Marketing and Culture - Final Project Requirement Marketing and Culture - Final Project Requirement ● Explore and design relevant business and marketing plan for a specific/selected cultural segments...

Marketing and Culture - Final Project Requirement
Marketing and Culture - Final Project Requirement
● Explore and design relevant business and marketing plan for a specific/selected cultural
segments (music, books, art, films, broadcasting);
● Choose a company that we have not explored in the class;
● 5000 words (Appendix and diagram does not count);
Objective
1. Understand marketing models
2. Apply knowledge into your research and analysis
3. Combine your marketing knowledge with basic finance concept
Word Allocation
● Part A (500 words)
1. Background of the company- why is it relating to culture?
2. What is its major competitor?
3. What is the leading company in its field?
4. What are its major products, services, and recent development?
● Part B (2500 words)
1. Market Analysis and diagnosis SWOT, SOAR or PESTEL (500 words)
2. Consumer and Corporate market perspectives (1500 words)
3. Value propositions, deliver and manage values (500 words)
● Part C (2000 words)
1. Financially, how would you comment on its business models?
○ You should employ five of the following metrics to discuss your company's
business, including profitability, return on equity, return on capital, free cash flow,
payback period, current ratio, cash ratio, gearing ratio, P/E, P/B, SOTP and
discounted cash flow. All the models we have learnt including gross margin
trends, roe could be used to describe the pricing power and the reason for
high/low valuations of the company.
2. Summary
**When doing peer comparison, one of the similarities is on geographical location. If the
business you target to study has 80% revenue coming from mainland China, the close
comparison should be one that obtains revenue from China around 80% as well.
Assessment
● Content (70%)
● Consistency, ability to critically assess the target company (10%)
● Language, presentation, organization (10%)
● Aesthetics, punctuality (10%)
Submission
5 May 2020 (Wed; on/before 23:59)
Notes
Measurement of Business Value
● Price-to-earning
● Source:
Yahoo! Finance/Google Finance/Morningstar/Factiva…
(If unlisted, find a similar company, rationalize why it is similar to the company you
select, and discuss its valuation e.g. PE)
P/B, P/Op. Cashflow, EV/EBITA, free cash flow yield, P/EV
Easy Benchmark
● For Price-to-earning
● >30 expensive
● <10 cheap
● 10-20 moderate
● Absolute (as a standalone metric, as above)
● Relative (with peer)
PE as a Benchmark
May 06, 2021

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