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[answered] Manulean Business Plan Los Angeles California Table of Cont
Hello Sarahmrkhan!
Hope all is well?
Well first let me say that I should have had you write me a Marketing Plan, not a Business Plan! lol!!! Fortunately for me, there very similar. So anyhow, now I have to submit my final Marketing Plan by 11-28-16. So what I would like for you to do is improve my "Interim Marketing Plan" (See attachment). I also attached critical information on what must be included in the Final Marketing Plan. Please read the "Marketing Plan Clarification" file for instructions on what must be included in the Final Marketing Plan. ?Let me know how many threads i should open after you read the?Marketing Plan Clarification" file. The Interim marketing Plan file is a revised document of what you completed for me already. This is the document that we should add the missing content to. Let me know if you have any questions.
Thank you
Manulean Business Plan Los Angeles
California Table of Contents
Executive Summary.........................................................................................................................3
Business Description & Vision........................................................................................................5
Manulean Business Description..................................................................................................5
How Manulean Business Works..................................................................................................6
Manulean Mission and Vision.....................................................................................................7
Core Values of Manulean.............................................................................................................7
Manulean Vision..........................................................................................................................8
Value Chain Analysis...................................................................................................................9
Primary Activities........................................................................................................................9
Supporting Activity....................................................................................................................10
Definition of the Market................................................................................................................10
Target Market.............................................................................................................................10
Market Needs.............................................................................................................................12
Description of Products and Services............................................................................................14
Service Description....................................................................................................................14
Organization & Management.........................................................................................................16
Situation Analysis..........................................................................................................................17
Macroeconomic Environment Scanning....................................................................................17
Political Factor......................................................................................................................17
Economy................................................................................................................................18
Socio-Cultural Factor............................................................................................................18
Technology Factor.................................................................................................................18 Competition...............................................................................................................................19
SWOT Analysis.........................................................................................................................19
Strength..................................................................................................................................19
Weakness................................................................................................................................20
Opportunities.........................................................................................................................20
Threat.....................................................................................................................................21
Critical Issues.............................................................................................................................21
Marketing and Sales Strategy........................................................................................................22
Value Proposition.......................................................................................................................22
Value to the Customers..........................................................................................................22
Uniqueness of Manulean.......................................................................................................23
Price.......................................................................................................................................23
Competitive Advantage.............................................................................................................24
Marketing Objectives.................................................................................................................24
Marketing Mix...........................................................................................................................25
Positioning.............................................................................................................................25
Product/Service......................................................................................................................25
Pricing...................................................................................................................................26
Promotion..............................................................................................................................26
Place......................................................................................................................................26
Implementation..............................................................................................................................26
Manulean Business Strategies...................................................................................................26
Key Success Factors..................................................................................................................27 Control and Implementation......................................................................................................28
Evaluation..................................................................................................................................29
Contingency Planning................................................................................................................30
Financial Management...................................................................................................................31
Appendices....................................................................................................................................33
Appendix I.................................................................................................................................33
Appendix II................................................................................................................................34
Figure 1..................................................................................................................................34
Figure 2..................................................................................................................................34
Figure 3..................................................................................................................................35
Appendix IV..............................................................................................................................36
Appendix V................................................................................................................................37
Appendix VI..............................................................................................................................38
Appendix VII.............................................................................................................................39
Appendix VIII............................................................................................................................40
Appendix IX..............................................................................................................................41
Appendix X................................................................................................................................43 Executive Summary
Manulean is a lean management consulting company that will provide expertise to companies
looking to benefit from lean tools such as value stream mapping, S.M.E.D (Single Minute
Exchange of Die), Kanban, Kosu, Line QRQC and the implementation of various Kaizen events.
