The Success Factors of Standard Chartered Hong Kong Marathon

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The Success Factors of Standard Chartered Hong Kong Marathon

Presented to

The Department of Business Administration

2011-12

EXECUTIVE SUMMARY

This repost is studying the success factors of Standard Chartered Hong Kong Marathon.

It will be collect the information and data from questionnaire survey and focus groups. Also, it will be through Value Important Performance Grid tool and SWOT analysis that more understand the performance and state of this marathon, then make some recommendation.

ACKNOWLEDGEMENT

This thesis would not have been possible unless someone who give the information support. It is an honor for our group to interview Mrs. Vivian So, the Executive director of HKAAA, and Mr. Wong Ka Man, an committee of HKAAA. Our group also would like to thank some participants who attend our questionnaire survey and focus group. Their view and information gave us a lot of help for this report.

I would like to show my gratitude to my supervisor, Leonard Kwan and course leader, Johnny Chiu, whose encouragement, guidance and support from the initial to the final level enabled me to develop an understanding of the subject.

Lastly, we offer our regards and blessings to all of those who supported us in any respect during the completion of the project.

TABLE OF CONTENTS
ACKNOWLEDGMENT
EXECUTIVE SUMMARY
TABLE OF CONTENTS
LIST OF ILLUSTRATIONS
LIST OF TABLES
LIST OF APPENDICES
CHAPTER
1. INTRODUCTION
2.1 Background of Event

2. PROBLEM STATEMENT
3.2 Statement of the Problem
3.3 The Assumption
3.4 Methodology
3.5 Limitation

3. FACTORS AFFECTING A EVENT
4.6 Public Acceptance
4.7.1 Social Environment – Cultural
4.7.2 Lifestyle

4.7 Support from Stakeholders
4.8.3 Commercial Sponsorships
4.8.4 Participants
4.8.5 Organizations
4.8.6 Non-profit organizations
4.8.7 Celebrities
4.8.8 General Public
4.8.9 Government

4.8 Effective Event Management
4.9.10 Event Planning
4.9.11 Human Resource Management

4.9 Publicity
4.10.12 Word of Mouth

4. FINDINGS
5.10 Value Important Performance Grid
5.11 SWOT Analysis
5.12.13 Strengths
5.12.14 Weaknesses
5.12.15 Opportunities
5.12.16 Threats
5.12 Sustainability
5.13 Potential for future development

5. CONCLUSION
6. RECOMMENDATIONS
APPENDICES

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1. Introduction
1.1 Background of the Event
Standard Chartered Hong Kong Marathon is one of the most significant and brand sport event for Hong Kong. This sports event has been held annually every Chinese New Year. This event is large-scale, with local and foreign people participation. Standard Chartered Hong Kong Marathon has been gaining a lot of support from companies, organizations, public, government and tourist.

Prior to Standard Chartered Hong Kong Marathon, it was named “Shenzhen Marathon” and was held in 1996. Due to the lack of funds, Standard Chartered Bank become the title was sponsor of “Shenzhen Marathon”. Afterward it has been named Standard Chartered Hong Kong Marathon. Since then the Marathon has been held for 15years.

In the beginning, the number of participants of this event was limited thousand and the awareness was 1000. Until 2011, the number of participant has increased to more than 70,000 in 2012.

2. PROBLEM STATEMENT
2.1 Statement of the Problem
The purpose of this report is to find out the success factors of Standard Chartered Hong Kong Marathon. The event had a humble beginning, and very few Hong Kong people showed interest to join the race. After a few years, Standard Chartered Hong Kong Marathon has started to gain its popularity in Hong Kong year after year. The event has become a Hong Kong branded sports event now. This report is to study the factors that attributed to its...
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