Final projectsubject create thinking

lOMoARcPSD|17343589 UNIVERSITY OF UEH BUSINESS SCHOOL FACULTY OF INTERNATIONAL BUSINESS - MARKETING FINAL PROJECT SUBJECT: CREATE THIKING Instructor: Mr Huỳnh Phước Nghĩa Class Code: 22C1BUS50311701 Class - Grade: FTC01 - K46 Group participants: Đoàn Kiều Gia Khánh Nguyễn Phương Uyên Nguyễn Đức Trí Dũng Trần Minh Bảo Anh Ho Chi Minh City, December 31th, 2022 lOMoARcPSD|17343589 UNIVERSITY OF UEH BUSINESS SCHOOL FACULTY OF INTERNATIONAL BUSINESS - MARKETING FINAL PROJECT SUBJECT: CREATE THINKING Instructor: Mr Huỳnh Phước Nghĩa Class Code: 22C1BUS50311701 Class - Grade: FTC01 - K46 Group participants: Đoàn Kiều Gia Khánh Nguyễn Phương Uyên Nguyễn Đức Trí Dũng Trần Minh Bảo Anh Ho Chi Minh City, December 31th, 2022 lOMoARcPSD|17343589 No Student ID 31201027082 31201025705 31201025108 31201024693 Name Email Đoàn Kiều khanhdoan.31201027082 Gia Khánh @st.ueh.edu.vn Minh anhtran.31201025705 Trần Bảo Anh Contribution Notes Percentage 100% Late 80% deadline @st.ueh.edu.vn Nguyễn Đức dungnguyen.31201025108 Trí Dũng @st.ueh.edu.vn Nguyễn uyennguyen.31201024693 Phương Uyên @st.ueh.edu.vn 100% 100% Group – Participants: Assignment of duties: Đoàn Kiều Gia Khánh Trần Minh Bảo Anh Nguyễn Đức Trí Dũng Nguyễn Phương Uyên Perform the essay Introduction Synthesis Part 1.3 Part 1.1 ; 1.2 Part 1.4 Ideate Ideate Ideate Ideate Prototype (From: “After Prototype (From: “In Prototype (From: Conclusion reviewing the proposed addition, the Suối Tiên “Secondly, the layout of the References ideas, we narrow down manager should area should be…” to “… …” to “…installation consider…” to “… that makes visitors have an and software engineering crocodile restaurant falls unforgettable experience.” is estimated at about 100 between 500 million and million VND.” 800 million VND.” References References TABLE OF CONTENTS Page for lOMoARcPSD|17343589 List of figures .2 I Introduction of Suối Tiên’s Crocodile Kingdom II Design thinking .4 Understand and Observe 1.1 Value chain analysis of reptile (including Crocodile) 1.2 Limitations and Characteristics of Suối Tiên .5 1.3 Customer Insight .6 1.4 Disappointment of visitors Synthesis 2.1 Poor facilities .9 2.2 The lack of activities for visitors .9 Ideate 3.1 Poor facilities 3.2 The lack of activities of visitors 12 Prototype 15 III Conclusion 27 IV References 28 lOMoARcPSD|17343589 LIST OF FIGURES Page Figure Figure Figure Figure Figure .11 Figure .12 Figure .14 Figure .16 Figure .17 Figure 10 .18 Figure 11 .19 Figure 12 .19 Figure 13 .20 Figure 14 .21 Figure 15 .22 Figure 16 .23 Figure 17 .24 Figure 18 .24 Figure 19 .25 Figure 20 .26 lOMoARcPSD|17343589 I Introduction of Suối Tiên’s Crocodile Kingdom The Suối Tiên tourist area's Crocodile Kingdom applies a model of crocodile farming and tourism working together More than 25,000 crocodiles live here, many of which weigh more than 500 kg It covers an area of 50,000 square meters The Crocodile Kingdom was a pioneer in the application of science and technology to the care of young crocodiles and the hatching of eggs to produce the best and healthiest crocodile newborns The crocodiles will be born and raised here until they are adults, and after they pass away, their skin will be requisitioned for use in finished goods When visiting the Crocodile Kingdom, visitors will travel through parts of the kingdom on a road that is flanked by numerous crocodiles that are either swimming, sunbathing, or sleeping Visitors can also engage in some other additional activities here, such as crocodile feeding and fishing To visit the Crocodile Kingdom, visitors must purchase tickets to the Suối Tiên entrance for 150,000 VND (for adults from 1.4 meters and above) and tickets to the Crocodile Kingdom for 30,000 VND in order to enter the area Another choice is that visitors can also purchase a combo package ticket for 299,000 VND (for adults 1.4 meters and above) to visit the Crocodile Kingdom, and participate in a variety of fun activities and games in Suối Tiên Figure 1: Crocodile Kingdom’s entrance lOMoARcPSD|17343589 II Design thinking Understand and Observe 1.1 Value chain analysis of reptile (including Crocodile) According to the results of the report [1], the exported products of wild animals originating from the farm are the same as those exported products of wild animals from nature Even so, the number of products exported from farms is larger than from the wild:  The reptile class is a group of wild animals from the farm that exports strongly with regular frequency and large quantities At the same time, it is also a group of wild animals from nature that has a large export volume with a