Feasibility Study of Joyoung Soybean Milk Maker for the Elderly

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1、Feasibility Study of Joyoung Soybean Milk Maker for the ElderlySubmitted by Liu HaibingStudent ID number 071013110009Supervised by A paper submitted in partial fulfillment of the requirements of the degree of Bachelor of ArtsThe Institute of Online EducationBeijing Foreign Studies University北京外国语大学网

2、络教育学院学士学位论文诚信声明本人郑重声明： 所呈交的学士学位论文，是本人在导师的指导下，独立进行研究工作所取得的成果。论文所涉及的项目为本人亲自负责或者参与实施的项目。除文中已经注明引用的内容外，本论文不含任何其他个人或集体已经发表或撰写过的作品成果。本人完全了解本声明的法律结果由本人承担。学士学位论文作者签名： 刘海兵日期： 2010 年 05月 21 日摘要九阳股份有限公司（以下简称九阳或公司），前身为山东九阳小家电有限公司，成立于2002年7月，2007年9月正式改制为股份公司。九阳是一家专注于豆浆机领域并积极开拓厨房小家电研发、生产和销售的现代化企业，现有员工两千余人，平均年龄不超过

3、30岁。目前九阳已形成跨区域的管理架构，在济南、杭州、苏州等地建有多个生产基地。九阳一直保持着健康、稳定、快速的增长，近五年平均增长率均超过40%，现已成为小家电行业著名企业，规模位居行业前列。九阳豆浆机已成为豆浆机业内第一品牌，市场份额占70%以上随着一批如美的一类的强有力的竞争者进入豆浆机行业，九阳豆浆机面临着前所未有的挑战。其市场占有率一路由90%以上下滑到70%左右。为进一步开拓市场，广辟客源，九阳决定研究细分市场，抢占包括老年人市场在内的细分市场。本论文通过对目标客户的分组问卷调查、SWOT分析法等研究方法寻找豆浆机在老年人市场内的消费潜力。通过对老年人市场的消费潜力的研究，以及对目

4、标市场对豆浆机的认知度调查，仔细评估了豆浆机老年人市场的潜力。通过仔细地比较分析，本论文得出结论，豆浆机在老年人群体中有着广泛的认同度，而且随着社会的发展，在老年人消费水平的提升以及子女对豆浆有益老年人健康的认同度提升的双驾马车的拉动下，豆浆机在这一细分市场中的潜力将越来越显现出来。关键词： 豆浆机 ；老年人 ；消费AbstractJoyoung Corporation Limited, whose predecessor was Shangdong Small Consumer Electronic Products Co. Ltd, was founded in July, 2002, a

5、nd in Sep. 2007 Joyoung made it as a joint stock company. Joyoung Co. Ltd, with over 2000 employees of no more than 30 on average, is a modern company which specializes in the design, production and sales of kitchen appliances. At present, Joyoung has adopted multi-area management with production ba

6、ses in Jinan, Hangzhou and Suzhou.Joyoung has kept healthy, steady and rapid growth at an annual average rate of 40% in recent five years. As a famous producer in the field of small household appliance, Joyoung has ranked ahead with its production scale, holding 70% of the market share.With the emer

7、gence of some powerful competitors such as “Midea”, Joyoug is facing unprecedented challenge. The market share slipped from 90% to 70%. In order to further expand the market and customers, Joyoung has decided to focus the objective of the research on the market segmentation, and seize the market of

8、the elderly.This thesis attempts to find out the elderly consumption potential by means of the questionnaire-based survey for targeted customer and SWOT. The assessment of this research is based on the intensive study on the elderlys consumption potential and their brand awareness of soybean milk ma

9、ker.With a careful comparison and analysis of the collected data, it is safe to reach a conclusion that soybean milk maker was recognized widely in the elderly group. With the development of the society and the rising level of the consumption, as well as the youths awareness of the benefits of soybe

10、an milk, the feasibility of developing soybean milk maker for the elderly is rather practical.Keywords: Soybean milk maker, elderly, consumptionTable of Contents1. Introduction62. Problem Identification and Analysis72.1 Problem72.2 Problem analysis72.2.1 Situation Analysis of Joyoung Co., Ltd72.2.2

11、Needs Analysis of soybean milk maker for elder92.2.3 SWOT Profile93. Project Objective and Hypothesis103.1 Project Goal and Objective103.2 Project Hypothesis104. Project Rationale115. Project Design115.1 Activities with time-scale115.2People involved and responsibilities145.3 Costing145.4 Risks anal

