Business Plan for Micro Shopee

8/2/2019 Business Plan for Micro Shopee

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REACHING TO SAFTY LIFE


2/27

Market Targets

India to emerge largest security market in next 10 years:

report

India, which currently shares 3.6% of global homelandexpenditure, will require to take it upwardly to an extent of 6%over the next decade to effectively take on emerging securityrisks, a Assocham-KPMG report said.


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Growth Targets

Target market takeoverwould be 15% on onlyfire alarms

Target market size forfire alarms and carbonmonoxide would be 20%of market

Target market size for all3 systems would be 30%

0

5

10

15

2025

30

Target

market

in %

Each target

by system

Targets

Fire alarms

Carbonmonoxidealarms

Home alarmsystems


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Threats of Competitors

No other company produces an air freshener incombination with smoke alarm, security system,or carbon monoxide detector

Possible competitors

Fire alarm producers

Carbon monoxide producers

Security system producers

Air freshener producers


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Quantified, Quantifiable, Profitable

The two major brands, glade and renuzit, areboth owned by conglomerates

One is a publicly traded German company

Henkle and one is a private company SCJohnson

Both have been in business for several years

offering a variety of products making the homecleaning product market very profitable


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Internal Strengths and Weaknesses

Strengths

Production development

Market ability

Quick distribution capability

Weaknesses

New business

High research and development costs

Capturing of market shares in a mature market


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Product Life Cycle

Product life cycle

Market introduction

Market growth

Market maturity

Sales decline


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Market Introduction

Customers not familiar with new product Sales low

Use informative promotionTell customers about product

Introduce advantages of our product

Company will see loss during intro. due to

Cost for promotion Product development

Place development


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Market Growth

Stage for biggest profits

Rapid sales

Wide marketing mix Competition will enter

We will continue growing product and

increasing benefits


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Market Maturity

Sales level off

Competition begin creating variations

Profits will decline through this stage due to Rising promotion costs

Competitors cutting their prices

Persuasive very important at this time Competitors products becoming so similar to ours

Price sensitivity due to this


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Sales Decline

New products introduced to replace old

Strong product to create profits until the end

Successfully differentiating our product

Customer loyalty


12/27

Forecast

New home construction from 2000-2004 is25,188

House formation going to rise at an average of

1% per year to reach 384,000 households in2010

485 single family housing constructions permits

given in 2005 11 multi-family new construction permits given

in 2005


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# of local builders

Classic Design Homes

Cougar Construction

Dan Fluery Construction

Dan Lowe Construction

Kw Signature Homes

McDadden Construction

Skyline Builders Montana

Wells Built Homes


14/27

Segment Strategy

Homogeneous- target customers should be as similar aspossible (all are homeowners, renters, etc.)

Heterogeneous- customer in different segments shouldbe as different as possible with respect to their likely

responses (wide variety of people, backgrounds,income, etc.)

Substantial- Segment should be big enough to beprofitable

Operational- segmenting dimension should be usefulfor identifying customers and deciding marketing mixvariables


15/27

DimensionsBehavioral

Needs- economical, functional

Benefits Sought- Continence for homeowners

Brand Familiarity- recognition- this is an advantage

because there are many room deodorizers in the market

Thoughts-

Favorable- length of time between replacements, possibleremote adjuster to control amount of scent release

Unfavorable- difficulties switching cartridges, regulatingstrength of smell


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DimensionsBehavioral

Rate of use- heavy because it is always on

Purchase relationship- intermittent due to timebetween replacement cartridges

Kind of shopping- new unsought products

Type- or problem solving- limited problem

solving Information required- medium due to new

product


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DimensionsGeographic

Region of world- North America

Region In country- Pacific, Mountain, WestNorth Central, West South Central East, NorthCentral, East South Central, South Atlantic,Middle Atlantic, New England

Size of City- any size, all consumers


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DimensionsDemographic

Income- any income, all consumers

Sex- Sex neutral

Age- 18 and up

Family Size- any size of family Family Life Cycle- any family life cycle

Occupation- No occupation preference; all renters,homeowners, emphasis on housewives

Ethnicity- no ethnical boundaries

Social Class- any and all social classes


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Decision Making Process

Identify the problem- Consumers needs are to protect homewhile giving home a refreshing scent

Gather Information- Consumers will gather information throughyellow pages, internet, newspaper, home magazines

Evaluate Alternatives- Smoke detector onlylow costs

Air freshener onlylow cost

Smoke detector & air freshener- intermediate costs

Make Decision- Consumers will choose combo because they getmore for their money

Evaluate Decision- Consumer will be satisfied because productgives them sense of safety and freshens home


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Means End Chain

Product Smoke detector/air freshener

Attributes Two in one system provides convenience, safety and comfort

within a reasonable price Consequences

Physical- safety device, refreshining odor Psychological- comfort of working safety device, convenience

in two of two in one device Value

Reasonable price, convenience, safety


21/27

Perceptual Map

General Specialty

*ReNuzit

*Oust

*Glade

*Fresh Alert

*Vapor Plug

Luxury Priced

Economically Priced


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Promotion Objectives-Inform

Attention Strategy- Newspaper advertising, internet advertising, yellow

page advertising, home magazine advertising

Information Strategy- Convenience, word of mouth, sponsorship if

demonstrations

Desire Strategy- Coupons, rebates, warranties

Action Strategy- Inform customer of additional products, Inform

customer of changes in product


23/27

Place Objectives

How to manage channel relationships Producers (ourselves) will lead our channel We will also have a channel captain to take care of any and all

conflict that may get in the way

Customer Service level desired Inventory Level- level to meet sales + 10% Transportation Arrangements- will ship directly from our

warehouse to customer Facilities needed- Factory, warehouse, office space Information technology needed- need to know and keep up

with the safest detection ways possible and ways to keepfreshener quiet and leaving a continuous smell


24/27

Place Objectives-Medium Care

Channel SystemsWill be sold using multi-channel distribution to

customers (builders, consumers, etc.) in order to get

our product out there and being used. Degrees of market exposure desired

Intensive distribution

Types of middlemen needed Retail store, building contractors, home cleaning

services


25/27

Price Objectives-Sales

Current hardwired smoke detectors run from $15-$130

Automatic air fresheners can be purchased for $10-$20

Objectives: A sales oriented approach focused on unitsales growth

Competition: Although there are no currentcompetitors, success of our product would spurn rapid

copying and we could not match the resources of bigname brands. Fire alarm companies and Fragrancemanufactures could form alliances.


26/27

Brand Positioning Statement

Fresh Alert produces specialized room

deodorizers installed inside smoke

detectors, fire detectors, and carbon

monoxide detectors. We protect your homewhile delivering a refreshing scent that is

easy and convenient to maintain at a very

economic price.


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Resources

http://factfinder.census.gov/servlet

http://housing.state.mt

http://www.hbabillings.net/permits/permit_results

http://hbabillings.net/pdf/06participatingbuilders.pdf

https://secure.spectronics.com
http://factfinder.census.gov/servlethttp://housing.state.mt/http://www.hbabillings.net/permits/permit_resultshttp://www.hbabillings.net/permits/permit_resultshttp://hbabillings.net/pdf/06participatingbuilders.pdfhttp://hbabillings.net/pdf/06participatingbuilders.pdfhttp://hbabillings.net/pdf/06participatingbuilders.pdfhttp://hbabillings.net/pdf/06participatingbuilders.pdfhttp://www.hbabillings.net/permits/permit_resultshttp://www.hbabillings.net/permits/permit_resultshttp://housing.state.mt/http://factfinder.census.gov/servlet

Documents

Business Plan for Micro Shopee