Marketing Professional

Writing Samples

Below are some samples of my writing. These samples are divided into the following categories: academic writing, business writing and work reports. Click on the categories located at the right of the page to find different types of articles and reports displaying different writing styles. Note that the useful resources category comprises workshop and seminar materials that I attended and I take no credit for the creation of the content in that category.

How to Engage with Millennials

On March 20, 2016, by Cliff Lin

Millennials — an entire generation of individuals who have not known a world without constant connectivity. Their phones have always been smart and Facebook had already connected everything around them. The internet isn’t a nice-to-have, it’s a necessity and anything they want—from information to products–are no more than a click away.

They are born into a time where access to digital technology is a given, as opposed to older generations who had to grapple and adjust to these technological advancements. They crave immediacy, with technology responding to them at the speed of need. So it’s safe to assume that what makes an impression on the Gen Ys, Gen X-ers and Baby Boomers, barely registers a blip on a Millennial’s mind.

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Crafting Customer-Centric Marketing Campaigns For Your Brand

On January 30, 2016, by Cliff Lin

Customers are 90% what makes a company. It does not matter if a company or a brand has impeccable quality or an attractive business model. When there are no customers to serve, the business goes down the drain. This is exactly why businesses should have an overriding, conscious effort to be customer-centric.

In reality, being customer-centric is something every business does whether they are aware of it or not. These days, though, being a so-called “silently customer-centric” brand no longer works, especially with the onset of digitalisation. Everyone is online now, which means there is an open relationship between brands and customers.

Predictably, then, businesses now try to craft marketing campaigns that are customer-centric. These campaigns are fairly easy to launch because it is the objectives, not the strategies, that differ. Here are the basic principles for creating customer-centric campaigns:

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Performance Management for Air Canada

On December 31, 2013, by Cliff Lin

3758 – 282 Street • Vancouver, B.C., Canada • V3L 8R6
Tel: 604-253-3904 • Fax: 604-253-3900

August 10, 2010

Calin Rovinescu
President and Chief Executive Officer
Air Canada Inc.
7373 Cote-Vertu Boulevard West
Saint-Laurent, Quebec

Dear Mr. Rovinescu:


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Religion & Corporate Social Responsibility

On November 9, 2013, by Cliff Lin


Religion, one of the major aspects of life, plays an important role in our everyday ethical and moral decision making.  Even though some corporations strive to separate religion and commerce altogether to achieve unity within the organizations, it is only a fruitless toil due to the existence of Corporate Social Responsibility (CSR), a combination of ethics and business. This paper examines the six major religions and their views on CSR. The six religions include Catholicism, Protestantism, Islam, Judaism, Hinduism, and Buddhism. Since each religion is established with different fundamental roots, it is assured that conflicting ideologies between religions occur. Thus, each religion may advocate different aspects of CSR. In fact, it is entirely possible that some religions deem CSR as an absurd concept. Essentially, it is important to examine the principles of each religion, as the inquisition exhibits the underlying reasoning to each religion’s perception of CSR.

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Business Environment Analysis: Nigeria

On October 16, 2013, by Cliff Lin

Executive Summary

Nigeria is one of the most culturally rich yet traditional nations of the world. It is both male-centric country and class conscious, with men making most of the important household decisions and respect given to those with titles and degrees. Although education is gained by a lucky few, the literacy rate of Nigeria is still considerably low in comparison with that of developed countries. Nigerians place much emphasis on areas of life that have no place in the intellectual world. Focusing on building relationships with their business partners rather than fulfilling signed contracts results in harmonious dealings in the realm of business. Harmony exists also in the area of faith, for Islam and Christianity, the two religions dominating Nigeria, exist in without strife. Although the culture of Nigeria is charming, the living conditions of the country are horrendous. The majority of the population lives in poverty, and only half of Nigerians have access to clean water.

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Blizzard Entertainment

On September 12, 2013, by Cliff Lin

Introduction of Blizzard Entertainment

Prior to analyzing a firm, a few things must be looked at in order to gain a full understanding of the company. This paper revolves around Blizzard Entertainment, the most successful online gaming company in the world. Beginning with a general description of the company, the paper continues with an external and internal analysis of Blizzard. The external analysis includes an evaluation of each of Porter’s forces, an overview of the whole online gaming industry, and an evaluation of the industry based on a combination of the five forces. Following the external analysis is the internal analysis, which illustrates how Blizzard manages to maintain its current status as industry leader. After the internal analysis of the company is given, dominant design and network effect are discussed. Finally, a conclusion wraps up the key success factors of Blizzard.

