- •Business plan for the new venture Master Thesis
- •Valovaya str.,
- •Declaration of Authorship
- •Abstract
- •Contents
- •1. Introduction………………………………………………………………………………..6
- •2 Theoretical Framework…………………………………………………………………..11
- •4.1. World’s industry outlook…………………………………………………………….….37
- •4.2. Economic trends affecting consulting services in Russia…………………………….…58
- •4.3. Types of consulting firms in Russia…………………………………………………….39
- •6.2 Target customer segments………………………………………………………………...71
- •8. Financial Plan………………………………………………………………………………78
- •6. Conclusion and recommended future work…………………………………………….85
- •7. Appendix a……………………………………………………………………………….88
- •1. Introduction
- •Background
- •1.2 Purpose and objectives of the Master thesis Purpose
- •Objectives of the Master thesis:
- •1.3 Methods and approaches of mastering business plan
- •Data collection
- •1.4 Outline of the Master thesis
- •2. Theoretical framework
- •2.1 Entrepreneurship in business services
- •2.1.1 Entrepreneurial qualities
- •2.1.2 The new venture decision making
- •2.1.3 The new venture creation process
- •2.1.4 Stages of company growth
- •Identify and Define a Market Niche
- •2.2 Management structure in consulting business and types of consulting activities
- •2.3 Tools to create business plan of the new enterprise
- •3. Company idea
- •3.1 Motivation for establishing the new business entity
- •3.2 Positioning concept of the company
- •4. Market analyses
- •4.1. World’s industry outlook
- •4.2. Economic trends affecting consulting services in Russia
- •4.3. Types of consulting firms in Russia
- •4.4 Qualitative evaluation of consulting services
- •4.5 Market capacity and market growth
- •4.6. Main factors of competition
- •5. Business Plan
- •1. Executive Summary
- •1.1 Vision and Mission
- •Vision Statement
- •1.2 Core competences
- •1.3 Management Team
- •1.4 Legal form of company Ownership
- •1.5 Service Targeting
- •1.6 Financial Summary
- •1.6.1. Financial objective
- •Products Through of experience of Marktune consultants have been practicing marketing management, financial management, human resources management and information technologies management consulting.
- •4. Competitor Analysis
- •5. Swot Analysis
- •6. Marketing Plan
- •6.1 Marketing Objectives
- •6.2 Target customer segments
- •6.3 Size of the market and market share of Marktune
- •6.4 Marketing Strategies
- •6.4.1 Products
- •6.4.2 Price
- •6.4.3 Distribution
- •6.4.4 Promotion
- •Investment in Advertising and Promotion
- •7. Key Strategic Issues
- •8. Financial Plan
- •8.1 Start-up costs
- •8.2 Sales Forecast
- •8.3 Organization Structure Chart
- •8.4 Projected financial statements
- •8.5 Business Ratios
- •6. Conclusion and recommended future work
- •7. Appendix a
- •Magazine articles
- •40 Http://www.Raexpert.Ru/ratings/consulting/2009/
- •41 Http://www.Raexpert.Ru/ratings/consulting/2009/
6. Marketing Plan
6.1 Marketing Objectives
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Establish a strong presence in the CIS market
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Use non-profitable government NGO, self-regulated industry associations and Chambers of Commerce as a conduit for entry into the CIS market provide guaranteed demand, market penetration, nation wide distribution, and an opportunity to gauge market acceptance of Marktune at a reduced business and financial risk.
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Utilize acquired market knowledge and presence to establish secondary sales to existing customers both through NGO, Industry associations and Chambers of Commerce affiliations and through the efforts of Marktune own sales force.
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Establish significant high-margin sales.
6.2 Target customer segments
Early-stage entrepreneurial enterprises have limited human and financial resources, and cannot survive being all things to all people in today’s global markets.
Therefore entrepreneurs must target customers and markets where their firm has an easily definable, quantifiable competitive advantage. Marktune is about entering an industry which requires huge amount of capital to start, if decided to get into segment of Big four companies’ competition will be fierce and financial requirement will not be met. The key issue here is that the founding entrepreneurs are aware of these problems to be encountered and have decided to deal in niche market instead of capturing the whole market. This is to avoid direct competition with the big companies in Moscow. Target customer segments of Marktune will be:
Middle-sized companies. Marktune will achieve clients in this segment especially in the areas of financial services, manufacturing, trade and some other related to them growing market segments. Marktune is able to offer its client companies an excellent opportunity to learn new markets and new product portfolio in the new market segments. This kind of companies will be supported in strategy development and optimization of key business areas: marketing, finance, human resources, and information technologies.
Governmental organizations will be supported in area of technical services, research and strategic development.
6.3 Size of the market and market share of Marktune
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By 2015 market size of consulting and audit services in CIS will exceed 10 billions USD;
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Market size of consulting services not including audit in CIS will be equal 6 billions USD;
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Total sales of Marktune in fifth year of operations by 2015 will be equal 2 808 thousand Euro, that is about 0,05 % of the total CIS consulting market.
6.4 Marketing Strategies
Marktune will focus its activities on the geographic markets of the CIS. Activities will be focused on companies from different industries, primary on companies conducting business in finance, manufacturing and trade.
The key to the marketing strategy is to identify top-management and professionals in middle and large organizations with decision-making authority to acquire management consulting services. These individuals can be reached through personal selling, direct mailings, trade shows, and business calls. The marketing approach will demonstrate the benefits of the Marktune products. Emphasis will be placed on how the well structured consulting services creates superior client’s performance.
The fundamental thrust of Marktune marketing strategy consists of attracting executives and business owners by personal contact and through conducting one hour seminars. The company intends to reach management and business owners by conducting seminars on business planning strategies, and publishing "Manager’s" reports free of charge to the prospective client. Advertising will be placed in the classified ads of leading business publications and through the most popular business media.
Differentiation Strategy
Successful entrepreneurs look for differentiation and a competitive advantage in operational excellence, new product, service innovation or customer intimacy. This can be created by excellence in sales or marketing, customer relationship, cost and pricing, niche markets or operational efficiencies around the product. As a strategy for differentiation Marktune shall provide outstanding management consulting services based on development and implementation of marketing strategy. Serviced will be offered for reasonable price.