BUS2205 MARKETING MANAGEMENT

Summer Semester of 2021-22

GROUP PROJECT GUIDE

INTRODUCTION

The project is intended to give students a real-life experience of how marketing plans are
developed. Students will work in groups of 4 to 6 students.

Each student group will act as Marketing Consultants advising a company about the best way
to introduce the client’s ‘foreign’ product to the Hong Kong market. You must prepare a
marketing plan for the product introduction including the objectives, target segment,
positioning, and the marketing mix that should be used. Each student team will prepare and
present a PowerPoint presentation of their work, which may include a 30-second video
advertisement or poster advertisement. The presentation should be a maximum of 25 minutes
in length (including advertisement video), all group members should speak. Exceeding time
limit will lead to penalty on marks.

Students will be given a product that is sold overseas but not presently in Hong Kong. They
will need to gather information about the marketing of the product in its home or other
markets and then start working on a marketing plan for that product in Hong Kong. They will
decide on what target segment(s) to go after and select a best ‘position’ for the product in
Hong Kong (which could be the same position as the firm uses in their home country or
different). Once this has been done, students will develop a marketing plan for the product
launch in Hong Kong including ideas on each of the ‘four P’s’: how the product may need to
be adapted for the Hong Kong, where the product should be distributed, what promotion
methods should be used (you may consider: develop a display poster for the product and a 30
second TV advertisement), and what pricing strategy they advise to use.

ASSESSMENT AND LEARNING OUTCOMES

The primary objective of this project is to let students apply their strategic marketing planning
process learning with a real business case. The group project will provide assessment against the
following learning objectives:
 To apply the concepts and theories learnt to marketing situations and make appropriate
decisions using a strategic marketing perspective (LO1)
 To broaden their managerial perspective of marketing from a business enterprise’s point
of view (LO2)
 To improve their analytical skills and be able to think critically and creatively (LO3)
 To make oral presentations with good communication skills such as using appropriate
vocabulary, visual aids, etc. (LO5)
This project aims to develop your critical thinking, creativity and communication skills.
You need to critically assess the product’s potential in Hong Kong and which market
segment it might appeal to. You need to be creative both in terms of coming up with a
position for the product and in developing a marketing plan and you then need to
communicate your ideas clearly and prepare and make a final presentation of your ideas.

1
The group project contributes 20% of your total assessment. Rubrics for effective
presentation are as attached (Appendix 1). Peer evaluation will be conducted, and free riders
are expected to receive grade penalties (Appendix 2). All students are expected to attend all
presentation meetings.

REQUIREMENTS

Prepare a PowerPoint presentation of the marketing plan that you have for the product in
Hong Kong. You should acknowledge the initial marketing objectives, explain the reasons for
the choice of target segment and the position that you have proposed, and then identify the
proposed marketing mix to be employed in Hong Kong. Show your recommendations for
adaptations to the product that you propose, the channels and retailers that you suggest, the
promotional methods that you propose, and the pricing that should be used.

Although you may not necessarily advise use of TV/Print advertising, you may prepare a 30-
second video ad or poster advertisement for the product to be used in Hong Kong (please use
English or add English subtitles, professional quality is not expected).

Please pay close attention to the University’s policies on plagiarism. All work completed
should be either ORIGINAL or CLEARLY REFERENCED.

Key questions to be addressed by the presentation are:

1. What is the product offering?
2. Who are we targeting at? Please describe.
3. What is the consumer product positioning?
4. Who are our competitors?
5. Is there something unique or distinctive about the product or service that separates it from
substitutes and competitors in Hong Kong?
6. Is there a clear market for the product or service?
7. What are the reasons that you can use to support your proposal based on situation analysis
with SWOT?
8. How to introduce it to Hong Kong in terms of a 4Ps marketing plan? It should cover
specific objective and strategies with 4Ps.

The exact presentation schedule will be announced in due course.

Tips for the Presentation:

You are encouraged to use the pyramid principle for persuasive communication. You can find
an introduction of the approach from this hotlink:

Understand how to use the pyramid principle for persuasive presentations

https://www.youtube.com/watch?v=A6Dt3N7DAtQ&ab_channel=EricHulbert

2
DUE DATE

ONE member of each group submits both your PowerPoint file to be used in your
presentation and your video ad via email (if the ad is too large then host it on Youtube or
upload at One Drive and share the link to the instructor) prior to the first day of the
presentation. The specific deadline for submission will be announced later. The tentative
dates for presentation are specified in course outline.

