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題名 在尼加拉瓜馬拿瓜市開設Alfresco有機沙拉醬公司
Alfresco Organic Salad Dressings in Managua, Nicaragua
作者 顏莎
Aguilar, Xaviera
貢獻者 白德傑
Brodowsky, Glen
顏莎
Aguilar, Xaviera
關鍵詞 有機
莎拉醬
有機食品產業
Organic
Salad Dressings
Organic Food Industry
日期 2016
上傳時間 1-Jul-2016 15:07:03 (UTC+8)
摘要 Alfresco LLC is a startup business based in Managua, Nicaragua. The aim of Alfresco is to help create healthy nutrition habits in Central America’s homes by providing fresh, organic, high quality products with no sugar added and free of lactose and gluten.
The salad dressing industry in Nicaragua is relatively mature and it’s characterized by a medium level of fragmentation. However, organic salad dressings are currently inexistent, therefore, this would be a disruption in the lifecycle of the industry. Moreover, since there are no competitors in the organic segment, there is a market gap that has not been covered yet; that is exactly the segment that Alfresco will target.
An initial investment of $4,362 is required to start the business. As shown in the financial section, we forecast to recover the investment in year 3.
One important risk is the fact that there are a lot of substitutes for salad dressings. However, the busy consumers’ lifestyle backed with the heavy advertising efforts and the high quality of our product, will help us overcome this obstacle and succeed in the industry.
Overall, we believe that there is a big opportunity in this industry and we expect to break even before the forecasted time.
參考文獻 Altschul, A. M. (1993). Low-Calorie Foods Handbook. Georgetown University School of Medicine.
Associated Press. (2016, March 30). IMF to close Nicaragua offices as economy strengthens. Retrieved April 2016, from Mail Online: http://www.dailymail.co.uk/wires/ap/article-3516156/IMF-close-Nicaragua-offices-economy-strengthens.html
Blandón Sequeira, L. F. (2009). Anuario Estadistico 2008. Retrieved April 2016, from Banco Central de Nicaragua: http://www.inide.gob.ni/Anuarios/Anuario2008.pdf
Dávalos, M. E., & Vakis, R. (2011, March). An Update on Poverty and Inequality in Nicaragua (2005-2009). Retrieved February 2016, from World Bank: http://www-wds.worldbank.org/external/default/WDSContentServer/WDSP/IB/2012/05/29/000427087_20120529110223/Rendered/PDF/691770ESW0P1220Nicaragua020090Final.pdf
Díaz Galindo, A. (2013, September). Distribución del Ingreso en los Ámbitos. Retrieved April 2016, from Banco Central de Nicaragua: http://www.bcn.gob.ni/estadisticas/estudios/2014/DT-30-Distribucion_del_ingreso_en_los_ambitos_urbano.pdf
Diaz Galindo, A. (2013, September). Distribución del Ingreso en los Ámbitos Urbano y Rural del País. Retrieved April 2016, from Banco Central de Nicaragua: http://www.bcn.gob.ni/estadisticas/estudios/2014/DT-30-Distribucion_del_ingreso_en_los_ambitos_urbano.pdf
Driggs, J. (2014). Dressing for dinner. Retrieved March 2016, from Progessive Grocer Magazine: http://magazine.progressivegrocer.com/i/437651-2015-category-management-handbook/49
Early, E., Holcomb, R. B., Willoughby, C., & Brooks, J. (2005). A Market Evaluation of Salad Dressings. Retrieved March 2016, from Oklahoma State University: http://fapc.biz/files/factsheets/fapc138.pdf
EASO. (2015, April 27). OBESITY: AN UNDERESTIMATED THREAT. Retrieved March 2016, from European Association for the Study of Obesity: http://easo.org/perception-survey/summary-of-all-countries/
Encyclopedia Britannica. (n.d.). Central American Common Market. Retrieved April 2016, from Encyclopedia Britannica: http://global.britannica.com/topic/Central-American-Common-Market
Gasparro, A. (2013, August 12). Salad Dressings are Getting Squeezed. Retrieved March 2016, from Wall Street Journal: http://www.wsj.com/articles/SB10001424127887323585604579008391423970038
Geohive. (2012). Nicaragua. Retrieved April 2016, from Geohive: http://geohive.com/cntry/nicaragua.aspx