12、ysis155.4.1 People related155.4.2 Time related155.5 Management and control156. Project Implementation166.1.General introduction of time, place of projectimplementation166.2. The working steps of implementation166.3. Monitoring167. Results and Discussion177.1 Results177.2 Data Analysis207.2.1 The pre

13、vious problem analysis207.2.2 Records of the implementation of project207.2.3 Customers feedback207.3 Discussion217.3.1Research summary217.3.2 Directions for further research218. Conclusion22Bibliography23Appendix I.24Appendix II:26Appendix III:28Feasibility Study of Joyoung Soybean Milk Maker for t

14、he Elderly1. Introduction Joyoung, the inventor and leader of soybean milk maker, spent fifteen years in training people to awakening the public to the culture of soybean milk. And it had monopolized the soybean milk maker market for the past fifteen years. As groups like Midea, a class of powerful

15、competitors joined into the soybean milk industry, Joyoung Soybean milk maker is facing unprecedented challenges. Its market share downed from 90% to 70%. To further develop the market and broaden customer base of segments Joyoung decided to concern more about the market segmentation and seize the m

16、arket of the elderly.With the prepared survey on the target customers, SWOT analysis and other research methods this paper intends to find out the consumption potential of the elderly. The writer has been in the planning department in Hangzhou Joyoung Small Home Appliances Co., Ltd for years. Now th

17、ere is a project that the company needs to develop the soybean milk maker for the sub-groups. So the writer decided to make it as a subject to investigate the feasibility of the soybean milk maker for the elder.According to the National Bureau of Statistics, in 2000 the population over 60 years of a

18、ge in China has reached 132 million, 10% of the total population, population aging in China has entered the ranks of the country. It is estimated that by mid-century, Chinas elderly population will reach about 400 million, about a quarter of the total population. The process of population aging in d

19、eveloped countries than Chinas aging population presents a large population base, growing faster, a significant aging trend, regional differences are significant, aging ahead of the socio-economic development and so on. As an important part of the modern population, the spending power of the elderly

20、 will occupy a very large proportion. Joyoungs development project in this market segment is conducive to further promotion of the influence of Joyoung Soymilk maker.2. Problem Identification and Analysis2.1 ProblemJoyoung has taken the lead in the field of small household appliance for years. Howev

21、er, there are so many new companies join the industry. n recent years, there appear some forceful competitors such as Midea and Supor. They snatch the market space and increase the competition in the industry. Consequently, the market share of Joyoung in soybean milk maker market slipped to 70% from

22、 90% in 2009. In order to develop the new market space, Joyoung decided to switch the strategic center to the sub-groups. And the writer is assigned to take charge of the tasks aiming at the elderly.In order to find the feasibility of the soybean milk maker for the elderly, the writer thinks that it

23、 needs to have a better clearing what the elderly needs and how they might benefit from this specialized maker. An insight into the elderlys health state, their life as well as their hobbies might ensure the company a large group of potential customers.2.2 Problem analysisTo better understand the pr

24、oblem of the new product, the writer conducted a SWOT analysis, comprised of a situation analysis of Joyoung soybean milk maker in general, a needs analysis of the key factors concerning the product, and a SWOT profile summarizing Joyoungs business on the new products advantages and disadvantages. 2

25、.2.1 Situation Analysis of Joyoung Co., LtdPhysical resourcesJoyoung Company Limited was founded in 2002, which was reorganized from Shandong Joyoung Electric Appliances Co., Ltd in September, 2007. Joyoung now mainly has three production bases in Jinan (Shandong), Hangzhou (Zhejiang) and Suzhou (Ji

26、angsu). The first soymilk maker has been invented by Joyoung in 1994. After many years rapid development, now Joyoung has become one of the most famous brands in the field. As their featured product, Joyoung Soymilk Maker has been always leading the field with a market share of more than 80%. It is

27、the largest designing and manufacturing base of soymilk maker in the world. By now, Joyoung Soymilk Maker has obtained more than 200 patents. Joyoungs marketing network covers around the nation, extending to many countries in North & South America, Southeast Asia, such as Japan, USA, Singapore, Indo

28、nesia, Thailand and so on. Human resourcesJoyoung has more than 4000 employees on the nationwide. Half of with over bachelors degree worked on improving R&D capability, brand-building, quality control, and increasing customers Satisfaction Degree. Besides, an effective marketing team with more than

