jihoon kwak

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JIHOON KWAK st20087708 Proposal

Transcript of jihoon kwak

  • JIHOON KWAK st20087708

    Proposal

  • Contents

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

  • Introduction

  • Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography 15

  • Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

  • Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Golf market

  • Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    History of golf, Technology, Trend, Market.

    Why the golf industry should be studied?

    Aim of the study.

    Introducing references what I have read.

    Introducing research methodologies.

    Introducing study plan.

  • Background

  • Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Golf history

    100 BC Early forms of Golf traced back to the Roman game of paganica, in which particip

    ants used a bent stick to hit a stuffed leather ball

    960-1279 Games similar to golf called chuw n played with several clubs and a ball ar

    e being played in China during the Song Dynasty

    15th Century The origin of the modern game is usually traced to Scotland. In the 15th century

    1457

    The Scottish Parliament passed several acts banning the practice of the game, al

    ong with football (soccer), because the two sports were interfering with archery pr

    actice, which was necessary for national defence. The first act was passed in 145

    7 by James II, King of Scotland, and it was reaffirmed in 1471and 1491.

    1500 The ban on golf in Scotland is lifted and within two years King James IV of Scotla

    nd takes up the game himself.

    1552 Archbishop Hamiltons Charter recognises the right of the people of St Andrews t

    o play golf on the Old Course.

    1567 Mary Queen of Scots reportedly plays golf just days after the murder of her husba

    nd Lord Darnley.

    1603 King James VI ascends to the English throne and his court begins playing golf at

    Blackheath in London.

    1724 The first known reference to golf balls being stuffed with feathers. They were prev

    iously made from hard leather.

    1729 The first known reference is made to golf in the USA with clubs being recorded in

    the estate of William Burnet, the Governor of Massachusetts.

    http://www.igfgolf.org/about-golf/history/

    St Andrews golf club

    http://www.igfgolf.org/

  • 1744 The first Rules of Golf are set out by the Honourable Company of Edinburgh Golfer

    s.

    1754 The Society of St Andrews Golfers is formed. It became the Royal and Ancient Golf

    Club of St Andrews in 1834.

    1764 The Old Course at St Andrews is reduced from 22 holes to 18 holes. This became t

    he recognised format for the game around the world.

    1848

    The gutta percha ball is introduced. It was a solid ball, made by softening strips of

    gutta percha, (dried sap of a Sapodilla tree) in boiling water and then moulding the

    ball by hand before placing it in cold water to harden.

    1860 The first Open Championship is played at Prestwick and is won by Willie Park Senio

    r of Scotland

    1885

    The secretary of Royal Liverpool Golf Club came up with the idea of an amateur ev

    ent in which leading clubs were invited to send entrants. The Amateur Championshi

    p is played for the first time in 1885 at Hoylake. It is won by Allan MacFie of Englan

    d.

    1890s Persimmon becomes a popular wood for making club heads.

    1893

    The Ladies Golf Union is formed in the UK and the British Ladies Amateur Golf Ch

    ampionship is played for the first time at Royal Lytham & St Annes. It is won by Lad

    y Margaret Scott of England.

    1894

    The United States Golf Association (USGA) is formed in New York. One of its most

    important functions was to serve as arbiter for questions of amateur status. The fiv

    e charter members of the newly formed the USGA were the St. Andrews Golf Club

    of Yonkers, N.Y., Newport (R.I.) Golf Club, Shinnecock Hills Golf Club in Southamp

    ton, N.Y., The Country Club in Brookline, Mass., and Chicago Golf Club in Wheaton

    , Ill.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Golf history

    18-hole clubs attracting golfers: 9 Hole : 21%

    18 Hole : 61.7 %

    (Shaw and Alderson, 1995)

  • 1895

    The US Amateur Championship and the US Open are played for the first tim

    e at Newport Country Club, Rhode Island and are won respectively by Charl

    es B Macdonald (USA) and Horace Rawlins (England). The US Womens Am

    ateur Golf Championship is also played for the first time at Meadow Brook C

    lub in Long Island and is won by Lucy Barnes Brown of the USA.

    1900

    Golf is played at the Paris Olympic Games. Twenty two participants took pa

    rt (12 men and 10 women) from four countries who competed in 36-hole in

    dividual stroke play events for men and women. The womens Olympic cha

    mpion was Margaret Abbot (USA) and Charles Sands (USA) was the mens

    champion.1901 The rubber cored Haskell ball is introduced. It changed the

    way the game was played. The Haskell ball travelled farther than the old gut

    ta-percha ball and cost considerably less because it could be mass produc

    ed. The games popularity surged in response.

