Posted at 10.01.2018
In this section, the researcher will show the explanation for the selection of this issue. An intro about mega sporting events, the study questions, its goals and objectives, the books review, theoretical rationale, strategy, its restrictions and followed by a short synopsis will be written in this proposal. As the researcher in writing is a lot more familiar with the Singapore market, the research would be based on the local market, which will be the Singapore Formulation One Grand Prix.
Roche (2000) describes mega-sporting events as "large-scale ethnic (including commercial and sporting) events that have a dramatic persona, mass popular appeal and international significance. They are typically organised by variable combination of national governmental and international non-governmental organisations. " This represents that such events should attract audiences and media associates from around the globe and that the number city or land should experience alterations to the standard cycle of incidents.
The hosting of sport happenings specifically has showed lots of potential benefits. Potential benefits such as purchases, advertising, tax generation, revenue generation, enhanced community image, job creation, positive religious earnings, health and fitness, advertising of sport, creating local enjoyment, creation of new infrastructure, improvement community take great pride in, metropolitan redevelopment, increased visitor flow, according to Daniels and Norman (2003), and Kim et al. (1998).
This research explains how mega-events like Singapore Formulation One Grand Prix impacts the local economical impact and the strategies followed. The research is grouped under the following question where in this report; the researcher's effort will be concentrated on providing insights upon this research question.
How do professionals use strategic research tools on the mega-event such as F1?
The goal of this research is to go over the impact of proper analysis tools applied to mega-events, on how occasions such as Method One is promoted to the beneficial of Singapore's local market. Thus, the researcher will be looking to attain the next objectives:
To identify the various strategic evaluation tools used for monetary impacts.
To develop a knowledge how these strategic evaluation tools are put on to mega-events.
To discover the influences from strategic analysis tools on mega-events such as Formulation One.
To examine the potency of the strategic research tools' effect on Formulation One.
Mega-events such as Solution One be capable of attract many tourists and their expenses, which is often popular by local travel and leisure agencies for their real potential to contributing to tourism marketing and development. An important fundamental that specialists submit to hosting a mega-sports event is the perceived economical benefits that the function creates (Porter, 1999). It is usually declare that mega-events, such as the Method One Grand Prix, give an incentive to business resulting in economic benefits made which are greater than the expenses, including public financing, from hosting the function.
Sports internet marketers or specialists typically engage talking to agencies to put together an monetary impact article (Johnson and Sack, 1996). Regardless of the mega-sports event, such accounts from consulting agencies normally claim a huge positive inexpensive impact.
However, there are a lot of criticisms in the academic literature on the potency of these economic impact analyses. Matheson (2002; 2006) points out that many (event-sponsored) studies overstate the economical effect on local areas and Porter (1999) says that the envisioned benefits of general public spending never happen. This talks about that the near future prospects of web host such mega-events are worse off for growing countries and the chance cost of providing up-to-date facilities are better and the necessity of modern infrastructure required poses a major further investment.
Mega happenings can help "re-prioritise metropolitan agendas, create post event use debates, often stimulate metropolitan redevelopment, and are instruments of boosterish ideologies promoting economical development" (Hiller, 2003, p. 449). Thus, these offer an extensive selection of potential positive and negative impacts for coordinator destinations and are both brief- and long-term. Despite the fact that there is significant competition between spots, there continues to be significant gaps between the connection with mega-events in developing and advanced societies, between economical and non-economic results.
Mega-events should be part of a long-term growing and marketing plan. The hosting of mega-event can play a crucial role in marketing or branding a bunch destination and be part of any long-term development or setting strategy. It's important for the marketing opportunity looked for from hosting a mega-event to be seen as part of a longer term strategic marketing arrange for the destination instead of a one-off marketing event (Jago, Dwyer, Lipman, Vorster, 2010, p. 231). If a bunch vacation spot has a development plan set up, the hosting of any mega-event is capable of doing as a catalyst to getting forward future development opportunities. In cases like this, this often earns merit in creating an on-going collection of events that utilises the infrastructure built for the mega-event and enhance the reputation and profile of the host destination as time passes.
In order to formulate a plan for both brief- and long-term event effects, the managing committee must consider various event leveraging strategies to be used. (O'Brien and Chalip, 2007). The leveraging understanding is implicated with planning ahead of the function so a sponsor city can improve and optimize positive effects such as increased business, tourism and communal aspects and benefits Chalip (2004, p. 245) talks about that a proper management process must be shaped and implemented to be able to properly leverage the opportunities from web host an event. Proper analysis tools such as SWOT analysis, PEST examination, Porter's Five Causes research and Value Chain analysis are appropriate for the evaluation of event leveraging or marketing strategies. The following section will analyze what the natures of the said four research tools entails and how it is put on a proper management process for the business to sponsor mega-events.
