论文BE08302周骁.docx
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论文BE08302周骁
RunningtheTennisandBadmintonShop
姓名：
周骁
班级：
商务英语08302
指导老师：
胡新莲
ForeignLanguagesDepartment
WuhanInstituteofTechnology
December，2010
Content
1.Introduction………………………………………...…………...…………………3
2.ProblemAnalysis…………………………………………..….……….………….3
2.1RiskManagement……………………………………...……………………3
2.1.1RiskAnalysisTable………………………….……..……………...3
2.1.2RiskResponseTable……………………….………..…………….4
2.2SWOTAnalysis…………………………………….…………..……………4
2.3.1.Strengths…………………………………..……….……………...4
2.3.2.Weaknesses………………………………..……….……………...4
2.3.3.Opportunities…………………………….….…….……………...5
2.3.4.Threats……………………………………..……….……………..5
3.Costing………………………………………………………..……….……………5
3.1VariableCost……………………………………………..…….……………5
3.2FixCost…………………………………………………..…….…………….5
3.3Products…………………………………………………..…….……………6
3.4BreakevenPointandProfitMargin……………………..….……………...7
4.Planingtheproject……………………………………………..…….……………7
4.1Marketingresearch………………………………………..….……………..7
4.1.1Searchtherelatedinformation…………………………………...7
4.1.2Designthequestionnaire………………………………………….8
4.1.3Administeringthequestionnaire……………………………….…..8
4.1.4Analysisofthequestionnaire……………………………………..8
4.2ActionPlan…..……………………………………..…………….………….8
4.3Flowchart………………………………………….…….……….………….9
4.4Thelaterpartofthemanagementplan……….……………………..…...10
5.Conclusion……...……………………………………...………………………….10
Appendix……………………………...…………………………………………….11
1.Introduction
MyprojectistorunaTennisandBadmintonShopnearbySouthCampusofWuhanInstituteofTechnology.Andwewillwinthemarketthroughgoodserviceandreasonableprice.
Todayalotofpeoplehavepaidmuchmoreattentiontotheirhealth.Sothephysicalexerciseisbecomingmoreandmorepopular.Especiallyforthecollegestudents.Ontheonehand,theyhavealotofsparetimetodotheirfavoritesports.Ontheotherhand,physicalexerciseisgoodfortheirhealth,mostimportantofall,judgmentandself-confidentcanbedevelopedbyphysicalexercise.Afterthesurvey,wehavefoundthattennisandbadmintonarequitepopularamongthem.Sothefutureforourprojectisverypromising.
2.Problemanalysis
2.1Riskmanagement
2.1.1Riskanalysistable
Risk
probability
Impact
Score
Upongoinglive,thenewprojectdoesnotworkproperly,andthecustomerordersstartbackingup
Medium
high
High
Theprocessoftheprojectisslow,andthecostisraising
Medium
High
High
Thenewstaffcannotworkproperly,theproductscannotbesoldout
Medium
Medium
Low
Thepriceoftheproductistohighandfewcustomerscanbythem
Medium
Low
High
Anothershopisopenednearours,
Low
Medium
Low
Customerscomplainaboutourproductsqualityandthenumberofcustomersisgoingdown
Medium
High
High
Theshopisundertheedgeofbankruptbecauseofthefinancialproblem
Medium
Low
High
Thecustomerisdissatisfiedwiththeserviceofourshopandwillnotbyourproducts
Medium
Medium
Medium
Thetimeofthedeliveryisalwaysdelaysothatwehavenotproductstosell
Medium
Medium
High
2.1.2Riskresponsetable
Risk
Risktype
Riskplan
Contingency
Theprocessoftheprojectissoslowthatthecostingisrising
Avoidance
Plantheprojectcarefullyandimprovetheprocess
Makethebestofthetimeandsearchthedatacompletely,improvetheprocess
Anothersimilarshopisopenednearbyours
Acceptance
Usecontingencyplan
Improvethegoodqualityandgoodserviceourproducts
Thenewstuffcannotworkproperly,theproductscannotbesoldout
Avoidance
Newtrainingorhireanotherone
Hireatrainingfirmtotrainthestufforhireanewstuff
Customerscomplainaboutourproductsqualityandthenumberofcustomersisgoingdown
Mitigation
Findthereasonandavoidittothesmallest
Hireaexperttofindthereasonoftheproductsandavoidithappenedagain
Thetimeofthedeliveryisalwaysdelaysothatwehavenotproductstosell
Mitigation
Givethedeliverydepartmentenoughtime
Ifthegoodsisshort,calledthedeliverydepartmentaweekaheadgivethemenoughtimetodoit
Theshopisundertheedgeofbankruptbecauseofthefinancialproblem
Acceptance
Usethecontingencyplan
2.2SWOTAnalysis
2.2.1Strengths:
●Highqualityproductinmarketandgoodservicesintheshopcanattractmuchmorecustomers.
●Customerfeedbacksystemcanimproveourservicesandhelpustodothejobbetter.
●Goodlocation,nearbythreebigcolleges,suppliesalargeamountofcustomersforus.
