工商導(dǎo)論-1-5-run-your-own-business-6-10-課后題

Chapter1SettingUpaBusiness

Inwhichfieldwillyousetupyourbusiness?

Withthedevelopmentofthescienceandtechnology,manytraditionalgoodshavebeendisplacedbyelectricalapparatus.Almostlywedoanythingbyusingelectricity,suchaselectriccookers,cellphones,computersandairconditioners.Westronglyrealizeitwhenthere’ssomethingwrongwithelectricity.SoIwanttosetupmybusiness,buildingasupermarket,inthefieldofelectricalapplianceandelectronicgoods.

Willyourbusinessbeasoleproprietorship,apartnership,oracorporation?

Mybusinesswillbeasoleproprietorship.Theadvantagesofsoleproprietorshipsaremanyfold.Thefollowingaretheirmajorappeals.

Firstofall,it’ssimpletoestablish.Justpayasmallfee,getthenecessarystateandlocallicensesorpermits.

Secondly,it’smorefreerindecision-making.Asasoleproprietor,Icanmakemyowndecisionsonbusinesspoliciesandoperations,suchasthetypeofgoodsorservicesIwanttoofferatthepriceIfeelappropriate.

Thirdly,it’seasytokeepoperationalandfinancialsecrecy.Idon’thavetoreporttoshareholdersorboarddirectors.

Fourthly,it’slesstaxburden.Thetaxratesforsoleproprietorsareoftenonlyhalfofthoseforcorporations.

Lastbutnotleast,it’sexclusiveuseofprofits.ifIworkhardandmakeasmallfortune,Icantakealltheprofitsanddon’thavetosharethemwithanyoneelse.

Chapter2Marketing:AnOverview

Howwouldyourbusinessofferadvantagesovercompetitivefirms?

Theadvantagesofmybusinessaremanyfold.Thefollowingarethemajorappeals.

Guaranteedauthenticgoodsofhighqualityandreasonableprice.Theelectricalapplianceandgoodsweofferareofhighqualityandreasonableprice.Anysecond-handgoodsorcopycatcellphonescannotbefoundinmymarket.wesellguaranteedauthenticgood.

Somepromotionalactivities.Wecanoffersomekindsoffreegiftswhenconsumersbuymygoods.Iftheyconsumeacertainamountofmoney,theycanregisterformembershipcards.

Betterafter-saleservice.Wewillofferbetterafter-saleservicefreeofchargetoensurethesatisfactionofmyconsumers.

Doesyourbusinesshavefactorswhichcouldmakeyourrevenuelowerorexpenseshigherthanwhatyouexpect?

Lowreputationofanewbrand.Mybusinessasanewcomertothisfieldlackshighreputationandbrandeffect,therearenotmanyconsumersatfirst.

Multilevelmarketing.MLMhasbeenpopulararoundthewouldinsellingawidevarietyofproducts.Hundredsofdownliners,thecommissionscanbequitesizable.

Supermarketsarelargestoresfeaturinglowprices,self-serviceandfastmovingmerchandisesuchasgroceries.

2.Couldyourproductsbedistributedmoreefficientlyandatlowercosts?

Myproductscouldbedistributedmoreefficientlyandatlowercosts.We’llrepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.

Andhomeappliancesandelectricalgoodscanbesolddirectly,whichinvolvessellingtoconsumersintheirhomesorworkplaces.Thisapproachcanfullydemonstratethefeaturesoftheproductsandenabledirectandone-to-oneconsultationtoprospectivebuyers.

Alsoconsumerscanbuymygoodsinmysupermarket.Somyproductscouldbedistributedmoreefficientlyandatlowercosts.

Whetherthecostofdistributionofyourproductswillbeaffectedsubstantiallyifpriceofutilitiesortransportationgoupbyabigmargin.

Thecostofdistributionofyourproductswillbeaffectedsubstantiallyifpriceofutilitiesortransportationgoupbyabigmargin.Thenumerousfunctionstheutilitiesortransportationperform,physicaldistributionaccountsforalmost30%ofthetotalcostsofmarketing,ifpriceofutilitiesortransportationgoupbyabigmargin,thecostofdistributionofyourproductswillbeaffectedsubstantially.

