1 / 3

Group Project

Group Project. Choose one product (goods & services), one market/segment From the perspective of a Hong Kong firm or that of a multinational Consist of two parts: 1) Market Research and 2) Marketing Plan Market Research Report: 1) Macro-environment/situation analysis

hunter
Download Presentation

Group Project

An Image/Link below is provided (as is) to download presentation Download Policy: Content on the Website is provided to you AS IS for your information and personal use and may not be sold / licensed / shared on other websites without getting consent from its author. Content is provided to you AS IS for your information and personal use only. Download presentation by click this link. While downloading, if for some reason you are not able to download a presentation, the publisher may have deleted the file from their server. During download, if you can't get a presentation, the file might be deleted by the publisher.

E N D

Presentation Transcript

  1. Group Project • Choose one product (goods & services), one market/segment • From the perspective of a Hong Kong firm or that of a multinational • Consist of two parts: 1) Market Research and 2) Marketing Plan • Market Research Report: • 1) Macro-environment/situation analysis • Political (laws, regulations, policies), economic (growth, income), socio-cultural, technological, aspects, etc.) • Some would do a pest analysis (political, econ., social, tech), SWOT analysis, and using the Michael Porter’s framework of five forces. It is your decision • 2) Micro-environmental analysis: • Consumer/buyer behavior (income, purchase, etc.) • Segments (demo-psychographics, usage) • Competition (local and foreign), location • Growth trend, segments, demand and forecast • Summary of entry prospect • These analyses should lead to your decisions in the next section on marketing strategies and planning (mode, size, location, and 4Ps)

  2. Marketing plan and strategies • Entry location, mode, size • Target market (final users and/channel members) • Brand positioning strategies • Marketing objectives, and goals • Marketing mix strategies • Products and brands • Channels, both direct and indirect • Promotion: ads, pr, sales promo, direct marketing • Pricing: price list • Implementation with timetable and plan of operations • Specific decision and activities to implement the above 4Ps • Over the course of entry period: say 6 months • Contingency plan: alternatives if plan fails or does not do well • Financial forecast/profit/loss statement for 6mos to 1 year • Limited to 30 double-spaced pages (excluding appendices) • You may follow the group project evaluation form as the guidelines and a checklist.

  3. Examples of Topics • Selling Australian Beef to Chinese Consumers • Setting up a diving club in Shanghai • Fund-raising for a social enterprise in China (raise fund to educate school-age girls in the country/city) • Promote clean energy sources in China • Promote crisis management and PR services to multinational clients • Set up a NBA franchise in China

More Related