. Should Ocean Park intensify or reduce its head-to-head competition with Disneyland? Explain.
Regarding the coming of Disney land in 2005, many analysts and even Ocean Park themselves aware of this powerful rival and predicted that their ending is soon to become. On the contrary, the outcome of this battle is not as it was predicted. Ocean Park has gained benefit from Disneyland, it help boost the attendance, and also contribute revenues and profits. A few years later, it seems that Ocean Park has overcome the Hong Kong Disneyland, in terms of visitors and revenues.
The aqua theme park, based in Hong Kong’s Aberdeen district has registered 5.4 million visitors in 2010. In comparison, ...view middle of the document...
Moreover, they also provide “edutainment” program which give visitor a chance to learn more about animal and have fun at the same time (Mike W. Peng, 2011) Lastly, the seasonal holiday event that they held, they have tried to implement with Easten style. Such as Chinese New Year, and a Haloween with a ghost from local lore, which help they touch Asian visitor heart.
Rarity – Aquarium and animal attraction
It has position themselves as a marine based attraction with real animals, in contrast to Disney’s strengths in cartoon characters, castles, virtual reality and fantasy. They planned to add more animal species, including whale, polar bears, panda and penguins to emphasize that the visitor would be able to directly connect to the nature while visiting the Ocean Park.
Imitability – Costly to imitate
In terms of imitating Ocean Park, it might not be hard to imitate but it could become more costly. Investing in aquarium and gathering many animal species might be high. In addition, Ocean Park has a rare animal Panda, which could be represented as an Asian animal. It is also a symbolic animal which builds up a good relationship between two country China and Hong Kong. Moreover, the Eastern cultural that Ocean Park implement in the event is create value among Asian people. On the contrary, Disneyland might not be able to create impression among Asian visitors, as it is a global brand who focused on western culture.
Organization – Focus on Human resource, and operation
As a long period that they have been in Hong Kong, they familiar with the Eastern cultural, and know how to implement and share with its shareholder. They have diversified organization with many staff working together in different disciplines and professions to achieve business goals. Now that they have a skilled worker, they could provide better service to a customer. In addition, after their renovation they have d the operation to be more consistency. (http://dimension.jobsdb.com/Templates/10100108/static/OP_Overview.html)
After the brand reposition and product update, it become easier to differentiate themselves from Disneyland. Even though their target customer is the same segment, but they their positioning were different. As a result, they should reduce the head to head strategy, and go back to their roots and strength their competency. As mentioned above, both Ocean Park and Disney land draw visitor to Hong Kong, and with visitor spend a longer stay since they want to visit these two theme park.
Both theme parks have embarked on expansion...