Chapter5Promotion

Describethepromotionalmixforyourproducts.

Advertising:productadvertisingandinstitutionaladvertising.

Internet.We’llrepresentmygoodsontheInternetbysettingupvirtualstores.Myconsumerscanmakeinquiries,checkspecifications,compareprices,placeordersandmakepayment,allthroughtheInternet,thusmakingmygoodsshoppingmuchefficientthanthetraditionalmodes.

Newspapersandtelevision.Putmygoods’informationonthenewspapers.ADsinthenewspaperscanbeclippedandsaved,alsotheyarelowincostandcanbepreparedandplacedwithinminimumtime.Televisionscanreachavastcaptiveaudienceofalltypeswithcolorfulandeye-catching.

Outdoorsalespromotion.Billboards,posters,tradeshowpublicityandelectricdisplaysarethemajorformsofoutdooradvertising.

Estimatetheamountofmoneythatwillbeallocatedforpromotionduringthefirstyear.

Wewillspend30%ofthemoneyonadvertisementsonthenewspapersInternetandtelevisions.Then40%ofthemoneywillbepayedforthesales-promotion,especiallyoutdoorpromotion,suchasbillboards,posters,tradeshowpublicityandelectricdisplays,toincreasecustomerawarenessandthesalesofafirm’sproductorservice.Allofthesalespromotioncanreachavastcaptiveaudienceofalltypeswithcolorfulandeye-catching.

Chapter6MoneyandBanking

Ithinkplasticmoneyisreallymoney.Moneyisakeyelementineconomicandbusinessactivitiesandhasbeenthethemeofmanywittyremarks.Tous,moneyisnothingbutthecurrencyofacountry.Toeconomists,moneyisasubjectforstudyand,forsomethingtobemoney;itmustatleasthavethefollowingcharacteristics:portability,divisibility,stability,durabilityandacceptability.

Firstofall,moneymustbelightinweightandeasytocarry.

Second,itmustbeeasilydivisibleintosmallerpartswithafixedvalueforeachunit.

Third,moneymustbestableinvalue,andthisisbestunderstoodintimesofinflation.

Fourth,moneymustbeabletostandthewearandtearofrepeatedtransactionsduringitslifeincirculation.

Last,formoneyofacountrytofunctionatall,itmustbemadelegaltenderforthatcountrybyitsgovernmentandbeacceptabletothepublic.Asplasticmoneyhasallthecharacteristicsofmoney,thoughit’snotmadeofpaper,itstillcanbecallerreallymoney.

Easytocarryandconvenient.

Creditcardhas"VISA"or"MasterCard"logo,inaforeigncountrycanbedirectlybrushcalorieofconsumption,andacashorcashwillfirstexchange;Inaddition,bycreditcardbookingtheticketandhotel,telephoneorInternetshoppingandrentacarandsoonisalsoveryconvenient,andmightnothavethecashbenefits--becausecreditcardinadditiontodirectthebrushhasa"preliminarylicense"function;Andthereisnonochangeinembarrassment.

Safe,Cleanandhealthy.

Asweallknowthatcashflowisbiggerandbigger,coinofbacteriaisonecanimagine,butinadditiontotheircreditcardisafewcashiertouched-evenifthecreditcarddirty,stillcancleandisinfection.

Facilitatefinancial

Creditcardbillinthefuturewewillreceiveapaperorelectronicmailformsofconsumptiondetailedbill,fromthebill,wecancleartheirowninlastmonth'sconsumptionandexpenditure.

3.Blindconsumption

Brushcardnotlikecashthatapieceofamoneyflowerout,abrush,nothingfeeling,afewNumbers,leadtoblindconsumption,spendmoneylikewater

Stolenbrush

Creditcardbasicallythedefaultpasswordisfreecreditcardconsumption,itcaneasilybelostorstoleninwhenothersstolenbrush,causeneedlesstroubleorloss;Butinfactthecreditcardisalsobythepasswordcanapplyforcreditcardconsumption-thisisabouttoseehowyoumanageyourcreditcard.

Easytolose.Itisjustasmallcard,andsometimesevenifyoulostit,youstillcan’tfindthefactafteralongtime.

