Blizzsc An: Tudor Stanescu/Mr15016 Silviu Georgescu/Mr15027
Content
BlizzSc an T Tudor udor Stanescu/MR15016 Silviu Ge Georgescu/MR15027 orgescu/MR15027
Declaration:
All sentences or passages quoted in this coursework from other people's work have b
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#ecutive &ummery
Blizzscan S.G.T Tech or!oration" #Blizzard$Scan" %eaning &Scanner o' the (rozen)* has develo!ed a ver+ innovative and ground$,ra-ing device that addresses to ,usinesses 'ro% the oRea environ%ent. The develo!ed device has the !ur!ose to reduce or even eli%inate ti%e and cost dela+s hen ins!ecting the e!iring dates o' the !roducts" hich are !laced in -itchen re'rigerators o' all restaurants" and ca'eterias and eli%inating ti%e consu%ing !eriods hen the ordering !rocess o' the ne ite%s occurs. The target %ar-et o' the ne device" as stated ,e'ore is the oRea environ%ent. 'ter ,rie+ anal+sing the %ar-et" it could ,e seen that Bucharest is the %ost a!!ro!riate %ar-et due to the 'act that it hosts a!!roi%atel+ 3200 co%!anies hich had declared 4 4 under under the 'or% 'or% o' rest restaur aurant ants s and other other 'ood 'ood servic service e activi activitie ties. s. Mor Moreov eover er Bucharest is Ro%anias largest cit+" in ter%s o' !o!ulation" the average salar+ eceeds 809 o' the countr+s average" the une%!lo+%ent rate is %ini%al" li-eise the ca!ital attrac att racts ts the larges largestt nu%,er nu%,er o' Ro%ania o%anian n and 'oreig 'oreign n touris tourists. ts. Buchar Bucharest est recei receives ves annuall+ 2.88 %illion tourists o' hich 1.: %illion are 'oreigners. Su,se;uentl+" the need on the %ar-et 'or an innovative !roduct such as Blizzscan is high" due to the 'act that there are no co%!etitors ho o<er a !roduct ho shares Blizzscan 'eatures eclusivel+ 'or the oRea environ%ent. Blizzscan" ,elieves that the ne develo!ed !roduct" is hat the current %ar-et needs due to the 'act" that it resolves and deals ith to o' the %ost i%!ortant as!ect in a ,usiness here custo%ers" ti%e and costs have to ,e strictl+ valued and a!!reciated.
ontents =deas > Goals......... Goals.................... ..................... ..................... ...................... ..................... ..................... ..................... ..................... ...................... ...........5 5
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?e%ogra!hic" cono%ic" Sociological" Technological" cological and @olitical 'actors.................. 'actors....... ..................... ..................... ..................... ..................... ..................... ..................... ......................................... .................................. .... 7 =ndustr+ anal+sis....... anal+sis.................. ...................... ..................... ..................... ..................... ..................... ..................... ..................... ................. ...... 10 @otential o' ne co%!etitors....... co%!etitors.................. ..................... ..................... ..................... ..................................... ...........................11 11 Rivalr+ a%ong c co%!etitor o%!etitor Ar%s............ Ar%s....................... ..................... ..................... ..................................... .......................... 12 usto%er nal+sis...... nal+sis................. ..................... ..................... ..................... ..................... ..................... .................................... .......................... 18 anvas Business %odel......... %odel................... ..................... ..................... ..................... ..................... .................................... .......................... 16 Mar-eting %i #The 8@s @rinci!les*...... @rinci!les*................ ..................... ..................... ..................... ................................ .....................28 28 (inancial.......... inancial.................... ..................... ..................... ..................... ..................... ..................... ............................................. .................................... .. 35 onclusions................ onclusions..... ..................... ..................... ..................... ..................... ...................... ..................... ..................... ..................... ................ ...... 3C Bi,liogra!h+................... Bi,liogra!h+........ ..................... ..................... ..................... ..................... ..................... ..................... ..................... .......................80 .............80
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"deas ) *oals $li%%&can 8
The 'ood and ,everage industr+ has evolved evolved a lot in the last decade" as %or %ore e and %ore !roducts and recei!ts have ,een develo!ed and integrated in the %ar-et. The ,iggest consu%er o' these !roducts and goods is the oRea environ%ent" hich co%!rises %illions o' hotels" restaurants and ca'eterias orldide. BlizzScan is a !roduct destined 'or the custo%ers active in the oRea environ%ent" hich 'acilitates o!ti%izing the ti%e units used 'or the dail+ o!erations in such locations. BlizzScan is the solution 'or all restaurants %anagers and oners in order to increase inco%es and o!ti%ize or-. =n other ords BlizzScan is a uni;uel+ created device that has to o<er %uch 'or the oRea environ%ent. =t is an a!!lication develo!ed to or- on the android o!erating s+ste% its %ain !ur!ose is to control the o o' %erchandise in an+ location it activates. dditiona ddi tionall+ ll+ it is develo!ed develo!ed to also anal+se the ,ar code o' each individual individual !roduct !roduct and the ,ar code 'or each individual location. Moreover" BlizzScan as not onl+ created to control the %erchandise u in location here he re active active"" ,ut to also also creat create e !atter !atterns ns o' the histor histor+ + o' !ro !roduc ductt o. o. This This gives gives BlizzScan the uni;ue o!!ortunit+ to create orders ,ased on !revious ones. Blizzscan can do this ,+ controlling date o' rece!tion and the date on hich the !roduct as !ut on the %ar-et. dditionall+ BlizzScan o<ers %ulti!le units o' %easure%ent and a 'eral control o' e!iration date. =n conclusion" BlizzScan" is an innovative solution 'or all enter!rises active in the oRea environ%ent hich hel!s to save costs and at the sa%e ti%e e innovating e!erience o' dining to custo%ers.
Demographic, conomic, &ociological, +echnological, cological and olitical factors
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Demographic:
Buchares Bucha restt receives receives annuall+ 2.88 %illion %illion tourists tourists o' hich 1.: %illion %illion are 'oreigners" 'oreigners" either 'or ,usiness or 'or vacation" the+Dre re!resenting a third o' the total nu%,er o' visitors co%ing to Ro%ania" according to the calculations o' the in'or%ation !rovided ,+ Ro%anias 4ational =nstitute o' Statistics #4ational =nstitute o' Statistics" 2018*. The data is also also reec reected ted in the oRea oRea envir environ% on%ent ent"" throug through h the reven revenue ue strea% strea% o' local local restaurants" ,ars and ca'es. (alloing Bucharest the net !osition in revenues co%ing 'ro% the oRea environ%ent are onstanta" Brasov" luE$4a!oca and Ti%isoara #4ational =nstitute o' Statistics" 2018*. Fhile at the o!!osite !ole there is =alo%ita "SalaE" aras$Severin and alarasi here revenues co%ing 'ro% restaurants" ,ars and ca'es are 100 ti%es loer than in Bucharest #4ational =nstitute o' Statistics" 2018*. These counties are a%ong the !oorest in Ro%ania" ith high rates o' une%!lo+%ent" ith loer salaries u! to one$third o' the national average. Bucharest hosts over 3800 restaurants" ca'es and ,ars" ith an annual ,usiness inco%e o' nearl+ 2"5 ,illion lei" ,eing ,+ 'ar the %ost i%!ortant %ar-et 'or local !la+ers 'ro% the oRea environ%ent #=nstitutul 4ational de Statisitca" 2018*. onsidering that Bucharest is Ro%anias largest cit+" in ter%s o' !o!ulation" the average salar+ eceeds 809 o' the countr+s average" the une%!lo+%ent rate is %ini%al" %oreover the ca!ital attracts the largest nu%,er o' Ro%anian and 'oreign tourists #=nstitutul 4ational de Statistica" 2015*. There are currentl+ active in Bucharest 3102 restaurants restaurants 'alloed ,+ 32: ,ars and ca'es" according to data !rovided ,+ the national authorit+ o' health and 'ood sa'et+ #Aciul 4ational al Registrului o%ertului" 2018*. ccording to data 'ro% the co%%ercial register" in Bucharest there ere at the end o' 2013 20 13 a!!ro a!!roi% i%ate atel+ l+ 3200 3200 co%!an co%!anies ies hich hich had declar declared ed 4 4 under under the 'or% 'or% o' restaurants and other 'ood service activities" ith cu%ulative ,usiness o' 2"5 ,illion lei #Aciul 4ational al Registrului o%ertului" 2018*. The Agure includes such co%!anies thatt have tha have activi activitie ties s in resta restaura urants nts"" ca'Hs" ca'Hs" ,ars" ,ars" as el elll as can cantee teens ns and caterin catering g co%!anies. conomic:
urrentl+ in Ro%ania there are a!!roi%atel+ 28800 Ar%s" hich have their %ain activit+ do%ain as restaurants and other 'ood service activities last +ear having a cu%ulative turnov tur nover er o' 6.7 ,il ,illio lion n Ie Iei" i" accord according ing to data data 'ro% 'ro% the co co%%e %%erc rcial ial regis register ter #Aciu #Aciull 4ation 4at ional al al Registr egistrulu uluii o%ert o%ertulu ului" i" 2018*. 2018*. The Agure Agures s includ include e onl+ onl+ co co%!a %!anie nies s that that declared Anancial state%ents 'or the +ear 2013.
