Tong Hop Olympic

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<p>Danh sch thnh vin nhm:1) Phm Hng 71405482) L Anh Khoa 71405553) ng Thy Linh 71405624) H Nguyn Vit Ton 7140615 5) V Minh t 7140532</p> <p>GROUP EXERCISE: THE LONDON 2012 OLYMPIC GAMES</p> <p>1. Tm tt bi The London 2012 Olympic Games Th vn hi c t chc nm 4 nm mt ln. Xut x ca th vn hi c hnh thnh Antic Hy Lp. Olympic u tin ca thi hin i bt u Athens Hy Lp vo nm 1896. Ti 241 vn ng vin nam nghip d n t 14 quc gia cnh tranh trn 10 ngy trong 9 mn th thao. T t chc mi 4 nm 1 ln, ngoi tr th chin I v II, pht trin bao gm hn 10.000 nam v n vn ng vin n t hn 200 quc gia tranh ti trong 28 mn th thao v hn 17 ngy. Th vn hi c t chc ti London vo nm 2012 vi 26 mn th thao khc nhau ang c thc hin, chng hn nh v d boxing, bng , th thao, cho thuyn, bi li, mn phi hp... London l thnh ph u tin l ch nh ca Th vn hi Olympic ma h ln th ba. London l ch nh ca Th vn hi Olympic vo cc nm 1908 v 1948.London, th nc Anh, Vng quc Anh v Bc Ireland vi khong 7.6 triu dn, l thnh ph vi hu ht cc c dn trong EU, v l mt trong nhng trung tm vn ho, ti chnh, thng mi v quan trng ca th gii. Th vn hi Olympic s c t chc t 27 thng 7 n 12 thng 8 trong 2012. Bn cnh , th vn hi rt quan trng kch thch ngi tr vi th thao, tho lun v x hi, kinh t v ch sinh thi, cng nh tho lun v s pht trin ca ha bnh. Mt khc, n phc v cho s pht trin bn vng ca ngnh du lch v th trng lao ng. ng London Olympic Park ca n nm Lower Lea Valley vi th trn ch ca Stratford s l mt a im trung tm. Cng vin th ln nht v mi cho chu u, ko di vi khng gian hn 1.236 mu Anh, trong 729.550 mu c phn b cho xy dng khng gian. Sau khi cc tr chi, n s phc v nh tng thi gian v c s vui chi gii tr cho ngi dn v du khch. 36.500 cn h v 50.000 vic lm s c to ra thng qua cc chng trnh u t phi hp ca cc c quan khc nhau.Olympic c tp trung vo Stratford v Lower Lea Valley. 7000 vic lm v thu nhp b sung 525 triu bng s c to ra ng London.Th vn hi tr chi 2012 London khng ch th v t mt mn th thao v phng tin truyn thng quan im, nhng cng cho nn kinh t. Bng thng ca d n l ng k. T Cng vin Olympic vi nhiu ta nh v cnh quan k thut yu cu ca mnh m rng nng lc a phng giao thng cng cng, c s th dc th thao, cc hng truyn hnh v pht thanh, v cng vin thit b ln n dch v ca cng ty. Cc lnh vc ti chnh, bo him, t vn, sc khe, IT, v sn xut phim l nh hng.Vi s chp thun ca c nm 2012 Olympic Games, cam kt, nhim v v c cu t chc c do chp nhn. iu ny bao gm vic lp t v pht trin c s h tng, nh v d c s cho vic lu tr v th thao, cu, ng, cung cp in nng, quy hoch cnh quan, mt trung tm truyn hnh v i pht thanh pht sng, cc dch v chm sc, mng d liu, v cc dch v an ninh. Cng nh s kin cc nh qun l cho cc t chc v kim sot d n ca cc tr chi, v nh vy cho marketing v quan h i tc / nh ti tr l cn thit.Ti tr t cc ngnh cng nghip du m v kh t t nhin, ngnh cng nghip theautomobile, ngnh cng nghip vin thng, v ngnh cng nghip hng khng, cng nh t cc ngnh cng nghip qun o v dng gia nh ang c tm kim. Cc nh ti tr nn tr thnh c ng n mt phn ba, ln n 2 t bng Anh, cc chi ph thc hin c tnh. Ngun