Title

Strategic management

Date of Publication

1994

Document Type

Dissertation/Thesis

Degree Name

Master of Business Administration

College

Ramon V. Del Rosario College of Business

Department/Unit

Decision Sciences and Innovation Dept

Abstract/Summary

This term paper presents an application of strategic management princiles in a small business, specifically a new optical clinic which will be located in Novaliches town proper.The main objective is to start a new optical clinic that will achieve net sales of at least P600,000 during the first year of operation. The owner aims to increase net sales by 15 percent on the second year and 20 percent during each of the succeeding three years. A net profit margin of at least 40 percent is expected after five years and thereafter.Start-up costs and annual expenses are estimated to be P318,000 and P245,100, respectively. Using a five-year cash forecast, the resulting net present value is P112,456 at 40 percent test discount rate the internal rate of return is 55.3 percent.The recommended strategies to attain the objectives of the proposed optical clinic are as follows:(1) Market penetration - grabbing the market share of competitors through greater marketing efforts such as personal selling and advertisements (2) Market development - introduction of optical products and services to industrial companies (3) Product development - enhancement of main products (lenses and frames) by accessories such as chains, sports band, clip over, tools, cleaner, etc. (4) Integration strategies - forward integration by operating a laboratory equipment for processing of eyeglasses, and backward integration through importation of frames and sunglasses from Hong Kong and Taiwan.

Abstract Format

html

Format

Print

Accession Number

TG02300

Shelf Location

Archives, The Learning Commons, 12F Henry Sy Sr. Hall

Physical Description

29 leaves

Keywords

Strategic planning; Optical trade

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