Group Project Choose one product (goods & services), one market/segment Choose one product (goods & services), one market/segment From the perspective of a Hong Kong firm or that of a multinational From the perspective of a Hong Kong firm or that of a multinational Consist of two parts: 1) Market Research and 2) Marketing Plan Consist of two parts: 1) Market Research and 2) Marketing Plan Market Research Report: Market Research Report: –1) Macro-environment/situation analysis Political (laws, regulations, policies), economic (growth, income), socio- cultural, technological, aspects, etc.) 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 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.) Consumer/buyer behavior (income, purchase, etc.) Segments (demo-psychographics, usage) Segments (demo-psychographics, usage) Competition (local and foreign), location Competition (local and foreign), location Growth trend, segments, demand and forecast Growth trend, segments, demand and forecast Summary of entry prospect 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) 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 –Entry location, mode, size –Target market (final users and/channel members) –Brand positioning strategies –Marketing objectives, and goals –Marketing mix strategies Products and brands Products and brands Channels, both direct and indirect Channels, both direct and indirect Promotion: ads, pr, sales promo, direct marketing Promotion: ads, pr, sales promo, direct marketing Pricing: price list Pricing: price list –Implementation with timetable and plan of operations Specific decision and activities to implement the above 4Ps Specific decision and activities to implement the above 4Ps Over the course of entry period: say 6 months 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. You may follow the group project evaluation form as the guidelines and a checklist.

Examples of Topics Selling Australian Beef to Chinese Consumers Selling Australian Beef to Chinese Consumers Setting up a diving club in Shanghai 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) 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 clean energy sources in China Promote crisis management and PR services to multinational clients Promote crisis management and PR services to multinational clients Set up a NBA franchise in China Set up a NBA franchise in China