本文是mba论文，MBA论文、市场营销、财务管理、法律管理、企业管理、运营管理、会计管理、等多方面的涉及，是MBA研究工作的记录和总结。撰写MBA论文旨在通过对各种案例的研究分析，不断总结MBA方面的经验教训，得以及时发现并弥补现有MBA中存在的漏洞和不足，使MBA得以扩充和完善，同时也有助于推进MBA的改革，推进MBA进程，并对社会进步、经济发展的产生重大影响。（以上内容来自百度百科）今天为大家推荐一篇mba论文，供大家参考。
Chapter 1 Introduction
1.1 Background
The background of the project will be arranged as follows: first it will be given a briefinsight about the family business and for privacy reasons from now on and along theproject it will be referred as TexCo (Textile Company) or The Company. Second, we willsee an outlook of the Colombian textile industry where the project is going to take place.Third, based on understanding this way the whole panorama in which the project is goingto be developed and the history behind the sector, the main challenges will be discussedand a contingency plan will be developed to avoid repeating the same mistakes that othercompanies in the sector had some time ago.
1.1.1 Family Business – The Company
The Company, founded more than 28 years ago, is a family owned business. In thebeginning the company started just as an intermediary of knitting textiles between thegarment manufacturers and the producers. Two years later since the business started,owners realized that being just intermediaries was not enough and they wanted to give avalue added to their consumers, so they invested in machinery in order to seize a biggersegment of the value chain, transforming the company into a textile producer. Since thecompany start producing, they main target was the shoe sector in which the company saw amarket gap.The company, specialized in the production of circular knitting and warp knittingfabrics, has more than 28 years of experience in the market. Its target market is still theshoe sector and it also serves sectors such as Sports clothing, upholstery, motorcyclehelmets and vests, fabrics for agriculture and industrial uses.Actually the company has two main production lines: Circular knitting and WarpKitting. This project focuses on Circular knitting because through this process thecompany can satisfy the actual market need in a rapid and competitive way.What distinguish the company from its competitors is the deep understanding ofconsumers’ needs and rapid response to their demands, which allows the company toestablish long-term relationships with their main distributors.
........
1.2 Current status
In Colombia, specifically Medellin, the textile sector is a well-known sector that has along history behind and a reputation gained through the years. This is one of the reasonswhy several years ago The Company was founded, focusing on the production of circularand warp knitting textiles to the industry, but always aiming its efforts to a very specificniche market, the shoe sector. This market is very dynamic and competitive, involving a lotof representative players: producers and importers of textiles and also big shoemakers andindustrial consumers of technical textiles.Even though all the companies need to be very innovative and in constant change, thecritical issue with this market is that it would not grow anymore, at least in the Colombianmarket, unless another big player come up in the sector or if the company starts to exportdirectly the products to other countries. The big players in the market are well establishedand are constantly aware of any new competitor in the market, always making importantmoves (mainly in price and acquiring new companies) in order to stay as the leaders. Onthe other hand, the company does not export directly because distributors are in charge ofexporting the product abroad.In order to generate more revenues, we need to think about new ways of getting moreclients from other sectors using the same technology that we have right now, so this is whyI came up with the idea of introducing a new line to the business, with a totally new targetbut using the same technology that we are using right now and partially the same methodof sales that we use at the moment, everything through distributors except for big clientsthat those are going to be attended directly. The Idea is about introducing a new productline, fabrics for the lingerie sector, with a specialized raw material that is going to beacquired in China or India and a special finishing. This new product line will focus onselling a limited number of products but very specialized for the lingerie sector, forexample, the fabric that is used to make the women underwear or the fabric that is used tocover the inside or the exterior of the bras.
........
Chapter 2 Literature Review
2.1 Literature review
With the purpose of making a well-defined literature review of the project, someacademic papers and peer-reviewed articles where selected and analyzed, creating this waya strong theoretical base with previous studies. All of these academic articles can becategorized under the following main topics and each topic will be discussed with its keycontributions to the subject.Globalization is the biggest concern nowadays for any company because competitorsfrom all over the world has the possibility to reach any consumer in a different country inwhich they operate, making it more challenging for local companies to compete againstnew entrants. Globalization has significant impact on textile industry and the way itinfluences the process of decision making in SME’s (Puig, Marques, & Ghauri, 2009).SME’s around the world are one of the major sources of employment and opportunitygenerator for the different sectors, but they have certain challenges to overcome (Belén,2015; Sainidis, Gil, & White, 2001), one of the the main challenges is globalization. TheGlobalization that brings out the international competition; also these articles evaluate allthe process of the decision making and the different actions SME’s make in order to facethe different challenges in different countries from all around the world.Ganster (2007) and Pinar, Mylenko, & Saltane (2011) talk about the main strategiesthat SMEs tend to make when going abroad and also the impact they have in the nationaleconomy and the host economy in which they are going to.
.........
