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Marketing Portfolio Bryan Huang Month/Day/Year Table of Contents Cover Letter ................................................................................................................................................3 Resume ........................................................................................................................................................4 Executive Summaries Strategic Marketing (The REMM Group) ............................................................................................5 Services Marketing (Orange County Parks) .........................................................................................7 Internet Marketing (Eco Buds, Inc.)......................................................................................................9 2 BRYAN HUANG [Home address street number and name], [City], [St], [Zip code] [Phone number] [E-mail address] [MONTH DAY, YEAR] [NAME] [TITLE] [COMPANY NAME] [ADDRESS] Dear Sir or Madam: I wish to schedule an interview to discuss your interesting job posting for a [JOB TITLE], which I found listed [SOURCE]. After reading the requirements of the job, I am confident that my qualifications and skills match your specifications. I recently obtained my Bachelor of Arts in Business Administration with an emphasis in Marketing from the Mihaylo College of Business and Economics at California State University, Fullerton. As a marketing professional, I am passionate about every aspect of marketing from researching the competitive environment to promoting product and service offerings. In my marketing-focused degree coursework, I developed marketing plans for companies and organizations, such as The REMM Group and Orange County Parks. In addition, my work experience at Winpak Manufacturing has developed my skills related to managing small and mid-sized companies’ operations, including how to achieve a competitive advantage in the promotional products industry. Furthermore, my internship at Nickelodeon Kids and Family Virtual Worlds Group gave me real world experience in researching and analyzing the competitive gaming business landscape. Through my study abroad experiences, including the Business Europe Study Tour (BEST) program— studying with BMW and the World Trade Center in Lille, France—and completing an internship at a textile manufacturing company in Taiwan, I have gained a valuable understanding of global business operations and environments. I continue to be involved with Delta Sigma Pi, a professional business fraternity at CSU, Fullerton where I have demonstrated leadership, management, and organizational skills in two key elected positions: Vice President of Chapter Operations and Vice President of Scholarships and Awards. Moreover, I am also an active member in the community through my volunteer outreach to CHOC Walk, OC Adopt a Park, and local soup kitchens. Thank you for taking the time to review my enclosed resume. I look forward to meeting with you to discuss my background and qualifications further. Best regards, Bryan Huang Enclosures 3 BRYAN HUANG [Home address street number and name], [City], [St], [Zip code] [Phone number] [E-mail address] OBJECTIVE To achieve the company’s strategic marketing goals by applying my experience in market research and analysis, as well as my critical thinking and problem solving skills. EDUCATION California State University, Fullerton – Mihaylo College of Business and Economics Bachelor of Arts in Business Administration May 2009 Concentration: Marketing Marketing Honors Networking Program by faculty invitation, Fall 2007 – Spring 2009 Business Europe Study Tour (BEST) Study Abroad Program, Summer 2008 ‘Fit for the World of Work’ Program Certification sponsored by Bank of America and awarded by the Mihaylo College of Business and Economics, Fall 2006 Significant Course Projects: Strategic Marketing – Developed and presented a comprehensive marketing plan for The REMM Group, a property management company, to support efforts to increase the amount of Chinese investors in U.S. industrial and residential real estate projects. Services Marketing – Conducted a service quality audit for Orange County Parks and provided recommendations to improve level of customer satisfaction, increase park visitation, and the efficiency of their online reservation system. Internet Marketing – Created an online eco-friendly baby products business called Eco Buds, Inc. and implemented various e-marketing strategies including search engine optimization, pay-per-click ads, affiliate marketing, email marketing, social media marketing, and Google Analytics. SPECIAL SKILLS Software/Applications: Adobe Dreamweaver, Adobe Photoshop, HTML, comScore Media Metrix, MS Office Near-native fluency: Mandarin (Chinese) and Taiwanese Low-intermediate fluency: Japanese WORK EXPERIENCE Winpak Manufacturing, Fountain Valley, CA Manufacturer and wholesaler of promotional and advertising specialty products. Administrative Assistant 4/06 to present Record and manage corporate sales transaction spreadsheets and files Organize and maintain website product descriptions and warehouse product sample inventory Assist with catalog editing and price list development Promote corporate merchandise and respond to customer inquiries at trade shows Nickelodeon Kids & Family Virtual Worlds Group, Glendale, CA Online gaming division