Determine the marketing mix specific to your selected global product/service.

Hong Kong is fast becoming a city with a culture that is familiar to
that of the United States. The island of Hong Kong has also coined the
phrase of “the city that never sleeps.” Hong Kong has attracted a
myriad of immigrants who seek opportunities for a better life.
Everyday, newcomers arrive from Mainland China and overseas hoping to
create a better life. The diversity of people living in Hong Kong is
vast. In the 1930’s, many immigrants from various parts of China
ended their journey on Hong Kong shores, the majority being
Shainghainese and Chiu Chows. These two groups of people formed a
society of their own, and are known for their shrewd business skills.
In fact, many of the country’s top professionals come from these
regions.

As with all countries, Hong Kong has its problems with illegal
immigrants. Their dilemma on the issue generated between 1978 and 1980
when more than 500,000 outsiders risked their lives in an attempt to
reach the island. Chinese mainlanders can now enter Hong Kong legally
on an entry permit. Many of them are now absorbed into the local
culture after adapting to the lifestyles of the parochial population.
However, professionals of China, such as doctors, nurses, lawyers and
engineers are not able to practice their trained skills in Hong Kong, as
their credentials are not recognized. Therefore, those who intend to
live in Hong Kong have to settle for unskilled jobs.

One of the measures of success of DREEM Productions in human resource
management is our responsiveness to the changing needs and circumstances
of Hong Kong. We are learning how to work with the elected legislature
and how to deliver new and improved services demanded by a more affluent
and sophisticated community. Scores Entertainment Complex is a premium,
night club that will become home to more than 1,000 employees in the
areas of fine dining, transportation, entertainment planning, live
performances and general hospitality services.

DREEM productions will employ a number of professionals from the
region. These individuals will comprise the company’s legal team,
public relations and marketing departments as well as the day-to-day
operational staff. The hiring process is crucial to the success of the
organization. Indicative of the culture, Chinese business people are
oftentimes suspicious of strangers, and if possible, they prefer
conducting business with someone in which they are familiar. The
success of Scores Entertainment Complex will contribute to the
development of the economy and perpetuate the stability of Hong Kong’s
tourism and entertainment industry.

Supply chain management (SCM) is the combination of art and science that
goes into improving the way a company finds the raw components it needs
to make a product or service and deliver it to customers (www.cio.com).
Normally, there are five basic components of establishing an efficient
supply chain. These basic components consist of a Plan, Source, Make,
Deliver, and Return. These five steps are very important however; in
regard to our particular global venture, some are more applicable than
others.

After reviewing our SCM thoroughly, DREEM Productions will implement
the following strategic steps to ensure efficient supply chain
management.

1. Plan – This is the strategic portion of our supply chain. We
will incorporate a strategy for managing all the resources that go
toward meeting customer demand for the services we provide. For
example, utilizing diverse resources to create a pleasant and upscale
environment for our customers. A large portion of planning is
developing a set of metrics to monitor the supply chain so that it is
efficient, cost effective and delivers high quality and value to
customers.

2. Source – Choose the suppliers that will deliver the goods and
services we will need to implement our services. Develop a set of
pricing, delivery and payment processes with suppliers and create
metrics for monitoring and improving the relationships. In addition,
our management team will put together processes for managing the
inventory of goods and services that will be received from suppliers,
including receiving and verifying shipments of goods.

3. Make – This is the manufacturing step. This action involves
scheduling the activities necessary for production, testing, packaging
and preparation for delivery. As the most metric-intensive portion of
the supply chain, it includes measuring quality levels, production
output and worker productivity.

4. Deliver – This is the stage that many insiders refer to as
logistics. This process is coordinating the receipt of orders from
customers, developing a network of warehouses, choosing carriers to
transport products to customers and set up an invoicing system to
receive payments.

5. Return – This is the troubleshooting portion of the supply
chain. We will create a network for receiving defective and excess
products from suppliers and support our customers who have problems with
delivered products or services.

Information Technology (IT) will play an important roll in the
operation of our proposed business venture in Hong Kong. IT is
essential for value creation in the areas of customer services and
inventory management. Without employing modern inventory and
advertising techniques, the venture will fail to produce the desired
level of service and revenue.

