Hong Kong Disney Land Market Segmentation, Target Marketing, Positioning, And Consumer Research Essay

2985 WordsJun 10, 201512 Pages
This Assignment is to know about Hong Kong Disney Land Market Segmentation , Target Marketing, Positioning and Consumer research by justifying the answers for the below questions. Question 1: Which strategic action Disney took in terms of consumer focused initiative? Give Examples. Hong Kong’s recent reinstatement as the world’s freest economy1 reconfirmed its claim as a central hub for international business travelers. Its exceptional shopping and fine dining opportunities also make it a major tourist Mecca. Hong Kong was especially a unique shopping experience for visitors from China mainland and the world. From glitzy malls to funky street markets, and trendy boutiques to traditional Chinese products stores and themed shopping districts, tourists could find everything to satisfy their shopping fantasies. The HKSAR government had continued to invest in a number of strategic initiatives to boost travel and tourism, further securing its ranking by the World Tourism Association as the second most popular city in Asia. Disney’s target market consists mainly of family-oriented Asian tourists, primarily those from mainland China, Taiwan, and Southeast Asia. The mainland China accounted for large number of incoming visitors. At the time of Hong Kong Disneyland’s establishment, Hong Kong already enjoyed booming business and tourism sectors, but the government believed that the latter would be invigorated by the creation of a then absent “family tourist” niche. Below are the

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