Loading...
|
Please use this identifier to cite or link to this item:
https://nccur.lib.nccu.edu.tw/handle/140.119/31321
|
| Title: | 新設shgrocery之商業企畫書
Shgrocery - Proposal for a Start Up |
| Authors: | 馬睿德
Khan, Raedeep |
| Contributors: | 于卓民
Yu, Joseph
馬睿德
Khan, Raedeep |
| Keywords: | 商業企畫書 |
| Date: | 2008 |
| Issue Date: | 2009-09-14 09:47:40 (UTC+8) |
| Abstract: | 新設shgrocery之商業企畫書
Abstract
This thesis examines how Shgrocery, a 3-month old online grocery delivery company, has been set up in Shanghai, taking into account the opportunity in the market and how the researcher has studied the online consumer behavior and build the business and company framework, with the main customer target being the foreigners living in the city.
When a company is being formed a lot of components are interrelated and the thesis explores on 6 of these components which are; (1) How do we create value? (2) Who do we create value for? (3) What is our source of competence? (4) How do we competitively position ourselves over others? (5) How do we make money? and (6) What are our time, scope and size ambitions?
Using these six components as the guideline the thesis is divided into 5 chapters each related to one another. Readers will find that various methodologies of starting a business model are delved upon in the first chapter. In the Second chapter the market characteristics of Shanghai are explored and the researcher has used a marketing survey to answer various questions related to consumer food purchasing and online habits in Shanghai. The researcher uses convenient sampling as his method of market analysis for the thesis and also uses references from articles and websites. Interesting observations are found with regards to the consumers purchasing habits and online behavior. Moreover, competitors having a similar online business is studied and strategies to differentiate from them is devised.
In chapter three the researcher develops the website, company process and structure, by using the findings and the methodologies of the first two chapters. An analysis is done on the pricing of the products, website and the company using SWOT and Porter’s five forces.
Different methods of effective promotions at minimum cost are delved on in chapter 4, with a concentration on word of mouth marketing which is most apt for the company in the current scenario, which is then followed by how the company saved cost in the beginning of the business and the estimated return on investment for the next three months. Readers also catch a glimpse of how the company plans to expand in the coming months.
Readers will observe the significance of the findings in the strategy devised to survive in the market and will understand how finding the answers to the six different components has helped the researcher in building his own online business and similarly he hopes that reading this thesis will help future entrepreneurs to start their own business in China or any other parts of Asia.
Abstract 3
Table of Contents 4
Chapter 1 Introduction 5
Section 1 Research Background and Motivation 6
Section 2 Research Questions and Objectives 7
Section 3 Methodology 7
Section 4 Limitations of the Research 11
Section 5 Structure of the Thesis and Brief Overview of the Chapters 12
Chapter 2 Market Characteristics and Analysis 13
Section 1 Shanghai and Its Foreign Settlements 14
Section 2 Market Survey 20
Section 3 Competitors Analysis 27
Summary of market Survey 28
Chapter 3 Firm Introduction 33
Section 1 Introduction to Shgrocery 34
Section 2 Creating Value using Buyer Utility Map 36
Section 3 Relationship among Actors 37
Section 4 Company Structure 38
Section 5 Internal Work process 39
Section 6 Process of ordering 41
Chapter 4 Competitive Analysis 47
Section 1 Price Competitiveness Analysis 48
Section 2 Website Competitiveness Analysis 50
Section 3 SWOT Analysis 52
Section 4 Porter’s five forces 53
Chapter 5 Promotion: Getting More with Less 54
Section 1Advertising 55
Section 2 Sales Promotion 55
Section 3 Word of Mouth Marketing 56
Chapter 6 Return on Investment 59
Section 1 How we saved Cost in the beginning 60
Section 2 Return on Investment 61
Chapter 7 Conclusion and Suggestions 63
Section 1 Conclusion 64
Section 2 A few words commenting on the frameworks used 68
Section 3 Suggestions to Future Entrepreneurs 71
Reference 72
Appendices 73
Appendix 1.1 Survey Questionnaire 73
Appendix 1.2 price list which is updated every 2 days 76
Appendix 1.3 DM for Marketing 78
Appendix 1.4. Shanghai Area Density 79
Appendix 1.5 Top Convenience Retailers 81 |
| Reference: | Reference
1. Articles and Books
1. Barney, J., Wright, M., and Ketchen, D.,“The resource-based view of the firm: ten years after”, Journal of Management, 2001 , pp. 625-626.,
2. Bellman, S., Lohse, G., and Johnson, E., “Predictors of online buying behavior”, Communications of the ACM, 1999 , pp. 32-38,
3. Fitzsimmons, J. A. and Fitzsimmons, M. J., Service management, International edition, Singapore: McGraw-Hill, 1998.
4. Haubl.G and Trifts.V, "Consumer decision making in online shopping environment”: The effects of interactive decision aids, 2000, pp. 4-21,
5. Kim Chan., Mauborgne R.,, “Knowing a Winning Business Idea when you see one”, Harvard Business Review, 2000, pp. 129-134
6. Li, N. and P. Zhang, “Consumer Online Shopping Attitude and Behavior,” Eighth Americas Conference on Information Systems, 2002,pp.4-10,
7. Macpherson l Kerrie ,Shanghai History Back to the future, 2002, pp. 37-40
8. Porter M., Competitive Advantage, 1985,Free Press, New York
9. Sernovitz Andy ,How Smart Companies get people talking, 2009 ,Free Press .
10. Scott Reynolds ,Shanghai Consumer food purchasing habits, British Food Journal,Vol.99,Issue 4 , 1997,pp137-141,
11. Talluri S., Baker R.C., Sarkis J., “A framework for designing efficient value chain networks”, International Journal of Production Economics, 62, 1999,pp. 133-144,
12. Tavlaki Elena and Loukis Euripides, “a prerequisite for success in the network economy”18th Bled eConference, 2005,pp.4-10,
13. Wu Michael., All China Annual Report ,Beijing Government Statistics ,2007
2. Websites
1. www.chinahighlights.com
2. www.cityshop.com
3. www.facebook.com
4. www.newentrepreneur.com
5. www.organicshanghai.com
6. www.shanghaicentral.com
7. www.shanghaidaily.com
8. www.shanghaiexpat.com
9. www.smartdirect.com
10. www.stats-sh.gov.cn
11. www.shanghai.gov.cn
12. www.wikipedia .com |
| Description: | 碩士
國立政治大學
國際經營管理碩士班(IMBA)
93933016
97 |
| Source URI: | http://thesis.lib.nccu.edu.tw/record/#G0093933016 |
| Data Type: | thesis |
| Appears in Collections: | [國際經營管理英語碩士學程IMBA] 學位論文
|
Files in This Item:
| File |
Size | Format | |
|---|
| index.html | 0Kb | HTML2 | 414 | View/Open |
|
All items in 政大典藏 are protected by copyright, with all rights reserved.
|
