A Commercial Plan Of The H Company Integrated Luggage Case Project

In this paper,the author analyzes different aspects on H company's products,the market environment,marketing,budgeting,return on investment and risk analysis,etc,then carries out a development plan on the new multi-functional suitcase,expecting to attract venture capital and to establish a strong sales and technical team so that the project can start as soon as possible and put into the market.It has been over 100 years since people use suitcase for travel and collecting goods.It has become an indispensable tool in people's lives.Our country is now the largest suitcase producer and exporter in the world and sales figure of suitcase grows strongly in domestic market,which is nearly up to 20%per year,leading among world prosperously.However,the competition has reached fever pitch since high-end market has been occupied by foreign famous bands,such as Samsonite,the American Tour the Swiss,etc.In China,there is an intensive competition in the medium and low-end market which profit is becoming lower and lower.The entry barrier is lower for company while they are facing enormous competition and risk.The multi-functional suitcase newly designed by H company is a reverse model for the traditional suitcase,which distinctively achieve the functions of collecting,portable chair-table,etc.With the people's better life,more and more families own private cars,more and more people like to get out close to nature in their leisure time,more and more people are concerned about new household products.H's suitcase has practical meaning and broad prospects for development.In this paper,the author analyzes the market research data and uses the methods of strategic management,marketing management,financial analysis to propose a plan about the overall corporate positioning,target customer base,marketing plan based on the business environment,industry conditions,and financial forecasting results.Finally,according to the prediction of the next three years of income statements,net present value and internal rate of return method,the author demonstrates the feasibility of the project from a financial point of view.The author also analyzes the project investment risk by using quantitative and qualitative analysis method and comes up with corresponding countermeasures.