Reflective journal G.

11 by Porpia
List 3 example per trend+business opportunity
1.Economic force
- The strong economy ​= people own a lot of money, so their expense rate is increased.
A large amount of money flow in the economy.
Ex: shoping mall such as central plaza
- The weak economy ​= make people hesitant to spend money because the economic
circumstance might get worse
Ex: street or local food shop
- Unemployment level​ = people will be likely to keep more money and spend less
Ex: burger king people will find a low-wagged job
2. Social force
- Cultural change​ = people will afraid to spend money because they do not know
whether the economy will be better or worse
Ex: clothing shop
- Demographic change ​= people will spend almost all the money that they have been
collecting through their entire life
Ex: Traveling agency: Nippon travel agency
- Migration​ = people will spend money on transportation, carry and delivery
Ex: House moving company: getamover
3. Technology advances
- New technology​ = people will spend their money because they want convenience
and follow society value
Ex: When a new computer release there will be more electronic company or
computer store
- Emerging technology​ = people do not have to spend money on extravagant stuff
Ex: If people use less phone the communication needs to be done by post office

4. Political and regulatory changes

- Change in political arena​= people will not spend their money because they are afraid
of the following consequence.
Ex: Bank
- New laws and regulation​ = people will spend their money because buy anythings to
follow new rules
Ex: Car company

might inspire me to find and housing business. When people own a lot of money they
will either keep it in the bank or keep it in permanent heritage
2. Social force
Ex. migration
15/01/19
2nd Reflective Journal
Pick 5 problem in your life, be specific, and come up with your own business opportunity and
explain how your product/ service/business can help solve these problems
1. Someone prefer using hand bidet
Business opportunity​: moveable hand bidet - It has a bidet spray with small water bag
attached to it. The product is small, light and provide convenience. People can bring
this on their trip.
2. There shows an increasing rate of people eating healthy food and drinks, but normally
they need to go to the mall or market to buy salad or ingredients to make it. It wastes their
time
- Business opportunity​ : Salad machine. It work similarly to the vending machine.
Customer can select sets of salad which contains various vegetable. They can also
choose sauces (Italian, caesar, ranch, french and seafood sauce), and extra options
such as eggs and meat
3. People don’t like cleaning and have a very little time to work on it.
​ Business opportunity: ​Cleaning delivery. Each customer will be able to choose
cleaner from the company or from people who are willing to do and that their location is
close to your house. The working time doesn’t necessarily need to belong. The worker can
be hire only for 2 hours to clean customer’s condo na other places

4. Self-study is boring, so let this enjoyable game help you.

​ Business opportunity: ​SAT/TOEFL Competing game with people from around the
world. Play more and win more, get higher rank. The gamer can choose who to compete
with or let the system randomly select your competitor. As you rank is higher, you will obtain
rewards!!!
dropbox case study
Discuss in your group
- Answer the 3 questions
- Use the recognizing opportunity graph and link it to the case study

The third reflective journal (The shark tank)

“LUNCH BOX YUBO”

The two entrepreneur notice a little problem in school. They said that the typical lunch box
are environmentally harmful because it waste incredible amount of plastic back a year
Uniqueness:
- kids can create their own design
- typical 15-20, 30 no personalization, 40 personalization
- they have 100 retail store
- on the market for four year
- They already invest about 350 dollars of their own money
- The designer was paid 20% of the company and has a 5-1% loyalty pay perpetuity

1. What is their future plan?

- 200-250 thousand dollars
- Expand the chanel
- Photograph on the lunch box
2. If you were VC, do you think this business is worth investing in? Would you invest in
this business why or why not?
Even Though their design is creative and interesting; it might encourage people to be
the boxes the first time they saw it. However, if I were a VC, I won’t invest in this
business because there are a lot of these kind of product in the industry meaning that
it’s competitive, and the amount of royalty that they need to pay the designer is
steep. The product itself except for the design doesn’t really utilizable since it’s a little
bit bigger for the kids to bring with them everywhere around the school. It also has
the same function as a traditional lunch box. Moreover, fashion trend might not last
long in the market given that people taste always change. The biggest problem is
that