that manages and develops virtual worlds such as Neopets.com. Premium Businesses Intern 1/09 to 5/09 Researched and analyzed competitive landscape and provided recommendations for growth Diagramed process flow and created mock-ups for new web page launches Consolidated and categorized virtual items and scheduled releases of new virtual items Supported product development and examined product functionality Collected statistical data and developed promotional campaign event summary PowerPoint templates ACTIVITIES Delta Sigma Pi Professional Business Fraternity Spring 2007 - Present CSUF Chapter Positions held: Vice President of Chapter Operations, Spring 2008 Vice President of Scholarship and Awards, Fall 2007 4 Building International Relations Through Real Estate Strategic Marketing Project for REMM and the EB-5 Program Description and Goals of Assignment The REMM Group specializes in real estate investment and management of shopping centers, office, industrial and residential projects. In recent times, REMM made an agreement to work with the South Carolina regional centers, in the EB-5 Program. The EB-5 program appears to provide one of the most flexible paths to a green card based on a US investment. The EB-5 visa does not require the applicant to manage the day-to-day affairs of a business. One may invest in an existing business, or a new business. More than one person may invest in the same business and finally, the EB-5 investor may be a partial owner of the business. REMM’s role in the EB-5 program is to introduce Chinese investors to the program and convince them about the benefits of investing in the South Carolina regional center. A major strength for REMM is the already strong strategic relationships overseas, China in particular. Moreover, in May of 2007, South Carolina signed a Memorandum of Understanding (MOU) with the Chinese government to establish and designate South Carolina as a preferred U.S. location for Chinese businesses to operate and identified areas for enhanced cooperation between the two. This is a great opportunity for REMM to emphasize their mutual relationships and expand their connections in China. The primary goal for The REMM Group is to maintain an ongoing relationship with the investors and eventually, encourage them to invest in REMM’s local projects in California. This could be achieved once REMM accomplishes their goals in the EB-5 program and helps the foreign investors reach their goals of establishing residency in the U.S. Once investors are aware of the opportunity the EB-5 program presents, the program will sell itself. Methodology, Findings and Recommendations Based on the evaluations (SWOT, Porter’s Five Forces, 7 P’s of services marketing, GAP analysis, and Financial analysis) that were performed during the research of this program, we have concluded that REMM group should perform and improve in the following areas: • Relationship Marketing - REMM has already established many successful relationships in China, which is the single most important step in doing business in China. Consequently, our recommendation will be to continue to expand the seminar presentations and emphasize the benefits of investing in South Carolina. Accordingly, after the completion of the EB-5 program, REMM will potentially be offering a new investment opportunity for their former clients, reaffirming that their relationship is long term, which is essential in the Chinese business world. • Enhance Virtual Servicescape - based on the survey conducted by our group, the results indicated the internet as being one of the main sources of informing potential investors of the EB-5 program. As a result, we recommended a few changes to their website to make it more appealing for current and prospective investors. 5 Personal Reflections and Contribution My responsibilities for the project included researching and analyzing regional centers, implementing services marketing concepts, and assisted in formulating recommendations. Moreover, I helped edit the entire marketing plan and made sure the content in each section tied together. 6 Barefoot in the Park Service Quality Audit and Marketing Program Project for the OC Parks Description and Goals of Project Orange County Parks is a government agency that manages parks and various facilities throughout Orange County. They are currently facing issues of understanding their customers and therefore are unable to deliver customer focused quality service. This creates gaps between the customer’s expectations and perceptions, customer expectations of service and the companies understanding of those expectations, the companies understanding of customer expectations and development of customer-driven service designs and standards, development of customer-driven service standards and actual service performance by company employees, and service delivery and the service provider’s external communications. The purpose of the project is 3-fold: 1. To improve the usability, efficiency, and cost-effectiveness of the reservation system for both the organization and its customers 2. To detect and address operational problems and miscommunications that may degrade the reservation-making experience and cause service quality gaps 3. To identify the most valuable qualities of a reservation system provider Methodology Primary and secondary research was conducted on customer expectations, the reservation process, and internal