Lean management consulting has become essential for companies wanting to reduce order to
delivery lead time, reduce wastage in manufacturing, realize quality improvements, realize cost
reductions, improve the return on investment and for overall improvement in the business
process. Manuleans? business is relevant to many industries and sectors as we are not limited to
one specific industry. Manulean provides solutions to the problems in the business using lean
management. Mid-size companies are the target customers of Manulean. Various lean consultants focus less on
these companies. Mid-size companies tend to require more lean management and manufacturing
techniques to improve their operations. Manulean has a simple flat organization structure that is
governed by five principle values. Manulean will establish an achievable goal and objective for
every client along with a timeline to measure them. Manulean will acquire a thorough
understanding of client problems. We will develop tailor-made solutions and services to the
problems of our client in an effective manner, establishing a partnership with integrity and close
association with the client and flexible approach to fit the clients? requirements. There are a number of competitors in the market which causes challenges in establishing the
business. Manulean will operate their business in Los Angeles, California. Manuleans? key success factors are the knowledge and expertise of consultants, quality of service, innovative
solution to various customers? problems and network. Manulean focuses on positioning well in
the mid-size market and on creating brand equity.
Manulean charges are as per the industrial standards. Manulean will advertise about them in all
industry specialized reports, industry related magazines, online, personal contact with the
manufacturers with-in the region, website, social media, local business magazine, the local
newspaper, media and news channel advertisement. Manulean nurtures employee recognition because we value our human capital. Our employees
are given unprecedented independence as we encourage employee empowerment. Manulean
expends an extraordinary amount of capital and resources seeking out and recruiting the
brightest, most experienced lean coaches. Manulean targets to generate profit after three years of
business establishment. One of our goals is to increase the number of clients we serve by
expanding our services to various types of industries. This will be accomplished with a focused
marketing strategy that will increase the awareness about our company?s services among various
types of industries. Manulean is a business that will experience growth from advances in
technology and increased competition amongst the various targeted industries. These factors
coupled with the external forces of global competition will result in a higher demand for lean
management consulting services. Business Description & Vision
Manulean Business Description
Manulean is a lean management consulting company that will involve in providing consultation
with value stream mapping, Kaizen events, Kanban, Line QRQC, Kosu and S.M.E.D (Single
Minute Exchange of Die). Lean management consulting has become essential to reduce the
wastage in manufacturing, improving the quality, reducing the cost, improving the return on
investment and for overall improvement in the business process. Manulean is based on certain primary principles and values. They are as follows: Establishing an achievable goal and objective for every client along with a timeline to measure them.
Thorough understanding and studying of client issues.
Developing tailor-made solutions and services to the problems of our client in an effective manner.
Establishing a partnership with integrity and close association with the client.
Flexible approach to fit the client requirements. Manuleans? business focuses on improving the customer?s business by providing a robust
competitive advantage. Manuleans? consulting services focus on reducing waste, reducing the
cost of production, improving the delivery time, all which will result in boosting the profitability
of the company. How Manulean Business Works E n v isio n - V isu a liz in g w h a t is n ex t. Im p le m en tin g a ll fu n c tio n a l
in d u stria l k n o w le d g e to d e v e lo p so lu tio n .
P la n n in g - G a th e r in g a ll in fo r m a tio n fro m th e b u sin e ss to m a k e
su cc essfu l lea n im p lem e n ta tio n .
P a r tn e r in g - M a n u le a n w ill w o r k w ith c lie n t to g e th e r a n d
p ro v id es a ll su p p o r t.
A ssista n c e - P ro v id e o p er a tin g a n d fu n ctio n a l str a te g ic
a ssista n ce to c u sto m er.
D e p lo y in g - M a n u le a n w ill d e p lo y a ll th e n ew c h a n g e s
a sso cia te d w iith le a n m a n a g e m en t in to o u r c u sto m e r s b u sin ess
Im p le m e n ta tio n - M a n u le a n w ill p ro v id e so lu tio n s a n d im p le m en t
th e m in a su c ce ssfu l m a n n e r th a t w ill p ro v id e co n tin u e d su c c e ss . Lean management is essential and mainly used by various manufacturing plants. The
implementation of lean tools is in higher demand in the product manufacturing sector.
