Global Capstone Business Plan Assessments
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Section 1: Your Organization/Business Unit
- Develop the vision, mission, and core values for the
- Develop a macro-organization chart with major positions and roles/responsibilities. What type of structure is it? What are the advantages/disadvantages of this type of structure?
- Identify keys to
- What are your assumptions and risk factors?
- What are your key strategies and goals/objectives?
- How does the organization differentiate itself from the competition? (What are your comparative advantage and opportunity costs?)
- Identify your product and provide a brief description – this is more fully developed in the Marketing Plan and Mix below.
- Revenue model – how is the product idea going to make money? (e.g., licensing, transactions, acquisition)
Section 2: Industry Overview
- Describe the overall nature of the industry, including sales and other
- Identify and interpret trends such as demographics, economic, cultural, governmental influences (i.e., monetary policy) and market growth. What conclusions do you draw from the trends as they relate to your business?
- Describe your business and how it fits into the industry, the global environment and within your sector (i.e., productivity and competitiveness, changing supply and demand conditions, elasticity considerations, )
- Identify the major players (your competition) and their relative
Section 3: Market Analysis and Competition
- You will be entering through Why is Amsterdam an excellent point of entry?
- What other two countries will you expand into? Why? What is your rationale? Do the selected nations align with your objectives?
- Define and clearly describe the target market(s) for your product in each country. What is your rationale? Describe the need for your product
- Estimate market share and sales – Estimate the overall size of the target market and the unit sales, and potential repeat purchase volume.
- Determine how the market might be affected by political, economic and demographic
- Describe possible barriers to entry (such as access to capital, technology, regulations, industry policy, employee skill sets, location, , tariffs, nontariff barriers to trade etc.) to your markets (Amsterdam and the two other countries). How will these be addressed?
- Determine host countries regulations and requirements (countries where you manufacture and where you distribute):
- Are there requirements to use host country resources
- Host country restrictions on repatriated dividends and other cash flows
- Taxes on repatriated cash flows
- Identify your primary competitors and their current market
- Estimate the volume and value of your sales in comparison with your
- How will you differentiate your product offering?
- Develop preliminary Break Even estimate
- E. → QBE = F/(P – V) F = fixed costs, P = Price, V =Variable Cost
- Is Break-Even quantity feasible (does sales forecast support Break-Even level of sales)?
Section 4: Marketing Plan and Marketing Mix
Describe your overall marketing strategy
- Describe your overall marketing
- What are your objectives?
- What are your keys to success?
- What are your critical issues?
- Who are your partners and what is the arrangement (licensing, contractual, joint venture)?
Identify Target Markets (detailed)
- Identify the specific target market segments for your product. Who are the purchasers? Do they differ from the users?
- What influences the purchase?
- Who is financially responsible for the purchase?
- Include the rationale behind why these are the optimal target market segments (i.e., motivation for purchase, potential as growth rate, purchasing cycle, repurchasing)
- For each segment provide:
- Percent of sales
- What they want
- How they use the product
- Support requirements
- How to reach them
- Price sensitivity
Conduct a SWOT Analysis
- How will these be used for strategy development?
- How will you brand your product?
- Describe your product – features, application and then benefits from a consumer point of view.
- What makes your product different?
- What gives your product more value?
- How will this product be of benefit to your target market segments?
- How do you differentiate your product from the competition?
- What is your warranty policy?
- How will post-purchase service be provided?
- How will it be packaged? Will the package be a differentiator?
Pricing Strategy (This area should align with section 7- Financial Plan)
- What are your pricing objectives (examples: maximize market share, low price to beat the competition, maximize margins, )?
- Describe how you intend to price your product – the pricing strategy. (i.e., where are you in the product cycle, market maturity, what are your marginal costs and revenues, margin target, how do you maximize profits, )
- List price
- Payment terms and financing options
- Leasing options
- Other associated costs
- Connect your target market and value proposition to
- Select price objective, determine demand, estimate costs, analyze competitor’s
- Select a pricing method, select the final price, indicate how you can adapt the
- What means of payment (check, cash, terms of payment, financing arrangements, ) will you accept?
- NOTE: Remember if you are offering both wholesale and retail you will need a price point for both distribution methods.
- What is the impact of currency exchange rates and tariffs on your pricing?