thu thm s t c t v vo ca, bn hng, v bn quyn truyn hnh v pht thanh truyn hnh. Th vn hi Olympic l mt s kin ton cu. Ngi ta c tnh rng 14.700 vn ng vin t khong 200 quc gia s tham gia. 8.000.000 khch vi 150.000 nhn vin v nhng ngi gip t nguyn s c tri nghim cc s kin. 5 t ngi s tham gia vo cc s kin trc my thu hnh. TV s l vua ca cc tr chi. Th thao mn chnh n cng nh cc knh truyn thng thu ht ng vin th thao nng ng v th ng, v du khch quan tm n b truyn hnh ca h. N s hu mt th gii ca nhng cuc phiu lu, nim am m v cm xc. i vi cc phng tin truyn thng, th thao lin quan n chi ph thp, v rt hp dn do cc tc ng cao vi khn gi.2. Gii thiu chung v CaseCase ni v th vn hi London 2012. Cc tr chi trong th vn hi London 2012 c ln k hoch s din ra t ngy 27 thng by n ngy 12 thng 8 nm 2012. Khong 205 quc gia s tham gia trong hn 300 s kin vi 26 mn th thao v 12.500 vn ng vin n t cc nc khc nhau trn ton th gii. Ngoi ra, d kin 10.000 cc quan chc chnh tr n xem 1 hoc tt c cc trn u trong k Olympic. 20.000 nh bo v nhn vin truyn thng s n k th vn hi ny, 60.000 nhn vin an ninh m bo an ton, v 100.000 tnh nguyn vin. i vi cc tr chi trong th vn hi, cc c quan ch qun l IOC (y ban Olympic quc t) trong khi OCOG (Ban t chc Olympic Games) ng vai tr l c quan qun l. Th vn hi Olympic l mt s kin ton cu, Th vn hi Olympic 2012 London khng ch th v t cc mn th thao v cc phng tin truyn thng, m cn l mt vn quan trng cho nn kinh t. Ni dung trong case ny tho lun v cc chin lc bn v ca Mr.Williamson, ngi ng u b phn bn v ca th vn hi London 2012, ng thi ng cng ang au u v vn tnh gi bn cho mi v.3. L do hnh thnh tiXut x ca th vn hi c hnh thnh Antic Hy Lp. Olympic u tin ca thi hin i bt u Athens Hy Lp vo nm 1896. Ti 241 vn ng vin nam nghip d n t 14 quc gia cnh tranh hn 10 ngy trong 9 mn th thao. K t mi 4 nm 1 ln th vn hi li c t chc, ngoi tr th chin I v II.London, th nc Anh l mt trong nhng trung tm vn ho, ti chnh, thng mi v quan trng ca th gii. London l thnh ph u tin l ch nh ca Th vn hi Olympic ma h ln th 3. London l ch nh ca Th vn hi Olympic vo cc nm 1908 v 1948. Nm 2012 th vn hi c t chc ti London cng c ln k hoch hot ng t 27 thng 7 n 12 thng 8 nm 2012. Khong 205 quc gia s tham gia trong 300 s kin. C 26 mn th thao vi 12.500 vn ng vin n t cc nc khc nhau. 4. Mc tiu ca tiMc tiu chnh u tin ca ng Williamson l ti a doanh thu bn hng thng qua bn v. Hn na, mc tiu cng l ti a cc khn gi n tt c cc s kin p ng c doanh s bn hng, ng thi khn gi vo sn phi l nhng ngi thch th v hiu bit v cc trn u, cc tr chi tng cng khng kh si ng ca l hi. Do , ng s phi quyt nh gi v ph hp t c cc mc tiu trn trong khi phi lun suy ngh trong tm tr rng gi v phi nm mc m tt c mi ngi c th mua c.5. Cc vn trong casea) Ngn sch d kin l 3 t USD trong bao gm:1.25 t USD s l t doanh thu cc khon thu pht sng v ti tr quc t,1 t USD t cc nh ti tr trong nc,650 triu USD t tin bn v 150 triu USD t l ph cp giy php.650 triu USD l ngn sch ra cn phi t c trong doanh thu bn v nu khng Olympic s gp kh khn trong vn kinh ph hot ng.b) Nhu cu v v khc nhau theo tng loi s kin v mc ph bin ca n:S kin ph bin