Working curriculum of the course

1. Internal business plan of firm.

2. The business plan for receiving the credits for the purpose of replenishment of current assets (the commercial credit).

3. Justification of a choice of activity of the enterprise

Content of lecture

In the business plan section «Characteristic of object of business of the organization» («The characteristic of services and production») is represented the description of production of the enterprise from a position of the consumer. The following data are for this purpose given:

1) the requirements satisfied by the goods;

2) quality indicators;

3) economic indicators;

4) external registration;

5) comparison with other similar goods;

6) patent security;

7) indicators of export and its possibility;

8) main directions of improvement of production;

9) possible key factors of success. A basic purpose of the goods – satisfaction of need of the client of firm. In the business plan the scope, the list of functional features, factors of appeal of the goods are reflected. To factors of appeal of the goods refer value, acquisition possibility, the price, quality, environmental friendliness, image, brand, a form, packing, service life other.

Indicators of its quality are connected with properties of a product – durability, reliability, simplicity and safety of operation and repair etc. Some indicators of quality can be estimated quantitatively, the relevant data are provided in the business plan. Existence of certificates of an industrial output is specified.

Difference of the new or existing goods from the goods of competitors is formed. Patent rights of the enterprise, patents for useful models, trademarks are described. Existence of licenses, and also a know-how is specified. Possibility of export of production is specified. If production is delivered on a foreign market, the main indicators characterizing export (the country, sales volume, currency revenue) are given.

For the new goods in the business plan it is specified, whether there correspond these goods of the requirement of novelty. Such term designate the following goods:

1) the goods which does not have analogs in the market;

2) the goods which have powerful high-quality improvement in comparison and the goods analogs;

3) the goods which already was in the market then it was improved so that its properties essentially changed;

4) the goods of market novelty, i.e. new only for this market;

5) the old goods which have found new scope of application.

The role of this section of the business plan is reduced presenting to the potential investor, what new unique properties the goods possess, to prove that it is capable to cause interest of buyers.

This section of the business plan should contain the description of all goods (services) of the organization which are offered in the market to buyers.

To begin this section it is necessary from the name (don't confuse to the firm name) new product and indication of its specific features, appointment and scopes.

It is desirable to explain, whether these goods belong to the goods substitutes earlier made, or it is absolutely new line. If it is absolutely new, excellent from earlier made the goods, it is necessary to explain its possible influence on production and realization of products existing to this row. Or negative this influence will be positive, and whether it will nullify earlier existing structure of production?

It is necessary to explain, what main idea of a new product, whether is its novelty progressive, or it is a product of nostalgic character the requirement in which is dictated by influence of a fashion and traditions.

Further the offer according to the firm name of the goods for the purpose of creation of a being remembered trading brand is provided. It is natural that it is necessary to choose the name such that it was easily read, remembered and didn't associate at the consumer with any negative phenomena and subjects.

The main technical and economic and consumer characteristics of the goods are provided. There will be no superfluous in the business plan an existence of drawing of the planned goods or its photo, it is also possible to provide the scheme of its design features (the industrial goods), however it is not necessary to be fond of excessive specific details as the purpose of this section – to acquaint the reader with production (service) offered to production, instead of to tire with difficult technical calculations.

Then prove need of these goods to consumers from positions of existence and need of satisfaction of this or that requirement.

Practical possibility of production of these goods in the conditions of existing production is considered, i.e. readiness of production existing now to start the production the offered goods is considered.

If the enterprise isn't the pioneer in the field of production of these goods and in the market there are real precedents, it is possible to refer to experience of similar production of other firms. Successfully given examples as though will coordinate your project to reality, will convince of possibility of its implementation.

It is also necessary to explain, whether there is a license for production of this type of the goods and if isn't present, in what terms you are going to receive it. Similarly and concerning certificate existence.

Important step is the address of attention of the reader of the business plan on not obvious, but very significant features of the goods offered to production:

1) features and advantages of design of the offered goods;

2) features and advantages of packing of the offered goods, degree of its ergonomics and patent security;

3) features and advantages of offered manufacturing techniques of these goods;

4) features and advantages of the planned price for these goods, etc.

Further address directly to marketing questions.

The characteristic of the main target markets on which its realization (market segmentation), with the subsequent exarticulation of the most perspective is supposed is given. Features of process of sale of goods are considered.

If the goods offered to production are a technical product, it is desirable to specify features of the organization of a preselling and aftersales service.

For the goods planned to realization in foreign markets, it should be noted:

1) to what changes (constructive, organoleptic etc.) it will be subject for possibility of its export;

2) what additional documents be required;

3) it for itself will entail what additional expenses etc.

At the final stage financial calculations concerning assumed the prices, expenses and unit profit are provided. This information should be short (it will be developed it to be represented in the financial plan), but effective, as creditors and investors will interest more financial side of a question.

Questions for self-examination

 1. Goods or service description

2. Assessment of advantages of these goods

Literature

1. Ershov V. F. Business design: Application guide / Century F.Ershov. - SPb.: St. Petersburg, 2005. - 288 pages.

2. Small business program. Management in small business. Business plan. - M: "DECK" IKK, 1993. - 59 pages.

3. Small business program. Management in small business: How to make financial decisions. - M: "DECK" IKK, 1993. - 70 pages.

