Shenzhen Lan Elegant E-Commerce Co., Ltd. Business Plan

With three decades of reform and opening up, China economic develops rapidly, people’s income levels continue to improve,people have started to pursue a higher quality of life and Chinese jewelry market booms. Online shopping environment continues to mature and Internet Thinking concept win popular support among people. It’s the time to carry out electronic commerce.Shenzhen Lan elegant E-Commerce Co., Ltd. is a project sponsored by eight MBA students from Lanzhou University. The project is based on a entity Jewelry company owned by one of the 8 students- Shenzhen Jiaxin Jewelry Co., Ltd,is the extension of the jewelry Co., Ltd in the field of B2 C. Owing to years of accumulation, the company wins stable suppliers, very low purchase price and good relationship with logistics company who offers free shipping service when the transaction amount reaches more than six yuan for one shipment. After received orders from Shenzhen Lan elegant E-Commerce Co., Ltd, Shenzhen Jiaxin Jewelry Co., Ltd will unified packaging and shipment.The business plan collects and analyzes TMall’s daily jewelry transaction datas of the last whole year by means of investigation and analysis to find the rules of market competition for this project. Then, the author uses PEST analysis to analyze the macro environment that the company faces from aspects of politics, economy,society and(technology, and take which as basic tools for making development strategy of the company. And then, it takes other analysis tools including the external factor evaluation matrix(EFE) matrix, the internal factor evaluation matrix(IFE), SWOT(strong point, weak point, opportunity, threaten)etc. to make selective development strategies that the company may adopt, that is, the strategy of cost leadership and the cultural difference strategy. And it uses QSPM matrix to make a final decision-the cost leadership strategy. At the next step, the paper carries out an accurate segmentation research on the target market, finds out the characteristics of the target market, and assist on designing new product mixes to meet the market demands, shaping a brand image of high quality and competitive price. At the end, the paper spread financial analysis, profit and loss balance analysis, project risk evaluation and Countermeasures of the formulation analysis,around with the price strategy, channel strategy and promotion strategy that meets the development of the pioneering project.