Disneyland in Hong Kong
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In 1955, Walt Disney opened an amusement park in Anaheim, California, which changed the way that Americans, and the world, viewed such entertainment. Once the domain of carnival hucksters, amusement parks underwent a significant makeover at the hands of the head of the Disney Studios. Through shrewd marketing, including a tie-in to a national television program, Disney successfully marketed Disneyland as a unique entertainment experience and made his theme park world famous. In the mid-1960s, plans were made for a second park, this one located in Florida, which was significant larger than the Anaheim park and which opened in the early 1970s. A third theme park opened in the 1980s in Tokyo, and a fourth in Europe in the early 1990s. The company also operates resorts at each of the theme park sites (with the exception of Tokyo). This research considers Disney's recent announcement that it will be locating a fifth theme park in Hong Kong, and considers that decision both from the company's perspective as well as from the perspective of Hong Kong.It is important that a company undertake international marketing with the same care and consideration that it uses when introducing a product domestically. This means that the company needs to understand the key features of the target market. Such features include the size of the market and its anticipated rate of growth, the stage of development that the market is in, the stag
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e theme park note that although the park will result in thousands of local jobs, many of those jobs (apart from the construction-related jobs) will be primarily low-skilled and low-wage employment. However, the deal also includes improvements to the local infrastructure (to be paid for by the Hong Kong government) which will benefit local residents and businesses as they find it easier to move goods and people around the region (Patanne, 1999, p. BSWD8193968).
Hong Kong Disneyland
Hong Kong Disneyland will be built on reclaimed land at Penny's Bay, a remote inlet on Lantau Island. The park will be located close to the new airport, and situated approximately 12 kilometers west from the center of Hong Kong proper. Visitors will be able to reach Hong Kong Disneyland by air (at the new Chek Lap Kok airport) as well as by high-speed rail, highway and ferry. As with the company's other theme parks, Hong Kong Disneyland will feature a castle from a fairy tale (Cinderella or Sleeping Beauty, most likely), Main Street USA, and Fantasyland. Disney movies will provide the story lines for many of the attractions, and there is unlikely to be much concession to the fact that this is the first Disney theme park in China (although the comp
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Approximate Word count = 5198
Approximate Pages = 21 (250 words per page)
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