The club will be equipped with Futurepolis VAS – 12, an advanced
computer billing and ordering system specially designed for the
entertainment business. The system ensures justified and efficient
billings and provides ready access of information to all guests.
Through the use of the system, management will be able to monitor
inventory levels and be able to anticipate current and future inventory
needs of the club.

Providing the necessary inventory management is not the only concern
while developing the customer experience. The IT systems will also
enable the guests to plan and manage their individual events at the
club. The venture plans to attract customers from all cultures who will
speak different languages. These customers will bring a vast array of
currencies to the club. Having the ability for the customer to
appreciate what the club has to offer and varied pricing options for
their individual needs will allow each patron the ability to decide what
will suit their requirements while entertaining at the club.

IT will further be implored in the website development. Because Scores
Entertainment Complex is attracting international clientele, the
internet will be the most used source for global advertising and event
planning. A potential customer will have the ability to access the
clubs event planning and design, see first hand a virtual tour of the
establishment and be able to design a specific entertainment program in
order to customize each experience to meet their individual needs. This
value added service is what will establish Scores as a first rate
entertainment complex.

Research and Development is a critical component to any business
venture, particularly an undertaking that will expand to international
markets. DREEM Productions has conducted research to operate in Hong
Kong on a multitude of levels. The initial phase of research will
consist of a comprehensive SWOT analysis of the proposed venture. In
addition, our company must be well-informed on Hong Kong’s laws,
regulatory bodies, licensing and prime locations for this nature of
business. DREEM’s Research and Development team will formulate a
three-year strategic plan based on the research gathered through this
analysis.

International litigation strategies and practice will be imperative, as
there are clearly different values and perceptions in the Asian culture.
Etiquette is a part of professional ethics. Being culturally sensitive
to Hong Kong’s language, gestures and customs, is paramount to
developing positive business relationships in the region.

The residents of Hong Kong are passionate about their code of ethics.
DREEM Productions intends to recognize and honor those codes. To
prevent corrupt activities, our company will develop clear guidelines
and implement corruption prevention measures to deter employees from
abusing their authority and becoming involved in corrupt activities.
This practice will further win the trust and confidence of investors,
business partners, customers and employees, as well as improve the
reputation of our company.

The most fundamental component is a company’s code of conduct. DREEM
Productions sets our standards of behavior expected from the company and
guidelines on how to handle various situations in business dealings. A
clearly written company code of conduct can also help avoid risk and
liability, not to mention establishing trust and increase
competitiveness.

REFERENCES

Internet Website http://www.cio.com. Acquired 04/03/2006.

Global Current Events Analysis



KEVIN

Regional Analysis



In today’s society, there are many cultures that are well established
and maintain a high economic, health, and social status. China is
becoming one of the most prestigious country’s of the world. China is
a part of the East Asian and Pacific region. The EAP is a diverse
region that includes Cambodia, China, Fiji, Indonesia, Kiribati, Korea,
the People's Democratic Republic of Lao (Lao PDR), Malaysia, Marshall
Islands, FS Micronesia, Mongolia, Palau, Papua New Guinea, the
Philippines, Samoa, Solomon Islands, Thailand, Timor-Leste, Tonga,
Vanuatu, and Vietnam.

Hong Kong became a Special Administrative Region (SAR) of the People’s
Republic of China on July 1, 1997, after a century and a half of British
administration. The Special Administration Region enjoys a high degree
of autonomy except in defense and foreign affairs. SAR exercises
executive, legislative and independent judicial power, including that of
final adjudication.

Hong Kong is located at the southeastern tip of China. It is often said
that Hong Kong is ideally positioned and it’s at the centre of rapidly
developing East Asia. Hong Kong’s population was about 6.8 million at
the end of 2003. In regard to the city’s physical environment, Hong
Kong has no natural resources; however they do have one of the finest
deep-water ports in the world. In addition, Hong Kong possesses a
hardworking, adaptable and well-educated workforce of about 3.5 million
people, which is the foundation of the city’s productivity and
creativity.

