Arenatote Co. Ltd. Business Strategy
Essay by Pin Srisuttipong • March 13, 2017 • Case Study • 7,677 Words (31 Pages) • 927 Views
[pic 2]
[pic 3]
Sasin Graduate Institute of Business Administration
Entrepreneurship and New Venture Formulation
MGMT D62
Group 9: Business Plan
Candidates:
Paphawee Srisuttipong D590002
Peetikarn Pattanawit D590011
Kom Bijaisoradat D590054
Kochakorn Srisomburananont D590071
Paopanga Siddhigu D580083
Dated: 28 December 2016
TABLE OF CONTENTS
EXECUTIVE SUMMARY………………………………………….………………….…….… 3
- THE COMPANY AND THE PRODUCT………………………………………...….....4
Company History, Mission and Objectives………………………………………………………………….. 4
The New Product or Service.……………………………………………………………………………….... 4
2) MARKETING PLAN..……………………………………...……………………...…… 5
Market Situation.………………………………………………………………………………………...…..5
Market Size, Market Niches, and Growth prospects.……………………………………………………….....5
Current and Potential Rivals and Substitutes.……………………………………………………………….. 5
Our Strategic Advantages.………………………………………………………………………………......6
Initial Competitive Advantages.…………………………………………………………….………………... 6
Sustainable Competitive Advantages.………………………………………………………………………... 6
Strategic Options and Alternative Chosen.………………………………………………………...……... 7
Alternative Business Models Considered.……………………………………………………………...……...7
The Business Model Chosen.……………………………………………………………………………….....8
The Target Market Selected.…………………………………………………………………………………. 9
Marketing Strategies.……………………………………….………………………………………….…....9
Product Design Strategy……………………………………………………………………………………....9
Pricing Strategy.……………………………………………………………………………………………...10
Promotion Strategy.…………………………………………………………………………………………..10
Distribution Strategy.……………………………………………………………………………….………...11
Warranty, Packaging, and other Marketing Strategies.……………………………………………………...12
3) OPERATIONAL PLAN..…………………………………………...…...………………12
Company Structure and Ownership.…………………………………………………………………....…12
The Top Management Team..……………………………………………………………….……………...12
Board of Directors…………...……………………………………………………………….……………...13
Production and Operations.………………………………………………………………………………...13
Production Plan.……………………………………………………………………………………………...13
Logistics of Component Supplies, Inventories, and Distribution.…………………………………………….14
Research and Development …………………………………………………………………………..…….14
Future Products and Services.………………………………………………………………………………..14
Future Geographic Markets.…………………...………………………………………………………….….15
R&D Facilities and Personnel ……………………………………………………………………………….15
Risk Reduction Strategies.………………………………………………………………………………......15
Risks Perceived.……………………………………………………………………………………………….15
Pro-active and Re-active Risk Strategies.…………………………………………………………………….16
Development timeline and key milestone……...…………………………………………….……………..17
Exit and Harvest Strategies.………………………………………………………………….……………..17
4) FINANCIAL PLAN..………………………………………………...…….…………… 17
Underlying Assumptions and Summary Financials.……………………………………………………...17
Expected Case Scenario.……………………………………………………………………………………...17
...
...