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jihoon kwak

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sadi MDes Proposal

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jihoon kwak

  1. 1. JIHOON KWAK st20087708 Proposal
  2. 2. Contents Introduction Background Problem statement Aims Review of literature Methodology Timeline Bibliography
  3. 3. Introduction
  4. 4. Introduction Background Problem statement Aims Review of literature Methodology Timeline Bibliography 15
  5. 5. Introduction Background Problem statement Aims Review of literature Methodology Timeline Bibliography
  6. 6. Introduction Background Problem statement Aims Review of literature Methodology Timeline Bibliography Golf market
  7. 7. 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.
  8. 8. Background
  9. 9. 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 chuíw án — 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 Hamilton’s 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
  10. 10. 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. 1890’s 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. Andrew’s 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)
  11. 11. 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 Women’s 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 women’s Olympic cha mpion was Margaret Abbot (USA) and Charles Sands (USA) was the men’s 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 game’s 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 men’s competitions were staged. (A team event of 36 holes stroke play wo n by the United States of America’s 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 men’s 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 men’s 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
  12. 12. 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 women’s 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 Women’s 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
  13. 13. 1964 A friendly match between the American Curtis team and France is expanded to i nvite other international teams to establish a Women’s 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 Women’s British Open is played for the first time at Fulford Golf Club. It is won by England’s Jenny Lee Smith. 1980’s 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. 2000’s 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
  14. 14. - Golf has long history (approximately over 2,000 years). Introduction Background Problem statement Aims Review of literature Methodology Timeline Bibliography Golf History Summary
  15. 15. 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).
  16. 16. 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
  17. 17. Introduction Background Problem statement Aims Review of literature Methodology Timeline Bibliography Market Golf companies Korea golf companies Overseas golf companies
  18. 18. 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
  19. 19. 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
  20. 20. 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
  21. 21. 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
  22. 22. -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
  23. 23. 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
  24. 24. 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 golfer’s 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
  25. 25. - Golf has long history (approximately over 2,000 years). - Recently, golf has been becoming one of the best population sports. - Increasing technology and people’s 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
  26. 26. Problem statement
  27. 27. 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
  28. 28. Aim
  29. 29. 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
  30. 30. 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
  31. 31. 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.
  32. 32. Review of literature
  33. 33. 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 golf’s health benefits can help the game’s 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
  34. 34. 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 world’s 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
  35. 35. Methodology
  36. 36. 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
  37. 37. Timeline
  38. 38. 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
  39. 39. 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
  40. 40. Introduction Background Aims Review of literature Methodology Timeline Bibliography Timeline Volvik company Field trip plan JDX shop Golfzon company
  41. 41. 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. - 곽지영, 김민철, 2014, 골퍼의 라운드 시 행위에 대한 골프장 캐디의 주관적 인식체계 유형. - 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 Golfer’s 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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