business plansecondary goods and services market.docx
- 文档编号:11561940
- 上传时间:2023-03-19
- 格式:DOCX
- 页数:24
- 大小:724.32KB
business plansecondary goods and services market.docx
《business plansecondary goods and services market.docx》由会员分享,可在线阅读,更多相关《business plansecondary goods and services market.docx(24页珍藏版)》请在冰豆网上搜索。
businessplansecondarygoodsandservicesmarket
TableofContents
I.ExecutiveSummary1
II.BusinessBackground2
III.MarketingPlan7
IV.FinancialProjections13
V.ActionPlans17
VI.Appendix19
.ExecutiveSummary
1.CompanyBasicInformation
TianjinOutSpaceServiceCompanyisaTianjinbasedstart-upcompanydedicatedtodevelopingcampussecond-handgoodstradingthatwillbeusefultothestudentsinthecampustoprocesssecond-handgoods.ThecompanyisestablishingaunifiedcampusinthesecondarymarketatallcollegesanduniversitiesinTianjin.
ThecompanylocatedintheTianjinDagangDistrictTianjinForeignStudiesUniversitycampus.Thecompanywasformedin2012andcurrentlyhas12employees.Thecompany’smanagementteamconsistsof4people.TheManagementorganizationcomposedbytheGeneralManager,FinanceDepartmentandMarketingDepartment.Themembersoftheboardofdirectors includingSinlinLiu,YangBai,WenbingYangandKurban.Thecompany‘smanagementteamconsistsofpeopleexperiencedinmanagementandmarketing.
2.MainBusiness
Themainbusinessofthecompanyistocollectallkindsofuseditemssuchasaudiobooks,computers,communicationproducts,electricalappliancesandfurniture,electronicproducts,clothing,etc.Andthenafterrefurbish,repairandmaintainthegoods,wesellthegoodsatappropriateprice.
3.IndustryAnalysis
Todayourcountryadvocatetoestablishaconservation-orientedsociety,ouruniversityshouldfollowthisproposaltoestablishamoreeconomicalcampus.TianjinOutSpaceServiceCompanyisestablishedinsuchafavorableenvironment.Wasteofuniversityresourceshasbecomethefocusattentionofuniversityadministrators.Manycollegesanduniversitiesencouragestudentstouserecyclingbooksandotherhouseholditems.Andthisprovidesusalargepredictablemarket.
4.MarketingPlan
(1)Definethemarketingplanby4Ps(product,price,promotion,place).
(2)UseaSWOTanalysistoanalyzethemarketcircumstances.
5.FinancialProjections
TheFinancialprojectionsincludefinancialdatainthefirstyeartothefifthyear,taxrate,preferentialpolicy,projectedprofitandlossstatementandprojectedcashflow.
6.ActionPlans
Itconsistsofoperationplan,managementplanandcontingencyplan.Theseincludeactivitiessuchas:
employeehiringandmanagement,ensuringthatproductiontakesplaceasplanned,providingcustomerserviceandsupportafterthesale,dealingwithachangingbusinessenvironment.
.BusinessBackground
1.CompanyInformation
TianjinOutSpaceServiceCompanyisdedicatedtodevelopingcampussecond-handgoodstradingthatwillbeusefultothestudentsinthecampustoprocesssecond-handgoods.ThecompanyisestablishingaunifiedcampusinthesecondarymarketatallcollegesanduniversitiesinTianjin.
ThecompanylocatedintheTianjinDagangDistrictTianjinForeignStudiesUniversitycampus.Andtheshopareaofourcompanyisabout60squaremeter.Thereare4assistantsatthestore.Thecompanywasformedin2014andcurrentlyhas12employees.Thecompany’smanagementteamconsistsof4people.TheManagementorganizationcomposedbytheGeneralManager,FinanceDepartmentandMarketingDepartment.Themembersoftheboardofdirectors including4people.Thecompany‘smanagementteamconsistsofpeopleexperiencedinmanagementandmarketing.
