A Market Research and Analysis of YT Sport School

A Market Research and Analysis of YT Sport SchoolSubmitted by Gao BeiStudent ID number W2005A1003J0026Supervised by Liu MinyueA paper submitted in fulfillment of the requirements of the degree of Bachelor of ArtsThe Institute of Online EducationBeijing Foreign Studies University北京外国语大学网络教育学院学士学位论文诚信声明本人郑重声明： 所呈交的学士学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。 学士学位论文作者签名： 高蓓日期：2007年10月8日论文摘要北京YT体校是XX区直属的一所专业体育学校，以XX体育馆作为体校训练基地。我校设有各项目业余体育培训班，由体校专业教练员进行直接授课。业余培训班中符合要求的优秀学生可以转入专业队进行培训，为国家队储备优秀的体育人才。我校自1997年起开设跆拳道业余培训班，并培养出了一大批优秀的教练员与裁判员。随着2000年陈中在奥运会上取得第一块跆拳道金牌开始,本地跆拳道培训学校也如雨后春笋般地增加起来，形成了跆拳道运动的市场化，我校招生率与以前相比呈下降趋势。本论文通过设计问卷调查，加以实施后将调查结果与目标学校进行对比分析，从中找出我校的不足与现在市场的变化与需求，为学校提供最新的市场信息数据，以帮助招生部门制定新的招生计划提供资料，从而有效地提高招生率。本论文前期通过学校内部讨论、SWOT分析法等方法，找出问题所在，确定了本项目的目标。在计划执行过程中，通过对目标人员进行分组问卷调查后对调查结果进行整理，并将整理后的数据与目标学校进行对比分析来了解市场的需求与变化，从而得出市场调查报告。在后期计划评估部分，本论文将通过对招生部门人员的面对面交流形式征询对市场调查报告的意见及反馈。经过前期周密的调查与分析及制定可行性计划，以及中后期严格地执行、分析与评估，此次问卷调查与数据采集工作已顺利完成并达到了预期的目的。数据证明，学校目前的招生弱项在于，在课程设置方面，现阶段所教授的内容不丰富，学校的宣传力度较小，硬件设施老旧以及学生课业负担重、家长老师不支持等问题。并以调查整理后的数据与其他三所培训学校进行对比，从而使我们更好地了解市场的变化与客户的需求，找出了我校的优势及劣势，并得出一份详细的市场调查分析报告，以供我校招生部门制订新的招生计划作为参考。实践证明，通过问卷调查和数据分析，确实能够快速有效地掌握当前的市场信息，及时了解市场的变化与需求，使学校能够顺应市场变化，及时制定新的招生教学计划，这对有效地提高招生率以及提升竞争力是至关重要的。关键词：问卷调查 市场调查 数据分析Abstract This dissertation presents a detailed report of project implemented to find an efficient way know about the changes of recent market and customers needs and wants in order to educe a market analysis report on YT Sports School.In recent years, more and more taekwondo training schools have been set up which made the enrollment rate of our school has decreased gradually. It is hypothesized that if the market research and analysis are well implemented so we could get a better customers understanding and get to know the changes of recent market which would be helpful to the market analysis report writing. The market research report would be used in the new recruit plan by Recruit Students Department for a better enrollment.A 9-week project was launched to design and carry out questionnaires and analyze the market. Scientific research methods of colleagues survey, such as focus group, face to face interviews, and SWOT analysis were used in analysis of problems. I also adopted flowchart, project framework and several other methods in design, implementation and evaluation of the project. Project Framework, Activity Flow Chart with Time Scale and Project Progressive Checklist were used to monitor the project implementation. With all members efforts, the project has finally achieved its goal. We have found out customers needs and wants, and have known the changes of recent market by the ways of questionnaires and data analysis. Finally, a market research report for Recruit Students Department has successfully finished. As a result, the new recruit students plan will be made on the basis of the report.Evidences show that a well-planed and organized survey may help in understanding a schools situation and the changing of market, it also help in a better understanding of customers needs and wants. Key words: questionnaires market analysis Table of ContentsPages1. Introduction 1.1 Project Background122. Project Rationale and Project Hypothesis2 2.1 Project Rationale2 2.2 Project Hypothesis32.3 Literature Review33. Problem Analysis43.1 Current Business Situation43.2 Needs and Wants Analysis3.3 The SWOT Analysis454. Project Design 4.1 Project Objectives 4.2 Planning of Activities 4.2.1 Activities planned to take place 4.2.2 Critical path of the planned activities 4.2.3 Time-scale of activities 4.2.4 People involved and their responsibilities 4.2.5 Cost analysis 4.2.6 Plan for monitoring and evaluation of the project 4.3 Risk Analysis 4.3.1 The potential risks analysis 4.3.2 Protective measures to be taken6666788991010105. Project Implementation and Monitoring105.1 Project Implementation 105.1.1 General introduction of time, place of project implementation105.1.2 The working steps of implementation115.2 Monitoring of Project126.  Project Findings and Discussion126.1 Data Analysis6.1.1 The previous problem analysis6.1.2 Records of the implementation of project6.1.3 Customers feedback 6.1.4 Comparison survey6.1.5 Recruit Students Departments feedback6.2 Results Discussion121212132326267.  