Gindling, T., & Trejos, J. D. (2013, February). The Distribution of Income in Central America. Retrieved April 2016, from Iza: http://ftp.iza.org/dp7236.pdf
Hidden Valley. (n.d.). Products: Ranch. Retrieved March 2016, from Hidden Valley: https://www.hiddenvalley.com/products/bottled-dressings/ranch-flavors/
Index Mundi. (n.d.). Nicaragua GDP (purchasing power parity). Retrieved April 2016, from Index Mundi: http://www.indexmundi.com/nicaragua/gdp_(purchasing_power_parity).html
INIDE. (2006, May). VIII Censo de Población y IV de Vivienda. Retrieved April 2016, from INIDE: http://www.inide.gob.ni/censos2005/cifrasCompleto.pdf
Moloney, A., & Arsenault, C. (2013, February). Obesity weighs on Latin America after success in fight against hunger. Retrieved March 2016, from Reuters: http://www.reuters.com/article/us-latam-obesity-idUSKBN0LH13520150213
PRONicaragua. (n.d.). Discover Nicaragua: Population. Retrieved April 2016, from PRONicaragua: http://www.pronicaragua.org/en/discover-nicaragua/population
RTS. (2011). The Market for Soups, Sauces and Dressings. Retrieved March 2016, from RTS Resource: https://dl.dropboxusercontent.com/u/19551820/RTS%20Essentials/The_market_for_soups_sauces_dressings.pdf
Shape. (2016, January). 12 Salads Worse Than a Big Mac. Retrieved March 2016, from Shape: http://www.shape.com/healthy-eating/diet-tips/12-salads-worse-big-mac
Trading Economics. (2015). Gini Index in Nicaragua. Retrieved April 2016, from Trading Economics: http://www.tradingeconomics.com/nicaragua/gini-index-wb-data.html
UNFPA. (2016). Poblacion en Nicaragua. Retrieved April 2016, from UNFPA: http://www.unfpa.org.ni/poblacion-en-nicaragua-2/
Wallheimer, B. (2012, June 19). Study: No-fat, low-fat dressings don`t get most nutrients out of salads. Retrieved March 2016, from Purdue University: http://www.purdue.edu/newsroom/research/2012/120619FerruzziSalad.html
WHO. (2015, January). Obesity and Overweight. Retrieved March 2016, from World Health Organization: http://www.who.int/mediacentre/factsheets/fs311/en/
描述 碩士
國立政治大學
國際經營管理英語碩士學位學程(IMBA)
103933053
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0103933053
資料類型 thesis
dc.contributor.advisor 白德傑zh_TW
dc.contributor.advisor Brodowsky, Glenen_US
dc.contributor.author (Authors) 顏莎zh_TW
dc.contributor.author (Authors) Aguilar, Xavieraen_US
dc.creator (作者) 顏莎zh_TW
dc.creator (作者) Aguilar, Xavieraen_US
dc.date (日期) 2016en_US
dc.date.accessioned 1-Jul-2016 15:07:03 (UTC+8)-
dc.date.available 1-Jul-2016 15:07:03 (UTC+8)-
dc.date.issued (上傳時間) 1-Jul-2016 15:07:03 (UTC+8)-
dc.identifier (Other Identifiers) G0103933053en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/98601-
dc.description (描述) 碩士zh_TW
dc.description (描述) 國立政治大學zh_TW
dc.description (描述) 國際經營管理英語碩士學位學程(IMBA)zh_TW
dc.description (描述) 103933053zh_TW
dc.description.abstract (摘要) Alfresco LLC is a startup business based in Managua, Nicaragua. The aim of Alfresco is to help create healthy nutrition habits in Central America’s homes by providing fresh, organic, high quality products with no sugar added and free of lactose and gluten.
The salad dressing industry in Nicaragua is relatively mature and it’s characterized by a medium level of fragmentation. However, organic salad dressings are currently inexistent, therefore, this would be a disruption in the lifecycle of the industry. Moreover, since there are no competitors in the organic segment, there is a market gap that has not been covered yet; that is exactly the segment that Alfresco will target.
An initial investment of $4,362 is required to start the business. As shown in the financial section, we forecast to recover the investment in year 3.
One important risk is the fact that there are a lot of substitutes for salad dressings. However, the busy consumers’ lifestyle backed with the heavy advertising efforts and the high quality of our product, will help us overcome this obstacle and succeed in the industry.
