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电动自行车租赁业务在罗阿坦岛的商业管理模式分析

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本文是一篇管理学硕士论文,管理论文实用性强,主要依托于管理理论的指导,运用全球化战略思维,借鉴国际上先进的管理经验,从企业战略的规划和制定到资产资本的运营,从人力资源的管理调配到企业的管理模式等等,包括对所有资源的整合和有效利用,使得资源效能充分发挥出来。(以上内容来自百度百科)今天为大家推荐一篇管理学硕士论文,供大家参考。

 
Chapter 1 Introduction
 
1.1 Executive summary
This business plan is an extensive analysis of the e-bike renting business in the islandof Roatan, Honduras. Is an innovative way of transportation for the tourist and the localpeople. It gives the user a sense of freedom while they are moving from one point toanother in the island and at the same time connect them with the nature of the island beingenvironmentally responsible taking care of the human natural heritage in one of the mostbeautiful islands in the world.This e-bike renting business is oriented but not limited to leisure activities in theisland. This business will provide tours and e-bike selling parts as complementaryactivities, looking not only to create revenues streams but also to create awareness aboutnew mobility ways that are more environmentally responsible in an island that is lookingfor ecological sustainability.The e-bikes aim to connect the capital of the island with the two main touristicbeaches because those places attract the majority of the island traffic that is divided intourist and locals who work in the touristic industry.
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1.2 Background
This project was born with the intention to create environmental awareness to protectthe natural beauty of the Island and it was chosen by its simplicity of implementation in theisland’s culture.The e-bike business is based on the strategic plans of the island’s mayor to create anecological sustainability plan for the island, which base all their economy in the naturalbeauty that is offered to the tourists.Roatán, is located between the islands of útila and Guanaja, is the largestof Honduras’ Islands. Located near the Mesoamerican Barrier Reef, the largest barrier reefin the Caribbean Sea (second largest worldwide), Roatán is the most important cruise shipand scuba diving destination in Honduras. Tourism is its most important economic sectorin the island. (República de Honduras, 2010)The island is chosen for a touristic destiny mostly for European and North Americantourist who want to experiment the Caribbean sea in a not so populated island that offersthe perfect relaxation away from the crowded and stressful life of the cities, this needs fitperfectly and can be addressed with the offering of bicycles rides through the island that meets the relaxation goal looked by the tourist in the island.The first known Electric bike was invented by Ogden Bolten with the U.S. Patentnumber 552,271 in 1867. The bicycle is one of the oldest vehicles used in the modernsociety and is widely used all over the world and for people of all ages, there is a desire tomove in a simple and fun way since we are kids and the bicycle gives the perfect responseto this desire.The bicycle renting business is one of the most successful alternatives ways totraditional transportation, is meant to be used in small sections and by a short term. It isused in big cities to offer a calm, heathy and ecological way to move through the cities thathave traffic jams and gives a relieve to the city transportation problems.
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Chapter 2 Literature review
 
