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Introduction to Business Planning Sezi Çevik Onar

Introduction to Business Planning Sezi Çevik Onar

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Introduction to Business Planning Sezi Çevik Onar

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  1. Introduction to Business PlanningSezi Çevik Onar

  2. Outline Business Planning (2)

  3. Definition of Business Planning and Business Plan Business Planning (3)

  4. Goal of Business Plan Business Planning (4)

  5. Goal of Business Plan Business Planning (5)

  6. Steps of Business Planning Business Planning (6)

  7. Determine corporate strategy Define growth ways Opportunity Analysis For a new business plan starts at this step Select new business area Market segmentation Targeting Positioning Define marketing strategy Pricing Marketing Plan Determine manufacturing process, method, flow Define distribution system Define after sales service Define stock control process Define marketing strategy Organization Plan Sales forecasting Capital expenditure forecasting Expenditure forecasting Profit estimation Balance sheet Evaluation Define marketing strategy Financial Plan Business Planning (7)

  8. Firm definition • Firm: Firm A • Products: Pumps, engines • Customers: Industrial companies • Geographical areas: Turkey

  9. Step 1: Determining firm strategy • Growth for P (Pump) • Divest for E (Engine) MGR P E RMS

  10. Step 2: Determine growth ways (Opportunity analysis) Business Planning (10)

  11. Step 3: Determine New Business Area (Opportunity Analysis) New Business Area: Refrigerator Business Planning (11)

  12. Step 4: Market Segmentation 4.1. Segmentation For families For singles Business Planning (12)

  13. Step 4: Market Segmentation 4.2. Targeting Business Planning (13)

  14. Step 4: Market Segmentation 4.3. Positioning Ideal Firm A Standard Luxury Competitor Business Planning (14)

  15. Step 5: Marketing Strategy Message: Affordable luxury products Media: TV / 10 sec / 50 days / year Sales promotion: Small scale refrigerator as a toy on sale Business Planning (15)

  16. Step 6: Pricing Price of refrigerator: Volume * 1 + Number of Doors * 200 Product varieties Product varieties: D1/V500, D1/V1000, D2/V500, D2/V1000 Price of (D1/1000) = 1000* 1 + 1 * 200 = 1200 Business Planning (16)

  17. Step 7: Sales Forecasting Sales X X X X X X Time (period) 20 T(21) = 500 + 10 * Period index for S=1.1 T(21) = 500 + 10 * 21 = 710 Y (21)= T(21) * S = 710 * 1.1 = 781 Sales of D1/V1000/Total Sales=0,50 Sales for D1/V1000= Y(21) * 0.50 Business Planning (17)

  18. Step 8: Business Systems 8.1. Production Process Part B Raw Material(Part A) P1 P2 Refrigerator P3 Business Planning (18)

  19. Step 8: Business Systems 8.2. Production Method Q PV D1/V1000 D2/V1000 Production Type: Product type for D1/V1000 and D2/V1000 Process type for others Business Planning (19)

  20. Step 8: Business Systems 8.3. Production flow D1/V1000 P1 P3 P2 D2/V1000 P1 P3 P2 D1/V500 D2/V500 P1 P3 P2 Business Planning (20)

  21. Step 9: Capital Expenditure Forecasting Business Planning (21)

  22. Step 10: Expenditure Forecasting 10.1. Variable cost • Unit Variable Cost: Raw Material Cost + Unit Energy Cost: Unit Raw Mat. * Unit Price of RM + … = 1 (Part A) * 100 + 1 (Part B) * 100 + … = 200 + 50 = 250 Total Variable Cost at Year 1 = Total Production* UVC = 781 * 250 Business Planning (22)

  23. Step 10: Expenditure Forecasting 10.2. Fixed cost Business Planning (23)

  24. Step 11: Profit Estimation Gross Profit = Income – Manufacturing Cost = [1200 * (781 * 0.50) + …] – (6000 + 781 * 250) = 100 000 Business Planning (24)

  25. Step 12: Balance Sheet Current Asset - Bank 50 000 Loan - Longterm 10 000 Fixed Asset - Machines 100 000 Equity - 50 000 150 000 150 000 Business Planning (25)

  26. Step 13: Evaluation Ratios for Year 1 Profitability for Gross Profit: 100 000 / 150 000 Evaluation ratios: Decision: Enter Refrigerator business area Don’t enter refrigerator business area Business Planning (26)