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本文第一部分包含文献综述，旨在为进一步分析项目搭建框架。内容包括解释与
项目相关的不同模型和概念，并研究其他作者是如何具体应用的。其后，进行了市场
研究。在此，对本业务的目标客户，即当地建筑行业进行了分析，包括当地的市场需
求，以确定当地市场缺口
之后，通过使用不同的模型，如 SWOT 分析和波特五力分析法，对行业现状、竞
争对手情况进行了整体分析。这些信息是制定企业新业务开发成功战略的基础。 随
后，介绍了执行项目的团队，其法律结构和负责人等情况
接下来介绍了将在项目开发中实施的营销方案。该方案是基于对潜在客户需求，
客户价值观，购买决策等的分析后，制定的战略及解决计划
此后，进行了财务分析，以确定项目的盈利性及是否值得投资。在此，分析了有
关成本，盈亏平衡点，预计现金流量，净现值和内部收益率等全部相关信息。并考虑
到可能的变数和风险等因素，制定了应变预案
最后，给出了本文的主要研究结论，并指出了研究的局限性和未来的研究方向
基于保密原则，本计划中涉及项目开发的企业实名不能被公开。故此，将使用
Acecol 的名称替代其真名
关键词：钢铁业,商业计划,可行性研究
IIAbstract
This project has the objective of analyzing a business plan for a company operating in the
steel sector of Medellin, Colombia. The Company has a business line for distributing steel
products. One of the main products of this line is corrugated bars, which are used by
constructors to reinforce the concrete. The biggest constructors in the city buy the
corrugated bars bent and cut according to their requirements. The Company nowadays is
not offering this service. This project analyzes how feasible it is for The Company to
extend its distribution line by starting offering these services and by this, reach more
clients.
The first part of this project contains a literature review made with the purpose of creating
a framework for the further analysis of the project. This is done by explaining different
models and concepts that are related to this business and studying how they have been
applied by other authors. After this, a market research is developed. Here, the local
construction sector, which is the target of the project, is analyzed as well as the demand
and offer in the city in order to define the gap in the local market.
Afterwards, an overall industry review, which analyzes the current competitive situation in
the sector is made by using different models as SWOT analysis and Porter′s five forces
analysis. The information gathered here, is the base for defining the strategy that The
Company must develop in order to succeed in this new business. After this it is defined the
team that will make possible this project, its legal structure and ownership.
Later, the marketing plan that The Company will implement in the development of the
project is presented. This is based on the analysis of the needs of the potential customers,
what they value, how the purchasing decisions are made and how The Company will
IIIaddress them.
Thereafter, a financial analysis is done in order to define how profitable the project is and
if it is worth investing on it or not. Here, all the information regarding costs, break-even
point, projected cash flows, net present value and internal rate of return, is analyzed.
Possible scenarios, risks and contingency plans are also considered.
Finally, the main research conclusions are presented followed by the limitations of the
investigation and future research directions.
For confidentiality issues, the real name of the company on which this project is developed
cannot be mentioned. This is why, in order to refer to it, the name Acecol will be used
instead.
Keywords: Steel, Construction, Reinforcement bars
IVContents
Acknowledgments.......I
摘要...II
Abstract........ III
Chapter One Introduction ...... 1
1.1 BACKGROUND . 1
1.1.1 The Company ......1
1.1.2 The Distribution Area ......2
1.1.3 Reinforcement Bars .........3
1.2. CURRENT STATUS....... 3
1.3. RESEARCH IMPLICATIONS... 5
1.3.1. Theoretical Implications ..5
1.3.2. Practical Implications ......6
1.4. RESEARCH CONTENTS AND METHODS .........6
Chapter Two LITERATURE REVIEW ......... 9
2.1 Literature Review .........9
2.1.1 Steel Sector definition ...........9
2.1.2. B2B Marketing .........9
2.1.3. Supply Chain Management & Logistics ....12
2.2. MODELS, CONCEPTS AND FRAMEWORKS .....16
2.3. APPLICATION OF THE RELEVANT MODELS/CONCEPTS/FRAMEWORKS.17
Chapter Three THE OPPORTUNITY ......... 23
3.1 THE OPPORTUNITY ... 23
3.1.1 Market Res
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