29、500 people works for Joyoung. Financial resourcesJoyoung released 2009 annual report on March 27. Its revenues in 2009 reached 4.64 billion with an increase of 7.24%. Its operating profit was 732.72 million in 2009. Joyoung continues to increase R & D investment, which reaches 100 million, an increa

30、se of 80%, and actively carry out technological innovations. Apart from that, Joyoung also increased the sales terminals, brand investment.PEST analysisChina has a stable political, economic, and social environment. There is a growing pursuit of quality of life. People prefer foods which are green,

31、nature and healthy. DIY food becomes the favorite of many Chinese. Joyoung automatic soymilk maker is designed to meet this new trend of life.Soymilk culture has enjoyed a long history in China, which is particularly popular among the elderly. Thus it is easier to encourage the purchase of soybean m

32、ilk maker.2.2.2 Needs Analysis of soybean milk maker for elderA market research project looking for factors affecting elder client must be done. The goal is to find out what sort of information about customers would be considered crucial.First, a questionnaire was designed covering all details of el

33、der life. Then 3000 copies were distributed to 30 Joyoungs networks on 10 cities. The headquarter will help to do the work. In about three weeks, all copies were returned to the planning department. They were sorted according to the project team and then analyzed.The results showed that over 60% eld

34、ers have ever had the soybean milk. And more than 80% of them believe that soybean milk is good for health. There are also about 30% younger who would like to buy a electric Appliance for elders instead of foods.2.2.3 SWOT ProfileBased on the results of situation analysis and needs analysis, the wri

35、ter came up with the following SWOT profile: StrengthsWeaknessesBrand awareness in the fieldExperience R & D teamNetworks Elder types of makerStrong opponents like MediaLow entry threshold for rivalsOpportunitiesThreatsIncreasing demand for green, natural and healthy lifeIdentify with soybean milk c

36、ultureMilk crisis in 2008Send gifts with health Over 132 million aging peopleNew rivals have advanced idea in soybean milk makerLow consuming ability of elderLoss of engineers and customers to rivalsJoyoungs ultimate goal is to overcome the first weakness, namely to stop the decline of market shares

37、. To achieve this goal, Joyoung needs to deal appropriately with all of its weaknesses as well as some threats. If Joyoung can make good use of its strengths, grasp the purchasing intentions of elder, avoid the threats, and overcome its weaknesses, the soybean milk maker for elder will be inevitably

38、 successful, and its business will definitely improve.3. Project Objective and Hypothesis3.1 Project Goal and Objective The existing problem is that Joyoungs market share was grabbed by the rivals day by day. The goal of my project is to find the business opportunity of soybean milk maker on the eld

39、erly. The objectives are not only to investigate what are the elders needs, hobby and so on, but also to find what the soybean milk will take to the elderly.3.2 Project HypothesisStatistics has shown that there are over 132 million people who are older than 60 in China, and the ratio will achieve a

40、quarter at the half of this century. And the iatrology has proved that soybean milk is extremely beneficial to elders health. If Joyoung successfully develop its operation of soybean milk maker for elder in this field, there is bound to be a considerable rising in the number of customers. It is hypo

41、thesized that the turnover of Joyoung will be increased and the market share on the field must rise again. 4. Project RationaleModern medical research shows that consumption of a variety of soybean milk can help reduce cholesterol, prevent atherosclerosis. The physical weak, elderly and people with

42、allergies can increase the free amino acid in the blood, so allergic symptoms recur with drinking soybean milk regularly. People who drink soybean milk regularly are less likely to suffer down a variety of human gastric cancer. The reason is that certain proteins in milk have anti-cancer effect.A la

43、rge number of the elderly population is familiar with soy milk. Their favorite is soy milk, and identify themselves with milk culture. They are one of the most promising market segments in the soybean milk maker field.According to the National Bureau of Statistics, in 2000 the population over 60 yea

44、rs of age in China has reached 132 million, 10% of the total population, population aging in China has entered the ranks of the country. It is estimated that by mid-century, Chinas elderly population will reach about 400 million, about a quarter of the total population. As an important part of the s

45、pending power in the modern population it will occupy a very large proportion.Joyoungs plan to develop old machines in this market segment is conducive to further promotion and strengthen enhancement of the influence of Joyoung soybean milk maker.5. Project Design5.1 Activities with time-scaleA seri

