What’s Happening - HKCC Business Excellence Contest 2019/20 2019-11-13

Background

The HKCC Business Excellence Contest is an annual business competition organised by Hong Kong Community College for Secondary 4 to Secondary 6 students.  The theme for the competition this year is "A Brand Revitalisation Campaign".  

Brand revitalisation is the marketing strategy that transforms every aspect of the brand into a whole new brand image in order to accomplish various objectives such as obtaining a stronger marketing position, optimising customer benefits, capturing new markets, achieving long-term organisational goals, and increasing sales and profit. This strategy is adopted when a brand is facing an adverse business and market environment which may include hovering at the later stage of product life cycle, changes in consumer tastes and preferences, the emergence of new competitors, the innovation of new technology, and a reduction in market size.

Through participating in this competition, students will analyse the brand of a real corporation in Hong Kong and make use of their creativity and critical thinking skills to develop a Brand Revitalisation Campaign for this corporation through (i) a product/service strategy, e.g. new-to-the-world products, new product lines, additions to existing product lines, improvements of existing products, repositioned products, and new value-added services AND (ii) a promotional strategy, e.g. new advertisements, contemporary advertising media channels, and a specific media schedule. Moreover, students will develop better appreciation of theories and practices of business as well as generic attributes and abilities such as creativity, observation, communication, teamwork, analytical and organisation skills.

Awards and Prizes

Entry Criteria

The competition is open to full-time Secondary 4 to Secondary 6 students in Hong Kong.  Each student team must consist of 3 to 6 members from the same school. The application must be coordinated by the school principal or a teacher.

Scope of Work

Students have to select a brand of a real corporation in Hong Kong, conduct a business and market analysis, explain the objectives of a Brand Revitalisation Campaign, and develop a product/service and a promotional strategy for the Brand Revitalisation Campaign.  20% weighting will be given for the business and market analysis and 80% weighting will be given for the creativity, theme suitability, attractiveness and feasibility of the Brand Revitalisation Campaign.  

A guest talk will be arranged for participants on 17 January 2020 (tentative) to enhance their knowledge and skills of conducting a business and market analysis and developing a Brand Revitalisation Campaign.

1. Report Outline
   
   (a) Introduction
   (b) Main text
   • Business and market analysis
   • The objectives of a Brand Revitalisation Campaign
   • Explanation and justifications of a product/service strategy and a promotional strategy for the proposed Brand Revitalisation Campaign.

       (c) Conclusion                                    

2. Report Format
   
   (a) The written report must be provided either in English (maximum 1,000 words) or Chinese (maximum 1,300 words), excluding the cover page, table of contents and appendices.
   (b) Appendices are optional and should be limited to 10 pages.
   (c) The font size of the content should be Times New Roman 12 point for the English version or 新細明體 12 point for the Chinese version (except the headings/titles).
   (d)Single-line spacing with at least one-inch margins (top, bottom, left and right).
3. Report Cover
   
   (a) Full names of team members
   (b) Name of school
   (c) Name of the business
   (d) Date of submission
   (e) Contact details (email address, telephone number, etc.) of the team coordinator

Registration Procedure

1. Online Registration
   
   You can click here for registration.
   
   OR
2. Register by Email
   
   • You can click here to download an application form.
   • Please return the completed application form by email to ccoffice@hkcc-polyu.edu.hk. Please specify "HKCC Business Excellence Contest 2019/20" in the email subject.

     
     The deadline for registration is 23 December 2019 (before 12:00 noon).

Submission of the Written Report

1. Please submit your written report by post to PolyU West Kowloon Campus, Room N1302, 13/F, 9 Hoi Ting Road, Yau Ma Tei, Kowloon. Please specify on the envelope "HKCC Business Excellence Contest 2019/20".
2. The deadline for submission of the written report is 8 May 2020 (before 5:30 p.m.).

Adjudication

1. First Round Adjudication
   
   Twenty most outstanding teams will be selected; and from them the best 5 teams will be selected for the Final Round Adjudication and the 15 other outstanding teams will be offered the Judges Commendation.  The First Round Adjudication results will be released on 20 May 2020 through the PolyU HKCC's website at www.hkcc-polyu.edu.hk/business_excellence_contest2019.

2. Judging Criteria for the First Round Adjudication
   • Does the team present the written report clearly and concisely?
   • Does the team provide a persuasive analysis, realistic objectives, and concise conclusion?
   • Does the team generate a creative and feasible Brand Revitalisation Campaign?

3. Final Round Adjudication
   
   The best 5 teams will be required to submit a PowerPoint file with voice-over of a 15-minute verbal presentation to ccoffice@hkcc-polyu.edu.hk by 5:30 p.m., 3 June 2020. The presentation could be delivered in English or Cantonese. The best five teams will be informed of the file submission details upon the First Round Adjudication result announcement on 20 May 2020.

4. Judging Criteria for the Final Round Adjudication
   • Does the team present the ideas clearly, concisely and interestingly?
   • Does the team provide a comprehensive business and market analysis and realistic objectives, and generate a creative and feasible Brand Revitalisation Campaign?
   • Does the team provide clear, precise and convincing and answers to judges' questions?

Presentation of Awards and Prizes

The Awards Presentation Ceremony will be cancelled.

Adjudication Result

Please click for the results of First Round and Final Round Adjudication. 

Calendar of Events

Enquiries

Tel.: 3746-0123

Email: ccoffice@hkcc-polyu.edu.hk

Website: www.hkcc-polyu.edu.hk/business_excellence_contest2019