CABC Homepage
New Customer | Sign In
List of Popular Cases Newly Released Cases Faculty of Business and Economics Institutional Users Home Site Map
Advanced Search
Topic Index
Industry & Company Index
Most Popular Cases
Newly Released Cases
SME Cases Series
China Cases Series
India Cases Series
IT Industry Transformation Series
Cases in Chinese
Cases in Other Languages
Project SARS Rebound
Case Details:
Email to a friend
Disney: Losing Magic in the Middle Kingdom  
Product Ref: 09/419C Company: Hong Kong Disneyland

Product Type: Case Industry: Hotels, Restaurants, Leisure

Related Product(s): Teaching Note
Hong Kong Disneyland has been struggling with lower-than-expected attendance rates for almost three years since its opening. Factors such as small size, inconvenient location, lack of unique features, insufficient appeal to adults and missing Chinese elements have been cited as possible causes. The Walt Disney Company and its joint-venture partner, the Hong Kong government, are negotiating about injecting extra capital to expand the park in order to attract more visitors. For a successful turnaround, the management has to figure out what went wrong in the first place. This case explores the possible reasons for the park's lacklustre performance. It also covers the park's positioning and product offerings, the remedial actions taken by the company, an analysis of the market dynamics for both local and overseas visitors, and the competition faced by the park. The launch strategies and performance of Tokyo Disneyland and Disneyland Park in Paris are included in the case for comparison.

This case was used in the 2nd McKinsey/HSBC Business Case Competition
Functional Area : Strategy & General Management

Issues: Unsuccessful market entry to China. Corporate turnaround strategies for survival. Dilemma of standardisation versus differentiation / localisation in overseas expansion. Proper positioning and continual reinvention of product offerings to cater for changing consumer tastes. Importance of cultural sensitivity in building rapport with the local communities. Impact of negative media coverage and tarnished corporate image on business success.
Length: 33 pages Country: Hong Kong SAR

Pub. Year: 2010 Level of Difficulty: 3
This product type is available in the following language(s):      English
Related Information: N/A
Order This Item
Type Language Quantity * Unit Price
Case (09/419C) HK$58 / US$7.5
* Order quantity should include copies that you plan to make
   for class use or distribute for other purposes.
   You will not be shipped hard copies for cases.