disney: losing magic in the middle kingdom

It also covers the park's positioning and product offerings, the remedial actions taken by the company, an analysis of the market dynamics for both local and overseas visitors, and the competition faced by the park. 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. The Ansoff Product Market Grid suggests four generic growth strategies.ĮMBA Pro Ansoff Matrix / Product Market Grid Solution for ' Disney: Losing Magic in the Middle Kingdom' case study

The Ansoff Matrix / Product Market grid is a framework that enables Disneyland Park to identify growth opportunities by leveraging both internal strengths and external opportunities. The Ansoff Product Market Grid is also widely known as Ansoff Matrix. In 1987, Ansoff suggested a Product / Market expansion 2 by 2 grid. Introduction to Ansoff Product Market Grid / Ansoff Matrix

Disney: losing magic in the middle kingdom