Entrepreneurial project Individual Project
Дипломная работа - Маркетинг
Другие дипломы по предмету Маркетинг
ials processed by chemical and petrochemical companies comprise certain types of polymers (polyethylene, polypropylene, polystyrene, polycarbonate and some others).
Furthermore, the site logistics is perfect (see Fig 3). The industrial park is situated in the north-west part of the city, within close proximity to Kazan major traffic routes (highways and railway station (incl. railway lines within site territory). The site has convenient access approaches. The Kazan international airport is just 30 minutes away by car.
Fig 3
The last circumstance is of benefit in comparison with both local industrial property complexes and with other industrial parks in Russia (since not every industrial park or building has such a convenient location inside the industrial part of the city).
- Target Market Segment Strategy
According to the real estate consultants data, residents usually chose the premises of any type to lease (office, industrial or warehouses) according to the тАЬclassicalтАЭ model of consumer choice process. The real estate choice presupposes high customer involvement and rational evaluation of all the factors (тАЬthinkingтАЭ rather than тАЬfeelingтАЭ). Little emotionality is possible while choosing the premises for the companys headquarters or back offices, since these belong to the keystones of its future success and profit. The factor, intensifying the rationalist approach of the customer under analyzed circumstances to property choice, is the mentioned novelty of the product (service). A new buying situation (see Graph 3) here presupposes the customers substantial search for the information on the project by means of any available sources.
Graph 3
In order to be a success, a developer ought to create an extremely attractive value proposition for the target customer, which should be based on the objective evidence (the site obvious advantages in comparison to other possible locations). Some of the тАЬHimgradтАЭ Industrial Park surface benefits include lower than the city average rents level, tax remissions, low utilities prices, etc.
Another peculiar feature of chemical and petrochemical industries is that during the companys location decision making process a huge number of technical details should be taken into consideration.
The situation is easier if we deal with small companies, since the Decision Making Unit there may be limited to one person or few ones. In case of medium-sized and large companies, the Decision Making Unit consists of different people, or even companies departments, performing different roles in decision making process.
Thus, the location or relocation decision is generally initiated by the companys top management (which is mostly influenced by public relations media and is driven by brand and prestige); the deciders are commonly engineers and other technical specialists (which are driven by reason); the decision may be influenced by the company marketing or supplying department, which may assess the proximity to the companys partners for the most, etc.
Besides, there exist two time gaps in decision making process:
- a gap between the point when the company realizes the requirement for location, relocation or further expansion and the point when the location decision is made by the company;
- a gap between the point when the location decision is made by the company and the point when the location itself takes place.
The second gap is conditioned by the technical complexity of the industries production facilities. As for the first one, the developers task is to prevent the customers withdrawal from the site, having taken decision in favour of some other location. And this becomes a challenging task, since the time gap may cover several months or even years sometimes. So, to make a bargain, the project developer ought to be able to answer the all departments specialists questions and satisfy all their needs and requirements.
Moreover, the decision making process here takes much more time, and becomes a step-by-step procedure, when the developer has to conduct a successive series of negotiations with different specialist.
When speaking about the second group of our target customers foreign and international companies, we should bear in mind the necessity of keeping the services level to the international standards. Compared to local companies, having no choice of industrial parks in Russia, this group of customers is free to choose from other global locations that is European, Chinese and American industrial parks and technoparks, having industrial premises. The competition on the global market is of a comparatively higher order than at the local one.
Besides, there is another intangible benefit the brand name, the company reputation and some other points of prestige. E.g. the global company presence at the site to a great extent increases its attractiveness for other potential residents. The authority, prestige and influence of the first site resident set the project general tone. At present moment the negotiations with some leading world polymers processors are held and actually their entrance to the site is one of our main aims at the moment, able to increase the further promotional efforts.
The neglected state of the territory presupposes our obvious inability to attract the residents at the moment of the projects initiation. Hence, at the initial stages of the project development the site could not be developed according to тАЬbuild-to-suitтАЭ concept, when the developer holds preliminary negotiations with potential residents, signs binding lease agreements with them and develops the land plots or buildings according to these very residents requirements; it could rather be тАЬspec buildingтАЭ, when no binding lease agreements are signed, and the developer improves the site state at his own expense.
- Market Trends and Growth
To formulate a prospective business plan, we should assess the target market development trends. Russian economy today experiences rapid growth, the number of investment projects grows from years to year, and the corresponding investment amount increases as well. Thus, investment growth in 2007 exceeds 17.4% comparing to the previous year.
The тАЬHimgradтАЭ Industrial Park prospects depends on both real estate and petrochemical markets development trends.
Russias commercial real estate sector is currently the fastest growing in the world and will retain the direction to further extensive and intensive growth. The first one is connected with the increase in premises total square, the forecast of which is presented at Graph 4. The intensive growth comprises the premises quality improvement and their compliance with internationally excepted standards.
Graph 4
As for the chemical industry, in which work our target customers, it also experiences considerable growth at present time. So, the investment in chemical products is 2.6% of total investment in Russia in 2007.
The annual production volume in Russian chemical industry in 2007 amounts to $34.7 bln. (growth rate is 10% compared to year 2006). The corresponding number for the Republic of Tatarstan chemical industry is $3,8 bln. with growth rate at 16% level. According to the analysts estimates, the specified trend will extend for the following five-seven years. So, the growth in chemical industry will provide the growth of our target customers, occupied in chemical business.
- The Proposition
The project developer aims at creating new for the region establishment an institution, providing a juncture of production and service facilities, which intensify the site residents development.
The purpose is to be achieved by means of reconceptualization, reconstruction and redeveloping to meet the state-of-the-art economic conditions requirements.
A suggested positioning statement may be formulated as follows: тАЬHimgradтАЭ Industrial Park is one of the best possible locations for both small and medium-sized companies, providing a comprehensive services range along the entire customer value chain at comparatively low pricesтАЭ.
So, the residents of the industrial park will get a complex product consisting of:
- premises for lease; and
- a range of services provided to residents as an essential and integral part of it.
Generally, the range of services provided to industrial parks residents is much wider than a usual scope of services for other types of leased property. If we speak about the comprehensive range of services, the concept of the тАЬHimgradтАЭ Industrial Park is focused on providing core (directly connected with the residents manufacturing process, such as property management and complex energy supply) and additional services along the whole customer supply chain (see Fig 4).
Our mission is to provide companies in the industrial park with the infrastructure and customer-centric industrial services they need to focus fully on their core business. This circumstance enables to boost the competitiveness of both the industrial park and the tenant companies. We aim at creating favourable conditions (including e.g. tax remissions) for regional petrochemical industry development, by means of combining within one territory research and development, production, marketing & sales and logistics facilities providing a comprehensive range of services along the whole value chain for site residents
Fig 4
The complete technological infrastructu