nht l - bi li, th dc ngh thut, th thao, bng , l khai mc v b mc.S kin km ph bin l bng bn, bng nm, bn cung Nhng khng th bn gi v cc mn km ph bin thp hn so vi cc mn ph bin khc v nh vy ng ngha vi vic khng tn trng mn th thao .c) Vic nh gi v da vo cc k Olympic trc b hn ch i vi gi v ca Olympic London do mi thnh ph ch nh s hu phong cch ring v vn ha, v mi trng, ng thi y s l ln u tin Olympic, ni bn v s c thc hin thng qua mng Internet, c th lm thay i nhu cu v mt s s kin. Cui cng, vi cuc khng hong ti chnh ton cu hin ti, Olympic London 2012 l s kin kh d on v phiu lud) Quan im ca IOC l bn 90% s v vi gi trung bnh ca $ 90,28 cho mi v v thu ht nhiu khn gi n xem.e) Quan im ca LOCOG l s bn c 70% s v mc gi trung bnh $ 116,07 cho mi v v do ti a ha li nhun.f) Vn thch thc na l lm sao cho nhng ngi mua v u n xem trnh tnh trng nh Olympic Bc Kinh c thng bo bn sch v nhng thc t th a phn khn i u l gh trng.g) Vn tip theo nm ch LOCOG l chnh sch v v s to ra tc ng n rt nhiu nhm. c bit, gip t c mc tiu c ra K Th Vn Hi Ca Mi Ngi, LOCOG mong mun li cun v khuyn khch cng dn a phng. Ti thi im , lut ca Lin Minh Chu u (EU) chng li vic gim gi v cho cng ng dn a phng ca LOCOG, mc gim gi m cng dn EU khc khng c p dng.h) Nhng c nhn v cc t chc bn v gian ln trn Internet.6. Cch thc gii quyt:6.1 Vn doanh thu Doanh s ra t tin bn v ca k Olympic London 2012 l 650 triu USD. c th thu ht c nhiu khn gi v tng doanh thu c th thc hin phng php sau : nh gi bn v thnh cc nh mc khc nhau da theo cc v tr tt trn khn i. Cc v s c bn online mt thi gian di trc khi Olympic din ra khn gi c th t chn cho mnh mc gi ph hp. iu ny c th thu ht c lng khn gi n xem cc trn u ca cc s kin th thao khng hp dn (ngoi b t Big-Four l bi li, th dc dng c, in kinh v cc nghi l). C th nh gi v cao hn cho nhm s kin th thao Big-Four so vi mt bng chung ti a ha li nhun bi v ngi hm m sn sng tr tin v cao hn vo xem ( d on Big-Four chim n 40% doanh thu bn v.) Vi cc nhm mn th thao a phng ph bin v c yu thch nc Anh, ta c th nh gi cao hn tng doanh thu (khn gi t nc Anh d kin chim n 55% lng v) Cn i vi nhm s kin khng thu ht khn gi nn nh gi thp hn v nu gi cao s lm gim mnh lng khn gi mua v, iu ny khng ch lm nh hng n mc tiu doanh thu m c n mc tiu quan trng l thu ht lng khn gi trn khn i. Tuy nhin s chnh lch khng nn qu ln v to cm gic khng cng bng gia cc mn th thao.6.2 Theo phn tch ca Williamson:40% doanh s v: b t gm cc mn th thao bi li, in kinh, th dc dng c, l khai mc v b mc.10% doanh s v: bng vi li th l mn th thao ph bin v c yu thch nht Chu u, hy vng s mang v 10% doanh s.50% cn li: n t cc mn th thao cn liS lng v c th bn trong cc s kin th thao:</p> <p>Mn th thaoS lng huy chng vngS lng v</p> <p>Bi li34185,000</p> <p>in kinh47756,000</p> <p>Th dc dng c14185,000</p> <p>L khai mc v b mc120,000</p> <p>Bng 21,975,000</p> <p>Cc mn th thao cn li4,740,000</p> <p>Theo yu cu t LOCOG v IOC c hai phng n :t mc gi v trung bnh l cao v doanh thu c th vt 50 triu $ so vi mc tiu, nhng s lng khn gi ch l 70% trn tng s v (theo quan im ca LOCOG l ti a li nhun)t mc gi v trung bnh l