第一组商学概论.docx

第一组商学概论.docx

《第一组商学概论.docx》由会员分享，可在线阅读，更多相关《第一组商学概论.docx（6页珍藏版）》请在冰豆网上搜索。

第一组商学概论

Thebusinessplanof

StoneLeather

商英二班第一组

组员：

李英张紫微

曾翠兰何雨

李英：

DescriptionofProposedBusiness，IndustryAnalysis

张紫微：

MissionStatementandCoreValues，ManagementPlan，Goods

曾翠兰：

DevelopmentandProduction，Marketing，GlobalIssues

何雨：

ExecutiveSummary，FinancialPlan

DescriptionofProposedBusiness

Ourproductisstoneleather.BrandnameisGrace.Andoursloganis:

“Allfrominspiration.”

Designforstoneleather

Marketorigin:

Thereisanincreasingdemandforleatherwhichleadstotheshortageofit.Thecrazykillingforanimalsandthedamageoftheenvironmentshowthatthereshouldbesomethingtochangethesituation.Andpeoplenowalmosthaveasenseofenvironment.

Thinking：

Thestonesfrommountainscanbecrushedandprocessedtobecomethesimulationskinleatherwhichcanbeattachedtovariousbeautifullines.Itcanwellreplacerealskinleather.

Product:

leather,furniturelikesofachairs…

Features

1.It’senvironmental.Thereisnokilling,nopollutionintheproducingprocess.What’smore,it’sdegradableandrecyclable.

2.It’spractical.Itisoflonglifeandismoredurablethanotherleatherproducts.

3.It’sexcellent.Ithasbeautifulappearanceandphenomenaltouch.It’sofgoodqualitybutrelativelylowerprice.Itisofnopoisonandnosmell.

Consumerbenefits

1.Ourproduct’sphenomenalqualitycanmeettheconsumerneeds.

2.Ourproductincludingdesignspecialpackagingandconceptcanverywellreflectahightaste.

3.Ourproductcanmeetconsumers’senseofenvironment.

4.Itsrelativelylowerpriceattractslow-salaryfamily.

Targetmarket

Ourtargetisformassmarket.Thereasonsarethatthecheapermaterialsleadtothelowerpriceofourproduct.Sothelow-salaryfamilycanalsoaffordexcellentfurnitureandatthesametime,wealsoproduceluxuriousproducts.

Sowebelievewehavequitealargetargetmarket.

LocationandSelling

Ourcompanyneedstolocatenearthemountaintocollectmaterials.

Weprocessthestonetobeleather.Wesellleatherandwesellleatherproduct,too.

IndustryAnalysis

Playersintheindustrycanbedividedinto2parts:

naturalleatherandalternativeleatherwhichcontainsreclaimedleather， artificialleather，syntheticleatherandPU.Butwebelievethatwecansurvivewelldependingonouruniqueadvantages.Asforouroutlook,theleatherproductsarecontinuallypopulartheseyears.Andthe“greenconceptiswellacceptedbymodernpeople.Thereforethestoneleatherispromising.

Missionstatementandcorevalues

Theproductaimstobringthe“cleanandgreen”concepttopeople,maketheirlifemoreconvenient,itisenergysavingandmoredurable,itisalsogood-looking.Weusethenewconcepttomaketheproductmorefashionableandpractical.Thecorevaluesofourproductisinspirationandhonesty.Inspirationmeanscreative,toproducesomethingspecialandadapttolifechanging,onlyitcanmakeourproducthaveahigherdevelopment,alwaysbeinthefrontstage.Honestyisthemostimportantfactorforthedevelopment,weshouldbehonestytoconsumer,weshouldopenourheart.Consumerisourgod.

Ourmanagementplan

1Wefindthetargetmarket,forwhatkindofpeople,confirmthesizeandoutlook,andtheprize,whichpricearesuitabletodifferentconsumer.

2.Theworkersweemployedwillgetastricttraining.Theyaredividedintomanyparts.Someareresponsiblefordevelopment,someareformakemarketplan.etc.wecanmakeourproductmoreprofessional,ofahighquality,makeourproductmoresuitabletoourlife.

Ourgoodsanditsadvantages

•the“green”conceptiswellacceptedbymodernpeople.Nowadayspeoplearemoreconcernsaboutthequalityandwhetheritisgoodforenvironment.Itisnopollutionintheproducingprocess,itismoredurablethanotherproductwithlongerlife.Itisalsonobadsmelling.

DEVELOPMENT&PRODUCTION

Wewilluseefficientwaytopromoteourproducts.Wecanfeatureourbusiness,negotiateforthelowestrateswithsuppliers,gatherquotes,dosomeresearchofprimeplacement,andmakewelluseofthemostofouradvertisingdollar.

Ourstoneleatherwilladapttothedevelopmenttrendofglobalconsumption,notonlyithastheapplicationcharacteristicsofnaturalleather,butcanbetterreflectthetasteandtextureoflife.

