Hong Kong Disney

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IB/SGM 3596 (401) / Omer F. Genc Case study #1 – Hong Kong Disneyland Don Robinson said “Chinese have heard about the parks around the world, and they want to experience the same thing”; Andy Bird went even farther and said “We know we have an addressable market just crying out for Disney Product”. With such announcement it is hard to believe that Disney fail its entrance in Honk Kong. Nevertheless Disney did fail; through this summary we will discuss how they failed to enter in Hong Kong, and what they need to improve if they want a better result in their future entrance in the Chinese market. But first of all we will see why they came to Hong Kong. After successfully entered in Japan and slightly failed in Paris, Disney wanted to enter in the growing Chinese market. Disney thought Hong Kong would be a very good gateway to China, first because the Hong Kong’s infrastructure has a world class reputation compare to the sub standard’s Chinese one, and also because the Chinese currency was not fully convertible whereas Hong Kong is a reputed financial place. Although Hong Kong is a touristic place, that attract 23 million visitors per year, which includes 61% of mainland Chinese. Finally, Ocean Park, a theme park competitor, also located in Hong Kong, has an average growth around 10% per year, which could assure Disney that Chinese have an incentive to go in theme parks and thus there was a potential market. After a few years of negotiation with the Hong Kong government, which finally held 57% stake in HKD, in September the 5th, 2005 Disney open its park on the Penny’s Bay of Lantau Island, in Hong Kong. At its first anniversary Bill Ernst had to face the Disney failure in its entrance to this new market. Hong Kong Disney (HKD) first did not achieve their objective of 5.6 million visitors but, and it is even worse, built over the year a negative brand’s

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