Hong Kong Disneyland was the Walt Disney Company in the third theme park outside America, to Tokyo and Paris. From conception to opening the joint venture government was exposed to the absolute control of the Hong Kong public. There was skepticism about the equity of the partnership and politicians accused the government of selling Hong Kong interest cheap. Negative publicity plagued the Hong Kong theme park before the opening. Green groups asked the park to ban shark fin soup fro … Read more »

Hong Kong Disneyland was the Walt Disney Company in the third theme park outside America, to Tokyo and Paris. From conception to opening the joint venture government was exposed to the absolute control of the Hong Kong public. There was skepticism about the equity of the partnership and politicians accused the government of selling Hong Kong interest cheap. Negative publicity plagued the Hong Kong theme park before the opening. Green groups asked prohibit the park to shark fin soup from the center of the resort wedding banquet menu. District councils Disney officials accused of discrimination for refusing to environmentally friendly fireworks technology to change them in California. Local trade unionists attacked the poor working conditions and long hours at the park If that were only the tip of the iceberg, the ticketing fiasco hammered the message home during Chinese New Year – the Disney formula does not work. In September 2006, the Hong Kong theme park announced it was the first year attendance target of 5.6 million missed. Often criticized as the smallest Disneyland in the world, had the Hong Kong theme park has been a “springboard” for the American company tipped the entry into mainland China. If it is to serve as a prototype for other Disneyland in China was, in fact, it would be critical for the administration of Hong Kong Disneyland to come up with a recovery plan and refocusing its strategy to improve its image, participate and deliver the sales target. Examines what could be done to improve the smooth delivery of the American imagination in the foreign culture of the Middle Kingdom.
«Hide

from
Josephine Lau,
Bennett Yim
Source: University of Hong Kong
23 pages.
Publication Date: Jun 27, 2007. Prod #: HKU637-PDF-ENG
Hong Kong Disneyland: Where’s the magic? HBR case solution