Red Hat, Inc. (NYSE: RHT) is an S&P 500 company in the free and open source software sector, and a major Linux distribution vendor. Founded in 1993, Red Hat has its corporate headquarters in Raleigh, North Carolina with satellite offices worldwide.[5]
Red Hat has become associated to a large extent with its enterprise operating system Red Hat Enterprise Linux and with the acquisition of open-source enterprise middleware vendor JBoss. Red Hat provides operating-system platforms along with middleware, applications, and management products, as well as support, training, and consulting services.
Red Hat creates, maintains, and contributes to many free software projects and has also acquired several proprietary software packages and released their source code under mostly GNU GPL while holding copyright under single commercial entity and selling looser licenses. As of February 2009, Red Hat was the largest corporate contributor to the Linux kernel.[

or target market of HK Disney are the local people of Hong Kong and Mainland China tourists.

However, the company’s expectation of competitive advantage has not been met which is to have 5.6 million visitors for the first year of their operation. During its first year, the market has only recorded 5 million visitors.[4] Both the sales and attendance expectations have not been achieved. The management is worried that if these trends will not change, then their promised performance from investors and bank lended will then be pushed for refinancing the US$294 million (HK$2.29 million) in debt taken out for the theme park.[5] To solve this issue, a market research will be conducted through survey questionnaire approach to determine the reasons for the low popularity of the theme park and Disney characters among visitors.



III. RESEARCH OBJECTIVES AND RESEARCH PROBLEM

The main goal of this study is to determine the reasons why Hong Kong Disneyland on its opening has a low popularity as compared to the total number of 25.5 million visitors[6]. herein, the total number of mainland visitors arrivals recorded for the following years was 13.6 million, in which 51.9% of them have traveled under Individual Visit Scheme. The secondary data have shown that the visitors from the mainland are unfamiliar with Disney Cartoon characters which may explains the reasons for the low percentage of the visitors from mainland as compared to the total number of the arrivals of the visitors. In order to have some substantial evidences, a survey will be considered. In addition, this aims in exploring other possible cause for the low number of visitors than the expectations of the management.



IV. METHODOLOGY

In order to achieve the objective of this research, a survey will be conducted. For this market research, the main questions which are going to consider are the customers satisfaction and theme park expectations. As this research aims on finding out the reasons, the study will be best conducted before summer vacation. The management will assign staffs to handle the marketing research. Herein, the time frame for the research completion is 40 days and face to face interviews will also be considered out at the exit of HK Disneyland to capture fresh moments and experiences of the visitors.

The marketing staffs will conduct approximately 33 questionnaires in a daily basis at the exit gate and will consider 3 sessions for the day which include early afternoon, afternoon and closing to have first hand information from the visitors. To foster the willingness of the visitors to join the survey and interview, they will be given a token such as badge and others to show some appreciation. before having the formal questionnaire, the staffs will consider pre-testing stage by utilizing a small sub sample to note whether the research is feasible or suitable enough to minimize errors that might happen. After this, the questionnaire will be revised to make the final one (see Appendix 1). The interviewers will be will-oriented and trained to fully understand the aim of the study and the questionnaire to avoid systematic errors.



V. LIMITATIONS

The target visitors of this research will include the visitors from China mainland and Hong Kong residents. These represents 58% and 32% of the total respondents, respectively. These group comprises 90% of the total population. The remaining 10% of the visitors are from other nations which include Singapore, USA, Korea, Japan and other expatriates. Due to the limitation of staffs, time and budget, this market research will only focus on the two large groups (Hong Kong and Chinese people). Although under these situations, the research could not analyze the reason from the answers of all visitors, it does represent the experience of the participants. In this research, another excluded group of people are those who are under age of 15, whom the researched consider to not fully understand all the questions provided in the questionnaire.