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ccording to data 'ro% the co%%ercial register" in Bucharest there ere at the end o' 2013 20 13 a!!ro a!!roi% i%ate atel+ l+ 3200 3200 co%!an co%!anies ies hich hich had declar declared ed 4 4 under under the 'or% 'or% o' restaurants and other 'ood service activities" ith cu%ulative ,usiness o' J 560 %illion #Aciul 4ational al Registrului o%ertului" 2018* . The Agure includes such co%!anies thatt have tha have activi activitie ties s in resta restaura urants nts"" ca'Hs" ca'Hs" ,ars" ,ars" as el elll as can cantee teens ns and caterin catering g co%!anies. t a cu%ulative ,usiness o' 2"5 ,illion lei consisting o' 3800 restaurant" ,ars and ca'es" the averag average e turnov turnover er !er unit unit declar declared ed is J167" J167"000 000 #Aciu #Aciull 4ation 4ational al al Regi egistr strulu uluii o%ertului" 2018*.The average turnover is a s%all one in the contet that in this industr+ there is still a large share o' nonoKcial revenue. n one hand there are several dozen restaurants" ,ars and ca'es ith an annual ,usiness inco%e o' over 1%ilion euros" hile on the other hand the turnover o' the re%aining ones dro!s Eust ,elo this average #Aciul 4ational al Registrului o%ertului" 2018*. &ociological
ne out o' three Ro%anians as at least once in a restaurant in the last 'our ee-s" according to a stud+ o' Lisionise onsulting" ?aedalus grou!. n one hand there are +oung adults u! to 28 +ears o' age ho choose to cross the thresh thr eshold old o' a 'ast 'ast 'ood 'ood resta restaura urant nt in a higher higher rating rating than than the rest o' the sa%!le sa%!le #Lisionise onsulting " 200C*. n the other hand there are !eo!le ,eteen 28$38 +ears o' age age ho ho sc scor ored ed high higher er ra rati ting ngs s at choo choosi sing ng a cl clas assi sica call re rest stau aura rant nt #Lis #Lisio ion nis ise e onsulting " 200C*. Moreover according to the stud+" a,out :/100 Ro%anians have ,een Ave or %ore ti%es in a restaurant in the last 'our ee-s #Lisionise onsulting " 200C*. =n general" Ro%anians had lunch at restaurant 2" C ti%es in the last 8 ee-s hile +oung !eo!le u! to 1C +ears o' age ere dining 3"8 ti%es #Lisionise onsulting " 200C*. verall +oung Ro%anians choose to eat at restaurants in order to socialize ith 'riends" hoever Ro%anians over the age o' 55 choose to dine in restaurants in order to conduct ,usiness %eetings and have dinner ith their 'a%ilies #Lisionise onsulting " 200C*. dditionall+ ;ualit+ o' 'ood and ;ualit+ o' service are on the Arst !lace a%ong the criterias 'or classiAcation o' the restaurants according to Lisionise onsulting stud+ stud+.. +echnological
urrentl+ the orld is e!anding" and it ill continue to e!and. @eo!le have a di<erent !ers!ective o' ti%e than the+ once did. More and %ore !eo!le are ,eco%ing victi%s o' the glo,alized orld e leave in" e!ecting to o!ti%ize ti%e in such a a+ that the+ could convert %ost o' their schedule in or-ing hours. Thus the 'ood ,usiness is an i%!ortant and thrilling %ar-et 'or all the individuals that ant to eat good ;ualit+ 'ood
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hile s!ending less ti%e. onse;uentl+ Blizzscan ould ,e the !er'ect !roduct in ter%s o' technological criterias 'or the 'ood and ,everage ,usiness. Blizzscan is a co%!le !roduct that o<ers great 'eatures to its users. =ts %ain 'uture is that it is ti%e eKcient. Fhen or-ing in the oRea s+ste% ti%e is not on ones side. Blizzscan hel!s its users ,+ underta-ing !art o' its users %ain tas-s and resolving the% ,+ itsel'" %oreover it also i%!roves the%. There'ore its user has %ore ti%e to 'ocus on other tas-s" hile the once that once !resented the u! %ost i%!ortance are done ,+ Blizzscan. The tas-s that Blizzs Bli zzscan can undert undertaa-es es ar are e the 'allo 'alloing ing anal+s anal+sing ing the !r !rodu oducts cts users users !lace !lace in their their re'rigerators" deter%ine !roducts e!iration dates auto%aticall+" additionall+ it creates a histor+ o' ho the !roducts ere consu%ed. The histor+ hel!s Blizzscan auto%aticall+ order !roducts 'ro% distri,utors 'ro% !revious !atters o' the !roducts sale strea%. cological
ccording to the uro!ean o%%ission" currentl+" the astage o' 'ood in the is C: %ill %i llio ion n -i -ilo logr gra% a%s s !er !er +e +ear ar"" hic hich h %ean %eans s 17: 17: -ilo -ilogr gra% a%s s !er !er ca!i ca!ita ta #ur #uro! o!ea ean n o%%ission" 2015*. Moreover" it is esti%ated that" ithout a!!ro!riate %easures" ,+ 2020 it ill register an increase o' 80 !er cent astage hich ill lead to 12C %illion tons #uro!ean o%%ission" 2015*. =n order to reduce 'ood aste" ne and innovative ideas %ust co%e to light "the !u,lic has to ,e aare o' 'ood aste" and should get hel! on ho to avoid asting 'ood. Through anal+sing the histor+ o' sales strea% o' !revies %onth Blizzscans is a,le to esti%ate the !ercentage o' 'ood restaurants have to ,u+ in the net %onths or da+s. Through the stud+ o' !revious orders Blizzscan is ca!a,le to sto! 'ood aste ,+ controlling the u o' 'uture orders. olitical
Ro%ania has ell$constructed 'ood sa'et+ legislation. ording to the legislation i%!le%ented on 13 Nune 2002" hich as a!!roved ,+ decision 573/2002 573/2002 authorizing the o!eration o' dealers #ha%,er o' ?e!uties" 2003*. ll o!erations involving ali%entar+ transactions need to ,e a!!roved ,+ the 'ood and sa'et+ authorities .B+ utilizing Blizzscan an+ restaurant" ,ar "ca'H or catering service !roves that it !roceeds in the deter%ined criterias" res!ecting the% ith 'ull co%%it%ent.
"ndustry analysis To To ,etter anal+se the industr+ @orters @orters ( (ive ive (orce (orce Model ill ,e used.
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orters -ive -orces ./odel of ompetiton
Threats o' 4e 4e ntrants 1. t this ti%e the !atented technolog+ ,rought ,+ Blizzscans is a ,arrier 'or e%erging Ar%s on the %ar-et. 2. The cost o' creating si%ilar !roducts holding 'eatures such as Blizzscan are high.
Rivalr+ %ong isting (ir%s
?eter%ents o' Su!!liers ?eter%ents @oer 1.The uni;ueness o' the !roduct gives su!!liers a higher ,argaining !oer. 2.Sitching to another another su!!lier ill
?eter%ents o' Bu+er @oer
1. There is no direct co%!etitor on the %ar-et.
1. Fillingness to s!end %one+"
2. Blizzscan is di<erentiating itsel' through its uni;ue and
2. igh nu%,er o' !otential ,u+ers.
Threat o' Su,stitute Su,stitute @r @roducts oducts 1.The technolog+ eists" the !ro,a,ilit+ o' ne !roducts e%erging is high.
@orters (ive (orces
Ievel
?etails
=ndustr+ @roAta,ilit+
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Rivalr+ a%ong co%!etitive Ar%s
012
The so'tare so'tare Blizzscan is ,ased on is co%%on in the retail %ar-et. Blizzscan is ai ai%e %ed d 'or 'or the the oR oRea ea envi enviro ron% n%en ent" t" it or-s on a loer scale and it re;uires a loer invest%ent than 'a%iliar so'tares o!er o! erat ating ing in re reta tail. il. ons onse;u e;uen entl tl+ + the the threat thr eat o' rival rival co co%!e %!etit titors ors is lo.Fh lo.Fhile ile
3igh
Bl Bliz izzs zsca can n its its the the Ars Ars on the the %ar%ar-et et to directl+ target the oRe oRea a environ%ent.
@otential o' ne co%!etitors
/edium
Bl Bliz izzs zsca can n its its the the Arst Arst o' its its -ind -ind"" thus thus there is no certaint+ that the %ar-et ill su su!! !!or ortt it. it. 4eve 4evert rthe hele less ss it is ,uil ,uiltt to sa sati tis' s'+ + its its user users s need needs. s. More Moreov over er"" to crea creatte a ne ne and inno innova vati tiv ve a+ a+ o' o!ti%i o!t i%izin zing g the or-lo or-load ad in resta restaura urants nts"" ca'Hs and ,ar ,ars. The threat o' ne co%!etitors is high" due to the 'act that
3igh
the technolog+ Blizzscan is ,ased on is -non to the retail %ar-et 'or so%e ti%e.
0ow
ven though ven though the techno technolog log+ + eist eists" s" the costs cos ts o' creat creating ing co%!le co%!le so't so'tar are e ar are e high highOO addi additi tion onal all+ l+ the the %a %ain inte tena nanc nce e is e e!en !ensiv sive e too. too. 4evert 4everthel heless ess there there is a !ossi, !os si,ili ilit+ t+ that that su,sti su,stitut tute e !r !rodu oducts cts ill ill develo!" ,ut it ont ,e !ossi,le 'or those !roducts to !rovide the sa%e 'eatures as Blizzscan !rovides at loer cost.