After the end of World War II and the communist takeover of Mainland
China in 1949, hundreds of thousands of people fled from China to Hong
Kong. Hong Kong became an economic success and a manufacturing,
commercial, finance, and tourism center. High life expectancy,
literacy, per capita income, and other socioeconomic measures attest to
Hong Kong's achievements over the last five decades. From a political
standpoint, in the past year and a half, China has taken on a more
active role in overseeing the Hong Kong Government's management of
political developments in the Special Administrative Region. While Hong
Kong remains a free and open society where human rights are respected,
courts are independent, and there is a well-established respect for the
rule of law (www.state.gov).

Hong Kong enjoys a number of economic strengths, including accumulated
public and private wealth from decades of unprecedented growth, a sound
banking system, almost no public debt, and a rigorously enforced
anti-corruption regime (www.state.gov). Hong Kong is one of the
world’s most open and dynamic economies. Real GDP expanded by 8.2% in
2004 year-on-year, driven by thriving exports, vibrant inbound tourism
and strong increase in consumer spending.

While severe acute respiratory syndrome (SARS) caused the Hong Kong
economy to shrink during the first half of 2003, second quarter real GDP
expanded by 3.2% year-on-year. Hong Kong experienced deflation from
November 1998 until July 2004, when inflation reappeared at a 0.9% rate,
measured year-on-year. A slack property market has also contributed
significantly to deflation. By mid-2003, property prices had fallen 66%
from their late 1997 peak, but have since rebounded by about 58% from
that lower base (www.state.gov). However, the need for economic
restructuring creates difficult challenges and choices for the
government. In addition, Hong Kong is endeavoring to improve its
attractiveness as a commercial and trading center.

Among Hong Kong alliances, the United States has strong economic and
social ties. After the terrorist attacks on the U.S., Hong Kong has
become an active member of the global coalition against terrorism. Hong
Kong has joined the Container Security Initiative and remains an
important partner with regard to eliminating funding for terrorist
networks and combating money laundering. Hong Kong has passed
legislation designed to bring the city into compliance with applicable
United Nations anti-terror resolutions and Financial Action Task Force
recommendations (www.state.gov).

Country Analysis

China is considered a unitary and socialist state of the dictatorship
of the working class. It is led by a 46-million-member Chinese
Communist Party (CCP). Political processes are conducted by party and
state constitutions, both publicized in 1982. Constitutions stress
belief of democratic centralism, where representatives of both party and
state are elected by lower bodies and they in turn elect their
administrative arms at corresponding levels.

China’s economic system is in transition and cautiously moving away
from Soviet-style development and slowly adopting market economy
mechanisms and reduced government position. Industry is largely based
on state and joint ownership, noticeable by growing technological
advancements and productivity. Major industrial centers are located in
Beijing-Tianjin- Tangshan area, Liaoning Province, Wuhan and Shanghai.
Thorough use of land where all fields produce at least one crop a year.
Wherever conditions permit, two or even three crops are grown annually,
especially in the south. Grain is the most important agricultural
product, in addition to rice, corn, wheat, barley, sorghum and millet.
Other important crops include jute (coarse fiber from the bark of an
Asian tree used for making rope), cotton, sugarcane, oil-seeds, and
sugar beets.

Chinese currency is called Renminbi, which means "People's Currency."
The popular unit of Renminbi is Yuan. The official exchange rate
between U.S. Dollar and Renminbi Yuan currently is about 1:8.3 (1.00
Dollar = 8.30 Yuan). There are parts of China where the Yuan is also
known as Kuai and Jiao is known as Mao. Chinese currency is issued in
the following denominations: one, two, five, ten, fifty and one hundred
Yuan; one, two and five Jiao.

China’s physical environment consists of varied landscapes and
climates where it is the third largest country in the world in terms of
area. China's climate ranges from sub-arctic to tropical. It’s
scenery consist of the world's highest peaks, winding river valleys, and
huge plains that are subject to life threatening, but soil-enriching
flooding. These characteristics have affected where the Chinese people
live and how they make their income.