4. Withanincreasesmarketshare,Hongyacannotonlysqueezeouttherivals,butalsoconsolidateitsownposition.

1.Afterincreasingmodesofpayment,thecustomersofHongyaincreasedrapidly.Nowadays,peopleprefertocarrycreditcardsinsteadofmuchmoney.SinceHongyastartedacceptingdifferentmodesofpayment,customersbelievethattheirlevelishighandtheyattractmorepurchasers.EspeciallyHongyaacceptsbuyingoncreditfortheregularcustomers.Sotheygainedmoremarketshare.

2.Yes.Thenewmodesofpaymenthavepotentialrisks.Theysoldcommoditiesoncredit.Itispossibleforthemnottocollecttheaccountpayablefromtheircustomers.Somecustomersmaynotpaybackthemoneywhentheyarenotsatisfiedwiththeserviceorqualityofgoods.Whencustomersmakeopenaccount.Hongyashouldknowabouttheircreditandalsomakethemdosomepromises.

3.IdonotthinkitwillbewidelyadoptedinChina.Firstofall,therearesomeareaswhichisnotdevelopedenoughtousecredit.Thereisnotenoughequipmentandsomepeopleevendonothaveallkindsofcards.

Chapter7Financing

1.Withoutmoney,Ralphcannotbuyamuchneededpick-upandhisfinancialplanwasdestroyed.Hecannotimprovethestore’sdeliveryasplaned.

2.Ifthebankdoesnotchangeitsdecision,Ralphcanborrowfromhisfriendsorfamilymembers.Hecanalsotransferhisotherexpenditures.Hecanevenbuythepock-upthroughaopenaccount.Takehisequipmentascollateraltosolvetheproblem.

1.Settinguphisownmanufacturingfacilitiesismoreadvantages.Nowthattheirbusinesshasenlargedandtheyalsohaveenoughcapitaltosetuptheirownmanufacturingfactory.Theycandoitbythemselves.Itnotonlymakesprofitsbutalsoproducecommoditiesthatmeettheirdemands.Nootherpeopleknowmoretheirgarmentsoftheirownbrandsthanthemselves.

2.Usingotherinvestors’fundsasequityismorebeneficialtoHongya.HongyaneednotpaybackthemoneyandtheinvestorsalsodecreasetheliabilitiesandrisksofHongya.IfHongyausebankloansasdebts.Itmustpaybackinthelineofcreditandalsopaybacktheinterests.

3.Therearetwotypesofloans;securesandunsecured.Hongyacanputupcollateraltomakesecuresloan.WeknowthatHongyahashadamountassets.Hongyacanalsomakerevolvingcreditagreements.Anotheroptionisshorttermfundraising.Thistypeofloanisatalowinterestrate.

Chapter8Accounting

Ithinkclientsshouldbepunishediftheymakelatepayment.ButIdonotbelievethesellercandointhisway.Firstofall,heearnsmoneyfromhisclients.Ifclientsarenotsatisfiedwithhisbehavior.Theywillchooseotherpartners.Forhisownsake,hecannotdothat.Ifhereallytakesthismeasure,theremaybemoreclientsnotmakethepayment.

Inordertomakeawin-wincondition,heshouldnottakethismeasure.Itdepends.Clientswithlong-termrelationshipshouldnotbepunishedforlatepaymentbycarelessnessforthesakeofthecontinualbusinesstradeinthefuture.Butclientswhomakelatepaymentsformanytimesshouldbepunishedaccordingtowhathavebeenstipulatedinthecontracts.

2.Itisagoodwaytoencourageclientstomakeearlypayment.Thiscanmotivateclientstomakepaymentsassoonaspossible,consequently,providesamplespaceforthecompany’sfuturedevelopmentwithcollectedcapital.

3.Wecangivesomepreferentialpoliciestoclientsiftheymakeearlypayment.Forexample,wecanmakeapreferentialpriceorgivethemcommoditiesfreeofchargeasarewardtoencourageearlypayment.Toensureanearlypayment,strictandclearstipulationinthecontract,suchasthematuritydateofLCandclausesonclaimsforbreachofcontract,isessential.Inaddition,maintaininggoodrelationshipwithclientsindailylifecanalsofacilitateapromptpayment.

