Elements Of Its Marketing Mix Tourism Essay Example

Elements Of Its Marketing Mix Tourism Essay Example Elements Of Its Marketing Mix Tourism Essay Elements Of Its Marketing Mix Tourism Essay the park successfully maintains local clients trueness with changeless entrywaies. Hong Kong Disneyland has a competitory advertisement scheme to pull these mark clients. It placed intensive sum of advertizements postings in the train Stationss and major MTR Stationss that visitants and local targeted groups are exposed with new selling runs and promotional events from the company. In add-on, the company besides has developed discounted travel bundles with the taking air hoses in order to maximise attendings during loose seasons. 3.3 Positioning Hong Kong Disneyland is positioning household oriented entertaining subject park with spirit of household and merriment. Ocean Park, which is the major rival, otherwise places itself as edutainment of ocean and grownup adventuresome amusement. Therefore, there is no ferocious competition between these two subject Parkss in Hong Kong. 4. Pull offing Customers In the subject park industry, the subject park experience is the new step of success. With the addition in discretional income and going chances, visitants have become more demanding in their outlooks of subject park public presentation, which requires the subject parks non merely supplying great service but besides being able to arouse visitants positive emotional feelings. ( The subject park experience, Shuk-ting Doris, 2008 ) The subject park experience depends on service quality of its staffs and installations, every bit good as the visitants behaviours. Due to the big figure of visitants flood in during vacations, Hong Kong Disneyland received complains about the hapless service public presentation and improper behaviours of some visitants. The company has started new enlargement undertaking since 2007 to increase capacity to pull more adolescents and young-adults. The replete value of client service is to bring forth long term client relationship and create superior client values with satisfaction that the satisfied clients are more likely to go the loyal visitants. Principles of Selling: an Asiatic Perspective Philip Kotler, 2011 ) Hong Kong Disneyland has a major rival in the part, the Ocean Park. In order to derive more market portions, the company uses client relationship direction plans, such as one-year base on ballss, promoting regular visit footing, gives the visitants 5 % to 15 % price reduction when they shop or dine in the park or the resort hotels. As one of the most popular finishs in Hong Kong, Hong Kong Disneyland has become an icon in back uping Hong Kong s place as one of the universe s top metropoliss for leisure tourers and concern visitants. 5. SWOT ANALYSIS From the following SWOT analysis tabular array, HKDL takes many advantages and chances to spread out more market portion and growing. Strengths Failings Opportunities Menaces Good Location Strong Financial and Network Support by HK Govt Renowned Brand Image A ; Exclusive Brand Characters Comprehensive Staff Training Huge Loss in the past 5 old ages Small visitant capacity Theme Park Expansion More Mainland China Arrivals Multi-Cultural Celebrations Strong direct A ; indirect rivals Worsening birth rate in HK A ; China 5.1 Strengths Strong Financial and Network Support by HK Government Hong Kong Government has invested HKD 22.45 billion in HKDL, and provides the site near Hong Kong airdrome in Penny Bay for 50 old ages rental at sensible footings, and offered a railroad web by the Mass Transit Railway. By this favour, HKDL has less fiscal force per unit area so that it can concentrate on merchandise and service development. Good Location As mentioned, HKDL is located in Benny Bay which near to Hong Kong airdrome, it is convenience to tourers can get to HKDL within 15minutes. Renowned Brand Image A ; Exclusive Character From The Global Attractions Attendance Report 2011 conducted by TEA/AECOM 2011, Walt Disney attractive forces are the top of the top 10 subject park group worldwide [ 1 ] , The positive and cheerful trade name image of Disney addition legion household and kids fans. Comprehensive Staff Training Over 300,000 hours staff preparation maintains good service quality. [ 2 ] and guarantee to allow client hold a relaxing and gratifying experience in subject park. 5.2 Failings Huge Loss HKDL has a immense loss in the past five 5 old ages with over 200 million USD, a batch of remarks and intuition criticized from Hong Kong Government and media, HKDL faces a large challenges from outside, including how to increase attending rate instantly. Small Visitor Capacity HKDL is the smallest Disneyland in the universe, overcrowding job was occurred in Chinese Lunar New Year vacation in 2006, many visitants was refused to come in the subject park because of full capacity, even they present valid ticket. [ 3 ] True, little capacity affects the profitableness, and visitants can walk through the subject park at one time and diminish the chance of repetition coming. 