哥伦比亚钢铁经营企业的业务扩展策略

发布时间：2018-04-23 17:32

本文选题：钢铁业 + 商业计划　；参考：《上海外国语大学》2017年硕士论文

【摘要】：本文将分析哥伦比亚麦德林市一家钢铁经营企业的商业计划。该企业从事钢铁产品分销。其主要经营产品之一是钢筋,常用于建筑中以巩固混凝土。该市最大的建筑商购买钢筋并根据需要对其进行弯曲和切割。而企业目前并不提供这项服务。本文分析了企业通过提供这些服务来扩展其业务面的可行性,并通过这种方式来拓展客户。本文第一部分包含文献综述,旨在为进一步分析项目搭建框架。内容包括解释与项目相关的不同模型和概念,并研究其他作者是如何具体应用的。其后,进行了市场研究。在此,对本业务的目标客户,即当地建筑行业进行了分析,包括当地的市场需求,以确定当地市场缺口。之后,通过使用不同的模型,如SWOT分析和波特五力分析法,对行业现状、竞争对手情况进行了整体分析。这些信息是制定企业新业务开发成功战略的基础。随后,介绍了执行项目的团队,其法律结构和负责人等情况。接下来介绍了将在项目开发中实施的营销方案。该方案是基于对潜在客户需求,客户价值观,购买决策等的分析后,制定的战略及解决计划。此后,进行了财务分析,以确定项目的盈利性及是否值得投资。在此,分析了有关成本,盈亏平衡点,预计现金流量,净现值和内部收益率等全部相关信息。并考虑到可能的变数和风险等因素,制定了应变预案。最后,给出了本文的主要研究结论,并指出了研究的局限性和未来的研究方向。基于保密原则,本计划中涉及项目开发的企业实名不能被公开。故此,将使用Acecol的名称替代其真名。
[Abstract]:This article will analyze the business plan of a steel company in Medellin, Colombia. The enterprise is engaged in the distribution of steel products. One of its main business products is steel bars, often used in buildings to consolidate concrete. The city's largest builder buys steel bars and bends and cuts them as needed. And the enterprise does not provide this service at present. This paper analyzes the feasibility of providing these services to expand their business scope, and through this way to expand their customers. The first part of this paper contains a literature review to build a framework for further analysis of the project. The content includes explaining the different models and concepts associated with the project and studying how other authors have applied them. Subsequently, market research was carried out. In this paper, the target customers of this business, namely, the local construction industry, are analyzed, including the local market demand, to identify the local market gap. Then, by using different models, such as SWOT analysis and Porter's five-force analysis, the paper analyzes the current situation of the industry and the competitors' situation as a whole. This information is the basis of a successful strategy for the development of new business. Then, the implementation of the project team, its legal structure and the person in charge of the situation. Then it introduces the marketing scheme that will be implemented in the project development. The solution is based on an analysis of potential customer needs, customer values, purchasing decisions, etc. Thereafter, a financial analysis was conducted to determine the profitability of the project and whether it was worth investing. In this paper, all relevant information about cost, break-even point, expected cash flow, net present value and internal rate of return are analyzed. Taking into account the possible variables and risk factors, a contingency plan was formulated. Finally, the main conclusions of this paper are given, and the limitations of the research and the future research direction are pointed out. Based on the principle of confidentiality, the real names of enterprises involved in project development in this plan cannot be disclosed. Therefore, the name of Acecol will be used instead of its real name.
【学位授予单位】：上海外国语大学
【学位级别】：硕士
【学位授予年份】：2017
【分类号】：F416.31;F274

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