Shanghai Case Study

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Executive Summary This study is to analyze the current situation in Shanghai Disney project which is the expansion project of Hong Kong Disney, what are the success and failure factors that determine the project, and the opportunities and competitions to expect, and through all this we could find the recommendations for shanghai Disney project could adopt to improve and what they should focus on to maximize profit and increasing market share. 1. Explain what Strategic Market Planning involves and give specific examples on how it might assist Disney Corporation to be more successful in their expansion plans. * Collecting information (Primary and secondary about 3Cs as well as PESTEL environment) Primary consists of a collection of original primary data collected by the researcher while Secondary known as desk research example, research subjects. Mostly the primary and secondary research about 3cs or Customer, Corporation, and Competitor. Primary research can be done by doing a thorough questionnaire to find out response and opinions of Shanghainese about Shanghai Disneyland and by doing so the firm could find out their difficulties and challenges. PESTEL framework is suitable to analyze macro-environment and to help manager understand firm current position in the market, and the below section is to analyze Chinese macro-environment : i. Political: in china any companies operate under government control, land is always belong to the government and any paid land cannot be used for future idea it should be used totally and by cooperating with the government thus Disneyland need to find a strategies to satisfy and maintain good relation. ii. Economic: although china is a rapidly increasing yet their average incoming per capita is low compare to other developed country thus lower entrance fee is needed to gain more customer iii.

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