Impact of Remote Workforce on Marketing Management in Hong Kong

This research study focuses on the impact and implications of remote workforce on marketing management in Hong Kong. It examines the background of the change in remote workforce, the marketing strategies being changed due to remote workforce, and the effects of remote workforce on marketing management. The study uses a combination of primary and secondary data sources to gather information and analyze the data. The expected schedule for the research project is to be completed and submitted before April 30, 2021.

PROJECT PROPOSAL

TABLE OF CONTENTS
INTRODUCTION...........................................................................................................................1
PRELIMINARY LITERATURE REVIEW....................................................................................2
SOURCE OF DATA........................................................................................................................4
PROPOSED RESEARCH METHODOLOGY...............................................................................5
CONCLUSION................................................................................................................................6
EXPECTED SCHEDULE...............................................................................................................6
REFERENCES................................................................................................................................7

INTRODUCTION
Project Title
“A Study of the impact and implications of remote workforce on marketing management in
Hong Kong.”
PURPOSE OF PROJECT AND REASONS FOR CHOOSING THE TOPIC
A remote workforce is defined as the employee who is employed by a company but works
outside the office environment. In recent times the trend of remote working has been increased
which is a result of technology and high inclination towards free working. In the current scenario
of the COVID-19 pandemic and political issues in Hong Kong recently, most of the businesses
are working remotely in order to run their business in an unstoppable manner and grab prominent
opportunities as well.
The researcher has been working in the marketing agency, GASOL Limited in Hong Kong since
2013. Throughout the years, especially the COVID and Hong Kong Protests happen. Consumers
less willing to go out and many commercial event activities were being forced to be cancelled.
At the back office, people were announced to work remotely at home. All the marketing
activities were pending until further notice. There is such a great need for a change of traditional
marketing to digital marketing. The need for NEW marketing channels had increased
significantly, no matter outsourced or in-house, the work being managed by a team was moved
to a remote office.
The reason for choosing “A Study of the impact and implications of remote workforce on
marketing management in Hong Kong.” is for the researcher to assist in determining the
feasibility of marketing management in Hong Kong. It has been a topic of discussion amongst
the senior management of the company. At the time being of remote working, the company must
strategically work towards reducing operational costs whilst maintaining employees' work
efficiency.
The result of the research will show the impact and implications of a remote workforce. By
understanding such an economic environment, the research inspires readers about how to survive
and extend beyond their business.
RESEARCH RATIONALE / RESEARCH RATIONALE QUESTIONS
Research Rationale
1

The researcher of the study has opted for this topic because it is the current issue. The researcher
will select this topic because of the personal interest and wanted to gain wider set of perspective
linked with the subject manner. This is the current issue in a present time because of the COVID-
19 pandemic. The researcher of the study will use themes in order to effectively explore about
related subject matter.
Research objectives
 To critically determine the background of the change of the remote workforce in Hong
Kong.
 To examine the marketing strategies being changed in HK due to the remote workforce.
 To evaluate the effect of a remote workforce on marketing management in Hong Kong.
Research Questions
 What is the background of the change of the remote workforce in Hong Kong?
- COVID
- political issue (HK protest)
- Cost control due to the unstable economic environment
 What are the marketing strategies being changed in HK due to the remote
workforce?
- from offline to online
- automation
 What is the effect of a remote workforce on marketing management in HK?
PRELIMINARY LITERATURE REVIEW
To critically determine the background of the change of the remote workforce in Hong Kong.
Molino and et.al., (2020) sought to determine the fact that, Remote working is referred to
as a mode of work which allows employees of the company to perform all the essential job with
utmost degree of responsibility from outside traditional office space. Remote working is usually
done by telecommunicating from home offices. Remote workforce is considered to be as a
flexible workforce. The employees can work from home and is considered to be significant in
2

