BUS344 International Management Major Project assignment

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BUS344 INTERNATIONAL MANAGEMENTMAJOR PROJECT PROPOSALLECTURER: DR JURGEN RUDOLPHGROUP MEMBERS NAME:APRIL HOON BOON TENG (33378201)LEE YI HUAI (33413826)ONG KWEE CHEN, ANGELIA (33483324)CHRISTINA TJAHYADI (33499746)YAP JIA KERR, ASHLEY (33574575)TOTAL WORD COUNT: 11,1565REFERENCE STYLE: APA 6THEDITIONURKUND SCORE: 1%
TABLE OF CONTENTS:1.Executive Summary.......................................................................................... 52.The e-commerce and logistics industry ............................................................ 62.1 Logistics for the e-commerce industry in Singapore ......................................... 73. Ninja Van’s Company Introduction ......................................................................... 83.1 Mission and Vision ............................................................................................ 93.2 Company Profile ............................................................................................... 93.3 Shareholder structure ..................................................................................... 104. Ninja Van’s services in India ................................................................................ 104.1 Ninja Van’s entry in India ................................................................................ 114.2. Porter’s Five Forces Analysis ........................................................................ 12Threat of New Entrants – Medium to High ............................................................ 12Bargaining Power of Buyers – Medium ................................................................. 13Bargaining Power of Suppliers – Low ................................................................... 13Threat of Substitutes – Low .................................................................................. 14Industry Rivalry – High .......................................................................................... 154.3 Customer Profile and Demand Analysis ......................................................... 15Geographic Segmentation .................................................................................... 15Demographic Segmentation ................................................................................. 16Psychographic Segmentation ............................................................................... 16Behavioural Segmentation .................................................................................... 18
Environmental ....................................................................................................... 23Legal ..................................................................................................................... 245.2 SWOT Analysis ............................................................................................... 25Strengths .............................................................................................................. 25Weaknesses ......................................................................................................... 25Opportunities ........................................................................................................ 265.3 Hofstede’s Cultural Dimension........................................................................ 275.4 Government Constraints and Incentives ......................................................... 296. Business Strategy ................................................................................................ 306.1. Product/ Service Positioning .......................................................................... 306.2 Pricing Strategy .............................................................................................. 336.3. Distribution and logistics ................................................................................ 346.5 Advertising and promotion .............................................................................. 486.8 Future plan ..................................................................................................... 547. Ninja Van’s financial planning .............................................................................. 557.1. Benefit-Cost Analysis ..................................................................................... 55Projected Profit and Loss Statement Forecast for Ninja Van from Year 2020 toYear 2022 ............................................................................................................. 55Projected Profit and Loss Statement Forecast for Ninja Van from the Year 2020 tothe Year 2022 ....................................................................................................... 57Projected Expenses Forecast for Ninja van Pte Ltd from the Year 2020 to the Year
8.1 Personnel/sales force factors ......................................................................... 638.2 Business advisers ........................................................................................... 648.3 Contingency plans .......................................................................................... 649. Conclusion & Recommendation ........................................................................... 6510. References ......................................................................................................... 66
1.Executive SummaryNinja Van is one of Singapore’s fastest growing last-mile e-commerce logisticscompany. With the support of Grab, a mobility technology company in Singapore, it isset to scale up strategically within the region. With the e-commerce industry booming,this business plan aims to look into the probability of Ninja Van venturing into India byexploring all the business aspects of a joint venture.India has one of the highest growth rates and the fastest economies in the world. Withitstechnologycapabilitiesandstrategicplanning,thereportwilldissecttheadvantages, and disadvantages Ninja Van will face upon entering this new market.PESTLE and SWOT analysis will be used to deep dive into the macro-environmentfactors for both Ninja Van and the host country, as well as the potential encounter ofopportunities.This report will provide further insights as to the ideal way to enter a challengingmarket- India, by using the 7Ps of the service marketing mix as a business strategy.With the immense growth in the service industry, customers are not only focused onthe outcome but also obsessed with customer experience. This plan will be tailored tosuit the India market from advertising and marketing to its pricing strategy.To conclude the report, contingency plans will be put in place in the event ofoperational failure or unforeseen circumstances such as the occurrence of a naturaldisaster. The report will also cover suggestions for management consideration andbusiness advisors.
2.The e-commerce and logistics industryTechnology is proliferating over the years, driving the e-commerce industry tosignificant growth over the world. The global sales of e-commerce grew by 18% from2017 to 2018. Consumers spent $2.86 trillion on the internet in the year 2018. Theinternet has changed how people shop and enable consumers to shop in the diversemarket across the globe (Young, 2019).The evolution of the e-commerce industry has changed the logistics and transportationmanagement system. Hence, the role of last mile delivery is increasingly important asit facilitates the issue of limited vehicle capacit y, while e-commerce customers havehigh expectations for the arrival timing of their items from order till delivery (Burnson,2019). The global logistics market is expected to grow from $8.1 trillion in 2015 to$15.5 trillion by 2023. The e-commerce market place such as Amazon, Taobao andothers are driving forces for the expansion in the logistics industry (Henry, 2019).
2.1 Logistics for the e-commerce industry in SingaporeThe logistics industry is a critical enabler to Singapore’s economy. Singapore has thestrategic location of the heart of Asia, and its logistics professionalism has helped toattract the world’s top 25 third-party logistics company to establish their headquartersin Singapore (Zhang, 2018). Singapore has the quickest time in export and import,and imported goods to Singapore take merely 30 hours to clear the border complianceprocess(TAN,2018).Besides,Singaporehasthehighestdemandforonlinepurchasing in Southeast Asia. Singapore is ranked the top country within SoutheastAsia, where most consumers shop online after working hours (Mato, 2018). Therefore,the growth of e-commerce is a positive indication for the logistics industry in SoutheastAsia.Figure 1 (Singapore eCommerce Insights | 4.11 Million Online Shoppers By 2021. (2019). Retrievedfromhttps://www.eshopworld.com/blog/singapore-ecommerce-insights/)Porter’s Five Forces framework on the e-commerce delivery service in Singaporeindicates that the threat of new entrants in Singapore is low. Other courier serviceproviders can easily copy the last-mile delivery business model.
high. Hence, vehicle dealerships make minimal profits. The buyer's bargaining poweris high as it has a greater number of options available with competitive pricing.(Figure 2. Retrieved from:https://blog.moneysmart.sg/budgeting/delivery-courier-service-singapore/)3. Ninja Van’s Company IntroductionNinja Van (NV), a privately held company, is the fastest growing last-mile e-commercelogistics company with millions of packages delivered every month. NV's serviceshave already expanded to several countries in Southeast Asia, which includesMalaysia, Philippines, Indonesia, Thailand, and Vietnam in just six years. Thecompany has 2,000 full- time staff and 10,000 full- time drivers across the region(Jagdish 2018).Technology plays a crucial part in NV. NV provides businesses needs with aninnovative technology-based solution to logistics optimisation (Tay, 2015). The
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