本文是一篇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
In a constantly moving environment, where markets, businesses, technology andsocial media are expanding day by day looking forwards to surpassing the limits ofinnovation and, at the same time, compete against hundreds of different industry players inan international sphere, seems interesting to have a clear knowledge of the rules of thegame if we are expecting to make the difference.The purpose of this thesis is, therefore, to evaluate the feasibility, potential andprofitability of an online business model built on a complete understanding of the modernonline business environment, techniques and customer insights.The business idea here presented is a mobile APP which provides, as its corecompetence – among other services that will be explained further on the project-specialized and high quality information related to technological devices that not onlyrepresent a fair big investment for individuals nowadays, but also a must-have product inthis new Era of information, technology and social media.Notwithstanding, before we get to describe with close detail each and every of thedifferent features and services this APP will provide, we must have, as mentioned, a clearunderstanding of the market we are entering, its characteristics, trends, strengths andweaknesses, so that we can build a business model which takes advantage of the currentsituation and provide a quality service able to compete in a very demanding market.Nowadays, online market is growing at impressive rates, not only in the websiteplatform environment but also in the APP world. Every second new websites domains areregistered, and new APPs are being launched from both new ventures and already existingcompanies who are willing to take advantage of this powerful market channel. The reasonbehind it relies on the sales opportunities and profitability that a huge worldwide marketoffers, as well as the chance to expand the offline business of many organizations to anonline environment.
.........
1.2. Current Status
Nowadays we can find several companies that provide similar online services to our venture. However, most of them operate strictly through website platforms which, despitebeing reachable through any intern accessible device, do not fit into the new online trend ofAPPs. Therefore, besides those who offer their services through an APP –which we willdeeply analyze later on- most of them do not represent a real threat, since our marketchannel is different and its simplicity and accessibility through smartphones and tablets iswhat strongly differentiates it from website platforms.In contrast to all these already established companies, both on websites and APPplatforms, our venture would represent a new business project, developed from scratch.Therefore, taking into consideration what has been presented so far, we would be enteringa huge market, quite saturated by low quality products that do not fulfill users’expectationsand facing other companies that provide similar services. However, it is still anundeveloped sector within the APP world, and current players are not performing as theyshould, maybe because of a lack of motivation coming from low competition, or a wrongperspective of how to provide the service.Here is where our business idea gains strength. After a whole market research andunderstanding of the online environment, APP development and market failures, we will beable to build another example of a successful online APP venture that applies the strengthsof its current competitors and, at the same time, makes use of their experience and marketknowledge to prevent common mistakes and create a solid and attractive product.
..........
Chapter 2 Literature Review
2.1 Literature Review
Applied to the New VentureIn order to have a better understanding of our business model, its service and theenvironment in which it will be developed, we have selected for further study, five topicsas the core basis of the industry we are entering:Digital BusinessAs electrification was a transformative input variable that changed the fundamentalconstraints under which manufacturing operated in the 19thcentury, the impact ofdigitalization is even bigger, since it changes the limitations under which almost everybusiness strategy operates (L.Rogers, 2016). According to David L. Rogers, there are fivechanges digitalization has brought to business, industries, information, innovation andcustomers:Digital technologies have changed the way companies connect and create value withtheir customers. In this new Era of technology, the relationship between businesses andcustomer is no longer a one-way relationship where companies broadcast messages andship products to customers, but a two-way relationship where companies receive commentsand feedbacks from their clients, representing a much valuable output than advertisementsor celebrities.Digital technologies have also changed the way we think about competition. Moreoften are companies competing with rivals from other industries and countries, with newdigital offerings that steal our customers away. At one point, companies realize theircompetitive assets are no longer inside their organization, but in the network of partnersthey created along the way.
..........
2.2 Model, Concepts and Frameworks
This section includes a detailed definition of each of the models we will apply withinthe framework of our business venture research and development. PESTLEAnalysis:PESTLE stands for Political, Economic, Sociological, Technological, Legal,Environmental. A PESTLE analysis is an effective audit of an organization’sinfluences with the purpose of using this information to guide strategicdecision-making (Morrison, 2015). What the model assumes is that if theorganization is able to audit its environment and estimates potential changes, it willbe placed in a better spot against its competitors towards those changes.A PESTLE analysis is usually used as a generic “orientation” tool to find outwhere an organization or product/service is in the context of what is happeningoutside that will, sooner or later, certainly affect to what is happening in the insideof the organization.The following key factors are included in a PESTLE analysis:A. Political: tax policy, employment laws, trade restrictions and reforms,environmental regulations, tariffs and stability.B. Economical: economic growth or decline, wage rates, minimum wage,interest rates, exchange and inflation rate, unemployment, credit availability, etc.C. Sociological: cultural norms, population growth rate, age distribution,health consciousness, career attitudes, safety, etc.D. Technological: changes that technology is bringing to the world and tothe industry may change the way of doing business. Internet services, smartphones,etc.E. Legal: changes within the country’s or industry’s legislation may impactemployment conditions, access to resources, etc.F. Environmental: what is happening regarding ecological andenvironmental issues. Many of these factors may be economic or social in nature.