2.TheProductandServiceOurCompanyWillProvide
Themainbusinessofthecompanyistocollectallkindsofuseditemssuchasaudiobooks,computers,communicationproducts,electricalappliancesandfurniture,electronicproducts,clothing,etc.Andthenafterrefurbish,repairandmaintainthegoods,wesellthegoodsatappropriateprice.
Hereisthelistofourmainproductsandservice:
(1)Necessaries:
waterdispenser,bicycle,electricfan,lamps,stationery,blankets,hairdryer,patchboard,etc.
(2)Books:
Textbooks,referencebooks,testdata,novels,magazines,etc.
(3)Computers:
Desktopcomputers,laptops,scanners,computertables,computersoftware,headsets,printers,audio,camera,mouse,keyboard,etc.
(4)ElectronicProducts:
Mobilephones,chargers,Electronicdictionaries,videomachines,radios,cameras,CDplayers,flashdisk,mobileharddiskdrive,MP3,etc.
(5)SportsProducts:
Sportsshoes,sportswear,sportsgoggles,racket,fitnessequipment,fitnesscards,etc.
(6)LettingAgent:
Long-termandshort-termrentalhousing,leasehouseforstudents,etc.
(7)Part-timejobAgent:
Providingaplaceforstudentstofindaparttimejob.
3.IndustryAnalysis
Todayourcountryadvocatetoestablishaconservation-orientedsociety,ouruniversityshouldfollowthisproposaltoestablishamoreeconomicalcampus.TianjinOutSpaceServiceCompanyisestablishedinsuchafavorableenvironment.Wasteofuniversityresourceshasbecomethefocusattentionofuniversityadministrators.Manycollegesanduniversitiesencouragestudentstouserecyclingbooksandotherhouseholditems.Andthisprovidesusalargepredictablemarket.
(1)MarketSegment
Tianjinisacityhasalargenumberofcollegesanduniversitieswhichmakeourcampussecondarymarkethasabroadprospects.However,differentuniversitieshavedifferentcampuscultureandlifestyle.Thesedifferencesmaydeterminethedefinitionofthemarketdemandandourclassificationoftargetmarket.
Tosolvethisproblem,wesegmentthemarketbasedonourmarketresearch.Wehavetwodifferentstandardsformarketsegmentation.OnebasedonthemonthlyexpensesandlocationinTianjinofthecollegestudents.TheotherbasedontheconsumerstypeandlocationinTianjin.
A.ThemarketsegmentbasedonthemonthlyexpensesandlocationinTianjinofthecollegestudents.
Table1TianjinCollegeStudentsInvestigationSituation
500andbelow
500-800
800-1100
1100andabove
Hexidistrict
90
85
77
50
Nankaidistrict
91
93
80
53
Xiqingdistrict
89
90
79
43
Dagangdistrict
95
84
80
40
Sum
365
352
316
186
Accordingtothemarketsegment,studentshaveexpensesunder500yuanamonthhaveasignificantpreferenceforsecond-handgoods.Thestudentshaveexpensesbetween500to800yuanamonthalsohaveapreferenceforsecond-handgoods.Andthestudentshaveexpensesabove1100yuanamonthmaynotveryinterestinthiskindofgoods.
Figure1StudentsMonthlyExpenses
B.ThemarketsegmentbasedontheconsumerstypeandlocationinTianjin.
Table2ConsumerResearch Status
Hexidistrict
Nankaidistrict
Xiqingdistrict
Dagangdistrict
Teachers
5%
10%
3%
1%
Students
90%
95%
98%
87%
Residentsnearbythecolleges
13%
20%
23%
7%
Accordingtothetable,collegestudentsarethelargestmarketofsecond-handgoods.Combinedwiththemarketsegmentsbasedoncollegestudentsmonthlyconsumption,itcanprovidethemosteffectiveinformationtodefineourtargetmarket.