maintaining professional as well as work life balance. COVID-19 pandemic is one of the key
prominent factor which leads to remote workforce Within Hong Kong. Remote working will be
considered to be as the new normal even after the COVID-19 pandemic is over. COVID-19
pandemic has led to change in the work pattern. Political issues such as protest in Hong Kong is
one of the key prominent factor which leads to change in the remote workforce. Cost control
within the company because of the unstable economic environment as one of the key prominent
factor which led to the change in remote workforce within Hong Kong. Huang and et.al., (2018)
argued that, the key benefits associated with the remote working is mainly associated with the
lower expenses of the business and greater access to the applicants. This also leads to higher
degree of increase productivity of the business and better preparedness for the disaster. Remote
working is one of the key prominent measure which is useful in improving the satisfaction level
of the employees and leads to greater retention rate. It is also significant in reducing carbon
footprint and remote work benefits of the employers and employees within the organisation.
To examine the marketing strategies being changed in HK due to the remote workforce.
Cowling and et.al., (2020) sought to determine the fact that, One of the key significant impact
associated with the remote working with the organisation is that the traditional marketing
strategy has moved from offline source to the online source. Most of the work of business
operations are mainly done online. This intern eventually improves the business performance and
leads to high degree of operational efficiency. Li and et.al., (2016) stated that, Online platforms
is useful in better connectivity with the employers, ploys and customers of the company. This
eventually leads to better working conditions and higher sustainable growth for the company in
Hong Kong. The technologies has effectively enabled the trend related with digital marketing
(Framework for international marketing, 2019). This is one of the key prominent impact linked
with the remote working in Hong Kong. Most of the work within the Hong Kong has led to
automation of the work because they have an option to opt for new set of technologies.
Wang and et.al., (2018) argued that, the key significant implication associated with the
remote working is that the business can expand internationally through online platforms. This
leads to higher operational growth, performance and profitability for the company. This trend is
significantly enabled with the help of digital marketing platform. Another key prominent
implication associated with the remote working is it with talent shift and improve government
funding.
3

To evaluate the effect of a remote workforce on marketing management in Hong Kong.
Wang and et.al., (2018) sought to determine the fact that, Remote working is considered
to be new normal in the middle of future because it is useful and is more relevant for the
employees because it leads to higher motivation and satisfaction among the employees of the
company. Remote working tends to have significant degree of effect upon the marketing
management in Hong Kong. Employees of the company are considered to be one of the key as it
related with the modern business. And it is considered to be true for the digital marketing.
Remote working is useful in better marketing management and results in success of the company
by attracting top-notch Employees and specialist within specific field. Pereira and et.al., (2015)
examined the fact that, It provides various marketing channels to clients who are in different
industries of B to B and B to C, e.g. event management, printing items, POSM, video production.
The local management consists of people employed locally to run this company. Initially, there
were few investments in assets, technologies, and manpower was kept to a minimum. It is
considered to be significant to get access to the best possible resources and talent which
improves the productivity of the business and helps in saving money for the company. This
eventually leads to high degree of profitability and improve business sufficiency by attaining
High degree of satisfaction. It is also significant in improving the quality of the work and leads to
higher flexibility for the business.
SOURCE OF DATA
Secondary data: Secondary data are the data which has already been gathered or
collected also such information are already used (Mackey. and Gass, 2015). The researcher of
the study will use secondary source to collect data. For the present study, the researcher will use
internal source of secondary data like profit and loss statement and sales analysis report of the
Gasol limited. Also, secondary data from the external sources has been gathered from varied set
of published sources such as magazines, books, past studies, journals, and internet sources, etc.
Primary data: The information which in turn has been gathered through the primary
sources are new and are first-hand information which will be gathered and used for the very first
time. The researcher of the study will intend to disseminate survey questionnaires to the 6
targeted customers, team leaders, and owners of the Gasol Limited Company.
4

