ProposalforSettingupTinyWorldChildrenstoystoreProject英语本科毕业论文.doc

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1、Setting Up Tiny World Childrens toy store ProjectSubmitted to: Mr. Zhang Wei JianManagerPersonal Business DepartmentPing Zhou Branch Office BankofChinaPrepared by:Liang Jing ChangTel: 13927777490E-mail: 369243478Date: November 20, 2014Table of Contents Introduction 1 Opportunities.2 Strengths2 Premi

2、ses.2 Facilities.2 Service.3 Cost breakdown .3-4 Benefits.4 Schedule.5 Risk and Management.5 Conclusion.5 Appendices1. Analysis of the Business. 6-72. Customer Profiles .83. Focus Groups . 94. SWOT Analysis .105. SMART116. Action Plan.127. Activity Chart.13-148. Costs Breakdown15-169. Risk Analysis

3、and Management Plan.1710. Logical Framework of the Project .18-19Proposal for Setting up Tiny World Childrens toy store ProjectIntroductionChinese is a country with a large population, and the birth number base is therefore large. The number of children and babies under the age of 14 is close to 3 h

4、undred million, which accounts for almost 25% of the population in China. According to the city bureau of statistics, there are 2.5 million children in the city of Sanshan, constituting a large group of toy consumption.Children make up a large group of toys consumption. .More than 80% of parents thi

5、nk the toy is an important source of childrens happiness, which means they are ready to invest in toys.Most parents do not allow the expense on a toy to go beyond 100 Yuan, thinking there is no need to buy too expensive one because the children will throw it after playing it for a moment. They often

6、 have a limited capacity of economy. However other parents say they must buy good-quality toys for their children, because the children often like to put it into their mouth, and the good toys can ensure the childrens safety. The toys have significant price differences in the market. So we dont have

7、 to choose the most expensive, but a reasonable one for children.We plan to set up Tiny World Childrens toy store in Sanshan District between Sanshan primary school and kindergarten.According to comprehensive marketing research, the new toy store will surely offer good- quality products and excellen

8、t services to satisfy the customers needs, increasing the revenues and profit and improving the financial situation.By collecting information and investigating the market we have learned about peoples needs, complaints and suggestions. So a decision has been made after careful considerationopening a

9、 toy store that offers various toys which can meet all kinds of children needs, while the price is reasonable. The store will be more popular among the children and parents.The location is quite good, where there is a heavy flow of children, who will be our potential customers. In addition, there ar

10、e many other advantages, such as transportation, business atmosphere.“Serve you, Satisfy you” is our everlasting tenet. We will try our best to do well in every aspect.FindingsOpportunitiesThe toys store is in urban areas, covering an area of about 80 square meters, we have the following favorable o

11、pportunities: Only one toys store in San shan areas A lot of children living around the premises. Lots of children playing in the park. A steady supply of toys.StrengthsI have 3-year experience in childrens toys shop and 5-year experience in marketing.Transportation is very convenient, because of it

12、s location-the shop is located between the supermarket and the kindergarten, the playground, and there is a high flow of customer traffic. There is large parking lot nearby There are a lot of children around the premises. We will be able to purchase toys directly from the factory which will guarante

13、e the quality of products.PremisesWe plan to set up Childrens toy store in Sanshan District between Sanshan primary school and kindergarten, and have the following features: People can get great prices and quality in our store. The room is spacious and it could allow children to play. There are a lo

14、t of children around. The interior decorating is fashionable and comfortableFacilities One computer One telephone/fax One printer Desk and chairs Some repair toolsService:We will offer services according to the requirements and suggestion of our customers. The new services are mainly as follows: Off

15、er customers more choices with diverse styles and items. Provide free delivery and cash on delivery to local consumers. Repair any non-intentional damage within one month free of charge. Allow flexible payments: either by cash or by credit cards.Cost breakdown:Rental cost: The site of shop would cos

16、t RMB 30,000 to rent each year.Decorating: The purchase of decorating materials and the labour costs would reach RMB 35,000.Item NamePrice (RMB)Labor cost16,000Floor.6,000Ceiling.1,500Cement.500Wood1,500Lights &Switches.1,000Paint.8, 000Others.500Equipment: The cost of equipment of the project will

17、be RMB 7,000Item NamePrice (RMB) A Computer.3, 500 A Telephone/fax.200 A printer.1,000 Shelves.1,000 A desk and chairs.500 Repair tools300Other items.500Budget: The annual increase in the operating budget would be RMB 136, 000.Item NamePrice (RMB)Wages.60, 000Advertising expenses.1,000Working funds.

18、 70,000Tax 5,000Total cost of the project:Initial cost:Decoration.35, 000Equipment.7,000SUB-TOTAL. 42,000Budget: Rental cost.30, 000Wages.60, 000Advertising expenses.1,000Working funds. 70,000Tax 5,000SUB-TOTAL. 166,000-TOTAL COST: 208,000BenefitsThe toys store will totally invest 200,000 Yuan. We w

19、ill spend 30,000 Yuan in the rent cost, 80,000 Yuan in buying the toys, maintenance equipment and Office appliance, 35,000 Yuan in decoration, 45,000 Yuan in other spending.According to calculation and budget, the management plans an annual finance as follows:A month A yearTurnover 25,000 300,000Run

20、ning costs 15,000 180,000Depreciation 1,000 12,000Profit 9,000 108,000On the basis of the business available, the average sales amount is about RMB9, 000 Yuan monthly, expected to reach RMB 108,000 Yuan in the first year. The turnover will rise by 25 % per month and profit by 30% in the following ye