4

HongyaBalancesheet

ASSETS(RMB)LIABILITIESANDOWNER’SEQUITY(RMB)

CurrentassetsCurrentliabilities

Cash1,100,000Accts¬espayable1,115,000

Acct¬esreceivable830,000Accruedwages378,000

Inventories2,000,000Incometaxesdue1,387,710

Totalcurrentassets3,930,000Totalcurrentliabilities2,880,710

FixedassetsLong-termLiabilities1,000,000

Furniture6,420,000Totallong-termliabilities1,000,000

Less:Accumu.Depreciation6,050,000Totalliabilities3,880,710

Facilities6,050,000Ownerequity11,709,280

Less:Accumu.Depreciation(1,210,000)Stock

Totalfixedassets10,618,000

OtherAssetsTotalliabilities

Sundry1,042,000andowner’sequity15,590,000

Totalotherassets1,042,000

Totalassets15,590,000

HongyaIncomeStatement

Revenue

Grosssales48,265,600

Less:Salesreturnsandallowances2,413,300

Netsales45,852,300

Costofgoodssold

Beginninginventory1,430,000

Purchases34,016,000

Costgoodsavailableforsale35,446,000

Less:Endinginventory5,280,000

Totalcostofgoodssold30,166,000

Grossprofit15,686,000

Expenses

Marketingexpenses5,080,000

(advertising,salariesforsalesmen)

Generalexpenses2,443,000

(utilities,relit,etc)

Totalexpenses7,523,000

Netincomebeforetaxes8,163,000

Lessincometaxes1,387,710

Netincome6,775,290

(1)Averageinventory=Beginninginventory+Endinginventory／2=1,430,000+5,280,000／2=3355000

(2)Inventoryturnover=costofgoodssold／Averageinventory=30,166,000／3,355,000=10turns

Currentratio=currentassets／currentliabilities=3,930,000／2,880,710=1.36times

Quickratio=currentassets-inventories／currentliabilities=3,930,000-2,000,000／2,880,710=0.67times

R1=負債liabilities／資產(chǎn)assets=3,880,710／11,709,280=0.33

Grossprofitmargin=grossprofits／netsales=15,686,000／45,852,300=34.2%

Netprofitmargin=netincome／netsales=6,775,290／45,852,300=14.7%

Returnonowners’investment=Netincome／totalowner’sequity=6,775,290／11,709,280=57.9%

Inotherwords,ittakesHongya6.6days(365/55)onaveragetocollectitsreceivables.

3.Judgingfromthesefigures,wemayseethattheinventoryandaccountsreceivableturnoversareprettyhigh,indicatingagoodandsmoothoperationinthefirm.Netprofitmarginiscomparativelylower.

Chapter9TheSecuritiesMarket

Theappropriateinvestmentgoalforthesixclientsshouldbemakingcertainamountprofitswiththeleastrisk,forIcanseefromtheircasesthattheoriginalprincipalisofvitalimportancefortheirnormallife,consequently,inmyopinion,theoptimalinvestmentportfolioshouldbeleastrisky.

IfIwereSimon,theportfoliowouldbesuggestedasfollows,35-year-olddivorcedwoman:Concerningthetwoteensonswhomayneedalotofmoneyintheirgrowth,Isuggesttwotypesofsecuritiesintheportfolio—bondsandcommonstockwithalmostequalproportion.

Thecouple:Bondswouldbemoreappealingfortheyhavefixedincomeandmaynotwanttoriskalot,sincethiskindofinvestmentprovideverysteadyincomeandhavetheleastrisk.

The19-year-olduniversityfreshman:Hehasnoothereconomicalsourcesowingtothelackofparentsandhastorelyonthissumofmoney

foralongperioduntilhegraduatesandfindsajobtosupporthimself.SoIsuggestbondsandpreferredstockinhisportfolio,forbothofthemareofhighsafetyandsteadyincome.Thesinglewoman:Shehasnotgotmarriedyetandthushavetoolessworriesthantheotherfivepeople.

Chapter10RiskManagementandInsurance

.ThemajortypesofriskfacedbyGlobalInfoarenaturaldisasters,suchasearthquake,typhoonand