Formulation of Questionnaire: The researcher of the study will formulate the
questionnaire by understanding the general set of demographics linked with the respondent
associated with the age, gender, title and industry (Flick, 2015). The research questions will be
formulated by taking into consideration the project title and research objectives.
Research ethics: The researcher of the study will carry out the specific study in an ethical
and reliable manner. The investigator of the study will focus on effectively ensuring that the data
has been gathered from the reliable set of sources. Also, the researcher will carry out the study
with complete degree of anonymity and confidentiality.
Data analysis: The researcher of the study will use thematic method to analyse the large set
of data. This is considered to be as one of the key prominent way to analyse the statistical set of
data in a reliable manner. The researcher will interpret each themes and also develop specific set
of graphs, tables and charts for the related subject matter.
PROPOSED RESEARCH METHODOLOGY
Research methods: This is one of the key prominent way to examine the way data will be
gathered to improve the investigation linked with the subject matter. The researcher of the study
will use qualitative research methods to gain descriptive knowledge regarding the subject matter.
Research design: This is considered to be as one of the key prominent measure to improve
the overall strategy where they focus on effectively integrating the varied setoff components in a
logical and a coherent way. It is useful in addressing the specific set of research problems and
also constitute specific set of blueprint to measure and analyse data (Kumar, 2018). The
researcher of the study will use inductive research design because it will be useful in proposing
theories at the end and is useful in reaching the specific set of conclusion.
Correlation methods: This is the key significant method where the researcher can
effectively measures two set of variables. It is significant in effectively assessing and
understanding the statistical set of relationship between the key variables.
Casual – comparative research: This is one of the key methodology where the researcher
must focus on effectively determining the key consequences and cause of the differences which
tends to exist among and between the group of individual person.
Questionnaire: this is one of the key prominent way through which it helps in asking
significant set of questions to the person in order to gain desired set of data in specific set of
patterns linked with the subject matter (Randa, and Hougaard, 2020).
5

CONCLUSION
From the conducted study it has been summarized that, remote working will be considered
to be as the new normal even after the COVID-19 pandemic. Online platforms is useful in better
connectivity with the employers, ploys and customers of the company. Employees of the
company are considered to be one of the key as it related with the modern business. Primary and
secondary source of data collection has been used by the researcher to explore subject topic.
EXPECTED SCHEDULE
The expected schedule of the research project is shown in the chart below. The research
project is to be completed and submitted before the due date of 30th April 2021.
6

REFERENCES
Books and Journals
Cowling, B.J and et.al., 2020. Impact assessment of non-pharmaceutical interventions against
coronavirus disease 2019 and influenza in Hong Kong: an observational study. The Lancet
Public Health.
Flick, U., 2015. Introducing research methodology: A beginner's guide to doing a research
project. Sage.
Huang, Y and et.al., 2018. Emission measurement of diesel vehicles in Hong Kong through on-
road remote sensing: Performance review and identification of high-emitters. Environmental
Pollution, 237, pp.133-142.
Kumar, R., 2018. Research methodology: A step-by-step guide for beginners. Sage.
Li, C.Z and et.al., 2016. SWOT analysis and Internet of Things-enabled platform for
prefabrication housing production in Hong Kong. Habitat International, 57, pp.74-87.
Mackey, A. and Gass, S.M., 2015. Second language research: Methodology and design.
Routledge.
Molino, M and et.al., 2020. Wellbeing Costs of Technology use during Covid-19 remote
working: An investigation using the italian translation of the technostress creators
scale. Sustainability, 12(15), p.5911.
Outcome Management System as feedback tool in psychotherapy—A systematic review and
meta-analysis. Psychotherapy Research, 30(2), pp.195-212.
Pereira, F.M.V and et.al., 2015. Difference in compliance with Standard Precautions by nursing
staff in Brazil versus Hong Kong. American Journal of Infection Control, 43(7), pp.769-772.
Randa, H. and Hougaard, E., 2020. The effect of using the Partners for Change
7

Wang, R and et.al., 2018. Mapping the local climate zones of urban areas by GIS-based and
WUDAPT methods: A case study of Hong Kong. Urban climate, 24, pp.567-576.
Online
Framework for international marketing. 2019. [Online]. Available through:
<https://www.tandfonline.com/doi/full/10.1080/0965254X.2019.1569111>.
8