Ежегодной научно-практической конференции студентов и магистрантов
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- 4P strategy: Product
- Weaknesses
- Table 1. Initial start-up costs [3] Table 2. Cash flow statement in KZT [3] № Type of cost Amount in KZT
- Total 1125000
- 3 Operating cash inflow 28000000 30000000 32000000 4 Other cash inflows
- 9 Total other cash inflows 5580000 3300000 3520000 10 Total cash Inflow 33580000
- 15 Total cash outflows 1350000 1350000 1350000 16 Net cash flow 32230000
- Абдуллин Р.Ж., м.э.н., ст. преподаватель
- Zhanar Aitkulova, Anastasia Scherbakova
- Table 1. Diagnostics sessions with prospective customers for our product
- Figure 1. The diagram at the place of location of publishers. Figure 2. Population of Almaty (age distribution).
- Table 2. Four “P” analysis Table 3. Operations and Management Plan Product
- Price Type ofEco-Book ofsheets Price(tg) Type ofEco-Book ofsheets Price(tg)
- Place
- Position Description
s tart - up project “m agneto ” Aidyn Dadayev Galiya Bostanova Nurlybek Mussatayev Finance, 2nd year Supervisor:
68 Regarding distribution channels, we will have some connections in China and all the product will be coming from there.
Our marketing campaign will be mostly based on internet-resources. Nonetheless, we will be making additional marketing steps, such as placement of booklets with information about our company and products in them in diverse hostels and hotels [2]. 4P strategy: Product: • Magnets from different countries • Magnets of different football clubs • Handmade magnets Price: • We will have three categories of prices: • 300 tenge, 400 tenge and 500 tenge Place: • Diverse shopping malls, such as Esentai Mall, MEGA Alma-Ata, MEGA Park and other. • Medeo ice-rink • Chimbulak ski-resort Promotion • Through SMM sources (Instagram, Facebook, VK) • Booklets spreading (in hostels, hotels) • Vacation spots (Medeo, Chimbulak, Akbulak) SWOT – analysis Strengths 1.
Low price 2.
Permanent availability 3.
Wide variety of products Weaknesses 1.
Not from the origin country Opportunities 1.
well-organized logistics system 2.
possibility to hand-made manufacturing Threats 1.
Problems with quality Financial Plan The start-up costs of «Magneto» will involve all points of equipment part, that will needed for financing the place of selling, legal fees, designing and programming of the web site, marketing, salary of employees and so on. Fortunately the project do not need any office or machinery, for the beginning there will be only of place of selling, accordingly the Almaty International Airport, were we will need some shop-case, computer, cash machine and some stationary. Table 1. Initial start-up costs [3] Table 2. Cash flow statement in KZT [3] № Type of cost Amount in KZT 1 2 3 1
200000 2
150000 3
100000 4
675000 5
1125000 Year
1 2 3 1 2 3 4 5 1 Cash from operations 28000000 30000000
32000000 69 2 Cash from receivables 0 0
3 Operating cash inflow 28000000 30000000 32000000 4 Other cash inflows 5 Equity investment 1500000 0
6 Increased borrowings 1000000
7 Sales of business assets 0 8 Accounts Payables increases (11%) 3080000 3300000
3520000 9 Total other cash inflows 5580000 3300000 3520000 10 Total cash Inflow 33580000 33300000 35520000 11 Cash Outflows 12 Repayment of principal 0 13 Accounts Receivables increases 0 14 Asset purchases 1350000 1350000
1350000 15 Total cash outflows 1350000 1350000 1350000 16 Net cash flow 32230000 31950000 34170000 17 Cash balance 32230000 31950000 34170000 18 NPV 2 147 521,97 KZT NPV>0, thus accept the project 19 IRR 117%
IRR>r, accept the project 20 PI 8 month Short period of Payback period- accept References: 1. I.M. Pandey, Financial management, Vikas Publishing House Pvt Ltd, 2009, 806 p. 2. Peter Cheverton, Key Marketing Skills: A Complete Action Kit of Strategies, Tools & Techniques for Marketing Success, Kogan Page Publishers, 2000, 414 p. 3. John Downes, Finance and Investment Handbook, Jordan Elliot Goodman Barron’s Educational Series, 2003, 1220 p.