regular frequency but has a decreasing tendency in recent years  Reptile class is a group of animals that are strongly imported with a regular frequency, with the main products being skins and live animals At the same time, it is also a group of wild animals of natural origin that are imported with a regular frequency The development of commercial models related to reptiles has received much attention from all parties because of its potential to generate income and create rural jobs in Vietnam.The export trade of wild animal products with many countries around the world also creates a stable foreign currency source for Vietnam, and is therefore one of the driving forces that many provinces and localities encourage businesses to invest Vietnam has issued many documents guiding the implementation of conservation management and wild animal trade since Vietnam acceded to CITES (1994) until now Policies related to wild animal management and protection not only focus on preventing unsustainable illegal hunting and trade of wild animals and plants, but also provide guidelines with more and more detail for the breeding and domestication of wild animals to become a source of goods for domestic use and export The value chain of crocodiles is a complex process that involves many different stages Breeding and raising crocodiles is the first stage, where farmers need to provide a suitable environment for the crocodiles to thrive in The next stage is harvesting and processing, where crocodiles must be harvested and processed into their respective products After this, the manufacturing stage takes place, where the crocodiles are processed into the desired products lOMoARcPSD|17343589 Following this, the marketing and selling stage begins, where the crocodiles must be marketed and sold to customers The distribution stage follows, where the crocodiles must be shipped to their respective destinations Finally, the customer service stage is important, as it involves answering customer inquiries and addressing any issues that may arise All of these stages are essential for the success of the crocodile industry 1.2 Limitations and Characteristics of Suối Tiên  Geographical distance: Visitors from the city centre will take a long time to reach Suối Tiên in Thủ Đức City Because it is a suburb and 19 km away from the centre, it causes many restrictions such as traffic jam, a lot of heavy truck traffic on the boulevard If visitors want to see crocodiles, Saigon zoo or Hoa Cà Crocodile Village in District 12 will be a better choice because it is much closer Finally, the park is located in an isolated area, making it difficult for visitors to access without their own transportation  Uneven investment: Suối Tiên is originally an amusement park combining traditional cultural - historical spiritual elements with architectural styles and entertainment genres embedded in historical images and legends about Vietnam, so the animal area like Crocodile Kingdom will not be focused on investing much But it is worth noting that the new project in 2022, Suối Tiên farm, which has many diverse activities that are always focused and constantly innovate to meet the needs of visitors While the crocodile area still has no innovations for many years  Limited area: The park is relatively small compared to other theme parks in the area, meaning that it can only accommodate a limited number of visitors at any given time Additionally, the park has limited attractions and activities, which can make it difficult to keep visitors entertained for an extended period of time The fact that the area is limited can lead to many restrictions on many activities and services that can be provided, causing many difficulties for Suối Tiên if they want to attract more customers to visit This limits the area of the Crocodile Kingdom and the possibility of investment expansion for this area An example that can be used for comparison is lOMoARcPSD|17343589 Saigon Crocodile Village (district 12) has a better opportunity thanks to having big area (8.000 m2) such as they have entertainment activities, areas selling crocodile skin products, restaurants serving food made from crocodile meat help to bring more new experiences to visitors 1.3 Customer Insight Talking about customer insights of the crocodile zone, the customers who visit here are those love nature and want to watch beautiful, attractive scenery of the wildlife They normally come here on weekends to relaxedly look at the crocodiles and engage with the thrilling crocodile fishing activities They have a high expectation to further explore the crocodile world and watch wild crocodiles