哥倫比亞的定制鞋零售商商業(yè)計(jì)劃書
發(fā)布時間：2024-03-23 09:33
本文旨在通過運(yùn)用在ESIC和SISU的國際商業(yè)與管理碩士(IMBA)項(xiàng)目期間習(xí)得的所有知識,制定商業(yè)計(jì)劃框架,提高項(xiàng)目可行性,最終項(xiàng)目能在未來某天落地。如今,不同行業(yè)對大規(guī)模定制產(chǎn)品的需求正在增加,哥倫比亞數(shù)字化工具逐步發(fā)展,互聯(lián)網(wǎng)速度不斷增加。作者發(fā)現(xiàn),在哥倫比亞市場存在著一個商機(jī),即定制鞋服務(wù)。該項(xiàng)目將分兩個階段進(jìn)行。第一階段在波哥大施行,該階段需一年半時間;第二階段公司將會把業(yè)務(wù)擴(kuò)展至哥倫比亞其他城市(麥德林、卡利、巴蘭基亞和布卡拉曼加)。本項(xiàng)目將制定企業(yè)社會責(zé)任計(jì)劃,借此回饋更多的人�！捌髽I(yè)社會責(zé)任”計(jì)劃旨在為哥倫比亞偏遠(yuǎn)地區(qū)(如瓜希拉)貧困家庭的孩子提供校鞋。經(jīng)過對商業(yè)模式進(jìn)行分析,我們認(rèn)為未來五年項(xiàng)目的滲透率能達(dá)到15%(社會地位4、5和6),收益可達(dá)2700萬美元,凈利潤可達(dá)300萬美元,內(nèi)部收益率達(dá)37%。
【文章頁數(shù)】：146 頁
【學(xué)位級別】：碩士
【文章目錄】：
Acknowledgement
摘要
Abstract
Chapter One Introduction
1.1 Background
1.2 Current Status
1.2.1 Colombian fashion market:
1.2.2 Footwear industry
1.3 Research implications
1.3.1 Theoretical implications
1.3.2 Practical implications
1.4 Research contents and methods
1.4.1 Research contents
1.4.2 Research methods
Chapter Two Literature Review
2.1 Literature review (applied to the new venture, academic literature used to frame the project)
2.1.1 E-commerce
2.1.2 Digital marketing
2.1.3 Customized products
2.1.4 Shoe Retailers
2.1.5 Corporate Social Responsibility (CSR)
2.2 Models/concepts/frameworks
2.2.1 Business Model Canvas
2.2.2 Value Chain Analysis
2.2.3 Five forces of Porter:
2.2.4 PEST+EL Analysis:
2.2.5 SWOT analysis:
2.2.6 Project schedule
2.3 Application of the relevant models/concepts/frameworks
Chapter Three The Opportunity and Innovation
3.1 Market research
3.1.1 The gap
3.1.2 Survey Results
3.2.Industry analysis:
3.2.1 Principal competitors:
3.2.2 Current competitive situation + PEST-EL:
3.2.3 Projected strategic moves by current players
3.2.4 Changes brought to the competitiveness of the industry by the new venture
3.3 Innovations brought to the industry by the new venture
3.3.1 Intellectual property/patents
3.4 Strategy
3.4.1 Sources of differentiation and competitive advantage:
3.5 Ethics and Sustainability
Chapter Four The Company and Team
4.1 Legal structure
4.2 Ownership
4.3 The advisory board
4.4 The management team
4.4.1 Expected contributions by each team
4.4.1.1 General Manager
4.4.1.2 Marketing Manager
4.4.1.3 Logistic Manager
4.4.1.4 Manager store staff:
4.4.1.5 Store staff
4.4.1.6 IT Expert
4.4.2 Expected salary
Chapter Five Marketing Plan
5.1 Identification of customers
5.2 Number of potential customers and potential sales revenues
5.2.1 Potential Customers
5.2.2 Expected Revenues
5.3 Requirements of various customer segments
5.3.1 Entrance segment
5.3.2 Middle segment
5.3.3 High segment
5.3.4 Rapid delivery
5.3.5 Importance of purchase convenience
5.3.6 Ways to effectively access each segment
5.4 Appropriate sales and promotion approaches
5.5 Analysis of how purchase decisions are made, and how/if his behavior can be changed
5.6 Customer price sensitivity
5.7 Cost of acquiring and retaining customers
5.8 Strengths and weaknesses of competitors and ways that competitors are likely to react when the company enters the market
5.8.1 Strengths
5.8.2 Weakness
Chapter Six Operating and Financial plan
6.1 Conversion of inputs into outputs that customers value
6.1.1 Supplier relationships
6.1.2 Inventory required
6.1.3 Manufacturing/service provision
6.1.4 In-house / outsourced operations
6.2 Financial Plan
6.2.1 Cost calculation
6.2.2 Projected Break Even Point
6.2.3 Projected Cash Flow
6.2.4 Analysis of risk, present value, IRR
6.2.5 Analysis of possible scenario and probability of occurrence
