Comprehensive Business Plan Report: Laura's Online Store Analysis

This report presents a comprehensive business plan for Laura's online store, focusing on the Romanian market. It begins with an executive summary and introduction to online shopping and e-commerce. The main body includes a vision, mission, and goals for the online store, followed by a detailed market analysis, including segmentation, targeting, and positioning strategies. The report outlines the products to be offered, sourced from Alibaba, and discusses pricing and marketing strategies, including online and offline promotional methods. Distribution and place strategies, along with personnel considerations, are described. Financial projections, including a budget, are also provided. The report concludes by summarizing the key points and includes a list of references used to support the plan.

ONLINE SHOP

EXECUTIVE SUMMARY -
Online shopping is a part of e-commerce that allows the customers to buy products or
services directly from seller through internet. Day by day online shopping is gaining popularity.
The Report is based on business plan for opening online shop that is Laura's online store that
will sell a wide range of products mainly to female.

Table of Contents
EXECUTIVE SUMMARY -...........................................................................................................2
INTRODUCTION...........................................................................................................................4
Business Plan...............................................................................................................................4
CONCLUSION................................................................................................................................6
REFERENCES................................................................................................................................6

INTRODUCTION
Online shop refers to a website through which products or services are being sold to large
number of customer's over the internet. It is very convenient for customers to buy the products
over the internet and it is also beneficial for the owner of firm. Business Project is a document
that provides information regarding the proposed business (Qin, 2017). Alibaba group is an
multinational company that was established in China. It deals in retail, e-commerce etc. The
Report will outline business project for opening a new online shop that is Laura's online store
that will buy products directly from Alibaba web site to sell them to ultimate customers.
MAIN BODY
Business Plan.
Vision The vision of Laura's online store is to operate the business across the whole world.
Mission The mission of online shop is to deliver better quality of products at reasonable price to
targeted segment of customers.
Goals
 One of the major aim of Laura's online store is to increase the sale of products by 10% till
year 2021. Another objective of online shop is to increase the profits by 5% till year 2020.
Market analysis :
It refers to the study of the market to determine the present and future market
attractiveness.
Segmentation
Market segmentation refers to the process of dividing whole market into various
segments. The segments are consist of people that are having homogeneous characteristics. It
helps the marketing manager to develop marketing campaigns to attract customers (McKenzie,
2015). Online shop will segment the whole market of Romania on the basis of demographic
factors, geographic factors, purchasing power of customers etc.
Targeting
After segmenting the whole market, next step is targeting a particular segment of
customers. Under demographic basis of segmentation owner of online shop will target male and

female that belongs to middle and high income groups. Under geographical basis of
segmentation customer's from different cities of Romania will be targeted (Wirtz, J. and
Lovelock, 2017).
Positioning
It is the last step of marketing analysis after segmentation and targeting the customers.
Marketing manager of Laura's online store will make strategies for positioning the brand image
of online shop as well as brand image of the products it will offer to the customer's (McKeever,
2016). It will develop marketing campaigns, promotional strategies for positioning the image of
shop in the minds of buyers.
Products :
Laura's online store will import products directly from website of Alibaba to offer various
types of products to targeted segment of customer's. It will sell products to male and female both.
The range of products will include jackets, girl's dress, sweaters, t-shirts, casual dress, socks etc.
All the products that will be offer to customers are of high quality and at reasonable price. So
that, customers can afford them.
Pricing strategy -
To offer the products of Laura's online store discount pricing strategy will be followed.
Under this, owner will provide discounts, coupons, vouchers to customers. So that, large number
of buyers will buy the products of the shop (Hasan, 2016).
Positioning/Marketing Strategy -
Marketing Manager of Laura's online store will advertise the products of the online shop
through different media. It includes printed media such as brochure, magazine etc. Further, store
will also market its products on social media platforms such as Instagram, Facebook etc. It will
also conduct marketing campaigns (Díaz, Gómez, M. and Molina, 2017).
Distribution/Place -
Distribution means the process through which products of the online shop will distribute
its products like Apparels to targeted segment of customers. The products of Laura's online store
will be sold directly to the customers with the help of sales person. This will help to deliver the
products in short short period. Customers will get their products in convenient way (Camilleri, M
2018).
People -

The owner of Laura's online store will appoint Marketing Manager, they will help to
develop marketing campaigns to attract large number of buyers towards the products of the shop.
Skilled sales personnels for delivering the products to ultimate customers.
Monitoring and Controlling -
Monitoring and controlling means to monitor that all the tasks related with business plan
are within the scope, budget and time etc. So that, project will involve minimum risk. Laura's
online store will implement various tools and techniques to monitor and control the process of
distribution of products to the customers. This will help to ensure the quality of goods. It will
also use techniques like supply chain management, Total Quality Management etc (Agag, G. and
El-Masry, 2016).
Budget
It refers to estimation of total expenditure that will be incurred during a particular period.
For starting Laura's online store, owner will contribute some part of total expenditure and
remaining from loan from financial institutions.
Heading Expenditure in (£)
Cost of purchasing directly from Alibaba 2000
Salary of sales person 1000
Salary of Manager 800
Packaging cost 700
Shipping cost 1200
Total 5700
CONCLUSION
The above Report has outlined business plan for opening a new online shop that is
Laura's online store in Romania. It has described various objectives that store will achieve in
coming future. It has also explained market analysis that has covered segmentation, targeting and
positioning strategy of online shop. It has also explained marketing mix that includes product,
price, promotion, distribution etc.
REFERENCES
Books and Journals -

Agag, G. and El-Masry, A.A., 2016. Understanding consumer intention to participate in online
travel community and effects on consumer intention to purchase travel online and WOM:
An integration of innovation diffusion theory and TAM with trust. Computers in human
behavior. 60 pp.97-111.
Camilleri, M.A., 2018. Market segmentation, targeting and positioning. In Travel Marketing,
tourism economics and the airline product (pp. 69-83). Springer, Cham.
Díaz, A., Gómez, M. and Molina, A., 2017. A comparison of online and offline consumer
behaviour: An empirical study on a cinema shopping context. Journal of Retailing and
Consumer services. 38. pp.44-50.
Hasan, B., 2016. Perceived irritation in online shopping: The impact of website design
characteristics. Computers in Human Behavior. 54. pp.224-230.
McKeever, M., 2016. How to write a business plan. Nolo.
McKenzie, D., 2015. Identifying and spurring high-growth entrepreneurship: Experimental
evidence from a business plan competition. The World Bank.
Qin, P., 2017. Integration in Chinese e-commerce and public policy concerns: An analysis of
Alibaba Group. Thammasat Review Of Economic And Social Policy. 3(1). p.68.
Wirtz, J. and Lovelock, C., 2017. Positioning Services in Competitive Markets. World Scientific.

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