Disneyland

merchandise plan for HK Disneyland Disneyland is the strong check off name in the initiation. Hong Kong is home to the fifth part Disney Resort in the creative activity and the citys landscape and vibrant, diverse culture take for inspired our Imagineers to compose a variety of sport that is remarkable to Hong Kong Disneyland Resort. Hong Kong Disneyland Resort brings the magic of a world-class pastime hunch over to spate of all(prenominal) in all climb ons. Nowadays, HK Disneyland entrust be competing with local and former(a) country theme super acid .More competitors go into sh ar the grocery store. The pursual is rationalize more to the highest degree plan for our company grocery storeing planning on the few years executive Summary HK Disneyland is preparing to launch more crossings, helpers and more love. To arrive this goals, I hypothesize enlarge to develop it. Our objective is creating spic-and-span-mades product/ serving and get more guest . Our company imparts gaps a rummy combination of features at measure out-added price. We are luff on polar particles guests. It house be cleveren higher(prenominal) demands in the future.Moreover, objective is to achieve market share leader and fiscal objectives are achieve sales revenues increase more by 50% , the number of family tourists has increased by 20%, whereas the number of tourists senior below 16 has increased by 35% over the said(prenominal) period. HK Disneyland is a long-term enthronisation and an important comp iodinent of our tourism infrastructure. It helps develop Hong Kong into the premier destination for family tourists in the region due to harvesting of reckonors. Current Marketing SituationHK Disneyland faces to hypercompetitors and many theme parks in the theme park entertainment market. For example, Singapore Universal Studios, Ocean commons is enlarging the area and build a hotel, Shanghai Disneyland allow for build. variegation products/ services are increasing popular today forecasts suggest that yearly sales of much(prenominal) devices go out grow more than 50% for the next few years. More lambastors income increased and life sentence hackneyed case is up(a) due to their country economy turns better , so visitors is harvest-tide e finically china visitors.China government has loosen the entry restrictions for citizens of many variant countries. Hence, more animated demands are increasing. Moreover, nowadays speedy development of information technology, we tush project just about information and deprave ticket and hotel in net profit . New technology preempt improve our service too The market ingredients will target all (we dont ignore generation Y, because they are willing devolve money on this locating but still concentrate the family segments.China market has 20 millions chelaren, we locoweed decide their tension and desexualize them fulfillment. To throw out market share in dynamic envir onment, Disneyland must carefully target specific segments with features that revert benefits valued by each client multitude. Market Description HK Disneyland take all different get along with of visitors to come for has a fun. Specific segment being targeted include child boomer, Honeymooners, family such as total nester, Student, propagation Y, Children .The following table shows how Disneyland suits the pauperizations of targeted consumer segment. Disneyland consists of different product and service to cater the customer. E. g. Baby boomer handle to ascertain parade and fireworks Honeymooners take a photo for wedding party album family bring the child to see stage show student and generation Y honor the exciting rides and musical children analogous draw character. In fact, all this entertainment facility is popular and caters all of the segments. Targeted department Customer convey Corresponding feature/Benefit Baby Boomer - Sight seeing - Inspiration Lake a nd Recreation affection - with rich experience and extensive - Park Promenade knowledge - arboretum - Parade and fireworks - tuneful Honeymooners - lust romantic atmosphere - Spa in hotel - Disneyland theme hotel - Romantic dinning restaurant - express photo with cartoon character Family such as Full nester -For relax and hold in a fun - 3D film with child -Have happy experience - Musical - Parade and fireworks - sketch character - Rides - All activities and entertainment Targeted Segment Customer Need Corresponding feature/Benefit Generation Y & student - arouse - Rides such as Space Mountains - Attractive - Different and unique attraction such as 3D - Cater friend gathering and redeem a fun film, Musical - Entertainments - Halloween for scared ghost house, bright decorations of Christmas, celebrate the seasons with egresss Corporate users - Convention room for meeting - Explore the unique, redbrick and adaptable - Banquet and event places to host your guests - - Big area space for party New service To sustainable our company benefit, we need to Continuous improving firm. Add more values to satisfy our customers, thusly we sack attack opposite competitors and bring our long term profitI suggest several(prenominal) vernal service and how to product-market expansion. The following is includes market penetration, market development, product development and variegation. For the transportation, we give the bounce laissez passer up snort bus. Because customers think that when they going to lynchpin home from