Hongkong Disneyland

5985 Words Nov 14th, 2012 24 Pages
Contents

1. Introduction 3 2. External Analysis 3
2.1 PEST 3
2.2 PEST Analysis Overview 6 3. Internal Analysis 7 3.1 SWOT Analysis 7 3.2 Implications of Assessment 9
4. Industrial Analysis 10 4.1 Perceptual Map of Disneyland Hong Kong & its competitors 10 4.2 Porter’s 5 Forces 11 4.3 Porter’s 5 Forces Overview 14
5. Objectives 15
6. Strategy 15 6.1 Ansoff Growth Matrix 16 6.2 Position 17 6.3 Reposition 18 6.3.1 Sun Tzu Art of War Strategy 19 6.3.2 Attack Overview 23

Contents 7. Proposed
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To conclude this report ends with proposed activities and estimated budget over the next few years.

2. External Analysis
2.1 Pest Analysis
Using the PEST analysis, a clear understanding of the forces affecting Disneyland can be provided:

Political * Stable political condition. Hong Kong Political condition is stable and maintains a good connection with mainland China government at the same time Hong Kong’s government uses a Democratic system, drawing a lot of foreign investment attention to the country. Thus, Disneyland built its theme park there. * Competitive industry. Many countries want theme park open up in their countries because major theme parks like Disneyland bring huge tourism revenue. Therefore, Disneyland will expect more competitors in future around the region.
Economic:
* Strong Asian economy. Asia economy is rising strong especially in China where it is booming at a fast pace. Thus, with its national income increasing and developing countries around Asia becoming richer such as Vietnam * Yuan value increase. Chinese Yuan has become stronger than Hong Kong Dollar, therefore making it cheaper for mainland Chinese to travel to Hong Kong. * Western currency’s value decrease. Western currencies such as US Dollar, Euro, UK Pounds has become weaker, making it more expensive for westerners to travel to Asia. * Economy boom. Economy boom leads to two outcomes that

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