Overall, we believe that there is a big opportunity in this industry and we expect to break even before the forecasted time.		en_US
dc.description.tableofcontents 1. COMPANY OVERVIEW 1
1.1. MISSION 1
1.2. VISION 1
1.3. OBJECTIVES 1
1.3.1. General 1
1.3.2. Specific 1
1.4. KEY SUCCESS FACTORS 1
1.5. BRAND AND PRODUCT OVERVIEW 2
1.5.1. Logo 2
1.6. COMPANY OWNERSHIP 3
2. BUSINESS ENVIRONMENT 3
2.1. INDUSTRY OVERVIEW 3
2.1.1 Global Trends 5
2.2. NICARAGUAN MARKET 7
2.2.1. Economy 7
2.2.2. Socio-Demographics 9
2.2.3. Central American Common Market (CACM) 10
2.3. COMPETITORS 11
2.4. BUSINESS OPPORTUNITY 12
3. BUSINESS MODEL 14
3.1. VALUE PROPOSITION 14
3.2. CUSTOMER SEGMENTS 14
3.3. CHANNELS 15
3.4. CUSTOMER RELATIONSHIPS 15
3.5. REVENUE STREAMS 15
3.6. KEY PARTNERS 15
3.7. KEY ACTIVITIES 16
3.8. KEY RESOURCES 16
3.9. COST STRUCTURE 16
4. MARKETING PLAN 18
4.1. SELLING PROPOSITION 18
4.2. TARGET MARKET 18
4.3. CONSUMER BEHAVIOR 18
4.4. PRODUCT 20
4.4.1. Package 21
4.4.2. Competitive advantage 22
4.5. PRICING AND POSITIONING STRATEGY 22
4.5.1. Positioning map 22
4.6. DISTRIBUTION PLAN 24
4.7. PROMOTION STRATEGY 26
4.7.1. Pull Marketing. 26
4.7.2. Push Marketing 27
4.8. ONLINE MARKETING STRATEGY 27
4.8.1. Content Marketing 27
4.8.2. Email Marketing 28
4.8.3. Social Media Marketing 28
5. STRATEGIC PLANNING 30
5.1. EXTERNAL ANALYSIS 30
5.1.1. Porter’s Five Forces Analysis 30
5.1.2. Industry Life Cycle Analysis 31
5.1.3. Macro Environment 32
5.2. INTERNAL ANALYSIS (COMPETENCIES AND COMPETITIVE ADVANTAGE) 33
5.3. SWOT MAP 33
5.4. BUSINESS LEVEL STRATEGY 34
6. FUTURE OPPORTUNITIES 36
6.1. PRODUCT DEVELOPMENT 36
6.1.1. Line Extension 36
6.1.2. Brand Extension 36
6.2. MARKET DEVELOPMENT 37
7. FINANCIAL PLAN 38
7.1. START-UP BUDGET 39
7.2. PROJECTED INITIAL BALANCE SHEET 40
7.3. INCOME STATEMENT 41
7.4. CASH FLOW 42
7.5. PROFITABILITY ANALYSIS 43
7.5.1. Net Present Value and Internal Rate of Return 43
7.5.2. Break Even Analysis 44
8. CONCLUSION 45
9. BIBLIOGRAPHY 46
10. APPENDIX 49
10.1. STARTUP COSTS DETAILS 49
10.2. MARKET SHARE AND SALES FORECAST 50
10.3. AMORTIZATION TABLE 51
10.4. DEPRECIATION TABLE 53		zh_TW
dc.format.extent 1327834 bytes-
dc.format.mimetype application/pdf-
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0103933053en_US
dc.subject (關鍵詞) 有機zh_TW
dc.subject (關鍵詞) 莎拉醬zh_TW
dc.subject (關鍵詞) 有機食品產業zh_TW
dc.subject (關鍵詞) Organicen_US
dc.subject (關鍵詞) Salad Dressingsen_US
dc.subject (關鍵詞) Organic Food Industryen_US
dc.title (題名) 在尼加拉瓜馬拿瓜市開設Alfresco有機沙拉醬公司zh_TW
dc.title (題名) Alfresco Organic Salad Dressings in Managua, Nicaraguaen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Altschul, A. M. (1993). Low-Calorie Foods Handbook. Georgetown University School of Medicine.
