Business Overview.doc

Business Plan for new types of bathtubs 201211141012 department of physics 赵芸赫Business OverviewIntroduction and competitive advantage:This business aims to produce different kinds of bathtubs as followed and launch them on the market. And these bathtubs are designed based on the former ones the company have produced.(1)Considering that the bathtub is difficult to clean, one of the bathtub we design has a pedestal which can separate from the other parts. And many people argue that taking a shower is better than immersing in the water in terms of cleaning. Compared to the water-circulate device in the swimming pool, we will add a similar device to the tub to make up for the traditional bathtub.(2)As we all know, colors can influence our emotion, another kind of bathtub with 7 colors of LED lightings which can change colors regularly will bring dramatic effect and relieve tension and pressure. We also have a series of halogen lights to replace LED lights.(3)The third kind of bathtub contains a small TV and you can control it simply by the button on the side of the tub. Its enjoyable to take a bath while watching a funny show.(4)Many existing bathtubs have the function of massaging by controlling the vibration or the speed of spraying water. However, we add something different to our bathtub for massaging. For example, the shape of its bottom imitate the outline of the skeleton of people which make it especially comfortable for peoples neck and back when lying in it. Common features: All the products above have a device which can tell water level and will alarm you the tub has been filled up, besides, the anti-slip material are used to produce the tub and we will add two handles at each side of the tub to ensure customers safety.Shape and size choices: to meet the need of different people, we provide bathtubs with shapes of boat , rectangle, oval and so on. Size choices include common one, extension one, size for two people and so on.Something special:We also design folding bathtubs to solve the problem that all the family members(sometimes there will also be some guests) want to take a bath at the same time, its the cheapest and it wont take up so much space. Marketing Plan:Market research: To collect information by primary research, questions are:1)What features are you satisfied with the current bathtub?2)What features would you like to add to the current bathtub?3)Which of the following bathtubs we design or which part of the bathtub we design do you like and which dont? If dont, please tell us why.（the information such as gender, age, job must also be set down.)Marketing mix:According to the market research findings, the company will adjust each design to different target market.Product:Boston matrix:Star Massaging bathtubIt really helps people to relax after working the whole day. So its target market are broad.Cash cowsLighting bathtubThis special function really attracts some people. Its product life cycle will take a long time and the company will always adjust its design and the color. So its market grows slowly.Problem childrenPedestal-removable bathtubAlthough it is convenient for cleaning, its function seems simple. It wont be the dominant product in the market but its market will grow fast owing to many housewives.Dogs Bathtub with TVIts price must be a lot more expensive than other products, many people cant afford it or maybe think there is no need to watch TV while taking a bath, so it may has a low market share in slow growing markets.Folding bathtubConsidering the fact that many people are accustomed to the traditional bathtub, and it is more suitable for the house whose bathroom is too small. Although some family will choose it as a alternative, it will have a low market share.Pricing strategies:We will choose penetration pricing tactic when launching the product with these considerations: 1)For every new house, the decoration of the bathroom is an important part, this business plan is geared to the needs of almost every family, not simply for the people with high salaries.2)Some special functions will not cost too much, so the price we set will be just a bit more expensive than the products we produced before or just keep the price. When people compare the products in the market, they will find that our products really worth it.Promotion: The company will advertise through the internet and the radio mainly and on the magazine for one page, aiming to introduce our product in details and we will provide with services like 1)installing for free together with a person who will explain how to use and enjoy it to the fullest;2)presents so long as you buy and more presents when buying more(The presents are practical, repairing tools, cleaning liquid, spare lights and pieces of pedestal);3)free repair for one year.Place:Both physical store and online shop will be selling the products. (Special training for the salesclerk and the customer service online is necessary so that they will notice the great importance of their work and their attitude. Make sure that all the staff have tried the product and know it very well).Competitors:/Profession2/1/yugang/4(relevant information)Financial Data:Sources of finance: External finance: share capital constitutes almost 50% of its long-term sources, 30% from loans. Considering that the main cost will be spent on its assembly line, the rest of long-term sources will from leasing. We also choose factoring as short-term sources just in case that a large sum of cash is needed in some urgent conditions. All these add up to 500000 yuan.An estimate of the amount of money that would be required to start the business is at around 820000 yuan.Details:a. For fixed assets:Production equipment250000Other facilities(desks, chairs, extinguishers, trucks and so on)400000Gross amount 650000（Price reference:/offer/1298312382.html /m55/13779_index.html ）b. Current assets(the raw material and stock) 50000c. Working capital=assets-liabilities=450000 yuand. To produce these new kinds of bathtubs, we need to purchase other materials, employ technicists, together with the fixed cost (power and renting expenses )for now will cost 200000 yuan for at least three months.e. For advertising: 100000 yuan for internet advertising and 70000 yuan for magazine advertising.（Price reference:/link?url=QyG9FBHWn0ml-udu32bMeKx7bf4G8c2zPNBO2wSz2gQworIBfZqUunTQvFEI2eukrpRL-jDqYFQBFnr7b9iEHgiBa9t25BXXj9fPcYad8Fu /magzine/12214/price.html ）Cost and profit:The cost is decided by the material ,the size and the function. We use Acrylic sheets which are robust and have the advantage of maintaining the temperature for longer time. 1)The common size with no special function will cost 1000-1150. 2)The tub for two people or in particular shape will cost 1260-1380. 3)The massaging bathtub will cost a lot, at around 1900-3500. 4)The lighting bathtub with cost 1100-1200 for halogen lighting sources and 1200-1300 for LED lighting sources. Fixed cost like laborers salaries and variable cost like power expenses are included, and the price of Acrylic sheets is 23yuan per kilogram. Here are some of the price reference of the materials./cp_231216.htm /offer/197914363.html /category-dengguangyuan/goods-52584.html?page=1&index=24 We set 30% of the cost as profit for each bathtub we sell.Procedures:Regulations:(1)Personnel attendance system:Extra work on workdays:150%*base*daysExtra work on day off: 200%*base*daysExtra work on holidays:300%*base*days7.5 working hours per day for all the staff and overtime pay is calculated as followed(2) Code of conduct(3) System of rewards and penalities(4) Training, appraisal and career development(5) Rights for employees: Employee will have less than total 6 months medical treatment period within one year, the salary will be paid during the medical treatment period will be 60 of base salary for who has kept working for less than 5 years, 70% of base salary for who has kept working for more than 5 years and less than 10 years and 80% 60 of base salary for who has kept working for more than 10 years. Employee will have th