Choices
 a) 150k for 20% stake + a 5% to 1% royalty base on sale which drops to 10% if
150k is repaid in 18 months (Supported by Robert and kevin)
b) 150k for 15% stake
c) 150k for 15% stake relatioship in disney and walmart + repaid in 15 months
3. Have you seen something similar product like this before?
Yes, I think that it’s similar to typical lunch boxes that have cartoon on them. The only
different is that their product offers customer an opportunity to personalize their own box.
However, I personally think that only the design sometimes cannot encourage people to buy
stuff.

Reflective journal 4 (in pairs)

pick 3 industries and analyze for the feasibility. Give an example of target market within each
industry that is the right size and explain you answer

1. Diet food industry

- Old
- Late
- Fragmented
- Growing
- Want to have
- Not crowded
- High operating margin
​Target market:​ working men and women consumers aging between 18-50 years old who
love to work out and take care of their body. This is specified for healthy people meaning
that the product can be sold only for a small group of people. Therefore, this business will
not attacked by a big company because it will not make a lot of profit. However, money earn
from running business is acceptable since the product will be sent to people who can afford
a good quality food

2. Cheese tea industry

- Young
- Early
- Concentrated
- Growing
- Want to have
- Not Crowded
- High operating margin
Target market​: customer aging from teenager. The target group is limited only for
people who like sweet and following trend. The big company might not invest in this
business given that the product is not timely and can be sell only for particular group
of people
 3. Lip stick mask
- Young
- Early
- Concentrated
- Must be (for women)
- Shrinking
- Crowded
- High operating margin
Target market : women and high school teenagers. This is an online business, which will not
attract the big company given that there is a lot of competition, and the business isn’t stable

5th Reflective journal (Mcdonald)

Core Strategy

Business Mission Basis of Differentiation

They intend to be customer’s favorite fast - Low price/ high-quality fast food/
food restaurant and their favorite foods and great favor
beverage. They aim to improve on a - Healthy choices
company’s operation and elevating - Local taste/menu
customer experience of variety of delicious - variety of products such as
menu beverage, icecream,fruit box,
vegetarian and non-vegetarian
menu
- speedy delivery
- simple process of cooking

Target market Product /Market Scope

The main customer segments are families,
youngsters,​customers,
- Fast/ Beverage/ Heathy Food
- Started from being family friendly
low cost restaurant(narrow scope for
a customer base and a low cost
strategy.)
- Widen the scope by adding more
healthy option
- appy meal= a slogan begged for by
children worldwide
 Resource

Core competency Key assets

● three stages of intensive growth - human resource = the demand of
strategies: market penetration, qualified workers who receive a
market development, and product training course
development - Strong connection
- market penetration = - restaurants
reaching more customers in
markets where it already has
operations => global
expansion through new
locations
- market development =
establishing new locations in
new markets, where the
company currently has no
operations.
- product development =
developing new products
over time, such as new
McCafé
- look at the quality marketing
idea and plan and customer
service
● Cost leadership involving minimizing
costs
● Quality of the products /service
● Provide convenience to the
customer such as offering them
high-quality Wifi, and an easy
payment
● Valued- service from potential
labour

