商业计划书(英文版).doc

Shanxi HuaXing JinMei Co. Ltd.Business PlanProject Metal Mg ProducingContact Wu ZhengxinTitle General ManagerTel13934112890ax-mail Address No. 102 of the 4th Unit of West Building 3, West Park in Qian Feng South Road, Taiyuan, ShanxiConfidentiality NoticeThis business plan is given in confidence with its ownership belonging to the Shanxi Huaxing Jinmei Co. Ltd. The contents and materials contained in this business plan can only be delivered to the personnel who have got the permission from the president of the board and the general manager. The personnel who have received this business plan should ensure that the following rules would be observed,1. Receivers who dont want to get involved in this plan should return it in time according to the address given.2. The plan cannot be copied nor released fully or partially to others before the receivers get the written agreement from the Shanxi Huaxing Jinmei Co. Ltd.3. Please keep all the information contained in the plan confidential.The content contained in this plan is only open to the investor who has the intention to invest in our enterprise. The Program Manager of the company that wants to invest should commit himself to keeping this plan safe and secret.Program manager signature:Receiving Date: _ Serial number of the Plan: WXH2004（021）Authorizing Company: Beijing Hui Telong Investment Advisory Co. Ltd. Signature:Shanxi Huaxing Jinmei Co. Ltd.Date: 2004-5-31AbstractWith the development of scientific management, technology, and productive power, the products concerning the metal Magnesium have been developed in a diversified way involving Mg particle, Mg alloys, Mg powder, Mg ingot, Mg stick, Mg sacrificial anode and high performance sacrificial anode etc. The metal Mg, 2/3 density of the metal Aluminum, is one of the lightest metals. The potential application of the metal Mg is of great importance especially under todays situation that energy has been greatly lacked of and environmental protection greatly emphasized. Having rich deposits under the earth, the metal Mg is of very good qualities like high anti-seismic capability, anti-corrosive capability and intensity etc., which makes it possible being the basic material for alloy industry and thereby wins itself great attention in the application of the national defense industry. Mg is easy to burn and give strong light in the air. Mg powder is used as the raw material of combustion and lighting bomb for defense. The metal Mg of national standard is not only sold well in domestic market but also exported to Japan, USA, Germany, India, Taiwan and Hongkong.In the international market, more than 80 tons of Mg has been used in the desulphurisation of steel and iron each year. China is the main country in producing steel and iron, and it has been predicted by experts that China needs 300,000500,000 tons of Mg for industrial processing from now on to the year 2005. The consumption of the metal Mg has increased with an average rate of 6.6% each year during 1990s. Additionally, 109,000 tons of Mg has been consumed in making various foundry products used in automobiles, motorcycles, and electric crust etc. Some spare parts that can be fitted to automobiles like wheel hub, instrument board, chair frame, gear box, direction system, cylinder, air inlet tube and brake pedal frame have been put into use in a wild areas. The consumption of the alloy Mg in automobile-making industry will account for 14% among the total amount of Mg consumption in the following seven to eight years. After the Chinas entry into the WTO, the market can see a very bright future for the Mg products since the major object in the antidumping proposal issued by the U.S. and the EU is Mg ingot, whereas there is no requirement on the intensively-processed products. Some key enterprises in China are at the beginning stage in processing the metal Mg, therefore this is the right opportunity for their development. Mg processing is referred to as the promising industry by the experts in the 21st Century. At present, two major raw materials that can be used to produce the metal Mg have been found rich in Xinzhou City, Shanxi Province, China. They are dolomite ore and silicon iron. The local dolomite ore has a very good quality with the utilization rate being higher than 96%. Nearby the company there are several workshops producing silicon iron and rich dolomite ore deposit, which can not only guarantee the supply for producing the metal Mg but also reduce the cost of raw materials purchasing in an effective way.The funds that have been gathered up by the company will be mainly used in:1. Plant construction and equipment purchase in order to keep pace with the market development;2. Setting up the Central Institute for the purpose of market expansion and scientific research;3. Setting up the sales network;4. Developing new products, promoting technologies and improving the old product system.ContentsConfidentiality Notice .2Abstract 3Chapter I Company Profile .8I.Brief Introduction of the Company .8II.Strategic Purpose .8III. Product Evaluation 9Chapter II Management Board .10I. Name List of the Management Board .10II. Duty 12III.Organization Chart 15Chapter III Project Illustration .15I.Brief Introduction of the Project .15II.Production Plan .16III.Pros and Cons 17Chapter IV Product Planning .17I.Product Varieties 17II.Applications .18Chapter V Research and Development .19I.The Central Institute of Scientific Research .19II.Development of Products .19Chapter VI Analysis of Market Demand .20I. Brief Introduction of International Market Demand 20II. Prediction of Domestic Demand .23III.Analysis of the Market .25Chapter VII Competition Analysis and Countermeasures 26I. Analysis of Competitors .26II. Competitive Advantage .27I.Strategies for Competition 28Chapter VIII Marketing Strategies 30I. Marketing Concept .30II. Sales Planning 31III. Targeted Markets .31IV. Sales Management .32Chapter IX Products Manufacturing .33I.Manufacturing Techniques 33II.Manufacturing Process .34III.Measures for Environmental Protection: .35IV.Cost 35Chapter X Marketing & Sales Management .37I. Operation Concepts and Targets .37II. Operation Strategies 38III. Personnel Management .38IV. Finance Management .39Chapter XI Financial Analysis .40I.Funds Distribution .40II.Benefits Analysis .43Chapter XII Investment Risks and Countermeasures 44I. Analysis of Risks of the Investment .44II. Corresponding Solutions .45Chapter XIII Cooperation Pattern & Withdraw Mechanism .46I. Cooperation Pattern .46II. Withdraw Mechanism .47Chapter I Company ProfileI. Brief Introduction of the CompanyDirected by the engineer Zhang Ji, the company has developed the new manufacturing process that will be applicable with only small improvement over the original equipments, which greatly improves the products purity and increases the utilization rate over the raw materials. If put into the operation, the company can ensure to meet the needs of the market in terms of the management, quality of products and services with the help of good group work among the staff, advanced domestic equipment, technology and fine checking means. The Mg-product series include Mg particle, Mg mixture, Mg powder, Mg ingot, and Mg stick etc. with their manufacturing process covering all kinds of procedures involved in combustion furnace, breaker, ball mill, reduction furnace and refining furnace. Among them the product of Mg ingot that is produced under the conduct of special technology owned by the company itself is of high quality.II. Strategic object The company runs with the purpose of developing economy, strengthening the enterprise, enriching the staff and benefiting the society. The company pays great attention to the market and talented personnel, and builds up a very good image of being honest, civilized and aware of environmental protection. Facing the globalization tendency of international economy, the company keeps expanding room for its growth based on the development of technology, management and service. We hope to create a much brighter future with friends from both inland and abroad. Shanxi Province is a very important energy base in China with rich storage of coal, iron and metal under the earth. The price of coal, dolomite ore, electricity and silicon iron that are the major raw materials for producing the metal Mg is the lowest here in China, which reduces the cost in producing Mg in a great extent and at the same time puts the company into a favorable position in the competition for markets. Meanwhile, the climate here in Shanxi is dry and lack of rain, which is very suitable for the Mg producing and processing. More importantly, we have grasped the advanced technology from the Japanese plants in producing the metal Mg. And we have a package of strict management regulations and rich experience. The company has set up its own research institute and built an enviable reputation for innovation, which has paved the way for the companys future development and entry into the international market. III. Product EvaluationThe development of the Mg alloy has been paid great attention by a few governmental agencies like the Scientific Bureau and the Planning Committee; and also by some enterprises engaged in defense industry. Meanwhile, the program concerning the development of the Mg alloy has appeared in the list of the key scientific programs issued by the “863” Plan and “Tenth-five-year” Program.Accordingly, in order to meet the market needs and push forward the enterprises development, we have drawn out the following plan for the products: General products (Mg ingots) for the major domestic markets and a small share for the market in Japan. Intensively-processed products like Mg powder and Mg stick, etc. for brand building, 90% of which for the markets in Japan and Southeast Asia. Cooperating with enterprises engaged airplane and automobile manufacturing. Chapter II Management BoardI. Name List of the Management BoardName list of the management board:No.TitleNameUnitAcademic credentialsTelephone1Board DirectorWu ZhenxinAochang Machinery Ltd.College Degre2Deputy Board DirectorShi XiaoyanAochang Machinery Ltd.Bachelo3General Manager Wu ZhenxinAochang Machinery Ltd.College Degre4Deputy General ManagerZhang JiHebi Yinxin Magnesium Ltd. Master 5Deputy General ManagerWang ZhijunNorth China Junwei GroupMaster 035185543396Deputy General ManagerWen HaoFounder GroupMasteChairman of the Board of Directors and General Manager Wu Zhenxin: Male Born in 1955, college degree, graduated from China University of Geosciences.Working experience: Worker at Taiyuan Heavy Machinery Manufacturing Co. in 1978Head of the Department of Taiyuan Heavy Machinery Manufacturing Co. in 1982Director of the Branch of of Taiyuan Heavy Machinery Manufacturing Co. in 1990Deputy General Manager of Hengyue Magnesium Ltd. in 1995General Manager of Hengyue Magnesium Ltd. in 2001Person in charge of founding of Shanxi Huaxin Magnesium Ltd. at present Vice Chairman of