The Sun Mountain Company proposes floating shoes to everyone. We plan to launch our product in the United States and Canada first and then expand it to the international market after 2 years.
Mission and Strategy Statements
At the very beginning, Sun Mountain was a distributor of mountain activity related material. We had to change our activity on account of the natural problems (warming up of the planet) and to satisfy the new needs of the consumers. Nowadays, we propose nautical material for water skiing, materials for skin diving, etc. In the future, we can assume that people will use ships and planes for their travels because there will neither be cars nor trains (the world will be covered by water). The company wants to facilitate the everyday life of people with a revolutionary product: Floating shoes.
With an initial bank loan of $35,000,000 and governmental subsidies (about $10,000,000), we plan to make a net profit of $825,750,000 the first year and exceed $3 billion after two years of activity.
2010: Establishment of Sun Mountain in Montreal, Canada. Our company is a company which produces mountain materials. Sun Mountain is a distributor: The company proposes mountain materials such as: skis, ski boots, ski sticks, etc. The price of the products is competitive; the material is of high quality. The target in this market is large: children, adults and old people and the company has adapted its products for all. Sun Mountain is present only is Canada for now.
2012: After two years, Sun Mountain is expected to be number two in the ski boots market: 35% of the market shares. After attaining this success, the activities will be developed: from then on, the mountain wear products range will be expanded. The range of ski materials will be extended and the company will begin to invest more in innovations: snowboards, parabolic skis, snowblades, etc. The company will then be established in the United States and Latin America. Our brand will gradually start becoming known all around the word.
2015: The company by this time will have become an international company established all over the world and known to all. Continental departments will be created. We have decided to increase our management staff with a recruitment policy in 2015. We will broadcast job offers to qualification centres, which will permit us to receive fruitful results. We expect to receive several candidatures of people who will have had a very important experience in management: We not only want to recruit qualified employees, we will really be looking for confident people.
2017: The warming up of the planet will be more pronounced in 2017. Icebergs will be melting at a tremendous pace. In spite of the decline of the market, Sun Mountain will maintain its position as leader in the mountain materials market with 62% of market shares. The company will be realising more investments in the research and development department. Sun Mountain, at this point of time, will recruit an experienced engineer: He will be responsible for analyzing the possible evolution of the market, the needs of the consumers, etc. His survey will serve us in order to recentralize our activity and to develop products corresponding to the needs of the market.
2020: The warming up of the planet, by this time, will be at its peak and the Antarctic will have completely melted. Consequently, there will be no land left. It will be an environmental disaster on account of the ozone effects. The planet will be under chaos, the population will not be organized
[...] We are aware of the problem but we do not have the solution, “floating shoes” can be the solution and they will launch a new market with non- pollutant innovation, specific for nautical equipment. Competition: Presence and potential: Nowadays, competitors are all the distributors of nautical equipments but with our new products, no one will be in competition, because they won't have the technologies because of our patents. Our positioning in the market: We will soon be the leader in the market with the “floating shoes”, it will be the solution for pollution and mobility which will be the main problems of people in 2030. [...]
[...] First, as this product is not well known, we have to launch it in such a way as to touch the largest target, then, it will become hard for our potential competitors to compete with us on our market. Major cost elements: development cost, research, and introduction on the global market. Place: Our product will first be sold in Canada and the United States of America, then, in 2032, we will launch it all over the world. It will be sold in all MOUNTAIN SUN shops, and for the launch, a training course will be offered to our salesmen, in order to enhance their knowledge of the “floating shoes”. [...]
[...] Financial plan Two stages - 2030: SUN MOUNTAIN plans to raise funds by two ways: o Bank loans: $35 million over 10 years o Subsidies from Canadian and American government: $10 million Altogether that comes to a total amount of $45 millions, which will notably allow us to purchase brand new premises and to invest in a revolutionary system of floating shoes. Thus our company will gain an edge with this strategic tool, integrating a very powerful data base management system and many other functions. [...]
[...] We expect to receive several candidatures of people who will have had a very important experience in management: We not only want to recruit qualified employees, we will really be looking for confident people. We want to choose four attractive candidates. They will have to be responsible. The general-purpose is to manage an autonomous team. To be engaged, they have to have all these qualities. - Bruno Guiret, a French senior manager, used to work for GMC Trucks. Despite the fact that Mr. [...]
[...] For a brand new product which aims to revolutionize the market, firms have to choose recognizable slogans, to get a unique style reflecting the firm's image. Ad layout should be simple, and the message has to be easy to understand: we do not want to communicate too many ideas at the same time. After many brainstorming sessions between managers, Sebastian Barge chose this short sentence as main slogan. Floes, the floating shoes. This slogan is short, easy to understand and it gives a feeling of freedom to everyone. [...]
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