SWOT research is whereby a procedure for analyze the aspects of the external environment, to be able to identify and establish the most attractive or suitable course of action in conditions of tactical decisions to be utilized. In the sport framework, Shank (2009) discovered that the strengths and weaknesses are workable elements within the establishment (in this case a bunch city) which could influence the aims of the tactical management process. In cases like this, conducting a SWOT evaluation is deemed ideal for host destinations as it can offer event organizers to recognize how the talents of the country or city can be matched up with opportunities that exist in the environment, and useful insights to leverage the advantages of the event. A short example of a SWOT analysis on Singapore Formula One Grand Prix is seen in Amount 1.
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PEST research is a useful proper tool for understanding market development or decrease, business position, potential and direction for operations (Roumboutsos, Chiara, 2010). It comprehends the political, monetary, socio-cultural and scientific of the business environment and event managers can use Infestations to scan the environment and adapt their plans to minimize hazards and capitalize on opportunities. Inside the framework of Singapore's Formulation One, brief types of PEST analysis can be seen as:
Political - Regarded as a Public Private Relationship (PPP) between the people and private industries.
Economic - A well balanced and growing current economic climate, translating to high consumer confidence and increase in spending
Social - Insufficient racing happenings in Singapore, thus the idea of Method One will be well received by the culture.
Technology - Singapore rated 2nd place of TOP NOTCH IT Infrastructure by the planet Economic Community forum in 2011.
Porter's (1980) five makes construction models the five most crucial competitive rivalry forces within an industry in order to find out that industry's profitability. This serves as a proxy for the magnetism of the industry for potential entrants and decides the industries success. The five makes are: rivalry between competition in the industry, bargaining power of suppliers, bargaining electric power of consumers, obstacles to entrance and risk of substitutes. Thus, in the case of Singapore Formula One, examples is seen in Figure 2.
Value Chain research identifies each activity that occurs in a business company and relates these to an examination of the competitiveness in the environment. It really is based on the principal that businesses (or situations) exist to make value because of their customers and helps to identify home based business opportunities. The value chain analysis carries a couple of significant theoretical distinctions, one being between primary and support activities (Porter, 1985). Major activities create value for the client, whereas support activities support most important activities and indirectly influence customer value.
Competitive advantage will involve signification and interpretation on the activity cost behavior individuals and differentiation made by those activities. Product differentiation in turn effects what customers are willing to purchase the firm's products, thus with respect to the activity cost drivers leading to the end product. A simplified stand used on Formula One can be observed in Body 3.
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Leveraging mega-events including the Formula One will offer incentives and benefits to a host destination, relating to ethnical insights, development of collaborations and increased organizational sites (Kellet et al. , 2008). To be able to successfully leverage the function, strategic examination tools such as SWOT, Infestations, Porter's Five Causes and Value String Evaluation associated with hosting the event can offer valuable knowledge to host destinations.
Analysis of weaknesses in the operating environment, such as monetary stability and politics support (Shank, 2009) can also offer valuable insights for event managers and travel and leisure providers to plan on how the host vacation spot can reap the benefits from the sport event (O'Brien and Chalip, 2007). However, mega-events can lead to an entryway to under-utilized infrastructure and debt. Jones (2001) argues that the justifications in the use of public cash are based on the monetary benefits that tend to be overstated. The case of Montreal 1976, where they experienced a significant debt after web host an event, which cost the country and its residents over CAD$2 billion in capital and interest cost (Whitson and Horne, 2006).
Therefore, selecting Strategic Choice Theory and Stakeholder Theory would be befitting this rationale. Stakeholder theory (Freeman, 1984) centers the organization's initiatives on developing a firm that must deal with a large number constituent groups other than customers and shareholders. Stakeholders teams represented are both reputable and powerful, thus this process seeks to widen the vision of an marketing administrator, of his/her responsibilities, rather than just being profit and customer focused (Mitchell et al. , 1997). Stakeholders are recognized into two categories - most important and secondary. Taking care of both most important and supplementary stakeholder relationships is critical and essential for the marketing company in reaching marketing aims.
Strategic examination theory contends that marketing professionals' plays an exceptional role in a marketing firm's success or inability on the market, with other factors such as product development and market repositioning work (Child, 1972). Strategic decisions created by managers' are often made with careful things to consider for the marketing organization as the principal driver, where they are able to adopt a particular kind of strategy that matches their main marketing competencies. Proper choices geared to the accomplishment of achievable strategic objectives are more likely to be effective via an wide open managerial decision- making process (Harrison and Pelletier, 1998).
With the inter-relationship between stakeholder and tactical choice theory, stakeholders (e. g. , customers, marketing, and shareholders) will produce an influence and influence on marketing managers' tactical decision making on the nature of the problem (Jawahar and Mclaughlin, 2001). An obvious role of stakeholders is that they provides necessary and vital information and if well captured by marketing businesses', would lead to better organizational performance in decision making (Mori, 2010). A straightforward model of the process of decision making is seen in Figure 4.
