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1、Increasing Growth Rate through Joint Business Plan 摘要美居乐家商贸有限公司是我投资并经营的一家主要销售家用电器的公司，成立于2009年，, 专注于电器销售在电子商务领域的开发与拓展。自2009年取得法国赛博集团旗下特福，好运达两个品牌的网上电子商务销售代理权，分别与卓越亚马逊、京东商城、红孩子、新蛋等各大B2C网站合作销售，同时还在淘宝电器商城开了自己的网店进行销售。自开张至2010年7月，销售都是稳步的增长。但是从2010年8月起，销售增长非常缓慢，有时还出现负增长，严重影响了公司的发展。与此同时，顾客的投诉与抱怨也非常多，主要问题集中在以
2、下几方面：1. 网上产品零售价格较传统零售渠道标准零售价的折扣很小； 2. 缺乏促销等市场活动， 影响销售的进一步提升。鉴于以上，本论文设计将公司工作的重点由初期的业务渠道拓展向强化终端零售管理转变，通过加强市场促销管理，使销售在三个月内实现增长10%。本论文前期通过目标客户的分组问卷调查、SWOT分析法等研究方法找出此次计划改善的目标及方向。在项目中期的执行过程中，通过项目进度流程表、项目负责人工作日志等形式来检查和确保项目如期完成。后期可以通过顾客反馈表以及销售业绩的前后对比来评估本计划。通过前期积极的调研以及切实可行的设计，中期认真执行计划和后期客观的评估，本项目得以顺利的执行，从而顾客
3、的好评量增长20%，销售在经历了短期的低靡后又重新回到稳步增长同上的轨道上，实现了在3个月内增长15%的目标。实践证明，网络购物是适应当今快节奏生活的必然产物，其有着巨大的市场，只要我们抓住机会，使公司的经营战略及内部管理能够适应市场发展的需要，一定可以取得喜人的成绩。关键词：电子商务、小家电、促销、市场管理、业务增长Abstract The dissertation presents a detailed report of a project to improve the sales of Meijulejia co.,ltd . The company was opened and op
4、erated by myself. It is the authorized dealer of Tefal, Rowenta products and got on-line business authorization since 2009. From Aug 2010, the year over year sales increase got slowly. The main problem I think is the company cant catch up with the market development and less marketing activities你陈述发
5、现的问题是少市场活动支持，结果下面解决问题的办法却是加强内部管理，这个很矛盾哦。至少我作为读者读起来感到恩困惑，不明白，说明你在叙述上没有讲明白，需要重新组织逻辑和语言。 to support the sales growth. To solve it, it is hypothesized that to change the working focus from sales channel expansion to the business fundamental. We would do more marketing activities to get higher growth rat
6、e of the business. Joint business plan was designed based on above. It was implemented from customer survey, SWOT analysis etc to the five- month final operation including schedule the marketing plan with manufactures, build joint business plan with retailers etc. The flowchart, project framework we
7、re also used in the paper to expatiate this plan. The result of this project is the customer views to our products increased by 20% and then sales increased by 20.5%. The successful of this project means that the E-commerce is a common way for the people to purchase nowadays. If weWhats your role in
8、 this project? can get hold of it and develop towards the correct direction, the sales would be better than the traditional channel. Key words: E-commerce, Small Home Appliance, Promotion, Marketing, Business growthTable of ContentsPages1. Introduction .12 .Problem Identification and Analysis.22.1 P
9、ro目录的格式要认真调整，你的目录看起来比较乱。平台上的写作手册中有明确的要求供你参考。ject problem22.2. Problem analysis.2 2.2.1 current business situation.2 2.2.2 Customer needs and wants3 2.2.3 SWOT 63. Project Rationale.74. Project Objective and Hypothesis.94.1. Project Goal and Objective.94.2. Project Hypothesis.105. Project Design.105.
