1. What management errors committed by the park have been instrumental in leading to its poor performance?
Management error
Kurang memeperhatikan kesejahteraan karyawan
Enviromental damage
Lack of cultural approach
Relationship with its travek agents
Queing management
Park area coverage is to small
Lack of ticket scheduling
Cost > value
Arrogant attitute by its American staff
-Unfair and ihumane treatment to employee (working hours, insufficient breaks, restrictionon drinking water while on duty, no insurance, no overtime fee, unfair salary calculation, no maternity& sick leave, disregarded workplace safety
limited number of attractions
Not mantain a good relationship with the government-->affected company's image
Disney's target :
Families with childs in HK & china mainland (middle kingdom)
Positioning:
Disneyland HK to become a center of entertainment for families in the middle kingdom which creates an unforgettable moments in fantasy world
2. What are remedial actions should be done to achieve a successful turnaround?
rebuild company's orientation ---> from profit oriented to image or service oriented
post-hoc segmenting into teens or adults
Human resource development-->improve employees wealth
Relationship with third parties ;travel agents,government and media (image management)
Ticketing management for special events
3. With another mega sized Disney park likely to be build in shanghai in the future, what should HK Disneyland do to prepare itself for the opening of this new park?
STRENGHT ANALYSIS BETWEEN HK AND SHANGHAI
SHANGHAI
HK
Strength
Chinesse prefer go to shanghai
more exotic place
Language
Business centre
shopping centre
Free visa (for many countries)
Weaknesses
Shanghai more cultural and traditional
Shanghai more modern
New positioning :
Become the source of joy in HK and SEA
Set the new target :
Taiwan & SEA market
4P (Product, Price, Place, Promotion)...