(2)Definetargetmarket
Accordingtothedifferentstandardofmarketsegment,wedefineourtargetmarketatthecollegestudentswhichhaveexpensesunder800yuanamonth.Weanalysisthecharacteristicsofthetargetmarkettolaythefoundationforthetargetmarketstrategy.
A.Motivesofstudentsbuysecond-handgoods.
Table3MotivesofStudentsBuySecond-handGoods
Grade
Motives
Freshman
Sophomore
Juniors
Seniors
Thrift
20%
25%
3%
2%
Necessary
20%
25%
50%
60%
Cheap
35%
35%
20%
28%
Practical
25%
15%
27%
10%
Afteranalysisthedatawegetfromthequestionnaire,wecanseemoststudentsbuysecond-handgoodsisduetotheirownneeds.Therearealotofstudentsbuysecond-handgoodsbecauseofit’scheapandpractical.Specificconclusionscanbedrawnfromthispicturebelow.
Figure2MotiveAnalysisofTianjinCollegeStudents
B.Theuniversitystudents'proportionofconsumption.
Accordingthestudentsconsumptionandlifestylesurvey,contemporarycollegestudentshaveastrongconsumptioncapacity.Theaverageexpenditurepersemesteris4819yuan.Thespecificcircumstancesareinthefollowingchart.
Table4TheUniversityStudents'ProportionofConsumption
Items
MonthlyExpenses
Foodexpenditure
Studyexpenditure
Entertainmentexpenditure
Otherexpenditure
500andbelow
90.3%
4.5%
1.1%
4.1%
500-800
85.7%
6.3%
4.4%
3.6%
800-1100
78.4%
10.3%
6.1%
5.1%
1100andabove
66.4%
14.9%
11.5%
7.2%
.MarketingPlan
1.MarketingAnalysis-SWOTAnalysis
InternalFactors
ExternalFactors
Strengths
1.Perfectplatformtogatherinformationofsecond-handgoodsinTianjinUniversities.
2.Hirepart-timeStudentstoreduceoperatingcosts.
3.Qualityservicegetagoodreputationamongstudents,ithelptoexpandthemarketandreducemarketingcosts.
4.Targetmarketisveryconcentrated.
Weakness
1.Targetmarketissmallandtheconsumergroupsaresingle.
2.Becauseit’sthestudent-sponsoredsecondarymarket,it’shardtoattractinvestment.
3.Mostofthemanagersarestudentsandtheyarelackofmanagementexperience
4.Lackof relatedknowledgeandtherearelotsofmanagementproblems.
Opportunities
1.CurrentlythereisnosecondarymarketforcollegestudentsinTianjin.
2.Secondarymarketisestablishedbasedoneconomicalpurposeandtoconvenientstudents' dailylife.Itwillbewelcomedbystudents.
3.Savethe cost forstudentsinTianjin.
4.Ourcountryencouragescollegestudentstostarttheirownbusinessesandtherearesomepreferentialpolicies.
SOStrategy
1.Propagandabyallkindsofmedia,mainlythroughadvertising,leafletsandtheuniversitywebsite.
2.Establishgoodpublicrelations.
3.Ourstoremeanttoprovideservicetocollegestudentsandestablisheconomicalcampus.
4.Getthesecond-handgoodsinformationinthefirsttimebyhiringcollegestudents.
WOStrategy
1.Makesegmentationtothetargetmarket,providedifferentserviceforfreshmenandolderstudents
- 配套讲稿:
如PPT文件的首页显示word图标,表示该PPT已包含配套word讲稿。双击word图标可打开word文档。
- 特殊限制:
部分文档作品中含有的国旗、国徽等图片,仅作为作品整体效果示例展示,禁止商用。设计者仅对作品中独创性部分享有著作权。
- 关 键 词:
- business plansecondary goods and services market
链接地址:https://www.bdocx.com/doc/11561940.html