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    题名: 引進專為銀髮族設計之手機至歐洲市場
    The E-Phone: a New Mobile Phone for Elders in Europe
    作者: 盧易
    Jean Michel Louis Leopold
    贡献者: 何小台
    Ho, Chester
    盧易
    Jean Michel Louis Leopold
    关键词: 歐洲市場
    日期: 2009
    上传时间: 2010-06-15 16:24:58 (UTC+8)
    摘要: 引進專為銀髮族設計之手機至歐洲市場
    The following thesis describes a business plan for the implementation of a
    new low cost mobile phone first in France and then in Europe targeting the
    elder population segment. It is based on 2 main potential scenarios of
    development: Go alone strategy thanks to the support of funds from banks
    or a partnership with a Taiwanese ODM company, the latest being the
    privileged one.
    The whole idea of this new low cost phone is based on service providing
    and not product providing:
    - to the company itself, it will create the opportunity to enter in the
    market and prepare a future platform product to be created or future
    services.
    - to ODM, it will provide a low cost, effective way to develop his brand
    in Europe without damaging the relationship with its original customers.
    - to Operators, it will accompany specific offers by providing additional
    dedicated services or add value to customer.
    - to final customer, it will provide a tool of communication for the first
    time dedicated to the real need at an affordable price.
    These benefits are the heart of this business plan while the financial goal
    will only be to reach the break even.
    Executive summary
    1 Introduction
    2 Market Survey
    2.1 Mobile Market situation
    2.1.1 Sales and Market share
    2.1.2 Law and regulations in Europe
    2.1.3 Situation in France
    2.2 Description of the targeted market and implication for the
    product
    2.2.1 Geographic segmentation
    2.2.2 Age segmentation
    2.3 Competition
    2.3.1 Very Cheap Phone
    2.3.2 Phone for senior citizen
    2.4 Psychological analysis of the market
    3 Description of group involved
    3.1 Competitors
    3.2 ODMs
    3.3 Operators
    3.4 Final Customers
    3.5 European, National and Local Administration
    Introduction of a new phone for Elders in Europe: The E-Phone 3/51
    4 Business Case
    4.1 Executive Summary
    4.2 Reasons
    4.3 Business options
    4.4 Expected benefits
    4.5 Expected disbenefits
    5 Product Description
    5.1 Project Definition
    5.2 Project Product Description
    5.2.1 Simple Phone
    5.2.2 Logistic Center, distributor and service
    5.3 Project Approach
    5.3.1 Product development
    5.3.2 Marketing approach
    5.3.3 Logistic and Service Development
    5.4 Main Issues, Risks and Preventive / contingency plan
    5.4.1 Risk Assessment Matrix
    5.4.2 Detailed descriptions: Development Issue: SMS: in or out?
    5.5 Project Management team structure
    6 Promotion plan for the development of the market
    6.1 Promotion strategy
    6.1.1 Explanation of the strategy
    6.1.2 First Phase: Direct sales and Internet sales
    6.1.3 2nd Phase: Direct sales and Internet sales
    6.1.4 Media plan: Direct documentation, Radio advertisement,
    Introduction of a new phone for Elders in Europe: The E-Phone 4/51
    Newspaper advertisement, TV advertisement
    6.1.5 Finding and Keeping the customers
    6.2 Pricing strategy
    7 Timescale & Evolution
    8 Financial aspect
    8.1 Start-Up capitalization
    8.2 Sales scenarios and hypothesis
    8.3 Expenses and Revenue Overview
    8.4 Financial plans
    8.4.1 Opening Day and projected Balance Sheet
    8.4.2 Income Statements for 2 years
    8.4.3 24 months projected Cash Flow
    8.4.4 Graphics
    9 ANNEXES
    描述: 碩士
    國立政治大學
    國際經營管理碩士班(IMBA)
    97933057
    98
    資料來源: http://thesis.lib.nccu.edu.tw/record/#G0097933057
    数据类型: thesis
    显示于类别:[國際經營管理英語碩士學程IMBA] 學位論文

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