4. Small business program. Management in small business: Budget drawing up. - M: "DECK" IKK, 1993. - 79 pages.

5. Ushakov I.I. Business plan / I.I.Ushakov. - SPb.: St. Petersburg, 2008. - 224 pages - (Practice of management)

6. Financial analysis and planning [Electronic resource]: A training course. - Electron. applied прогр. (520 Mb). - M: Kordis & Media, 2005. - 1 эл. wholesale. disk (CD ROM): зв. -

 

 

Subject 8 marketing Plan

The lecture purpose – to study a technique of scheduling of marketing

 Lecture questions:

1. Basic elements of the plan of marketing

2. Organization of sale of the goods

3. Pricing methods

 

Content of lecture

Marketing is a system of the organization of activity of firm on development, production and sale of the goods and service on the basis of complex studying of the market and real inquiries of buyers for the purpose of receiving high profit.

The main thing in marketing – a double and complementary approach. On the one hand, it that all activity of the company, including formation of its programs of production, scientific and technical researches, capital investments, financial means and labor, and also programs of sale, maintenance and others should be based on profound and authentic knowledge of a consumer demand and its changes. Identification of unsatisfied inquiries of the buyer is necessary to focus production on their providing. On the other hand, active impact on the market and existing demand, on formation of requirements and consumer preferences is important.

For the solution of a difficult complex of problems of creation of the goods and its movement to the consumer marketing should carry out the following functions: analytical, production and marketing.

Analytical function represents system of market researches which solve the following problems: systematic collecting, registration and the analysis of data on the problems relating to marketing. Market researches are connected with decision-making on all aspects of marketing activity.

These researches and the decisions accepted on their basis, find the reflection in appropriate section of the business plan – «The marketing plan». In this section basic elements of the plan regarding the goods, the markets, developments of various productions speak. This section contains information on that:

1) what marketing strategy is accepted in firm;

2) as the goods – through own firm shops or through wholesale trade organizations will be realized;

3) as the prices for the goods will be defined and what level of profitability on invested funds is supposed to be realized;

4) as it is supposed to achieve sales volume growth – at the expense of expansion of the area of sale or at the expense of search of new forms of involvement of buyers;

5) as the service of service will be organized and how many on it it is required means;

6) as it is supposed to achieve good reputation of the goods and the firm in the opinion of the public.

Thus, this section includes such points, as:

1) purposes and marketing strategies;

2) pricing;

3) scheme of distribution of the goods;

4) methods of stimulation of sales;

5) organization of an aftersales service of clients;

6) advertizing;

7) formation of public opinion about firm and the goods;

8) marketing budget;

9) marketing controlling.

When developing this section of the business plan it is necessary to be based on the following principles:

1) a principle of understanding of the consumer, based on the accounting of requirements and dynamics of market conditions;

2) a fight principle for the consumer (client);

3) a principle of the maximum adaptation of production to market requirements.

Also at carrying out marketing actions it is necessary to remember that process of coordination of possibilities of the company and inquiries of consumers proceeds in a certain external (surrounding) environment which is subject to influence of such factors, as:

1) stability of political and legal system in the market country, providing legal protection of activity of the and foreign businessmen;

2) economic and demographic factors;

3) the legislative system regulating activity of the organization;

4) level of scientific and technical progress which forces to make new production and to carry out effective marketing activity;

5) welfare level of the population, geographical, climatic and historical conditions, cultural traditions which make a great impact on marketing activity. When writing this section it is necessary to consider that the plan of marketing includes a large number of questions on which it is necessary to give a detailed, irrefragable answer by its drawing up. In it it is expedient to state the basic on several pages: what is accepted in firm a marketing strategy as the goods – through own firm shops or through wholesale trade organizations will be on sale; as the prices for the goods will be established, what level of profitability on invested funds is supposed to be realized; as it is supposed to achieve continuous growth of sales volumes – at the expense of expansion of the area of sale or at the expense of search of new forms of involvement of additional buyers; as the service of service will be organized and how many on it it is required means; as it is supposed to achieve good reputation of the goods and the firm in the opinion of the public.

It is recommended to include surely in this section such points, as:

1) purposes and marketing strategies;

2) pricing;

3) scheme of distribution of the goods;

4) methods of stimulation of sales;

5) organization of an aftersales service of clients;

6) advertizing;

7) formation of public opinion about firm and the goods;

8) marketing budget;

9) marketing controlling.

Purposes and marketing strategies. After definition of the general target strategy of firm by each type of production the detailed plan of action is developed. The main criteria of an assessment of strategy here are the range, the market, the competition. The range of the offered goods finally depends on need for qualities of the goods at end users. Differences of types of the goods in the range should correspond to specific requirements of consumers.

The sizes of the market are defined by number of potential consumers in each separate product.

The assessment of competitors assumes identification in the market of the firms realizing the goods with similar qualities and capable to replace the offered goods.

