Бизнес-план светодиодного освещения

Contents 1. Introduction ..................................................................................................................................... 4 1.1 Need for efficient lighting .............................................................................................................. 4 1.2 LED based lighting systems .......................................................................................................... 4 1.3 About RCA ................................................................................................................................. 5 2. Marketing Objective .......................................................................................................................... 6 Determining of the demand ................................................................................................................ 6 3. Customer Analysis ............................................................................................................................ 7 3.1 Analysis goal ............................................................................................................................. 7 3.2 Key players and their roles ........................................................................................................... 7 Cities, regions, and local authorities ................................................................................................ 7 Streetlight maintenance providers ................................................................................................... 7 Private Financial Initiative (PFI) ....................................................................................................... 8 UK Highway Agency ..................................................................................................................... 8 4. PEST analysis ................................................................................................................................. 8 Political: ...................................................................................................................................... 8 Economical: ................................................................................................................................. 9 Socio-cultural: .............................................................................................................................. 9 Technological: .............................................................................................................................. 9 Ecological: ................................................................................................................................. 10 5. Competitors ................................................................................................................................... 11 6. Competitor Analysis..................................................................................................................... 13 7. Marketing variables ......................................................................................................................... 16 8. Technology .................................................................................................................................... 18 Supplier Selection .......................................................................................................................... 18 Design and testing .......................................................................................................................... 19 9. Generic marketing strategies ............................................................................................................ 21 9.1 Market Segmentation ................................................................................................................. 21 9.2 Differentiation and Positioning ..................................................................................................... 21 9.3 Brand name ............................................................................................................................. 22 10. Marketing Mix ............................................................................................................................... 23 10.1. Pricing policy ......................................................................................................................... 23 10.2 Placement .............................................................................................................................. 24 10.3 Promotion .............................................................................................................................. 24 11. Income Forecast ........................................................................................................................... 25