6.3 Contingency plans (linked to scenarios in 6.2.5)
6.3.1 Triggers/thresholds to change courses
Chapter Seven Conclusions
7.1 Main research conclusions:
7.2 Limitations and future research directions
References
Appendixes
Table of Figures
Index
本文編號：3935724
【文章頁數(shù)】：146 頁
【學(xué)位級別】：碩士
【文章目錄】：
Acknowledgement
摘要
Abstract
Chapter One Introduction
1.1 Background
1.2 Current Status
1.2.1 Colombian fashion market:
1.2.2 Footwear industry
1.3 Research implications
1.3.1 Theoretical implications
1.3.2 Practical implications
1.4 Research contents and methods
1.4.1 Research contents
1.4.2 Research methods
Chapter Two Literature Review
2.1 Literature review (applied to the new venture, academic literature used to frame the project)
2.1.1 E-commerce
2.1.2 Digital marketing
2.1.3 Customized products
2.1.4 Shoe Retailers
2.1.5 Corporate Social Responsibility (CSR)
2.2 Models/concepts/frameworks
2.2.1 Business Model Canvas
2.2.2 Value Chain Analysis
2.2.3 Five forces of Porter:
2.2.4 PEST+EL Analysis:
2.2.5 SWOT analysis:
2.2.6 Project schedule
2.3 Application of the relevant models/concepts/frameworks
Chapter Three The Opportunity and Innovation
3.1 Market research
3.1.1 The gap
3.1.2 Survey Results
3.2.Industry analysis:
3.2.1 Principal competitors:
3.2.2 Current competitive situation + PEST-EL:
3.2.3 Projected strategic moves by current players
3.2.4 Changes brought to the competitiveness of the industry by the new venture
3.3 Innovations brought to the industry by the new venture
3.3.1 Intellectual property/patents
3.4 Strategy
3.4.1 Sources of differentiation and competitive advantage:
3.5 Ethics and Sustainability
Chapter Four The Company and Team
4.1 Legal structure
4.2 Ownership
4.3 The advisory board
4.4 The management team
4.4.1 Expected contributions by each team
4.4.1.1 General Manager
4.4.1.2 Marketing Manager
4.4.1.3 Logistic Manager
4.4.1.4 Manager store staff:
4.4.1.5 Store staff
4.4.1.6 IT Expert
4.4.2 Expected salary
Chapter Five Marketing Plan
5.1 Identification of customers
5.2 Number of potential customers and potential sales revenues
5.2.1 Potential Customers
5.2.2 Expected Revenues
5.3 Requirements of various customer segments
5.3.1 Entrance segment
5.3.2 Middle segment
5.3.3 High segment
5.3.4 Rapid delivery
5.3.5 Importance of purchase convenience
5.3.6 Ways to effectively access each segment
5.4 Appropriate sales and promotion approaches
5.5 Analysis of how purchase decisions are made, and how/if his behavior can be changed
5.6 Customer price sensitivity
5.7 Cost of acquiring and retaining customers
5.8 Strengths and weaknesses of competitors and ways that competitors are likely to react when the company enters the market
5.8.1 Strengths
5.8.2 Weakness
Chapter Six Operating and Financial plan
6.1 Conversion of inputs into outputs that customers value
6.1.1 Supplier relationships
6.1.2 Inventory required
6.1.3 Manufacturing/service provision
6.1.4 In-house / outsourced operations
6.2 Financial Plan
6.2.1 Cost calculation
6.2.2 Projected Break Even Point
6.2.3 Projected Cash Flow
6.2.4 Analysis of risk, present value, IRR
6.2.5 Analysis of possible scenario and probability of occurrence
6.3 Contingency plans (linked to scenarios in 6.2.5)
6.3.1 Triggers/thresholds to change courses
Chapter Seven Conclusions
7.1 Main research conclusions:
7.2 Limitations and future research directions
References
Appendixes
Table of Figures
Index
本文編號：3935724
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