70 Алматы
Менеджмент Университет В статье рассматривается новая идея, а также ее маркетинговое исследование. Миссия: Создать продукт для развития умственного подсознания ребенка. Цель: 1) высокое качество и необычный дизайн; 2) узнаваемость бренда на рынке; 3) получение высокого спроса; 4) мировое сотрудничество. Задачи:
1) развитие нового бренда и товара на рынке; 2) расширение ассортимента товара; 3) удовлетворение потребителей (взрослых и детей); 4) развитие умственного интеллекта и расширение кругозора детей. Наша продукция называется «Clever Kids» («Умные дети»). Продукт развивает интеллект ребенка с самых малых лет. На эмблеме «Clever Kids» изображено дерево. Чтобы выросло большое и красивое дерево, необходимо посадить семечко и ухаживать за ним до тех пор, пока оно не превратится в красивое дерево. Это равносильно тому, что с самого рождения ребенка мы вкладываем усилия для того, чтобы ребенок вырос здоровым, умным и успешным человеком. Возрастная аудитория нашего товара от 3 до 16 лет. Мы выбрали данные возрастные ограничения, так как в 3 года ребенок начинает интересоваться миром вокруг него, а также у ребенка появляется желание изучить все, что его окружает. Именно до 16 лет у детей закладывается психологическое развитие интеллекта. На сегодняшний день для каждого родителя важно умственное развитие его ребенка. Поэтому с детства все отдают детей в садик, в подготовительные школы, чтобы развить интеллект ребенка еще в раннем возрасте. Помимо общеобразовательных учреждений ребенку необходимо саморазвитие. Поэтому, на примере данного товара, которого нет еще на рынке, мы можем рассмотреть разработку футболок с интеллектуальными рисунками. Эти футболки разработаны для того, чтобы в любое время, даже когда ребенок играет, он мог интеллектуально развиваться самостоятельно. На футболках будут изображены цифры, математические примеры, алфавит, города, великие люди, ученые, формулы, таблица Менделеева и т.д. Стоит обратить внимание, что футболки будут высокого качества, в связи с тем, что у детей очень чувствительная кожа. Вся ткань будет поставляться из Южной Кореи. По нашим исследованиям, сравнениям и подсчетам, именно там очень хорошее качество ткани и приемлемая цена [1]. Изображения на футболках будут делаться высококачественным принтом. Краска для принта будет отличаться от остальных. Уникальность принта заключается в том, что даже после многочисленных стирок, изображение не теряет свой первоначальный вид. Почему выбран принт, а не какой –либо другой вид нанесения изображения? У детей очень чувствительная кожа, если будет вышивка, то нитки изнутри футболки будут колоться, царапать и приносить дискомфорт ребенку. Мы не взяли изображения на клеевой основе, так как после многочисленных стирок изображения отклеятся и футболка утратит свой первоначальный вид, либо у ребенка может начаться аллергия, появится раздражение на коже от клея. Принт экономит время и требует совсем немного усилий, он легко наносится, быстро сохнет и не вызывает раздражений на теле у ребенка. Так как бизнес у нас новый, мы решили для начала шить футболки на малом предприятии, т.е. открыть ИП, взять в аренду помещение, поставить оборудование и привлечь квалифицированных специалистов. Почему ИП? На первоначальном этапе бизнеса доход будет не велик в связи с раскруткой нового бренда и товара, и тем самым мы будем меньше платить налоги. Продаваться товар будет через интернет, а также в торговых центрах города. В дальнейшем с повышением спроса на товар, мы создадим свои цеха и увеличим объем и ассортимент товара, а также откроем свою сеть магазинов. Как мы знаем, сейчас существует множество одежды для детей, по очень высоким ценам и с низким качеством. Мы предложим футболки высокого качества, интеллектуально развивающие, по доступной цене [2]. На начальном этапе цена будет составлять 2 – 5 тысяч тенге. Когда товар приобретет нишу на рынке, цена увеличится. На казахстанском рынке еще не существует такого продукта, и поэтому о конкурентах не может быть и речи. По итога опроса целевой аудитории от 25 до 40 лет в виде голосования (Интеллектуальные футболки или футболки с изображением мультяшных персонажей?), 87% опрошенных проголосовали за интеллектуальные футболки. Многим родителям не нравятся футболки с глупыми изображениями, они хотят, чтобы их ребенок был развитым и умным среди своих сверстников. р азработка нового продУкта c lever K ids Даузова Халича Рустамовна, Даулетбаева Газиза Каирбековна, Султашев Жалгасбек Жайкович Учет и Аудит, 3 курс Научный руководитель:
71 Дети с раннего возраста очень внимательны, им всегда хочется узнать больше интересного, что их окружает. Поэтому наши футболки будут пользоваться популярностью среди детей, когда один ребенок, увидев нашу футболку на своем друге/подруге, захочет себе такую же. Для того, чтобы наши футболки были доступны для всех детей, т.е. имущих и неимущих, мы будем организовывать благотворительные ярмарки, участвовать в благотворительных фондах и других мероприятиях. Мы решили изготавливать мини-модели игрушек в виде футболок. Зачем? Во-первых, маленькие дети очень любят игрушки, во–вторых, это будет нашей фишкой для привлечения новых покупателей, и в– третьих, с помощью игрушек, множество людей будет узнавать о нашем бренде. Тем самым, в какой–то степени возрастет наша популярность на рынке. Источники: 1. Липсица И.В. Маркетинг. Учебник для студентов бакалавриата. Под ред. - М.: ГЭОТАР -Медиа, 2012, - 576 с. 2. Семенов Н.А. Маркетинг. Учебное пособие. 1-е изд. Тверь: ТГТУ, 2007. – 100 с.