3igh
0ow
3igh
o' su!!liers
Blizzscan is not grounding itsel' ,+ using su!!liers" though at !oints it %a+ use su!!liers the+ ill not have a strong ,argaining !oer.
Bargaining !oer o' consu%ers
nderstanding that Blizzscan ill ,e a ne !roduct on the %ar-et" hich has a s!eciAc target grou!" the ,argaining !oer o' its consu%ers is relativel+ high.
@otential develo!%ent o' su,stitute !roducts
Bargaining !oer
3igh
/edium
4ivalry among competitor rms:
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The 'alloing Ar%s that develo! so'tare so'tare ai%ed 'or the %anage%ent o' %erchandise o ere ere chosen chosen as su,sti su,stitut tute e co%!et co%!etito itors rs 'or Blizzs Blizzscan can.. =n or order der to have have a ,etter ,etter assess%ent o' the co%!etitors a ta,le is used in order to co%!are hat Blizzscan has to o<er to the Ro%anian %ar-et in contrast to the alread+ eisting actors on the %ar-et. The Ar%s ill ,e %ar-et ith grades 'or% 1$8O #s 'ollos:
1$ver+ !oorO 2 $!oorO 3$
averageO 8$high*. =tgenetics
4eo%anager
Still MMS
Blizzscan
(eatures
8
3
3
3
=nnovation
3
3
3
3
Mar-eting
3
8
2
3
(inancial
8
8
3
3
2
3
1
8
16
17
12
16
Target Target grou! Total Total
(irstl+ it is to ,e understood that the a,ove co%!etitors are so'tare Ar%s s!ecialized in 'a 'aci cili lita tati ting ng the the re reta tail il ,usin ,usines esse ses" s" s! s!ec eciA iAca call ll+ + ,ig ,ig re reta tail il stor stores es ith ith a high high rate rate o' %erchandise o. o. s it can ,e seen =tgenetics scored the highest in the 'eatures that the so'tare so'tar e !rovides. The 'eatures =tgenetics o<ers are the 'olloing #=tgenetics" 2015* 1. 2. 3. 8.
nal+sing nal+sing the the ,ar ,ar code code 'or each individual individual !rod !roduct uct nal+s nal+sing ing the the ,ar code code 'or 'or each each locati location on ontr ontroll olling ing the the e!i e!irat ration ion date date ontr ontroll olling ing date date o' rece! rece!tio tion n and the date on hich the !r !rodu oduct ct as !ut on the
5. 6. 7. C. :.
%ar-et T+!e o' !roducts !roducts and and i%ages i%ages related related to the% the% Multi! Multi!le le unit units s o' o' %eas %easure ure%en %entt Iist Iist o' o' locat location ion and !r !rodu oducts cts =n =nve vent ntor or+ + ,+ !ro !rodu duct ct t+! t+!e e ist istor or+ + o' tran transa sact ctio ions ns
Fhile =tgenetics !rovides a co%!le list o' 'eatures" this does not re!resent a threat toards Blizzscan. Blizzscan onl+ re;uires certain 'eatures in order to satis'+ its target
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grou!" grou !" the oRea oRea environ%en environ%ent. t. The 'eatures 'eatures that BlizzScan BlizzScan re;uires re;uires are 'eatures 'eatures nu%,er 1"2"3"8"6" as highlighted a,ove. Thus even though =tgenetics scored the highest ith the 'eatures it has to o<er" it does not re!resent an i%!edi%ent 'or Blizzscan" %oreover =tgenetics does not target the oRea s+ste% it onl+ targets ,ig retail stores" hich have a high u o' di<erent variet+ !roducts. Secondl+ hen ta-ing a loo- at the innovative as!ects o' a !roduct" it is necessar+ to understand ho each !roduct di<erentiate itsel' 'ro% the co%!etitor" ith the value it adds in order to ,ring a higher satis'action to its consu%er. The technolog+ used ,+ Blizzscan and its co%!etitor Ar%s contains the sa%e characteristics. =t is a so'tare that !rovides a variet+ o' services to its consu%ers" services that are sha!ed in order to !lease its consu%er !articular re;uire%ents" hile the technolog+ it uses is ,ased on the sa%e criterias o' its co%!etitor Ar%s. Thirdl+ there is the %ar-eting %ar-eting as!ect" here 4eo% 4eo%anager anager had the higher score. =t is to ,e understood that 4eo%anager targets =.T. storesO additionall+ the co%!an+ is o!en 'or dealing ith an+ other !articular consu%er #So'tare Transart" 2015*. The high score given to 4eo%anager is a result o' its trans!arenc+ on the %ar-et. 4eo%anager -nos ho to %a-e itsel' visi,le and eas+ to reach 'or its custo%ers" not onl+ that it contains a ell$structured e,site here it ,rie+ e!lains its !roducts 'eatures and -e+ resources ,ut also has a ra!id custo%er res!onse s+ste% #So'tare Transart" 2015*. Moreover it also has an oKce in Ro%ania here it can elco%e its clients and conduct ,usiness %eeting ith the%. dditionall+ it has a custo%er oriented core value hich 'ocuses on its client necessities on the long run #So'tare Transart" 2015*. Thus it can 'acilitate di<erent sales !ro%otions ith lo !rices in order to %otivate clients to a long and 'ruit'ul e!erience alongside 4eo%anager. Blizzscan does not have the luur+ to !rovide at the ti%e such lo !rice !ro%otion" hich can ,e an ea-ness. Ii-eise 4eo%anger is illing to acce!t consu%ers co%ing 'ro% di<erent %ar-ets" as the ones co%ing 'ro% the oRea environ%ent. Iast ,ut not least" there is the target grou! anal+sis here Blizzscan registered the highest score. This is due to the 'act that Blizzscan onl+ 'ocuses on a certain target !attern" hich is the oRea environ%ent. target grou! that other co%!etitor Ar%s arent that intrigued u!on" ,ecause it does not o<er as %uch revenue as the ,ig retail co%!anies. 4evertheless Blizzscan is a ne entrant on the %ar-et" thus sha!ing itsel' to satis'+ing eclusive needs o' the oRea environ%ent ould %a-e it the Arst o' its -ind in the Ro%anian %ar-et.
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ustomer Analysis Blizzsccan target %ar-et is the oRea environ%ent" environ%ent" %ore s!eciAc restaurants" !u,s and ca'es that see- aide in o!ti%izing their eKcienc+ in controlling the %erchandise o. t Arst Blizzscan ill 'ocus on several i%!ortant restaurants 'ro% Bucharest. To ,e %ore s!eciAc Blizzscan targets restaurants" ca'es and !u,s that have a high u o' clients. ccording to a %ar-et anal+sis created ,+ Restogra' hich is a e,site that researches the gastrono%+ in Bucharest the 'alloing restaurants have scored the highest results #Restogra'" 2015* •
5e#e 2018 +ear restaurant in Bucharest$Ro%ania
•
4ed Angus &teakhouse The ,est %erican -itchen in Bucharest in 2018
•
Damascus alace The ,est -itchen" slee!ing in Bucharest in 2018
•
6 lemente:Best hinese -itchen in Bucharest in 2018
•
0e -in alais 4oyal The ,est (rench -itchen in Bucharest in 2018
•
Die Deutsche 7neipe The ,est Ger%an -itchen in Bucharest in 2018
•
Amvrosia The ,est Gree- -itchen in Bucharest in 2018
•
•
•
8oseph by 8oseph 3adad The ,est international cuisine in Bucharest in 2018 1steria *ioia The ,est =talian cuisine in i n Bucharest in 2018 9oshi 9oshi The ,est Na!anese -itchen in Bucharest in 2018
•
-our &easons The ,est Na!anese -itchen in Bucharest in 2018
•
atra ;eamului The ,est Ro%anian in Bucharest in 2018
•
l uerto "berico The ,est S!anish -itchen in Bucharest in 2018
•
3arem The ,est Tur-ish -itchen in Bucharest in 2018
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+he Artist The ,est -itchen nons!eciAc in Bucharest B ucharest in 2018
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Alt &hift The ,est ur,an -itchen in Bucharest in 2018
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herhanaua Ancora The ,est Ash restaurant in Bucharest in 2018
Moreov Mor eover er acc accor ordin ding g to Restogr estogra' a' anal+s anal+ses es the a,ove a,ove resta restaura urants nts have have the highes highestt custo%er o. o. Thus the+ re!resent a direct target grou! 'or Blizzscan. 3ow many potential customers are there<
t Arst Blizzscan ill 'ocus on Restaurants" !u,s and ca'es 'ro% Bucharest. There are currentl+ active in Bucharest 3102 restaurants 'alloed ,+ 32: ,ars and ca'es" according to data !rovided ,+ the national authorit+ o' health and 'ood sa'et+ #Aciul 4ational al Registrului o%ertului" 2018*. ut o' hich the 17 restaurants that had the highest score in the research created ,e Restrogra' ere chosen to ,e the Arst Blizzscan ould target. 2hat is the income or business revenue that the customer has<
Fhen re'erring to the oRea environ%ent one %ust ta-e into account %ore than Eust the restaurant !er sa+. (irst o' all it is i%!ortant to research the histor+ o' the oRea environ%ent and see ho it evolved. =n Ro%ania there are a!!roi%atel+ 28800 Ar%s" hich have their %ain activit+ do%ain as restaurants and other 'ood service activities last +ear having a cu%ulative turnover o' 6.7 ,illion Iei" according to data 'ro% the co%%ercial register #Aciul 4ational al Registrului o%ertului" 2018*. The Agures include onl+ co%!anies that declared Anancial state%ents 'or the +ear 2018. ccording to data 'ro% the co%%ercial register" in Bucharest there ere at the end o' 2013 a!!roi%atel+ 3200 co%!anies hich had declared 4 under the 'or% o' restaurants and other 'ood se serv rvic ice e ac acti tivi viti ties es" " i ith th cu%u cu%ula lati tive ve ,usi ,usine ness ss o' J 560 560 %ill %illio ion n #Ac #Aciu iull 4a 4ati tion onal al al Registrului o%ertului" 2018* . The Agure includes such co%!anies that have activities in restaurants" ca'Hs" ,ars" as ell as canteens and catering co%!anies. "s price important to this group of potential customers<
Pes Pes !rice is i%!ortant. t this ti%e ,usiness under the oRea oRea u%,rella can And aid in other co%!anies to hel! the% o!ti%ize the or-load" ,ut %ost o' the co%!anies charge too %uch ,ecause their !roducts are not %eant eclusivel+ to restaurants" ,ars and ca'es. This is the di<erence ,eteen Blizzscan and other !roduct/service creators that can ,e seen as co%!etitors. "s the customer likely to seek out numerous products or services to compare them<
(or ortu tuna nate tel+ l+ Bl Bliz izzs zsca can n o< o<er ers s a uni; uni;ue ue se serv rvic ice e in the the Ro%an o%ania ian n %ar%ar-et et.. se serv rvic ice e concerning s!eciAcall+ the oRea environ%ent. There are co%!anies ho %anu'acture si%ila si% ilarr !r !rodu oducts cts"" the di<ere di<erence nce is that that their their !r !rodu oduct ct does does not target target the oRea oRea
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environ%ent" thus it is sha!ed 'or the de%ands o' other %ar-ets. dditionall+ the cost to resha!es so'tare that as %eant 'or di<erent %ar-ets is titanic.
