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Group Project
• Choose one product (goods & services), one
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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), sociocultural, 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)
Marketing plan and strategies
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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.
Examples of Topics
• Selling Australian Beef to Chinese Consumers
• Setting up a diving club in Shanghai
• Fund-raising for a social enterprise in China
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(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