Manuleans? business is relevant to many industries and sectors and the needs of our services is
not limited to one specific industry. Manulean provides the solutions to many manufacturing
challenges by implementing the use of lean tools. The targeted market segment is manufacturing
companies that include automotive, aerospace, machinery manufacturing, heavy equipment
manufacturing, all other production units (textiles, accessories, and shoes), information
technology, pharmaceutical companies, etc. Manuleans? goal is to transform mid-size
manufacturing companies using lean management. Manulean will provide step by step
assistance and consultation for successfully implementing lean tools. Establishing strong
partnerships is the key to the success of any consultancy business. Manulean will ensure that they achieve their goal as per the promised time. Manulean will give support to these mid-size
companies post implementation of lean management to ensure that they obtain their desired
result. The fees and charges are flexible and tailor made as per the client. The charges differ with
the size of business, complexity of the process, existing business process, management, and their
requirements. Manulean Mission and Vision
Manuleans? mission is to extend help to the business and organizations with deploying lean
management effectively. This will make the clients highly competitive in their industry. We focus
on satisfying the customer's requirements and ensure that the client obtains the desired results
from such changes. Core Values of Manulean Honesty and Integrity
Respect for all individuals
Adhering to higher level of professionalism
Creating best working environment
Improving the business of Customer?s business.
The customer comes first Manulean Vision
To become the most recognized name and most trusted source for continuous improvement by
means of lean management consultation. Value Chain Analysis Primary Activities
Marketing is the major activity of Manulean, as effective marketing can only attract more
customers for the business. Sales are an important activity for the consulting business. Next
Manulean will focus on designing the project for the client that will include the data collection
pattern and analysis of all pertinent data. Next primary activities include the development of
tailor-made lean management solutions for the customer as per the requirement of the client, then
advising the client about the developed plan to benefit to their company. It is essential to
convince the client and make them understand the plan of Manulean so that the entire team will
extend cooperation with Manulean to implement the plan. Client relationship management is an
important primary activity. Supporting Activity
Recruiting suitable and experienced candidates for the company is the main supporting activity.
Manulean requires resourceful employees that possess refined trouble shooting skills and an in
depth knowledge of the lean concepts because it is essential to understand the problem of the
client and to propose an effective strategy. Technology is another important supporting activity
for the business. Human resource management and leadership and other administrative activities
are essential for supporting the business of Manulean. Definition of the Market
Target Market
The target market is mid-size companies with employees ranging between 100 and 499, a few
small companies on the verge of expansion and some large corporations where the number of
employees is lesser than 1,000. A new survey of small and mid-sized corporations indicates that
84% of the mid-sized businesses whose revenue ranges between $10 million and $150 million
are targeting growth. Similarly, 78% of the small size companies with revenue ranging between
$2 million and $10 million are focusing on the growth of their business (Soergel, 2015).
Following is a table that consists of information about the types of industry that Manulean will
target. The table provides a better insight about the targeted industry in the United States. It
includes the number of firms in each industry, along with the employee range.
Industry type
Mining, Quarrying, and Oil and Gas Extraction
Utilities
Construction
Manufacturing
Transportation and warehousing Companies
1,444
301
5,089
25,899
3,725 Employee size
50<500
100-500
100-500
50-500
100-500 Administrative and Support and Waste
Management and Remediation Services
Total
Source: US Census Bureau, 2016. 8,000
39,369 100-500 It is essential for Manulean to know the size of the target market. There is a high demand for lean
management consultancy. About 3,377 targeted segments of manufacturing firms are present in
the state of California. Therefore, Manulean will start their business operations in California as it
will enable them to attract more clients since there are many potential customers.
Manulean mainly focuses on improving the overall business process of the firms to
decrease the order to delivery time, increase their efficiency, reduce the cost, improve the overall
quality and improve the overall return on investment. Manulean has greater potential and
opportunity in this segment as most of the firms are facing trouble and they are ready to make
investment improvements. This environment provides Manulean with an attractive investment
opportunity.
