Case Analysis of Hong Kong Disneyland

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Case Analysis of Hong Kong Disneyland Table of Contents Overview 1 Service Concept 2 Current Issues 3 Analysis 5 Recommendation 7 Overview Hong Kong Disneyland was opened in September 2005 through a joint venture between the Walt Disney International and Hong Kong government. Disney has been on an international expansion since it first opened its park in 1980 in Japan and China being the most lucrative market, Disney decided to open the park in Hong Kong after selecting the city in the bidding process. The park was the first American park in Chinese territory. Hong Kong was a prime tourist destination for a large number of people from the mainland. Disney focused on people from mainland, the local residents and…show more content…
Like during the Park preview, the management had to apologize for the arrogant attitude of its American staff. Disney University should customize its trainings to provide quality service towards Asia customers. Meanwhile, more quality control should be introduced to improve service quality. 3. Capacity issue The actual number of visitors per year never hit the expected number. However, sometimes the park still got too crowded and had to prevent visitors from coming in. During Chinese New Year in Feb 2006, hundreds of people with valid 6-month ticket could not enter the park. It led to chaos and further eroded Hong Kong Disney’s image. Generally this is due to poor capacity planning. Disney tried to boost attendance rate, but neglect its peak capacity. It should smooth demand relative to available park capacity. 4. Workforce issue Employees complained the unfair and inhuman treatment from the management. The 5000 frontline “case members” had to wear heavy costumes and worked long shifts of 11 to 13 hours per day under a chaotic shift system. Yet they had to accept the unfair salary calculation compare to that of US Disney parks. The management should reconsider frontline staff welfare and try to boost staff morale. Under Service Profit Chain, satisfied and loyal employees are far more productive thus to generate more service value to customers. Customer satisfaction drives customer loyalty. And loyalty is the
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