by Kwan Chun Sing, Johnson, Ting Wai Fan. / Thesis (M.B.A.)--Chinese University of Hong Kong, 1995. / Includes bibliographical references (leaves 76-77). / ABSTRACT --- p.iii / TABLE OF CONTENTS --- p.iv / LIST OF TABLES --- p.vii / LIST OF EXHIBITS --- p.ix / ACKNOWLEDGEMENT --- p.x / Chapter / Chapter I. --- INTRODUCTION --- p.1 / Purpose --- p.1 / Scope --- p.2 / Chapter II. --- METHODOLOGY --- p.4 / Exploratory Research --- p.4 / Results of Exploratory Research --- p.4 / The First Primary Research --- p.5 / Design of Questionnaire --- p.6 / Data Collection Method --- p.7 / Sampling --- p.7 / Interpretation and Analysis --- p.7 / The Second Primary Research --- p.9 / Design of Questionnaire --- p.12 / Data Collection Method --- p.12 / Sampling --- p.12 / Analysis and Interpretation --- p.12 / Limitation --- p.13 / Chapter III. --- IMPLEMENTATION --- p.14 / Chapter IV. --- MISSION --- p.15 / OBJECTIVES --- p.15 / Chapter V. --- PRODUCTS / SERVICES --- p.16 / Product Nature --- p.16 / For Children --- p.16 / For Family --- p.17 / For Parents --- p.18 / Chapter VI. --- DEVELOPMENT PLAN --- p.21 / Current Stage of Development --- p.22 / Chapter VII --- MARKET AND MARKETING STRATEGIES --- p.24 / Definition of Market --- p.24 / Market Potential --- p.24 / Competitive Analysis --- p.27 / Direct Competitors --- p.27 / Indirect Competitors --- p.28 / Private Housing Estates' Residence Club --- p.28 / Country Club --- p.29 / Hotel --- p.30 / Private Institution --- p.30 / Urban Council's Sports and Recreational Committee --- p.30 / Marketing Strategies --- p.31 / Product Positioning --- p.31 / Distribution Strategy --- p.31 / Pricing Strategy --- p.34 / Annual Membership Fee --- p.35 / Activity Fee --- p.35 / Rental Income --- p.35 / Promotion Strategy --- p.37 / Club Image --- p.37 / Target Customers --- p.37 / Chapter VIII. --- ORGANIZATIONAL STRUCTURE --- p.39 / Account & Finance Department --- p.40 / Sales and Marketing Department --- p.40 / Administration / Operations & Human Resources Department --- p.40 / Customer Services Department --- p.41 / Personnel Needs --- p.41 / Chapter IX. --- OPERATIONAL PLAN --- p.42 / Opening Hours --- p.42 / Membership Card --- p.42 / Fee Charge Procedure --- p.42 / Chapter X. --- FINANCIAL PLAN --- p.43 / Projected Income Statement --- p.44 / Projected Cash Flow Statement --- p.46 / Projected Balance Sheet --- p.48 / Revenue Versus Expense --- p.52 / Revenue Side --- p.52 / Annual Membership Fees Calculation --- p.52 / Activities Fees --- p.53 / Rental Incomes --- p.55 / Expense Side --- p.56 / Depreciation Expense --- p.56 / Operating Expense --- p.57 / APPENDIX --- p.65 / BIBLIOGRAPHY --- p.76