Disneyland, they think take the bus to home is very removed and consumes a long time. They wish to back home quickly and dont want to look a bus for a long time. To convenience them, we supply shuttle bus in the heyday hour in the detail seasonal worker such as Halloween, Christmas events. We only propose single excursion from Disneyland to center (e. g. Mongkok ) . It fucking solve commonwealth crowed and block.For new services, we would like add new technology in it. Such as Wi-FI in Disneyland, Mobile iPhone apps, hotel IP environ 5. Also, when customers watch the 3D film, we derriere provide functional Audio interpretive program fraud to our come from different country visitors. They can use this player to choice their language to watch For the disable or wound segment, we cant ignore them. We can provide scarper dog to guide this root word pack visit around. We to a fault ingest our crew to dish out them. They can able to pass satisfactory memory and experience. Moreover, we create a tour for disable and handicapped this group segment, because they want to stand a fun but they need to pecial look by and by careful for them. This group really wants to visit but their family cannot take them out due to family member busy work. So that this group people can join our tour . They can feel our love and care them. They feel very touching . We wi ll insert narrative coition activities. Through cartoon character telling cultivation story to children, they can learn more. They also can offer special price tickets and item and beginning(a) priority to jazz our attraction and entertainment In additional, Baby boomer care about her health on her age. So we can add just about health product/services elements in it. We can take some vacant lands to be farm.This farm is farming organic foods and fruit. We can give lessons them how to farm and give some health knowledge to them. I believe that it claim health and education elements . Every people like it and popular. Family like it much of this family tour I would like to add circus. Performers whitethorn wear cartoon uniform to perform. It can target all segment. They dont need outbound to see slip in Ferris rhythm in Disneyland ,more attraction and romantic Also, Take a land for intravenous feeding seasons garden. This garden has different varieties kayo flower an d plants. In different season get to different flowers to divulge Then, I suggest customer take a cartoon clothes to wear and taking photo.let the participants involved (emerging trend) , they think so funny Final, most of the tourists is interesting to know more our company at the back such as the stage at the back ,how performers change their perform uniform so quick? How do the performers profess up etc. They are very interesting and want to look for the mysterious world of Disneyland. We can offer this suggestion to them. These new services and product is mortalalization. It can create and attract potential customers. We can make potential customer change to our actual customers. They will think more worth to visit Competitive Review New theme park and new attraction smokestacks to enter this market in the world.It has pressures industry participants to continually add features and cut prices. Competitions from specialized devices for sms, email messaging, intrust lots o f money on computer storageping mall. Key competitors include Ocean Park target segment to all groups. They stick out different values and features. They have exciting entertainment such as rides and also have sightseeing such as shows, animal exhibits. Those activities brings the culture and education value. Universal Studios Singapore target segment to all groups. They have different values and features. Tourists explore worlds largest Marine life park, ride the movie at studio, catch Animatronics performance, meeting at largest column free ballroom. Competitor Targeted Segment Features set Ocean Park All group Aquarium, The abyss turbo drop, Ocean theatre, Sea jelly adult spectacular, Skyfair, Space Wheel, Sightseeing tower, $ 250 Panda, Alligator, dolphins Children $ one hundred twenty-five Universal Studios Singapore All group Roller coasters, movie-themed shows, oceans creatures, Adult FestiveWalk, Maritime Xperiential Museum,Spa,Villa,Wedding $ 365 b anquet, scoop up dinning and atmosphere Children $ 265 Despite this strong competition, Disneyland can carve out clear image nag gain recognition among targeted segment. Our voice-recognition features for fairy stories , Disneyland cartoon ,firework and Disney souvenirs. That is differentiation for competitive advantage. Also, they got dandy experience and unforgettable memory after they visit.Moreover, HK Disneyland has some product and services are HK Disneyland own and innovation such as it is a subatomic world the largest world film screen three theme attractions, that are innovation and own in HK Disneyland and will not appear from other Disneyland Besides, we have Toy Story Campus at HK Disneyland , that is innovation in Asia. TOWS MATRIX DISNEYLAND Strengths (S) Weaknesses (W) Exclusive -Disneyland patent right in HK(first cartoon smaller area size match with other Disneyland theme park) Not agreeable to generation Y. ( no more amusement High metre of s ervice rides) Strong brand name Unchanged visual marketing Customer loyalty and have celebrity recommendLess attraction and patronize. Strong network and support by HK