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| 研究生： |
盧易 Jean Michel Louis Leopold |
|---|---|
| 論文名稱： |
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 |
| 指導教授： |
何小台
Ho, Chester |
| 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： | 2010 |
| 畢業學年度： | 98 |
| 語文別： | 英文 |
| 論文頁數： | 51 |
| 中文關鍵詞： | 歐洲市場 |
| 相關次數： | 點閱：85 下載：0 |
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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
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