10、1. Planning of activities.105.1.1 Activities planned to take place115.1.2 Critical path of the planned activities.125.1.3 Time-scale of activities.135.2. People Involved and Their Responsibilities.155.3. Cost analysis.165.4. Risk Analysis and Protective Measures-17 5.4.1 Potential risks.17 5.4.2 Pro
11、tective measures to be taken186.Project Implementation and Monitoring196.1. Project implementation.196.1.1 General introduction of time,place of project implementation. 196.1.2. The working steps of implementation.196.2. Monitoring of the Project197.Project Findings and Discussion207.1.Results.207.2
12、.Discussion.228. Conclusion.23Bibliography.25Appendix 1:The project framework26Appendix 2: Activities flow chart with time scale.27Appendix 3: Questionnaire.28 Increasing growth rate through joint business plan 1. Introduction:Meijulejia co., ltd, was opened by myself and and got on-line business au
13、thorization of Tefal/Rowenta products since 2009. Currently, we introduced this two brands to A N D /R and Taobao Mall which had already covered the most of B2C and C2C on line platform. But from Aug 2010, the business growth rate was getting slowly. Meanwhile, we faced strong competitions from othe
14、r small household appliance brands, such as Meidi / Galanz/ Philips etc. We also got lots of complaints from customers such as price is not cheaper enough and no free gift etc.From the above, we realized that we faced the bottle neck and we need to shift our focus from business channel expansion to
15、the business fundamental: marketing, promotion, price. Those elements are all related with the long term business development. It aimed to promote the brand awareness and gain higher growth.Based on business strategy changes, we planned and launched the Joint-Business-Plan project from Nov 1 2010 to
16、 Mar 31, 2011. We designed and made marketing plans with manufacture and retailers and acquired the promotion resource from each retailer as much as possible. Related with the Joint Business Plan, serious activities were planned and carried out, such as decided the goals and budgets communication wi
17、th retailers and manufacture to finalized the promotion plan / inventory buildup , set up the monthly joint business review meeting with retailers and manufacture and so on.After the project launch, by the end of Mar 2011, both the revenue and shipped units all got significant increase compared with
18、 last year by 20.5% & 22.1%. We are looking forward better results in future according to this project. 2. Summary of the preliminary research2.1ProblemThe problem is our online business growth getting slowly and facing strong competitions from other brands since Aug 2010. 2.2 Problem analysis2.2.1
19、Companys current situationTefal / Rowenta are the international brands of Group SEB which is the leading manufacturer of small domestic equipment. The brand was established in 1956. They entered into domestic market 10 years before. We got on-line business authorization from the manufacture since 20
20、09. Currently, we introduced this two brands to A N D /R and Taobao Mall. Our business has already covered the most of B2C and C2C on line platform. Total SKU(Stock Keeping Unit) is about 80. Financial performance:Since the business was launched in 2009, our financial performance has been positive.
21、The YTD revenue is about RMB3,000,000, increased by 5.8% year over year. The gross margin is about 22%, improved by 300bps vs 2009. The turn of the inventory is about 5 times. But from Aug 2010, the revenue and gross margin dropped down due to strong competitions, limited promotion etc.Customer Prof
22、ile：The quality and design of our products are very good. The brands of Tefal / Rowenta are representing the best quality and technology in household appliance industry. Most of our customers are focus on the lifestyle. We got a customer analysis report from Taobao business. When we helped the custo
23、mer on the product details, we also would ask them some questions during the communication via Wangwang. It indicated that 90% of our customers are female and 70% of their monthly income over RMB5000. 75% of them had college above education background. And 90% of them placed orders in the working ti
24、me and receiving address are their office It means most of our customers are the white collars in the office building.淘宝如何提供给你们这些信息的？如果是购买者自己填写的在线档案，不能当真哦. They are focus on the high tech / fashion lifestyle.Human resources:There are 3 staffs in my company now. I am the owner of the company and in c
25、harge of the whole business. The main responsibility is to decide the business strategy, goals and budget and also negotiate with the manufactory and key retailers. Cindy is my assistant in the office and also looks after the E-shop on Taobao Mall. Tom is the in-stock manager and in charge of the wa
26、rehouse and logistic. 2.2.2 Needs and wants analysisCustomer Surveys:In order to get the clear requirements from our customer, I decided to make a customer survey accordingly. Focus groups: Three focus groups will be focused on as follows:-Taobao Mall customers: we have already recruited about 12000
27、 customers from Taobao Mall. Most of them are Tefal / Rowenta loyal customers. -The customers from B2C platformTaobaomall 不是B2C平台吗？ 这的顾客，和淘宝上的顾客有什么本质区别以至于还必须要单独列出来吗？, such as / A / N etc.-All the buyers 如果是buyers，他们买了再卖的话，应该是B2B吧？ 我想确认你这个地方没有笔误。from B2C platform: those buyers have rich experience an