only found in movies with a breath-taking thrill Moreover, they also want to learn something new about the crocodiles behaviour and contribute to the conservation of these animals 1.4 Disappointment of visitors Despite being invested quite carefully, the crocodile kingdom still disappoints visitors, as evidenced by the fact that the crocodile kingdom is quite empty of visitors Three of us arrived at Crocodile Kingdom around 4pm on Friday but the area was very secluded Besides us, there was only one other couple visiting this area As visitors, we think customer's disappointment comes from the following reasons: The decoration and design should be wilder instead of being too simple and modern The columns and tiles in the Crocodile Kingdom are painted in two shades of red and yellow, and the walkway for visitors is paved with dark ceramic tiles The crocodile's living space is simply constructed with a big lake, and the terrestrial habitat is a courtyard with orange ceramic tiles However, as visitors, we would prefer a more untamed and natural environment so that we can truly feel as though we are in the crocodile kingdom We only "see" the crocodiles as they swim, crawl, or lay down rather than experiencing their natural habitat Customers are not given a sense of adventure by the area's appearance because it does not differ significantly from other areas, whereas it ought to appear more natural and close to crocodile habitats lOMoARcPSD|17343589 Figure  Lack of interactive activities: Apart from crocodile feeding and fishing, there are no other activities available for visitors to experience more about the crocodile kingdom After purchasing a ticket, the majority of visitors are only able to observe the crocodiles in a rather boring manner as they swim, sleep, and sunbathe Additionally, the crocodiles not engage in any unique activities that would draw tourists’ attention, which lessens the appeal of the journey lOMoARcPSD|17343589 Figure As for the architectural construction of the Crocodile Kingdom, the first thing that will attract visitors is the walkway To ensure optimal safety and still have a natural style, we use imitation gravel floor tiles 40x40 with wooden fences that are equipped with a protection system with metal mesh attached to the fence In addition, they can increase aesthetics, as well as producing a rough surface that effectively prevents slipping, minimizing danger because crocodile’s area has high humidity and children often run around This makes them a great choice for busy staff as they require little to no maintenance The durability of this kind of floor tiles means that they can last for many years, even with heavy foot traffic Not only are they easy to clean and maintain, requiring minimal effort and time; but also they are a cost - effective alternative to natural stone or ceramic tiles, making them a suitable choice for those on a budget Furthermore, the versatility of imitation gravel floor tiles allows us to customize our space, giving it a unique look and feel The cost for buying floor tiles, fences, metal mesh and hiring workers is 85 millions VND 19 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 Figure 10 Once visitors have entered, the next important thing is to create an atmosphere so that visitors can feel as if they are entering a real tropical forest This can be achieved through several different methods Firstly, incorporating water features such as streams, ponds, and waterfalls near walkways help to create a more immersive experience, and provide numerous benefits, both for the animals and the visitors The presence of water can also create a calming and tranquil atmosphere, reducing noise levels and improving air quality Moreover, they make Crocodile Kingdom more inviting to visitors, providing a pleasant and enjoyable experience At the same time, they help to educate visitors about aquatic wildlife, as well as providing a place for visitors to relax and enjoy the sights or sounds of nature But they require mechanisms to maintain constant water flow like pumps and filters Natural materials such as rocks, logs can also be placed around the water flow to increase the realism of the environment The cost for installing water features is 30 millions VND 20 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 Figure 11 Additionally, using visual elements such as tropical foliage and bright colors can also be incorporated to create a more vibrant atmosphere Sound effects and music can be used to increase the attractiveness of area, to so we can use high technology to simulate natural sounds in the most realistic way In order to reduce