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Emsemble Studio

On August 1, 2013, by Cliff Lin


Ensemble Studios was once the most successful pioneer of Real-Time Strategy (RTS) games. It was founded in 1995 and made a smash hit in 1997 when its first game, Age of Empires, came out. Approximately 90% of gamers worldwide played Age of Empire, giving the game a user base of tens of millions of players. Even though it was the most successful company of the time, Ensemble Studios was a relatively small company that had only 40 employees prior to the acquisition. Being the most prestigious and profitable software company, Microsoft decided to acquire Ensemble Studios in the year 2000. The two companies reached an agreement with relative ease, and people described the union as a “tiger with wings.” Ensemble Studios had the advantage of unlimited capital and high-tech equipment, while Microsoft anticipated a lump-some profit. However, reality did not turn out according to plan. Ensemble Studios suffered a loss every year for eight consecutive years and finally closed down in 2009.

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Apple Inc & Foxconn Technology Group

On June 23, 2013, by Cliff Lin

Company Profiles

Apple Incorporation

Established in 1977 by Steven P. Jobs and Steven Wozniak, Apple originally specialized in manufacturing personal computers. However, following the company’s expansion strategy, it began to broaden its product portfolio and shift its focus to the consumer electronics market (Datamonitor, 2010). In 2007, the company changed its name from Apple Computer Incorporation to Apple Incorporation, reflecting its growing presence in the consumer electronic industry.

As a major player in the consumer electronic industry, Apple offers diversified products and services (Datamonitor, 2010). Its hardware products range from Mac computers, iPods, iPhones, and other peripheral products and accessories, such as printers and storage devices. Its software products include operating systems (Mac OS), application software (iTunes), and Internet software (Quick Time). Aside from its high quality products, Apple further addresses consumer needs by the development of Apple Care, which provides product support and services for its customers.

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Costco in India

On May 11, 2013, by Cliff Lin

Executive Summary

Costco is an American wholesaler, with operations worldwide. Costco’s main objective of selling the highest quality products at the lowest possible prices is quite a simple, but effective one. This is demonstrated by Costco’s lack of failure or exit from any of its foreign markets. A contributing factor to this success is its firm-specific advantages which include strong bargaining power, a differentiated method of sales, and strong connections with its suppliers, both domestic and foreign. Costco does possess a few weaknesses however, such as its narrow product line and its low mark-up on products.

This report will examine India as a potential market for Costco to expand its operations. The Indian economy is classified as low-income, but its middle class is growing at an extremely rapid rate, with some reports suggesting that the middle class will comprise almost 50% of the economy by 2025. This presents an immense opportunity for Costco and its potential Indian operations. India is also quite different than the U.S. in terms of culture, and this will be an aspect that must be taken into considerations as well. The sheer size of the Indian population alone makes the Indian market extremely attractive to multinational enterprises such as Costco, giving it a large market to work with and appeal to. Its economy is also growing at a rapid rate as well, and this is largely due to the Indian government’s welcoming attitude toward foreign direct investment (FDI). However, there are some restrictions on this FDI that must be taken into consideration as well. India’s political climate is also relatively stable compared to previous years, making the market even more appealing. There is also a high amount of bureaucracy present, which may pose some challenges to Costco’s business operations.

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Costco in Australia

On April 16, 2013, by Cliff Lin

Executive Summary

Company Introduction

Costco Wholesale Corporation is the largest warehouse club chain in United States. However, Costco’s success is not limited to, but encompasses US. It has established itself in seven other countries and became the ninth largest retailer worldwide. Costco aims to offer the highest quality product with the lowest price possible. In addition to the low-cost strategy, Costco sees innovation as an intellectual feat essential to maintain customer loyalty. Unlike many other retailers, whose innovation came to no avail, Costco’s “treasure-hunting” scheme is regarded by many experts as a core competency that surpasses all other retailers. The claim is backed up by Costco’s rapid growth in sales, as the recent economic downturn has yet to affect Costco’s financial performance.

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