Disney: Losing Magic in the Middle Kingdom Harvard Case Solution & Analysis

Hong Kong Disneyland is struggling with lower-than-expected attendance of nearly three years since it opened. Factors such as small size, inconvenient location, the lack of unique features, the lack of appeal to adults and missing Chinese elements have been cited as possible causes. The Walt Disney Company and its joint venture, the Hong Kong government, negotiations about injecting additional capital to expand the park to attract more visitors. For a successful revolution, the leadership needs to understand what went wrong in the first place. This case examines the possible causes of poor performance of the park. It also covers the park position and product offerings, remedial measures taken by the company, an analysis of the dynamics of the market for local and foreign tourists, and the competition faced by the park. Launching the strategy and execution of Tokyo Disneyland and Disneyland Paris, included in the case, for comparison. This case was used in the 2nd McKinsey / HSBC Business Case Competition. "Hide
by Ali Farhoomand, Penelope Chan Source: University of Hong Kong, 32 pages. Publication Date: January 13, 2010. Prod. #: HKU885-PDF-ENG

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