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, price and other cost considerations, place, time and cyberspace, promotions and education, process, productivity and quality, physical evidence. These recommendations were formed based from the current 8Ps, secondary research materials and from the results of a UAI survey.
In order to support the proposed service plan, this paper also includes investment plans, estimates of profitability (income statement) and an evaluation of results.
II. Scope and Limitations
In order to make this service marketing plan, the researchers conducted both primary and secondary research to gather relevant information. The secondary research consists of various credible online sources such as news articles, case studies as well as previous marketing plans regarding the past and current situation of Hong Kong Disneyland. The primary research on the other hand was gathered through a 21-question UAI (Usage, Attitude, and Image) survey done through an online questionnaire. The survey covered brand awareness, product usage, purchase data, attitude data and attribute ratings. Due to time and budget constraints, a convenience sampling (non-probability) method was used for to gather the primary research. Only 30 respondents, near the proximity and who were accessible to the researchers were asked to answer the UAI survey. Given this, the respondents only came from the Philippines thus consumers from Hong Kong, Mainland China and other South East Asian countries were not surveyed by the researchers.
III. Industry Analysis
As Asia recuperates from economic recession in 2009, 2010 became a year for strong recovery, as there was increase in visitors from Mainland China. This increase in visitors fueled the growth of the theme park industry in 2010 as compared to 2009. Both Chinese and South Korean theme parks showed the strongest growth in Asia – Korean theme park visitors increased more than 10% from the previous year. Having said that...
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