Ocean Park Brand Equity free essay sample

To Evaluate the Brand Equity of Ocean Park Table of Contents Title1 Acknowledgement4 Abstract5 Chapter 1 Introduction6 1. 1Industry Background7 1. 2Statement of issue8 1. 3Purpose of the study9 Chapter 2 Literature Review10 2. 1Loyalty Measures10 2. 1. 1Price Premium11 2. 2Preceived Quality/Loyalty Measures11 2. 3Association/Differentiation Measures12 2. 4Awareness Measures12 2. 5Market Behavior Measures13 2. 5. 1Market Share13 2. 5. 2Price and Distribution Indices13 Chapter 3 Methodology15 3. 1 Sample Design15 3. 2 Questionnaire Design15 3. 3 Statistical Package for the Social Science (SPSS)16 3. 3. 1Reverse Scoring17 . 3. 2Cronbachs Alpha Reliability Analysis17 3. 3. 3Mean and Standard Deviation18 3. 3. 4Crosstab Test19 3. 4 Focus Group19 3. 5 Data Analysis19 Chapter 4 Results21 4. 1 Sample and Decriptive Statistics21 4. 2 Cronbachs Alpha Reliability Analysis21 4. 3 Mean and Standard Deviation22 4. 4 Crosstab Test23 4. 5 Loyalty24 4. 5. 1Price Premium24 4. 5. 2Cronbachs Alpha Relia bility Analysis24 4. 6 Preceived Quality/Leadership25 4. 6. 1Preceived Quality25 4. 6. 2Leadership25 4. 7 Association/Differentiation26 4. 7. 1Preceived Value26 4. 7. 2Personality27 4. 7. 3Organization27 4. 7. 4Differentiation28 4. 8 Awareness28 4. 8. Brand Awareness28 4. 9 Focus Group29 4. 10 Market Behavior33 4. 10. 1. Market Share33 4. 10. 2Price Distribution Indices34 Chapter 5 Analysis36 5. 1 Mean Analysis36 5. 2 Crosstab Test Analysis36 5. 2. 1Loyalty37 5. 2. 2Preceived Quality/Leadership38 5. 2. 3Associations/Differentiation38 5. 2. 4Awareness39 5. 2. 5Market Behavior40 Chapter 6 Discussion42 6. 1 Questionnaire Setting42 6. 2 Information Collection42 6. We will compose a custom article test on Sea Park Brand Equity or then again any comparative theme explicitly for you Don't WasteYour Time Recruit WRITER Just 13.90/page 3 SPSS †Data Entry and Output43 6. 4 Result Analysis44 Chapter 7 Conclusions and Recommendations45 7. 1 Conclusions45 7. 2 Recommendations46 7. 2. 1Questionnaire Setting46 7. 2. 2Information Collection46 7. 2. SPSS †Data Entry and Output47 7. 2. 4Result analysis47 7. 2. 4Methodologies47 Reference49 Appendixes52 ACKNOWLEDGMENT I am really tank to Mr. Nicholas Tam for supporting me constantly and spending numerous hours on my last year venture. This was completely valued that he gave numerous expert and helpful advices and proposals to me. Else, I might likewise want to expresses gratitude toward Mr. C. N. Lo as my subsequent marker and give me proposal to improve my task. Theoretical Ocean Park Hong Kong is a home-developed fortune. It is additionally one of the most mainstream carnivals on the planet, giving instructive, protection and amusement. Sea Park Hong Kong has carried euphoria to neighborhood and abroad guests all through her 30-year history. She gives everybody access Hong Kong has an exceptional and paramount encounters. In these 30 years, it encountered numerous effects that are happened by outside and within the association. They additionally recorded a deficiency for a specific years. Be that as it may, it was completed the insurgencies ceaselessly. A short time later, the business is as yet running. As of late, some data demonstrated that the positioning of the most mainstream event congregation of the world, which is the Ocean Park Hong Kong higher than Hong Kong Disneyland. At long last, through overview, center gathering meeting and brands execution measures, to presume that the brand value of Ocean Park was better. Better initiative, better quality, develops client dependability. Part I †INTRODUCTION Ocean Park is one of the amusement stops in Hong Kong. â€Å"Marine† is the lion's share topic of the recreation center. It is situated at the Southern District of Hong Kong, and it was opened on 10 January 1977. It was developed at a land allowed by the administration, and afterward the financing of development is conceded by the Hong Kong Jockey Club (HKJC), and it likewise worked by HKJC. In January 1979, Ocean Park presented a Killer Whale for the guests. It turns into a one of the selling purposes of the recreation center. In the initiation stage, there isn't sufficient beguilement rides for the general population. Be that as it may, there was extended their size of the recreation center, and expanded substantially more diversion rides into the recreation center. The working capital of Ocean Park was relies upon the income from tickets and gift from HKJC in prior stage. It likewise has a critical shortage for quite a while in light of the fact that the cost is determined to the low side. In 1 July 1987, the â€Å"Ocean Park Ordinance† is established by the legislature. HKJC will allowed that they are set up the trust with $200M subsidizing. In this time, Ocean Park turns into a non-benefit making association and requirements to self-money. The recreation center changed their business to business situated, and expanding its ticket cost. Accordingly, the recreation center improved its budgetary conditions to be certain. In 1998, the recreation center recorded deficiency again brought about by certain components, for example, East Asian Financial Crisis. In spite