'Detavio'
Need: We see our client as having two needs - 1) (according to our focus group) As Korea is becoming more and more modern there is an increasing desire amongst Koreans to remember, pass on, and learn about the older, more traditional Korean values/ways of life and 2) our client intends to create a community that is 90% international (non-Korean), as a result, there is a need to teach these new residents about the Korean culture they will be living in.
The market opportunity for Need #1 is the Korean population. As of now, Koreans travel across Korea to learn about region-specific older traditions, we propose SongDo as a one-stop shop for all Koreans.
The market opportunity for Need #2 is the number of non-locals who travel to Korea.
Approach Our approach is three-pronged. First, we want to design the current proposed cultural center so that it helps learners learn about the both the current and older, more traditional Korean ways of life (cross-regionally). Second, we want to design artificacts around the city (plaques, signs, statues, ec) that help people learn about Korean culture-old and new. And lastly, we hope to design a scavenger hunt (hosted on the internet, sent to pdas/cell phones/etc) that will guide people around the city, viewing the artifacts, and creating interests amongst people to visit the cultural center.
Benefits The benefits to our client our as followed: 1) a more accepting Korean population who appreciative of the economics of the new city, in addition to the spreading of its culture to the world, 2) outsiders (non-locals) who are more interested in the place in which they consume 3) a positive reputation for being the vehicle to pass on Korean culture to both Koreans and non-Koreans, 4)more traffic in their city as people come to SongDo to learn more about Korean culture and 5) a strong sense of community
Competition Our competition are other Korean cities that Koreans and non-Koreans could visit to learn about Korean culture. Our key competitive advantage to other places like Seoul and smaller Korean cities is that right now, there is no place to learn about all of Korean culture. Korean culture is now segmented by Region and Time (Old vs. New). Our product will be a one stop shop for anyone who wants to learn about all of Korean culture; the only other way is to meet w/ older people (difficult for the average person to do and older people may not know traditions that are 500 years old), read older books (boring, hard to do, limited by language if there is only a Korean version), or travel to many locations (expensive and time consuming)