Sales and Distribution Strategy
- Describe how you will distribute your products to the customer (if applicable). Will you be selling wholesale or retail, online, or via a SaaS model? What type of packaging will be required? How will the product(s) be shipped/delivered? What methods will be used for payment?
- From what type of channel do customers prefer to make purchases?
- Connect your target market and value proposition to
- Will you use push or pull strategy and why?
- Channel design decisions – Remember the whole channel – not just retail!
- Describe e-commerce marketing practices if
- Retailing and/or wholesaling strategy or
- Note: How will your product move from manufacturing (source) to the final user?
- What is your sales strategy?
- How do trade agreements, such as the trade war and sanctions or trade barriers, affect sales?
- What post-sales services will be provided?
Advertising and Promotion Strategy
- Establishing objectives – what is to be accomplished?
- Discuss how you would be evaluating the
- What is the message you want to get across to the audience? Remember you are developing the communication strategy. What is the message and why? What mediums does the target market use to receive information about this area of their consumption? This would not include various tactics; the tactics (unless specifically needed as part of the strategy) are developed by department managers as part of their operating plans.
- List the different media/vehicles you will use to get your message to customers (advertising including media, public relations, promotion programs, giveaways, trade shows, etc.).
- Will you use promotional materials such as free samples, product demonstrations, free trials, freemium offering, etc.?
- What marketing collaterals will you use?
- How will you launch your product (i.e. at tradeshows, social media, etc.)?
Section 5: Management Plan
- Describe managers and their roles, key employee positions, and how each will be compensated.
External Resources and Services
- List any external professional resources What is their role?
Staff and Organization
- Develop a complete organization chart with positions and responsibilities that the corporation would have.
- As a business unit of the company with P&L responsibilities, what HR services will you provide? How will you align with corporate HR?
- List the type and number of employees or contractors needed. What proportion will be full-time?
- Develop an estimate of the salary and benefit costs of each.
- How will you recruit (sources/methods) and select (type of interviews) the staff – on site and virtual team? How will you ensure cultural fit – including the virtual team?
- What will be the talent development needs? How will these be provided?
- Using a virtual global team address the following:
- Where will the team(s) be located?
- What are the cultural implications for decision making?
- What are the potential issues of managing a virtual team and how will these be addressed?
- Describe the role of governance for the business unit. Will it be an advisory board? What are the positions and their roles?
- How will you address legal/ethical compliance given your global reach?
- How will you ensure economic, social, and environmental sustainability?
- Describe the following:
- Enterprise-wide software and/or computing needed for decision
- What is your data management plan? This refers to the skills and equipment used to organize, secure, store and retrieve information. Data management technology can refer to a wide range of techniques and database systems used for managing information use and allocating access both within a business and between entities.
- Security and privacy
- Technology migration
- Plan for stakeholder computing (i.e., interaction with organizational data and processes)
*Describe what is recommended but not how it’s implemented or what the assumptions or limitations are. A description with a simple explanation will suffice.
Software (if applicable)
- Describe the architecture and technical specifications (i.e., cloud, dedicated servers)
- Describe information security, cyber security, and encryption (i.e., PIPEDA, GDPR, scans, data backup, logs & failovers, DDoS protection, etc.)
Section 6: Manufacturing and Operations Plan
Please write this section as though the reader does not know your product. Introduce your product, your company name, and any other key information so that the reader will not have to reference prior papers.
Development (if applicable)
- Where, in what country, will you produce your product? What were your decision criteria for that country?
- What method will you use to ship/transport/deliver your product to your country customers? What were your decision criteria?
- What are the legal/regulatory issues?
Production (if not outsourcing)
- Explain how long it takes to produce a unit and when production begins?
- What factors could affect the time frame of production and how will you address any potential problems, such as demand outstripping capacity to produce, rush orders, product customization?
- What layout will be needed to maximize production?
- What measurements will be used? What time standards, if any?
- How will inventory be managed (storage and reordering)?
- What quality control measures will be put in place?
- How are product upgrades handled?
- What customer support and training are required, and how will it be delivered? (i.e., SLAs, availability, materials/documentation, help desk, wiki, etc.)
Production (if outsourcing)
- Why are you outsourcing?
- How many vendors will you be using?
- Will the vendor store the finished goods for shipment to customers or will they ship to you to store? If you are storing, then you need to address how inventory will be managed.
