Hong Kong Disneyland Resort

• Project was announced between The Walt

Disney Company and the Hong Kong

Government. • Began construction in January 2003

Building in Disneyland in project 1• Disneyland-style theme park • Two hotels ① Hong Kong Disneyland Hotel ② Disney's Hollywood Hotel

Hong Kong Disneyland Resort

Project is estimated to create:

• 18,000 new jobs at opening • Growing to 36,000 once the first

park reaches Phase 1 build-out. • First phase: generate a present

economic value of HK$148 billion (US $19 billion) in benefits to Hong Kong over a 40-year period.

Social responsibility for Disneyland

Base on the proactive approach

Responsibility of Disneyland towards the employees: • Wages standards - 12 months basic and paid annual leave. Have

the over-time payment and night-shift allowance

• Staff welfare - concerns for the staff (outpatient and hospitalization, dental scheme, life and accident insurance and mandatory provident fund scheme)

• Learning and development chances - not only to offer jobs, but also to offer careers

1. regarded as a priority focus

2. well equip all operational Cast Members to perform the roles effectively

Social responsibility for Disneyland

Responsibility towards customers

1. Resort safety • Serious about customers’ safety• Make sure the kids stay extra-safe

• First aid receive help from registered nurses

2. Guests with special needs • Proved many services for the special needs (stroller re

ntal, baby care center, inductive loops, sign language and written aids)

Responsibility towards physical environment:

Environmental protection: • Attitude and commitment to do what is

right • Aim at increasing our efforts

throughout Hong Kong • Look forward to partnering with the

community

Social responsibility for Disneyland

A better environment

Mission

． Make all dreams come true． Fantasy becomes real and a reality

becomes fantastic as the relive childhood memories and creates new ones.

． A place where storybook fantasy comes to life for children of all ages.

． Create magical memories with beloved characters and discover the fun where imagination reigns.

Changes of Hong Kong Environment

• Hong Kong Disneyland project Announced in 1999

• Community of Hong Kong becomes excited.• Mass media were discussing about the project

constantly and sharply• Government: “It was a perfect association”

However, Is it really as wonderful as we thought?

We can find that the Disneyland have change

three types of environment.

• Economic environment

• Social environment

• Cultural environment

1.Economic environmentBefore complete the 1st project of Disneyland,

people thinks that Disneyland can:

• Attract more tourist

• Excite the local market

• Push forward the economic environment

• Increase the employment rate

• Rise the income of Hong Kong people

• Improve the standard of living

2.Social Environment

Effect • Eliminate the unemployment (10000-job opportunities)

Kinds of labour • Mechanist • Electronic Engineers

2 kinds of labour with less-education Only can get a few amounts of wages

Only brought a few promote to the local market

3.Cultural Environment

Dedicated to:• Making dreams a reality for families and children

Focus on:• Public service initiatives• Community outreach • Volunteerism in areas (learning, compassion, the arts and

the environment.)

Engage in activities:• Promote creativity• Education• Environmentalism

Market Structure of Disneyland

Way to the market structure:• Number of sellers and buyers• Nature of products• Ease of entry and exit• Availability of information

Disneyland is an oligopoly.

Features:• A few dominate sellers in the market.• The firms produce similar but differentiated

products• Entry is restricted by the government• Market information is imperfect

Disneyland and Ocean Park:• Regulated by the government • Having a huge capital/technological requirement.

Products and services of them are similar:• Disneyland - Disney products

• Ocean Park - Product about the wild animal

We are difficult to get the necessary information, as they are restricted to

the producers only.

Market Structure

Disneyland and Ocean Park are the oligopoly.

Distribution channels of Disneyland

Entrance tickets sold by two ways:• Customer bought direct from the Disneyland • Customer bought thought the agents or brokers

Hotel service:• Services are selling directly to the customer.

Product of Disneyland sold by two ways: (souvenirs, clothing, unique gifts, etc)• Directly sells the product to the customers (In the Disneyland)• Sell to the customers thought the retailer shops (Outside the Disne

yland) Disneyland mainly sell the products and services by itself. But sometime it also sell thought the retailer to have more customers.

Changes of demand & supply

Things about the Disneyland change the demand and supply of Disneyland.

We have chosen some of them to explain how they have change the demand and supply.

1. Disneyland gave out a premium and the Ocean Park follow

Reduces the price; can’t attract more customers Supply curve shifts downwards

Gain of Disneyland is smaller than the loss. So it is an inelastic demand.

Disneyland

1. Disneyland gave out a premium and the Ocean Park follow

Substitute of Disneyland, so the demand curve shifts leftwards.

Ocean Park

2.The personal services are bad.

Arrogant made the traveler discontented, they will loss some traveler Demand decrease, supply will no change, the price decrease the quantity transacted decrease

3. Ocean Park enlarges with more facilities and hotel.

Demand of Ocean Park will increase

Influence Hong Kong Disneyland and rap visitor

Demand(D) of Hong Kong Disneyland decrease, supply will no change, price decrease, quantity(Q) transacted decrease

4. Marriage services of Disneyland.

• Hold the wedding attract more traveler

• Demand(D) increase, supply no change, the price(P) increase and the quantity(Q) transacted increase

5.Disneyland employs more staff

Add more manpower, reduce the waiting times.

Demand(D) increase, supply will no change, price(P) increase and quantity(Q) transacted increase

6. Disneyland detrude some special goods

on “The Nightmare Before Christmas”

• Disneyland sell the good to harmony with Halloween, attract more traveler and people who like the “The Nightmare Before Christmas” to visit it in Halloween

• Demand(D) increase, supply will no change, price(P) increase and quantity(Q) transacted increase

Invited 50 people

from 5/11 to 25/11

http://www.my3q.com/home2/80/ltss00710/46075.phtml

Questionnaire

Questionnaire 1.Have you even been the Hong Kong

Disneyland?

Yes20%

No80%

Yes

No

Questionnaire 2.What is the age group of

Disneyland customers?

Children.55%

Teenager43%

Middle-ager2%

Children.

Teenager

Middle-ager

Questionnaire 3.What kind of people cans the Disneyland attract?

traveler57%lovers

13%

family30%

traveler

lovers

family

Questionnaire

4. Did the price of the ticket is reasonable?

reasonable28%

unreasonable72%

reasonable

unreasonable

Questionnaire

5.Will you visit the Disneyland?

Yes54%

No46% Yes

No

Questionnaire6.Can the Disneyland project improve the Hong Kong economic environment?

Yes78%

No22%

Yes

No

Questionnaire

7.What industry can gain maximum profit?

Hotel17%

Tourism70%

Retail business13%

Hotel

Tourism

Retail business