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研究生:莫羅傑
研究生(外文):Roger Moix Domenech
論文名稱:創新中小企業研究—就是愛運動-運動休閒用品量販創業計畫
論文名稱(外文):LoveSport: A Business Plan
指導教授:陳銘芷陳銘芷引用關係
口試委員:呂奇傑李天行
口試日期:2012-04-26
學位類別:碩士
校院名稱:輔仁大學
系所名稱:國際創業與經營管理學程碩士在職專班
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
論文出版年:2012
畢業學年度:100
語文別:英文
論文頁數:142
外文關鍵詞:LoveSportBusiness Plan
相關次數:
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It is a family who are interested in going to practice soccer on Sunday
but Mike, the son who has 13 years old need a pair of shoes appropriate for
practice soccer. Her mother Kelly doesn’t want to spend a lot of money in this
shoes because she knows that he seldom go to practice soccer and his feed is in
constantly growing because of his age. Where they should go to buy the best
quality pair of shoes in the minimum price? There are many stores that they
can go but the retail price is high and there are no many models to choose. In a
perfect world a well-known outlet with top brands always with cheapest price
in the market would be the best solution. SportLove is the solution because is
the only place in Tarragona where Kelly might go and buy a pair of shoes to
practice soccer in a price that the competitors can’t beat.
Picture yourself in another situation; you are a man who loves going to
practice winter sports like skiing in winter session. You are not a professional
in sky but you love skiing and every winter you should go twice. So far, you
always have been renting skis and boots but sometimes your experiences with
renting skis were not really good. As far as you know the prices of the sky are
expensive in the existing sporting-goods retailer and the service it is not really
good, you decide to go to take a look. There are only few models and the price
is really expensive. Thus, he decides to buy his skis in Baqueira Beret, one of
the most famous ski runs in Spain. There are many specialized stores there
where he can find many models and really experienced staff. In a perfect world
he would buy the skis in SportLove Tarragona because only this company
would give them the necessary confident. Only SportLove has many models of
the top brands in an outlet price. More than 50% discount in relation with the
other competitors.
2
In my dreams, I come home after work. I work in an office in front of a
computer 8 hours per day. I need to practice some exercise to keep fit and I
decide to go running, but I have a problem. I don’t have run clothing. Only in
SportLove I can find the best quality of run clothing and running shoes. Only in
SportLove there are specialized staff to advice me in which model is the most
appropriate for me. Only in SportLove, the biggest sporting- good retailer at
outlet prices in Catalonia.
Many people in Spain like practicing sports such as soccer, basketball,
tennis, skiing, running, cycling and so on. If we compare Spain with the other
European countries we can see that there are a lack of perform physical
exercise. According with a recent study of the La Caixa Foundation finds that
65% of the population of our country does not perform physical exercise.
According to sociologist David Moscoso, people do not play sports due to lack
of time, but also because of disinterest or laziness.
The lack of physical activity worries doctors because, in the last decade,
a tripling of cases of obesity in our country. Young people are the group most
practiced sport, but more than half did no exercise. New trends in leisure do not
help encourage the practice.
The study also shows that the dedication to the sport increases with
educational level and income. 80% of those who have acquired the sports
habits during childhood remain throughout life. Experts claim the need to
promote the sport from schools and the family to stop the rise of sedentary
lifestyles. A little more exercise is synonymous with a bit more health and
SportLove pretend to encourage people in Spain to practice sports. We have
great prices, but everything is top quality. Our store is huge, but they feel and
act like small store.
Our company is LoveSport. It is a sporting-goods retailer with great
prices. Walk into one of our stores and you know immediately that this will be
3
a different shopping experience. You may not be able to pinpoint why, but
you’ll probably sense it. We make all of our signs; racks, fixtures and displays
by hand in our wood and metal shop. We are a community center, a hangout, a
hub. Our store is like a second home to local athletes and groups who use our
space daily for club meetings, to host potlucks, to start a workout from our
front doors, or to pick up some tips at a speaker series event.
Our employees are local coaches, instructors, outdoor enthusiasts,
teachers, and students. We are all active in the community and in our sports
and activities. We use the product we sell.
We know most people are inside the store so they can get outside the store. We
know because we’re out on the trails, in the Tarragona Province and on the
roads with them. You’re also likely to spot our little green tent at local events.
When you do, come on by, say hello, and tell us how your season is shaping up.
We’d love to chat.
Marketing this company effectively will involve a combination of
creating viral message and following up with delivering quality services and
products that demands to be mentioned in casual conversation. Advertising will
be simple and clean “Buy health in LoveSport, look after yourself”.
