This case explores the possible reasons for the park's lackluster performance. For a successful turnaround, the management has to figure out what went wrong in the first place. 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 attract more visitors. Factors such as small size, inconvenient location, lack of unique features, insufficient appeal to adults and missing Chinese elements have been cited as possible causes. Hong Kong Disneyland has been struggling with lower-than-expected attendance rates for almost three years since its opening. EMBA Pro Blue Ocean Strategy for Disney: Losing Magic in the Middle Kingdom case study
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