JL Jewelry Company’s Business Plan

With the rapid development of China’s economy, people’s consumption levels keptimproving, jewelry industry experience from the initial small workshops operate to thepresent growth of brand management and becomes a popular industry in the consumer system.Jewelry as the oldest industry which is exclusive to the nobility as luxury goods at initial stage,have now blossom into scale industry with its huge market potential step by step, continues todevelop and gain strength in competition. In some major cities, buying jewelry has become animpromptu consumption behavior, even become a means of investment.This paper the business plan for JL Jewelry Company to explore Brand Franchise ChainStore Of Jewelry was launched in investment project feasibility and market prospects. Byusing the theories and methodologies of strategy management, marketing management andfinancial management etc., the article has a rounded analysis on company background,industry analysis, competition analysis, market marketing strategy, financing way andinvestment repayment, finance analysis, expected a40-million-Yuan investment for theproject to rapidly access to target markets and wins the considerable profit repayment for theinvestors. Not only this business plan has the financing function, but moreover Providestrategic guidance in enterprise’s development.Firstly, the paper introduces the basic situation of JL Jewelry Company that it has thestrength to do the jewelry brand terminal sales. Then by using the macro environment analysismodel—PEST model, the Industry competitive analysis--Porter’s Five Forces Model, thearticle has a analysis on company’s internal and external environment, founded that China isin a crucial stage of economic transformation, and the jewelry market becomes moreregulated, transparent and huge. At the same time, the unique resources and competence of JLCompany match the key factors of a success jewelry company. Then, by using STP MarketingTheory and the model of SWOT we determined the strategy of JL Company. We alsoestablished the target market and suitable4ps of JL Company through the analysis of marketsegmentations. Through a rounded analysis of the target market and target customers, JLCompany expected a rapid and successful marketing and brand recognition. In the end, weconfirmed that the project could make good profit and returns to scale by sales forecastingand profitability analysis and we proposed some plans for preventing risks that is possible.This business plan was not only a financing tool but also references about how to facethe problems of management, marketing, brand and financing for the jewelry investors, even could be instructive for enterprise development.