the cost of purchasing machinery, we suggest managers should use simulator software from the website my Noise (source: https://mynoise.net/) with the price is completely free This website allows us to make, adjust the sound of the tropical forest extremely easily in just a single page, with the ability to simulate the 21 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 echo of the wind, the sound of a waterfall, the sound of rain, the sound of raindrops falling on the leaves, frogs, birdsong, cicada chirping, etc Figure 12 In order to produce the sound that creates the most authentic experience, it is indispensable to have wall-mounted speakers scattered throughout the area The Bose 251 is a 5.25 inch wall-mounted speaker that is equipped with the best resistance to environmental influences while still ensuring the performance and sound quality of the output Equipped with an extremely unique multi-chamber cabinet that minimizes the noise of the low frequency bands, so the sound will be clear and clear In addition, the mounting bracket comes with extremely high quality, so it is easier and faster to hang the speaker This kind of speaker has two colours white 22 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 and black that we can choose depending on the layout of the crocodile area The cost including installation, mounting brackets and speakers is 52 millions VND Figure 13 By using these methods, it is possible to create an atmosphere in the Crocodile Kingdom that makes visitors have an unforgettable experience In addition, the Suối Tiên manager should consider having the area open at the same time as the whole theme park; this creates flexibility for visitors Putting on entertainment shows like circuses can also give people more reasons to visit the area, even if they've already been there The animal circus performance with crocodiles is still quite strange to Vietnamese people but has become familiar to the neighboring country At a zoo in Nakhon Sawan, northern Thailand, to attract tourists, circus performers put their hands and even their heads into the giant crocodile's mouth! Usually, circus performers will hypnotize crocodiles into a state of sleep before they can put their heads or hands in their mouths It can be said that this is a thrilling performance, attractive, but also extremely risky 23 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 Figure 14 There’s no doubt that this spectacular show, when performed at the crocodile area in Suối Tiên, will attract a large number of visitors The manager of the crocodile zone at Suối Tiên Theme Park can manage to hire the circus performers from Thailand to perform here on major holidays such as National Day (September 2), Ancestral Anniversary (March 10), Liberation Day (April 30th), etc., for everyone to admire these one-of-a-kind performances The estimated cost to hire the talented performers is about 250 million VND Lastly, while most of the area should be dedicated to crocodiles, Suối Tiên managers should use every space We suggest gradually expanding and adding more service facilities, starting with a restaurant themed around crocodiles and offering crocodile-related products This will take more advantage of raising crocodiles and create more activities for visitors In the future, Suối Tiên can consider adding more service as proposed in previous parts Skilled craftsmen will handle the act of expanding the crocodile lake to build the restaurant 24 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 As diners have endless choices when deciding where to eat, the crocodile concept is surely unique and intrigues them, which is imperative to standing out from the crowd and getting butts in seats We will use an iron boat with a capacity of about 30 people to carry out the crocodile restaurant concept This boat will have a high ceiling covered by a sturdy iron cage and covered with a protective plastic tarpaulin outside to protect visitors and protect them from adverse weather factors The boat is estimated to cost about 200 million VND We are going to serve many different dishes for both kids and adults The target market of the restaurant is customers between the ages of 20 and 35 who love eating out with friends and family at cool places and want to take pictures at these locations The restaurant's mission is to help the customers enjoy delicious food and the interesting views of crocodiles surrounding them Figure 15 The restaurant will be operated on the river, so it is advisable that we choose a covered boat with the entire outside covered with protective barriers to make sure customers can enjoy their