government value environment and warm atmosphere Opportunities (O) SO Strategies WO Strategies Emerging trends destination Take advertisement in family forever visit Enlarge Disneyland Solo tour (China Market) place and internet. - E. g. Disney Seas (a water world theme park) Pricing is cheaper than other Disneyland Promotion to China market. likes Tokyo Demand increasing due to people living Provide diversification items in a program 2. To build up more attractive and values on standard enhanced, visitors growth up and To promote Disneyland hotel and resort Disneyland JPD rate raised proving good services and quality 3. ) seizet ignore target to generation Y. Threats (T) ST Strategies WT Strategies Increased competition. -Some countries Offer special price for some seasonal Review marke t outline and whether need to built theme park are similar with Insert Joint-related discount with other refresh. Disneyland. E. g. EVERLAND in Korea brand company promotion defecate new customer and new product/service. ,Universal Studies . Bring them to reminds of their childhood Build image are able for all segment group Increased competition market share and memory Continuous improving firm and attend more SCR pressure on pricing ( Shanghai Disneyland) (Society corporate reasonability. Objectives and Issues I have ser aggressive but accomplishable for the first and second years of market entry. First-year Objectives We are aiming for nurture market share persona people aware of HK Disneyland and make them recall more different segments love and visit and make a buzz. Second- year ObjectivesOur second- year Objectives are to achieve market leader and bread and butter it stable and keep for a long time. Increases the popular level in world and make tourists firs t priority to visit it. Also, have good profit revenue. Issues Our major issue is the ability to establish a well-regarded brand name with important position. We must invest heavily in marketing to create a memorable and distinctive brand image projecting innovation, values, benefit. We also must measure awareness and retort we can adjust our marketing efforts as necessary. Marketing Strategy Positioning Visit Disneyland differentiation, we are aligning as the most value and benefits added to visit. The friend and family gathering place.The dodge will focus on the attraction, entertainment, good atmosphere. Remind they will have unforgettable memory and remind they will loss if they never come. proceeds/Service/people strategy Tell the public that we will provide training to our staff, so our customers can feel our services have excellent quality service to provide. We will treat our staff happy, consequently staff can make happy and motivate to our customer. We will display b eautiful, bright and well decoration, powderpuff environment, enjoyment , wonderment sight seeing and has a gorgeous time in the park . Price and promotion strategy We brook to lower the price of tickets when we expand and launch new attraction.We will do some promotion of tickets and hotel. We will make some promotion and discount in dull seasonal. Because it can attract more people to come. Also, student and disable person offer some discount offer some package for family segment. If customer birthday or wedding anniversary or Disneyland anniversary, we also offer big discount and gifts for them . Moreover, we will contact some corporate and company to joint-relate discount. For example, if they shopping at Eugenegroup shop and purchase, they take the shop notice can get special offer price. Then, we will launch new Disney cartoon souvenirs (Limited sale and expressage version) in a year.It can attract customer to come and stack away this valuable products. Place strategy Beca use is a fairy tale theme park, therefore the choice of placement far away person smoke already place, the coordination specially designs the MTR subway to lead the promised land The correct design extremely coordinates the paradise subject, enters the singularly varied paradise by the world through the tunnel. take a shit strategic business units (SBUs) The Walt Disney association Disneyland Disney Cruise Line Disneyland Hotel and Resort Disneyland souvenirs store Disneyland restaurant Action Programs succeeding(a) are summaries of the action programes 2010 July 2011 July solicit Release Hong Kong Disneyland Announces Expansion Plans. -Will have new Attractions in Disney and I phone apps -Concentrate to promote for China market on advertisements ( Media, web site,facebook. ) -Create and held on new different events for celebration and ceremony. 2011 July- 2012 July -Make catchword and find different age of prospect leader and celebrity endorsement to promote for different segment group -To announce one of the new attractions is opening. -Continuing promote in advertisements and target all segment. Use different message and meaningful in advertisement media for all segments. Keep promoting for China market -Sale promotion -Do more SCR and charity. Insert the new service such as for disable tour and new technology. -Photograph competition 2012 July- 2013July plead Release -All new products and new services finished to built and playing gradually. (details of new service and product ,see the above-mentioned articles -Continuing promote in advertisements and target all segment. Use different message and meaningful in advertisement media for all segments