72 Almaty
Management University At the threshold of the new millennium, humanity, summarizing the past and looking to the future, recognizing the achievements of civilization, can not be aware of global environmental issues and to plan their activities with regard to the need to solve them and move towards sustainable development. The man - part of nature. Nature will always be the basis and the source of human life. The history of development of human society - is the story of expanding the scope and diversity of the human impact on nature, to enhance its operation. Because of human activity on the nature of man can judge the morality level of its civilization, as well as its social responsibility towards future generations. It is easy to note that the impact of humans on nature manifests itself in the process and as a result meet the man of their needs. One of the specific need – are books. All of us know that the main raw material of book – is a tree, in turn, a man made of books, which he reads. In this paper work, we will explain our idea about the mutual aid between humanity and nature, about “Eco-Books”, the main role of which is – plant a tree [1].
Nowadays, concerning ecology, we can face a range of problems: - About 50 000 trees are cut down each year illegally; - Unawareness of children about the protection of environment; - New trend – EBooks, which has a bad consequence – bad vision. Unfortunately, these problems are only a minority. After analyzing such situation in the world, as for young population, it is better to think about the solution, thus, our team created a business-project “Eco-Books”. “Eco-Book” – a book that can grow back into a tree after you are done reading it. A book that returns to nature what it took from it. Books—like people—can grow, change, and ultimately become something entirely, wonderfully new.
- To inform readers about the ecological impact of books - To restart the cycle of growth - To adapt ECO-BOOK in the local market The main purpose – is to teach humanity where books come from, as well as provide them with a hands-on way to give back to the environment. We should always remember that books—like people—can grow, change, and ultimately become something entirely, wonderfully new. Business Concept The Green World and Bright Minds around us! This is the first important aim we want to achieve. Our idea will help surrounding to be greener. One of the main customers will be children; we will make special books, which give knowledge about future days that everything depends on future generation. We will try to explain about the importance of the plants and trees. In future, with our help, more and more people will grow trees, expansion of the target audience, and the majority of the population interested in the cultivation of eco books. We think our product will have a great demand in Almaty, because of the smog. In this way, we will satisfy needs of our customers. We will cover a big range of the market, our books will be made for all genders; will produce the books, which are under high demand [2].
Finance, 2nd year Supervisor:
Questions People Do you read books? Do you prefer reading books or electronic books? How many books do you buy in a year? Do you care about the environment problems? Will you buy ‘E-BOOK?
1 Yes
books 2-4
Yes Yes
2 Yes
books 5-7
Yes Yes
3 No Yes 4 Yes
electronic books 1-3
Yes No 5 Yes books
6-11 Yes
Yes Table 1. Diagnostics sessions with prospective customers for our product 73 According to our survey, we can see our potential customers. Most of the people read books. Not all of them are indifferent to our surrounding. Because of this, they are willing to buy our new product.
