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Example of Assignment Stage 1 1-2
Presentation
Yellow Target.co.nz
Service Solutions
Presented by Khuong Ngoc & Katia Bazanova
Company Outline
Situation Analysis
Vision, Mission, Objectives
Strategy
Risks
Scenarios
Financial Part
Agenda
On-line business directory
Auckland based
Service market niche
Business (BC) and individual (EC) customers
Pre-paid and regular listings Information and advice on service problems
Community interaction
Company Outline
Political-legal environment is favourable for e-Commerce enterprises
Number of service companies increased by 2% from 2006 to 2007
New technologies coming up such as streaming video,
click-to-call option etc. New Zealanders have strong participation in networking
on-line
People increasingly use business directories to get information and advice
Situation Analysis
Vision To establish reliable name and then to
expand in other areas. To become “first choice” in
3 years and eliminate some of the competitors in
5 years.
Mission To provide quality service of connecting
those having a problem with those having a
solution. Emphasize on customer service and
community interaction.
Co Yellow Target Vision
Co Yellow Target Objectives
Long-term
1. Increase a number of services and companies
2. Eliminate some of the competitors in the market
3. Expand into other niches and add more categories
Short-term
1. Get 1,000 business into Advanced database (end 2009)
2. Establish strategic partnership with Target TV (May 2009)
3. Get 10,000 business listings into Basic Profiles (end 2009)
4. Get 2000 consumers into Golden Membership (mid 2009)
Long-term
Short-term First 6 months focus on
IT and Marketing
Developing content and
making web-site dynamic
Strategy Formulation
MK HR OM IT EB
SI
Customer Relationship
Continuous Innovation
Human Resources
Note: MK=marketing, HR = Human Resources, OM = Organization Management, IT = information technologies, EB= E-
Business, SI = Strategic Integration
Promotion
Word-of-mouth
Search Engines
Sales Promotion
Personal Selling (BC)
On-line Branding
Integration of all activities around brand name
Marketing
Core principles
Effortless Service
Design & Brand
Personalization
Managing all contact points
Clear policy Accepting & fixing mistakes
Yellow Target Organization
Customer Customer
Support
Executive Management
Web Team
Business Sales
Team
Business
Customers and
End Consumers
log on to the
personal page.
Personal page
will contain all
necessary info
for the user.
Web-site Project
BASIC PROFILE SECTION
Search function
Add your business function
ADVANCED SEARCH SECTION
Search function
Log in (Business Customer)
Web-site promotional information
NAVIGATION MENU
Log in (End Consumer)
Registration (End
Consumer)
Contact UsPhone number(with working
hours)
List of Latest Business Reviews
Become a friend!Become a Golden
Member!
MAIN PAGE INITIAL LOOK
Timeframe and Action Plan
Activities 2008 2009
Jul Aug Sep Oct Nov Dec Jan Feb Mar Apr May Jun Jul Aug Sep Oct Nov Dec
Setting up the website
Getting consumers to website
Promoting Advanced Search (BC)
Promo materials
Promoting Advanced Search (EC)
Promoting web-site to the End Customers
Golden Membership
Target TV
Web-site traffic
Strategic Control
External risks
• Competition
• Customers
• Business Partner
• Financial
Internal weakness
◦ Security
◦ IT
Scenario 1 Sales volume is
growing invest into development
Scenario 2 Sales volume is NOT
growing either improve the offer or negotiate to get sales force
Strategic Control & Scenarios
Sources of Revenue
Monthly fee (NZ$25) for Advanced Search Section
Google-style ads at higher rates
Fee for joining Golden Membership
Fees for uploading videos and other multi-media
Marketing campaigns for Business Customers
Fees for the advertising banners
Adding reviews from press
5 years financial projection
1st year 2nd year 3rd year 4th year 5th year
Costs
93 K
100 K
100 K
150 K
150 K
Revenue Before Tax
221 K
237 K
254 K
272 K
291 K
Profit
96 K
102 K
116 K
81 K
97 K 1 2 3 4 5
Profit
Revenue
Before Tax
Cost
Questions
Thank you!