- What are the benefits? What are the risks and how will you mitigate them?
- How did you select the outsource partner?
- What quality assurance will you implement to assess the product from the outsourced manufacturer?
- What service-level agreements will you establish with the manufacturer, and what will they include?
- How will you protect your intellectual property and guard against counterfeiting / theft, especially in certain countries where the risk is high?
- Where will you warehouse your product?
- Will you lease or buy the facility? What are the costs?
- Note: If you are outsourcing completely, then you may not have a facility; however, if you store finished goods, then you need to address the facility.
- For operations, identify your required positions by job What are their major responsibilities?
- Develop an organization chart for operations.
- How will production personnel and equipment be scheduled to minimize downtime / maximize production while maintaining equipment?
- Note: If you are outsourcing, you need not include an organization chart for the vendor’s company; however, you may need to include special information about jobs, such as if they need to have employees with specific credentials (which may be a selling point in why you chose that vendor).
- Identify the equipment
- Will you purchase or lease the equipment? What is your rationale?
- Note: Just provide information on major You could state the minor tools without going into much detail. For example, if you were manufacturing coffee, your equipment might include a roaster and a grinder, and you might specify their sizes and possibly the brand, ultimately getting to the cost. You would not need to expend much effort on telling us details about scoops and other tools unless they are significant. You could just have a general expense allocated for those tools. It is possible that you will not have any major equipment if you are outsourcing.
- Identify major suppliers and what they will provide.
Section 7: Financial Plan
Start-up Costs and Investments including Financial Strategy
- What are the financial objectives?
- What are your sales forecasts (first year by month, second and third year by quarter)?
- What are the risks and how will they be mitigated? Provide your risk scenarios.
- Based on the financial analysis, how much investment will you require from the company (include projected working capital requirements and projected requirements for fixed assets, and the financing plan to fund these requirements)?
- Software: show your licensing, implementation, customization, training, and maintenance fees (when applicable).
- Develop a capital budget.
- Develop a 12-month projected income statement indicating your projected revenues, expenses, and (Estimate fixed and variable costs)
- Develop a 5 -year projected income statement indicating your projected revenues, expenses, and (Estimate fixed and variable costs)
Cash Flow Projections
- What are your monthly cash flow projections (cash revenues and expenses)?
- Develop a pro forma month-by-month cash budget for year one, showing monthly net cash position and required short-term borrowing if net position is negative. Demonstrate ability to pay off any borrowings.
- Develop a projected cash conversion period or cycle (Inventory period + accounts receivable period minus accounts payable period)
Build Pro Forma Balance Sheet
- Estimate working capital
- Estimate plant and equipment
- Estimate capital structure (sources of capital)
- When (in what quarter) do you expect to have receivables?
- Determine financing plan:
- Mix of debt and equity from estimated capital structure
- Permanent capital (equity and long-term debt)
- Short-term capital (short-term financing)
- Sources of permanent capital and short-term capital
Currencies, Exchange Rates and Tariffs
- For each country you are operating in, what is their currency? Must payments be made in their domestic currency, or will they accept Canadian dollars or other major currencies?
- What is the exchange rate? How does this impact your revenue stream? What tools are available to mitigate risk? (i.e. futures, forwards, currency options)
- Are you subject to any tariffs? How does this impact your pricing and revenue stream?
- What is the impact of business taxes? Are there restrictions on dividends and cash repatriations to home country, or other taxes on cash outflows?
- Conduct ratio analysis to compare the financial plan to the industry and competitors?
Long-Term Financial Plan
- What are the initial sources of capital required to launch the venture? Include funding plan for “permanent” assets (any plant and equipment, office space) and funding plan for initial working capital
- Using projected cash budget, develop a short-term financing plan to cover periods of negative cash. What are the potential sources for short-term borrowing? Include a plan to retire short-term borrowing during the normal cash conversion cycle.
- What is the projected long-term financing plan, including sources of capital? Indicate initial and subsequent external equity funding, on-going internal equity funding through profit retentions, on-going short-term borrowing for working capital variation, and long-term debt capital.
- The financial plan examines risk as well as profit potential, and requires a conversation about risk appetite and preferences, and trade-offs between profit potential against risk of losing the investment.
Final Report and Presentation
Using the feedback from each section, develop a complete, revised Global Capstone Business Plan that provides the bases for the funding request and the executive summary presentation.
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