anvas $usiness model Q cor!orate strateg+
=n order to deAne in %ore de!th the %ar-et anal+sis o' the ne !roduct" the ne 'ounded co%!an+ %erges to create a ,usiness canvas %odel in order to list all the insights o' the co%!an+ 'or a ,etter develo!%ent o' the ne Anal !roduct.
The ,usiness canvas %odel ill !resent all the i%!ortant as!ects 'or the creation o' the !roduct. This ill include the !resentation o'
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e+ !artners and su!!liers involved" hich are those" and their contri,utionO
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e+ activities Q @resenting the !roduct 'eatures and ;ualitiesO
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Lalue @ro!osition Q @resenting the value it creates 'or the usage o' the targeted usersO
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usto%er Relationshi!s Relationshi!s Q The co%!an+ interaction ith its custo%ersO
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ust u sto% o%er er Seg% Seg%en ents ts Q ?esc ?escri ri,in ,ing" g" 'or 'or ho% ho% the the !rod !roduc uctt is desi design gned ed and and develo!edO
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e+ resources resources Q =ndis!ensa,le resources o' the co%!an+
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hannels Q lear a+s o' distri,uting the !roducts to its end$usersO
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ost Structure Q osts involved 'or the develo!%ent o' the co%!an+O
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Revenue strea% strea% Q Fa+s ,+ hich the co%!an+ ill sale the !roduct to its usersO
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7ey artners
s !reviousl+ stated" the ,usiness canvas %odel !resents the -e+ !artners and su!!liers involved and also their contri,ution in develo!ing the !roduct.
=n the !rocess o' develo!ing the Anal !roduct" -e+ !artners ill occu!+ a critical !lace in our organisation.
+echnological companies
(o (orr cr creat eating ing the gr groun ound,r d,reaea-ing ing device device"" the co%!an co%!an+ + ill ill col colla, la,ora orate te ith ith one or %ulti!le co%!anies in order to ac;uire the ,est and %ost %odern %aterials in ter%s o' technolog+ 'or creating the out!ut device.
!ri%e co%!an+ that has ,een targeted is &=ntel). The s!eciAed co%!an+ !roduces and !ro%otes %ost advanced !roducts in the technological industr+. BlizzScan ould li-e to !rocure all the !ri%e %aterials 'ro% &=ntel).
/anufacture
nothe no therr colla, colla,ora oratio tion n s+ste% s+ste% ill ill ,e set ith ith a %anu' %anu'act actur ure e organi organisat sation ion that that ill ill !roduce the actual device 'ro% the %aterials o,tained 'ro% &So't Tehnica) co%!an+.
The device ill ,e %anu'acture entirel+ ,+ the &So't Tehnica) co%!an+ that have co%!lied ith all re;uests o' BlizzScan" in ter%s o' !roduct" 'eatures and assistance. The ne 'ounded co%!an+ ill set s!eciAc and strict deadlines 'or the Anishing asse%,l+ o' the Anal !roduct. 3o4ea environment
s the ne !r !rodu oduct ct il illl ,e s!r s!read ead along the oRea oRea sector" sector" oRea oRea !la+s a ver+ ver+ i%!ortant role as the co%!an+ -e+ !artners.
4esearch and Development
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ven i' the launch o' the Anal !roduct ill ,e an !ioneering s+ste% in the 'ood and ,everages industr+" BlizzScan ishes to continuall+ i%!rove the s+ste% and to !ro%ote %ore 'eatures 'or the Anal !roduct.
To To reach the set standards" research research and develo!%ent seg%ent is crucial to the organisation. organisat ion. ?ue to these varia,les" varia,les" the organisat organisation ion ill colla,orate colla,orate again ith the colossal technological organisation &=ntel).
&=ntel &=n tel)) ill ill !r !rovi ovide de the ,est !racti !ractices ces and !roced !rocedur ures es in or order der to co%!l+ co%!l+ it ith h the co%!an+ re;uire%ents.
7ey Activities
Su,tracting 'ro% the canvas ,usiness %odel" it can ,e noticed that several -e+ activities are crucial in the develo!%ent o' the entire !roduct" and i%!licit o' the co%!an+. co%!an+.
s the co%!an+ 'ocuses on develo!ing a revolutionar+ and innovative !roduct" this has several vital 'eatures. The ne !roduct ill ,e !laced inside the industrial re'rigerators on the ,ac- !art o' it. B+ %ounting it there" the device ill ,e a,le to scan the !roducts hen !lacing the% on the shelves 'or !roduct in'or%ation and li'ec+cle dates.
Moreover the device ill ,e connected to a s!ecial end$user a!!lication that ill ,e installed on the custo%er delegate 'or this assign%ent. The device" ill raise alerts 'or ,oth e!ired ite% #or hen an ite% is a!!roaching its e!iring date*" and also ill identi'+ and raise alerts hen it ill auto%aticall+ %a-e !urchase o' the ne stoc-" re!lacing the old ite%s ith ne 'resh !roducts. The device ill ,e lin-ed directl+ through an eternal =@ address to the co%!an+ data,ase cloud" here assigned %e%,ers can trace all the orders the device is !lacing.
alue roposition
The value !ro!osition o' the ,usiness is to !rovide health and sa'et+ %easures and !rocedures 'or the 'ood and ,everages industr+ that involves !erisha,le ite%s.
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B+ ado!ting this technological device" restaurant/,ars/ca'es locations can reduce or even eli%inate the ris- o' serving e!ired ite%s and !roducts to its clients.
The enter!rise" serves ,oth the custo%ers and consu%ers needs. 4oada+s" %an+ restaurants in the industr+ are closing due to the lac- o' h+giene. B+ !rocuring the innovative s+ste%" oRea environ%ent can reduce such ris-s" and also consu%ers are %ore !rotect in ter%s o' health issues. Moreover the device s+ste% ill signiAcantl+ di%inish the ti%e and cost dela+s occurred ,+ the users in !rocessing and !lacing orders 'or restoc-ing the ite%s needed 'ro% their individual su!!liers.
ustomer 4elationships
The organisation ai%s to construct to t+!es o' custo%er relationshi!s ith its 'olloing custo%ers. The ,usiness should consider the ,est !ossi,le a+ to co%%unicate ith its custo%ers" as this is a ver+ i%!ortant i %!ortant !art o' the ,usiness groth. n the Arst hand" the co%!an+ ishes to !rovide dedicated assistance 'or each o' custo%er that holds a device. The dedicated assistance is re!resented ,+ the relation ,eteen ;ualiAed sta< o' the enter!rise ith the t he custo%er ad%inistrative delegate Secondl+" an auto%ated service ill ,e !ut in !lace" here the virtual data,ase ill Alter !reset !re'erences !re'erences o' the users in order to avoid ti%e dela+s in !rocessing !re$orders and also to avoid etra costs that the users could incur incur..
ustomer &egments
Regarding the costu%er seg%ent" on hich the co%!an+ ill 'ocus" is a niche %ar-et" re!resented ,+ the otels" Restaurants and a'es #oRea* environ%ent.
oRea environ%ent is a %assive consu%er in ter%s o' 'ood and ,everages" and the co%!an+ ,elieves that the !roduct ill ,e ,eneAcial 'or the users o' the s+ste%.
