Reposition Marketing Strategies for the Bauhinia, the harbour cruise run by Hong Kong Ferry
In early July 2020, CityU MBA students taking in the Services Marketing Workshop kicked off the consultancy project sponsored by the Hong Kong Ferry Holdings Limited (HKF) to help repositioning services marketing strategy of the company's Harbour Cruise – Bauhinia. With the assistance of Dr. David Ho (MBA'1999), JP, HKF Group General Manager, offering this tremendous experiential learning opportunity, the students participated in a real-life marketing project and put what they have learnt in the workshops into an actual business proposal.
Students attended a series of Services Design Thinking workshops and meetings with supervisors for the consultancy project for since late July. This week, they worked on their proposals and have presented their findings for supervisors' critique and peer feedback. The teams kept up their efforts to improve their work for the final presentation to the host company.
After a month of hard work, students presented their final proposal to HKF's management team. By identifying potential target segments, students proposed their findings to help Bauhinia better prepare for a post-pandemic future. Both HKF and students appreciated the collaboration opportunity in this practical consultancy project. Students continued to refine their written reports based on the comments received from HKF in the presentation.
