business plandoc3.docx
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business plandoc3.docx
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businessplandoc3
中国矿业大学2011~2012学年第一学期
《当代商务概论》试卷(A)卷
考试方式:
开卷
学院外文学院
班级英语09-6班
成员向文昭邵玉菡马金丽裴希亮
组员1姓名向文昭
学号12095133
任务Section1andSection2
成绩
组员2姓名邵玉菡
学号12095115
任务Section3andSectio4
成绩
组员3姓名马金丽
学号12095113
任务Section5andSection6
成绩
组员4姓名裴希亮
学号12095221
任务Section7andSection8
成绩
SECTION1:
THEBUSINESSPROFILE
DescriptionofOurBusiness
WeplantoestablishadailychemicalcompanywithUS$1,000fromusfour(Andrew,Mary,PasloandJodie).ThenameofourcompanyisGraceDailyChemicalUnlimitedLiabilityCorporation,anditwillsituateintheindustrialparkofBoston,Massachusetts,U.S.A,covering10000squaremeters,in2012.Itisacooperativecompanywithinvestmentmainlyfromusfourpersons.TheregisteredcapitalisUS$1,000,anditisownedbythefourinvestors.Themainproductsofourcompanyarehairproductsandskincareproducts.Wewilldesigngoodproductstomeetthediversifiedneedsofdifferentcustomers.TheproductwillbedesignedandproducedinBoston,andthenbesoldmainlyinAmerica,andafterexpansionwhenwehavealargeshareinthedomesticmarket,weplantolapthemarketinChinaforitshugemarket.Themessageofourcompanyis“Grace,refreshyourlife!
”whichisareflectionofourcompanyofgivingcustomersaspecialcareviathespecialdailychemicalproductsofourcompany,andyourlifewillberefreshed.
MarketandCustomers
Wedevotedtoproducegoodproductstomeetthepersonaldemandofdifferentpeople.Thetechnologygroupofourcompanywillraisetheperfectsolutiontothehairproblemsofdifferentpeople.Wewillusethespecialproducttolapthenichemarket.Wehavetheanti-dandruffshampootohelpthecustomerstodealwiththestubborndandruff,wehavetheWaterembellishshampootoembellishyourhair,wehavetheNourishshampootogiveyourhairthenutritionneeded,andwehavetheAnti-pruritisShampootoprotectyoufromitching,andwealsohavetheRefreshingShampootoyourefreshedfromtiredness.Withthesespecialproductsandthecompetitiveprices,webelievewecanlapthemarketandgainsomemarketshareandfinallygainpopularityandwinreputationamongthecustomers.Afterexpansionwhenwehavealargeshareinthedomesticmarket,weplantolapthemarketinChinaforitshugemarket.Weshallfirstlyusethelowpricestrategyandlargescalesofadvertisementtopromoteourproducts,whenweenterthemarket,wewilltrytobuildourbrandinchinaandgraduallygainmoremarketshare,afterarelativelylongtermwhenthebusinessisstable,wewillthenbegintoraiseourpricetogainmoreprofit.
GrowthTrendsinthisBusiness
Themarketfordailychemicalproductsespeciallyshampooistremendous.Itisneededbyeveryoneforitisthedailynecessity,andthedemandofthisproductisreallygreatandstable.Sowethinkitwillprovideusanopportunitytoenterthisindustry,andthematureandstablemarketwillprovideusagoodandstableenvironmentwhichisgoodforacompanytogrowhealthilywithoutbigmarketturbulences.
SECTION2:
GROWTHPROGRAM
MajorCompetitorsandSolutions
AlthoughtherearesomebigcompetitorsofwhichthemostcompetitivethreatsareP&GandUnilever,theyaretheleadingmanufacturesinthisfield,butwealsohaveouradvantage,ourcompanyismuchsmallerthanthem,sowehavemoreflexibilityindesigningandproduce,wehavemoreadaptabilitytothemarket,wecanmeetthecustomersmoreprecisely,andwecanproducethemostsuitableproductsforthecustomers.Sinceweareaimingatthevariednichemarketorthesegmentationbyourspecialproductsanddifferentpeoplehavedifferentneedinpersonalcareproducts,wecanseizetheopportunityandgraduallylapthemarket.Becauseofthesmallerscaleofourcompany,themanagementcostismuchlowerthanthetwobigones,wecanalsoprovidetheproductsofsimilarqualityatamuchlowerprice.Inbrief,ourproductshavethecompetitivepowertolapthemarketandthengainprofit.
Expansion
Whenwewinthepopularityandreputationinthisfieldandhavegainedmuchmoney,wewillthenexpandourcompanytogeteconomicscaletoreducethecost.Inthisway,wewillhavealargeroomforprofit,what’smore,wemayhaveasayinthisfield,sothatwecanstandatapositivepositiontogainmoreadvantages.Weplantotakeoversmallcompanies,suchasastoretobeourretailer,orasmallmanufacturetobeoursubsidiary.Whenourcompanygrowslargeenoughandstrongenough,wewillmergerwithlargecompany.Thenwecanshareresourcesandgaineconomicscalethuswewillgainquickgrowth.