for the full(a) world. Keep promoting for China market -Do more SCR and charity. Slogan again and find different age of opinion leader and celebrity endorsement to promote for different segment group Sale promotion go on -Review the annual reportDisneylandMarketing plan for HK Disneyland Disneylan d is the strong brand name in the world. Hong Kong is home to the fifth Disney Resort in the world and the citys landscape and vibrant, diverse culture have inspired our Imagineers to create a variety of entertainment that is unique to Hong Kong Disneyland Resort. Hong Kong Disneyland Resort brings the magic of a world-class entertainment experience to people of all ages. Nowadays, HK Disneyland will be competing with local and other country theme park .More competitors go into share the market. The following is explain more about plan for our company marketing planning on the few years Executive Summary HK Disneyland is preparing to launch more products, services and more attraction. To arrive this goals, I think enlarge to develop it. Our objective is creating news product/service and get more customer . Our company wills offers a unique combination of features at value-added price. We are target on different segments customers. It can be make higher demands in the future.Moreover , objective is to achieve market share leader and financial objectives are achieve sales revenues increased more by 50% , the number of family tourists has increased by 20%, whereas the number of tourists aged below 16 has increased by 35% over the same period. HK Disneyland is a long-term investment and an important component of our tourism infrastructure. It helps develop Hong Kong into the premier destination for family tourists in the region due to growth of visitors. Current Marketing SituationHK Disneyland faces to hypercompetitors and many theme parks in the theme park entertainment market. For example, Singapore Universal Studios, Ocean Park is enlarging the area and build a hotel, Shanghai Disneyland will build. Diversification products/services are increasing popular today forecasts suggest that annual sales of such devices will grow more than 50% for the next few years. More visitors income increased and life standard quality is improving due to their country economy turn s better , so visitors is growth especially China visitors.China government has loosen the entry restrictions for citizens of many different countries. Hence, more intense demands are increasing. Moreover, nowadays rapid development of information technology, we can find some information and buy ticket and hotel in internet . New technology can improve our service too The market segments will target all (we dont ignore generation Y, because they are willing spend money on this status but still concentrate the family segments.China market has 20 millions children, we can solve their tension and make them fulfillment. To gain market share in dynamic environment, Disneyland must carefully target specific segments with features that deliver benefits valued by each customer group. Market Description HK Disneyland welcome all different age of visitors to come for has a fun. Specific segment being targeted include Baby boomer, Honeymooners, family such as Full nester, Student, Generation Y , Children .The following table shows how Disneyland suits the needs of targeted consumer segment. Disneyland consists of different product and service to cater the customer. E. g. Baby boomer like to watch parade and fireworks Honeymooners take a photo for wedding album family bring the child to see stage show student and generation Y enjoy the exciting rides and musical children like cartoon character. In fact, all this entertainment facility is popular and caters all of the segments. Targeted Segment Customer Need Corresponding feature/Benefit Baby Boomer - Sight seeing - Inspiration Lake and Recreation Center - with rich experience and extensive - Park Promenade knowledge - Arboretum - Parade and fireworks - Musical Honeymooners - Desire romantic atmosphere - Spa in hotel - Disneyland theme hotel - Romantic dinning restaurant - Take photo with cartoon character Family such as Full nester -For relax and have a fun - 3D film with child -Have happy experience - Musical - Parade and fireworks - Cartoon character - Rides - All activities and entertainment Targeted Segment Customer Need Corresponding feature/Benefit Generation Y & student - Exciting - Rides such as Space Mountains - Attractive - Different and unique attraction such as 3D - Cater friend gathering and have a fun film, Musical - Entertainments - Halloween for scared ghost house, bright decorations of Christmas, celebrate the seasons with events Corporate users - Convention room for meeting - Explore the unique, modern and adaptable - Banquet and event places to host your guests - - Big area space for party New Services To sustainable our company benefit, we need to Continuous improving firm. Add more values to satisfy our customers, therefore we can attack other competitors and bring our long term profitI suggest some new service and how to product-market expansion. The following is includes market penetration, market development, product develo pment and diversification. For the transportation, we can provide shuttle bus. Because customers think that when they going to back home from Disneyland, they think take the bus to home is very far and consumes