Conclusion27Bibliography28Appendix I: The project framework29Appendix II: Activity flow chart for a critical path analysis of the activities 30Appendix III: Activity flow chart with time-scale31Appendix IV: Chart with total cost of project32Appendix V: Activity flow chart with working steps of implementation33Appendix VI: Questionnaire of coach34Appendix VII: Questionnaire of our students35Appendix VIII: Questionnaire of potential customers36Appendix IX: data processing chart 137Appendix X: data processing chart 239Appendix XI: Analysis chart41Appendix XII: Week-progress chart of Monitoring43Appendix XIII: Daily-progress chart of Monitoring44Appendix XIV: Report on Market Research and Analysis of YT Sport School46A Market Research and Analysis of YT Sport School1. IntroductionOur school, Beijing YT Sport School is a professional sport school with a very good reputation; it belongs to a state stadium Beijing XX District YT Stadium. We now have professional team of taekwondo and judo, and amateur training classes of taekwondo, judo and karate.However, taekwondo market is becoming more and more competitive. In recent years, more and more taekwondo training schools have been set up in our district, and some elementary schools, middle schools and colleges have set up their own taekwondo classes. It made the enrollment of our school decreased gradually. Especially after this winter holiday, the number of students of the weekend-class decreased slightly as usually, but the number of students of Tuesday and Thursday-classes decreased sharply. There are no more than 10 students at a class sometimes. The school leader and coaches all feel an unprecedented pressure.In order to enlarge enrollment in the future, the school leader had made a decision to carry on an Enlarge Enrollment Project. The first part of the project is a Market Survey, which will mainly in the charge of me in order to get a better understanding of the situation we are facing. After I had a preliminary discussion with my colleagues on this issue, we have made a brief plan including second measures.The first measure is Questionnaire. We plan to design some sets of questionnaires which aim to our target groups and carry them out. The questionnaire is the main measure of our market research. I think its important and would be helpful on customer understanding.The second measure is Market Analysis. There will be a team including 4-5 staff in charge of it. We will choose 3-4 taekwondo training schools which are in the neighborhood to be the references and collect their information for the market analysis in the sake of finding out the advantages and disadvantages of our school. This paper is a record of the design and implementation as well as an analysis of its result. In part one, a background will be presented. And in part two, we will discuss about rationale and hypothesis. Current business situation and problem analysis will be in part three. In part four, a whole project design will be presented. Implementation and monitoring will be in part five. In part six, a results and discussion will be in it. And a conclusion will be presented in part seven.1.1 Project Background Our taekwondo school is located at XX District YT Stadium. The school was founded in Beijing almost 10 years ago. We now have professional team of taekwondo and judo. The professional team mainly trains athletes for the National Team. As a type of physical exercise, we also set up some amateur training classes of taekwondo, judo and Karate for sport enthusiasts. We now have 10 coaches and assistant coaches for amateur taekwondo training classes. Since it is off-season, the numbers of students of taekwondo classes are 100 or so; when it gets in midseason, the number of students will be about 140-160. I am a coach of taekwondo class. Over the past few years, about 20 students have got their black belt successfully each year, and lots of our students have won the medals in taekwondo matches.As an earlier established taekwondo training school, the market competition was not very intense at that time, so we have been ignoring the changes of the training market, we just walk with our own pace. Along with the success Chinese taekwondo players have made in Olympic Games, taekwondo has been more and more popular in China these years. Lots of taekwondo training schools had been set up. And some elementary schools, middle schools and colleges started their taekwondo classes, too. Since then, it is harder and harder to get learners enrolled as their choices widened.For a better enrollment, our school leader decided to take action. The first thing will be a market survey, and I am in charge of it. In order to make the market research more efficiently, an interview was carried on by me. Through the interview, some suggestions were come up with.In order to make better plans for a better survey, a