SECTION3:
ORGANIZATION
Anorganizationisacollectionofpeoplewhichexiststoachievecollectivegoalsandinwhichbehavioriscontrolled.Andweplantoformacorporationforourcompany.
Size:
weplantoestablishamedium-sizedcosmeticsmanufacturingcompany.Asweknow,thecompanysizebasedontheturnover,assetsandnumberoftheemployees.Ourcompanyisbeganasapartnership.Withitsdevelopment,therewillbemoreturnover,assetsandemployees,thenwetogetherwanttoturnitintoamedium-sizedinternationalcosmeticscompany.
Sector:
ourcompanyisaprivatesector,anditisownedbythepartnerstogether.
Activity:
ourcorporationisacosmeticsmanufacturingcompany,anditbelongstothesecondaryindustry.Itengagesinthecosmeticsmanufacturing.
Legalform:
ourcompanyisgoingtobeacompanywithalegalidentify.
SECTION4:
MARTING
Marketingisidentifying,anticipatingandmeetingcustomerneedsandwantsinamutuallybeneficialprocess.Itmustbebeneficialforbothsides;itinvolvesmeetingtheorganization’sobjectivesaswellasthecustomers’.
MarketandProductorientation:
Ourcompanyfocusesonthecustomerneedsandwants,andourstartingpointofthecompany’splanningiswhatcustomerswant.Ontheotherhand,thereisalsoaproductorientation.Itcanbesuccessfulifthereislimitedcompetition,butnowadaystherearetoomanycompetitioninthemarket.Andourcompanyneedtobemoremarketorientation.
MarketingMix:
thetoolsofmarketing
Firstly,IwanttostatethefourP’selementofthemarketingmix.
Price:
thepriceofagoodmaydependoncost,demandandelasticity,competition,government,objectivesandsoon.Andweplantobaseonthesefactorstofixtheprice.Sincemostofthecustomerspaymoreattentiononthepricewhentheychoicetheproducts,wehavetosubmittotheirconsumerpsychology.Accordingtodifferentcustomers,theirpaymenttermsandconsumerpsychology,wewilladjustourprice.Thepriceislikelytobehigherwhenthegoodisspecial,heavilybranded,distributedtoexclusiveoutlets,atthegrowthstageofthelifecycleortheformisfollowingaskimmingstrategy.Asforus,wearegoingtotryourbesttofundourownbrandimageandbemorecompetitiveinprice.
Product:
firstofall,wehaveletthecustomersknowwhattheproductsare,thenabouttheproductscatalogue.Andnexttherewillbemoreinformationabouttheproducts,suchastheuseandeffect.Aproductcanbeexaminedonthreelevels:
core,tangibleandaugmented.Thequalityofaproductdependsonitsperformance,features,easeofservicing,reliability,durability,aesthetics,economics,brandnameandeaseofmanufacture.Whatshouldwedoistoclarifytheconnectionamongthesefactorsandtoproducehigherqualityproductsandalwaystrytoimproveit,onlyinthiswaycanwebemorecompetitiveinthemarketandmonopolizemoreconsumer.
Promotion:
promotionisthewayforthemanufacturertoselltheirproducts,whichinvolvescommunicationabouttheproducts.Theobjectivesforthepromotionistomakeconsumersawaretheproducts,toremindandpersuadeconsumers.Asforourcompany,iturgentlyneedpromotiononourproducts.Usually,thereissomemethodsofpromoting.Suchas,salepromotion,advertising,personalselling,merchandising,brandingandsoon.Forthenewcompany,thebestwayforpromotionisadvertising.AndwearegoingtouseadvertisinginTVandinternet,andbillboardinthestreetsoranywhereelse.Thenmoreandmorepeoplewillknowourbrandandwecanuseanotherwaysforthepromotion,suchassalepromotion,personalselling,merchandising,packagingordirectmailing.
Distribution:
distributionishowtoselltheproducts,ortosayit’sachannel.Thechannelofdistributiondescribeshowthetitleofownershippassesfromthemanufacturertotheconsumer.Distributionhasconnectedwiththepromotion,whichincludesdirectdistributionandindirectdistribution.Indirectdistributionmeansthatthemanufacturerdirectlyselltheirproductstothebuyer.Onthecontrary,indirectdistributionmeansthatthemanufacturersselltheproductsthroughtheintermediaries.Inaddition,therearedistributionstrategies,whichisdividedintopushstrategyandpullstrategy.Therearethreetypeschannel,whichareExclusive,SelectiveandExclusiveWidespread.Andchoosingachannelbasesonthecosts,alternativesandtypeofproduct.Asforourcompany,wewillchooseaappropriatechannelfortheproducts.
Marketingplanning:
Marketingplanningmeansthatsetsmarketingobjectives,undertakesanauditofthefirm’spresentposition,developsandimplementsplanstoachieveitsobjectivesandsoon.Asforourcompany,it’sfairlynecessarytomakemarketingplanning.Whenundertakingthemarketingprocess,wewillsetcorporateobjectives,gatherinformation,assessexistingsituation,setmarketingobjectives,selectstrategy,implementandatlastreview.Andwewillobeythisprocesstoachieveourobjectivesstepbystep.Meanwhile,wewilladjustitdependsonthedevelopmentsi
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