Hong Kong Disney

900 Words4 Pages
1. Hong Kong Disneyland (HKD) had mechanisms in place to adapt to local Hong Kong culture, yet these means appeared to be ineffective. Why? What areas, in terms of cultural adaptation, still need further improvement? Using Professor Brannen’s concept of recontextualizing strategic assets (see case Exhibit 2), do you think Disney’s strategic assets are in an advantageous position or a disadvantageous position in the Chinese cultural context? Explain. Despite the hard efforts of management, Hong Kong Disney had some difficulties which lead to their ineffectiveness. One of the biggest problems was the Lunar New Year Holiday. It took place when administration of park didn’t take into account some particularities of Chinese people consumption habits and cultural traditions. This fiasco led to many complaints, ticket returns and, importantly, to lost customers. As a result of this fiasco one customer stated, “I won’t come again, even if I’m paid to.” (P. 661, Zeithaml, Bitner, Gremler). Analyzing this case, I can say, that the main difficulty was cursory examination of Chinese people culture and habits. Disneyland management didn’t look at the depth of Chinese people needs. It just tried to match some obvious traditions and didn’t think further. The examples of misunderstanding Chinese habits are following: lack of Hong Kong-themed attractions, small park size and long queues as a result. Workers also complained they were overworked and underpaid. One of my recommendations would be to expand the park since this is one of the biggest complaints heard from visitors of Hong Kong Disney. Hong Kong Disney can also establish a better relationship with travel agencies. Travel agencies are a valuable resource and if the relationships are cultivated properly this could prove to be very lucrative for HKD. HKD could offer better commission and incentives for ticket sales and
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