Hong Kong Disneyland
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Hong Kong Disneyland is a park located found on reclaimed land in penny’s Bay, Lantau Island. The Hong Kong Disney land is managed and owned by international theme parks of Hong Kong. Disney tried to stay away from problems related to culture by considering Chinese culture, traditions and customs. Hong Kong Disney park consists of seven areas, namely: Toy story, mystic point, Grizzly, Tomorrow land, Fantasy land, Adventure land, USA and Main Street.
The parks effort to ensure its upgraded menus to be able to attract more local visitors after the tourism sector in Hong Kong struck by social unrest. However, one can quickly notice when something is not okay in the tourism sector Thuy (2019). Because of the visitor’s drop, only 11.9million visitors recorded during July-September period according to the Hong Kong Tourism Board. According to communication vice president and Hong Kong Disney Resort, public affairs stated that there had been a drop in business in the theme park and also depressed in the environment.
HKDL decided to put various strategies to ensure that the park is improved. Human resource in Hong Kong has to provide the communication in the workplace is effective and ensure feedback is received and given in Disney style. Various strategies for the human resource function put in place, which included a cost leadership strategy whereby the main objective was to ensure marked leadership gets preserved through the value chain management. Cost leadership strategy allows Hong Kong Disneyland to be able to enlarge the market share through targeting middle class which is known to consist of a large proportion of the whole market mix of the consumer in some countries. However, this makes Hong Kong Disneyland focus on affordability and make accessibility easy of its products globally. Despite the low prices charged, Hong Kong Disneyland offers discounts frequently and coupons to be able to achieve targeted sales. The intended outcome of lowering the prizes and giving discounts aiming to increase popularity.
Hong Kong government and shareholders having set some pressure on the park to reduce the daily capacity, the problem persisted and when some locals visited the park. The Hong Kong government however set the pressure to lower the size of the park Yao, (2017). The government didn’t want to experience the problem experienced during 2006, where many visitors arrived in the park with valid tickets. Disney management has to revise its policy on ticketing.
Hong Kong Disneyland committed to assisting in establishing a stronger community. Disneyland can make a difference in the city in various ways. According to Gamayanto, Sundjaja, & Sukamto, (2018), HKDL aims at partnering with community leaders and different non-profit organizations to get to understand the meaning of social needs. HKDL also creates initiatives to help support needy families through the challenges they face and be able to promote togetherness. Cost leadership strategy allows Hong Kong Disneyland to be able to enlarge the market share through targeting middle class which is known to consist of a large proportion of the whole market mix of the consumer in some countries.
References
Thuy, L. T. T. (2019). Promotional marketing of theme parks among Vietnamese visitors.
Gamayanto, I., Sundjaja, A. M., & Sukamto, T. (2018). The Design of Innovative Leadership Systems Inside University Using Disneyland Concepts to Face Globalization. Journal of Economics and Management Sciences, 1(1), p156-p156.
Yao, J. (2017, October). Research on marketing strategy: case study of Disneyland. In Second International Conference On Economic and Business Management (FEBM 2017). Atlantis Press.