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Marketing Strategy for Disneyland International Expansion[BUSS412] International Marketing
Case : Disneyland in HongKong
Contents
1. Case Summary
3. Challenges
4. Suggestion
2. Marketing Strategy
"The mission of The Walt Disney Company is to be one of the world's leading producers and providers of entertain-ment and information. Using our portfolio of brands to dif-ferentiate our content, services and consumer products, we seek to develop the most creative, innovative and profitable entertainment experiences and related products in the world."
Disney Corporation Mis-sion / Vision Statement
01Disney Land
• California, USA• Opened in 1955
Differentiated Entrance will be shown: guests will enter through a lush 11-acre area featuring water and trees, where they will be greeted by costumed characters
Disney’s biggest castle will be existed.
01DisneyWorld
Florida, USA Opened in 1971
Disney Sea
02Your Text Here
The first Disney theme park to open outside the
United States consisting of seven principal areas
02Disney Resort
Tokyo Disneyland is the exact replica of the American park except some basic lo-calization such as having Japanese signage and local foods⇒Due to the Craving for American Culture by the Japanese people, it proved to be a big success from the beginning.
96% of visitors were Japanese(2007)73% of visitors were female (2007)
The first Disney theme park to open outside the United States consisting of seven principal areas : Adventureland, Critter Country, Fantasyland, To-morrowland, Toontown, Westernland and World Bazaar
Paris, France
How government reactedto Disneyland?Extension of Paris railway to the park ($350M)Making cheap land available to build the parkLending Disney 22% of the funds necessary to buildDisney being the largest shareholder with 49% of the sharesmanagement fee and royalty payments
Who is responsible for man-aging the Disneyland?Euro Disney S.C.A. and its subsidiaries operate Dis-neyland Parismanages and has a 40% equity interest in Euro Disney S.C.ADisney S.C.A. is required to pay royalties and man-agement fees to the Company based on the operating performance of the resort
02Euro Disney
Problems in France
Former critical views by FrenchDiscontent with no alcohol policyWorrying cultural imperialism
Exchange rate fluctuations dis-couraged other European visi-tors
Cold weather (geographical problem)
03Your Text Here
The first Disney theme park to open outside the
United States consisting of seven principal areas
Disneyland will bring about a change in the at-mosphere, the one with international brand identity and different cultural background.
“We have a special opportunity to build a resort that reflects everything we have learned from our vari-ous parks around the world,”
Mr. Iger (CEO of Disneyland)
Thank you for listening