Market Situation Essay

560 words - 2 pages

Report - Disneyland Christy Chan, Fiona Tang F.6AMarket Situation And Competitive Analysis Marketing EssayThe aim of this assignment is to understand and apply the marketing communication concepts via the books, journal and theories to analyze the market of Hong Kong Disneyland. Also, make use of the variety of communication, promotional mix, SWOT analysis and DAGMAR approach examine the Hong Kong Disneyland in order to find out successful and provide some improvement for them.Market Situation and Competitive AnalysisThere are only two theme parks which are Ocean Park and Disneyland in Hong Kong. The attraction point of Ocean Park is to provide exciting and adventure games for teenagers. Conversely, the tendency of Disneyland is fantasy and delivers outstanding service to the customer. Although they are in the same industry and provide similar service to customer, they do not have the direct competition or conflict, because their target customers are totally different as Disneyland is targeted by children and family oriented. Recently, there are many Chinese tourist visit Hong Kong under the new policy condition. They will become the potential target group for Disneyland in the future.SWOT AnalyzeFor the StrengthHong Kong Disneyland is joint venture between The Walt Disney Company and the Hong Kong Government which hold 43 percent and 57 percent stake in the park (Groves, 2009). The strong financial support and resources backup make sure the development of theme park would be valued and constant.Simultaneously, because of the investment contained by the two big investor-Walt Disney, which has enough experience in operating the theme parks in different countries and the Hong Kong...

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