Case Study 1 BEHAVIOR OF CHINESE TOURIST AND INTERNATIONALIZATION STRATEGY OF

DISNEYLAND

CASE STUDY 1

BEHAVIOR OF CHINESE TOURIST AND INTERNATIONALIZATION

STRATEGY OF DISNEYLAND

QUESTION OR HIGHLIGHT BELOW ISSUES

Ensure you provide explanation of the following main case questions:

1. What led to the eventual woos experienced by HK Disneyland in its first year of
operations? How should HK Disneyland rectify its market situation?

2. Up to what extent could HK Disneyland adapt its product to the Chinese consumers
without diluting its image?

3. How should HK Disneyland address competition?

You are advisable to include further questions to support your arguments/explanation.

1. Do you agree with the choice of HK as Disney’s third site outside of the US?
Please explain your answer.
2. What factors should be considered by Disney in the process of choosing a
location for it’s their site outside the US? Discuss the different factors and
illustrate each factor’s importance to the issue.
3. Why was HK Disney’s performance on its first year below target?
4. In terms of foreign direct investment, how do you characterize Disney’s venture
overseas? Was the arrangement with HK government the ideal situation for
Disney? What are the pros and cons of the joint venture with the HK
government?
5. What other factors could Disney localized in its Hong Kong venture?