Course GU2 Stage one Planning 課程 第一階段 計劃

Studentname:TongZhang Course:GU2SCN:105258704 Stageone:PlanningTheBriefTitleoftheprojectAnalysingPricingStrategyofChemstarInternationalTradingCo.ObjectivesoftheprojectOneofthemainobjectivesistoinvestigateandevaluatethefavourableandadversefactorsaffectingthepricingmethodsofChemstarCo.AppraisalonthepricingtacticsappliedbyChemstarCo.willbeconducted.Suggestionsofpossiblewaystoimprovetheeffectivenessofpricingpolicywouldbeproposedasapartoftheproject.Sub-objectivesareessentialtothesuccessfulcompletionofreport.FundamentalknowledgeofcurrentmarketandpossiblechoicesofmarketinginfluenceswouldbecollectedbytheendofJanuary.Actualdetailsrelatedtopricingstrategyaretoinvestigatedthroughface-to-faceinterviewsbyFebruary10th.Researchsurveysandface-to-facequestionnaireswillbecompletedbyFebruary17th.SortingofgathereddataisscheduledbetweenFebruary17thand20th.StatementoftheissuestobeinvestigatedSincetheburst-outofeconomiccrisisin2008,theEuropeanmarkethasbeencontinuouslystrugglingwithhighunemploymentrateandotherpainfulconsequencesofeconomicdepression.ChineseexportersoperatingintheEUcountriessufferedsubstantiallossesduetothefluctuationofexchangerateandthereductionofaggregatedemand.Respondingtotheimpactofchangingglobalmarket,ChemstarComadealternationtoitspricingpolicyinordertomaintaintheminimumprofitrate.Itwasnotrecommendedtoswitcheithertheexistingtargetmarketorthemanufacturingpartners.LoweringtheanticipatedprofitrateandexpandingthroughnewmarketingchannelsseemedtobereasonablestepsforChemstarCotoremaincompetitive.Theorganisationalstrategywaschangedcorrespondinglytosurviveintherecessionperiod.Theultimateissuetobeinvestigatedistheeffectivenessofpricingstrategy.Thereportwillfocusontheimpactscomingfromtheexternalcircumstancesofinternationalmarket,ortheinternalbusinesscultureandstrategyofthecompany.Besidestheprocessofdecisionmaking,thepotentialproblemsassociatedwiththecurrentpricingpolicieswillbeexaminedaswell.Futuredevelopmentofmarkettendencyshouldbepaidattentionto.ReasonsforthechoiceofissuesPricingfactorsarefundamentalelementsofmarketingmix.Generallyspeaking,pricingistheprocessofdeterminingwhatacompanywillreceiveinexchangeforitsproducts.Thereisnoonesinglerightwaytodeterminethepricingstrategythereforesomeguidelinesshouldbeestablishedtoassistthedecisionmaking.Appropriatepricingmethodcouldincreaseprofitandsalesvolumethereforeitisessentialtorealizethelatentflawsofpricingsystem.Productslikecasualshoesarebasicallysimilartoeachother,thusthecompetitiveadvantageofChemstarCowouldbehighlydependentonthesellingprice.Inaddition,itisaratherinterestingtopictoexaminetheconnectionsbetweenorganisationalstrategyandthepricingpolicy.Observingkeyfactorslikeinternationalsituationandbusinessculturewouldbebeneficialtounderstandthealternationsmadetopricingtactics.JustificationforthechoiceofChemstarCoChemstarFootwearwasestablishedin1995atBudapest.Theproductrangeofthecompanymainlycontainscasualshoeswiththetargetmarketofmedium-andlow-incomeconsumersinHungaryandsurroundingareas.Astheresultofcontinuousdevelopment,thecompanycurrentlyprovideswholesalesofclassical,affordablecomfortableseasonalshoesforallmen,women,eldersandchildren.Since2004,themarketcoverageofthecompanyhasextendedtotheentireterritoryofHungaryaswellasSlovakia,theCzechRepublic,Romania,Croatia,Bosnia,andotherneighboringcountries.Fortheconvenienceofpotentialcustomersfromdifferentareas,inordertoreceivetherelevantinformationabouttheproductrange,thecompanystartedanofficialwebsitein2008.Thesiteisdesignedtoreleaserelatinginformationoflatestshoesmodels.ItismeaningfultoanalyseaninternationalorganisationlikeChemstarCoasarepresentativeofChineseshoesexpotersandwholesalerainthecentralEuropecountries.MyfamilymembersaresubstantialshareholdersofChemstarCo,thereforethebackgroundandthepresentconditionsofthecompanyisdefinitelyfamiliartome.Besides,itismucheasiertocollectinformationandtoaskforinterviewopportunitieswhenIamacquaintedwiththestaffmembersofthecompany.SourcesofinformationtobeusedThesourcesofinformationbasicallycouldbecategorizedasprimaryandsecondary.Theformeroneisgatheredfirsthandintheformofquestionnaires,researchsurveys,interviewsanddirectobservationatthemarket.Thoughittendstobepricyandtime-consumingtoobtain,primaryinformationisfast,originalandfresh.QualitativeinformationcollectedfromcustomersurveysillustratesgeneralattitudesandopinionstowardChemstarCo.Secondaryinformationiscollectedandorganisedbyathirdpartyforanotherpurpose.Itreferstoexternalsourcesliketextbooks,internet,magazinesandbusinessreviews.Theoriginofthedatasometimescannotbeverifiedthereforeaffectingitsreliabilityandintegrity.Itisdefinitelyeasiertoacquiresecond-handinformationfrominternet.Quantitativeorstatisticalinformationobtainedfromthefinancialstatementsisnecessarytoassesstheoperatingconditionofanorganisation.InvestigationmethodsVariousmethodsofinvestigationshouldbeconductedtogainacomprehensiveandunbiasedoverviewofChemstarCoandthelocalmarketitoperatesin.Fieldresearchincludespersonalinterviewwiththeseniormanagersandotherstaffmembersofthecompany.Seniormanagerswouldbemoreappropriateastheyareresponsiblefortheconstructionandtheappropriateexecutionofpricingpolicies.However,thedescriptionoforganisationalbehaviorandcultureshouldbemorecrediblefromtheviewpointofpersonnelatbasiclevel.Directobservationofmarketcouldbetimeconsumingthereforeresearchquestionnairesarepreferredtoexamineexternalenvironmentlikecustomerbehaviorandcompetitiverelationships.DeskresearchcouldbelookingforcompanybackgroundontheinternetorreadingtheannualreportsofChemstarCo.Theactualsellingpriceandtheprofitmarginofeachproductareinvolvedinthestatisticalstatementofsalesreport.Theproposedsellingpriceforcustomersmightbelistedattheofficialwebsiteofcompanywhilebasicpricingactivitiesshouldbeintroducedinbusinessreviewsonlineorinwrittenform.StatementofrelatedcriteriaAmongtheprimaryfactorsinfluencingpricingmethod,thepositioningofproductandthemarketingstrategycouldbesignificantcontributorstotheformationofsellingprice.Appropriatepricingpolicyshouldbeconsistentwiththepositioningofproduct.Iftheorientationofgoodsfocusesonthelow-endmarket,thesellingpriceshouldbecheaperandviceversa.Thepricingobjectivemustbeconstantlymodifiedaccordingtotheoverallmarketingstrategyofthecompany.ThemanagersofChemstarCohastomakesurethatpricingmethodsappliedwillcomplywiththeorganisationalgoal.AnothercriteriatoassessthecurrentpricingpolicyofChemstarCo.mightbethereasonablenessofprofitmargin.Besidesthepurchasingcostsofproducts,theprocesstodeterminesellingpriceishighlyinfluencedbytheanticipatedprofitrate.Effectivepricinglevelshouldbedesignedwithanaverageprofitmarginthatamplycoversthepurchasingcostsandotheroperationalexpenses.TheconditionsofChemstarCo.’spricingpolicycouldbeappraisedthroughthecomparisonofeachyear’ssalesandprofitfiguresfromtheannualfinancialreports.Thesalesvolumeandtotalrevenueshoulddevelopinafavourabletendencythroughouttheseyearsifthepresentpricingmethodisstillsuitableforthetargetmarket.Howwellthecompanyunderstandsthepricingofcompetitiveforcesinthesameindustryisessentialtotheassessmentofpricingpolicyaswell.ThefeasibilityofcurrentpricingdecisionsshouldbedeterminedbycomparingthepricinglevelofChemstarCo.withotherChinesewholesalers.Thedifferenceofsalesvolumesbetweenthecompanyanditsrivalscouldbeacriteriaofappraisalprocess.

ThePlanStageObjectiveActivityTimeResourcesPlanningSelectingInvestigationTopicBrainstorm;tutor’sadvisory2010-12-20/2010-12-26WritefirstdraftSortingandarranginginformation;b