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Business Plan
Course: Management of Change
        08.09.2011
James, Xu, Jin, Frank, Corinna
1. Company vision
   and strategic orientation
 • core competence (Prahalad & Hamel) = product XB7
 • product-market matrix (Ansoff): from diversifcation
   to market penetration
 • competitive strategy (Porter): first differentiation
   (quality leadership), then reducing costs
 • product family (BCG Matrix):
              from question mark to star (XB7)
              develop another question mark (cheaper
               product)
                                                          2
2. Current situation

 1. PLC: introduction period
   - High production costs
   - Few competitors

 2. First to market: pioneer
   - Big market share
   - Reputation
   - early adopters (Rogers)

                               3
2. Longterm goals
   and planned steps 1/2
 Long-term goals:

 • develop a product family
 • clear understanding and communicating of the
   product value
 • motivation for the employees
 • restructure the firm


                                                  4
2. Longterm goals and planned steps 2/2

   number of period   preferred focus
                      position product as qualitative product:
           4          - higher price than competitors
                      - increase of marketing activities
                      1.technological development:
           5          - clarification of dominant design
                      - precedence of standard formulation
                      2.increase the satisfaction of staff and customers:
                      - training of salesmen and technicians
                      - number of visits
                      improve the production:
           6          - number of salesmen
                      - number of technicians
                      develop the production line:
           7          - one new product which has less functions and is cheaper
                      - production capacity
           8          concentration on marketing
                                                                                  5
3. Management decisions 1/5

 Marketing manager
 • raise marketing budget for communicate the customer
   value
 • customer value = easy handling + multifunctional +
   high efficiency and quality
 • brand: Easy Printing Solutions
 • slogan: ‘Professional printing systems for your
   company‘

                                                         6
3. Management decisions 2/5

 HR manager
 1. enhance the quality of recruitment
 2. create the internal harmony atmosphere
 3. improve the work condition
 4. well designed company organizational structure
 5. positively collect staffs' feedback
 6. establish the employee characteristic data base


                                                      7
3. Management decisions 3/5

 Production manager
 1. No development of products in period 4.
 2. Trends should be considered in period 5.
   - PLC: the introduction period
   - S-curve: beginning of an accelerated period




                                                   8
3. Management decisions 4/5

 Financial manager

 ●Found the relation between the categories
 ● Raise our sales price per machine so that we
  could gain more profit.
 ● Production costs, personnel costs or any other
  costs
 ● Lowest cost and a reasonable high price

                                                    9
3. Management decisions 5/5

 Purchase manager
 1.Establish relationship with suppliers
 • Establishing long-term relationship with suppliers
 • Communicating with our suppliers
 • Trying online shopping
 2.Inside our firm
 • Taking a close and active connection with R&D
   division
 • Keeping eyes on production division
                                                        10

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Strategy for Simbiz simulation

  • 1. Business Plan Course: Management of Change 08.09.2011 James, Xu, Jin, Frank, Corinna
  • 2. 1. Company vision and strategic orientation • core competence (Prahalad & Hamel) = product XB7 • product-market matrix (Ansoff): from diversifcation to market penetration • competitive strategy (Porter): first differentiation (quality leadership), then reducing costs • product family (BCG Matrix):  from question mark to star (XB7)  develop another question mark (cheaper product) 2
  • 3. 2. Current situation 1. PLC: introduction period - High production costs - Few competitors 2. First to market: pioneer - Big market share - Reputation - early adopters (Rogers) 3
  • 4. 2. Longterm goals and planned steps 1/2 Long-term goals: • develop a product family • clear understanding and communicating of the product value • motivation for the employees • restructure the firm 4
  • 5. 2. Longterm goals and planned steps 2/2 number of period preferred focus position product as qualitative product: 4 - higher price than competitors - increase of marketing activities 1.technological development: 5 - clarification of dominant design - precedence of standard formulation 2.increase the satisfaction of staff and customers: - training of salesmen and technicians - number of visits improve the production: 6 - number of salesmen - number of technicians develop the production line: 7 - one new product which has less functions and is cheaper - production capacity 8 concentration on marketing 5
  • 6. 3. Management decisions 1/5 Marketing manager • raise marketing budget for communicate the customer value • customer value = easy handling + multifunctional + high efficiency and quality • brand: Easy Printing Solutions • slogan: ‘Professional printing systems for your company‘ 6
  • 7. 3. Management decisions 2/5 HR manager 1. enhance the quality of recruitment 2. create the internal harmony atmosphere 3. improve the work condition 4. well designed company organizational structure 5. positively collect staffs' feedback 6. establish the employee characteristic data base 7
  • 8. 3. Management decisions 3/5 Production manager 1. No development of products in period 4. 2. Trends should be considered in period 5. - PLC: the introduction period - S-curve: beginning of an accelerated period 8
  • 9. 3. Management decisions 4/5 Financial manager ●Found the relation between the categories ● Raise our sales price per machine so that we could gain more profit. ● Production costs, personnel costs or any other costs ● Lowest cost and a reasonable high price 9
  • 10. 3. Management decisions 5/5 Purchase manager 1.Establish relationship with suppliers • Establishing long-term relationship with suppliers • Communicating with our suppliers • Trying online shopping 2.Inside our firm • Taking a close and active connection with R&D division • Keeping eyes on production division 10