●Reasonablepriceswillbeacceptedbythemostcustomers
2.2.2Weaknesses
●Theshopissmallandsometimescannotsatisfiedthetopgradecustomers
●Thelackoffinancialsothattheresistancetotheriseisweak,itquiteeasytogobankrupt
●Someoftheprocessandsystemoftheshopisincompletely
●Lackofreputationatthebeginning,itisanewshop,sotherearefewpeopleknowit,itisdifficulttomakeprofitatthestart
2.2.3Opportunities
●Alotoftheyoungandoldpeoplelovethesportssothatithasquitelargecustomer.
●Farawayfromthedowntown,therentislow.
●Nearthecampussoitiseasytofindstudentstodothejob
2.2.4Threats:
●Havenotenoughmoneytomaketheshopbiggertoattractionsometopgradecustomers
●Weathereffects,customerscannotplaythesportsinthewindyorrainingdayoutside
●Therearesomesupermarketssoldtheproductsthatsimilartoours,whichmaybringsomeothercustomersawayfromus.
3.Costing
3.1Variablecosttotalcostis1170RMBRMB
●Questionnaire（printing）20
●Advertising20
●Leaflets（fourpeopleatfourdifferentplace）250
●Maintenance（amonth）300
●Miscellaneouscost（amonth）30
●Contingencies100
●Training250
●Salestax200
3.2Fixcostthetotalpriceis6650RMBRMB
●Location（rentalamonth）1500
●Utilities50
●Loyaltyfee300
●Taxes100
●Laborcost1800
●Mortgage2000
●License300
●Postersintheshop150
3.3Products:
Racketsfortennis
Pattern
Unitprice
Number
Salesprice
Totalprice
Totalprofile
Grade
300
5
400
1500
500
250
5
300
1250
250
200
5
250
1000
250
Medium
150
20
190
3000
800
120
15
150
1800
450
100
15
130
1500
450
Low
85
20
110
1700
500
70
20
85
1400
300
50
20
60
1000
200
Racketsforbadminton
Pattern
Unitprice
Number
Salesprice
Totalprice
Totalprofile
Grade
200
5
250
1000
250
120
10
160
1200
400
90
10
120
900
300
Medium
75
20
100
1500
500
60
20
80
1200
400
50
20
65
1000
300
Low
40
30x2
55
1200
450
30
30x2
40
900
300
24
30x2
30
720
180
Tennis
Pattern
Number
Unitprice
Totalprice
Salesprice
Totalprofit
Grade
100
20
2000
35
1500
Pattern
200
10
2000
20
2000
Low
1000
3
3000
5
2000
Badminton
Pattern
Number（bucket）
Unitprice
Totalprice
Salesprice
Totalprofit
Grade
30
60
1800
80
600
Medium
40
40
1600
60
800
Low
60
20
1200
30
600
3.4BreakevenPointandProfitMargi
n
Cost/Revenue
Totalrevenue
Totalcost
Profitmargin
LossVariablecost
Fixedcost
BreakevenpointInventory/Sale
4.Planningtheproject
4.1Marketingresearch
4.1.1Searchingtherelatedinformation
Inordertomakeagoodpreparationforthemarketingresearch,Isearchedtherelatedinformationthroughtheinternetandthebooksinthelibrary.Theseinformationisaboutthepriceoftheracketsandtheballs,theirperformance,thelifetimeofabadminton,theadvantageanddisadvantagetoplaythegames.thebasiccosttorunabadmintonandtennisshop.
Ihavealsowalkedaroundtheten-mileradiusofourcollegeandfoundthattherearemorethan15tenniscourtsin6differentplacesAndtherearemorethan20badmintonvenuesindoorinourcollege.sothemarketispromising.
4.1.2Designthequestionnaire
Ispenttwodaystodesignthequestionnaire.Afterdefiningtheobjectivesofthesurvey,determiningthesamplinggroup,Ihavefinishedthequestionnaire.
4.1.3Administeringthequestionnaire
Iprinted100piecesofquestionnaires.ourmaincustomeristhecollegestudents.soIsurveyed70studentsand30theotherpeoplenearbyourcollege.
4.1.4Analysisoftheresult
80%oftherespondentslikeplayingbadminton.37.5%ofthemarelearningplayingtennisbutcannotplayitwell,23.5%oftheotherswanttoplaytennisbuthavenoonetoteachthem,andsothepotentialmarketisquitebig.
Themoneytheyarewillingtospendonthesportsisbetween50RMBto200RMB.
4.2Actionplan
Planning
Description
Owner
Marketingresearch
Questionnaire,throughtheinternetandsomerelatedbook
LiuXuandZuoFangying
Findthelocation
Walkedaroundourcollegeandsearchtheinformation
LiuXu
Maketheriskmanagementtable
Surfingtheinternetandreferencingmyself
LiuXu
Costestimate
Throughtheinternetandasktheexpert
LiuXu,theexpert
Settlementofthecost
Grantfromthebankandborrowfrommyparentsandfriends
LiuXu,thebank,myparentsandmyfriends
Negotiateandsignrentalagreement
LiuXu,thecontractor
Applyforthelicense
Findthegovernorsandnegotiatewiththem
LiuXu,thegovernors
Ordertheproducts
From
LiuXu,myfriends,suppliers
Recruitnewstaffs
TwoofthemisOk
LiuXu
Advertisement
Byissuingleafletsandsendingtheinformationthroughtheinternet
LiuXu,thestudents,someofmyfriends
Publicizetheopeningofnewshop
Threemonthlater
LiuXu,myparentsandso
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