Alternatively, there are various construction businesses that always focus on reducing their costs
and finding ways to improve upon project deadlines. Implementing lean management in these
business sectors will enable them to gain popularity. There are about 642 construction companies
present in California and targeting them is easy for Manulean. It is another segment where most
of the lean management consulting is not targeting. It is slowly gaining popularity in the globe
(Designing Buildings Ltd, 2016). Targeting this segment will add more profit to the business.
Market Needs
The survey indicated that most of these firms are facing trouble due to increasing material cost,
uncertainties in the economy and ever changing regulations. Source: Soergel, n.d.
Engineering and construction industries face many challenges. There is problems with the
scarcity of resources and technology advancements (PWC, 2016, p. 7). These challenges result in
higher costs and require lean manufacturing and lean management to help find ways to off-set
the higher costs. The implementation of lean tools can handle the changes and growing
difficulties of the future. Various firms are involving in different cost cutting techniques, but at
the same time it will have an adverse impact on the entire industry (Refer Appendix I). Lean
management consultancy will have greater demand as it will provide a better competitive
advantage in improving their performance and boosting their return on investment. Description of Products and Services
Service Description
Value stream mapping is a visual means to depict and improve the flow of manufacturing and
production processes, as well as the information that controls the flow of materials through the
processes. As a management tool, value stream mapping (VSM) is used to: Graphically illustrate, analyze and understand the flow of materials and the information
needed to process them. Unlike process maps that are limited to mapping the sequence of
tasks that are performed to complete a procedure or process, value-stream mapping
provides the means to display the interaction between multiple functions within the
manufacturing process as well as ancillary functions such as production planning,
scheduling, and materials management, etc. The flow of information (communications) and materials throughout the complete
manufacturing or production process. Coordination and in-process materials are common
sources of significant loss in far too many plants. Value-stream mapping provides the
means to visualize and recognize these limiting factors. Highlight problems, inefficiencies and losses within complex systems. Since the value
stream map integrates information and materials flow, as well as the sequence of tasks -including cycle time and lag between tasks -- the ability to identify restrictions,
bottlenecks and all other factors that limit effectiveness and efficiency is greatly
enhanced. Develop and implement countermeasures in a highly visual way that facilitates culture
change within the organization. The entire value-stream mapping process utilizes
graphical depictions of limiting factors that all stakeholders can easily visualize. The
process is also designed to actively involve all stakeholders in each stage. Focus direction for the lean transformation teams, front-line supervision and upper
management towards continuous improvement. Serve as a dashboard to monitor and continuously improve the process. Kaizen Event - Kaizen events are short duration improvement projects with a specific aim for
improvement. Many mid-size companies have a need for improving the business for a specific
order, sudden increase in demand or for a project. It will be helpful for those customers to
accomplish them successfully. Manulean will provide required training to the staffs of customers
in performing kaizen events effectively and will teach them how to apply the techniques for
various short-term events. Kanban - is an inventory-control system to control the supply chain. Problem areas are
highlighted by reducing work in process (W.I.P). One of the main benefits of kanban is to
establish an upper limit to the work in process inventory, avoiding overloading of the
manufacturing system. It is another lean manufacturing tool, and it will enable clients to control
what is being produced by their operations and quality control. Manulean will help the client
with implementing Kanban throughout their processes. This will enable the client to produce
only what is required by their customers. It will improve delivery time, reduce wastage and
improve the overall profitability of the business.
Line QRQC - is a lean approach for quickly getting processes that started producing nonconforming parts, back under control. Manulean will focus on this as it will improve quality.
Line QRQC is essential in facilities that utilize Kanban.
Kosu - It directly measures the productivity of the client. Manulean will determine the number of
labor hours it takes for the company to produce or manufacture a product. It is determined using
the formula number of labor hour multiplied by number of workers and divided by number of
units produced (Graphic Products, 2016). Based on this measure, Manulean will determine the current position and set the future targets for the company. Kosu focuses on improving the
productivity and lowering the cost. It will drastically increase operational efficiency. S.M.E.D (Single Minute Exchange of Die) - provides a rapid and efficient way of converti...
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