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TEM Lab PROJECT COMPETITION

The Thunderbird Emerging Markets Business Association is cooperating with TEM Lab to provide an opportunity for Thunderbird students to help their network via consulting services from TEM Lab. Students can nominate projects for TEM Lab and their project could become a 2012 TEM Lab client! The student who nominates the winning project will receive a letter of recognition from Thunderbird President Dr. Angel Cabrera and a US$1000 prize. 1. Who can participate: All Thunderbird students can participate in this competition. This means anyone enrolled in the MBA, MA, MS, Executive MBA and On-demand Program as a current student. 2. Criteria for projects nomination The nominated project shall be a consulting request from a client that can be later contracted for TEM Lab in Spring or Summer 2012. TEM Lab serves all sectors: government, for-profit and not-for-profit. The geographical preferences are in emerging markets, defined as most locations outside of North America, Western Europe, Japan, New Zealand and Australia. The client shall fully be aware that they will be contacted for initial discussions by TEM Lab Faculty/Staff to determine whether the proposed project can satisfy the needs of both the organization and Thunderbird. The TEM Lab cost to the client is $25,000. This is to cover the expenses of the consulting team while in the field and TEM Lab administrative costs. Any client submitting a project should be OK with this cost. For spring 2011 projects, due to the sponsor of Global Council committee, client only needs to pay for accommodation and transportation of the team within the country. For more information on TEM Lab: Visit www.thunderbird.edu/temlab Visit the Thunderbird Emerging Markets Laboratory page on MTB (via the site map) Email Charles Reeves at charles.reeves@thunderbird.edu

3. Time frame - Oct 17 2011: Project Synopsis submission (see part 4 for a sample)

Oct 17 Oct 25 Project vetting by TEM Lab Faculty/Staff. TEM Lab will contact the student and nominated client for assessment and clarification. Oct 30: Winning projects announced. Number of winners may vary depending on the decision of TEM Lab after the vetting process. Awards will be granted by TEMBA to the winner accordingly. Spring: Project Execution

The submission can be on a rolling basis. If a project does not meet the deadline of Oct 17 2011, it can be passed to the next execution season (Summer 2012). However, for summer 2012 projects, clients will need to cover administration cost as mentioned above. 4. Competition Award - A letter of Recognition from Dr. Angel Cabrera - $1000 prize from TEMBA 5. Project synopsis Students participate in this project should submit a project synopsis. The synopsis should include the following information: - Client organization - Location - Contacts information - Expected timeline - Client overview - Project requirements - Deliverables Notes: All deliverables are subject to revision after initial project meetings The project will take place during seven weeks in Spring 2012 or Summer 2012. The time in the field shall be five weeks See the project synopsis example attached

For more information about the competition, please email: emergingmarkets.club@global.tbird.edu, and Charles.reeves@thunderbird.edu. We will be happy to assist you through the process.

Thunderbird Consulting Group Project Synopsis Client Organization Saigon NhaTrang Hotel and Nha Trang Tourism Association Project Khanh Hoa Province Tourism Marketing Plan Location Nha Trang, Vietnam Project Guidance and contact information: Ms. Tran Nguyen, General Manager, Saigon NhaTrang Hotel. Phone _____________, email:__________ Mr. Son Ngoc, Chairman, Nha Trang Tourism Association. Phone +_______________, email:__________ Overview Nha Trang is well known for its pristine beaches and excellent scuba diving and is fast becoming a popular destination for international tourists, attracting large numbers of backpackers as well as more affluent travelers on the Southeast Asia circuit. It is already very popular with Vietnamese tourists. Nha Trang Bay is widely considered as amongst the world's most beautiful bays. Tourists are welcome to participate in the Sea Festival, held biennially. Nha Trang was the site of the Miss Universe 2008 Pageant on July 14, 2008 and it will also host Miss Earth 2010. Synopsis While Nha Trang is rapidly attracting both tourists and investment, and will open its airport to international arrivals in 2011, no comprehensive strategy exists to promote the provinceespecially to the most lucrative customers, international arrivals. The Thunderbird team is asked to create an international marketing strategy that brands the province and promotes tourism. The plan will be presented to all stakeholders in the province, including the highest levels of the provincial Peoples Committee. Deliverables: - A brand for the province based on market positioning. The imaging and messaging to communicate the brand - Actionable recommendations as to how to manage the customer point of contact (internet, agent, hotel, other booking service, etc.) to best present the full range of activities in Khanh Hoa - Prioritized recommendations regarding where Khanh Hoa should spend tourism promotion money so that it has the largest impact Actionable recommendations as to how to promote Khanh Hoa via non-paid media channels such as public relations, the travel community and social media. - The content, look and feel of the message/campaign Special Considerations - All deliverables mentioned are preliminary and will be subject to revision after initial project organizational meetings. - We will provide access to necessary internal resources, financial estimates/statements, and guidance in the research process.