In addition, it covers the positioning and merchandise offerings, the remedial actions taken by the business, an investigation of the marketplace dynamics for both local and overseas visitors, and the competition of the park. This case explores the potential reasons for the park's lackluster performance. The Walt Disney Company and its joint venture partner, the Hong Kong government, are negotiating about injecting extra capital to expand the park in order to bring more visitors.įor a successful turn around, the management has to determine what went wrong in the first place. Factors for example lack of unique attributes, inconvenient place, small size, inadequate appeal to adults and missing Chinese elements are mentioned as potential causes. Hong Kong Disneyland has been struggling with lower-than-expected attendance rates for almost three years since its opening.
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