Moreover" the co%!an+ ill develo! its e!ansion in several !hases
1. (ir irs stl tl+" +" th the e !r !ro oduct duct ill ill ,e relea elease sed d in Buch Buchar ares estt ci cit+ t+"" her here e th ther ere e ar are e a!!r a! !ro oi%a i%ate tel+ l+ 3500 3500 res esta taura urant nts s #= #=ns nsti titu tutu tull 4a 4ati tion onal al de Stat Statis isit itca ca"" 2018 2018** .
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oever" the !roduct ill concentrate on the restaurants and environ%ents that are over,oo-ed :09 o' the ti%e. This %easure is ta-en due to the 'act that there is a ,igger o o' ite%s consu%ed than in other !laces.
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Seco Secondl ndl+" +" the !rod !roduc uctt i ill ll s! s!re read ad over all the re;u re;ues ests ts %ade o' the the se serv rvic ices es"" tr+ing to cover entirel+ the targeted %ar-et in the ca!ital cit+.
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'ter 'ter this !hase" !hase" the co%!an co%!an+ + ill ill !r !ro!o o!ose se a nation national al e!ansi e!ansion" on" cov coveri ering ng %aEor %aEor cit cities ies"" s!eciA s!eciAcal call+ l+ #onst #onstant anta" a" Braso Brasov" v" luE$4a luE$4a!oc !oca a and Ti%is Ti%isoar oara* a* and a'ter a'ter su,sidiaries o' those.
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s a long$t long$ti%e i%e !roEec !roEectio tion n the co%!a co%!an+ n+ ill also also include" include" a orld$i orld$ide de e!ansi e!ansion on as the !roduct can ,e re;uested ,+ 'oreign environ%ents due to its intelligent caring s+ste% in ter%s o' 'ood and ,everages" hich is a ver+ i%!ortant industr+ in our dail+ lives.
7ey resources
The -e+ resources identiAed ,+ the co%!an+ co%!rehend the technological device and the data,ase.
The technological device is s!eciAcall+ the device that ill ,e %ounted in the industrial re'rigerators in order to scan all the !roducts !laced inside. 'ter scanning the !roducts" the device ill send all the in'or%ation to the cloud data,ase here all !roducts ill ,e calculated accordingl+.
The data,ase s!eciAed ,e'ore ,e'ore ill !la+ the %ost i%!ortant !art in the Anal conce!t. ' 'ter ter the data,ase Anishes anal+zing all the as!ect 'ro% one !roduct" ill start sending alerts to the end user a!!lication #that ill ,e or-ing on ,oth =S and ndroid !lat'or%s*. dditionall+ the s+ste% ill conduct the ordering 'or the ne !roducts henever these are needed ,ased on a ver+ strict result 'ro% the calculations.
The co%!an+ relies on ,oth s+ste%s 'or a !er' !er'ect ect 'unctioning o' the organis%. organis%. hannels
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=n or order der to reach reach our custo% custo%er er e!ect e!ectat ation ions s and to delive deliverr the !r !rodu oduct ct ithin ithin a %ini%u% ti%e 'ra%e" the co%!an+ 'ocused on an in$house distri,ution s+ste%" here a trained sta< ill re!resent the organization henever a !roduct is re;uested in one o' the users location.
orres!ondingl+" the ,usiness ill also 'ocus on !roviding e!erienced oRea !artners devi device ces" s" su such ch as hen henev ever er"" the+ the+ ar are e %ore %ore a!!r a!!roa oach cha, a,le le due due to di<e di<ere rent nt 'act 'actor ors s #geogra!hic #geo gra!hicall+" all+" environ%ental environ%entall+" l+" etc.*" etc.*" the+ could act as co%!an+ co%!an+ delega delegate te %e%,ers. %e%,ers. lso" using their e!erience and connections ithin the industr+" the enter!rise is %ore li-el+ to 'ace a greater groth in ter%s o' custo%ers and !roAta,ilit+.
ost &tructure
s the co%!an+ holds a su,stantial !rivate invest%ent ca!ital" this ill 'acilitate a direct Anancing and covering o' the costs 'or the e%!oering stages o' the ,usiness.
The co%!an+ ill incur ,oth Aed Aed and varia,le costs.
(ied ied cos costs ts ill ill ,e 'or%ed 'or%ed 'ro% 'ro% the ad%ini ad%inistr strat ative ive and genera generall %ainte %aintenan nance ce o' the head;uarter o' the enter!rise as 'acilit+ services" oKce su!!lies" cleaning services" and securit+. 4evertheless" Aed costs ill also cover the !a+ sli!s o' the !ersonnel and distri,ution service.
@artner artnershi shi!s !s agree% agree%ent ents s ill ill ,e alloca allocated ted also also to Aed Aed costs. costs. gree% gree%ent ents s ill ill ,e negotiated ,eteen the co%!an+ and the second !art+ that ill carr+ the s!eciAc service 'or the ,usiness. The organisation ill negotiate the !rices each three +ears" and the costs ill ,e change accordingl+.
Si Si%i %ila larr to the the !art !artne ners rshi hi! ! agre agree% e%en ents ts"" res esea earrch and and deve develo lo!% !%en entt se serv rvic ices es and and %anu'a %an u'actu cture re o' the device device servic services es ill ill co%!l+ co%!l+ ith ith the sa%e sa%e strate strateg+ g+ in ter%s ter%s o' contract negotiation.
Shi't Shi 'ting ing to varia, varia,le le costs" costs" this this ill ill ,e 'or%ed 'or%ed 'ro% 'ro% %ar-e %ar-etin ting" g" advert advertisi ising ng and @R e e!en !enses ses.. ach ach %ar-e %ar-ett stud+" stud+" or ne advert advertisi ising ng ca%!ai ca%!aign gn ill ill re;ui re;uire re di<ere di<erent nt e!enditure and these costs ill ,e allocated annuall+ 'or each o' the su,Eects.
4evenue &treams
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=n ter%s o' the revenue strea%s o' the !roduct and i%!licit o' the co%!an+" the users ill ,e su,Eect to a series o' !a+%ents due to the co%!leit+ o' the !roduct.
sers ill ,e 'acing an instal%ent 'ee o' the !roduct" hich ill ,e %ade ,+ s!ecialised !ersonnel o' the enter!rise. The instal%ent 'ees ill cover all the instal%ent !rocedure" technological scanning device" training o' the sta< and also the device %aintenance on an agreed ti%eline ,eteen the oner and the user. user.
Besides the instal%ent 'ee stated" the users o' the !roduct ill 'ace another cost that is re!r re!rese esente nted d ,+ the usage usage 'ee. 'ee. The usage usage 'ee illustrat illustrates es the co costs sts"" re;uir re;uired ed 'or the so'tare !lat'or% data,ase" server hosting" and also 'or the choose order data,ase" as the !roduct ill order auto%aticall+ ite%s henever needed.
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/arketing mi# (+he =>s rinciples 4oada+s %ar-eting %ar-s a ver+ i%!ortant su,Eect in the li'e c+cle and groth o' all co%! co%!an anie ies s and and or orga gani nisa sati tion ons. s. c ctu tual all+ l+"" %ar%ar-et etin ing g is the the !art !art o' the the co%! co%!an an+ + or organisation that sells the !roducts develo!ed.
To To deAne it in si%!le ords" %ar-eting is !utting ! utting the right !roduct in the right !lace" at the right !rice" at the right ti%e #leveris%" 2018*. ven i' the deAnition sounds ;uite si%!le" !utting it in !ractice involved a lot o' e<ort. =n the event that one o' one o' the 'our seg%ents is out o' !lace" a ver+ encouraging Anal result can ,e su,Eect to 'ailure #leveris%" 2018*.
=n order to co%,ine the 'our 'actors illustrated ,e'ore #!roduct" !lace" !rice" ti%e*" the %ar-eting %i %atri have ,een created" hich i%!lies the 8@s Q !roduct" !lace" !rice" !ro%otion. The %ar-eting %i ter% is clai%ing to ,e coined ,+ 4eil Borden in 1:68 #leveris%" 2018*. =n the the re rese sear arch ch condu conduct cted ed ,+ Goi Goi .I .I #200 #200:* :*"" the the auth author or %ar%ar-s s the the 'act 'act that that the the %ar%a r-et etin ing g %i %i have have star starte ted d ith ith an orig origin inat atin ing g @ that that sh sho os s the the !r !ric ice e in the the %icroecono%ic theor+.
Goii . I #200 Go #200:* :* e e!l !lai ains ns that that the the %ar%ar-et etin ing g %i %i is not not a sc scie ient ntiA iAc c theo theor+ r+"" ,u ,utt an a!!lic a!! lica,l a,le e struct structur ure e in the li'e li'e c+cle c+cle o' an or organ ganisa isatio tion" n" !r !rovi ovidin ding g i%!ort i%!ortant ant and 'unda%ental decision %a-ing in %eeting the needs o' the consu%ers.
