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their work and never ending improvement, he was among the many influence by the scale andsuccess of business. Such Almost by definition, he has chosen business administration as hismajor in order to take over his business. 2.2 MotivationWhile after 1 year he has run the factory, he has noticed that the rise of aluminum alloyflashlight industry, and less factory have produce these kind of product, that seemed toportend a bright future. He would to started second industry and he was also committed tocreated his own job. Beside, his parents’ business has evolved to post-maturation stage,however, parents’ Hardware industry that has several things in common with aluminum alloyflashlight. Therefore, he has established Ningbo Lighting Industry in 1998, and his ultimategoal is to create company’s own brands that meet the demand of Chinese consumers, that canalso compete in the global market. 2.3 Challenge in growing the ventureBecause China’s lighting market is niche market in 1998, the demand of product will3
increase rapidly, the company needs to grow and adapt to fill the needs of its growingclient base. Adding talent: find and attract new talent is also a big challenge for a new industry,entrepreneur said: “excellent employee is the critical success factors in organization.” Atstartup, XieSheng had a total of 12 employees in factory and office, and now, thecompany has 175 employees. Adding such a large volume of employees in a shortperiod of time can place a serious strain on a startup, and company needs to adapt toavoid harmful growing pains. In addition, the hardest challenge will be to keep the samelevel of shared purpose and context across everyone in the organization.How to attract consumer and maintained high levels of customer loyalty and positiveperception is a big challenge for new venture. Company has to produce innovative product to competing with other companies eachyear. 2.4 Value Proposition2.2.1 Product DescriptionThe company located in Ninghai where is the largest production base in China, cover an areaof almost 16000 km*2. It is a research, development, production and sales into an integratedeconomic entity. Company has managed to build up ‘Ray-Bow’ brand, the products mainlyproduce chargeable flashlights, such as aluminum alloy LED flashlight, energy saving light,LED heads lamp, LED spotlight, etc lighting products. The company offer service withpersonalized engraving, configure to options and free delivery on everything. 2.2.2 Target marketFlashlights are lighting products, so target market is all of people. Company focus on volume-produce and sales, which are mainly sells to army, hotel, shopping center, outdoor market, andother place crowds of people. They are mainly sells to enterprise where in China and overseasmarkets like Europe and America. During past year’s business, company has set up good long-term relationship with many clients.