Increasing Sales Revenue by Updating the Bangbi Baby Bottle.doc

Increasing Sales Revenue by Updating the Bangbi Baby Bottle Submitted by (Please write your own name here) Student ID number (Please write your Student ID here) Supervised by (Please write your supervisor’s name here) A paper submitted in partial fulfillment of the requirements of the degree of Bachelor of Arts The Institute of Online Education Beijing Foreign Studies University 摘要 邦比有限责任公司于1993年在深圳筹建并于1994年将总部设在北京。该公司是专业的生产和经营婴儿奶瓶的公司，其产品专供美国市场，并在北美市场中占有5-10%的婴儿奶瓶的销售市场份额，个大超市都有出售邦比奶瓶。近期，公司的销售额呈直线下降趋势，市场分额不断缩小。本文通过行业分析和客户需求分析，发现美国奶瓶消费者对婴儿奶瓶的要求也越来越高，尤其是年轻母亲们对更便捷产品情有独衷。公司目前的产品不能适应在微波炉及其他新型加热电器中使用，2009年第一季度的销售额下降了3%。要提升销售额，公司需要在充分的调查研究的基础上对产品进行改进。通过市场调查和可行性分析将目前公司的奶瓶改造成带有温度感应器的“邦比儿安”奶瓶，并在材料选折上采用硅胶材料替代原有的塑料材料。销售额上升23%，市场占有率提高到8%整个项目始于2009年6月，为期一年将于2010年5月结束。项目分为三个阶段：1. 通过对公司及产品现状的分析，以及SWOT，客户需求分析，进行问卷调查和前期的实验室研发，确定该项目实施的可能性及项目的目标2. 拟定具体步骤和内容。项目执行期间进行全程跟踪和监控,使项目得以顺利地按计划执行。3、对程序进行使用和改进，并对项目进行评估。检查其是否达到了预期的设想和目标。 从产品改进项目的实施前后效果看，客户量的增加及销售数据显示该项目达到了预想的效果，实现了利润和市场份额的双丰收。 此项目的实施不仅给公司带来了利润，同时对全行业来说是一种提升，产品年得到了更新换代，在全行业中是一不小的变革。 关键词：婴儿奶瓶; 收益; 市场份额; 产品改进 Abstract This paper gives a detailed picture to increase Bangbi’s revenue through product updating. Bangbi, Inc. was conceived in Shenzhen in the year of 1993 and its headquarter was established in Beijing in 1994. The company’s primary line of business is the design and manufacture of Bangbi feeder-bottle for exporting in American market. Nowadays, as the microwave oven and other modern cookers widely used in family, the traditional Bangbi feeder-bottle was less popular with oversea customers, especially less attractive for young mothers who are very busy and request for more convenient feeder bottles. In order to increase the sales revenue, based on industry analysis and customers needs and wants analysis, it is necessary to update the exist baby bottle to a new type one equipped with a temperature indicating deviceBangbi Safe Bottle and take place the health material-silica gel to PC material. Also a well designed promoti