HONG KONG DISNEYLAND

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HONG KONG DISNEYLAND
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DISNEYstrategy

• Why a new park??? Possible benefits???
• What are the objectives???
• How to vary the marketing mix to reach the
  objectives???
• gt DESCRIBE!!
• SMART objectives, i.e.
• Describe
• turnover
• market share
• segmentation
• positioning

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• External and Internal Environment

Culture
Political Legal
Research
Economic
Segmentation and Positioning
Competitive Analysis
Assess Market Entry Strategy
Finance (Costs)
Promotions
Pricing
Logistics / Distribution
Products Services
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Hong Kong Disneyland Marketing Mix
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• Adapting the marketing mix
• 1. Which elements of the marketing mix can be
  standardized and where is standardization not
  culturally possible or cost effective?
• 2. Which cultural adaptations are necessary for
  successful implementation of the firms
  marketing programs?
• 3. What are the costs associated with these
  adaptations, savings from standardization?

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DISNEY Expansion Research

• Starting point (marketing) research
• Assessing the situation
• target group features (who are they / will they
  be)
• how many (possible) customers
• estimate / analyze possible turnover of Disney
  Hong Kong
• (is 5 million visitors realistic?)
• Competition (who and why?)
• developments in industry, trends (external
  factors)
• (gtDEMAND ANALYSIS)
• !

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DISNEY Expansion Research

• Starting point (marketing) research
• target group features
• Who?
• What need or function does our product serve?
• (is there a need?)
• What are customers currently buying to satisfy
  this need?
• What price are customers willing to pay?
  Affordable?
• When is the product purchased? Seasonability?
• Why is our product purchased?
• !

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DISNEY ASSIGNMENT

• Describe and analyse Hong Kong Disneys
• 4ps strategies?
• How do they position themselves?
• Insight in current and future competitive
  environment?
• Insight in Disneys marketing strategy used to
  reach ambitions

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Hong Kong Disneyland strategic framework
1. Mission / vision
2. Internal situation
3. External sit.
4. SWOT - analysis
5. Objectives and growth strategies
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1. Mission/vision

• Statement of the organisations purpose
• What is their business/market?
• Who are their customers?
• What are they in business for?
• What sort of business are they in?
• Do they have a vision?

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2. Internal marketing analysis

• Focus your attention on / describe
• Core competencies, core values, structure,
  systems, management, quality, product portfolio,
  resources, brief foetje scan
• Consistent?

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3. External marketing analysis

• Focus your attention on
• Developments on the market place (i.e. more free
  time, money, young people, trends, etc)
• Customers / behavior who (region,
  companies/families, family structure, vacation
  habits, budget for trips), where, why, what.
• Competitors who are they, why are they Disneys
  competitors, how successful are they and why,
  what are their future plans

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External marketing analysis

• Competition
• Who and why
• Product / Price / Quality / Service
• Flexibility
• Marketing efforts
• Ability to respond
• Review competitor strengths / weakness and
  strategies
• Predict and pre-act on competitors reaction

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4. SWOT- analysis (1)

• A summary of the main points of the internal and
  external audit
• Internal Organizations Strengths and Weaknesses
• External Opportunities and Threats in the
  environment
• Combining Strengths/Weakness with
  Opportunities/Threats
• DESCRIBE EACH FACTOR IN DETAIL

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4. SWOT- analysis (2)Possible combinations of
S/W O/T
Opportunities
Threats
Strengths
Weaknesses
Focus on Growth Strategy
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4. SWOT- analysis (3)

• Example Combining Strengths and Opportunities
• Strengths
• name awareness, strong brand, well developed
  concept, USP, reputation, high market share, etc.
• Opportunities
• discovery of theme parks by the public, more
  young people, more free time, money, looking for
  fun / excitement, economic outlook, growing
  demand, market structure, etc.
• gt growth possible (specify)

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5. Growth strategies (1)

• Objectives
• Goals Disney likes to attain quantifiable,
  timeframe, (SMART)
• Describe the growth strategies for Disney Hong
  Kong how to reach objectives
• What would Disney like to actualize, based on the
  above analysis a new park / marketing point of
  view
• (new?) target group, (new?) positioning, (new?)
  image, (new?) campaign, USPs, etc.
• How do they relate to the SWOT analysis?

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5. Growth strategies

• In order to reach objectives,
• taking into consideration
• environment
• Marketing mix
• Product core benefit, quality, brand, features,
  etc
• Price level, package deals, seasonality
• Place internet, agencies, location of park
  reachability (see also logistics)
• Promotion Message? How?
• Differences towards various target
• groups? Consistent?

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5. Growth strategies (2)

• Marketing mix (describe each P in detail)
  contributing to reaching goals
• Product what do they offer (attractions, why
  these, etc.)
• Place/location why there? gtimplications for
  logistics
• Price Optimal price setting in order to attract
  customers (elasticity), covering costs, special
  offers, packages, etc. Too high???
• Promotion maintaining good image, communication
  of message, PR (describe why promotion is kept
  low key!)

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Hong Kong Disneylands Promotion

• Promotion
• How and when do you make it clear to your (new)
  target group what you stand for?
• gt promotion objectives
• I.e. awareness, persuasion, pr, etc.
• How are you going to meet these promotion
  objectives
• 1. Budget
• 2. Message to communicate
• 3. Media, type, vehicles, frequency, timing,
  costs
• 4. Time plan
• 5. How to collect feedback
• How did EuroDisney do this? How might Hong Kong
• Disneyland do this?

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Starting point

• Research !!! gt improvements !!!!
• Sources your own experience, annual report,
  Internet, contact Disney, library, agencies,
  Kotler, etc
• Timing
• Start NOW!