YING JIAO ZHENG, KAITLIN BEAZELL, MOLLY PANNELL, KRISTINA VILLAVICENCIO, TIFFANY KUPL, RAJU SHAHANI, ANGELA HENDERSON, GRACE DAEUN KIM, ADAM TRAN, LAURA.

Y I N G J I A O Z H E N G , K A I T L I N B E A Z E L L , M O L LY PA N N E L L , K R I S T I N A V I L L AV I C E N C I O , T I F FA N Y K U P L , R A J U S H A H A N I ,

A N G E L A H E N D E R S O N , G R A C E D A E U N K I M , A D A M T R A N , L A U R A M O U K A L L E D

Light Traveler

Photo Retrieved from http://www.iaes.org/conferences/past/n

ewyork_60/cityinfo/New%20York%20City.jpg

Photo Retrieved from http://hakkiz.files.wordpress.com/2006/

07/tokyo_night.jpg

2

Light Traveler: Company Overview

▶ Light Traveler is a new company eager to expand our market domestically and abroad. Our name communicates that we are a travel company providing light, easy to handle luggage.

Dedicated to make innovative ways to carry luggage so our

customers can travel carefree.

3

Light Traveler: Description

▶ Inner Structure: Mesh plastic (perforation allows us to keep the weight low)▶ Exterior Structure: Durable Nylon▶ Up to 50% Lighter than our competitor’s luggage▶ Wheels attached on the bottom at each corner for easy, painless transportation▶ Product weight is 5.5-6 pounds, comparable to our competitors’ products that are 11-13 pounds.▶ Two sizes, carry-on and full size, to appeal to every kind of traveler

4

Management & Operations

▶ Manufactured in the United States, sold here and in Japan▶ Levels of Management: Hierarchy▶ Employees →Management, U.S.→Japan

CEO

Sales, Finance,

AccountingMarketing, Advertising Manufacturing

COO

5

Marketing: Strategies

▶ SWOT Analysis◦ Strengths: strongly designed product◦ Weaknesses: new company in the already well developed suit case

market◦ Opportunities: rising costs for baggage on airlines depending on size

dimensions◦ Threats: airlines with low, or no, baggage fees

▶ Limitations: small, new company with only two products. Some smaller airlines will still only allow one suitcase even with the weight restrictions. Our product can be purchased as a set of two (one smaller, one larger), or individually depending on the consumers’ needs.

6

Marketing: Implementation & Advertising

▶ Illustrated by a consumer study in Asia, the customer market has changed significantly in recent years.

▶ The middle class is steadily on the rise in Asian countries, particularly places like Japan.

▶ In addition to the middle class, the young population in Japan, teens-young adult, has increasing power in the consumer world.

▶ By marketing to the middle class and young adult generation in Japan, we can reach our full marketing potential.

▶ Television commercials and the internet will be our main source of reaching the public.

▶ Celebrity endorsements and using models in their 20’s etc. will create an attraction to our brand from youth that will maximize our sales.

http://www.apmforum.com/emerald/asian-consumer-marketing.htm

7

Technology

▶ The rising popularity of social media Web 2.0 technologies is changing the way messages about products and brands are delivered and received▶ Most Tweeters are from the United States, seconded by

Japan▶ Japan users of Twitter will grow from 5 million users that was

announced in February of this year to a goal of 10 million users by the end of the year

▶ The way we choose to use technology to market the brand can significantly increase consumer reception of our new product.

http://www.japanmarketingnews.com/2006/06/need_more_speci.html

8

Technology: The Internet

▶ Japan is an Internet giant. The country has 96 million Internet users—the second- most in Asia behind China—for a penetration rate of 71.4%. By 2012 the country will have close to 100 million users, for a penetration rate of over 75%.▶ The top five countries listed are China, Japan, India, South Korea, and Indonesia. With marketing on the internet to one of the top counties, we can hopefully put the United States on the map!

9

Finance and Accounting

Sources: http://www.census.gov/prod/2009pubs/10statab/domtrade.pdf & https://www.census.gov/prod/ec97/97m3169a.pdf

$2,652,000

$723,640

$234,760

$508,080

$1,185,520

Sales RevenueCost of GoodsOperating ExpensesTaxesNet Income

10

Finance and Accounting

Sources: http://www.census.gov/prod/2009pubs/10statab/domtrade.pdf & https://www.census.gov/prod/ec97/97m3169a.pdf

Year 1 Year 2 Year 3500000

1000000

1500000

2000000

2500000

3000000

3500000

ProfitsExpensesRevenue

11

Competitor: Kenneth Cole

050,000

100,000150,000200,000250,000300,000350,000400,000450,000

2009 IncomeStatementSummary ( inThousands)

Gross Profit Summary

*Gross Profit in 2009 is $189,209,000 dollars.

12

Investment Inquiries and Concerns

0

50,000

100,000

150,000

200,000

250,000

300,000

350,000

400,000

Invest NetRevenue

Return

EstimatedIncome &Inquires

▶ Invest $250,000,000 dollars; Loan repayment = $75,000/yr

▶ Break even in 3.5 years with an initial return of half of our gross profits in 3.5 years

▶ Plus $75,000 return for two years, total of 150,000 return on initial investment which is a 60% increase.

13

Reference List

▶ United States Securities and Exchange Commission;Form 10-K Report; Retrieved from http://phx.corporate-ir.net/phoenix.zhtml?c=71589&p=irol-SECText&TEXT=aHR0cDovL2NjYm4uMTBrd2l6YXJkLmNvbS94bWwvZmlsaW5nLnhtbD9yZXBvPXRlbmsmaXBhZ2U9NjgxNjI0NyZhdHRhY2g9T04%3d

▶ http://www.japanmarketingnews.com/2006/06/need_more_speci.html ▶ http://www.apmforum.com/emerald/asian-consumer-marketing.htm ▶ Gulati, A. (2009, January 19). Statistics of Web 2.0. Message posted

to http://gulati.info/2009/01/statistics-web-2/

▶ Internet World Stats. (2010). Internet Usage Statistics. Retrieved from http://www.internetworldstats.com/stats.htm#links

▶ Schaffer, N. (April, 2010). Twitter in Japan Update 2010 – Statistics, Video and Duck Mouth? Retrieved from http://windmillnetworking.com/2010/04/07/twitter- in-japan- update-2010-statistics-video-and-duck-mouth/#axzz010nM0qrO