    1901 The first Professional Golfers Association (PGA) is formed in the UK.

    1904

    Golf is played for the second time in the Olympic Games in St Louis. Only

    mens competitions were staged. (A team event of 36 holes stroke play wo

    n by the United States of Americas team and an individual event was won

    by George Lyon from Canada).

    1916 The PGA of America is formed and the US PGA Championship is played for

    the first time at Siwanoy Country Club in New York.

    1921 The Ryder Cup is played for the first time between the mens professionals

    of Great Britain and the USA at Gleneagles. It is won by Great Britain.

    1922

    The Walker Cup is played for the first time between the mens amateurs of

    Great Britain and Ireland and the USA at the National Golf Links of America i

    n Southampton, New York. It is won by the USA.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Golf history

  • 1929 Steel shafted clubs are accepted by The R&A.

    1930

    Bobby Jones completed the Grand Slam of The Open, the Amateur C

    hampionship, The US Open and the US Amateur Championship in on

    e season.

    1932

    The Curtis Cup is played for the first time between the womens amat

    eurs of Great Britain and Ireland and the USA at Wentworth. It is won

    by the USA.

    1934 The inaugural Masters is staged at Augusta National. It is won by Hor

    ton Smith of the USA.

    1946 The US Womens Open is played for the first time at Spokane Countr

    y Club in Washington and is won by Patty Berg of the USA.

    1950 The Ladies Professional Golfers Association (LPGA) is formed in the

    USA.

    1953 The Tam O Shanter World Championship of Golf becomes the first n

    ationally televised golf tournament in the USA.

    1955 The LPGA Championship is played for the first time at Orchard Ridge

    Country Club. It is won by American Beverly Hanson.

    1958

    Representatives of 35 national amateur golf organisations form the W

    orld Amateur Golf Council. They agree to stage the World Amateur Te

    am Championship with teams of men competing for the Eisenhower

    Trophy, named after President Dwight D Eisenhower. The event was

    staged at the Old Course in St Andrews and Australia defeated the U

    SA in a play-off.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Golf history

  • 1964

    A friendly match between the American Curtis team and France is expanded to i

    nvite other international teams to establish a Womens World Amateur Team Ch

    ampionship. The trophy was provided by Mrs Espirito Santo Silva through the P

    ortuguese Golf Federation. A total of 25 teams took part in the inaugural compe

    tition at St Germain Golf Club in France which was won by the home team.

    1976 The Womens British Open is played for the first time at Fulford Golf Club. It is

    won by Englands Jenny Lee Smith.

    1980s Metal woods made of stainless steel are introduced.

    1994 The Evian Masters is played for the first time at Evian-les-Bains in France. It is

    won by Helen Alfredsson of Sweden.

    2000s Materials such as graphite, titanium, carbon fibre and tungsten are used to man

    ufacture golf clubs.

    2003 The World Amateur Golf Council becomes the International Golf Federation.

    2009 The International Olympic Committee (IOC) votes in favour of golf returning to t

    he 2016 Olympics in Rio de Janeiro.

    2010 The 150th anniversary Open Championship takes place on the Old Course at St

    Andrews.

    2012 Work begins on the Rio 2016 Olympic golf course at Barra da Tijuca.

    2016 Golf will be played at the Olympics in Rio de Janeiro for the first time in 112 yea

    rs.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Golf history

  • - Golf has long history (approximately over 2,000 years).

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Golf History Summary

  • Golf users segmentation

    Ages

    Population

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Golf users

    20 30 40 50 60

    8.6

    30.6

    32.8

    21.7

    6.3

    (%)

    19.5 (2012)

    (S-golf, 2014).

  • In 2013, the population of golfers has been increasing by 8.9% rather than in 2012.

    This figure indicate that 2 times increase during last 5 years(S-golf, 2014).

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Market

  • Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Market

    Golf companies

    Korea golf companies

    Overseas golf companies

  • Among golf companies in Korea, the Golfzon Company provides people who are professionals and armatures with

    appropriate service as well as the company understanding what the users want to. For example, screen golf is the

    biggest business in Golfzon Company. It has not been having an effect on only increasing golf population, especially

    young people, but also could be solution to busy workers who can playing golf for enjoying golfing in Korea. Also, these

    days the company has been extending golf shop business.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Market

    http://company.golfzon.com/GFZ/Default.aspx

  • The Golfzon Company has been increasing by providing screen golf in our society. Besides, population of golfers have

    been increasing at the same time. (Seoul newspaper, 2014).

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Market

  • Visited Volvik Company.

    The company has been trying to improve golf market.