VI. RESEARCH PROCESS

For this market research, the secondary data will be used to identify the general expectation of people for a theme park. After which, primary data will be conducted through interviews and survey questionnaires. First, the researcher gathered all the secondary data and found that people from the mainland China are unfamiliar with Disney characters in China and they are lacking knowledge about the Disney Characters.[7] These are considered as influential factors that affects the expectation and likes of the visitors to come to
 
Last edited:
Red Hat, Inc. (NYSE: RHT) is an S&P 500 company in the free and open source software sector, and a major Linux distribution vendor. Founded in 1993, Red Hat has its corporate headquarters in Raleigh, North Carolina with satellite offices worldwide.[5]
Red Hat has become associated to a large extent with its enterprise operating system Red Hat Enterprise Linux and with the acquisition of open-source enterprise middleware vendor JBoss. Red Hat provides operating-system platforms along with middleware, applications, and management products, as well as support, training, and consulting services.
Red Hat creates, maintains, and contributes to many free software projects and has also acquired several proprietary software packages and released their source code under mostly GNU GPL while holding copyright under single commercial entity and selling looser licenses. As of February 2009, Red Hat was the largest corporate contributor to the Linux kernel.[

or target market of HK Disney are the local people of Hong Kong and Mainland China tourists.

However, the company’s expectation of competitive advantage has not been met which is to have 5.6 million visitors for the first year of their operation. During its first year, the market has only recorded 5 million visitors.[4] Both the sales and attendance expectations have not been achieved. The management is worried that if these trends will not change, then their promised performance from investors and bank lended will then be pushed for refinancing the US$294 million (HK$2.29 million) in debt taken out for the theme park.[5] To solve this issue, a market research will be conducted through survey questionnaire approach to determine the reasons for the low popularity of the theme park and Disney characters among visitors.



III. RESEARCH OBJECTIVES AND RESEARCH PROBLEM

The main goal of this study is to determine the reasons why Hong Kong Disneyland on its opening has a low popularity as compared to the total number of 25.5 million visitors[6]. herein, the total number of mainland visitors arrivals recorded for the following years was 13.6 million, in which 51.9% of them have traveled under Individual Visit Scheme. The secondary data have shown that the visitors from the mainland are unfamiliar with Disney Cartoon characters which may explains the reasons for the low percentage of the visitors from mainland as compared to the total number of the arrivals of the visitors. In order to have some substantial evidences, a survey will be considered. In addition, this aims in exploring other possible cause for the low number of visitors than the expectations of the management.



IV. METHODOLOGY

In order to achieve the objective of this research, a survey will be conducted. For this market research, the main questions which are going to consider are the customers satisfaction and theme park expectations. As this research aims on finding out the reasons, the study will be best conducted before summer vacation. The management will assign staffs to handle the marketing research. Herein, the time frame for the research completion is 40 days and face to face interviews will also be considered out at the exit of HK Disneyland to capture fresh moments and experiences of the visitors.

The marketing staffs will conduct approximately 33 questionnaires in a daily basis at the exit gate and will consider 3 sessions for the day which include early afternoon, afternoon and closing to have first hand information from the visitors. To foster the willingness of the visitors to join the survey and interview, they will be given a token such as badge and others to show some appreciation. before having the formal questionnaire, the staffs will consider pre-testing stage by utilizing a small sub sample to note whether the research is feasible or suitable enough to minimize errors that might happen. After this, the questionnaire will be revised to make the final one (see Appendix 1). The interviewers will be will-oriented and trained to fully understand the aim of the study and the questionnaire to avoid systematic errors.



V. LIMITATIONS

The target visitors of this research will include the visitors from China mainland and Hong Kong residents. These represents 58% and 32% of the total respondents, respectively. These group comprises 90% of the total population. The remaining 10% of the visitors are from other nations which include Singapore, USA, Korea, Japan and other expatriates. Due to the limitation of staffs, time and budget, this market research will only focus on the two large groups (Hong Kong and Chinese people). Although under these situations, the research could not analyze the reason from the answers of all visitors, it does represent the experience of the participants. In this research, another excluded group of people are those who are under age of 15, whom the researched consider to not fully understand all the questions provided in the questionnaire.



VI. RESEARCH PROCESS

For this market research, the secondary data will be used to identify the general expectation of people for a theme park. After which, primary data will be conducted through interviews and survey questionnaires. First, the researcher gathered all the secondary data and found that people from the mainland China are unfamiliar with Disney characters in China and they are lacking knowledge about the Disney Characters.[7] These are considered as influential factors that affects the expectation and likes of the visitors to come to

Hey netra, i am really impressed after reading all your article or report on Red Hat and must say that it is going to be useful for many people. Well, if you do not mind then i have also got some information and would like to share it with you. So please download and check my presentation on Red Hat.
 

Attachments

  • Red Hat, Inc.pdf
    1.1 MB · Views: 0
Top