财管GU文档格式.docx

财管GU文档格式.docx

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（3）Emergenceofthedevelopingmarkets.

Diamondexpandstothedevelopingcountries,therearemanyroomsformassiveexpansionandtherehavemanyupwardssubscribers.LikeChina,whichispotentialthelargestglobaltelecommunicationsmarket.

（4）Clearfocusinitscoremarket.

Diamondisworkedwithsomeelectronicscompaniesandnetworkoperators,anditwasreorganizedinto7corebusinessarea,thesehelpDiamonddevelopproductanditscustomerserviceisspecificallymeet.Diamondcontinuestoinvestmoremoneyinitsproductresearch,ithasaclearerfocusincoremarket.

Weakness:

（1）Levelsofinvestmentrequiredinresearchanddevelopment.

Diamondinvestsalotofmoneytodoresearch,thereexitagreatrisk,becauseeventodothisresearch,theresultofthisexpansionisunknown.

（2）Susceptibilitytoglobaleconomicconditions.

Asatelecommunicationcompany,Diamondseekstoexpand,itiseasyaffectedbyglobaleconomicchanges.Diamondsalesmoreproductsinworldwideboom,butsaleslessproductsduringeconomicdownturn.

（3）Highlycompetitivemarket.

DiamondexpandstoChinesemarket,butthereexistintensecompetition,becausetherearemanymanufacturersandnetworkprovidersalreadyhavingpresenceandmorethan25largefirmspreparestoenterChinesemarket.

（4）Limitedproductmix.

Diamondisproductandsaleitsownproduction,butitsserviceisnotgood,andlackingofelectronicsandnetworktechnologies.

Q1

PossiblesourcesoffinancethatDiamondcouldaccessasitseekstoexpanditsbusinessoperations

（1）Partnershipworking.

WhenDiamondseekstoexpand,itwillinvestcapitalandreceivesignificantinvestmentincooperationprojectanditcouldaccesspossiblefinancethroughitspartnershipbysharingtheirinvestmentcosts.Butitalsoshouldshareandcarrytheriskswiththesecooperationprojectswhenpartnerencountersfinancialdifficulties,whichcancreateliability.

（2）Governmentfunding.

GovernmentcouldhavesolutionstohelpDiamondaccessthepossiblefinance,suchasstimulatingeconomicactivitywhichcanprovideadditionalfundsforDiamondwithouttakingonadditionalrisk.ButitcouldhavelimitingforDiamond,becauseitisinvariablybringsconditionsforallocationandretentionoffinance.

（3）Additionalshareissue.

WhenDiamondseekstoexpandbutithaslimitedcapitaltodoinvestment,theirmanagerswillissueadditionalsharestogainsourceoffinance,becauseitiseasytogenerateadditionalfunds.ButitmaydilutecontrolandmakeDiamondsusceptibletoitscompetitors,becausetheyhavesignificantpossibilitytobuyshares.

（4）Saleofassets.

WhenDiamondhavenotenoughmoneytoexpand,itsmanagerscouldsalenotcommonlyusedequipmentormachinestoaccessfinance.BecauseitmaygenerateadditionalfinancewhichwithoutgeneratingsignificantriskanditmayasanopportunityletDiamondhasmorefocusonitscorebusiness.ButthiswaymayalsomakeDiamondvulnerablebecauseitisseenasmarketweaknessastheyseektoraisefinance.

Q2

Explainhowtheinformationboththeshareholderandorganizationcanmeettherequirementsofeachofthesestakeholders.

（1）Dividend:

Dividendisprovidingameasureofpotentialreturnonanyinvestmentortojustifytoshareholdersthevalueofenteringapartnershipagreement.ItisclearthatDiamond’sdividendisrisingeveryyear,eventheprofitonordinaryactivitiesaftertaxin2008isnotthehighest,butthedividendisthehighest,itshowsthatDiamondisattachinggreatimportancetothestakeholders,especiallytheshareholders.

（2）Profitability:

ProfitabilityistoprovideameasureofthefinancialperformanceoftheDiamondandasakeyorientedforinvestmentorthetermsoftheworkingpartnership.ItshowstheoperatingresultsoftheDiamond.In2009,theoperatingprofitis£

213million,itshowsthatoperatingprofitisnolongerincreasing,andthelineoperationisnotdominant,andthecompetitionisincreasing.

（3）Turnover:

Turnoveristoprovideindicatorsofproductivityandefficiencytoinforminvestmentdecisionsandpartnershipagreement.Betweentheyearof2005and2009,turnoverofDiamondiscontinuallyincreasing,itshowsthatDiamondisdevelopingbetterandbetter,marketdemandandqualityrequirementsarerising,thebrandofDiamondisrecognizedandaccepted,whichareshareholdersandstakeholderswanttosee.

（4）Marketshare:

Marketshareasthebasisforestablishingtherisksassociatedwithaninvestmentortoinformpartnersofmarketadditionalapartnershipagreementcouldbring.ItshowsthatDiamondhasmorepartners,itwilltakeupmoremarketshare,andtheycansharethecapitalandtechnologies,expandthemarkettogether.