The majority of China's population lives in the eastern part of the
country, the traditional China Proper. Most of these individuals are
considered peasants as were their families, in the low-lying hills and
inner plains that stretch from the high lands eastward and southward to
the sea. Agriculture dominates in this huge area, usually favored by a
mild or sub-tropical climate. The fields are carefully tilled and shows
facts of the government's ongoing concern of farm output and the food
supply

The culture is one of the world's oldest and most complex
civilizations. China has a history with over 5,000 years of artistic,
philosophical, and political advancement. Even though regions differ,
they still provide a sense of diversity, but similarities in language
and religion that is notable of common important contributions as
Confucianism. Confucianism is known for shaping much of Chinese thought
and was the official philosophy throughout most of China's history.
Because of the rise of Western economic and military power starting in
the mid-19th century, non-Chinese systems of social and political
organization gained supporters in China. The history of modern China is
still experimenting to find a new system of political, social and
economic organization that will allow integration of the nation that has
lost touch with their roots.

Organization and product/service analysis

D.R.E.E.M. Productions is Cleveland’s leading nightlife promotion and
premiere event Production Company, specializing in the creation,
planning, development and execution of adult entertainment, public
promotional events, private corporate events, and private personal
parties.

The proposed new business venture is within Hong Kong’s tourism and
entertainment industry. Despite two economic downturns in the past four
years, and a global slowdown in tourist traffic after the September 11,
2001 terrorist attacks in the United States, Hon Kong’s tourism
industry has continued to record impressive growth. This growth has
been fueled by increasing numbers of visitors from the Mainland, and
greater promotion of Hong Kong’s attractions in other key markets.

Competition for visitors throughout the region is fierce, and Hong Kong
has been continually upgrading its tourism industry to meet future
challenges. Part of their strategy has been to promote Hong Kong as a
top-class destination for leisure and business visitors. This involves
providing additional infrastructure, improving existing facilities,
enhancing service quality, facilitating entry of visitors and active
promotion overseas. To that end, D.R.E.E.M. Productions proposes to
open a new, state-of-the-art nightclub that will cater to tourists and
high-level business executives.

Scores Entertainment Complex will be modeled after Club B-Boss, Hong
Kong’s only business-oriented nightclub. This new super club will be
an internationally known nightspot located in a thriving business area
of Tsimshatsui East in Hong Kong. The club will be well-equipped to
provide a top class, nighttime entertainment. The spacious design of
the grand ballroom will successfully offer a luxurious place for social
gatherings, while the dance floor’s music and lighting will create
distinctive and alluring ambiance. The VIP suites will include quality
sound systems and cinematographic television systems to provide a
relaxing atmosphere for business or pleasure.

SCORES will occupy an area of 70,000 square feet in the vicinity of
Kowloon Peninsula waterfront which commands an impressive view of
glamorous neon lights at night. Facilities will be spacious enough to
entertain 1,200 guests each evening. The club’s more than 1,600
personnel will come from all over the world, all professionally trained
to provide a personalized service. Music from live bands, dance
performances, beautiful hostesses, gourmet food and wine will
demonstrate the club’s commitment to make everyone feel at home.
SCORES will be the VIP’s choice for business entertainment.

The club will be equipped with Futurepolis VAS – 12, an advanced
computer billing and ordering system specially designed for the
entertainment business. The system ensures justified and efficient
billings and provides ready access of information to all guests. A
magnificent décor greets the eye as one enters the grand hallway,
portraying Art Deco furnishings that reflect the highest standards in
interior design.

D.R.E.E.M. Productions mission is dedicated to support the growth and
perpetuation of America’s original executive entertainment industry.
The goal of D.R.E.E.M. Productions is to provide music, high-quality
service, motivation, and relaxation to club patrons and set the standard
for adult entertainment business. We will become the industry leader in
establishing ownership and operation of domestic and foreign
entertainment nightclubs. We will bridge the gap between nightclubs and
executive entertainment. D.R.E.E.M. Productions newest venture, Scores
Entertainment Complex will be an asset to the surrounding community by
exceeding the standards expected of good corporate citizens.