Submitted by: Adarsh Kottukkal Akash Patrekar Ishan Naik Ankeet Kantak Gayatri Naik Shruti Vashist

Trace the evolution of the theme park and the changes Mr. Her has already made. What is your assessment of them?
Farmland opened in 1967, 1st amusement park in South

Korea Initial attractions: agricultural centre, Wild Safari, Rose festival, Sled Slope, motor park Mr Her focused on improving Farmlands customer satisfaction and expanding Farmland

Changes made by Mr Her

Initiated a move from a combination pricing structure

to a single system Designed a master plan which included a water park, Global fun fair and safari tour Changed name from Farmland to Everland To improve service quality, Mr. Her devised a 5 point service quality Assembled a task force of 30 managers to develop guidelines on service quality Documented and used VOC

Changes made by Mr Her (Contd..)

Developed a culture of cleanliness
Established a service academy in 1993; charged with

the responsibility of creating standards and assisting the organization to achieve the standards through continuous training and assessment Quality effort centered around recruitment, education, retraining and performance management Shopping and restaurants brought under management control Instituted an employee award program

Assessment of changes
Since this is a service business, service initiative was

for the best However along with service level, continuous innovation in product offerings is also critical in this business Also, a continuous service quality improvement plan should have been formulated To improve employee satisfaction, rewards and incentives should be in line with what motivates the employees

Plan to proceed towards world class performance

We suggest the use of the 5 gap model of service quality

Each gap in the customer experience can be closed through

diligent attention from management

Plan to proceed towards world class performance (Contd..)

Proper segmentation of customer groups
A market research should be conducted to understand

the VOC worldwide and for specific customer group Involve satisfied and unsatisfied customers in improvement plans Benchmark Everland with worlds best theme parks Extensive marketing and promotions of Everland Continuous improvement plan

Plan to proceed towards world class performance (Contd..)

Have transportation services provided for customers to

tackle the problem of accessibility & parking Take initiatives to preserve the surrounding environment Conduct a survey among employees to understand their needs and satisfaction Implement reward systems based on employee surveys

Is world-class performance a desirable goal for Samsung Everland? Will it provide a sustainable competitive advantage?
.

Samsung Everland is a service industry.

Their business involves around providing their

customers a good / relaxing experience during their visit. People visiting the theme park will compare the services offered by Everland with other theme parks which theyve visited, not only around the country, but around the world.

 Competitors like Lotte scored higher on the mystery

shopping index. Hence to make increase the inflow as well as frequency of visits, Everland has to match up to the standards set by theme parks around the world. There are other operational issues to deal with too e.g.accessibility, parking problems etc. But problems like accessibility are out of Samsungs jurisdiction.