Case Name :      Hong Kong’s Ocean Park: Taking on Disney

Authors :           Michael N. Young, Donald Liu, Derek Au, Karen Hung, Crystal Wong, Marty Yam

Source :             Ivey Publishing

Case ID :            906M75

Discipline :        Strategy

Case Length :    16 pages

Solution Sample availability : YES

Plagiarism : NO (100% Original work)

Ocean Park was the only amusement park in Hong Kong until 2005, when Hong Kong Disney exploded onto the scene. Outlines Ocean Park’s history and its response to Disney’s encroachment into its market. Ocean Park acted swiftly and decisively to capitalize on the excitement generated by Disney, thus turning what could have been a threat into an opportunity. In terms of business-level strategy, the park moved to accentuate the differences with Disney rather than compete head-on. As the CEO stated, “We have no intention of trying to out-Disney Disney.” The park focused on its aquarium, animals, and thrill-rides as opposed to the “fantasy” and animated characters that make up Disney’s core competence. By following this strategy, the park was able to capture a large portion of Disney visitors that came from Mainland China. Also discusses a recent restructuring, human resources management issues, and other challenges that the park faced in 2006.