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Planning of publicity activity of enterprise which product the aluminium types
1. Review of industry, competitors, products, market and users
1.1. Aims of firm
The primary objective of this enterprise is a production and realization of high-quality domestic products of aluminium rental. Producible products will differ substantially by a low price, as its domestic analogues practically do not exist.
This enterprise is oriented to growth. A firm supposes to go out to the new market, namely, to provide the products of this type more than 40% users of the Donetsk area.
Production capacities, present at an enterprise on this stage, allow to multiply the volume of output of products up to foregoing indexes.
For the conquest of new market a firm must conduct a high-quality rasplanirovannuyu publicity company.
1.2.Description of enterprises and industries
This enterprise going to make the aluminium types of the different setting, and also other types of aluminium rental. The widest spectrum of application of these types of products is a production of metalloplastikovykh windows . A production of types on a today's moment is perspective and, in a difference from other productions, by profitable business. Perspective and profitableness of production of types is explained plenty of potential buyers from a shortage or costliness of the imported raw material. It is necessary to mark that in connection with small building of new habitation, and also in connection with the low profits of population, development of industry is some laboured.
In 90th an amount of firms, trading in the rental of such kind in to our the areas, was minimum, and productive him – it was not in general. A today's situation not strongly changed. Low quality of domestic products compels producers to buy raw material abroad. And although today in to our the areas exist similar enterprises, they are not able to provide 10% necessities of market of this commodity even.
A production of rental presently is on the stage of adjusting. Durability and reliability of products is tested, adjusting of equipment is carried out, teaching of personnel is conducted, suggestions of suppliers and customers are examined.
Therefore, out of every doubts, publicity activity of enterprise must be high-quality rasplanirovana yet to beginning of production.
1.3. Economy of exploitation
Wares from metall and plastik are required by conducting of prophylactic and restoration works on expiration of 2th – 3th of exploitation. It is related to tem, that the types fixed in basis do not differ reliable quality, that in course of time results in their deformation, and it in same queue conduces to violation of durability of all of construction.
In connection with that an enterprise is open the improved line of production, the term of service of framework aluminium constructions grows considerably, and consequently and charges diminish on a production and directly exploitation of eventual types of products.
1.4. Quality of products
Weigh an assortment, presented a firm, possesses high quality. As an enterprise in the work utillizes raw material of own production, the cost of products diminishes considerably, that allows more in detail and concretely to spare attention the questions of its quality, not losing a price competitiveness at the market of these commodities. In addition, front-rank technologies take to the minimum appearance of marriage in a production.
1.5. Basic users of products
The users of products are firms, productive metalloplastikovye constructions, and also build organizations and shops, using types as frameworks for finishing of walls and ceilings. 20% users are private individuals, acquiring a commodity for repair of own habitation.
2. Planning of marketing and production
2.1. Marketing strategy
Taking into account that an enterprise only enters to the market, as marketing strategy strategy of penetration was chosen. This strategy is oriented to introduction of enterprise to the market and capture of his certain part. Basic support will be done on a price policy and maximal notification of potential buyers about quality and physical properties of producible commodity.
Capture of foregoing part of market with the use of strategy of penetration it is planned to conduct during one year from the moment of appearance on him of enterprise.
2.2. Price policy
Pricing in a firm is built on principle: a price must cover all expenses. In connection with that an enterprise will trade without an auction mark-up, entering into direct contracts with customers, a price on products on the average will be on 10% below by a market. A firm not going to mortgage in the cost of products a high norm arrived, trying to save prices below, than for competitors. It is planned to carry out multiplying welfare of owners due to growth of production volumes.
2.3. Direct advertising
In connection with opening of new enterprise, a firm needs new publicity strategy. It will consist in the following:
The I quarter of 2007 is an order and placing of advertising of firm on the «big» setting in the district of the Zhdanovskoy route at an entrance to Donetsk. (making -1200$; rental of place - 250$ in a month
Advertising is in newspapers and magazines:
1) newspaper «Builder». One publication in a week. Only 12 publications for a quarter . Drawing of newspaper is 300 thousands of copies.
2) magazine «All for a house».
3) One publication in a week. Only 12 publications for a quarter . Drawing of magazine is 500 thousands
4) newspaper «Salon».
5) Newspaper the real «Estate»
2.4. Information about the production plan
An enterprise owns a factory and administrative apartment (by an area 900 ??.?), and also owns an apartment on the central office of firm. On a factory apartment there is storage of firm, purveying workshop, casting workshop, packing workshop, garage.
Dwellings arrays are located in the distance 250 m from a firm.