the Board of Directors and Chief Financial OfficerShi Xiaoyan: Female born in March of 1962, age of 42, bachelor, graduated from Shanxi Finance & Economy University, certified public account.Working experience: Clerk in Financial Department of Taiyuan Heavy Machinery Manufacturing Group in 1982Head of Financial Department of Taiyuan Heavy Machinery Manufacturing Group in 1993Founder of Aochang Machinery Ltd. in 1996Board Director of Taiyuan Aochang Machinery Ltd. at present Manufacturing Deputy General ManagerZhang Ji: Male born in August of 1954, Master, Engineer, graduated from Zhongke Metal Research Institute in 1998.Working Experience:Researcher of Shanxi Metal Research Institute in 1990Chief Technical Officer of Hebi Yinxin Magnesium Ltd. in 1995Deputy General Manager of Hebi Yinxin Magnesium Ltd. in 1998, in charge of product development, manufacturing, and supplying.Deputy General Manager of Hengyue Magnesium Ltd. in 2002Person in charge of founding of Shanxi Huaxin Magnesium Ltd. at present Marketing and Sales Deputy General ManagerWen Hao, Male born in December of 1974, MBA, graduated from Beijing Guanghua Management School of Beijing UniversityWorking Experience:Clerk at Shanghai Hongtai Trading Ltd. in 1996; head of the department in April of 1997; Director of Qingdao Branch in May of 1997, mainly in charge of management and marketing.Director of Loaning Planning Department of Beijing Jinshengda Auto Trading Co. in 1999Reading for MBA in Beijing Guanghua Management School of Beijing University in 2000Deputy General Manager of Shanxi Branch of Founder Group in 2003Person in charge of founding of Shanxi Huaxin Magnesium Ltd. at present Administration Deputy General ManagerWang Zhijun, Male born in May of 1970, MBA, graduated from the Management School of Renmi University, certified public accountWorking Experience: Account at Taiyuan Copper Ltd. in 1993Head of the Financial Department of Taiyuan Copper Ltd. in 1998Reading for MBA in Renmi University in 1999Chief Financial Officer at North China Junwei Group in 2002Person in charge of founding of Shanxi Huaxin Magnesium Ltd. at presentII. Duty Chairman of the Board of Directors and General Manager 1. Convening and presiding the shareholders meeting; implementing the Article of Association of the company and being responsible for and reporting to the board of directors.2. Taking lead in the work of board of directors; convening and presiding the board meetings; fully in charge of the management of the operation of the company.3. Implementing the resolutions of the board meetings and handle the affairs within the power of the board of directors during the intervening period of the board meetings and reporting important issues to the board of directors in the following board meeting; formulating plans for manufacturing, marketing, sales, development, finance, human resources, benefits, etc and submitting them for the approval of the board of directors; formulate annual budget and final reports.4. In the event of war, natural disaster, etc., being vested the power to make all decisions on behalf of the company, however, the decisions shall be in the interest of the company and shall be reported to the board of directors afterwards; signing contracts and agreements on behalf the company.5. Guiding significant operations of the company; submitting working reports, financial reports to the board of directors regularly.6. Nominating senior executives, department heads (directors) of the company and managers of its subsidiaries to the board of directors.7. Appointing and dismissing deputy directors, management personnel, financial personnel, etc. of its subsidiaries.8. Fully reasonable for the promotion, punishment, salary raising, recruitment, appointment and dismissing of other personnel.9. Nominating experts as counsels for the approval of the board of directors.10. Submitting the proposal of the establishment, adjustment and canceling of departments to the board of directors for approval.11. Signing regular administrative documents, business documents, financial documents, etc.12. Handling the affairs assigned by the chairman of the board of directors or the board of directors. Vice Chairman of the Board of Directors and Deputy General Manager1. Implementing the Article of Association of the company and the resolutions of the board meetings and shareholders meetings; taking charge of and signing formulating financial planning, credit planning, and accounting reports, etc. of the company; implementing the planning and propose improving measures in response to the problems identified in the implementation; directing financial affairs, administrative affairs, labor affairs and supervising the performance of manufacturing and sales; being responsible for and reporting to the general manager2. Taking charge of financial affairs, administrative affairs, labor affairs; supervising the directors of financial department, administrative department and human resources department. Deputy General Manager in charge of manufacturing1. Taking charge of technical department, supplying department, research and development department.2. Formulating its own planning for the part in his charge in accordance with the planning of the company.3. Taking chare of the improvement of the technology, submitting new project proposals for approval and the work related to the founding thereof.4. Taking charge of research and development of high technologies and products of high technologies; solvin