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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

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Group Project

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  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

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