dinner safely With much consideration, we decided to choose the protective shield made of galvanized sheets from the Phat Thanh Company These barriers have many advantages, including the requirement that they meet the AS/NZS 4680 standard for galvanized products, as well as high corrosion and oxidation resistance and a service life of up to 30 years Furthermore, the cages can withstand loads ranging from 600 kg to 1200 kg, protecting the people on the boat from crocodile bites Although the price of the product is quite high compared to other products like iron or PVC, we believe 25 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 that the chosen product is more suitable for the business The estimated price for these protective shields is about 50 million VND Figure 16 In addition, the boat will be operated using two rear automatic pumps to transfer the customers around the river and come back on shore after they have finished their meals The Tomimaka boat-shaped water bump is the final product that we decided to choose Tomikama is known as a long-standing Japanese brand familiar to Vietnamese consumers thanks to its simplicity in design, optimization in the application, and extremely affordable prices As a water pump with a design that simulates a mini boat, the Tomikama boat pump can float completely on the water, minimizing the phenomenon of electric shock caused by water In addition, the Tomikama boat-type water pump has a strong and powerful motor that can pump 15 cubic meters of water per hour With a hose length of 3m with a diameter of 42mm, and the ability to push water at a minimum of 18m and up to a maximum of 25m, this genuine Japanesestandard boat pump excels in every use Last but not least, the Tomikama boat-type water pump also saves fuel With the main fuel being gasoline, the Tomikama boat pump consumes very little fuel, helping to save costs during the opening of the restaurant The price of the two water pumps are abut 15 million VND 26 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 Figure 17 Moving on to the interior of the restaurant, we decide that its name is going to be “The Crocodile's Deck," with the company’s logo illustrating a crocodile with waves surrounding it Another suggestion for the restaurant we have is that it will be decorated with crocodile themes: tables, chairs, and columns will be carved into crocodile shapes The wooden deck of the restaurant will be decorated with trees and flowers to create a forest feeling with bright crocodile eyes stalking prey, creating excitement for diners In addition, on the walls of the restaurant will be displayed images of scary crocodiles and pictures of guests Figure 18 27 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 The construction and repair process will be assigned to the House Design Company With a professional process from design, construction and close coordination between materials and the wood workshop for more than 30 years, Housedesign is always ready to turn the ideas on the drawings into reality when creating a sophisticated living space with high aesthetics that will last with time, and we believe that this is a right choice The estimated price for the boat decoration is about 100 million VND Figure 19 As we understood, all restaurant guests are expecting technology in their dining experience, and technology improves business efficiency Our business model and service model for our restaurant are mainly based on technology and quick service The customers will use an online ordering system for restaurants with menus available in both English and Vietnamese right on our website, and a minimum of 20 people is required for dinner bookings They can choose between the three options: crocodile, non-crocodile meals like below The website maintenance costs will be about 10 million VND/ month Last but not least, the cooking process will be done by a professional chef who has experience cooking crocodile meals before to make sure that the food can be done on time This step will be the most costly, ranging from 80 to 100 million VND a month The service process will go like this: The food will be prepared in advance and brought on board for guests Then the customers will be welcomed on board and be given safety instructions before starting dinner There are always two security guards on board to give instructions and protect customers from any potentially dangerous situations, and the hiring process will be handled by the manager of 28 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 Suối Tiên Theme Park and cost between 80 and 100 million VND To sum up, the budget required to