Q3

ExplainthepossibleeffectsthatexpansionintotheChinesemarketcouldhaveupontheprofitabilityofthebusiness.

（1）IfDiamondisplantoexpandandenteringChinesemarket,itneedstoinvestlargeamountsofmoneywhichcouldadverselyaffectprofitability.

（2）Thedevelopmentofaprojectwhichfromtheinitialinvestmentturnsintoprofitablereturnmaybeashorttermimpact.

（3）ItmaynotmaketheoriginalinterestdeclineanditmaymakecontinuallylongtermincreaseinprofitabilitywhichbasisgiventhepotentialforexpansioninlongtermthatexistsinChina.

（4）DiamondmayhavetoborrowalotofmoneytodevelopChinesemarket,anditcouldhavenegativelyimpactuponitsprofitability.Ononeside,theinterestofloanisveryhigh,Chinaasanewmarketwillhavealong-terminvestment,andthereturnofitisreallyslow.Ontheotherside,therearethreecompaniescornertheChinesemarket,whichareChinaUnicom,ChinamobileandChinaTelecom,soDiamondentertheChinesemarkethasagreatrisk.

（5）DiamondasanewentrantsisunfamiliartotheChinesecustomers,andinthebeginningitisdifficulttogeneratesufficientrevenuetogenerateaprofitinChineseoperations

Marketing

*分析钻石与其他公司建立合作关系带来的优势和劣势。

Advantages:

（1）Improvingtheprofitability.

InvestmentcooperationwithHuaweithatDiamondhasthemostadvancedproductionequipmenttomeetthehugedemandofChinesemarketandthelowerunitcosthelpDiamondmakemoreprofits.

（2）Betteraccesstonewmarkets.

Chinahastheregulatorycomplexitiesofoperatingandsignificantculturaldifferences,soitispracticallyessentialworkinginpartnershipwithHuaweitomeetthelocalneedsanddemandsoftheChinesemarket.

（3）Developmarketcutting-edgeproduct.

DiamondhascontinuousinnovationofnewproductandworkingwithSiemensandNokiatoprovidethemostcutting-edgetechnology.

（4）Improvethereputationoftheorganization.*****

Diamondisactivelyseekstopromotesocialresponsibilityandenvironmentalsustainability,andtheyalsohaveacomprehensivemobilephonesrecyclingscheme.

Disadvantages:

（1）Conflictofinterest.

Diamondwascorporatewithmanycompany,likeSiemensandHuawei,theysharedprofitsoitiseasilyhasconflictofinterest.

（2）Financialpressure.

AfterDiamondwascorporatewithHuawei,Diamondhasinvestedalotofmoney,andDiamondstillneedtoraisefreshfinanceiftheywantafurtherexpansion.

（3）Politicalandculturaldifferences.

TherearemanyculturaldifferencesandpoliticaldifferentinChina,itmakesDiamonddifficulttoenterChinesemarket.

2.4Ps可以怎么做？

（每个P不少于2点）

Place:

（1）Diamondcansetuponlineshop,customersbuyproductsinonlinemallandfreetoexperienceitsinternetandcomputertechnologyintime.Youngpeoplearemorelikeonlineshopping.itcanattractmorecustomersandincreasemarketshare.

（2）Diamondcanthroughthecooperationchannelstosellitsdifferentproducts,becauseDiamondhasmanypartners,likeHuaweiinChinesemarketandthroughthesechannelstoexpandChinesemarket.

Price:

（1）DiamondcansetSegmentedPricing.Forstudents,Diamondcanlaunchlow-coststudentpackages.Andforbusiness,setahighercostbusinesspackages.

（2）DiamondcanalsosetaPenetrationPricinginruralareas.Diamondcansetatapricelowerthantheeventualmarketprice,andwhencompetitorreducedpriceofproducts,Diamondisalsosetlowerpriceofitsproduct.

Promotion:

（1）LeteverycustomerregisterandbecomeamemberofDiamond,whentheyconsume¥

2000ayear,Diamondwillgivecustomers¥

50telephonefarepermonth.Anditisalsoencouragescustomerstoconsume.

（2）Diamondcanestablishbrand’sanniversarycelebrationorScienceandTechnologyFestival.Diamondcancarryoutapreferentialpolicytoattractalargenumberofconsumersduringtheactivities,andtoimprovetheturnoverofthecompanyeffectively.

Product:

（1）Diamondcansetamobilephonegameexperienceservice,includingofferrichgameresources,colorfulgamepictures,letthecustomerhaveanexcellentgameexperiencesanditimprovestheproductservices.

3.公司可以使用哪些不同的调研方法来维系客户？

（不少于4个方法，并结合公司解释每个方法）

Depthinterview:

TheoldcustomersandloyalcustomerscanbetterunderstandtheproductsandserviceoftheDiamon