Our costumers are people who loves sports because the feel the need to
practice. Our consumers are beginner or professional man and woman who
want the best products in top brands with great prices. Our customers are
passionate about the sports they pursue, they want to run faster, jump higher,
hit the ball harder, carry their team to victory, and more. We understand the
passion that comes with being dedicated to a goal. We are dedicated to
providing our customers with the best shopping experience possible by
consistently providing great brands at great values. We are dedicated to
increasing that value by providing industry-leading customer service and
product knowledge. We are dedicated to you, and helping you take your game
4
to the next level. If this is what you have been looking for in a sporting goods
retailer, then you've come to the right store! We offer also free classes for
consumers that are interested in learn yoga, running, bicycle tours and CPR.
Our mindset is to be your store where you can buy all the material that you
need for practice the most practiced and famous sports in Catalonia and to be
your friend, your adviser and the company who will help to motivate you to
practice sport, offering free services for you and your friends.
Competitors in the sporting-good retailer in Spain are mainly Decathlon,
InterSport and El Corte Ingles. The others are small stores that don’t have the
capacity and the size in order to fight the big companies like us. In terms of
strategy Decatlhlon and Intersport are different than our company because the
first it is a manufacturer and a retailer at the same time. Decathlon has the own
brand and also have another brands, but 75% of their products are own branded
and produced. InterSport is a sporting-good retailer like us but between
InterSport and LoveSport there are a big difference. Our prices are 50 to 70%
cheaper than InterSport because we are an outlet pricing. Our goal is to sell in
basement prices products than InterSport are selling more expensive. We don’t
care to buy new collections; we always focus in collections of last seasons with
similar products than InterSport but with average 50% cheaper price in all our
products. We think is the best way to attract people.
In every case, large or small, the strengths of competitors is that there
have many years of experience in the market in Spain and it is proof that are
profitable companies. The most obvious weakness of competitors in
comparison to this firm is that costumers have to buy in higher prices the
products than in our company. And the service in the majority of the cases is
poor because the staff is not experienced. In our store costumers can buy the
top brands at lower prices because we are an outlet company and our strategy is
to sell products to top brands at better price than the competitors.
5
Our company it is famous and well known because it provides all the
sport products in a lower prices possible. The top brands are always in our
shelves and the staff it is really experienced because they use the products that
they are selling. They are familiar with all the products; therefore we create
more confidence in our costumer. The costumer can save time if he or she
decides to go in our store because it is sure that there he or she can find the
product and the price, quality and service it is excellent. Our company is the
first outlet in Spain in terms of sporting-goods retailer.
The marketing philosophy of our firm will revolve around three simple
concepts: quality of service, quality of products and motivated and experienced
staff that help you to practice sports. Marketing our product as a cheap and
guarantee the same quality than the competitors is our focus to attract residents
in Tarragona Province. Our firm not only works to provide the top brands in
the market in reasonable prices. Our firm will create a number of employment