2.2 Models & Concepts
Along the whole business plan some theories and models coming from differentacademic disciplines will be stated and applied to give a solid theoretical base that willhelp to articulate the different strategies and conclusions for the present project.Following the order and the different theoretical models stated in the TheoreticalImplications of Chapter 1, a brief description of each of those theories is specified, with thepurpose of giving the reader a better understanding of all the bases of the project.The Business to Business refers to the commercial transactions between twocompanies; those transactions could be between producer and manufacturer, a wholesalerwith a retailer, among other. These commercial transactions can only happen between twocompanies, rather than between a company and an individual, in that case it is calledBusiness to Consumer. The whole production chain of a product involves several B2Btransactions until the final product is produced and reaches the final consumer through aB2C transaction (Investopedia).The concept of Corporate Strategy refers to the direction in which the company wantsto go, aligned with main goals the company wants to accomplish, in order to achievesuccess in the long term. This direction in which the company wants to go is supported bya set of actions that will help the company to differentiate from others companies’ actions;this is one of the main reasons why companies get different results (Venture Line, 2015).
.........
Chapter 3 The Opportunity.......... 17
3.1 The opportunity.......17
3.2. Industry analysis.....28
3.2.1 Current competitive situation.............28
3.2.2 Projected strategic moves by current players...........32
3.2.3 Changes brought to the competitiveness of the industry by the new venture......33
3.3. Innovations brought to the industry by the new venture..........34
3.4 Strategy.........34
3.5 Ethics and sustainability.....35
Chapter 4 The Company andTeam..........36
4.1 Legal structure.........36
4.2 Ownership.....36
4.3 Board of directors....37
4.4 The management team........37
Chapter 5 Marketing Plan............ 41
5.1 Identification of customers............41
5.2 Number of potential customers and potential sales revenues....42
5.3 Requirements of various customer segments...... 43
5.4 Sales and promotion approaches.............. 46
5.5 Marketing Mix and Purchase Analysis.....47
5.6 Customer price sensitivity.............50
5.7 Cost of acquiring and retaining customers..........50
5.8 Competitors Strengths, weaknesses and competitors reactions............51
Chapter 6 Operating & Financial Plans
6.1. Conversion of inputs into outputs that customer value
All the raw material is imported mainly from China and India, but everything isbought throughout intermediaries in the local market. Actually the company works with 7local intermediaries (Representatives of foreign polyester producers) and they are the onesin charge of getting a competitive price for the different requirements.For this project in particular only 3 of those 7 intermediaries are able to provide thecompany with the specific raw material. The company is in constant contact with thesethree suppliers, they send every week the prices of the raw material and the differentdelivery dates. Once the company has a requirement of raw material, prices are askedagain to the three intermediaries, then prices are compared and the negotiation begins untilone of them shows up with the best offer. Usually the negotiation time and decisionmaking process does not take more than 5 days.When the raw material is order the negotiation is always CIF Buenaventura and thepayment term is 30/70. The 30% of the amount is paid when making the purchase orderand the other 70% fifteen days before the shipment docks.Once the raw material arrives to Colombia the supplier stock the company’s materialin their facilities, this way TexCo order the quantities weekly according to theirrequirements.In the other hand the finishing process is carried out by a third party, the name wouldnot be mentioned for privacy reasons. TexCo has made a strategic alliance with thiscompany in which over the 80% of their production capacity is destined to TexCo, assuringthis way a customized service to the final client and a rapid delivery in order to be theirfirst choice.#p#分页标题#e#
..........
Conclusions
TexCo has over 26 years of experience in the market, attending specially a nichemarket, the shoe sector. Nowadays the company considers that this is a mature market andwants to broaden the revenues streams by seeking new opportunities in other sectors of thetextile market.Even though Colombia has certain level of political and economic instability, thecountry still remains one of the most attractive countries in the region to make business.The Colombian textile market is divided in two productive region, Bogotá andMedellin. The industry in Medellin is focus in exports, giving value added to the productand the industry in Bogotá is focus in producing for local market. This leaves a greatopportunity for local producers based in Medellin to attend directly this market.The company has a level of idle capacity in certain machines (Circular Knitting) andthis fact opens an opportunity to attend new markets with the existing equipment, capacityand labor force.The project counts with a competitive advantage that is going to be executed by anexisting company that has a trajectory in the market. This means that the project will haveall the required back-up: In terms of know-how, market knowledge, financial muscle andfixed assets facilities.The devaluation of the Colombian peso (caused by the drop of oil prices and thegrowth deceleration of Chinese economy) caused an immediate effect in the market, inwhich the industry and consumers switched to buy local. This fact creates an opportunityfor local producers to attend the local market.There is an actual market gap of unsatisfied clients that use to buy to big producers,leaving an opportunity to SME’s producers to attend these unsatisfied clients.The closure of Lindalana, one of the biggest textile producers in the region, leaves abig unattended market and an opportunity for local players to gain more market shareseizing the occasion. TexCo has the chance to seize this opportunity, increasing this waytheir revenues and this will help to position the company in a new market segment.The three main strategies that the company is going to follow in order to make a bigentry to the market are: Enter the market with competitive prices, breaking the averagemarket price, comply with all the technical specifications of the fabric and offer acustomized service.
..........
References (abbreviated)