better understanding of the current situation of our school is necessary. So we carried out a SWOT analysis, it consists of our strength, weakness, opportunity and threats.2. Project Rationale and Project Hypothesis2.1 Project RationaleRegarding to the market research and analysis, I would like to refer to the books I have read such as “Sports and Entertainment Marketing”, “Modern Marketing Practical Writing”, “Theory and Strategy of Sports Marketing” and “World Class English of Business Book 2”. I quoted some useful rationale for my project as below:1. There is a good chance that large competitors have a site on the World Wide Web. Scan the information they provide on a regular basis. (Li, 2001)2. In order to discuss the differences between itself and its competitors, an organization needs to make direct comparisons. (Xie, 2006)3. When discussing competition in business it is important to be able to balance negative aspects against positive aspects, or weaknesses against strengths. (Xie, 2006)4. Market research can focus on different aspects of customer opinion. It can also collect different kinds of information. (Li, 2001)5. We can get feedbacks from customers or consult experienced experts by face-to-face interview or telephone interview or survey questionnaire. (Li, 2001)2.2 Project HypothesisIt is hypothesized that if the market research and analysis are well implemented so we could get a better understanding of customers, competitors, and ourselves and get to know changes of the market so as to educe a market analysis report which will be help in Recruit Students Department on a new recruit students plan. 2.3 Literature ReviewThe problem I was facing was that the enrollment rate of our sport school has decreased gradually. The goal of my project is through a market research and analysis to find out customers needs and wants and changes of recent market. And then, we will educe a market analysis report for Recruit Students Department in order to lay a new recruit students plan for a better enrollment.I found that the concepts on World Class English for Business Book 1 (2001) were very helpful on getting better customer understanding. It said that a good customer service depended on knowing what the customers want and how they feel about the service you offer. There are some way to obtain customer s wants and needs, such as questionnaire, face-to-face interview, telephoning, and customer survey etc. We must be recognizant of that our school is not only a school, but also a profitable service organization. But we never did a thing on getting customer understandings before. The reason for why we did questionnaires is that I referred to the books World Class English of Business Book 2 (2001) which told me that questionnaire is a common way of market research, is the most important approach of information collection, data processing and analyzing. I also referred to the books Modern Marketing Practical Writing (Ke, 2006) for questionnaire designing. It helped me in frame of questionnaire and questionnaire designing procedure. Follow the procedure, I confirm the research purpose first, next to collect relative data, then design a draft according to frame of questionnaire, after that, we pretest the questionnaires and modified it until finished the final version.Just like World Class English for Business Book 2 said that Organizations need to know about their competitors, and many organizations rely upon continuous market research. So the important thing to do is to adapting market actively, keep continuous market research for better and timely customer understandings and the changes of taekwondo training market to improve ourselves in time. The project was fulfilled based on those survey results, as well as on a thorough review of the literature on the reference books mentioned above. 3. Problem Analysis3.1 Current Business SituationAs an earlier established taekwondo training school, the market competition was not very intense at that time, so we have been ignoring the changes of the training market, we just walk with our own pace. Along with the success Chinese taekwondo players have made in Olympic Games, taekwondo has been more and more popular in China these years. Lots of taekwondo training schools had been set up. Some elementary schools, middle schools and colleges started their own taekwondo classes, too. Since then, it is harder and harder to get learners enrolled as their choices widened.3.2 Needs and Wants AnalysisIn order to make the market research to be more efficiently, an interview was carried on by me. They are organized