46、es of activities planned to take:1) To form a team. 2) Gather the data from the library and internet. 3) Sign contract with a market research company.4) Design the investigation plan5) Invite some customers.6) Prepare some gifts for the customers. 7) Run the investigation plan with the market resear

47、ch company.8) Arrange and analyze the data.9) Complete the feasibility report.These activities should be arranged in a sequence of follows:First of all, I must form a 5-person team. Then, we can work for the plan together. Three will gather the data from the library and internet; One person and I wi

48、ll sign contract with a market research company. And then we will design the investigate plan with the company. After that, the research company will invite some customers randomly. And we should prepare some gifts for the customers. And then the company will run the investigate plan with us.After t

49、hat we will arrange and analyze all the data included from the interview. In the end, we shall complete the feasibility report, and send it to the decision makers.It will take half and a month to implement the project when it has been approved. And the Activity Flow Chart with time-scale can show ho

50、w these activities are arranged.Week 5Week 4Week 3Week 2Week 1Week 6Run the investigate plan with the market research company.Design the investigate plan.Sign contract with a market research company.Invite some customers.Complete the feasibility report.Form a team.Prepare some gifts for the customer

51、s. Arrange and analyze the data.Gather the data from the library and internet5.2People involved and responsibilitiesOn the team, five persons will work for the project. I, the team leader, take charge of this project and assume the responsibility of monitoring and evaluation of the whole project. In

52、vestigating assistant-Yuan will be in charge of the interview. Structure engineer-Fan will gather the new structures which are used in machine for elders. Industrial designer-Liu will arrange the design information for elders. Plan assistant-Zhang will gather the products information for elders on t

53、he market and the information about nutrition which is availability to the elders.5.3 CostingFour kinds of costs should be considered and they are:Cost of staff: Six weeks overtime wage for the team would be RMB 35,000.Cost of market investigation:These include the costs of things like the fee charg

54、ed by the market research company， gifts for the customer, travel expense. It would be RMB 25,000.Market research company20,000Gifts2,000Travel expense3,000Cost of gathering information:These costs include the charge for needed resources and travel expense. It would be RMB 3,000.Charge for needed re

55、sources 2,000Travel expense1,000Contingency allowance: Contingency costs are estimated as 5% of the total cost. It would be RMB3, 150.TOTAL COST OF PROJECTTravel expense4,000Market research 22,000Library 2,000Staff35,000Contingency allowance 3,150TOTAL COST63,1505.4 Risks analysisBefore putting the

56、plan into practice, I find that the following problems might affect the successful completion of the project. These risks generally fall into three categories.5.4.1 People relatedWhile this project is in planning, there is only one person on each post. Obviously, if one of us falls sick and cannot f

57、ulfill ones work, and then my project might be delayed quite seriously.5.4.2 Time relatedThe information gathering and the market interview might need more time than schedule. This delay will cause problems for the project.5.5 Management and controlSince its impossible to eradicate all these risks,

58、I have thought of three measures to control and manage these risks.Try to avoid the risks, i.e. to prevent the dangers from happening, for example: We can invite more engineers standing by for the project. Prepare alternatives beforehand in case the dangers actually happen, for example: We can conta

59、ct two or more market research company at first. Set aside a 5% of the total budget as contingency allowance to take account of the unexpected risks.6. Project Implementation6.1.General introduction of time, place of projectimplementationMy project implementation was conducted during April 5th, 2010

60、 to May 14th, 2010. Most of those design and construction of the project was taken place in Hangzhou factory.6.2. The working steps of implementationIt will take six weeks to implement the project when it has been approved.By the end of Week OneForm and run a team for the project.By the end of Week

61、TwoGather the data from the library and internet. Sign contract with a market research company.In Week ThreeDesign the investigate plan.By the end of Week FourInvite some customers.Prepare some gifts for the customers. By the end of Week FiveRun the investigate plan with the market research company.

62、Arrange and analyze the data.In Week SixComplete the feasibility report.6.3. MonitoringIn order to see whether my project is going on as planned while it is in progress, I adopted some methods when monitoring the whole process.First, I adopt a very good tool- project framework for me to monitor the

63、project (Appendix 2). I referred to it regularly to check whether things were happening in the planned way.Second, at the same time, I also used the flowchart I produced for the time-scale of activities to monitor the project. This helped me to see, not just whether things are happening on time, but also what the effects of a delay might be and what will now have to change as a result. 7. Results and Discussion7.1 ResultsIncreasing consumption levels of elderlyAt the end of 2004, the Chinese elderly population aged 60 and over reached