THESIS PROPOSAL

A Study of Business Strategy of Macau Tower Convention and Entertainment Centre

Table of Contents

CHAPTER 1: INTRODUCTION1

Background1

Research Questions2

Ethical Concerns3

Structure of the Dissertation4

CHAPTER 2: LITERATURE REVIEW6

Introduction6

Inculcating Employees7

Marketing and Sales Strategies8

Strategy Pyramids8

Competitive Edge8

Communications objectives9

First Phase9

Second Phase9

Third Phase10

Marketing Communications Strategy10

Target Audience10

Gender10

Age10

Socio-Economic Status11

Interests11

Positioning Statement11

Promotional Mix11

Advertising12

Public Relations12

Corporate Image12

Exhibitions13

CHAPTER 3: METHODOLOGY14

Introduction14

Research Design14

Researcher's Role15

Data Collection Procedures15

Data Analysis and Interpretation16

Quality and Verification16

CHAPTER 4: DATA ANALYSIS18

CHAPTER 5: CONCLUSION18

REFERENCES19

CHAPTER 1: INTRODUCTION

This chapter of the research tends to develop an understanding and identify the reasons for conducting a research onto the identified topic. However, in the context of this paper this chapter would inculcate the notions related to the need to carry out a Business Strategy of Macau Tower Convention and Entertainment Centre.

Background

Quinn (1996) claimed, the incongruity between vision and behaviour is an important topic that is worthy of further investigation. It would be hard to imagine that a corporate executive would argue with this statement. Therefore, developing business strategy and not analyzing it would be a waste of time. Today it would be difficult to find an organization that doesn't pay lip service to the idea that people are its greatest source of competitive difference. Understanding what motivates an average employee and the degree to which their respective outputs provide business benefits would be beneficial to organizational leaders. Once a vision is established and a strategic plan is in place, it must be clearly articulated to all within the organization. This process of establishing a vision that can move an organization to a new place in the market and rallying the team to follow is not always as easy as it sounds (Carman 1990, pp. 33-55). Many organizations go through the motions Bechtell describes by establishing the strategic objectives for the organization, yet without clear understanding of what needs to get accomplished, employees will deliver as best they can.

Having clear and understandable goals allows employees to match their performance to expectations. The difficulty for leaders as well as workers is that these goals are always susceptible to change. Competitive markets dictate that organizations examine business process changes to meet customer demands. The strategic planning process allows organizations to assess the marketplace and internal capabilities then mobilize into action thus creating organizational change. Thus, it would be safe to frame the notion that in today's modern world, all the businesses have developed dramatically, and are running on a global basis. The competition between these businesses has also grown reached newer heights. In order to compete in such a competitive environment, it is necessary for the businesses to develop business strategies that are beneficial for these businesses, and will also help them in succeeding. Moreover, dealing in a global environment is also much difficult than conducting the business in one location. This is so, because of the difference in the economy, and the economic conditions of all the different countries of the world.

Therefore, in order to deal with all these issues of, high competition, economic differences of all the countries, it becomes essential for all the companies to build their ...