Associated Press. (2016, March 30). IMF to close Nicaragua offices as economy strengthens. Retrieved April 2016, from Mail Online: http://www.dailymail.co.uk/wires/ap/article-3516156/IMF-close-Nicaragua-offices-economy-strengthens.html
Blandón Sequeira, L. F. (2009). Anuario Estadistico 2008. Retrieved April 2016, from Banco Central de Nicaragua: http://www.inide.gob.ni/Anuarios/Anuario2008.pdf
Dávalos, M. E., & Vakis, R. (2011, March). An Update on Poverty and Inequality in Nicaragua (2005-2009). Retrieved February 2016, from World Bank: http://www-wds.worldbank.org/external/default/WDSContentServer/WDSP/IB/2012/05/29/000427087_20120529110223/Rendered/PDF/691770ESW0P1220Nicaragua020090Final.pdf
Díaz Galindo, A. (2013, September). Distribución del Ingreso en los Ámbitos. Retrieved April 2016, from Banco Central de Nicaragua: http://www.bcn.gob.ni/estadisticas/estudios/2014/DT-30-Distribucion_del_ingreso_en_los_ambitos_urbano.pdf
Diaz Galindo, A. (2013, September). Distribución del Ingreso en los Ámbitos Urbano y Rural del País. Retrieved April 2016, from Banco Central de Nicaragua: http://www.bcn.gob.ni/estadisticas/estudios/2014/DT-30-Distribucion_del_ingreso_en_los_ambitos_urbano.pdf
Driggs, J. (2014). Dressing for dinner. Retrieved March 2016, from Progessive Grocer Magazine: http://magazine.progressivegrocer.com/i/437651-2015-category-management-handbook/49
Early, E., Holcomb, R. B., Willoughby, C., & Brooks, J. (2005). A Market Evaluation of Salad Dressings. Retrieved March 2016, from Oklahoma State University: http://fapc.biz/files/factsheets/fapc138.pdf
EASO. (2015, April 27). OBESITY: AN UNDERESTIMATED THREAT. Retrieved March 2016, from European Association for the Study of Obesity: http://easo.org/perception-survey/summary-of-all-countries/
Encyclopedia Britannica. (n.d.). Central American Common Market. Retrieved April 2016, from Encyclopedia Britannica: http://global.britannica.com/topic/Central-American-Common-Market
Gasparro, A. (2013, August 12). Salad Dressings are Getting Squeezed. Retrieved March 2016, from Wall Street Journal: http://www.wsj.com/articles/SB10001424127887323585604579008391423970038
Geohive. (2012). Nicaragua. Retrieved April 2016, from Geohive: http://geohive.com/cntry/nicaragua.aspx
Gindling, T., & Trejos, J. D. (2013, February). The Distribution of Income in Central America. Retrieved April 2016, from Iza: http://ftp.iza.org/dp7236.pdf
Hidden Valley. (n.d.). Products: Ranch. Retrieved March 2016, from Hidden Valley: https://www.hiddenvalley.com/products/bottled-dressings/ranch-flavors/
Index Mundi. (n.d.). Nicaragua GDP (purchasing power parity). Retrieved April 2016, from Index Mundi: http://www.indexmundi.com/nicaragua/gdp_(purchasing_power_parity).html
INIDE. (2006, May). VIII Censo de Población y IV de Vivienda. Retrieved April 2016, from INIDE: http://www.inide.gob.ni/censos2005/cifrasCompleto.pdf
Moloney, A., & Arsenault, C. (2013, February). Obesity weighs on Latin America after success in fight against hunger. Retrieved March 2016, from Reuters: http://www.reuters.com/article/us-latam-obesity-idUSKBN0LH13520150213
PRONicaragua. (n.d.). Discover Nicaragua: Population. Retrieved April 2016, from PRONicaragua: http://www.pronicaragua.org/en/discover-nicaragua/population
RTS. (2011). The Market for Soups, Sauces and Dressings. Retrieved March 2016, from RTS Resource: https://dl.dropboxusercontent.com/u/19551820/RTS%20Essentials/The_market_for_soups_sauces_dressings.pdf
Shape. (2016, January). 12 Salads Worse Than a Big Mac. Retrieved March 2016, from Shape: http://www.shape.com/healthy-eating/diet-tips/12-salads-worse-big-mac
Trading Economics. (2015). Gini Index in Nicaragua. Retrieved April 2016, from Trading Economics: http://www.tradingeconomics.com/nicaragua/gini-index-wb-data.html
UNFPA. (2016). Poblacion en Nicaragua. Retrieved April 2016, from UNFPA: http://www.unfpa.org.ni/poblacion-en-nicaragua-2/
Wallheimer, B. (2012, June 19). Study: No-fat, low-fat dressings don`t get most nutrients out of salads. Retrieved March 2016, from Purdue University: http://www.purdue.edu/newsroom/research/2012/120619FerruzziSalad.html
WHO. (2015, January). Obesity and Overweight. Retrieved March 2016, from World Health Organization: http://www.who.int/mediacentre/factsheets/fs311/en/		zh_TW