1. Executive Summary
From the time when Disney is a very well-known and popular global brand all over the world in the mid of many people, its service in Hong Kong’s Disney Store has a higher expectation which is similar to that of its stores in the United States. From my observation and questionnaire with its target customers, which is family with children, it is no doubt that, Disney Store in Hong Kong do not have such a higher service and retail standard to fulfill customers’ needs.
The main objectives of our research are to understand the target customers’ profile, their expectation and satisfaction towards the Disney Store in Hong Kong; to trace out the current situation of Disney store; and formulate a new marketing plan by applying suitable retail trends to improve its business performance.
From the focus group interview, we have found that there are three aspects that Disney Store is weak in, they are Physical Evidence, People and hence the Store Image. Therefore, we mainly focus on improving Physical Evidence and People in order to build an “Entertainment” image of Disney Store.
For Physical Evidence, we suggest Disney Store holding some regular fun show for families to participate so as to enhance their involvement to create positive word-of-mouth, draw customer traffic and build the “Happy, Funny & Playful” images at the same time. Meanwhile, setting up a playing zone for children is another suggestion to attract parents stay longer and visit more with their children. Holding interest class to develop children’s interest in different areas was mentioned by the respondents in the focus group interview. For its visual merchandising, we suggest Disney Store should change its window display regularly by establishing some special themes to fit the seasonal changes or famous festivals.
For People, we suggest Disney Store providing training to its front-line staff so as to facilitate the above strategies. For instance, pro-active front-line staff can inform customers about the details of the activities will be held. Moreover, improving front-line staff’s attitude is also vital to increase customers’ satisfaction.
In conclude, by implementing all these marketing strategies in Disney Store, we believe that it will provide an excellent and outstanding retailing services and strengthen its store image to its target customers, which are families with children.
Credit:ivythesis.typepad.com
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