open a crocodile restaurant falls between 500 million and 800 million VND Figure 20 29 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 III Conclusion Our analysis shows that, at least for the time being, customers feel that paying a minimum of 180 thousand VND to enter the Crocodile Kingdom is too much to pay for the limited experiences they get The fact that fewer and fewer people have been traveling to the Crocodile Kingdom in recent years is a clear indication of this lack of attraction We came here to experience, examine, and provide some explanations for the unattractiveness and poor visitor experience, in order to be able to maximize the potential of the Crocodile Kingdom and provide specific recommendations to improve it When coming up with ideas to enhance the Crocodile Kingdom, we used Design Thinking, which includes the steps of Understand and Observe, Synthesize, Ideate, and Prototype During the Understand and Observe step, we examined the crocodile value chain, Suối Tiên's limitations and characteristics, customer insight, and customers' dissatisfaction with their experience of the Crocodile Kingdom We noticed that products made from farmed crocodiles bring very high value and are recommended in Vietnam, so Suối Tiên created Crocodile Kingdom to take advantage of this strength However, the limitations of Suối Tiên and the activities here have not been able to maximize this value, so visitors have been let down To attract more visitors, we should find ways, and solutions to improve the Crocodile area After understanding and observing the problems in the 'Crocodile Kingdom' of Suối Tiên, we took the Synthesis step and indicated two main reasons, which were Poor Facilities and Lack of activities for visitors We move on to develop appropriate ideas to enhance the Crocodile Kingdom at Suối Tiên based on the aforementioned Synthesis In this section, we've used the SCAMPER method to generate 40 suggestions for increasing Crocodile Kingdom's attraction We have discussed in detail how to improve each of the aforementioned issues, including what materials to use, what activities to include, what equipment to equip, etc We created the ideas and solutions mentioned above by utilizing Design Thinking With these modifications, we are confident that the Crocodile Kingdom will become much more appealing and will draw more visitors from all over the nation, especially from Hồ Chí Minh 30 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 City and adjacent provinces, to experience and visit Now that the Crocodile Kingdom will provide visitors with more unique and special experiences, visitors will feel fresh and much more interested IV References [1] Phạm, T T., Trần, Y L., & Nguyễn, A T (2022) Chương 34 Khó khăn Thuận lợi việc Quản lí Chuỗi giá trị sản phẩm động vật hoang dã Việt Nam In Chuỗi giá trị thương mại ngành hàng nông lâm sản Việt Nam: Trong bối cảnh hội nhập quốc tế khủng hoảng sinh thái essay, Nhà Xuất Bản Đại Học Quốc Gia Hà Nội Pigeon, I S (2013) Background Noises • Ambient Sounds ã Relaxing Music | myNoise đ Retrieved December 27th, 2022, from https://mynoise.net/ Loa BOSE 251 Chính Hãng Giá Tốt Siêu Bền (2014, July 1th) Loa Bose 251 Hãng Giá Tốt siêu bền Retrieved December 27th, 2022, from https://hdradio.vn/loa-bose-251.html? utm_source=gg&utm_medium=cpc&utm_campaign=shopping2412&gclid= CjwKCAiA76-dBhByEiwAA0_s9V1kcb5sYH3rcyoF3ZFrvGSiEcslAGehpdFBFlVOVPiFwuwOacLLhoCVyoQAvD_BwE Trần, M (2019, April 9th) Cận cảnh diễn viên xiếc thò đầu, đặt tay vào miệng cá sấu gây chống Cơng Ty Cổ Phần VCCorp Retrieved December 27th, 2022, from https://soha.vn/can-canh-dien-vien-xiec-tho-dau-dat-tay-vao-mieng-ca-sau-gay-choang20190409121811706.htm Phạm, N (2021, March 21th) Khu Du Lịch Suối Tiên Sau Khi Nâng Cấp ZingNews.vn Retrieved December 27th, 2022, from https://zingnews.vn/khu-du-lich-suoi-tien-sau-khinang-cap-post1195410.html Nhựa Phát Thành (2021, June 26th) Lồng sắt có bánh xe PU giá rẻ, chất lượng hàng đầu Việt Nam Retrieved December 27th, 2022, from https://nhuaphatthanh.com/long-sat-co-banhxe-pu Koorana Crocodile Farm (2022, September 12th) Tours Retrieved December 27th, 2022, from https://www.koorana.com.au/tours/ 31 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 Cá Sấu Hoa Cà (2022, November 25th) Trại Cá Sấu Hoa Cà Retrieved December 27th, 2022, from https://casauhoaca.com/trai-ca-sau.htm Máy Bơm Thuyền Tomikama HLC58 (n.d.) Retrieved December 27th, 2022, from https://dienmaytoancau.com.vn/san-pham-27042/may-bom-thuyen-tomikama-hlc58/ 32 Downloaded by v? ngoc (vuchinhhp10@gmail.com) lOMoARcPSD|17343589 33 Downloaded by v? ngoc (vuchinhhp10@gmail.com)