...MBA Case Brief Number 6 November 9, 2010 What? In the short term, Hong Kong Disney need to minimize the amount of guest allowed into the park on a daily basis to reduce capacity. In the long term, Hong Kong Disney needs involve China in more of their management operations and decision making. Why? Short Term: It was clear that there was a capacity problem during the 4 weeks of testing prior to the grand opening of Hong Kong Disney. During the test run, they invited 30,000 individuals per day to visit the park to test the rides and attractions. For example, on September 4, 2005, approximately 29,000 local visitors went to the park. The average queuing time was 45 minutes at the restaurants and more than two hours for the rides. In addition, customers also complained that the park was too small. Hong Kong Disney only has 22 attractions; 18 fewer than the other Disney theme parks, making the capacity level much smaller and the lines much longer for each attraction due to overcrowding. Furthermore, Hong Kong Disney introduced a new discounted, one-day ticket that can be used at any-time during a six month period. However, they did not take into consideration specific holidays such as the Lunar New Year. The influx created a major problem when the park could not accommodate additional guests. The steel gates were locked and guests were understandably upset. Long Term: Hong Kong Disney had tried to use the mistakes during the opening...
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