摘要
ALSERVICE 是一家服务公司，致力于为 ALMETAL 公司提供技术服务和安装服
务。这家公司的创立是为了给 ALMETAL 的产品提供附加值并填补缺口。目前
ALMETAL 公司制造产品并通过分销商和零售商进行销售，因此工厂和终端客户之
间的联系为零。本计划的目的，除了为 ALMETAL 创利及树立良好的企业形象外，
还将与终端客户建立直接关系，并通过 ALSERVICE 为公司带来客户忠诚度

2Abstract
ALSERVICE will be a service company, dedicated to provide technical service and
installation service to ALMETAL Company. The creation of this company is in order to
give a value added to ALMETAL products and close the circle. Nowadays ALMETAL
manufacture products and sell them through distributors and retailers, so the connection
between the factory in this case ALMETAL and the final client is zero. The aim of the
project apart from earning money or creating a good image for ALMETAL products is to
have relationship with the final customer and create loyalty through ALSERVICE.
Keywords: value added, service, costumer insights
3Contents
Acknowledgments .........I
摘要.....II
Abstract...........III
Chapter One Introduction .........5
1.1 Background ........ 5
1.2 Current status ..... 6
1.3 Research implications...... 8
1.4 Research contents and methods10
Chapter Two literature review.15
2.1 Literature review........... 15
2.2 Models/ concepts / frameworks and application 25
Chapter Three The opportunity ...........34
3.1 The opportunity 34
3.2 Industry analysis ........... 44
3.3 Strategy46
3.4 Ethics and sustainability47
Chapter Four The company and the team ........49
4.1 Legal structure .. 49
4.2 The management team . 51
Chapter Five Marketing Plan ...54
5.1 Identification of customers........ 54
5.2 Number of potential customers and potential sales revenues ..... 55
5.3 Requirements of various customer segments ..... 55
5.4 Appropriate sales and promotion approaches .... 57
5.5 Analysis of how purchase decisions are made and how this behavior can be change ....... 58
5.6 Customer price sensitivity ......... 59
5.7 Cost of acquiring and retaining customers.......... 60
5.8 Strengths and weaknesses of competitors and ways that competitors are likely to react
when the company enters to the market..... 62
Chapter six Operating and financial plans ........64
6.1 Conversion of inputs into outputs that customer value... 64
6.2 financial plan .... 67
Chapter Seven Conclusion ....... 72
7.1 Main research conclusions ........ 72
References......75
45
Chapter One Introduction
1.1 Background
Nowadays I am the president of Almetal S.A., an Ecuadorean company stablished in
Guayaquil city 25 years ago. Its core business is to manufacture construction related
products: water heater tanks, water pressure tanks, kitchen sinks, wheelbarrows and roof
sheets.
In the last two years Ecuadorian market shrink as a cause of the economic crisis, but the
sales of Almetal increase almost a 40%, due to the import restrictions, which benefit the
local industry. Therefore, we decide to improve the quality of products and start to give
warranty in order to have a competitive advantage form other local suppliers and imported
products.
After our brand start to be perceive as good quality and recognize for the warranty service,
the demand for our products increased, specifically on water heater tanks. Almetal’s main
clients start to demand for technical service. However, they are not just demanding for
technical service as something goes wrong, but started to deman
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