Singh M. #2012* e!ress that the %ar-eting %i is a %iture o' a %ultitude decisions and !rocedures used ,+ a co%!an+ to sell and %ar-et its goods and !roducts to the !u,lic.
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Moreov Mor eover er Singh Singh M. #2012 #2012** states states that the %ar-eti %ar-eting ng %i is a grou! grou! o' %an %anage agea,l a,le e varia,les" hich the organisation can use to sti%ulate its custo%er decision on a s!eciAc !roduct.
ccording to Singh M. #2012* the %ar-eting decisions that have to ,e ta-en ,+ the %ar-eting %anagers in order to achieve the o,Eectives o' the co%!an+ are grou!ed into the 8@s #!roduct" !rice" !ro%otion and !lace*.
Singh M. #2012* have illustrate in the ,elo ta,le ill !resent the decision ta-en into consideration 'or the 'our categories.
roduct
rice
romotion
lace
?esign
Retail
Strategies
S!ecial o<ers
Fholesale
S-i%%ing
ndorse%ents
se'ulness
=nternet
@enetration
dvertising
Lalue
?irect sales
@s+chological
ser trials
onvenience
@eer to !eer
ost$!lus
?irect %ailing
ualit+
Multi channel
Ioss leader
Ieaets/!osters
Technolog+ T echnolog+
@ac-aging
(ree (r ee gi'ts gi 'ts
Branding
o%!etitions
Farranties
Noint Lenture Lenture
+able ? @ lements of ='s
ven i' the 8@s %ar-eting %atri is seen as a ver+ ,eneAcial structure 'or !ro%oting %ar-et goods and !roducts" there are !resent critics o' the %atri.
Goi .I #200:* states that even i' the 8@s se!arates distinct areas o' interests" and is a ver+ ell deAned %anage%ent !rocess" the eecution o' the 'our @s is still a tas- o' di<erent divisions and sta< o' each de!art%ent to deal ith. nother signiAcant as!ect that is %entioned is that the custo%er inter'eres ith the e<ects o' each o' the 8@s %ostl+ individual rather than an integrated s+ste% #Goi .I" 200:*.
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=t is also %entioned that even i' the 8@s structure o<er a strong su!!ort" this should ,e re!laced ith another s+ste% %ar-ed as the 7@s 'ra%eor-.
To To conclude" even i' there are nu%erous criticis% on the current @s 'ra%eor-" and several suggestion o' change have ,een %ade #as the 7@s s+ste%*" the 'our @ s+ste% re%ains a ,etter overvie o' the hole organisation and also a ,etter structure to integrate 'or the develo!%ent o' the ne !roduct" des!ite all its li%itations. Applying =>s to product
The ne 'ounded co%!an+ ill develo! its %ar-eting strateg+ ,ased on the 8@s %atri s+ste% in order to list all decision and attri,utes that have to ,e ta-en in order to !ro%ote the !roduct !roduct to the %ai%u% !ossi,le. !ossi,le. The 8@s sections are are the !roduct" !roduct" !rice" !lace and !ro%otion.
The !roduct develo!ed ill ,e su,Eect to the in'or%ation o' ta,le 1 'ound a,ove. To !recisel+ %eet all the co%!an+ o,Eectives" the !roduct ill ,e su,Eect to other decisions as ell.
roduct
=n theor+ the ter% &!roduct) re'ers to !h+sical entit+ or service 'or hich a !erson is illing and !re!ared to !a+ 'or o,tain it #Singh M." 2012*.
s a !roduct is ,eing develo!ed" the ne !roducts hold a strict li'e c+cle that is ver+ i%!ortant to ,e understood ,+ the %ar-eters. Mar-eters roles are to understand the !roduct" its !hases and to !re!are the !lans 'or each stage. Fhen !ro%oting an ite%/a !roduct" custo%ers %ust understand all the uni;ue 'eatures and in'or%ation that the !roducts have. BlizzScan" the ne 'ounded co%!an+ o<ers a ver+ innovative and high$end !roduct" designed 'or the 'ood and ,everages industr+. The !roduct designed is a device that ill ,e !laced in industrial re'rigerators. =n ter% ter%s s o' the the co%! co%!an an+ + lo logo go"" this this is 'or% 'or%ed ed Eust Eust 'ro% 'ro% the the na%e na%e o' the the co%! co%!an an+ + BlizzScan" hich is a condensed 'or% 'ro% Blizzard Scanning. The ord &Blizzard) ould
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li-e to sho the environ%ent here the !roduct ill ,e situated" and &Scanning shos eactl+ hat the !roduct ill do. The
Anal
ill !resent
logo the
a,ove na%es associated
ith
re re!r !res esen enta tati tive ve colo colour urs. s. The The colo colour urs s used used ar are e ,lue ,lue and and hit hite" e" sh sho oin ing g the the arti artic c environ%ent o' the re'rigerators.
The develo!ed !roduct" ai%s to resolve and %anage a ver+ ,ig !ro,le% in the oRea oRea environ%en envir on%ent" t" and this is" the health health and sa'et+ sa'et+ o' the consu%ers consu%ers in ter%s ter%s o' 'oods and ,everages !roducts" ithin the environ%ent.
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B+ ado!ting the device and so'tare !rovided" hotels" restaurants and ca'es can eli%inate all ris- o' 'ood/,eve 'ood/,everages rages e!iring e!iring ter%s" ter%s" !rotect !rotect its custo%ers custo%ers against an+ e!ired e!ired !r !rodu oducts cts"" i%!le% i%!le%ent ent %ore %ore health health and sa'et+ sa'et+ !r !roce ocedur dures" es" and also also reduc reduce e or eve even n eli%inate ti%e dela+s and etra costs" hen re$ordering !roducts stoc-s. The !ro!osed !roducts ill have a rectangular design that ill contain three scanning ca%e ca%era ras s on the the 'aca 'acade de o' the the devi device ce.. The The thr three ca%e ca%era ras s ill ill sc scan an the the !rod !roduc ucts ts introduced in the re'rigerator" and ill auto%aticall+ send in'or%ation to the cloud server and also ill auto%aticall+ start calculating hen the net ite% order ill ,e dis!osed to su!!liers ,ased on the e!iring dates on the ite%s. The integrated s+ste% ill 'unction 'unction as 'ollo 'ollo
1. Fhenev Fhenever er a !r !rodu oduct ct is introdu introduced ced in the re'rige re'rigerat rator" or" the a,ove a,ove device device ill start start scanning and searching 'or !roduct in'or%ation #!roducer" t+!e o' !roduct" e!iration date" 'a,rication date" su!!liers*.
2. 'ter 'ter gather gathering ing all the in'or%at in'or%ation ion"" the device device ill ill send send all the in'or%a in'or%atio tion n to the cloud server" here an auto%ated algorith% ill start calculating all the essential in'or%ation" 'or sending alerts o' e!ired !roducts" ite%s !re$orders" and s+ste% in'or%ation.
3. l ler erts ts o' e e!i !ire red d !rod !roduc ucts ts and ne stoc stoc- !urc !urcha hase se ill ,e se sent nt to an end$us end$user er !lat'or% #=S and ndroid co%!ati,le*. The end$user !lat'or% ill ,e %ade availa,le
$li%%&can 2 7
to the ad%inistrator o' the !lace or to the delegated assistant" hich is in charge ith the ordering stoc-s in ter%s o' 'oods and ,everages !roducts.
8. oeve oever" r" hen the net net stoc-s stoc-s !reord !reorder er is read+ read+ to ,e sen sent" t" the ad%inis ad%inistra trator tor or delega del egate te has to a!!ro a!!rove ve the transa transacti ction on ,e'or ,e'ore e the s+ste% s+ste% to !lace !lace the net net !urchase.
rice
s stated in the !roduct su,categor+" the !rice reects the a%ount a so%eone is illing and !re!ared to s!end to ac;uire the !roduce. orres!ondingl+ the reected !rice o' the ite% should ,e d+na%ic" so it can ,e a,le to ra!idl+ and constantl+ adEust to the changes in the li'e c+cle duration d uration o' the !roduct #Singh M." 2012*.
The !erceived value is a ver+ i%!ortant as!ect in the !ricing o' the !roduct. =' the !rice does not reect the Anal !roducts !roduction costs" this cannot ,e over!riced ,ut neither loer lo ered. ed. =' custo% custo%ers ers unders understan tand d the !roduc !roduct" t" and ar are e ha!!+ ha!!+ ith ith the 'eatur 'eatures es it !rovides" than the !roduct can ,e advertise at a higher !rice than the !roduction costs. ontrariise i' custo%ers see little value o' the Anal !roduct" the !rices ill ,e reduced under the !roduction costs in order to ,e sold. But this strateg+ ill not ,e !roAta,le 'or the organisation. @rices should ,e ver+ ell designed and co%!ound in order to reect the Anal !roduct and also to ta-e into account distri,ution !lans" co%!etitor !roducts !rices and chain value costs #leveris%" 2018*. @ricing is %entend to su!!ort all the ele%ents that 'or% the %ar-eting %i" and in ter%s o' reecting the su!!l+ and de%and ra!!ort this is re;uires a lot o' de%and 'ull or#Iearn Mar-eting" no date*. @ricing !lans a* 41 subscription (or the %onthl+ a%ount o' U110 custo%ers can ,eneAt 'ro% a @R su,scri!tion that includes a license to use Blizzscan. This cost also includes the ini initia tiall i%!le% i%!le%ent entat ation ion in the locati location. on. dditi dditiona onall+ ll+ in the a,ove a,ove !rice !rice the co%!an+ !rovides a service o' technical su!!ort ,+ !hone. -eatures: • • •
nal+sing the ,ar code 'or each individual !roduct nal+sing the ,ar code code 'or each location location ontrolling the e!iration date
$li%%&can 2 C
,* 4/" 4/"/ / subscription subscription (o (orr the %onthl+ %onthl+ a%ount a%ount o' U2 U210" 10" custo custo%er %ers s can ,eneAt 'ro% a @RM=M su,scri!tion that includes a license to use Blizzscan. This costt also cos also includ includes es the ini initia tiall i%!le% i%!le%ent entati ation on in the locatio location. n.