communications and operations of the organization to identify potential areas of improvement. Research methods include a SERVQUAL survey, customer, administrative staff, and front line employee interviews, and mystery shopping. Our recommendations were determined based off our analysis of research findings. Findings and Recommendations It is important for OC Parks to integrate customer-focused service across the firm. Customer focus should be developed into current and future strategies. The concepts and recommendations provided focuses on long-term relationship building and customer loyalty, as opposed to a short-term transaction focus. The recommendations presented (see below) will guide OC Parks to improve the usability, efficiency, and cost-effectiveness of the reservation system for both the organization and its customers, detect and address operational problems and miscommunications that may degrade the reservation-making experience and cause service quality gaps, and identify the most valuable qualities of a reservation system provider. 1. Improve website and online reservation process by implementing a consistent color scheme throughout the website and reducing the amount of steps needed to make a reservation. 2. Create a customer database, which can be used as a tool to deliver news and information to customers and to build stronger relationships with the customer. 3. Create a complaint database that will record customer complaints in order to improve OC Park’s service quality. 7 4. Increase internal communication in order to resolve issues faster and improve operational efficiency. 5. Adapt new phone reservation system that will allow the various park offices to handle reservations rather than outsourcing them to third parties. Personal Reflections and Contribution My responsibilities in this project included conducting interviews with administrative staff, applying various service marketing concepts such as the Gaps model and the 7 P’s, and developing recommendations. 8 A Baby Step for Man Internet Marketing Project to Investigate Market for Eco-friendly Baby Products Description and Goals of Assignment The goal of this project was to launch a new e-commerce business and develop a marketing plan for the business. The name of our company that we created was called Eco Buds, Inc., and the industry that we planned to pursue was eco-friendly baby products. Our product line focuses on providing parents with sustainable green baby clothes and accessories that provide an outlet to help them reduce their baby's carbon footprint. Our primary product focus is unique fashionable goods that provide a high level of utility that are also good for our environment. The products are geared towards newborn babies to pre-school aged children, thereby targeting eco-conscious parents desiring high quality products for their children. We believe that by combining high quality, multifunctional products with our green initiative, topped with superior customer service, will provide a competitive edge over our competitors. Methodology, Findings and Recommendations The project tasks are divided into five sections: logistics, customer service, marketing communication, website design, and industry and competitive research. 1. Logistics - After identifying our business, we had to research methods of procuring eco-friendly baby products and find a company that could manufacture the products within our budget. We then calculated the amount of products we needed to order and the cost to store them. For the website, we implemented Google Checkout as a method to process orders and chose FedEx as our shipping agent. Because we are an eco-friendly company, we used recyclable material to package all our products. 2. Customer Service - In order to create trust among our customers, we developed a 30-day money back guarantee and used VeriSign’s secure socket layer technology to protect our customer’s personal information. We also planned to create a customer database to record all transactions and customer complaints, which will help improve our quality of service, increase operational efficiency, and improve customer satisfaction. Our website also has a FAQ section and has various contact information ranging from emails to phone numbers, which will reinforce trust with our customers. 3. Marketing Communication - We implemented various Internet marketing strategies to create brand awareness. The strategies included were pay-per-click ads, affiliate marketing, email marketing, social media marketing, and tracking through Google Analytics. 4. Website Design - The website was designed to utilize many web 2.0 elements as a method to engage and connect with our customers. The website layout and eco-friendly baby products theme was used to appeal and attract consumers in our target market. 5. Industry and Competitive Research - In this section, we researched industry trends and the market for eco-friendly baby products. We then analyzed competitor product offerings and marketing strategies. Finally, we performed a SWOT analysis for our company. 9 Personal Reflections and Contribution My responsibilities in this project included creating a guarantee policy, developing a service recovery plan, improving service quality by building relationships, and establishing an FAQ page. In addition, I assisted the group with competitive research and the development of external communication strategies. 10