. SWOT Analysis
5.1 Strengths
i) Strong financial background
First, Disney store has a very strong financial back up by Disney. It is very important for Disney Store to have market development and store improvement.
ii) Exclusive for Disney’s products
Second, Disney Store is an exclusive agency for selling Disney’s products: Toys, clothing, stationary and gift items etc. It provides many choices for the customers and satisfies their needs. Customers might think of Disney Store immediately when they want to buy Disney’s items.
iii) Well-known brand
“Disney” is a well-known brand all over the world. The image of Disney is very healthy and positive. It is welcomed easily accepted by its target segments.
5.2 Weaknesses
i) Unchanged visual merchandising
One of the weaknesses is that the visual merchandising is not changed regularly; the window display is the same for many years. In this way, customers will feel boring because no stimulation and attraction for them.
ii) Stores are lack of theme decoration
Monotonous decoration in every Disney store fails to attract customers. Because there is no excitement, customers tend to stay in the store for short time.
iii) Passive staff’s attitude
Staff are seldom greet and farewell customers. Although they answer enquires from customers, few of them introduce products and new information to customers proactively. Therefore, they fail to identify customers’ needs.
5.3 Opportunities
i) Solo Tour
The practice of Solo Tour has brought a significant economic benefit to retail industry in Hong Kong. 3 more provinces will be listed on Solo Tour. It is estimated to generate 43 million of traffic flows and every visitor would spend around HK 5,600 in Hong Kong. The benefit to Disney store is that more visitors will familiar with the Disney products and generate sales. Increasing awareness of Mainland people towards Disney stores in Hong Kong may be the opportunity for Disney to further develop the China Market.
ii) Opening of Hong Kong Disneyland
“Disney” has been a hot gossip among the mass. The awareness of Disney, no matter the store or the theme park, has been increasing a lot. It attracts both Disney fans and non-Disney fans. Disney store could be the supplement of the theme park. As the result, the demand for Disney’s product has becoming larger.
5.4 Threats
i) Competition with the Disney Store in the theme park
After the establishment of theme park, the competitive force of Disney store might not as large as the stores in the park. Customers might prefer to buy souvenirs in the park rather than the outlets.
ii) Decreasing birth rate
The trends of late marriage and family planning result in shrinking the market size of Disney store, and gradually lower the demand for Disney products.
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