Transcript Development of a marketing plan to attraction of foreign investments

Dnipropetrovs'k Alfred Nobel University
Department of International Economy and Economic Theory
Development of a marketing
plan to attract foreign
investments to the company
Performed by:
Scientific supervisor:
Language consultant:
Alina Chernaya IE-09-01
Cand. Sc.(Economics),
Associate Prof.
Diadko I. A.
Cand. Sc. (Pedagogy),
Associate Professor
Miasoid G.I.
Contents
• Section 1. Theoretical basis for development of a
marketing plan to attract foreign investment to the
enterprise
• Section 2. Evaluation of economic performance of
LLC "LAN" and analysis of the existing marketing
plan
• Section 3. Ways of improving a marketing plan to
attract foreign investment in LLC "LVS"
Subject, object, goals, objectives of the diploma
project
A subject of diploma work is developing a marketing plan to attract
foreign investment to the company.
An object of research is LLS “LVS”.
The goals are: creation of projects for foreign investments.
Tasks:
• abstract analysis of the basic theoretical concepts of marketing
strategies;
• analysis of the current state of the enterprise;
• analysis of the investment climate in Ukraine and the furniture
market of Ukraine;
• analysis of the competitive environment of the company;
• development of investment projects and recommendations for
increasing the flow of investments to the company.
Basic theoretical states
• Investment is the amount of money invested in financial
instruments or investment real assets that can generate income to
its owner in this form.
• Foreign direct investment is foreign investment, the size of more
than 10 percent of the share capital, giving the concerned party the
right to participate in enterprise management.
• Marketing plan is a document which sets out the basic goals of
marketing and ways to achieve them. The plan contains a set of
measures needed to achieve the goals, their content, resourcing,
and the scope, methods, sequence and timing of various kinds.
LLC “LVS”
Ukrainian-American company "LVS" entered the furniture
market in May 1997. It is a large-scale production of
upholstered furniture in combination with a developed
distribution network. Distribution policy is divided into three
areas: own shops, dealer network and creation of a salon
franchisee network.
SWOT-analysis of LLC “LVS”
1.
2.
3.
4.
5.
6.
7.
8.
Strengths:
Recognizable brand
Qualified staff
Assortment line
Geography of the business
Production capacity
Net sales structure
Quality of products
Service (Retail)
Weaknesses:
1. Financial motivation
2. Sharp seasonal fluctuations in sales
3. Pricing
4. The minimum package of franchisee
support. No single format of franchisee
interior
5. Executive discipline
6. Lack of communication between
services
Opportunities:
1. Dealer network development,
development of new markets (export)
2. Development of the company price
range offers
3. Developing the company marketing
component
4. Setting up the systems in the
enterprise
5. Introduction of new technologies into
production
Threats:
1. Unstable labor market
2. Unstable economic and political
situation
3. Taxation
4. Legal factors
5. Falling real estate market
6. High interest rates on mortgage loans
Offers
The first project is investment into human capital.
CFOs will be learned to redistribute financial flows between the
brahcnes, thereby reducing the need to attract loan funds by the help
of training.
Calculation of the rate of "return on investment“(ROI):
ROI = (Increase revenue - Cost of training) Cost of training
Offers
Staff Training Recommendations have two alternatives:
• Teach staff of the department the finance and
economic methods of budgeting activity;
• Learn management techniques of active sales (sales
funnel).
Offers
Another project is a realization of an online store.
Need to develop a conceptual site that meets the demanding
consumer: stylish design, corresponding TM “LVS", available
visual information, the simplicity and ease of perception in
order to work with existing products.
Calculation of economic efficiency
Fin. res. July
Sales
August Sept.
Oct.
Nov.
Dec.
In all
120000 150000 170000 200000 350000 400000 1390000
volume
Gross
60000
75000
85000
100000 175000 200000 695000
Costs
155500 52400
52400
53400
53400
Profit
-95500
32600
46600
121600 145600 273500
profit
22600
54400
Investment into online store will be returned after 4 month.
421500
THANK YOU FOR YOUR
ATTENTION!