Executive Summary
The report summarizes the most important issues about HKDL, which is to fight against
the cultural differences and combine local Chinese culture with western culture. The key to
solve the problem is localization with marketing plan in details.
Problem Identification
Introduction
Opened in Sep.2005, Hong Kong Disneyland (HKDL) is owned by Hong Kong
government and Walt Disney Company though joint venture and managed by Walt Disney
Company through subsidiaries.
HKDL is the fifth Disney Resort around the world and the third international Disney
Resort after Disneyland in Tokyo and Paris.
In 2012, HKDL earned sales revenue of HK$4242 million and net profit of HK$109
million, making it one of the most successful companies in Hong Kong. The company not
only makes its own economic benefit but also contributes to the local society though tax
and employment.
Over 78% of the visitors are from local area and Mainland China, where the target market
is located for the Walt Disney Corporation, but if there is a new Disneyland in Shanghai,
consumers from Mainland China will fall.
The current strategy is to expand in the local area with more themed areas and attractions.
Until 2013, HKDL has already added three new themed areas and increased the total size
of the theme park by a quarter. HKDL currently finishes the plan of Phase 1 Extension and
continues to consider the Phase 2 Extension and Phase 3 Extension in the long run.
Objection
The object of Disney Resort is to bring the magic of a world-class entertainment
experience to people of all ages. For HKDL, the object is also to focus on the variety of
entertainment which is unique and fit with diverse culture.
The company also concerns about consumers, suppliers, employees, the society and the
government when it makes business decisions. The labor, environmental and social issues
are also put on agenda for the whole company..
In conclusion, the object for involve parties includes:
1. long-term shareholder value
2. The happiness of individual consumes, including children, adult, older and parents
3. The leading of the entertainment industry into next century
4. The benefit for the whole society
5. The welfare of employees
6. Environmental concern and other ethical issues, such as reliable suppliers
7. Stable relationship with suppliers
8. Positive and active relationship with the government
Issue statement
The issue statement is from the key successful factors based on competition, customers
and suppliers. In our report, we decide to list several potential issues and summaries the
most important one. In the next section, based on the favored issue, we discussed possible