opportunities for local Tarragona and surroundings residents. We keep you very
fit is our slogan.
EXECUTIVE SUMMARY 1
THE INDUSTRY, THE COMPANY, AND ITS PRODUCTS &
SERVICES 7
THE INDUSTRY
THE COMPANY AND THE CONCEPT
THE PRODUCTS AND SERVICES
ENTRY AND GROWTH STRATEGY
MARKET RESEARCH AND ANALYSIS 31
CUSTOMERS
MARKET SIZE AND TRENDS
COMPETITIONS
COMPETITIVE EDGES
ESTIMATED MARKET SHARE AND SALES
ONGOING MARKET EVOLUTION
THE ECONOMICS OF THE BUSINESS 61
GROSS AND OPERATING MARGINS
PROFIT POTENTIAL AND DURABLITY
FIXED VARIABLE AND SEMIVARIABLE COSTS
MONTHS TO BREAKEVEN
MONTHS TO REACH POSITIVE CASH FLOWS
II
MARKETING PLAN 75
OVERALL MARKETING STRATEGY
PRICING
SALES TACTICS
SERVICE AND WARRANTY POLICIES
ADVERTISING AND PROMOTION
DISTRIBUTION
MANUFACTURING AND OPERATIONS PLAN 99
OPERATING CYCLE
GEOGRAPHICAL LOCATION
FACILITIES AND IMPROVEMENTS
STRATEGY AND PLANDS
REGULATORY AND LEGAL ISSUES
MANAGEMENT TEAMS 105
ORGANIZATION
KEY MANAGEMENT PERSONNEL
MANAGEMENT COMPENSATION AND OWNERSHIP
OTHER INVESTORS
EMPLOYMENT AND OTHER AGREEMENTS AND STOCK OPTION
AND BONUS PLANS
BOARD OF DIRECTORS
OTHER SHAREHOLDERS, RIGHTS AND RESTRICTIONS
SUPPORTING PROFESSIONAL ADVISORS AND SERVICES
III
THE FINANCIAL PLAN 111
PRO FORMA INCOME STATEMENT
PRO FORMA BALANCE SHEETS
PRO FORMA CASH FLOWS ANALYSIS
BREAK-EVEN CHART
COST CONTROL
HIGHLIGHTS
REFERENCES 123
FINANCIAL PLAN APPENDIX 127
APPENDIX 137
(1) NPD GROUP
http://www.tecnologiadeporte.com/General/NDP-crecimiento-mercado-sectordeportivo-
mundial.html (
(2) ICEX (Instituto Nacional de Comercio Exterior) REPORT
http://www.icex.es/icex/cda/controller/pageICEX/0,6558,5518394_5518974_5
536731_0_0_-1,00.html
Appendix
(3) SURVEY CARRIED OUT BY MYSELF
(4) CONSEJO SUPERIOR DE DEPORTES (GOVERNMENT SURVEY 2010)
http://www.csd.gob.es/csd/estaticos/noticias/DOSSIER-ENCUESTA.pdf (4)
(5) OBERVATORI DE L’ESPORT CATALA
http://www.observatoridelesport.cat/pdf/llibre_enquestahabits.pdf
(6) EMAIL REDACTED FOR A EXCLUSIVE AGENT FOR THE
CATALONIA COMMUNITY OF MAFECCO, ERREUNO, ROFA MODEN
and PARALELO (See Appendix)
(7) ESTADISTICA DE CATALUNYA (REPORT)
http://es.wikipedia.org/wiki/Provincia_de_Tarragona
(8) SURVEY CARRIED OUT BY LA FUNDACIO LA CAIXA
http://www.agenciasinc.es/esl/Multimedia/Videos/Espana-se-situa-en-la-colade-
Europa-en-practica-deportiva
124
(9) IDESCAT (INSTUT DE ESTADISTICA DE CATALUNYA)
http://www.idescat.cat/
(10) RESEARCHING PROJECT CONDUCTED BY EDM PUBLICATIONS,
publisher of the SPORTING GOODS INTELLIGENCE EUROPE
http://www.edmpublications.com/download/SMRsummary.pdf
(11) REPORT PULISHED IN CINCODIAS.COM
http://www.cincodias.com/articulo/empresas/Decathlon-elevo-ventas-Espana-
98-2008-alcanzo-66-tiendas/20090417cdscdsemp_15/
(12) INTERVIEW WITH INTERSORT’S GENERAL MANAGER PUBLISHED IN
EL PAIS SPANISH NEWSPAPER
http://www.elpais.com/articulo/empresas/sectores/Intersport/abre/gran/formato/
elpepueconeg/20070218elpnegemp_21/Tes
(13) PROFIT AND LOSS REPORT OF 3 RETAIL STORE IN CATALONIA
(14) INFORMATION ABOUT THE PRICE PER SQUARE METTER OF
FACILITIES IN REUS AND TARRAGONA
(15) OBLIQUA REPORT OF ADVERTISING PRICING IN THE MOST
FAMOUS SPORTIVE NEWSPAPER IN CATALONIA (DIARI SPORT)
www.oblicua.es/publicidad/publicidad-prensa.htm#nacional
(16) IGrafic COMPANY PRICING
http://www.igrafic.com/index.php?option=com_facileforms&Itemid=96&task=
calc
(17) ATRACTIS WEB PAGE
http://www.atractis.es/vestuario_laboral.html
(18) INFORMATIVE SPANISH WEB PAGE ABOUT OUTLETS IN SPAIN
www.outletspain.net/
(19) PATRONAT DE TURISME DE SALOU
http://www.visitsalou.es/
(20) 3PONT5 WEB PAGE
http://www.3point5.com/action/index
(21) TECNOPARC REUS WEB PAGE
http://www.tecnoparc.com/
(22) FACILITY COST
http://www.interempresas.net/Naves/Venta/Reus_431233/
(23) REPORT PUBLISHED IN DOING BUSINESS ABOUT SPECIAL
REGULATORY AND LEGAL ISSUES IN SPAIN IN SETTING UP A NEW
BUSINESS
http://www.doingbusiness.org/

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