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Feb 20, 2024
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Hi Everyone, I am Bharadwaj ,Now I am going to discuss Disney's strategic assets in
the context of chinese culture, using Professor Brannen’s concept of recontextualizing strategic assets. Initially there were few adavantages and disadvantages with the openeing Hong kong disney land.
lets take a look at them.
Advantages:
1. Cultural Appeal:
As The disney's iconic characters like Mickey Mouse and Donald duck, enjoy widespread love in China, Eliminating the cultural barriers.
Their universal appeal is based on fun and positive morals which sets a favorable foundation for acceptance.
2. Local Adaptation Efforts:
Disney really put some good efforts when aligning with chinese culture. For example
- Consulted Feng shui experts for park layout.
- Incorporated traditional ceremonies and symbolic elements, like the lucky number eight.
- Offered culturally significant dishes like Chinese dim sum and sweet and sour pork.
- Implemented squat toilets to accommodate local preferences.
- Language considerations with fluency in Cantonese, Mandarin, chinese and English.
3. Language Considerations:
Here disney Demonstrates awareness of linguistic variety in the region and they hired Cast members who must speak Cantonese, Mandarin, and English fluently, providing information in both Chinese and English.
Disadvantages:
1. Unfavorable Position:
China rejected Disney's initial strategy of collaborating with American culture, suggesting a misalignment with the local cultural environment. This might have disconnected the audience connection and visitor satisfaction.
2.Attraction Provisions:
Complaints about restricted attractions and calls for park development indicate potential dissatisfaction with the variety of offerings. A limited attraction range may discourage repeat visits and hinder audience expansion.
3.Issues with Overcrowding:
Overcrowding concerns pose challenges in managing guest experiences. This can impact perceived value, disrupt visitor experiences, and lead to legal problems. Addressing overcrowding is crucial for maintaining a positive brand image.
In conclusion, while Disney's global appeal provides advantages, challenges arise from early failures in adapting to Chinese culture. Continuous adaptation and experience-based learning will enable Disney to successfully leverage its renowned brand while meeting the evolving needs of the Chinese market. Thank you.
SECOND SLIDE:
Learning from Hong kong disneyland. The experience gained from running Hong Kong Disneyland can provide valuable insights and lessons for The Walt Disney Company as it intends to expand into the
broader China market. Here are several ways in which this experience could be beneficial:
1. Cultural Sensitivity and Adaptation:
Use insights from Hong Kong Disneyland to tailor campaigns, events, and services for mainland China's diverse cultures. Understanding and embracing subcultures will make Disney more relatable.
2. Operation Flexibility:
Adopt flexible operating approaches to meet the diverse needs across China. Being quick to address challenges ensures a positive brand image. Anticipating problems is key to success.
3. Market Research and Understanding:
Invest significantly in market research specific to mainland China. Learn about regional differences in customer behavior, purchasing trends, and entertainment preferences. Customize products based on this valuable information.
4. Localization of Attractions and Content:
Expand localization efforts beyond Hong Kong. Create original attractions inspired by Chinese culture, history, and mythology. Collaborate with local producers and artisans for an authentic touch.
5. Communication and Public Relations:
Develop a solid communication plan, respecting local media standards and promoting transparency. Learn from past experiences,, and maintain open communication.
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6. Employee Satisfaction:
The company received complaints from employees about unfair wages and being overworked, which led to high turnover and low staff morale. In summary, Disney's experience in Hong Kong provides a valuable playbook for a successful expansion into mainland China. Adapting to diverse cultures, being flexible, conducting thorough research, localizing content, and fostering positive relationships are key strategies for Disney's continued success. Thanks!