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Ocean Park: In the Face of Competition from Hong Kong Disneyland  
 
Product Ref: 07/321C Company: N/A
Ocean Park Corporation

Product Type: Case Industry: Hotels, Restaurants, Leisure

Related Product(s): Teaching Note
Authors: Bennett Yim   Grace Loo
In April 2006, Ocean Park, Hong Kong's only home-grown theme park, launched a syndicated loan to raise HK$4.1 billion for a master plan to revamp the Park. The master plan represented the Park's strategic responses to the arrival of Hong Kong Disneyland, which had opened the previous year. Faced with a formidable competitor, Ocean Park repositioned itself as a world-class marine theme park. This case looks at how Ocean Park positioned itself against an international competitor and how Disneyland's failure to accommodate local culture consolidated Ocean Park's position.
Functional Area : Marketing

Issues: Disney, Hong Kong, Market Positioning, Ocean Park, Theme Park, Marketing strategy, complementary market positioning; core competency
Length: Text: 12 pages
Exhibits: 11 pages
Country: Hong Kong SAR

Pub. Year: 2007 Level of Difficulty: 2
         
This product type is available in the following language(s):      English
         
Related Information: N/A
 
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