2.1 Literature review of new ventures
This paper gives clarity to the creation of the business plan and I am going to use itsexamples of the segmentation of the market and the value creation and proposition to eachmarket. In addition, it is important to ask the right questions about a business model to findthe sources of competitive advantage, it is important to be innovative in in the creation andthis paper analyses important points of view to achieve this goal.  Business Models, Business Strategy and Innovation, David J. Teece,2010. This article is going to be used to know the bases of how to generate valuefor thecustomer and plan the strategy from the beginning of the creation process, with this articleI will analyze the business models and strategies of innovation and the economic theory ofa business.This report provides a definition of the tourism as a subset of travel and improvesthe conceptual background for the definition of visitors and tourism trips, it establish thedifferent forms of tourism in which this business plan will be supported, providingrecommendations for the tourism activity.  Research methods for business students fifth edition, Mark Saunders,Philip Lewis and Adrian Thornhill, 2009. This book is going to be used as a guideto conduct the research and the implementation of all the business concepts todeliver a academic and professional business plan.  Principles of Marketing, Philip Cotler, Gary Armstrong, John Saunders,Veronica Wong, 1999. This book is a theoretical base for key concepts and modelsthat are going to be used in the creation of this business plan and marketing plan.  United Nations, Department of Economic and Social Affairs,International Recommendations for Tourism, 2008. It is important to establishwithout ambiguity the geographical and economic links of activities related to thetourism business. This report will be used to understand the general concepts thatare used in the tourism sector and literature to be able to apply those concepts in aproper way in the exposure of this business plan and the understanding of all thedata collected from various articles reports books notices etc.
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2.2 Models/concepts/frameworks
Porter’s five forces: is a model that explain why a variety of industries and companiesare able to sustain different levels of profitability and how to analyze the market takinginto account the activities of the competitors, this is a way to critically overview theopportunities and properly define the market.PEST: Companies aim to serve their customers, but they must do so in anenvironment with many other Influences. At the widest level is the macroenvironment ofPolitical, Economic, Social and Technological (PEST) influences that all organizationsface. Besides this companies also face a unique micro environment, including suppliers,competitors, channels of distribution and publics - such as employees and the media - thatare not necessarily customers. (Philip Cotler, 1999)SWOT: this analysis draws the critical strengths, weaknesses, opportunities andthreats (SWOT) from the strategic audit. The audit contains a wealth of data of differingimportance and reliability. SWOT analysis distils these data to show the critical items fromthe internal and external audit. The number of items is small for forceful communications,and they show where a business should focus its attention (Philip Cotler, 1999)
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Chapter 3 The opportunity........... 21
3.1 Market research....... 21
3.2 Industry analysis......38
3.3 Internal Analysis......40
3.4 Sources of differentiation and competitive advantage.............. 41
3.5 Ethics and sustainability.....42
3.6 Current situation conclusion..........42
Chapter 4 The company and team...........44
4.1 Legal structure.........44
4.2 Ownership.....45
4.3 The advisory board.............46
4.4 The management team........46
Chapter 5 Marketing plan.............48
5.1 Identification of customers............48
5.2 Number of potential customers and potential sales revenues....48
5.3 Requirements of various customer segments...... 48
5.4 Appropriate sales and promotion approaches......49
5.5 Analysis of how purchase decisions are made.... 50
5.6 Customer price sensitivity.............50
5.7 Cost of acquiring and retaining customers..........52
5.8 Strengths and weaknesses of competitors........... 52
 
Chapter 5 Marketing plan
 
5.1 Identification of customers
The customer will be the tourists of the island from 5 to 65 years old who seek for anadventure and new view of the island and a more in depth knowledge of the culture andsightseen of the island.The second target will be the local people who want to use the electric bicycles as asubstitute for the local public transportation or for recreation.The number of potential customer is the population of tourist comprehended between5 and 65 years old who visit the island, been this number composed by the inbound foreigntourism and the local tourism resulting in 2,109,100 people per year.For the second target market, the local people, is the 33% of the population of theisland that can afford the tariff of the electric bikes resulting in 13,530 people.
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Conclusions
 
The business shows very positive indicators to make the investment, ithas profitable revenues according to the low investment and low operations costs, itwill return all the investment in 18 months, the investment is beneficiated by the,low entry and exist barriers. It will be successful because There is no directcompetitors to the business and all the political, social, legal and economicenvironment is positive to develop this business plan in the island, indicating thatthe business can be developed with ease in the island  The most important part of this business plan is the relationship with thecruise lines who have ships in Roatan without them the business cannot berealizable and the cost of operation could vary depending on the deal that ournegotiator can get with this companies, that is why I recommend to start thenegotiations with this companies before starting any of the operations needed forthe business.  The success and the sustainable growth of the business model depends onthe creation of a strong brand and a high corporate social responsibility. Accordingto the recollected data the tourism sector will grow more in the coming years, thisis especially true in an island like Roatan that focus all their efforts on tourism.  The implementation of this business will have a direct impact on thecommuting in short distance trough the island for the tourist and the local, creatinggreen alternative ways to serve as an example for other cities in the country and thefirst seed in the change of paradigm on the way of transportation in Hondurasbecause there are no green commuting alternatives until now.
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References (abbreviated)

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