    Visited JDX which makes golf wear shop.

    A staff who works for JDX in 15 years told me that these

    days population of young golfers have been increasing.

    Visited Castelbajac which makes golf wear shop.

    There are a lot of fashionable items.

    Visited Honey golf which sells normal golf products.

    This shop was typical golf shop in Korea.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Market

  • I have been to Americangolf shop in the U.K last year.

    There are much more golf products than in Korea. I could understand

    ethnography of golf industry. There are self electronic carts which uses in golf

    courses because there are not carts in the States.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Market

  • -Golf market has been increasing both Korea and other countries.

    -Especially the population of golfers have been increasing gradually

    by introducing screen golf in Korea.

    -There are different golf culture between Korea and other countries.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Market Summary

  • Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Trend

    - Playing golf can help us to improve our health.

    - Playing golf is helpful for children to prevent obesity.

    Golfdigest, 2015

    The biggest fitness trend of 2015

  • Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Trend Smart magazine

    As providing iPhone with people, the way to contents supply and consumption has been changing. Golf contents also

    has been showing through various kinds of contents. For instance, we can watch the golf contents in smartphones,

    tablets and magazines such as Golfdigest.

    Electronic caddy

    Increasing of electronic distance measuring equipment have an effect on decrease rate of caddies. This device can

    provide golfers with information that are distance of golf courses and golfers swing tempo. This is why many golfers do

    not want to caddies. They believe that electronic distance measuring equipment could be caddies.

    Screen golf

    There are several advantages in screen golf. It has been contributing golf industry to attract young generation and

    increasing rate of new golfers. Also, the screen golf is cheaper than golf clubs as well as convenience.

    Mini course

    According to decrease population of golfers in the States, Jack Nicklaus who is professional golfer insist that make

    nine-hole or twelve-hole to attract more golfers. It could be success to attract people by reflecting change of lifestyle.

    Because making nine or twelve holes can reduce time. Golfdigest, 2014

    2014 golf trend 18 in Korea

  • - Golf has long history (approximately over 2,000 years).

    - Recently, golf has been becoming one of the best population sports.

    - Increasing technology and peoples life have been being impact on golf market.

    - Playing golf can help us to improve our health.

    - Playing golf is helpful for children to prevent obesity.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Summary

  • Problem statement

  • I could not find golf services and products anywhere for teen ages in Korea.

    Also, many authors insist that there are not many studies of golf industry, and

    most golf clubs do not consider what customers needs. That is why I could

    find problems in golf industry by studying golf industry.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Problem statement

  • Aim

  • Aim of the study

    Keywords

    Relational

    cohesiveness 3-D model of experience

    Sensual thread

    Judgment thread

    Compositional thread

    Interactivity

    Main keyword Sub keyword

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Aim

    My aim of the study is that design golf education service for between 3rd and 6th grade

    primary school students to attract playing golf by investigating relational cohesiveness

    methodology.

    Peer effect

    Relational cohesiveness?

    The way to control compositional experience according to provide the most harmonious experience for users (Kim,

    2015).

    Compositional thread

    Sensual thread

    Judgment thread

  • Relational cohesiveness

    High

    Low Time

    15th century 1885 1900 1953 2003

    The relational cohesiveness could be changed by external environment and characteristic of particular areas.

    Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Aim

  • Introduction

    Background

    Problem statement

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Aim

    Hypothesis 2 If they playing golf, their grade would be increasing.

    Because playing golf is required high concentration.

    Hypothesis 3 If they playing golf, their social relation would be high.

    Because we can see everything of partner which are personality and naked body when they playing golf.

    Hypothesis 1 If they playing golf, the population of golfers would be increasing after 5 years.

    Because when higher grade students of primary school grow up, they could have an effect on increasing golf population.

  • Review of literature

  • Introduction

    Background

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Title Content Keywords Insight

    Towards a taxonomy of a golf-destination brand personality: Insights from the Algarve golf industry

    This research explores how the golf industry in the Algarve positions golf destinations in terms of personality. The paper concludes by stating how the scale can be useful for marketing and positioning purposes.

    Marketing, Management, personality traits

    To provide golfers to good experience, we should consider quality golf courses, climate, accommodation and food around golf clubs. And well-established brand personality is important to attract people.

    Marketing golfs health benefits can help the games own health

    Playing golf can be part of the plan for healthier living. 1. "Sports are becoming like music; we watch them instead of play them." 2. Playing golf can be part of the plan for healthier living. 3. Walking instead of riding golf-carts is not only get exercise, but also have the opportunity to talk with family and friends.

    Health, Sport, Communication

    Playing golf is not only helpful improving physical health but also mind-control.