thp v doanh thu c th thp hn 50 triu $ so vi mc tiu, nhng s lng khn gi t 90% trn tng s v (theo quan im ca IOC l ti a lng ngi xem)Tuy nhin theo nh gi ca Williamson, kh nng bn c lng v c sn ch ri vo 65% n 85% (85% l con s rt ng m c). Cho nn phng n kh d cho trng hp ny l doanh s bn v 650 triu USD v lng khn gi c mt trn khn i l 70% - 75%.Da theo bng tnh, ta thy t c cc yu cu ra: s lng v bn ra 77.66%, s lng v c s dng (khn gi n tham gia s kin) 70.58% v doanh thu d kin t bn v 82.25% ta thy mt s vn thc t cn phi ch : Khng th tha mn c yu cu gim s chnh lch gi gia cc s kin (ph thuc rt nhiu bi cc yu t ngoi vi). Phi c gng ti a ha li nhun da vo b t cc mn th thao v s kin bi li, in kinh, th dc dng c v l khai, b mc. Bn cnh phi tn dng u th mn bng nhm t c doanh s tt. Phn cui cng cn li, thc hin phng n mc gi thp ph bin gip tng sc ht nhm ko mi ngi tham gia s kin.</p> <p> Mt vn cn quan tm, LOCOG mun gim gi cho ngi dn a phng thu ht, khuyn khch h n tham gia l hi, qua tng s si ng khng kh l hi. Trong khi EU c lnh cm phn bit i x gia cc thnh vin trong khi. Mt iu cn ng lu , theo d on ca LOCOG khn gi tham gia vo ton b s kin s c phn b nh sau: khong 30% ngi London, 25% l ngi Anh, 20% l ngi EU, 25% cn li l ngi n t cc nc khc. Xt v tng quan, ngi Anh v ngi dn London l nhng ngi c mc sng cao trn th gii. Vic b thi gian, cng vic, tin bc cng nh b sc vt qua mt qung ng di n tham gia k Olympic ca cc khn gi khc l mt iu rt ng lu . V Olympic l l hi th thao mang tnh cht th gii. K l hi cng l mt c hi tuyt vi ngi dn London v nc Anh qung b hnh nh ca mnh n th gii.Qua cc yu t trn vic gim gi cho ngi dn London c th nn b qua. Mt khc, nu xt vi kha cnh mc tiu l ti a doanh thu ta c th la chn phng n ca LOCOG ( nh mc gi cao , v lng ngi mua v thp) v trnh tnh trng khn i b trng c th b tr cc tnh nguyn vin vo xem. Mc d vic b tr cc tnh nguyn vin cn ang gy tranh ci nhng y cng l mt phng n kh thi cn xem xt.6.2 Vn m bo khch mua v s n xem m bo lng khn gi ti xem cc s kin ca Olympic London dao ng trong khong 70% - 75% l mt iu khng d dng, n ph thuc rt nhiu vo t l ngi mua v v thc s s dng v h mua. Theo bng thng k t l no phi rt cao (trung bnh 92%) thc s l mt thch thc i. t c con s ny, nh t chc phi thc s c c c s h tng (giao thng, nh , c s vt cht phc v l hi, ) v dch v tt p ng, gp phn to ra bu khng kh l hi tuyt vi. Vi phng chm hnh ng K L Hi Olympic Ca Cng Chng nh t chc phi to c khng kh l hi si ng, ngi tham gia phi c c tri nghim th v v ng nh. l s tri nghim ca khng kh l hi v dch v tuyt vi.7. Cu hi c nu ra trong cc trng hp7.1 Nu ng Williamson l ngi ng u LOCOG?Mc tiu ca LOCOG cho Th vn hi London ti a ha doanh thu ti a ha ngi mua v trong tt c cc s kin v khng ch l n gin l bn c v Full ton b khan i nhng phi ng i tng Nhng ngi c thu nhp trung bnh ca London cng c th mua v mt k th vn hi 2012 Olympic games thnh khng khi c th cn bng c bn yu t trn. V d nhin mc tiu ban u vn l doanh thu, sau l ti a ha ngi tham d, vic ny khng phi n gin v ng vi mn th thao v vi mi s kin s c s lng ngi tham d khc nhau nhng ti thiu vn phi trn 65% s ngi tham d. LOCOG