Dnipropetrovs'k Alfred Nobel University Department of International Economy and Economic Theory Development of a marketing plan to attract foreign investments to the company Performed by: Scientific supervisor: Language consultant: Alina Chernaya IE-09 -01 Cand. Sc. (Economics), Associate Prof. Diadko I. A. Cand. Sc. (Pedagogy), Associate Professor Miasoid G. I.
Contents • Part 1. Theoretical basis for development of a marketing plan to attract foreign investment to the enterprise • Part 2. Evaluation of economic performance of LLC "LVS" and analysis of the existing marketing plan • Part 3. Ways of improving a marketing plan to attract foreign investment in LLC "LVS"
Subject, object, goals, objectives of the diploma project A subject of diploma work is developing a marketing plan to attract foreign investment to the company. An object of research is LLS “LVS”. The goals are: creation of projects foreign investments. Tasks: • abstract analysis of the basic theoretical concepts of marketing strategies; • analysis of the current state of the enterprise; • analysis of the investment climate in Ukraine and the furniture market of Ukraine; • analysis of the competitive environment of the company; • development of investment projects and recommendations for increasing the flow of investments to the company.
Basic theoretical states • Investment is the amount of money invested in financial instruments or investment real assets that can generate income to its owner in this form. • Foreign direct investment is foreign investment, the size of more than 10 percent of the share capital, giving the concerned party the right to participate in enterprise management. • Marketing plan is a document which sets out the basic goals of marketing and ways to achieve them. The plan contains a set of measures needed to achieve the goals, their content, resourcing, and the scope, methods, sequence and timing of various kinds.
LLC “LVS” • LVS Trading House (the firm's legal name is Scientific & Production Enterprise LVS LLC). • Furniture market sector. • The head office is located in Dnepropetrovsk. • Ukrainaian furniture market – since 1997; Russian market – the end of 2005. Export in USA. • Structure: head office, manufacture, operating shops with showrooms, dealer network, and franchise sales network. • Annual turnover = $ 10000000 • Net profit after tax = 70% of annual turnover
SWOT-analysis of LLC “LVS” 1. 2. 3. 4. 5. 6. 7. 8. Strengths: Recognizable brand Qualified staff Assortment line Geography of the business Production capacity Net sales structure Quality of products Service (Retail) Weaknesses: 1. Financial motivation 2. Sharp seasonal fluctuations in sales 3. Pricing 4. The minimum package of franchisee support. No single format of franchisee interior 5. Executive discipline 6. Lack of communication between services 1. 2. 3. 4. 5. Opportunities: Dealer network development, development of new markets (export) Development of the company price range offers Developing the company marketing component Setting up the systems in the enterprise Introduction of new technologies into production Threats: 1. Unstable labor market 2. Unstable economic and political situation 3. Taxation 4. Legal factors 5. Falling real estate market 6. High interest rates on mortgage loans
My recommendations The first project is investment into human capital. CFOs will be learned to redistribute financial flows between the brahcnes, thereby reducing the need to attract loan funds by the help of training. Calculation of the rate of "return on investment“(ROI): ROI = (Increase revenue - Cost of training) Cost of training
My recommendations Staff Training Recommendations have two alternatives: • Teach staff of the department the finance and economic methods of budgeting activity; • Learn management techniques of active sales (sales funnel).
My recommendations Another project is a realization of an online store. Need to develop a conceptual site that meets the demanding consumer: 1) Stylish design 2) Suit to TM “LVS" 3) Simple visual information 4) The simplicity in making orders
Calculation of economic efficiency Fin. res. July August Sept. Oct. Nov. Dec. In all Sales 120000 150000 170000 200000 350000 400000 1390000 60000 75000 85000 100000 175000 200000 695000 Costs 155500 52400 53400 54400 Profit -95500 22600 32600 46600 121600 145600 273500 volume Gross profit Investment into online store will be returned after 4 month. 421500
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