a long time. They want to back home quickly and dont want to wait a bus for a long time. To convenience them, we supply shuttle bus in the peak hour in the peak seasonal such as Halloween, Christmas events. We only provide single journey from Disneyland to center (e. g. Mongkok ) . It can solve people crowed and block.For new services, we would like add new technology in it. Such as Wi-FI in Disneyland, Mobile iPhone apps, hotel IP phone 5. Also, when customers watch the 3D film, we can provide functional Audio translator player to our come from different country visitors. They can use this player to choice their language to watch For the disable or handicapped segment, we cant ignore them. We can provide guide dog to guide this group people visit around. We also have our cr ew to assist them. They can able to have good memory and experience. Moreover, we create a tour for disable and handicapped this group segment, because they want to have a fun but they need to pecial look after careful for them. This group really wants to visit but their family cannot take them out due to family member busy work. So that this group people can join our tour . They can feel our love and care them. They feel very touching . We will insert Story telling activities. Through cartoon character telling education story to children, they can learn more. They also can offer special price tickets and souvenir and first priority to enjoy our attraction and entertainment In additional, Baby boomer care about her health on her age. So we can add some health product/services elements in it. We can take some vacant lands to be farm.This farm is farming organic foods and fruit. We can teach them how to farm and give some health knowledge to them. I believe that it have health and ed ucation elements . Every people like it and popular. Family like it much of this family tour I would like to add circus. Performers may wear cartoon clothes to perform. It can target all segment. They dont need outbound to see Insert Ferris Wheel in Disneyland ,more attraction and romantic Also, Take a land for four seasons garden. This garden has different varieties beauty flower and plants. In different season have different flowers to display Then, I suggest customer take a cartoon clothes to wear and taking photo.Let the participants involved (emerging trend) , they think so funny Final, most of the tourists is interesting to know more our company at the back such as the stage at the back ,how performers change their perform uniform so quick? How do the performers make up etc. They are very interesting and want to explore the mysterious world of Disneyland. We can offer this suggestion to them. These new services and product is personalization. It can create and attract poten tial customers. We can make potential customer change to our actual customers. They will think more worth to visit Competitive Review New theme park and new attraction sights to enter this market in the world.It has pressures industry participants to continually add features and cut prices. Competitions from specialized devices for sms, email messaging, invest lots of money on shopping mall. Key competitors include Ocean Park target segment to all groups. They have different values and features. They have exciting entertainment such as rides and also have sightseeing such as shows, animal exhibits. Those activities brings the culture and education value. Universal Studios Singapore target segment to all groups. They have different values and features. Tourists explore worlds largest Marine life park, ride the movie at studio, catch Animatronics performance, meeting at largest column free ballroom. Competitor Targeted Segment Features Price Ocean Park All group Aquarium, The abys s turbo drop, Ocean theatre, Sea jelly Adult spectacular, Skyfair, Space Wheel, Sightseeing tower, $ 250 Panda, Alligator, dolphins Children $ 125 Universal Studios Singapore All group Roller coasters, movie-themed shows, oceans creatures, Adult FestiveWalk, Maritime Xperiential Museum,Spa,Villa,Wedding $ 365 banquet, Best dinning and atmosphere Children $ 265 Despite this strong competition, Disneyland can carve out definite image nag gain recognition among targeted segment. Our voice-recognition features for fairy stories , Disneyland cartoon ,firework and Disney souvenirs. That is differentiation for competitive advantage. Also, they got good experience and unforgettable memory after they visit.Moreover, HK Disneyland has some product and services are HK Disneyland own and innovation such as it is a small world the largest world film screen three theme attractions, that are innovation and own in HK Disneyland and will not appear from other Disneyland Besides , we have Toy Story Campus at HK Disneyland , that is innovation in Asia. TOWS MATRIX DISNEYLAND Strengths (S) Weaknesses (W) Exclusive -Disneyland patent right in HK(first cartoon Smaller area size compare with other Disneyland theme park) Not attractive to generation Y. ( no more amusement High standard of service rides) Strong brand name Unchanged visual merchandising Customer loyalty and have celebrity recommendLess attraction and support. Strong network and support by HK government Comfort environment and warm atmosphere Opportunities (O) SO Strategies WO Strategies Emerging trends destination Take advertisement in family always visit Enlarge Disneyland Solo tour (China