mong mi y s tr thnh k Olymoic ca ton dn v 30% ngi dn London c th tham d, nhng y cng khng phi l yu t quan trng nht cn ti u ha Williamson cng cho bit kh nng bn v ch ri vo khong 65%-85% nn nu l ngi ng u LOCOG s trn gii php vt mc tiu doanh s l 50 triu vi 70% khn gi ti xem. t c mc tiu ny v p ng 4 tiu ch ca LOCOG a ra. Williamson nn tp chung vo s khc bit ca 3 nhm mang li doanh thu cao Nhm 1: 40% doanh s v: b t i gia gm cc mn th thao bi li, in kinh, th dc dng c,l khai mc v b mc. Nhm 2: 10% doanh s v: bng vi li th l mn th thao ph bin v c yu thch nht Chu u, hy vng s mang v 10% doanh s. Nhm 3: 10% cn li: n t cc mn th thao cn lii vi phn khc trng yu c th a ra mc gi v cao hn chng hn nh b mn bi li( nhm 1), bng ( nhm 2)v ti a ha s ngi c th tham gia th vn hi bng cch gim gi nhm 3Bng phn tch tc ng ca 3 nhm mang li doanh thu v 4 yu cu ca LOCOGNhm</p> <p>4 yu cu B t 4 mn th thao v l khai mc, b mcBng Cc mn th thao cn li</p> <p>Ti a doanh thu124</p> <p>Ti a ngi tham gia311</p> <p>Full khan i v ng i tng223</p> <p>Ngi dn thu nhp trung bnh ca London c th tham gia421</p> <p>Cc b phn bn v v LOCOG cng hng ti mt mc tiu, tc l bng cc c nhiu ngi vo sn vn ng ti a ha doanh thu. H khng phi lo lng v 100% ngi tham d, h nhm mc tiu t 70 n 80% ngi tham d . Ngoi ra h tp trung vo ngi dn London trong khi a phng khi IOC tp trung quc t ha</p> <p>7.2 Nu ng Williamson l ngi ng u IOC ?Mc tiu: thu ht 100% ngi dn tham d, l k Olympic ca ton dnV IOC l mt t chc phi li nhun, v s khng quan tm nhiu v doanh thu. Mc tiu chnh l 100% ngi tham d v gi s c gim. IOC cng khng chia s doanh thu bn v nn doanh thu bn v s khng c bt k mi quan tm. Nn nu William l ngi ng u IOC s chn phng n gn t c doanh s 50 triu vi 90% khn gi ti xem7.3 Nu ng Williamson l ngi ng u b phn bn v Mc tiu: bn c ton b vWilliamson a ra nhn nh kh nng bn v ri vo khong 65-85%. Nh vy nu ng l ngi ng u b phn bn v, mi quan tm hnh u l bn c mc 85% hoc thnh cng hn l vt mc v t c 90%, y cng l con s khng d dng c c. Chnh v vy ng s hy sinh 1 t doanh thu b li lng v c bn ra =&gt; Williamson chn phng n gn t c doanh s 50 triu vi 90% khn gi ti xem</p> <p>BI DCHThe London 2012 Olympic GamesPaul Williamson khng th khng ngc nhin. Khi ng nhn xung t vn phng 23 tng ca ban t chc Olympic Games London (LOCOG), ng c th nhn thy ton b min ng London l mt trong nhng khu vc ngho nht London. Trong lch s tng l mt khu ph tng lp lao ng v trung tm cng nghip, min ng London b nm bom nng n trong Th chin II v khng bao gi phc hi hon ton. Tuy nhin, nh th hi sinh t ng tro tn, Cng vin Olympic bt u hnh thnh. Trong vng ba nm ti, London s ng vai tr ch nh Olympic Game vo nm 2012 v cng vin Olympic s tr thnh trung tm (Ph lc 1: bn ca London v v tr ca Cng vin Olympic). V nu tt c i theo k hoch th cc a im th thao, nh , cc tuyn giao thng v cc cng vin s c xy dng h tr cc tr chi th gii v em li sc sng cho cng ng min ng London.Tuy nhin, vo ma xun nm 2009, Williamson c vn cp bch hn xem xt. L ngi ng u b phn bn v cho Olympic Games 2012, ng v nhm ca ng chu trch nhim cho vic pht trin cc chnh sch g...</p>