5.3 Opportunities Theme Park Expansion 7 new themed countries will be opened in 2013, it is non merely mostly increase no of visitants, it besides makes merchandise variegation, it is effectual to spread out mark market. More Mainland China Arrivals Increasing single travels from Mainland China becomes the largest group of subject park attendings but local is diminishing from 40 % in 2008 to 31 % in 2011. [ 4 ] HKDL should develop more selling activities to spread out China market such as cross-over Chinese usage and tradition with Disney characters. Multi-Cultural Celebrations Hong Kong is a multi-cultural society and there are many different sorts of jubilations and festivals. HKDL can take this advantage to form several of jubilations, to pull more tourers and local. 5.4 Menaces Strong direct A ; indirect rivals A serious menace comes from its direct and indirect rivals: Ocean Park, Shanghai Disneyland and Singapore Universal Studios, and South Korea Universal Studios, which will be opened in 2014. Ocean Park was awarded to the top subject park by Applause Award 2012 late. [ 5 ] HKDL need focal point on variegation and maintain client trueness. Worsening population size in HK A ; China kid market Birth rate in HK A ; China are worsening in these 10 decennaries due to one kid policy, it is undoubtedly consequence the attractive force of HKDL, it should develop new mark market to immature grownup and adolescents, non merely pull the leg of amp ; household. [ 1 ] TEA/AECOM 2011. Theme Index: The Global Attractions Attendance Report.A AECOM. P11-12, 5 June 2012. [ 2 ] Administration s paper on update on Hong Kong Disneyland Legislative Council, HKSAR P1, 17 January 2012 [ 3 ] Disney Culture Shock .A The Standard. Hong Kong. 19 March 2007 [ 4 ] Administration s paper on update on Hong Kong Disneyland Legislative Council, HKSAR P1, 17 January 2012 [ 5 ] Ocean Park functionary imperativeness release, 20 November 2012 6. Selling Analysis Product life Cycle After first few old ages of debut of HKDL, the subject park now enters into a growing phase in merchandise life rhythm. This means the park is in a period of rapid market credence and increasing net income. HKDL should maximise market portion with the advantages of turning figure of visitants. By this, the park should use the distribution range and their publicities should aim a broader subdivision on clients. In BCG matrix, HKDL is in Question Mark phase ; it means high market growing but low market portion. From the above information, increasing attending rate from these 5 old ages indicate HKDL has high growing but low market portion, HKDL need invest much in merchandise and market development, to heighten profitableness and spread out the market portion. In order to step up to the phase of star ( market leader ) , HKDL adopts both merchandise development and market development schemes that it can be measured by the undermentioned execution of HKDL: Merchandise Development To turn market, HKDL concern to gaining control Mainland China clients, HKDL develops new merchandises to turn the market. HKDL is continuously built up new themed-areas ( merchandise ) to the market ; the aim is to capture more clients. To pull more Mainland China clients, HKDL is specially designed Chinese tradition and usage into Disneyland, and organized some particular jubilations such as Mickey Celebrates the twelvemonth of Ox , HKDL has launched some Disney Fai Chun, ruddy pockets and Disney sketch jerseies with Chinese features. Market Development At meanwhile, HKDL understands non merely aim household and childs, it tries to utilize bing merchandise to spread out new market such as immature grownup and adolescents. HKDL established many new exciting games to capture more new mark market. HKDL organized Disney s Haunted Halloween at dark in Halloween season ; it aims to capture immature grownup and adolescents merely. To prosecute new mark group, HKDL resort offers fairy narrative nuptialss services with Disney sketchs. 7. Selling Plan As mentioned in old subdivisions, HKDL s selling scheme is based on placement of household oriented amusement. The primary client mark is mainland China visitants who do non hold much subject park experience and the secondary client mark is local households with childs who can be regular visitants for household assemblage. The tabular array below shows the visitant distribution between 2008 to 2011 among different client groups: Beginning: Themed Entertainment Association ( TEA ) study 2011 From the above figures, the Local visitants remain the same degree of figure of attendings over last old ages. Therefore, HKDL should broaden their clients subdivision in concentrating the Local visitant, seeking to increase the figure of attendings in this group. In the followers, a selling program will be introduced in order to broaden the client group of HKDL. Target client HKDL should set more focal point on local visitant groups. There is greater chance for repeated bargain within this group. Most of visitants from China or other topographic points will see Hong Kong one time or even less a twelvemonth. HKDL could establish different publicities or present several client trueness plans for increasing the attending of local visitants. Product/Service Strategy New themed country, Mystic Point, will be opened in 2013. Together with Grizzly Gulch, which was opened in 2012, it is expected to convey new escapade experience to the immature visitants. Positioning The park should place itself as a top touristry finish for visitants to Hong Kong every bit good as an entertaining