Download Marketing Portfolio - Mihaylo College of Business and Economics

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
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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
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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
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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.
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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.
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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.
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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.
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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.
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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.
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