21、ars.ScheduleIt will take five weeks to implement the project when it has been approved.First of all, we will identify the locations of the premises and sign the contracts with landlord within five days. We will register in Foshan Bureau of Administration for Industry and Commerce and design the shop

22、 and decoration within a week. In the third week, we will negotiate with the suppliers and sign the contract, advertise recruitment and sign the contract with the salespersons at the same time. In the fourth week, we will order products, and train salespersons. During the last week, we will have to

23、make full preparations for the opening ceremony, including inspecting the decoration, installing the facilities and doing the foregoing advertisement.Ricks and Management PlantsHowever, we should also consider the risks we have to face before we put the project into practice. Firstly，the competition

24、 is fiercer than before. Secondly, ours is a new-opened store so we lack management experience. Thirdly, people dont know our shop and it will take time to make it known to people. Lastly, something unexpected may take place to damage our business.Although it is impossible to eradicate all these ris

25、ks, controlling and managing them is extremely important. We will have to take some measures to prevent such things from occurring. If something really happens, we will try to lower the risks to the minimum level.Firstly, we must offer the customers the best services and top quality products to popu

26、larize our shop among parents and children.Secondly, we will launch a marketing campaign to make us known to more people. Thirdly, we will have promotion activities, offering benefits to our customers. Lastly, we will visit our customers regularly and take notes of their feedback and advice . Anyway

27、, we will get everything ready to meet the challenges.ConclusionI believe our store will be accepted by consumers as long as we try our best to put them on the top priority. More importantly, we will provide excellent services and make them feel shopping as a pleasant experience. This plan will enab

28、le us to meet the needs of every consumer. Customers requirement is our goal. Customers satisfaction is our aim. Opening the shop will bring us more revenue and better income.I would like to meet with you at your convenience to discuss this project thoroughly. At the same time, I would be willing to

29、 explain any details and provide you with any additional information that you may require. Please do not hesitate to contact me at your convenience and let me know when it is the best time for me to come.AppendixTiny world Childrens toy store ProjectAnalysis of the businessu Market AnalysisChinese i

30、s a country with a large population of 1.3 billion, with children and babies under the age of 14 close to 3 hundred million, which accounts for almost 25% of the population in China, according to the national bureau of statistics. There are 8 million children in city, constituting a large group of t

31、oy consumption, Parents are willing to spend money for their children. As the living standard has been rising, parents are giving a great deal of attention to the various interests of their children. They have come to realize the important role of toys in the childrens life. Toys not only embody soc

32、ial culture, entertainment idea, aesthetic taste but also stimulate the childrens motivation and make them more intelligent. After our research, its very pleasure that are more than 80% of parents thought the toy is very important, it means that our parents have paid more and more attention to toys.

33、 There is social progress.With the improvement of peoples living standard and enhancement of purchasing power, the expenses on necessities will decrease and those on leisure activities and personal development will rise. Especially with the government consistent policy of family planning in the long

34、 run, the three- person family percentage will be growing. The children are precious, and parents are willing to invest in childrens interests and development. Toys are the childs favorites. According to health ministry statistics, the babies born in China are more than 1500 millions a year. So, the

35、 toy industry is very promising.u Business AnalysisTiny world Childrens toy store will be located in San shan District between San shan primary school and kindergarten and near the park .The shop will be invested RMB 200,000 Yuan.The shop will occupy about 80 square meters and will offer a wide rang

36、e of services and comfortable environment to customers.I plan to invest about RMB 200,000 Yuan including the initial cost and working funds, part of which we will borrow from our parents or friends. As the shortage of funds, the shop needs a loan of RMB100, 000 Yuan from the bank.After the plan is a

37、ccomplished I estimate that the revenue will be about RMB200, 000 Yuan and the net profit will be RMB100, 000 Yuan in the first year. The project is expected to increase revenue and profit by 25% and 30% respectively in the following years and increase more in the future. According to comprehensive

38、marketing research, the new toy store will surely offer good quality products and excellent services to satisfy the customers needs, increase the revenue and profit and improve the financial situation.Our toys shop main sales are moderately priced toys of 10 kinds of series, including Plush toys, in

39、flatable toys, remote control series, the puzzle series, and we will provide packaging and maintenance services. Our toys shop has a wide choices of high-quality toy products rich in colors and diverse in styles, and the prices were lower. There are different kinds of toys including toy car, tricycl

40、e, transformer action figure, toy bricks, etc. The shop will hire one male employee to handle stock and one sales girl to offer various services demanded by customers. We strongly believe the store will be run successfully.u Financial Situation AnalysisThe toys store will totally invest 200,000 Yuan

41、, We will spend 30,000 Yuan on the rent cost, 80,000 Yuan on the toys, maintenance equipment and Office appliance, 35,000 Yuan on decoration, 45,000 Yuan on other spending.According to calculation and budget, the management plans an annual finance as follows:A month A yearTurnover 25,000 300,000Runn

42、ing costs 15,000 180,000Depreciation 1,000 12,000Profit 9,000 108,000On the basis of the business available, the average sales amount is about RMB9, 000 Yuan monthly, expected to reach RMB 108,000 Yuan in the first year. The turnover will rise by 25 % per month and profit by 30% in the following yea

43、rs.Our shop will dealing with all kinds of childrens needs. We should do something to get more potential customers. We will give them a big surprise.Customer ProfileMost consumers of our shop are children whose consumption habits depend on the ages and preference. Children make up a large group of t

44、oys consumption. Adult and other people, the baby ages of 0 and 4 are too young to choose which toys they want to buy, so the choice is resting with parent. Children aged 5 to 14, we must focus our attention to this group. The people who like to decorate their houses with toys Primary school and kind