MARKETING

Ourmarketingcontainsthreemainparts---pricing,distribution,promoting.Whenitcomestopricingstrategies,weplantocovermantissapricingmethod,skimmingpricingmethod,encouragedpricingmethod.Whydowechoosethesethreemethods?

Thereasonsarevarious.Ifyouseetwosameproducts,includingtheirpackage,quality,forinstance,butthepriceofoneis2000RMB,theotheris1991RMB.Whichwillyouchoose?

Ibelievemostofuswillchoosetheonewithlowerprice,themethodofwhichiscalledmantissapricing.Andtheskimmingpricingmethodmeansthatwhenpushingoutnewproduct,wewillfixalowerprice,however,withtimegoesby,thepricewillbegraduallyreduced.Introducingtheencouragingpricingmethodistogivecustomerssomebenefits.Forexample,wewillpresentvariousgiftsonthebasisofcustomer’sconsumptionleveltoencouragethemtobuymore.Meaningfully,allofthegiftsaremadebystoneleatherandallofthecustomerswillreceiveapuppet,likingOlympicMascot,whichrepresentourproductimage!

Thewayofdistributioninourstoredivideintodirectsellingorsellingindepartmentstore,supermarket,furnitureauthorizedstore.

Moreover,wedecidetopromoteourproductsthroughadvertising,productlaunch,salespromotion.Tomaketheadvertisementmoreeffectivebutlesscost,TVads,Internetadsnewspaperandmagazinewillbecombinedinoperation.Besides,inourstore,theproductlauncheventsareunique,productbackground,marketanalysis,conceptandplanning,processesofmarketingactivities,mediaoutreachprogram,after-salestrackingincluded.Exceptthat,wepromisetoinvolvedifferentsalespromotion,suchas,drawalotterydiscount,givingasapresent,offeringspecialservice,membersrewardsprogram.

GLOBALISSUES

Toincreaseoursalesvolumeandprofit,wedecidetoexpandourproductstoforeigncountries.

We,however,willdefinitelymeetmuchinternationalchallenges,suchas:

1.Manyothercompaniesuserealleather.

2.Leatherproductsareinshortofsupply.

3.Priceisincreasinglyhigher.

So,howwillwesolvetheseinternationalissues?

1.Ourproductschosethecommonstonewhichwillsavethecost,sowecanlowerourunitprice.

2.Wewillimproveourproducts’quality.

3.Ourmaterialisenvironment-friendly,degradable,recyclable,reuse,itslifeislonger,moredurablethanordinaryleathermaking,canbeatusedformorethan8yearswithoutruffling.

4.Wewillimproveourservices,includingpre-sale,sale,after-sale.

ExecutiveSummary

Withtheimprovementofpeople'sdemandanddesireforabetterleather,weplantoestablishashop,whichnamedGrace,tosellstoneleather.Ourshopisnearthemountaintogetthematerialsbetter.Ourproductsarefacetomassmarketandwewillcooperatewithdepartmentstore,supermarketandfurnitureauthorizedstoretosellourproductsbetter.Thefirsttwoyearsweplantomakeupfortheloseandnextfiveyearsweareambitioustoexpandourbusinesstotheworld.

FinancialPlan

Beforesettingupthecompany,

Firstly,weneedtocost1,000RMBtoacquirebusinesscertificatesandfindaplaceneartothemountainwhichhasmanyhigh-qualitystonesandbetterforustogetmaterials.Aboutthebudget,itwillcostourmoneyabout10,000RMB.

Then,weshouldspendabout20,000RMBindecoratingourcompanyexcept39,000RMBforequipments.

Besides,weneedto10employeescontainanexperttohelpusrunourbusiness.Therefore,wehavetopay4,000RMBforperemployeeeverymonthbutnotincludetheexpert.Theexpertisourcorememberwhoneedsdoublesalarythanothers.

Finally,therentwillmakeuspay5,000RMBeverymonth.

Runningthecompany,

Wewilltakesomemeasurestopromoteourproductsuchasproductlaunch,salespromotionandadvertisingwhichincludesTVads,Internetads,Newspaperandmagazine,allofthesewillcostrespectively20,000RMB,1,200RMBand23,000RMBattheoutset.

Everymonthweneedpayforsalary440,000RMB,5,000RMBforrentfeeandabout100,000RMBforthethreemonth’smaterials.What’smore,wewillholdmanypromotionactivitiestoattractmorecustomersinthefirstthreemonths.Thatmeanswecouldn’tearnmoneyinthattime.Inthefirstyearwelostalotofmoneyuntiltheendofnextyearwecouldmakeabreakeven.

Developingandgrowing,

Grossprofitinthefirstyearisabout200,000RMB,thefollowingyearwillincreaseto560,000RMBandwewillearnmoreandmore.

Inthefifthyear,wearegoingtouse5,000,000RMBtofindcooperatorsandexpandourmarket.

Untiltheendourbusinesswillbebetterandbetter.