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| 研究生： |
何心怡 Hernandez, Cindy |
|---|---|
| 論文名稱： |
創新提供企業服務的方式 Presto honduras: innovating the way of providing services |
| 指導教授： |
劉助
Liu, James |
| 口試委員: |
吳文傑
Wu, Jack 彭喜樞 Peng, Shi-Shu |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2018 |
| 畢業學年度： | 106 |
| 語文別： | 英文 |
| 論文頁數： | 73 |
| 中文關鍵詞： | 電子商務 、服務 、營造業 、宏都拉斯 |
| 外文關鍵詞： | Presto |
| DOI URL： | http://doi.org/10.6814/THE.NCCU.IMBA.016.2018.F08 |
| 相關次數： | 點閱：498 下載：4 |
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Presto is a service e-commerce marketplace, which aims to innovate the way in which services are provided. It is engineered to start in Honduras, and modeled in a way in which it can be replicated in the rest of Central America.
Solving the key problems that the Honduran society is currently facing; by providing a viable reliable solution. Starting with a small business that can be scaled and franchised in the future. Through the use of budgeting engineering which is one of our core competencies we will be able to deliver an optimal service at an affordable price. Several marketing techniques will be used within our marketing strategy. Word of mouth will have an important role, since we aim to create a community that nurtures feedback.
Our key partners are vital since they will provide the means to deliver our final goal, which is to form a community that mutually helps one another. We have devised a growth plan with short and long term goals, which encompasses a brand and line extension, including the proposal of opening our own hardware store and slowly incorporating additional services to the platform.
To fund this business, we plan to take a loan with a local bank in Honduras, the initial investment will be of around USD $30,000. Forecasting the worse conditions, we will be able to become a profitable company by the second year of operations. Progressively we aim to educate our customer and increase our market share. In order to become one of the lead companies in the service industry in Honduras, and later on in Central America.
1 Company Overview 1
1.1 Mission 1
1.2 Vision 1
1.3 Impact and Goals 2
1.4 Objectives 2
1.4.1 General Objectives 2
1.4.2 Specific Objectives 2
1.5 Key Success Factors 3
1.6 Brand and Service Overview 4
1.7 Company Ownership 4
1.8 Organizational Structure 5
1.9 Presto HN Logo 6
2 Industry Analysis Environment 7
2.1 Global E-Commerce 7
2.1.1 E-commerce Sales Worldwide 8
2.1.2 North American E-commerce market 9
2.1.3 European E-Commerce Market 9
2.1.4 Asia-Pacific E-Commerce Market 9
2.1.5 Latin American E-Commerce Market 9
2.1.6 Major E-commerce platforms 10
3 Macroeconomic Analysis 15
3.1.1 Demographics 15
3.1.2 Labor Force Segmentation 16
3.1.3 Criminality 18
3.1.4 E-commerce 20
3.1.5 Construction Industry in Honduras 21
4 Situation Analysis/Business Opportunity 23
5 Strategic Framework 24
5.1 SWOT Analysis 24
5.2 Strategies for Maximizing Strengths s and Opportunities 25
5.3 Strategies for Mitigating Weaknesses and Threats 26
5.4 Industry Attractiveness: Porter’s Five Forces Model 26
5.4.1 Threat of New Entrants 26
5.4.2 Buyer’s Bargaining Power 28
5.4.3 Supplier’s Power 29
5.4.4 Threats of Substitutes 30
5.4.5 Industry Rivalry 30
5.4.6 Synthesis of Business Competition 31
6 Business Model 32
6.1 Value Proposition 32
6.1.1 Customers 32
6.1.2 Service Contractors 32
6.2 Customer Segmentation 33
6.3 Channels 34
6.3.1 Communication Channels 34
6.3.2 Sales Channels 34
6.4 Revenue Streams 35
6.5 Customer Relationships 36
6.6 Key Resources 36
6.7 Key Partners 37
6.8 Key Activities 37
6.9 Cost Structure 38
7 Marketing 41
7.1 Services 41
7.2 Services provided by Presto 41
7.2.1 Predefined Services 41
7.2.2 Masonry 42
7.2.3 Ironwork 43
7.2.4 Flooring 43
7.2.5 Carpentry 44
7.2.6 Electrical 44
7.2.7 Interior Design and Remodeling 45
7.2.8 Roofing 45
7.2.9 Utility and Essential Service Installations 46
7.2.10 Cleaning Services 46
7.3 Place 47
7.3.1 Location 47
7.3.2 Mobile Application 48
7.3.3 Web Site 48
7.4 Target Market 49
7.5 Pricing 49
7.5.1 Price per Service 49
7.5.2 Payment Methods 53
7.6 Promotion 53
7.6.1 Traditional Media 54
7.6.2 Appearance in the Annual Construction Expo 54
7.6.3 Promotional Codes 55
7.6.4 Referral Marketing 55
7.6.5 Online Marketing 55
8 Future Opportunities 57
8.1 Service Development 57
8.2 Brand Extension 57
8.3 Line Extension 57
9 Financial Plan 58
9.1 Startup Expenses 58
9.2 Assumptions for Financial Plan 59
9.3 Projected Initial Balance Sheet 60
9.4 Pro Forma Income Statement 61
9.5 Pro Forma Cash Flow 62
9.6 Cost Volume Profit Analysis 63
10 Conclusions 65
11 Bibliography 66
12 Appendix 70
12.1 Startup Expenses 70
12.2 Loan Amortization 71
12.3 Sales/Revenue Forecast 72
12.4 Depreciation 73
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