Bus10311 Marketing Group Project Marketing Plan

BUS10311 Marketing

GROUP PROJECT MARKETING PLAN

(APRIL 2014)

Tutorial Group No.: ______TD2_________

Tutor’s name: _Dr. Dimple Mirpuri_______

Date of submission: _____21st April, 2014______(Week__13__)

Number of words: _________1299____________

Presentation group No. : ____TD2________

Presentation topic :___ New (B2C) Mobile Application Proposal______

Presenter’s name :

1. _Lau Tsz Kwan______ (Stud. ID. 53607665 )

2. _Yung Ting Ting_____ (Stud. ID. 53608190 )

3. _Yeung Pik Yiu______ (Stud. ID. 53606750 )

4. _Man Chung Yan_____(Stud. ID. 53607500 )

CONTENTS

1. Introduction……………………………………………….....P.3 (Gabriel Man)

1. Macro-environment analysis for the Hong Kong market

1. Opportunity…………………………………………P.3 (Gabriel Man)
2. Threat……………………………………………….P.3 (Gabriel Man)

1. Chosen segment market and positioning

1. Segmentation…………………………………...P.4 (Peggy Yeung)
2. Positioning and differentiation…………………P.4 (Charmaine Yung)

1. Specific consumer behavior of the chosen segment……………………………………………….. P.5 (Angel Lau)

1. The Product, Price, Place and Promotion strategy you will plan to attract this segment market

1. Product…………………………………………P.5 (Charmaine Yung)
2. Price…………………………………………....P.6 (Peggy Yeung)
3. Place……………………………………………P.6 (Gabriel Man)
4. Promotion………………………………………P.6 (Angel Lau)

1. Appendix…………………………………………………………..P. 7-17

1. Reference…………………………………………………………..P.18

Introduction

The company is a new business and produces a new mobile application in the Hong Kong market. The company plans the marketing strategy by including the macro-environmental analysis for the Hong Kong market, analysis the segment market, position and the customer behavior of the chosen segment. Finally, implement the product, price, place, and promotion strategy. After the analysis, the new mobile application called ‘Travel Instant’ is produced.

Macro-Environment Analysis for the Hong Kong Market^[1]