第一组商学概论.docx

1、第一组商学概论The business plan ofStone Leather 商英二班第一组 组员：李英 张紫微 曾翠兰 何雨李英：Description of Proposed Business，Industry Analysis张紫微：Mission Statement and Core Values，Management Plan，Goods曾翠兰： Development and Production，Marketing，Global Issues何雨：Executive Summary，Financial Plan Description of Proposed Business

2、Our product is stone leather . Brand name is Grace. And our slogan is: “All from inspiration.”Design for stone leatherMarket origin: There is an increasing demand for leather which leads to the shortage of it . The crazy killing for animals and the damage of the environment show that there should be

3、 something to change the situation. And people now almost have a sense of environment.Thinking：The stones from mountains can be crushed and processed to become the simulation skin leather which can be attached to various beautiful lines. It can well replace real skin leather.Product:leather, furnitu

4、re like sofa chairsFeatures1. Its environmental. There is no killing, no pollution in the producing process. Whats more, its degradable and recyclable.2. Its practical. It is of long life and is more durable than other leather products.3. Its excellent. It has beautiful appearance and phenomenal tou

5、ch. Its of good quality but relatively lower price. It is of no poison and no smell.Consumer benefits1. Our products phenomenal quality can meet the consumer needs.2. Our product including design special packaging and concept can very well reflect a high taste.3. Our product can meet consumers sense

6、 of environment .4. Its relatively lower price attracts low-salary family.Target marketOur target is for mass market. The reasons are that the cheaper materials lead to the lower price of our product. So the low-salary family can also afford excellent furniture and at the same time , we also produce

7、 luxurious products.So we believe we have quite a large target market.Location and SellingOur company needs to locate near the mountain to collect materials.We process the stone to be leather. We sell leather and we sell leather product, too.Industry AnalysisPlayers in the industry can be divided in

8、to 2 parts: natural leather and alternative leather which contains reclaimed leather，artificial leather，synthetic leather and PU. But we believe that we can survive well depending on our unique advantages. As for our outlook, the leather products are continually popular these years. And the “green c

9、oncept is well accepted by modern people. Therefore the stone leather is promising. Mission statement and core valuesThe product aims to bring the “clean and green” concept to people, make their life more convenient, it is energy saving and more durable, it is also good- looking. We use the new conc

10、ept to make the product more fashionable and practical. The core values of our product is inspiration and honesty. Inspiration means creative, to produce something special and adapt to life changing, only it can make our product have a higher development, always be in the front stage. Honesty is the

11、 most important factor for the development, we should be honesty to consumer, we should open our heart. Consumer is our god.Our management plan1 We find the target market , for what kind of people , confirm the size and outlook, and the prize, which price are suitable to different consumer.2. The wo

12、rkers we employed will get a strict training. They are divided into many parts. Some are responsible for development , some are for make market plan.etc. we can make our product more professional , of a high quality, make our product more suitable to our life.Our goods and its advantages the “green”

13、 concept is well accepted by modern people. Nowadays people are more concerns about the quality and whether it is good for environment. It is no pollution in the producing process, it is more durable than other product with longer life. It is also no bad smelling.DEVELOPMENT &PRODUCTIONWe will use e

14、fficient way to promote our products. We can feature our business, negotiate for the lowest rates with suppliers, gather quotes, do some research of prime placement, and make well use of the most of our advertising dollar . Our stone leather will adapt to the development trend of global consumption,

15、 not only it has the application characteristics of natural leather, but can better reflect the taste and texture of life.MARKETINGOur marketing contains three main parts-pricing, distribution, promoting. When it comes to pricing strategies, we plan to cover mantissa pricing method, skimming pricing

16、 method, encouraged pricing method. Why do we choose these three methods? The reasons are various. If you see two same products, including their package, quality, for instance, but the price of one is 2000RMB, the other is 1991RMB. Which will you choose? I believe most of us will choose the one with

17、 lower price, the method of which is called mantissa pricing. And the skimming pricing method means that when pushing out new product, we will fix a lower price, however, with time goes by, the price will be gradually reduced. Introducing the encouraging pricing method is to give customers some bene

18、fits. For example, we will present various gifts on the basis of customers consumption level to encourage them to buy more. Meaningfully, all of the gifts are made by stone leather and all of the customers will receive a puppet, liking Olympic Mascot, which represent our product image!The way of dis

19、tribution in our store divide into direct selling or selling in department store, supermarket, furniture authorized store.Moreover, we decide to promote our products through advertising, product launch, sales promotion. To make the advertisement more effective but less cost, TV ads, Internet ads new

20、spaper and magazine will be combined in operation. Besides, in our store, the product launch events are unique, product background, market analysis, concept and planning, processes of marketing activities, media outreach program, after-sales tracking included. Except that, we promise to involve diff

21、erent sales promotion, such as, draw a lottery discount, giving as a present, offering special service, members rewards program. GLOBAL ISSUESTo increase our sales volume and profit, we decide to expand our products to foreign countries.We, however, will definitely meet much international challenges

22、, such as:1. Many other companies use real leather.2. Leather products are in short of supply.3. Price is increasingly higher.So, how will we solve these international issues?1. Our products chose the common stone which will save the cost, so we can lower our unit price.2. We will improve our produc

23、ts quality. 3. Our material is environment-friendly, degradable, recyclable, reuse, its life is longer, more durable than ordinary leather making, can be at used for more than 8 years without ruffling.4. We will improve our services, including pre-sale, sale, after-sale. Executive SummaryWith the im

24、provement of peoples demand and desire for a better leather, we plan to establish a shop, which named Grace ,to sell stone leather .Our shop is near the mountain to get the materials better. Our products are face to mass market and we will cooperate with department store, supermarket and furniture a

25、uthorized store to sell our products better. The first two years we plan to make up for the lose and next five years we are ambitious to expand our business to the world .Financial PlanBefore setting up the company,Firstly, we need to cost 1,000RMB to acquire business certificates and find a place n

26、ear to the mountain which has many high-quality stones and better for us to get materials. About the budget,it will cost our money about 10,000RMB.Then,we should spend about 20,000RMB in decorating our company except 39,000RMB for equipments.Besides, we need to 10 employees contain an expert to help

27、 us run our business. Therefore, we have to pay 4,000RMB for per employee every month but not include the expert . The expert is our core member who needs double salary than others.Finally, the rent will make us pay 5,000RMB every month.Running the company,We will take some measures to promote our p

28、roduct such as product launch, sales promotion and advertising which includes TV ads ,Internet ads ,Newspaper and magazine, all of these will cost respectively 20,000RMB, 1,200RMB and 23,000RMB at the outset.Every month we need pay for salary 440,000RMB, 5,000RMB for rent fee and about 100,000RMB fo

29、r the three months materials . Whats more, we will hold many promotion activities to attract more customers in the first three months . That means we couldnt earn money in that time. In the first year we lost a lot of money until the end of next year we could make a break even.Developing and growing,Gross profit in the first year is about 200,000RMB, the following year will increase to 560,000RMB and we will earn more and more.In the fifth year, we are going to use 5,000,000RMB to find cooperators and expand our market .Until the end our business will be better and better.