EVALUATION ESSAY ON HONK KONG JOCKEY CLUB Case Solution
Position Statement
The innovative designing of the new ibu tables and the ibu experience zone within the Adrenaline’s bar and lounge has created a graphically attractive, intuitively simple and a digitally simple horse racing experience for its young and tech savvy customers. Previously, the main problem encountered by the young customers was that the betting system was not up to date according to their life styles which was much different in the manner they used information and technology. However, the new innovative design and use of technological tools such as the interactive multi touch tables and the smart card payment method had made the mental game digitally simple for these young customers to understand.
The overall positives associated with the new ibu tables and the ibu Experience zone are that the new user interface is innovative which makes use of the latest technology which is being used by the young generation. This has resulted in a high level of satisfaction for these customers. The ibu Experience zone provides an area of cheerful and casual environment for these young customers. As seen by the results of the survey, these young customers have been highly satisfied with the new ibu tables and the user interface design, which has been created with detailed research and prototype testing. However, the only negatives associated with this model are that to what extent this new system is going to support the needs of the older generation customers. Furthermore, the qualifications to the success of this model in the long term are to satisfy the needs of the young as well as the older generation, change their perception and counter the competitive based upon the new designs.
Evaluation Criteria
The evaluation of the above thesis of the position statement would be performed on the basis of broad range of criteria. The specific criteria and the way in which a particular criterion would be analyzed or measured has been analyzed in the table below:
|
Criteria |
How to Measure |
|
Improvement of horse racing betting experience |
Needs assessment of tech savvy customers and matching it with the ibu tables functions, survey responses |
|
Innovation |
Changes to the betting process, simplification of the betting process, addressing of the customer needs |
|
Technology advancement & acceptance |
Specific technology products, services used, simplicity introduced in betting process as a result of technological improvement etc |
|
Investment Returns |
Profitability, revenue growth, cost reduction etc |
|
Satisfaction of Tech Savvy Customers |
Survey responses, adoption of the new advanced ibu system and ibu experience zone |
Judgment &Proof of Evaluation
The pros and the cons associated with the range of the criteria which have been highlighted in order to evaluate the overall experience and performance of the betting entertainment tables. As stated by the positioning statement that the overall horse racing betting experience for the customers had been improved therefore, the main focus has been paid to the positives associated with the evaluation criteria. On the other hand, the cons have also been highlighted for each of the specific evaluation criteria as identified. This is discussed as follows:....................
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