Financials

Revenue Stream
● Mc Cafe: cold coffee, ice tea, hot serves, McShake
● Non-vegetarian Menu: Filet-O-Fish, Chicken McCurry Pan, McChicken
● Vegetarian Menu: Crispy Chinese, McALOOtikki, Mc Veggie, Pizza McPuff,
Paneer Salsa Wrap
● Toy box
Cost Structure Financing/Funding
- cost driven - Total start up at ​ $958,000 and $2.2
- Low fixed/ high variable cost million,
- Major cost catagories: Salaries, - Capital cost = ​rents, real estate
advertising, Start-up cost, supplier, taxes, insurance,
occupancy - One-time expense = equipments,
Machinery
- Profit from business operation
- Money from franchise agent

operations

product/service channels
● Since Mcdonald is Franchise - Online (​www.mcdonalds.co.th​)
business, it allows franchisee to - Franchisee in several countries/
manufacture all products restaurants
themselves
● Contract with supplier helps in
finding dailry raw materials

Key partners
- Franchise holders
- Supplier
- Affiliates
 Reflective 9

Tagline ​- The world of hippie, the taste of healthy.

This tagline associate with the company as hippie is one of the first to create healthy
food.Organic food and vegetarian diets are all parts of hippie culture. The word hippie also
imply simplicity, uniqueness and independence. Therefore, it matches our company’s
purposes and appearance.
Product attribut map
what is unique or outstanding about your product
-the product is directly aim to use organic ingredients.
-product offer less fat and sugar.
-It is newly introduce to the market.
strengths and weaknesses of the firm
strength:
-use the method of self-service that lower the cost. This cost can be use to develop other
area of the company
-distribute the product through vending machine, easily for the customer to approach.
-newly introduce to the market, instead of competing with other existing company.
-the flavor is unique compare those that exist in the market.
-receive the solid feedback and improve the flavor before launching the real product.
weaknesses:
- only offer healthy product
- flavor only in form of fruit and vegetables.
- only one target market which is those who is health conscious
firm’s rivals.
-​Halo Top's ice cream
strength :
-low calories and high protein
-only 80 calories per serving
- offer multiple flavor, including those that are not simple such as choco mint and Pistachio ​.
weaknesses:
-the price is expensive

-YASSO ice cream

strength :
-the ice cream claimed to contain only 100 calories each
-multiple flavors are presented.
-have its own website
-affordable price of 5 dollar each pack.

weaknesses:
-only sell online.
-the product mainly from greek yogurt, which some might found unpleasant and bad for
people with lactose-intolerance
 Review questions
1) Why is it best to choose the target market and position in the market quickly?
To narrow down the scope to be able to effectively focus on one niche market. Moreover,
choosing target market quickly can help you reduce the cost of resources.

2) What are the 3-steps process for selecting a target market and establishing a position?
- Segmenting the market
- selecting target market
- crafting a uniquepositioning strategy

3) What is market segmentation? How is it done? Why is it important? Give an example.

It’s observing the industry and determine potential target groups, and this process is
necessary because of resources limitation. Segmenting the market will help you use resources
more sufficiently. The market can be segmented by the following aspects: Geography,
demographic, psycho, behavioral variable and product type. For example, Based on
behavioral variable, some people might familiar with one particular brand. People who prefer
Apple will always choose to buy apple, and less likely to purchase on other brands.

4) Why should start-ups target on a niche market and not the entire segment?
To avoid over expenses and to become expert in that focused market not just randomly serve
the entire segment and experience nothing. the big players will steal your ideas.

5) What is a position?
How you estimate your company in the marketplace, and be able to tell how the company’s
product and services is different from the others.

6) Find 10 taglines and also indicate which company it’s from. (Ex. Nike à Just Do It)
- Casper ​: The Best Bed for Better Sleep
- Lush ​: Fresh Handmade Cosmetics
- M&M: "Melts in Your Mouth, Not in Your Hands"
- Lay's: "Betcha Can't Eat Just One."
- The New York Times: "All the News That's Fit to Print"
- Maybelline: "Maybe she's born with it. Maybe it's Maybelline."
- Audi: "Advancement Through Technology"
- Dunkin' Donuts: "America Runs on Dunkin'"
- Meow Mix: "Tastes So Good, Cats Ask for It By Name"
- MasterCard: "There are some things money can't buy. For everything else, there's
MasterCard."