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哥伦比亚的定制鞋零售商商业计划书

Acknowledgement第7-8页
摘要第8-9页
Abstract第9页
Chapter One Introduction第16-24页
    1.1 Background第16-19页
    1.2 Current Status第19-21页
        1.2.1 Colombian fashion market:第19-21页
        1.2.2 Footwear industry第21页
    1.3 Research implications第21-22页
        1.3.1 Theoretical implications第21-22页
        1.3.2 Practical implications第22页
    1.4 Research contents and methods第22-24页
        1.4.1 Research contents第22-23页
        1.4.2 Research methods第23-24页
Chapter Two Literature Review第24-37页
    2.1 Literature review (applied to the new venture, academic literature used to frame the project)第24-28页
        2.1.1 E-commerce第24-25页
        2.1.2 Digital marketing第25-27页
        2.1.3 Customized products第27页
        2.1.4 Shoe Retailers第27-28页
        2.1.5 Corporate Social Responsibility (CSR)第28页
    2.2 Models/concepts/frameworks第28-35页
        2.2.1 Business Model Canvas第29-30页
        2.2.2 Value Chain Analysis第30-31页
        2.2.3 Five forces of Porter:第31页
        2.2.4 PEST+EL Analysis:第31-32页
        2.2.5 SWOT analysis:第32-33页
        2.2.6 Project schedule第33-35页
    2.3 Application of the relevant models/concepts/frameworks第35-37页
Chapter Three The Opportunity and Innovation第37-65页
    3.1 Market research第37-43页
        3.1.1 The gap第37-38页
        3.1.2 Survey Results第38-43页
    3.2.Industry analysis:第43-54页
        3.2.1 Principal competitors:第47-49页
        3.2.2 Current competitive situation + PEST-EL:第49-53页
        3.2.3 Projected strategic moves by current players第53-54页
        3.2.4 Changes brought to the competitiveness of the industry by the new venture第54页
    3.3 Innovations brought to the industry by the new venture第54-57页
        3.3.1 Intellectual property/patents第56-57页
    3.4 Strategy第57-63页
        3.4.1 Sources of differentiation and competitive advantage:第59-63页
    3.5 Ethics and Sustainability第63-65页
Chapter Four The Company and Team第65-75页
    4.1 Legal structure第65页
    4.2 Ownership第65-66页
    4.3 The advisory board第66页
    4.4 The management team第66-75页
        4.4.1 Expected contributions by each team第67-71页
            4.4.1.1 General Manager第67-68页
            4.4.1.2 Marketing Manager第68-69页
            4.4.1.3 Logistic Manager第69页
            4.4.1.4 Manager store staff:第69-70页
            4.4.1.5 Store staff第70-71页
            4.4.1.6 IT Expert第71页
        4.4.2 Expected salary第71-75页
Chapter Five Marketing Plan第75-92页
    5.1 Identification of customers第75-76页
    5.2 Number of potential customers and potential sales revenues第76-82页
        5.2.1 Potential Customers第77-80页
        5.2.2 Expected Revenues第80-82页
    5.3 Requirements of various customer segments第82-87页
        5.3.1 Entrance segment第83页
        5.3.2 Middle segment第83页
        5.3.3 High segment第83-84页
        5.3.4 Rapid delivery第84-85页
        5.3.5 Importance of purchase convenience第85-86页
        5.3.6 Ways to effectively access each segment第86-87页
    5.4 Appropriate sales and promotion approaches第87-88页
    5.5 Analysis of how purchase decisions are made, and how/if his behavior can be changed第88页
    5.6 Customer price sensitivity第88-89页
    5.7 Cost of acquiring and retaining customers第89-90页
    5.8 Strengths and weaknesses of competitors and ways that competitors are likely to react when the company enters the market第90-92页
        5.8.1 Strengths第91页
        5.8.2 Weakness第91-92页
Chapter Six Operating and Financial plan第92-109页
    6.1 Conversion of inputs into outputs that customers value第92-98页
        6.1.1 Supplier relationships第92-93页
        6.1.2 Inventory required第93-94页
        6.1.3 Manufacturing/service provision第94-95页
        6.1.4 In-house / outsourced operations第95-98页
    6.2 Financial Plan第98-106页
        6.2.1 Cost calculation第98-100页
        6.2.2 Projected Break Even Point第100-101页
        6.2.3 Projected Cash Flow第101-102页
        6.2.4 Analysis of risk, present value, IRR第102-103页
        6.2.5 Analysis of possible scenario and probability of occurrence第103-106页
    6.3 Contingency plans (linked to scenarios in 6.2.5)第106-109页
        6.3.1 Triggers/thresholds to change courses第107-109页
Chapter Seven Conclusions第109-111页
    7.1 Main research conclusions:第109页
    7.2 Limitations and future research directions第109-111页
References第111-119页
Appendixes第119-141页
Table of Figures第141-146页
    Index第141-146页

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