as follows: 1 director of taekwondo teaching department 4 coaches They are the colleagues who in charge of enrollment and teaching. They are asked to give open answers to the following questions, which are set according to our desire of enlarging enrollment.l Do you have any experience of market survey?l What kind of market research ways do you think will be efficient and helpful?l How many new taekwondo schools you know there are in our school-hood? How much do you know about them?l Can you give some suggestions or advices on market research of enlarge enrollment?l Did you find its more difficult to attract new students to our school than before?l Have you ever got complaints from students or parents? About what?Suggestions:l Designing different questionnaires for different target groups and carrying them out.l Take advantages of Internet to browse competitors websites to get more information about them, like their location, customers and teaching methods.l Regarding ourselves as interviewees to design the questionnaires. After designing, we could try it out by ourselves in advance. l Paying attention to the market changes all the time by all means.3.3 The SWOT AnalysisIn order to make better plans for a better survey, a better understanding of our schools current situation is necessary. So we carried out a SWOT analysis, it consists of our strength, weakness, opportunity and threats. Our conclusion is shown as follows:Strengths:l Our school has a high reputation in the local area. l Our school is one of the sponsors of Taekwondo Level Test, Black-belt Test, Referee Qualification and Coach Qualification.l We have a strong coach team with high quality and rich teaching experience.l The professional taekwondo mats and teaching facilities are used at our school.l Our school located at our stadium, and the rent is free.l We organize exchange training with Korean taekwondo delegation each year. All of our students have exclusive opportunities to experience it.l All our classes are designed with high quality.Weaknesses:l For lack of market research experience, colleagues maybe impatient with the task and quit it.l The questionnaires might be refused or be filled perfunctorily.l The air of our training place is a little stuffy as it is in basement.l As our school is an old one, the teaching facilities are not so update and new as the other new school.Opportunities:l Our school leaders strongly support this task, so the budget for the market survey will be easily approved.l All staff is willing to help.l Its easy to carry on the questionnaires among our students.l Because most of our students are students at school, the questionnaires for potential customers of schools will be carried out easily with our students help. l Some elementary schools, middle schools and universities are in our school-hood. And there are a lot of potential customers are in them.l The current taekwondo training market is optimistic. Along with the success that Chinese taekwondo player have achieved in Olympic Games. Taekwondo has been more and more popular in China these years.l Now Beijing is carrying on the National Fitness Campaign, more and more people realize that doing exercises is the best way to keep fit.Threats:l There will be a mess period at the beginning with difficulties to design the questionnaires.l It will be difficult to carry out the questionnaires out of school. l There are lots of choices of other sports.4. Project Design4.1 Project ObjectivesThe problem that I will research is that our sport school is losing students in the intensive market competition. I am a taekwondo coach working for Beijing YT Sport School which is a professional sport school in training athletes for the national team and taekwondo amateur training. Along with the success Chinese taekwondo players have made in Olympic Games, taekwondo has been more and more popular in China these years. As we all know, the 2008th Olympic game will be held in Beijing. By then, there will be more and more people join in sports. Therefore, I conduct this market survey project in order to help our school to get a better enrollment.The goal of my project is to find out an efficient way to get a better customer understanding and get to know the changes of recent taekwondo training market, and educe a market research report as the reference of the new enrollment plan of Recruit Students Department. 4.2 Planning of Activities4.2.1 Activities planned to take placeWhat I need to do is to think of all the things we will have to do to reach the goal and objective set up previously. I design a lis