28、d data with the end-users/customers. They know the customer needs very clearly.Different customer groups might have different expectations/ views or requirements with our products. According to the separate focus groups survey, we may find the common views and needs. It will be significant help us t
29、o understand our customer needs and complaints.I prepared a survey list with the questions原始材料，即你收回的调查问卷要有，在答辩的时候出示给答辩老师。样本不能少于30份每种。 as follows:Questions:-Do you know Tefal / Rowenta上面说三个品牌，这个地方又改成了两个，我去你的店里看过了，似乎有三个品牌，但是这两个占绝大部分。所以建议你把全文统一为两个品牌。 brand?-Where did you know these two brands? -What fa
30、ctors attracted you with these two brands?-Do you find the merchandise you need?-What do you think about the prices?-What additional service or needs would you like to get with your purchase together?-What most often disappoints you when you choose the items of these two brands?-Which kind of promot
31、ion types will attract you a lot? a. price discount b. free gift with purchasec. extra after-sales service warranty d. extra accessories of the merchandisee. none of above. -which kind of marketing channel will be efficiency for you to acquire the promotion information?a. telephoneb. emailc. newspap
32、erd. none of above and whats your channelCustomer complaints and unsatisfied requests：l On line sales price is not cheaper enough compared with other competitive brands. l No free gift with the purchase .l The damaged ratio caused by the on-line retailers logistics is very high. Customers need to ta
33、ke additional time to fix the damage issues with the retailers. l The brands are not so famous in China due to few marketing activities and advertisements. l The sales channels are quite limited for customer to choose in both on-line platforms and off-line stores. It caused low market share of these
34、 two brands.l customer service is not good enough. It will take longer time to wait for the reply etc. Suggestions:这个地方的suggestion要来自于顾客的反馈，不是你自己编出来的。自然不能带有你作为店主角度思考的痕迹。修改一下措辞。l Need more promotions to attract to purchase.l Lower the prices at least by 20%.l Additional after-sales service need to be
35、 improved. Increase more people to do the customer service.l Add more free additional accessories, such the free bags of Vacuum Cleaners. -Bundle sales with different categories items. For example, buy one Tefal Steamer, can buy one Rowenta Vacuum Cleaner by 30% off. Based on above analysis and cust
36、omer survey, I made the following SWOT analysis:2.2.3 SWOT analysis: Strengths: -Leading brands and advanced technologies with top designs.-Very good quality of the merchandise.-Will get full supports from the manufacture for the marketing activities.-The B2C business got signification increase in t
37、he past 3 years and still keep the same momentum in the coming years.-The buyers from B2C platform are willing to support us with the promotions.Weaknesses:-The brands market share is still very low.- The customer awareness is very low.Opportunities:-Q4 is the hottest season in China to push the sal
38、es. The demands from customers will be pretty strong.-There will be many big purchase or company purchase from October to January every year. The household appliance is the key category of those big purchase or company purchase. -it is still very new concept with additional after-sales service warra
39、nty. It will bring additional value to the brands if we launch such kind of service to customer.-Many white-collars are focus on the lifestyle and have the needs to improve their life quality with new household equipments.Threats: -the competitive brands will launch the similar additional after-sale
40、s service or free gifts to beat us.-Many customers will be still focus on the prices and not the additional values of the items.-Price-war in different retail channels.3.Project Rationale Regarding my project of Joint business plan, I got some reference and theories from the book “The successful Bus
41、iness Plan (Fourth Edition)” & “Pride-Ferrel Marketing”. Following are some useful rationale for my project:“The successful Business Plan(Fourth Edition) shows: You have to have customers to stay in business: its the most basic business truth. Thats why an effective marketing plan to communicate wit
42、h, motivate, and secure customers is vital for your companys success. Since reaching customers costs money, and money is always limited, your marketing strategy must be carefully and thoughtfully designed.In your marketing plan you define:*How you make customers aware of your product or service;*Wha
43、t message you are trying to convey to customers about your product, service, or company;*Specific methods you use to deliver and reinforce that message; and*How you secure actual sales. (p.133)At the 1st stage of the business, our strategy was build our sales channels and expand business to all main
44、 on-line platforms. We finalized this step very successfully. As no clear business plan, we face the bottle neck to drive the sales to higher level. This book tells me we must have a very clear business plan and marketing strategy to guarantee our consistency growth. The business plan should be focus with the customer experience and keep more customers stay with us. Integrated marketing communications refer to the coordination of promotion and other marketing efforts to ensure maximum informational and persuasive impact on customers. Coordinating multiple marketing tools t