..........
Chapter 3 The Opportunity...............35
3.1 Market Research & The Gap..............35
3.3 Innovations Brought to the Industry by the New Venture......54
3.4 Strategy...........54
3.5 Ethics and Sustainability.........55
Chapter 4 The Company and Team..............56
4.1 Legal Structure............56
4.2 Ownership.......59
4.3 The Advisory Board...............59
4.4 The Management Team..........61
Chapter 5 Marketing Plan.....66
5.1 Identification of Customers ....66
5.2 Number of Potential Customers and Potential Sales Revenues ..........67
5.3 Requirements of Various Customers Segments......... 70
5.4 Appropriate Sales and Promotion Approaches...........72
5.5 Analysis of How Purchase Decisions are Made....74
5.6 Customer Price Sensitivity..... 75
5.7 Cost of Acquiring and Retaining Customers..............76
5.8 Strengths and Weaknesses of Competitors and Ways that Competitors .......76
Chapter 5 Marketing Plan
5.1 Identification of Customers
If we take a close look to our product and service, we will realize it contains variouselements that may appeal to different customer segments. First, we find the informationand comparison gadget, which strongly attracts younger generations -14 to 25 years old -,used to dealing with technology every day (for studying, communicating, working, playing,etc.) and comparing their devices to their friends’, peers’, family members’ ones. Theyhave grown up in an environment where internet and technology are as common as afootball was for children twenty years ago, and, since there is a constantly growing andimproving supply of technology, they feel the need to understand and compare it, willing tofind the best device in the market, or just proving their ones are better than their fellows’.Second, we believe the whole process of information provision, understanding and finallypurchasing appeals, at a higher rate, to older generations (25 to 60 years old) who areactually considering the possibility of buying a smartphone through internet. Customerswho have no time to research from different sources, visit several physical stores seekingfor suggestions and opinions, and finally moving to a specialized selling spot to buy thechosen device. This whole process could take weeks or even a few months, since, we mustnot forget, buying a smartphone nowadays represents a fairly big investment (€200 - €900approximately), which customers like to evaluate and clarify with precise detail beforethey pay. In other words, this segment has very little time left at the end of the day todevelop the necessary research to effectively pick a device out of hundreds of differentoptions, which fulfills their needs better than any other one, and finally take their time tomove to a store and purchasing the product. Through Bestech, this segment blinded bytheir lack of knowledge towards such a wide range of possibilities, will be able to easilyobtain information, compare and safely purchase their device without even moving fromtheir house.#p#分页标题#e#
.........
Conclusions
After four months of research and investigation, we have gone through many differenttopics, areas of knowledge and business perspectives. We have carefully analyzed everypoint, step by step, looking forwards to building a complete, detailed and trustworthybusiness plan which gathers all the information necessary to erase as much uncertainty assuch a dynamic project allows, setting the pillars of a real digital business.However, the aim of this section is to summarize in a few paragraphs the main ideas,conclusions of this research. The most relevant points that may help us clarify the essenceof the project, understand its basis and foresee its future directions are here displayed:
1. The purpose of this thesis was to evaluate the feasibility, potentialand profitability of an online business model built on a complete understandingof the modern online business environment, techniques and customer insights.
2. The initial business idea presented is a mobile APP which provides,as its core competence – among other services- specialized and high qualityinformation related to technological devices that not only represent a fair biginvestment for individuals nowadays, but also a must-have product in this newEra of information, technology and social media.
3. The identification of this business opportunity was based on thestudy of the following present market factors:a. Information Overload: internet has developed so fast that thevolume of information is no longer helpful, but misleading indeed.Nevertheless, millions of users are communicating, operating andsearching for information on this worldwide platform, a platform thatconstitutes the largest market –virtually speaking- on Earth, whichmeans we cannot deny the huge range of opportunities it represents from the side of organizations, and therefore, us.
..........
References (abbreviated)
