Transcript Business_Project3

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
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Hong Kong Disneyland Hotel

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:
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Wages standards - 12 months basic and paid annual leave. Have the over-time
payment and night-shift allowance
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Staff welfare - concerns for the staff (outpatient and hospitalization, dental
scheme, life and accident insurance and mandatory provident fund scheme)
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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
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Serious about customers’ safety
Make sure the kids stay extra-safe
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First aid receive help from registered nurses
2. Guests with special needs
• Proved many services for the special needs (stroller rental,
baby care center, inductive loops, sign language and written aids)
Social responsibility for Disneyland
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
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 environment
Before 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:
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Number of sellers and buyers
Nature of products
Ease of entry and exit
Availability of information
Disneyland is an oligopoly.
Features:
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A few dominate sellers in the market.
The firms produce similar but differentiated products
Entry is restricted by the government
Market information is imperfect
Market Structure
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.
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 Disneyland)
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
Disneyland
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.
1. Disneyland gave out a premium and
the Ocean Park follow
Ocean Park
Substitute of
Disneyland, so the
demand curve shifts
leftwards.
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
Questionnaire
Invited 50 people
from 5/11 to 25/11
http://www.my3q.com/home2/80/ltss00710/46075.phtml
Questionnaire
1.Have you even been the
Hong Kong Disneyland?
Yes
20%
Yes
No
No
80%
Questionnaire
2.What is the age group of
Disneyland customers?
Middle-ager
2%
Teenager
43%
Children.
Children.
55%
Teenager
Middle-ager
Questionnaire
3.What kind of people cans the
Disneyland attract?
family
30%
lovers
13%
traveler
traveler
57%
lovers
family
Questionnaire
4. Did the price of the ticket is reasonable?
reasonable
28%
reasonable
unreasonable
unreasonable
72%
Questionnaire
5.Will you visit the Disneyland?
No
46%
Yes
Yes
54%
No
Questionnaire
6.Can the Disneyland project improve the Hong
Kong economic environment?
No
22%
Yes
No
Yes
78%
Questionnaire
7.What industry can gain maximum profit?
Retail business
13%
Hotel
17%
Hotel
Tourism
Retail business
Tourism
70%