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Global Ent

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Submitted By ulvne
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October 2015
Global Entrepreuership- BBE 3143 Business Plan Roos Technologies Sweden Limited | Marcus Ulvne ID: 110044219 | Examiner: Maryam Amini | |

Content 1. Business Concept 2.1 Idea behind the business 2.2 Goal 2.3 Business Mode 2.4 Vision 2. Products 3.5 Product Range 3.6 Research & Development 3.7 Patents & Licensing 3. Business Environment - Sweden 4.8 The Marketing Environment 4.9 Economic environment 4.10 Political & legal environment 4.11 Cultural Environment 4.12 Technological Environment 4. Conclusion 5. Källförteckning 6. Bilagor

1. Business Concept

1.1 Idea behind the business
Roos Technologies (RT/ RT:s) idea behind the business is to revolutionize the printing industry by providing the markets most efficient printers in . The efficiency will help businesses save time, which will save them money.

1.2 Goal
RT:s short term goals are to increase sales. That will occur though various marketing activities in order to create customer brand awareness for RT:s products and create new customer leads. Long term goals are to become market leaders by retaining a good customer base. Through extensive research and development (R&D) RT will strive to stay ahead of competitors in the marketplace. Hence, RT is now reaching out to new venture capitalist to raise new capital to support this expansion.

1.3 Business Model
RT will create revenue by selling printers and associated consumables. I order to reach the market and be as visible as possible; RT will put in a lot of efforts on marketing, increased service support and hiring new sales personnel since they are the face of the company.

1.4 Vision

RT’s vision with our product is become market leaders in the printing industry. We want to make thing smoother, easier and more efficient for businesses office’s operations and private hose holds who are in need of vast printing on occasion. This vision is absolute key to finding and retaining customer satisfaction which ultimately will lead to sustainable growth. We always strive to develop our products further through R&D in order to provide the market with the best products possible.

2. Products
2.1 Product Range
RT has with our innovative printing machine XB/ revolutionized the market. According to Jobber & Fahy (2009) you divide any product into three, the core product, the actual product and the extended product. The core product in our product is the possibility to get a multiplied resolution and the printer which satisfies the customers need by time savings and high printing quality. With the launch of our new improved XB8 machine in 2016, we will aim to increase the productivity of our clients with more than 20% extra.

The actual product in our product is the printer itself. At RT we stand for the service, installation, delivery of our printers and this is what is described in the model as the extended product. Our printers always come with a three year guarantee against material an production dysfunctions where we stand for all costs of reparation or a new printer when needed. Since we want our products to hold as high quality as possible we offer service contracts at good prices.

2.2 Research & Development
The goal with our R&D work is a continued opportunity to offer our clients market leading product. The resource allocation on development is made to position RT in dominant market position with a differentiated product in comparison with other competitors.

2.3 Patents& Licensing
When Marcus Roos started Roos Technologies he secured his new ideas through applying to the Swedish institute for patents and licensing which is an internationally secure platform that covers his technology from being copied internationally for the XB7 printer. Also theXB8

3. Business environment- Sweden
3.1 The marketing environment
Jobber and Fahy (2009) describe the marketing plan as”The marketing environment”. According to that model a corporate like RT is always in the centre but need to always look outside of the existing business to stand toll towards various factors that might affect them, in order to not stop the corporate from developing and growing. (See appendix 6)
What the model describes as changes in the micro environment are those circumstances that the company can actively control such as customer, distributor and competitor circumstances. (Jobber& Fahy, 2009)

What the model describes as the macro environment are those things we can’t control in-house but that still can have a great impact on our business. Things like the political decisions, international and domestic macroeconomic environmental circumstances can come to change our whole operations which we need to take under consideration (Jobber & Fahy, 2009).

3.2 Economic Environment
According to The Economist Intelligence Unit’s ( The EIU) country report on Sweden,
Sweden is one of the world’s most developed countries with a small population of 9.6 million people and a GDP per head US$ PPP of around 46,000 in 2015. Sweden is just like the rest of the Euro Zone stuck in a bit of a rut at the moment, something that many economists refer to as a lost decade after the financial crisis of 2008-2009. Sweden grew at an rate 1,2% increase in real GDP in 2013 and did a modest recovery in 2014, where it grew at 2,4%. Growth did however lose momentum again in the first 3 month of 2015 quarter on quarter, but picked up pace a again in April-June. The EIU expects Sweden to pick up modestly during 2015 to a growth around 2.8% and overall grow at an annual pace of 2.7% in 2016-20190. ( The EIU, 2015)

3.3 Political & legal environment
According to the EIU the Kingdom of Sweden is a Constitutional monarchy, where the King Carl XVI Gustav is the head of state who plays no role in the government. The legal system is based on the constitution of 1974 and the unicameral parliament called the Riksdag has 349seatsthat gets directly elected for 4 year terms. The parliament today consists of 8 partys; Moderate Party (M), CentreParty (C), People’s Party Liberals (L), Christian Democrats (CD), Social Democratic Party (SAP); Left Party; Green Party & the Sweden Democrats (SD)
Everyone above 18 years of age is allowed to vote and the last election was held in September 2014. A centre-left coalition consisting of Social Democratic Party and the Green party took office after the last election although they lack an overall majority. They overtook the power from the centre-right Alliance compromising the Moderate Party, the People’s Party Liberals, the Christian Democrats and the Centre Party.
The SAP-Green government now holds only 138 out of 349 seats in parliament, a minority that led to their effective collapse in December 2014, three months after the election when the far-right Sweden Democrats ( whom no party wishes to collaborate with due to their views on limiting immigration) voted in parliament for the centre-right Alliance oppositions budget proposal . This led to that the prime minister , Stefan Lofven struck a deal with the Alliance in something that is officially referred to as the “December Agreement” that committed the ruling government to implement a revised version of the Alliances budget in 2015. They did this in exchange for the opposition, which hold 141 seats in parliament , would refrain from voting against future government budgets. This agreement effectively blocked the Sweden Democrats from the ability to act balance of power.
The Christian Democrats did however vote to abandon the agreement on Oct 9th 2015, making it invalid in the eyes of the other Alliance parties. An overall concern over the agreement has also been growing within the Alliance mostly because it allowed the centre-left to govern quite unhindered. The oppositions growing concern might end their support for future government proposals which could lead the coalition to resignation forcing all to call a new election.
This is something as with European means would be regarded as political instability. Despite that, The EIU's believes that a potential dissolution of parliament an new election in a unlikely scenario in the short term andexpect the draft of 2016’s budget to pass.

The legal environment in Sweden is extremely stable and violations against copyrights will not be taken lightly.

3.4 Cultural Environment 3.5 Technological Environment

Källförteckning

Fahy, J. Jobber, D. (2009) Foundations of marketing (3:rd edition.) Berkshire: McGraw-Hill Education

Figur 3 The Marketing Environment

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