CHOICES OF PRODUCTS FOR THIS SEMESTER

You have choice of three assigned products. These are:
1) Bath Crayons
2) Electric Cloth Cutter
3) Carbon Monoxide Alarm

You are encouraged to collect information on your project topic as you see fit. As a starting
point, the following is a list of sources that you may use:

Bath Crayons https://www.munchkin.com/bath-crayons-

5pk.html

Electric Cloth Cutter https://www.vevor.com/cloth-cutting-

machine-c_11157/electric-cloth-cutter-4-
fabric-leather-cutting-machine-round-
scissors-rotary-p_010740194069

Carbon Monoxide Alarm https://www.kidde.com/home-safety/en/us/

products/fire-safety/co-alarms/kn-copp-3/

Please confirm your group information and choice of product with the instructor by
submitting a group information sheet (Appendix 3) on or before 7 June 2022.

3

Assessment
Criteria
Ability to identify the
market opportunities, define
the target market, and
market positioning
Ability to develop the
marketing mix to achieve
the marketing objectives and
to meet the needs and wants
of the target consumers
Ability to show how the
marketing mix could
differentiate the product(s)
from competitors
Presentation Effectiveness
Total
Appendix 1
Assessment Rubric for Group Project
Mastering
Weight (8 – 10 marks)
30%  Able to identify market
opportunities (with
justifications) and clearly
define target market
 Develop market
positioning
30%  Able to develop a
marketing mix to meet
the needs and wants of
the target consumers
 Able to develop cohesive
marketing mix to create
synergy
 The marketing mix is
relevant to achieve the
marketing objective
20%  The positioning strategy
could differentiate the
product(s) from
competitors
 Relevant marketing mix
to achieve market
positioning
20%  Fluent and logical
sequence without reading
the script
 Clarity of explanation
 Good eye contact
 Speak clearly and loudly
for the audience to hear
 Use appropriate language
 Good visual aids
 Good coordination
among team members
 Finish on time
100% Total Marks = (Marks obtained for each criterion) x (weight for
each criterion)
Developing Emerging
(5 – 7 marks) (0 – 4 marks)
 Able to identify market  Only able to identify
opportunities and target market opportunities
market, and provide and target market, but
partially relevant unable to provide
justifications relevant justifications
 Only show partial  Unable to show
positioning relevant positioning
 Only able to develop a  The marketing mix is
partially relevant not relevant to meet the
marketing mix to meet needs and wants
the needs and wants  The marketing mix
 Only able to develop a could not meet the
partially cohesive marketing objectives
marketing mix
 The marketing mix
could only meet some
marketing objectives
 The market positioning  The market positioning
is not too distinct from could not differentiate
competitors from competitors and
 The marketing mix is the marketing mix
only partially relevant could not achieve the
to the market market position
positioning
 The presentation flow  The presentation flow
is not too smooth is not fluent and
 Some members could smooth
not avoid reading the  Most members read the
scripts script with weak voices
 Explanation sometimes  Inappropriate use of
confused languages
 Little eye contact  Little visual aids
 Some members could  Weak coordination
not speak among members
professionally  Could not finish on
 Fair use of visual aids time
 Acceptable
coordination among
members
 Finish on time
4
 Appendix 2
BUS2205 Marketing Management - Final Project
PEER EVALUATION FORM

Now please evaluate your peers according to his/her contributions to the group assignment on
the following 11-point scale.

Your Name: ____________________________________

How satisfied are you with this group member’s contribution to the project? Please don’t
assess yourself. (Circle one number in each row)

Group Name: Very dissatisfied Very satisfied

member

1 0 1 2 3 4 5 6 7 8 9 10

2 0 1 2 3 4 5 6 7 8 9 10

3 0 1 2 3 4 5 6 7 8 9 10

4 0 1 2 3 4 5 6 7 8 9 10

5 0 1 2 3 4 5 6 7 8 9 10

6 0 1 2 3 4 5 6 7 8 9 10

Please provide any comments on your peers’ performance and involvement on this final
project.

5
 Appendix 3
BUS2205 – Marketing Management (Summer Term of 2021-22)
Group Project Information Sheet

Group Member List:

Student Name & ID Faculty/Major

1.

2.

3.

4.

5.

6.

Please tick your choice of the product:

r Bath Crayons
r Electric Cloth Cutter
r Carbon Monoxide Alarm