    The marketing activities of new golf developments in the UK and Ireland

    Many developers have ignored the trends in the market preferring to develop more luxurious facilities rather than what their customers want. This is because the author insist that new golf developments could achieve greater success by improving their understanding of their market, their customers and competitors, by conducting thorough market research prior to developing the course.

    Marketing, Customers needs, Price, Potential customers

    If we want to attract customers, we should know their needs. Also, we need to make products and services for them by considering users needs.

    Perceived fairness of revenue management in the US industry

    Revenue management has been widely adopted in the airline, hotel and rental car industries, but has only recently gained attention in the golf industry.

    Duration control, demand-based pricing, revenue management, customer satisfaction

    Golf course management might attract many golfers by providing good services.

    Review of literature

  • Introduction

    Background

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Title Content Keywords Insight

    Sideline and event management in golf

    This report provides a brief introduction to the game of golf for those unfamiliar with its play, an overview of the types of injuries seen, and consideration in providing care for a variety of golf competitions.

    Injuries, medical coverage, Weather, safety

    The weather could be influence on playing golf.

    Creative golf management

    As some golf courses continue to struggle to stay open in our slowly improving economy, owners and operators need to look for creative ways to stay viable and provide quality golf course conditions and the highest levels of customer service possible.

    Golf management, Golf facilities, local neighborhoods, golf courses, visitors

    To improve rate of revisit, it is necessary to develop local services, such as various kinds of restaurants.

    Golf in Europe

    Golf course construction is one of the worlds fastest growing types of land development. The game is a major component of the leisure and tourism industries.

    Golf course, Environment management, Ecology

    We have to think about nature environment when we make new golf products or services.

    Design for experience

    1) This book bases its foundation on the understanding of an experience in the perspective of both eastern and western philosophies and humanities. 2) This book seek to provide a frame for strategic thinking about our experiences. 3) This book present key UX factors that are necessary for providing great experience. 4) This book present specific design features that can be used to create products and services with good experience.

    User experience, Design strategies, Real experience

    This book can help my topic to approach design perspective. I could find how to develop golf market by applying these methodologies which came from Design for experience.

    Review of literature

  • Methodology

  • Introduction

    Background

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Primary research

    Questionnaire Interview Shadow tracking

    Secondary research

    Desk research References, Articles, Magazines

    Methodology

    Field research

  • Timeline

  • Desk research

    Questionnaire

    In-depth interview

    Shadow tracking

    Field research

    Grouping

    Keywords

    Analysis

    Trend / Technology / Economic / Ethnography

    Between 50 and 100 people

    Between 5 and 10 people

    Between 5 and 10 people

    Visiting golf ranges / golf companies / golf shops

    Writing inspiration down every moment

    Categorization information all of stages

    Using segmentation map or behaviour map

    Reexamination

    Introduction

    Background

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Timeline ~17/03/2016

    ~09/04/2016

    Every moment

    ~13/04/2016

    5 Days

    7 Days

    4 Days

    5 Days

    5 Days

    2 Days

    4 Days

    ~17/04/2016

    Total: 32 Days

  • Introduction

    Background

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Timeline

    Hwarang elementary school

    Field trip plan

    Hwahong elementary school

    Korea Elementary school golf association Habin Elementary school

  • Introduction

    Background

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    Timeline

    Volvik company

    Field trip plan

    JDX shop

    Golfzon company

  • Introduction

    Background

    Aims

    Review of literature

    Methodology

    Timeline

    Bibliography

    - http://www.screengolfnews.com/news/view.html?section=1&category=167&no=795 S golf 2014.

    - , , 2014, .

    - Kim, Baek, 2014, Golf Course CRM and among customer satisfaction, revisit , switching costs Effect relationship analysis.

    - Kim, Jang, 2006, Golf Factor and Purchase Tendencies According to Golfers Demographic Characteristics.

    - http://www.seoul.co.kr/news/newsView.php?id=20141103016002

    - http://www.forbes.com/pictures/fgjd45eldm/10-risk-based-security-and-self-protection-2/#2c6f41dd61d0

    - http://www.golfdigest.com/story/the-biggest-fitness-trend-of-2

    - http://www.golfdigest.co.kr/gd/index.php?mid=textyle&document_srl=934732&vid=Magazine

    - http://www.screengolfnews.com/news/view.html?section=1&category=167&no=795

    - Shaw, V. and Alderson, J. (1995). The marketing activities of new golf developments in the UK and Ireland. Journal of

    Marketing Practice: Applied Marketing Science, 1(3), pp.53-67.

    Bibliography

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