Servic Service e ill ill ,e
o<ered ,oth ,+ !hone and location de!ending on the !ro,le% in ;uestion.
-eatures: • • •
nal+sing the ,ar code 'or each individual !roduct nal+sing the ,ar code 'or each location ontrolling the e!iration date ontrolling date o' rece!tion and the date on hich the !roduct as !ut on the %ar-et
c* *10D subscription (or the %onthl+ a%ount o' U300" custo%ers can ,eneAt 'ro% a Gold su,scri!tion that includes a license to use Blizzscan. This cost also includes the initial i%!le%entation i%!le%entation in the location. location. Service ill ,e o<er o<ered ed ,oth ,+ !hone and location henever re;uired 28/7. -eatures: • • •
• •
nal+sing the ,ar code 'or each individual !roduct nal+sing the ,ar code 'or each location ontrolling the e!iration date ontrolling date o' rece!tion and the date on hich the !roduct as !ut on the %ar-et Multi!le units o' %easure%ent istor+ o' transactions
lace
@lacing section %ar-s the %echanis% o' ho the co%!an+ ill deliver its goods and !roducts to its custo%ers #S%all Business ?evelo!%ent or!oration" 2015*. @lace re'ers to distri,ution netor-s" storing 'acilities" trans!ortation" logistics and %anage%ent o' delivering !roducts to the end users.
ach ach se seg% g%en ent" t" as &@ &@la laci cing ng)" )" &@r @ric icin ing) g)"" and and &@ &@ro roduc duct) t) have have to sta+ sta+ in a !er' !er'ec ectt e;uili,riu%" due to the 'act that each section relies on another one.
=' an+ varia,le ill change" there ill ,e inevita,le changes onto the other ones. =' the !ricing o' the !roduct ill increase" this ill a<ect the distri,ution netor-" as there ill
$li%%&can 2 :
,e not as %an+ re;uests as !reviousl+" and this ill %ean that advisor+ tea%s ill not ,e de!l de!lo+ o+ed ed to cust custo% o%er ers. s. This This i ill ll re resu sult lt in e etr tra a cost costs s 'or 'or sta< sta< and and !ers !erson onne nel. l. ver ver+t +thi hing ng is conne connect cted ed to ea each ch ot othe her" r" and and a good good %ana %anage ge%e %ent nt o' the the 8@ 8@s s ill ill deli,erate a ver+ good tactic to 'ollo 'or the co%!an+ Anal !roduct #Singh M." 2012*. Based on the distri,ution strateg+ o' the !roduct" this ill rel+ on the custo%er seg%ents 'ro% the canvas ,usiness !lan. s the Arst and second stage is to a!!roach al%ost all oRea ter%inals 'ro% Bucharest it+" the distri,ution s+ste% ill ,e realised directl+ 'ro% the co%!an+ to the custo%er location. s the co%!an+ e!ansion ill gro" and %aEor cities in the countr+ ill ,e covered" the organisation !lans to develo! oKces to co!e ith the re;uests 'ro% the s!eciAc areas. The organisation has structured its on distri,ution s+ste%" here trained sta< ill re!resent the co%!an+ as soon as !ossi,le a'ter the !roduct has ,een re;uested. l lso so"" in or orde derr to cove coverr a ,igge ,iggerr ar area ea o' dist distri ri,ut ,utio ion" n" the the co%! co%!an an+ + has has disc discus usse sed d colla, col la,ora oratio tion n ith ith oRea oRea su!!li su!!liers ers and !artne !artners" rs" that that ill ill re!re re!resen sentt the ,usine ,usiness ss henever needed. The Anal !roduct #device* and the cloud service can ,e %ade onl+ ,+ 'or%al re;uest to the co%!an+ head;uarter" cit+ ter%inals or through our oRea !artners. =t ill not ,e a,le to order the s+ste% via the co%!an+ e,site or through other a+s. romotion
Regardi egarding ng the !r !ro%o o%otio tion n secto sector" r" this this is one o' the %ost %ost i%!ort i%!ortant ant as!ec as!ects ts in the %ar-eting %i. =n si%!le ords" !ro%otions %eans advertising" and ho the !roduct ill ,e !ro%oted to the !u,lic" %ain custo%ers and !otential sta-eholders #S%all Business ?evelo!%ent or!oration" 2015*.
4oada+s hen the econo%ic conditions are li%ited and !oor" custo%ers tend to 'ocus %ore on %essages o' generic !roductsdue to the high level o' ination #Iee" heng" and hen" 200C*.
Fhen %entioning !ro%otion" this includes advertising" sales !ro%otion" @R" and other as!ects that can %a-e a di<erence in !ro%oting a !roduct #leveris%" 2018*.
The %ost i%!ortant 'act a,out !ro%otion" and hat this is tr+ing to achieve is %ainl+ to send a %essage to the !u,lic and to %a-e the% aare a,out the !roduct" to %a-e the !u,lic 'eel !ositive a,out it" and to let the% re%e%,er it. @ro%otion is all a,out e<ective
$li%%&can 3 0
co%%unicat co%%u nication. ion. =' the right in'or%ation in'or%ation targets the right grou! o' !eo!le" !eo!le" in the right ti%e and right !lace" the !roduct ill ,e success'ul #Bussines #Bussines ase Studies" no date*
s !reviousl+ stated" all as!ects in the %ar-eting %i #8@s* are interconnected to each other oth er.. This This @s should should oror- togeth together" er" as %ostl+ %ostl+ decisi decision on on one o' the 'acto 'actors rs ill ill inuence others and vice versa. Mar-eting is a !art o' the ,usiness that ill never end" ,ut it ill have to ada!t constantl+ in order to %eet the co%!an+ o,Eectives #h%-e" (ulton" and Ius-" 2005*. Advertising
s a ne 'ounded co%!an+" !ro%otion o' BlizzScan is a ver+ i%!ortant as!ect 'or the organisat orga nisation. ion. The co%!an+ co%!an+ target is to !ro%ote !ro%ote the innovative innovative device to the targeted targeted %ar-et discussed a,ove in the %ar-eting %i !lan. lso the ai% o' the ,usiness is to educate the !u,lic a,out the !roduct and also to attract !otential custo%ers ,ased on the 'eatures o' the Anal !roduct.
Based Bas ed on the 'o 'our ur rules rules o' advert advertisi ising ng the co%!an co%!an+ + ishes ishes to in'or in'or% % the !otentia !otentiall custo%ers on the ne !roduct availa,le in the %ar-et and to !ursue the% to ac;uire the !roduct.
BlizzScan co%%unicates ith !otential custo%ers ,+ various a+s. ?etails" in'or%ation and other as!ects as!ects o' the ,usiness ,usiness and the !roduct !roduct develo! develo!ed ed ar are e availa,le on the internet" ,+ direct %ails and also via sending co%!an+ delegates to s!eciAc locations. locations.
onc o nclu ludi ding ng the the ,usi ,usine ness ss i ill ll re resu su%e %e to thes these e %ean %eans s 'or 'or conn connec ecti ting ng to !ote !otent ntia iall custo%ers and ,u+ers o' the !roduct. The organisation ,elieves that not having direct co%!etitors this t+!e o' advertising ill ,e the %ost eKcient and e<ectiveness a+ to !ro%ote the Anal !roduct. &elling
=n ter%s o' selling" the co%!an+ ill ado!t di<erent a+s 'or this !ur!ose. @ros!ecting custo%ers that ill ,e li-el+ to ac;uire the !roduct and direct a!!roach o' the custo%ers.
s %entio %entioned ned ,e'or ,e'ore" e" in the custo% custo%er er seg%en seg%ents ts o' the canvas canvas ,usiness ,usiness !lan" !lan" the co%!an+ stated its e!ansion !hases.
$li%%&can 3 1
s the Arst stage is to release the !roduct onl+ in Bucharest it+" here there are al%ost 3500 restaurants" restaurants" it ill ,e direct 'orard 'or the co%!an+ directl+ a!!roach custo%ers o' hotels" restaurants and ca'es" as the area is not de%anding a high e<ort 'or the sta< o' the organisation. s the e e!an !ansio sion n ill ill incre increase ase nation national al the co%!an co%!an+ + ill ill ,ase ,ase its sellin selling g strate strateg+ g+ !ros!ecting the !otential custo%ers that ould li-e the !roduct" and also the ones hich ill a<ord to !urchase it as the covering area ill ver+ large and %ore de%anding 'or a direct a!!roach.