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Managers would use tactical research tools to gauge the strengths and opportunities from stakeholders to hosting a mega-event, in this case, Method One in Singapore and make proper choices within constraints.
Therefore, this study aims to research the impact of what can be classed as a major sporting event of international popularity and its own implications from the perspectives of authorities officers, private businesses and local residents. Furthermore, activities happenings research has lacked exploratory studies to qualitatively study how it effects on the local economy.
Hence, the next research will start using a qualitative approach to begin developing a knowledge of how mega-events such as Formulation One would effect on the local economy using strategic analysis tools. This research will give a basis for future qualitative research and offer relevant information to future researchers studying strategic research tools to evaluate and identify data relevant to strategy formulation mainly on mega-events.
The researcher will carry out a case-study and secondary data methodology. This study is only going to be analyzed with a qualitative approach and therefore, the researcher will perform a case study based on qualitative studies. Qualitative research targets the gathering of more richer and in-depth data from other smaller samples (Kent, 1999).
According to Yin (1984), case study research method is identified "as an empirical inquiry that explores a contemporary phenomenon and the real-life framework in which it occurred; when the boundaries between sensation and context aren't plainly palpable; and where several resources of evidence are utilized. " The strategy of your qualitative case study is to research and assists examination of an incident within its context also to compare using a variety of data resources for research validity (M. Dooley, 2002). This may ensure that the concentration is not explored through an individual view, but a number of views which allows for various areas of the event to be shown and recognized (Baxter & Jack, 2008).
Secondary options will be mainly used to gather and utilized to gather qualitative data related with this research. This is especially helpful as the researcher lives in Singapore and may not acquire data of market situations from other countries holding mega-events such as Solution One. In cases like this, different research reports, books, electronic publications and web portals will be utilized to gather information from these options to conduct the analysis of the available supplementary data.
Firstly, after collating data from secondary sources and circumstance studies, the researcher will read and transcribed all collected data to obtain a general sense as a whole and ideas presented. It is very important to take into consideration the value of the data before analysing as it might not exactly be significant to the research.
Next, the researcher will identify areas to be protected and what's to be achieved predicated on the goals and goals of the study by concentrating on the analysis. In cases like this, the researcher can give attention to the evaluation by comparing the data gathered from various circumstance studies and supplementary resources in a qualitative perspective, in which theoretical assertions and causal interactions are plainly developed from and grounded in the phenomena researched (Cumberbatch, 2004). Thus, this brings about the utilization of Grounded Theory where it offers a mix of flexibility and composition with unambiguous rules, where the researcher will choose the use of coding.
Coding is a method of constant comparability which led to the founding of Grounded Theory on the conceptualisation of data (Jones, Keifilik and Zanko, 2005). You can find three steps of coding in analysing data collected. Opening coding is approximately understanding and also to have a frequent comparability of data accumulated that would be fractured into conceptual rules.
In this case regarding to case study technique, the researcher may categorise factors of financial influences from mega-events into rules such as "social, environmental, advantages, benefits, etc". The next step after data has been fractured, axial coding would be used. It is the process of exploring new relationships among the info and discover any associations between them (Warburton, 2012). The ultimate step would be selective coding, whereby it includes picking of certain rules to create and integrate them with the listed categories in the axial coding model within the approach to developing a grounded theory (Strauss and Cobin, 1998).
One of the key limitations is that an 3rd party empirical process research is not being employed due to restrictions of organizations being unwilling to provide appropriate data as some athletics that number mega-events are by natural means secretive. F1 is seriously technologically driven; which means release of information sometimes appears as a pejorative to the sport. Reliance can only just be placed after the accuracy of data provided from external resources such as circumstance studies and mainly secondary data. However, this matter will be reduced through the approach of identifying as many different reports as you possibly can and cross-referencing them.
The Gantt chart in the appendix section will be displaying the estimated time needed for each and every process up till the submission of the dissertation itself.
In conclusion, the researcher will use a qualitative research methodology to have a much better understanding and perception of the local financial impact of mega-events, using Formulation One as the main element event to the study. With the analysis on strategic evaluation tools, the researcher will have the ability to discover how marketing professionals analyse the monetary situation and make strategic decisions on for the success of leveraging mega-events. Additionally it is essential that the researcher own an open mind without the biasness in order to obtain correct data for the development of grounded theory while doing this qualitative research.
Nevertheless, information obtained for the research will preferably formalize a grounded theory also to be used as guidance for future experts and academics studying economic impact from mega-events using analytic tools, to possess a better understanding and build on in the future for improvement.
Planned Timeline/Gantt Graph of Dissertation