1. General description of the project products (marketing research subject)
1.1. Description of project products in comparison with analogues of competitors of advantages and disadvantages;
1.2. The main goods-substitutes (competing goods) and the prospect of their development;
1.3. Analysis of the market of key raw materials and materials;
1.3.1. Description of the main types of raw materials for the production of LED lamps;
1.3.2. The main suppliers and consumers (both domestic and imports; competition for raw materials);
1.3.3. Express analysis of the raw materials market (dynamics of supply and demand in retrospect and forecast period);
1.3.4. Dynamics of raw materials (retrospective and forecast period);
1.3.5. Organization of delivery and storage of raw materials.
2. Analysis and forecast of changes in the market of LED lamps (in retrospecting over the past 5 years and a forecast for a period of 10 years)
2.1. Description of the main segments of the Russian market, existing and predicted market participants;
2.2. Current capacity of the Russian market;
2.3. Analysis of the dynamics of the Russian market, including an analysis of the prices and consumption structure provided for by the project of LED lamps, (in 3 scenarios);
2.4. Identification of the features, trends and factors determining the development of the market of LED lamps, the PEST analysis of the main drivers of market growth (technological, socio-economic, political);
(including the current state and forecast for the deadline for the implementation of the project, the volume of consumption of LED lamps in the competition zone), the data must be submitted in retrospect for the last 5 years and a forecast for a period of 10 years (in 3 scenarios);
2.6. Determination of the actual deficit / surplus and forecast need for LED lamps in the Russian market (taking into account the implementation of similar projects), in 3 scenarios;
2.7. Determination of the target client audience (including promising, taking into account the possible use of LED lamps in new industries), assessment of its solvency and the price elasticity of the demand of potential consumers of LED lamps.
2.8. Analysis of the existing "barriers" to expand the sphere of consumption of aid dedicated lamps and increase the size of the customer base of the project, including the system of technical regulation, standardization in terms of production, application and testing of LED lamps
2.9. Proposals and recommendations on possible tools for stimulating demand for LED lamps, the estimated budget for the implementation of each of the demand tools proposed by the contractor;
3. Analysis of the competitive environment, competitiveness of LED lamps and project
3.1. Determination of the essence and boundaries of the "zone of competition", the analysis of its factors that determine it (the ratio of price-quality on LED lamps, etc.), including for each type of product provided for by the project;
3.2. Analysis of the competitive environment (including each type of LED lamps), a comparative analysis with Russian and world competitors in the main characteristics - price, cost of costs by a unit of product, the level of investment costs per unit of production capacity, the company's share, the main consumers of LED lamps and the main consumers and their industry specialization, etc.;
3.3. SWOT analysis of the project, recommendations for neutralization / hedging of the weak and the use of strengths of the project;
3.4. Assessment of the distribution of the average volume of consumption of aid dedicated lamps for various types of customers (medium -sized enterprises, large enterprises, state institutions, individuals) in natural and value terms (in rubles);
3.5. Confirmation / justification of forecast prices (for 10 years) on LED lamps (in 3 scenarios), including each type of LED lamps. The selection of the most, most-consensus prognosis of the dynamics of prices for LED lamps;
3.6. Confirmation / justification of the forecast volume of production of LED lamps for each type of LED lamps (in 3 scenarios), including taking into account the implementation of analogue projects, justification of the most probable scenario of the "loading" of the production capacity of the project;
3.7. Confirmation of the possibility of obtaining planned revenue (in the context of the main types of LED lamps and consumer groups) and its dynamics for 10 years.
4. Analysis of the optimality of the concept of the project
4.1. Assessment of the validity of the level of operating expenses within the framework of the project, in the possible way, with the division into variables and conditional costs, comparison with similar Russian and world objects (if possible);
4.2. Assessment of the validity of the level of forecast costs at the operational stage of the project, comparison with similar Russian and world objects (if possible);
4.3. Assessment of the validity of the chosen business strategy of the project:
4.3.1. The complexity of the provision of services (design, production, installation, service), etc.;
4.4. Assessment of the marketing strategy and its budget for implementation within the framework of the project, including marketing tools for promoting LED lamps in targeted client markets;
4.5. Recommendations on the marketing strategy of the project, the formation of pricing policy within the framework of the project (including the assessment of the costs necessary for the implementation of proposals / recommendations).
4.6. Assessment of the potential of the location of the project, including the availability of affordable raw materials, labor resources, a sufficient level of development of the region’s logistics, state support from state and regional authorities to implement the project, assessing the cost of transporting LED lamps and a delivery shoulder in the "competition zone".
5. Project risk assessment
5.1. Determination of the list of basic / critical risks on the project indicating their significance, probability of occurrence);
5.2. Preparation of a consolidated map of the project risks;
5.3. Development of proposals and recommendations for minimizing the risks of the project.
6. The main conclusions and recommendations, including
6.1. Consolidated economic indicators of the project, including:
- forecast volume of revenue for each type of LED lamps in quarterly breakdown,
- Forecast of costs for each type of LED lamps, as well as as a whole by the project with division by type (including permanent and variables) and the main cost items (including wages, utilities, repair and maintenance, depreciation etc.),
- calculation of the need for the working capital of the project and comparing with Russian and international-analygans (if possible),
- calculation of profitability indicators by EBITDA and comparison with Russian and international-analygans (if possible);
6.2. Recommendations for adjusting the operating room plan within the framework of the project (if possible).