of the fact that it got 2 pandas from China, it despite everything couldn't expand the visitor’s fascination of the recreation center. The recreation center likewise shut the water attractions and the Middle Kingdom. And afterward, it presented greater entertainment ascends for guests particularly for the young people, for example, the Abyss Turbo Drop and the Mine Train. In Fiscal Year 2004/2005, there are in excess of 4 million guests during a year. This is restoring the record since the recreation center is opened. It is caused that PRC government executed the â€Å"Individual Visit Scheme† under CEPA. Sea Park uncovered its redevelopment plan in 2005, which will updates the quality and accessibility of highlights at the recreation center. This is reaction the effects from the opening of Disneyland. Sea Park is additionally held an earth shattering service for its redevelopment venture in November of 2006. As per the Attraction Attendance 2008 discharges by Economics Research Associates (ERA) and Themed Entertainment Association (TEA) on 16 April, Ocean Park is the world’s number 15 amusement park, Asia’s fifth amusement park (Judith Rubin, 2009). (Index 1b) 1. Industry Background The travel industry is one of the four key businesses in the Hong Kong economy. There were two sorts of the travel industry which were inbound the travel industry and outbound. For inbound the travel industry, there were 5 gatherings of sub-businesses which included retail exchange, inns and lodgings, Restaurants, Cross-limit traveler transport administrations and others. The worth included of the travel industry in 2006 and 2007 were HK$45,300 Million and HK$52,300 Million. There was expanded around 14% from 2006 to 2007. What's more, the work in this industry in 2006 and 2007 was 176,300 and 193,800. There was expanded around over 8% from 2006 to 2007 (Census and Statistics Department, HKSAR, 2009). (Addendum 9) In request to help the poor monetary condition, Hong Kong government was given some supporting tasks to the travel industry, for example, â€Å"the Closer Economic Partnership Arrangement (CEPA)† and â€Å"Individual Visit Scheme†. These activities both were helped out PRC. Sea Park is one of the participators in the event congregation advertise. Its significant rival is Hong Kong Disneyland. Before Disneyland included its business in Hong Kong, Ocean Park was the only one participator in this market during the other entertainment meccas were shut their business, for example, Lai Chi Kok Amusement Park. Then again, the event congregation from neighbor nation ought to likewise be the significant contenders for Ocean Park, for example, Happy Valley from Shenzhen, PRC. As a renowned milestone of Hong Kong, Ocean Park was an effective organization in this industry. As per the Attraction Attendance 2008, the 2008 participation was equivalent to 5. 03 Million. It was a main brand of the entertainment mecca advertise (Judith Rubin, 2009) (Appendix 1b). All in all, Ocean Park ought to catch the open door got from expanding participation and the supporting from government, and center its capability for confronting the risk created by escalated rivalry from the neighbor nation. 2. Explanation of issue In past specific years, Ocean Park confronted impacts in various timeframe, for instance, East Asian Financial Crisis, SARS, and outside condition. For the money related issue, Ocean Park was confronted the budgetary trouble on past specific years particularly for the East Asian monetary emergency. Additionally, for the outside ecological issue, Ocean Park ought to likewise be looked to the new participants of Hong Kong event congregation showcase that was Disneyland. Sea Park was a local popular brand in Hong Kong. Then again, Disneyland was a worldwide acclaimed brand. The general size of association of Ocean Park ought to be littler than Disneyland. 3. Reason for the investigation Propose of this examination is to comprehend customer’s brand value of Ocean Park. An aftereffect of poll study is to determine the sources (Brand Equity Ten) of brand value of Ocean Park. Base on the discoveries of the study, recommend that the basic achievement factor of the amusement park. Part II †LITERATURE REVIEW The Brand Equity Ten will apply in this examination, which is a compelling strategy to assess brand value. Ten arrangements of measures gathered into five classes, are appeared in Table 1. The initial four classes are to quantify client impression of the brand. The four classes of brand value are including reliability, saw quality, affiliations, and mindfulness. The last classification is to gather data from the market based data as opposed to straightforwardly from clients (D. Aaker, 1996). 1. Dependability Measures Since it is presently broadly perceived that it is significantly less expensive and considerably more gainful to continue existing clients than to win new ones, client maintenance become a significant objective for most associations. On a basic level its straightforward: you simply need to keep your current client (N. Slope, J. Alexander, 2006). The Hong Kong event congregation industry was made an imposing business model reliability during