PHOTOY Business Plan Global MBA 2 | P a g e PHOTOY Business Plan Global MBA PHOTOY S.L. BUSINESS PLAN 3 | P a g e PHOTOY Business Plan Global MBA 4 | P a g e PHOTOY Business Plan Global MBA Index 1- INTRODUCTION .................................................................................................................. 9 1.1- CAMERAS & HISTORY ............................................................................................................. 9 1.1.1- The origins of photography ............................................................................................. 9 1.1.2- History of the camera .................................................................................................... 10 1.2- ANALOG PHOTOGRAPHY ..................................................................................................... 12 1.3- TRENDS ................................................................................................................................. 13 1.3.1- It’s old but it’s new ........................................................................................................ 13 1.3.3- Lomography history ...................................................................................................... 18 1.4- MISSION ............................................................................................................................... 18 1.5- VISION .................................................................................................................................. 19 1.6- BUSINESS MODEL ................................................................................................................. 20 2- EXTERNAL ANALISIS. ..................................................................................................... 21 2.1- INTRODUCTION .................................................................................................................... 21 2.2- FIVE FORCES OF PORTER ...................................................................................................... 22 2.2.1- Potential new competitors ............................................................................................ 22 2.2.2- Bargaining power of customers .................................................................................... 22 2.2.3- Bargaining power of suppliers ...................................................................................... 22 2.2.4- Possible competitor response strategies ....................................................................... 23 2.2.5- Threat of substitute products or services ...................................................................... 23 2.3- BARRIERS OF ENTRY AND EXIT ............................................................................................. 23 2.4- MACROECONOMIC ENVIRONMENT .................................................................................... 24 2.4.1- Economic Environment.................................................................................................. 24 2.4.2- Political Environment .................................................................................................... 25 2.5- THAILAND EXPORTS OVERVIEW ........................................................................................... 26 2.6- MARKET SIZE ........................................................................................................................ 27 2.7- CUSTOMER’S PROFILE .......................................................................................................... 27 2.8- COMPETITORS ...................................................................................................................... 28 2.9- DISTRIBUTION CHANNELS .................................................................................................... 29 2.10- SUPPLIERS .......................................................................................................................... 29 3- INTERNAL ANALISIS ...................................................................................................... 30 3.1- INTERNAL ANALYSIS OVERVIEW .......................................................................................... 30 3.2- KEY BUSINESS FACTORS IDENTIFICATION ............................................................................ 31 3.2.1- Economic Factors .......................................................................................................... 31 3.2.2- Financial Factors ........................................................................................................... 31 5 | P a g e PHOTOY Business Plan Global MBA 3.2.3- Commercial Factors....................................................................................................... 32 3.2.4- Operational Factors ...................................................................................................... 32 3.2.5- New products research Factors ..................................................................................... 32 3.2.6- Human Resources Factors ............................................................................................ 33 3.3- COMPANY STRATEGIC PROFILE ............................................................................................ 33 3.4- SWOT ANALYSIS ................................................................................................................... 34 4- INTERNAL ANALYSIS ..................................................................................................... 36 4.1- PRODUCT / SERVICE DESCRIPTION. ..................................................................................... 36 4.1.1- Product lines .................................................................................................................. 36 4.1.2- Product development .................................................................................................... 36 4.2- PRODUCT PORTFOLIO .......................................................................................................... 38 4.3- MANUFACTURE AND PRODUCTION..................................................................................... 45 4.3.1- Material resources ........................................................................................................ 45 4.3.2- Human resources .......................................................................................................... 49 4.3.3- Processes ....................................................................................................................... 49 4.4- EXPANSION PLAN ................................................................................................................. 56 4.4.1- National expansion ....................................................................................................... 56 4.4.1- International expansion ................................................................................................ 57 4.5- RISK MANAGEMENT ............................................................................................................. 58 4.5.1- How is photoy going to face and mitigate those risks? ................................................ 60 5- MARKETING PLAN .......................................................................................................... 62 5.1- BRAND .................................................................................................................................. 62 5.1.1- Name ............................................................................................................................. 62 5.1.2- Logo ............................................................................................................................... 62 5.2- PRODUCT PORTFOLIO .......................................................................................................... 63 5.2.1- Product .......................................................................................................................... 63 5.2.2- Features......................................................................................................................... 64 5.2.3- Portfolio: Cameras, Film & Gadgets .............................................................................. 64 5.2.4- Camera replica portfolio ............................................................................................... 65 5.2.5- Film portfolio ................................................................................................................. 66 5.2.6- Gadgets ......................................................................................................................... 69 5.3- PRODUCT WARRANTY AND RETURN POLICY ....................................................................... 70 5.4- PRICING ................................................................................................................................ 71 5.5- PROMOTION ........................................................................................................................ 72 5.6- PROCESSES ........................................................................................................................... 81 6 | P a g e PHOTOY Business Plan Global MBA 5.7- PLACEMENT: CHANNELS TO MARKET .................................................................................. 83 5.8- MARKETING ORGANIZATION 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