Business Decision Making Report: Ocean World Theme Park

This assignment requires the creation of a comprehensive business report for Middle East Entertainment Ltd, assessing the feasibility of an Ocean World theme park in Dubai. The report involves collecting primary and secondary data on the leisure preferences of UAE residents using questionnaires and internet research. The collected data will be analyzed using statistical techniques such as averages, measures of dispersion, and linear regression to determine the relationship between household income and willingness to pay for park tickets. The student is expected to present findings using Excel graphs and produce a formal business report that provides recommendations for the investment decision. The report must meet specific learning outcomes related to data collection, analysis, and presentation for effective business decision-making.

Higher National Diploma - Business Management
Business Faculty
Programme Unit 6: Business Decision Making
Outcome 1: Be able to use a variety of sources for the collection of data, both primary
and secondary
Outcome 2: Understand a range of techniques to analyse data effectively for business
purposes
Outcome 3: Be able to produce information in appropriate formats for decision making
in an organisational context
Outcome 4: Be able to use software generated information to make decisions in an
organisation
Your assignment consists of two tasks for you to complete. Task 1 is scenario based and
requires you to prepare a professional report based on your market findings. Task 1 will test
L01 - L03 learning outcomes as set in Unit 6 of your programme. Task 2 will test L04 learning
outcomes and will be based on 2 stand-alone questions.
TASK 1: Scenario – Ocean World Theme Park
Submission Date: 26-12-2016
Middle East Entertainment Ltd (the‘’Company’’) is a real estate development company
investing in theme and amusement parks across the Middle East. The Company is considering
an investment opportunity to develop a large-scale open-air Ocean World type theme park in
the area of Dubai, UAE. The management of the Company seeks information on the
amusement park industry sector in the UAE in order to evaluate the investment opportunity
and make several important business decisions. The Company has appointed you as their
consultant to analyse relevant market data and information and produce a professional report
based on your findings.
The proposed Ocean World theme park will offer a variety of experiences for the residents and
tourists of the UAE, such as rides and attractions, open-air educational areas and activities for
children, evening shows and food courts. There will be more than 30 rides and attractions for
different ages of people (for juniors, the park will offer rides and activities starting from the age
of two years old). In addition, the park will host a large-size indoor oceanarium presenting an
ocean habitat with marine animals from around the globe. The park is planned to be located in
the close proximity to Dubai around 20 minutes’ drive from the center of Dubai.

Higher National Diploma - Business Management
In order to assess the commercial and financial feasibility of the project, the Company seeks
market information on the leisure needs and preferences of residents of the UAE. Also, the
Company would like to assess the level of interest in the open-air Ocean World theme park
among the residents of the UAE, the potential park traffic (or attendance) and the price an
adult visitor would be willing to pay for one-day visit ticket to the park.
(1) Your role as the consultant will involve investigating current and possibly future leisure
needs and preferences of the residents of the UAE. Your findings must be reported to the
Company.
(2) The management of the Company has also asked you to evaluate the statistical
relationship between the monthly household income and the price an average adult visitor
would be willing to pay for a one-day visit ticket to the park.
In order to meet all the learning outcomes (L01-L03) you will be required to:
I. Learning Outcome LO1: Be able to use a variety of sources for the collection of
data, both primary and secondary.
1.1- Create a plan for the collection of primary and secondary data for a given
business problem
1.2 - Present the survey methodology and sampling frame used
1.3 - Design a questionnaire for a given business problem
II. LO2: Understand a range of techniques for analysing data effectively for a business.
2.1 - Create information for decision making by summarising data using representative values
2.2 - Analyse the results to draw valid conclusions in a business context
2.3 - Analyse data using measures of dispersion to inform a given business scenario
2.4 - Explain how quartiles, percentiles and the correlation coefficient are used to draw useful
conclusions in a business context
III. LO3: Be able to produce information in appropriate formats for decision making in
an organisational context
3.1 - Produce graphs using spreadsheets and draw valid conclusions based on the information
derived
3.2 - Create trend lines in spreadsheet graphs to assist in forecasting for specified business
information
3.3 - Prepare a business report using suitable software and techniques to disseminate
information effectively
3.4 - Produce a formal business report.
Guidelines for achieving a Pass Grade for Task 1
 You will need to produce a detailed plan of how you will collect the data, justifying the
usage of primary and secondary sources. Primary data can be collected by
administering questionnaires. Data from the Internet or other published sources can be
used as examples of secondary data.
 You will need to present the survey methodology used. Discuss in your report how the
sample was selected from a population. You must survey a minimum of 10
respondents.

Higher National Diploma - Business Management
Guidelines for achieving a Pass Grade for Task 1 (continued)
 Produce a questionnaire for the investigation into the current and possibly future leisure
needs and preferences of the residents of the UAE. The questionnaire may ask 10-15
questions; you can circulate your questionnaire within or outside of the University. You
can also work on the design of the questionnaire together with a fellow student, if you
wish.
 You will need to classify, record and present your market findings appropriately.
 Using market data collected, analyse it by the use of averages (mean, median, mode)
and measures of dispersion (standard deviation, inter-quartile range).
 You are required to estimate the statistical relationship between the monthly household
income and the price an average adult visitor would be willing to pay for one-day visit
ticket to the park using a linear regression model. For this, you can use the survey
collected data. You will need to calculate and interpret the correlation coefficient,
coefficient of determination and calculate the constants “a” and ”b” for your linear
regression model.
 You will need to present your findings appropriately, using Excel spreadsheet graphs
(line, pie, bar charts and histograms), tables, scatter XY graphs.
 You will need to predict the price level for the monthly household income range outside
of your collected source data.
 You will need to produce a formal business report detailing your findings from the tasks
above to the Company.