local subject park for local Hong Kong peoples. The park should market itself as an built-in portion of Hong Kong society to pull more local visitants. Promotion The park can present new publicities to make consciousness of local Hong Kong people for increasing re-visit rate. These include free tickets for birthday childs, a package of household tickets price reduction or household jazz band set repast in the eating house inside the subject park. Pricing Scheme The park manages its client with one-year base on ballss to raise client royalty. The park should offer price reduction of the one-year base on balls reclamation for the following twelvemonth. This can farther retain clients and increase the client trueness. Besides, the park should present pupil tickets that will besides increase the visitant rate of adolescents and households. Marketing Communication Strategy Sarah Fox, direct of marker, merchandise scheme for HKDL Resort, pointed out that the immature grownups are digesting media in assorted ways utilizing Facebook, the cyberspace and via their nomadic phones, which is why Disneyland has decided to tap on these channels to make out to them. Adaline Lau, Market-interactive.com, 06-Nov-2009. The conventional media channels become less effectual presents. The park should present its message via different new channels that is good adopted by the local Hong Kong people today. These include Facebook, Weixin and the Apps in smartphone. Social Responsibility To place the park as an built-in portion of Hong Kong Society, the Parkss should perpetrate its part to Hong Kong society by different outreach programmes. These include free park drives for selected underprivileged households, making environmental consciousness in Hong Kong and voluntary plants to the community. 8. LIMILATIONS A ; ETHICAL IMPLICATION Ethical Deduction The park continues to use its country and installations to pull more clients. The park enlargement may necessitate building or renewal plants that will damage the wildlife or doing pollutions in the country. Therefore, the company should do every attempt to conserve the environment when a building is required. The park could ask for environmental protection organisation, such as Greenpeace, to measure the impact to the environment foremost before they start the building. This could cut down the impact to the park. Restrictions In this study, the current selling scheme of HKDL is reviewed and a selling program is developed for the park. In this procedure, there are 2 chief restrictions deliberated. Competition environment It is assumed that HKDL competes straight to other subject Parkss merely. However, in existent state of affairs, there are indirect competitions between HKDL with different touristry musca volitanss like, Ngong Pinging 360, the Peak. Tourism industry The touristry industry affects profoundly in the concern of HKDL since over half of HKDL s visitants now are visitants to Hong Kong. The market size of the subject park industry varies to the touristry industry environment. In this study, it is assumed that the market size is fixed and no affected by the touristry nor economic environment of Hong Kong or in South East Asia Region. 9. Decision In decision, HKDL offers subject park A ; resort experience, It chiefly targets visitants from mainland China part and local households with childs. Although HKDL has a batch of advantages such as fiscal support from HKSAR authorities and renowned trade name image, nevertheless Its major rival in the part, Ocean Park did a good occupation and awarded to be the top one subject park. In anterior to serious menaces by rivals, HKDL follow merchandise development and market development scheme to spread out new market and enhance market portion, new themed country is opened to convey new escapade experience to the immature visitants. Besides, HKDL should establish different publicities or present several client trueness plans for increasing the attending of local visitants, for illustration, HKDL can utilize Facebook, Weixin and the Apps in smartphone to offer trueness plan and repetition sing inducements, to pull immature grownup and adolescents. REFERNECE A ; BIBLOGRAPHY [ HK Disneyland Annual game Review2011 ] [ hypertext transfer protocol: //en.wikipedia.org/wiki/Hong_Kong_Disneyland ] [ hypertext transfer protocol: //park.hongkongdisneyland.com/hkdl/en_US/home/home? name=HomePage ] [ hypertext transfer protocol: //www.oceanpark.com.hk/html/tc/home/ ] [ HK Disneyland Annual game Review2011 ] [ hypertext transfer protocol: //park.hongkongdisneyland.com/hkdl/en_US/home/home? name=HomePage ] Principles of Selling: an Asiatic Perspective Philip Kotler, 2011 TEA/AECOM 2011. Theme Index: The Global Attractions Attendance Report.A AECOM. P11-12, 5 June 2012. hypertext transfer protocol: //hk.apple.nextmedia.com. Apple Daily, 20 January 2010 A Disney Culture Shock .A The Standard. Hong Kong. 19 March 2007 Administration s paper on update on Hong Kong Disneyland Legislative Council, HKSAR P1, 17 January 2012 Ocean Park Hong Kong Recognized as World s Top Theme Park by Prestigious Applause Award A , Ocean Park functionary imperativeness release, 20 November 2012 HONG KONG DISNEYLAND ANNUAL BUSINESS REVIEW FOR THE FISCAL Year 2011 hypertext transfer protocol: //www.marketing-interactive.com/news/16184