this paper. Furthermore, this service plan also includes the goals and objectives and the target market of the company in line with the different proposed recommendations. The goals and objectives include the short-term, medium-term and long-term aims of the company when it comes to brand awareness, brand preference and sales. As mentioned, the heart of this paper are the proposed recommendations for each element of the service marketing mix; product elements,


References: (2009). Retrieved March 12, 2012, from Hong Kong Disneyland: http://park.hongkongdisneyland.com/hkdl/html/StarGuest/Int/en_US/index.html#/StarPrincessTour Chan Bo Yee, B. (2009, November 4). An Analysis of the Business Environment of Hong Kong Disneyland Chan. Retrieved March 7, 2012, from Docstoc: http://www.docstoc.com/docs/14859296/An-Analysis-of-the-Business-Environment-of-Hong-Kong-Disneyland--Chan-Bo-Yee_-Bowie Commerce and Economic Development Bureau . (2012, January 17). Retrieved April 6 , 2012, from Tourism Commission : http://www.legco.gov.hk/yr11-12/english/panels/edev/papers/edev0117cb1-808-5-e.pdf Consumer Analysis. (n.d.). Retrieved March 10, 2012, from Walt Disney Parks and Results: http://advergators2.weebly.com/consumer-analysis.html Travel News. (2008, May 3). Retrieved March 7, 2012, from MSNBC: http://www.msnbc.msn.com/id/23481523/ns/travel-news/t/hong-kong-disneyland-targets-chinese-yuppies/#.T4EGT5lDy8B Tsai, T. (2010, April 1). Disneyland in Hong Kong- A Green Challenge. Retrieved March 10, 2012, from http%3A%2F%2Fgin.confex.com%2Fgin%2F2010%2Fwebprogram%2FManuscript%2FPaper3068%2F1st%2520April%25202010%2520GIN%2520%2520DISN
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