(urther e!ansion e!ansion #orld$ide* ill re;uire re;uire a ver+ in$de!th anal+sis o' ho the co%!an+ ill set its selling strateg+" ,ased on the a,ove tactics.
Moreover" i' there are custo%ers" that have ,een not included in the direct a!!roach or on the !ros!ecting !otential custo%ers list" and the+ ould li-e to ac;uire the !roduct" the organisation ill ha!!il+ ,e involved in discussing all in'or%ation and details ith the !otential ,u+er.
=n the eventual case" o' a custo%er as-ing 'or a de%onstration and !resentation ithin the custo%er !re%ises" trained sta< o' BlizzScan ill ,e delegated to !resent the !roduct and also to negotiate an+ 'urther !urchase contracts. Sales @ro%otion
The organisation has has develo!ed a ver+ strict sales sales !ro%otion" and and this ill ,e a!!lica,le Eust to our current current custo%ers that have !urchased !urchased the !roduct. us usto%ers to%ers ill ,eneAce o' training !rogra%s and or-sho!s ,ased on the s+ste% coo!eration ,eteen the device and the cloud data,ase" also" custo%ers that have ac;uired a ,ig a%ount o' devices to ,e %ounted" ill gain g ain lo+alt+ reards !rogra%s. ublic 4elations
BlizzScan ill ala+s tr+ ,uilding good relationshi!s ith its custo%ers and ,u+ers" and 'or this" !u,lic relations is a ver+ i%!ortant !art o' the organisation !ro%otion !lan.
BlizzScan ill !roduce ;uarterl+ re!orts" ,rochures" and %agazines that ill !resent the last nes o' the co%!an+ !roducts and u!dates or 'uture in'or%ation a,out the co%!an+ !lans.
$li%%&can 3 2
Moreover" henever a ne !roduct ill ,e released or an u!date version o' the !roduct ill ,e develo!ed" the ,usiness ill organise !resentations and s!ecial events here all the custo%ers o' the co%!an+ ill ,e invited to see and discover the ne !roducts or u!dates.
oever" the co%!an+ !lans to organise a ,ig s!ecial event 'or the ,iggest custo%ers o' the !roduct" here all the i%!ortant %e%,ers o' the oRea oRea environ%ent ill ,e invited
-inancial: Detatils
sta,lish%ent costs #taes" sta%!s" ,an- account"
/
B ty Bt
(ost
:alue
!c
1
U1200
U1200
!c
1
U30000
U30000
etc.* The initial so'tare so'tare develo!%ent services services
$li%%&can 3 3
!c
Brand strateg+ and co%%unication conce!t
U:000
1
U:000 ?esign > gra!hical inter'ace
!c
1
U7000
U7000
Ia!to!
!c
8
U8000
U8000
!erating S+ste% license
!c
1
U8:0
U8:0
Kce !ac-
!c
1
U1000
U1000
Google develo!er !ortal account Google @la+
!c
1
U100
U100
@urchase internet do%ain.
!c
1
U1:0
U1:0
@urchase internet do%ain 'or 3 +ears
!c
1
U1C0
U1C0
Realization Realizati on o' d+na%ic /e,site #conce!t" gra!hic
!c
1
UC000
UC000
S services and online !ro%otion osting e,site
%onth %onth
3 3
U2000 U80
U6000 U120
ccounting services
%onth
6
U3C0
U22C0
Fage costs 'or technical su!!ort !erson Salar+ costs sales !erson
%onth %onth
5 8
U2C00 U3C00
U18000 U15200
Salar+ costs sales !erson
%onth
8
U3C00
U15200
=ndirect costs associated ith sales
%onth
5
U1:00
U:500
design" co!+right" i%!le%entation*
U123860
+1+A0
?6@8anuary
?6@ -ebruary
?6@/arch
?6@Aprile
?6@/ay
Month 1
Month 2
Month 3
Month 8
Month 5
t +
@
To t
t +
@
To t
t +
@c
To t
t +
@c
Tot
t +
@c
Tot
$li%%&can 3 8
41 subscrip tion
U1 10
U1 10
U1 10
5
U1 10
U55 0
1 0
U1 10
U1 100
remiu m subscrip
U2 10
U2 10
U2 10
2 5
U2 10
U52 50
3 0
U2 10
U630 0
U3 00
U3 00
U3 00
5
U3 00
U15 00
1 0
U3 00
U300 0
tion *old subscrip tion
Total Total Sales
0
0
0
0
U?C= CC
?6@8une
?6@8uly
?6@August
?6@ &eptember
?6@1ctober
Month 6
Month 7
Month C
Month :
Month 10 t +
@c
Tot
t +
@
Tot
t +
@
Tot
t +
@c
Tot
t +
@ c
41 subscri ption
1 0
U1 10
U11 00
1 0
U1 10
U11 00
1 0
U1 10
U11 00
1 5
1 1 0
U16 50
1 5
U1 10
U16 50
remiu m subscri ption
5 0
U2 10
U10 500
5 0
U2 10
U10 500
5 U2 0t+. 10
U10 @c. 500
6 0
2 U12 Tot. 600 1 0 U::00
6 0
U2 10
U12 600
*old subscri ption
&ubscription 1remium U3 U30 1 U3 U30 0*old 00 &ubscription 00 0 00 00
U210 1 U30 00 U300 5
UC0CU85 50 3 0 U33000 0 0
1 5
U3 00
U85 00
:0
ro &ubscription
31C5 U3 101 00
U127"350 U18 600
+otal &ales
Total Total Sales
186 00
U110
U18 600
Tot Tot
U1C 750
1 +ear Total Total
U1C 750 2 +ear Total Total
t+.
@c.
Tot.
ro &ubscription
355
U110
U3:050
remium &ubscription
10:0
U210
U22C:00
*old &ubscription
355
U300
U106500
$li%%&can 3 5
U378850
+otal &ales
3 +ear Total t+.
@c.
Tot.
ro &ubscription
850
U110
U8:500
remium &ubscription
1300
U210
U273000
*old &ubscription
850
U300
U135000
+otal &ales
U857500
$li%%&can 3 6
onclusions The creation and develo!%ent o' the ne !ioneering s+ste% designed eclusive 'or the 'ood and ,everage industr+" BlizzScan S.G.T Tech rganisation" has assured its !osition as leadi leading ng and and disr disru!t u!tiv ive e co%! co%!an an+ + conc concer erni ning ng heal health th and and sa'e sa'et+ t+ !rac !racti tice ces s and and !rocedures o' oRea environ%ent" and also concerning the diKcult %anage%ent o' all ,usiness that !resent activit+ in the 'ood and ,everage industr+. industr+. The device !ro%ulgated ,+ Blizzscan" has the !ur!ose to narro and even to eli%inate the ga! o' 'ood and ,everage control and also 'or a ,etter %anage%ent o' cost and ti%e overruns. The organization sets a ver+ high standard in co%!arison to co%!etitors. Blizzscan does not have direct co%!etitors" ,ut there are indirect co%!etitors" that have 'ocused %ore on the %anage%ent$econo%ical !art o' the ,usinesses that have a oRea character. character. The ne device concentrates on resolving to !ro,le%s" health and sa'et+ issues and !roviding a ,etter %anage%ent o' ti%e and costs dela+s that occurs hen !rocessing ne order 'or re$stoc-ing. ealth and sa'et+ Setting good !ractice and !rocedures ill !rovide a ,etter or even a !er'ect 'unctioning o' the services o<ered. ealth and sa'et+ in the 'ood and ,everage industr+ can ,e crucial" due to the 'act that +our custo%ers %ust 'eel !rotected and sa'e. The s+ste% develo!ed" has has %ulti!le !hases o' running. (irstl+" the device anal+zes the !roducts !laced in the re'rigerators. Secondl+ the in'or%ation is sent to a data,ase" here calculations are %ade in order to deliver e!iration dates and also to create a histor+ o' hat !roducts are consu%ed regularl+. Manage%ent s s!eciAed ,e'ore" the s+ste% also tac-les the %anage%ent !art o' the ,usiness. This is done don e ,+ the third third !hase" !hase" here here the organi organis% s% auto%a auto%atic ticall all+ + orders orders !roduc !roducts ts 'or re$ re$ stoc-ing 'olloing !revious !atterns o' the sale strea%.
$li%%&can 3 7
Ioo-ing on the Anancial !art" the co%!an+ has set its !roduct !rices. The !rices are ,ased ,as ed on three three !lans. !lans. !r !ro o su,scr su,scri!t i!tion ion"" a !r !re%i e%iu% u% su,scr su,scri!t i!tion ion and also also a gol gold d su,scri!tion" that have ,een discussed in the Mar-eting Mi section. Blizzscan" ,elieves that it !rovides ;ualit+ and value services that targets to %aEor su,Eec su, Eects ts that that ca can n arise arise severa severall critic critical al ris-s ris-s i' the+ the+ ar are e not %anage %anaged d !r !ro!e o!erl+ rl+.. The !ur!ose o' Blizzscan is to relieve hotels" restaurants" !u,s" ca'es o' these !ro,le%s" and let all these as!ects in the organization hand. The co%!an+ is !roud to ,e one o' the cor!orations that actuall+ deals ith real !ro,le%s in the industr+" and also it is !roud o' its integrit+ and re!utation" created due to the %odern and re%ar-a,le !roduct develo!ed.
$li%%&can 3 C
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