For expansion of production of new suppliers of raw material volume searching is unnecessary, because all of suppliers agree to supply with raw material in a greater volume.
All of suppliers are firms, located on territory of the Donetsk area. Two basic suppliers are on small distance from a firm, that decreases transport expenses. Transporting of raw material is carried out a transport by a railway transport (carriage norms). An enterprise has the access roads.
2.5. Development of products
A production is organized so that the change of assortment will not demand alteration of production. The purchased equipment allows to make a rental in a different assortment depending on the necessities of customer.
A firm is provided with raw material, but other suppliers can be found if necessary.
2.6. Production equipment
For the production of rental the following equipment is utillized:
- Hammer crusher;
- Band konveer;
- plavil'nye stoves;
- flatting mill;
- packing options;
- production line;
- management point;
- electric motor;
2.7. Production capacities
An enterprise at a present equipment and manufacturing staff can produce 1000 tons of rental products in a year.
Present production capacities suffice for multiplying the volume of output on 1/3.
Production process, applied on an enterprise has a type of mass production, that is characterized the limited line of the made products and large volume of output. A production process is carried out thus on a different universal equipment with the use of hand labour. A production process consists of two stages: plavil'noy and rental.
3. Planned results of innovation
3.1. Legal form of enterprise and his structure
An enterprise is the company limited liability, conducts the activity on the basis of the Civil code of Ukraine, accepted. Society is a legal entity and operates on the basis of Regulation and Constituent agreement, has own property, independent balance.
Founders of firm: private individuals which carried out a deposit in regulation fund of enterprise by an equipment.
Regulation a firm capital is divided by equal stakes.
The higher organ of management of enterprise is Advice of founders. To jurisdiction of Advice of founders the questions of determination of basic directions of social and production development, claim of plans and report, behave on their implementation.
After arranging for obligatory payments in Gos., etc. budgets and other of vnebyudzhetnykh payments, an income is subject distributing between founders.
Managing activity of enterprise is conducted by a director general, accepted by contract Advice of founders. He decides the questions of activity of enterprise independently, operates from his name, has a right to sign official records and dispose of property of enterprise, carries out a reception and discharging employees. A director general has property and administrative accountability for authenticity of information statistical and book-keeping uchetov. In accordance with the market production orientation of firm a director general appoints a business manager, which must organize marketings researches, advertising and sale products. A book-keeping at the head with a chief accountant carries out all of calculations with the suppliers of raw material. An account conducts on commodity turnover, arrived, to the costs, expects a zarabotnuyu pay, and main - makes accountings reports. A main designer conducts managing development of new types of furniture and production of furniture.
The quantity of manufacturing staff is determined coming from functional expedience. The system of payment of labour for a manufacturing staff is built on the use of periodic-bonus form. Bonuses on results work 2007 not planned. Payment of labour of leaders and other categories of workers is built on the basis of post salaries and depends on the size of the actually worked time and achieving the eventual results of activity of enterprise.
A general quantity of workings is 46 brows.
At this amount of workers multiplying the volume of output of products on 1/3 possibly. Multiplying skilled composition is not required.
«It is possible to lose the business, money, but if to save skilled potential, it is possible quickly to recover the business. Consider also, that creation of the joined command is the most difficult task from all of standings before a businessman.» (Theory of Makklellanda).
3.2. Plan of risk
The value of this section consists of estimation of danger togo, that, put in a plan, can be the come shorts. Risks and their influence are further presented on an income.
Risks and their influence on the income
Type of risk / Negative influence of risk on the expected income from realization of project
1. Impossibility of purchase of necessary apartment / Impossibility of realization of project
2. Not permission of local authorities / Impossibility of realization of project
3. Instability of demand / Falling of demand with growth of price
4. Solvency of users / Falling of sales
5. Growth of taxes / Diminishing of clean income
6. Advance of prices on raw material, materials, fuel / Decline arrived from growth of price
7. Advertising uneffectiveness / Low level of sales
8. Appearance of competitors is in a district / Falling of sales
So, as a result of the conducted research appeared, that the followings risks have most probability:
Risk of diminishing of solvency.
As a result of this event can the volume of sales will diminish. It is necessary to mark that the volume of sales is planned the firm of po-minimomu, therefore probability togo, that the volume of sales will be less than small. Prices below, than prices for competitors at a firm, therefore diminishing of number of buyers is improbable in the future.
2. Risk of appearance of competitors.
At this event (if competitors will appear) it is necessary it will be to improve quality of products, support prices more low, than prices for competitors, to conduct a publicity company more actively.
Risk of advance of prices on raw material, materials.
It is necessary it will be to conduct measures on cutting prime cost due to more rational use of raw material and etc
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