The one and the most important thing in our product is - the first book that can be planted after it is read. A good and creative idea to make new generation to understand how important trees are to us. It could be a great gift that could last a lifetime if not more. Market Analysis Judging from the shelves of bookstores today, the book business in Kazakhstan is booming. Indeed, from a variety of books submitted dazzled: a time when books were considered almost a convertible currency, thing of the past, today anyone can find any book currently on the choice and taste, and the number of bookstores themselves impressive. Publishers do not work on the market in Kazakhstan. They are mainly focused on the state order and the author of the book, which is practically not competitive in the market. Publishers do not want to invest in the publishing market books and their promotion. There is a big minus for our market: there is a good network of bookstores in the country [3]. Eco-book designed for three age groups children (0-10) Teen (13-17) Adults (18-55). According to the table, we assume that our potential clients are 100% not including in calculation of children and the elderly. Child population aged 0 to 18 has 400 949 people representing 29% of the total population of Almaty. According to the above data we can conclude that our market of potential buyers in Almaty wide enough to mean that our products will be popular. From the diagram below, we see that Almaty takes 66% of the book-market in the Kazakhstan. This is an advantage in the case of our project, because of our first location – Almaty.
ECO-BOOK – a book that can grow back into a tree after you’re done reading it, It’s a book aimed for to people of all ages, who is able to read. This book should help people to love reading, and at the same time not harm the environment. Results of past marketing decisions 6 No Yes 7 Yes electronic books 1-3
Yes Yes
Note: done by authors Figure 1. The diagram at the place of location of publishers. Figure 2. Population of Almaty (age distribution). 74 In our market, we did not have such product, which means that we have none of experience in that very activity. We can have a look of foreign country`s experiences, and is definitely such a product they do not have, there are only recycling books. Which means – new product brings new ways of marketing. We want our books to be widely spread all over the country at first, and the world itself in future. To achieve this target, we have to carefully work out our future marketing plan. We will be adaptable to the market we are going to work in [4].
We have certain targets in realizing our idea. Our goal is to cover most of the market. For that, we need to pay attention to the different age categories. Therefore, we divided the market into the three main age groups: children, teenagers and adults. In accordance to our product, we will try to convey people about the harm caused to our planet by cutting down trees. At least we should to compensate, by changing people`s attitude to the planting trees and gardens and in their own city. We hope people will accept our idea, because nowadays people like everything about being eco-friendly. It says about changing people`s minds and thoughts, they realize the harm they cause. We have all opportunities for leadership in that very area. We will be the first who introduces such kind of eco-friendly idea to the market.
“Eco-Book” uses acid-free paper impregnated with seeds, a species of flowering tree native to our country. The book is made out of acid-free paper, silk-screened and printed with ecological ink, and stitched and bound. Seeds are carefully sown into the pages to help it grow. The book is then printed with biodegradable ink. When a person reads the book, then it will be able to land.
1. Forchildren(teenagers) 100 3330-4255 200
5735-7400
300 6820-8835 2. ModernProse 200 5735-7400 400
8835-11470
600 10790-14040 3. Businessliterature 300 6820-8835 400
8835-11470
500 9100-11830 Place At the beginning we will sell our books in Almaty. Promotion Offline marketing: to pass our leaflets in bookshops, libraries, store markets and etc. by sitting this kind of illustration, also radio telemarketing, and television ads.
marketing. Eco-Friendly program: is already one of the good ways of promotion. Nowadays ecology is a big problem of the world. if we want to help our earth to extend it`s life and to help ourselves to live healthy life we should start from compensating, by giving planting back trees. Position Description Chief Executive Officer Will develop and implement high-level strategies, making major corporate decisions, managing the overall operations and resources. Chief Financial Officer Will analyze the company's financial strengths and weaknesses and suggests plans for improvement, overseeing the accounting and finance departments and for ensuring that the company's financial reports are accurate and completed on time. Chief Operational Officer Will manage the company's day-to-day operations and reporting them to the chief executive officer (CEO). Will mostly cooperate with authors.
75 Our main activity - sale of unique books. We are going to cooperate with typographical center, as well as enter into contracts with authors. In our development plan in the future, include cooperation with local authors only, for support of compatriots. When we will reach the optimal point, it’s time to think about bringing other high-level managers on board to help out. We need to build a senior team that’s able to manage all the critical areas of our business to take it to the next level [5]. First of all, we are going to create a sole entrepreneurship. Because, it the best choice for our business. Our team will be consist of 11 employees.
In order to determine, is our business-project will be successful, we have calculated the basic ratios, using Cash-Flow. In our attachment, there are all relevant calculations for this.
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