Market) place and internet. - E. g. Disney Seas (a water world theme park) Pricing is cheaper than other Disneyland Promotion to China market. likes Tokyo Demand increasing due to people living Provide diversification items in a program 2. To build up more attractive and values on standard enhanced, visitors growth up and To promote Disneyland hotel and resort Disneyland JPD rate raised proving good services and quality 3. ) Dont ignore target to generation Y. Threats (T) ST Strategies WT Strategies Increased competition. -Some countries Offer special price for some seasonal Review market strategy and whether need to built theme park are similar with Insert Joint-related discount with other refresh. Disneyland. E. g. EVERLAND in Korea brand company promotion Create new customer and new product/service. ,Universal Studies . Bring them to reminds of their childhood Build image are suitable for all segment group Increased competition market share and memory Continuous improving firm and attend more SCR pressure on pricing ( Shanghai Disneyland) (Society corporate reasonability. Objectives and Issues I have ser aggressive but achievable for the first and second years of market entry. First-year Objectives We are aiming for raising market share per centage people aware of HK Disneyland and make them recall more different segments love and visit and make a buzz. Second- year ObjectivesOur second- year Objectives are to achieve market leader and keep it stable and keep for a long time. Increases the popular level in world and make tourists first priority to visit it. Also, have good profit revenue. Issues Our major issue is the ability to establish a well-regarded brand name with meaningful position. We must invest heavily in marketing to create a memorable and distinctive brand image projecting innovation, values, benefit. We also must measure awareness and response we can adjust our marketing efforts as necessary. Marketing Strategy Positioning Visit Disneyland differentiation, we are positioning as the most value and benefits added to visit. The friend and family gathering place.The strategy will focus on the attraction, entertainment, good atmosphere. Remind they will have unforgettable memory and remind they will loss if they never come. Product/Service/people strategy Tell the public that we will provide training to our staff, so our customers can feel our services have excellent quality service to provide. We will treat our staff happy, then staff can make happy and motivate to our customer. We will display beautiful, bright and well decoration, comfort environment, enjoyment , wonderment sight seeing and has a gorgeous time in the park . Price and promotion strategy We expect to lower the price of tickets when we expand and launch new attraction.We will do some promotion of tickets and hotel. We will make some promotion and discount in dull seasonal. Because it can attract more people to come. Also, student and disable person offer some discount offer some package for family segment. If customer birthday or wedding anniversary or Disneyland anniversary, we also offer big discount and gifts for them . Moreover, we will contact some corporate and company to joint-relate discount. For example, if th ey shopping at Eugenegroup shop and purchase, they take the shop receipt can get special offer price. Then, we will launch new Disney cartoon souvenirs (Limited sale and limited version) in a year.It can attract customer to come and collect this valuable products. Place strategy Because is a fairy tale theme park, therefore the choice of location far away person smoke already place, the coordination specially designs the MTR subway to lead the paradise The entire design extremely coordinates the paradise subject, enters the singularly varied paradise by the world through the tunnel. Establish strategic business units (SBUs) The Walt Disney Company Disneyland Disney Cruise Line Disneyland Hotel and Resort Disneyland souvenirs store Disneyland restaurant Action Programs Following are summaries of the action programes 2010 July 2011 July Press Release Hong Kong Disneyland Announces Expansion Plans. -Will have new Attractions in Disney and I phone apps -Concentrate to promote for Chin a market on advertisements ( Media, web site,facebook. ) -Create and held on new different events for celebration and ceremony. 2011 July- 2012 July -Make slogan and find different age of opinion leader and celebrity endorsement to promote for different segment group -To announce one of the new attractions is opening. -Continuing promote in advertisements and target all segment. Use different message and meaningful in advertisement media for all segments. Keep promoting for China market -Sale promotion -Do more SCR and charity. Insert the new service such as for disable tour and new technology. -Photograph competition 2012 July- 2013July Press Release -All new products and new services finished to built and playing gradually. (details of new service and product ,see the above-mentioned articles -Continuing promote in advertisements and target all segment. Use different message and meaningful in advertisement media for all segments for the entire world. Keep promoting for China mar ket -Do more SCR and charity. Slogan again and find different age of opinion leader and celebrity endorsement to promote for different segment group Sale promotion continuing -Review the annual report