Pricing. Price strategy can be based on expenses, demand or the competition. In case of the strategy based on expenses, the businessman defines the prices, counting costs of production, service and an overhead charge, and then adds desirable profit to these figures. Demand isn't studied.

Within the strategy based on demand, the price is defined at level market average, and expenses shouldn't exceed in this case the sum counted as a difference of the price and profit.

At competitive strategy of pricing of the price can be or below, or above market consumers depending on the loyalty, provided service, an image of the goods. This principle is used by the firms having competitors.

Besides, in this section it is possible to offer and prove any of below-mentioned strategy:

1) establishment of the standard prices. They are established, when the participant of sales channels defines the prices for the goods or services and aspires to keep their invariable throughout the long period of time. They are used for such goods, as candies, chewing gum, magazines;

2) variable pricing. The firm specially changes the prices to react to change in expenses or demand of consumers. Applying this strategy, it is possible to offer the different prices for orientation to these or those segments of the market. In this case the prices raised from various consumers, aren't based on expenses;

3) establishment of the uniform and flexible prices;

4) strategy of not approximated prices. This strategy takes place when the prices are established below the round sums. The psychological factor joins in action – consumers like to be paid back in kind;

5) the concept «the price – quality». At an exit to the market it is often expedient to manufacturing firm to apply tactics of price leadership. One more method applied at desire to increase volume of realization of production, – establishment of discounts for mass purchases.

Scheme of distribution of the goods. According to this point in respect of marketing of the organization it is necessary to specify the scheme of realization of the goods.

Distribution and sale include three elements: transportation, storage and contacts to consumers.

At a choice of channels of a tovarodvizheniye it is necessary to consider a number of major factors.

1. Consumers:

1) characteristics: quantity, requirements, amount of average purchase;

2) segments: the size, behavior concerning purchases.

2. Company:

1) purposes: control, sale, profit, time;

2) resources: flexibility, level, needs for service.

3. Goods or service:

1) cost: the price for unit;

2) complexity: technical aspect;

3) volume: mass of unit, razdelyaemost.

4. Competition:

1) characteristics: number, concentration, range, consumers;

2) tactics: methods of a tovarodvizheniye, the relation in sale.

5. Tovarodvizheniye channels:

1) alternatives: direct, indirect;

2) characteristics: the quantity, carried-out functions, traditions;

3) legal aspects: relevant laws and bills.

There are two main types of channels of a tovarodvizheniye:

1) the direct channels connected with moving of the goods from the producer to the consumer without use of independent intermediaries.

2) the indirect channels of a tovarodvizheniye connected with moving of the goods at first to the intermediary, and then to the consumer.

The assessment is made, through what distribution network (wholesale or retail) it is mainly realized or supposed to realize the goods (service).

There are three general categories of the organization I of wholesale activity, their short characteristics below are specified.

1. Wholesale activity of producers.

2. The commercial wholesale organizations buy production for resale.

3. Agents and brokers carry out wholesale functions, but don't take the property right to the goods.

Retail trade as a whole carries out four functions. She participates in sorting process, collecting the range of the goods from a large number of suppliers, and offers them for sale; represents information to consumers through advertizing, show-windows and inscriptions; carries out operations on service of the goods; finishes transactions, using the corresponding arrangement of shops and operating time.

Sales promotion. The organization can use a wide range of stimulants of sale:

1) direct mailings;

2) trading exhibitions and demonstrations;

3) advertizing;

4) printing and audiovisual means;

5) show-windows in shops;

6) business meetings and in meetings;

7) payment of coupons etc.

The type of sales promotion in many respects depends on strategy of the organization, its position in the market, financial possibilities, specifics of the goods etc. All this finds reflection in this section of the business plan in the form of the stimulation plan which development consists of the following elements:

1) establishments are more whole. The sales promotion purposes practically are always focused on demand. The purposes connected with participants of sales channels, include providing optimum conditions of sale, increase in enthusiasm of dealers etc.;

2) responsibility for the sales promotion, advertizing usually divided by managing directors and sale. Everyone directs the stimulation connected with its area. The managing director of advertizing is connected with coupons, competitions, calendars. The managing director of sale is engaged in trading deliveries, discounts, exhibitions;

3) the developed general plan including the budget, orientation or a subject, conditions, information means, duration and chronological sequence;

4) choice of a type of stimulation. It is based on such factors, as an image and the purposes of the organization, expenses. It is reached by establishment of awards to sellers at goods sale for a certain sum, the organization of exhibitions, carrying out trading competitions of dealers, the organization of lotteries, replacement on favorable terms out-of-date modules, by establishment of discounts upon wholesale purchases;

5) plan coordination, i.e. plan coordination on advertizing with sales promotion;

6) estimates of success or failures.

Aftersales service. In this section it is necessary to take up the questions concerning conditions of warranty and postwarranty service, granting a circle of services in each of these types of service, structure and a site of the service enterprises. Planning of an aftersales service consists in definition of policy of the organization in a cut of the following questions:

1) compliances of the range and quality of after-sale services to inquiries of consumers;