企业家精神教程(英文)

WUST-NPDiplomainLogisticManagementMsPaulineOoiMrLiangWeeKokMrSeeKhaySohAY13/14Semester11UNIT3BusinessEntryStrategies&TheMarketingProcess2Unit3Objectives•OptionsforBuyinganexistingbusiness,NewstartupandFranchising•ReviewofIndustryTrendsandCompetitiveStrategies•MarketingResearch•MarketingMix–4PsAssignment2(20%)1.TargetMarket–DevelopingCustomerProfile2.SatisfyingCustomers’Needs3.CompetitiveAnalysis4.MarketPositioning5.MarketingMix–4Ps34BUYOVEREXISTINGBUSINESSSTARTFROMSCRATCHFRANCHISING特许经营/LICENSING授权FAMILYBUSINESSESWhataretheAdvantages?Disadvantages?WAYSTOGOINTOBUSINESS5ADVANTAGESFamiliarlocationHistoricaldataCustomerbaseSupplierRelationships供应商关系Inventoryandequipment库存和设备ExperiencedemployeesAcquiringExistingBusinessDISADVANTAGES•Locationbecomingundesirable•Liabilitiesforpastcontracts过去的合同有负债•Obsolescence过时•Difficulttochangemethodsofoperating•Unsuitableemployees6ADVANTAGES:AbilitytobuildthetypeofcompanydesiredAcquirelearningcurveexperienceDISADVANTAGES:OverpoweringcompetitionInabilitytoexpandbeyondaone-productcompanyInabilitytoprovideaproductatacompetitivecost产品不能在有竞争力的成本Lackofcontroloverproductdevelopment在产品发展缺乏控制7Arrangement:manufacturer制造商orsoledistributor独家分销商ofatrademarkedproduct商标产品orservicegivesexclusiverights独家代理权oflocaldistribution当地经销toindependentretailers独立零售商inreturnforpaymentofroyalties以换取支付的特许权使用费andperformancetostandardizedoperatingprocedures表现以标准化的作业程序.Thefranchisoristhecompanyorperson(s)offeringthefranchise.Thefranchiseeisthepersonwhopurchasesthefranchise.Franchising特许经营/专营权8ADVANTAGESTrainingandguidance◦FranchisorprovidestrainingandguidancetothefranchiseeBrand-nameappeal(Eg.7-Eleven)◦Franchisor’snameisadrawingcarddraw.吸引人群◦Aproventrackrecord有一个可靠的跟踪记录◦FranchisorhasalreadyprovedtheoperationcanbesuccessfulFinancialassistance◦Franchisormayhelpthenewownersecurefinancialassistance帮助新东家取得财政援助Franchising9DISADVANTAGESFranchisefees◦Themoresuccessfulthefranchise,thegreaterthefeeFranchisorcontrol◦FranchisorexercisescontrolovertheoperationUnfulfilledpromises◦Pizzamaker–theunfulfilledpromisesFranchiselaw◦NospecificfranchisinglegislationinS’poreLegalstructureofFranchise◦AfranchisecanbeanylegalformFranchising10TheBasicFranchiseFeecoverthefollowing:Insurance保险OpeningProductInventory初始产品库存RemodelingandLeaseholdImprovements改建及租赁物业装修UtilityCharges公用事业收费Payroll工资表DebtService债务服务BookkeepingandAccountingFees簿记及会计费用LegalandProfessionalFees法律及专业费用SetupLicenses,Permits,andCertificates设置许可证，许可证和证书11Businessarrangement商业安排inwhichproprietaryrights专有权利(patents专利,trademarks商标,technicalknow-how技术诀窍)ownedbyoneparty一方所拥有的aregrantedtoanotherparty给予另一方forspecifiedroyaltiesorpayments.接收特许权使用费或支付Franchisingisdifferentfromlicensinginthefollowingways:MoreforservicesectorOn-goingassistanceGreatercontrolbyFranchisoroverFranchisee12•Entrepreneurscaninheritfromfamilymembers.•Apowerfuleconomicforce(withrightmixofentrepreneurialspiritandfamilycohesion)aswellasrewardingwayoflife.•Cangenerateprofitandatthesametimeprovideemploymentforchildren.•Asubstantialaccomplishmentfortheentrepreneur.•CanyouthinkofsomefamilybusinessesinSingapore,HongKongorChina?13UnderstandingtheIndustryEnvironment•Whatisthestructure结构ofyourindustryandhowisitlikelytoevolveovertime?•Whatisthecompany’srelativepositionintheindustry?公司在行业中的相对位置如何？14UnderstandingtheIndustryEnvironmentPorter's“FiveIndustryForcesModel”客户的议价能力客户的议价能力新进入者的威胁替代产品的威胁行业内的竞争角逐15EnvironmentScanningWhyisunderstandingtheEnvironmentImportant?•Informationaboutevents,trendsandrelationshipsinanorganisation’sexternalenvironment,thatassistsManagementinplanningorganisation’sfuturecourseofaction.InternalenvironmentTask/IndustryenvironmentSocietalenvironmentstockholderssuppliersgovernmentscustomerscompetitorsSpecialinterestgroupscommunitiescreditorsTradeassociationsEmployees/labourunionsSocio-culturalforcesEconomicforcesPolitical/legalforcesTechnologicalforcesStructureCultureResourcesEnvironmentalVariables16经济因素政治/法律因素技术因素社会文化因素内部环境产业环境社会环境Regulations-AnAsia-PacificEntrepreneurNeedstoKnowBusinessformation企业形成Dealingwithlicencesandpermits处理牌照及许可证Labourregulations劳动规章Propertylaws财产法Gettingcredit获得信贷Investorprotection投资者保护Payingtaxes纳税Internationaltradingregulations国际贸易法规Enforcingcontracts执行合同Politicalinstabilityandcorruption政治上的不稳定和腐败17CompetitiveAdvantage竞争优势WhatareAppleiPadorAmazonKindle’scompetitiveadvantages?•Acompetitiveadvantageexistswhenafirmoffersaproductorservicethatcustomersperceive感知tobesuperior优越tothoseofitscompetitors竞争对手.•Start-upmusthaveitsowncompetitiveadvantagethatdifferentiates区分itfromothers,inordertosurvive生存inestablishedmarket成熟的市场.18AppleiPadVideo•=D2BvVcSkNkA19KindleVideo•=br5GJj4UyMwCommonCharacteristicsofNew&EmergingIndustries•Whatproductconfigurationisthebest?•Whichproductiontechnologywillbethemostefficient?etcTechnologicalUncertainty•Differentapproachestoproductpositioning,advertising,pricing,productconfigurations&productiontechnologieswillbeformulated.StrategicUncertainty•Gettingthebuyert