學術產出-學位論文
文章檢視/開啟
書目匯出
-
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 1-七月-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.htmlBlandón Sequeira, L. F. (2009). Anuario Estadistico 2008. Retrieved April 2016, from Banco Central de Nicaragua: http://www.inide.gob.ni/Anuarios/Anuario2008.pdfDávalos, 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.pdfDíaz 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.pdfDiaz 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.pdfDriggs, J. (2014). Dressing for dinner. Retrieved March 2016, from Progessive Grocer Magazine: http://magazine.progressivegrocer.com/i/437651-2015-category-management-handbook/49Early, 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.pdfEASO. (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-MarketGasparro, A. (2013, August 12). Salad Dressings are Getting Squeezed. Retrieved March 2016, from Wall Street Journal: http://www.wsj.com/articles/SB10001424127887323585604579008391423970038Geohive. (2012). Nicaragua. Retrieved April 2016, from Geohive: http://geohive.com/cntry/nicaragua.aspxGindling, T., & Trejos, J. D. (2013, February). The Distribution of Income in Central America. Retrieved April 2016, from Iza: http://ftp.iza.org/dp7236.pdfHidden 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).htmlINIDE. (2006, May). VIII Censo de Población y IV de Vivienda. Retrieved April 2016, from INIDE: http://www.inide.gob.ni/censos2005/cifrasCompleto.pdfMoloney, 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-idUSKBN0LH13520150213PRONicaragua. (n.d.). Discover Nicaragua: Population. Retrieved April 2016, from PRONicaragua: http://www.pronicaragua.org/en/discover-nicaragua/populationRTS. (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.pdfShape. (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-macTrading Economics. (2015). Gini Index in Nicaragua. Retrieved April 2016, from Trading Economics: http://www.tradingeconomics.com/nicaragua/gini-index-wb-data.htmlUNFPA. (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.htmlWHO. (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, Glen en_US dc.contributor.author (作者) 顏莎 zh_TW dc.contributor.author (作者) Aguilar, Xaviera en_US dc.creator (作者) 顏莎 zh_TW dc.creator (作者) Aguilar, Xaviera en_US dc.date (日期) 2016 en_US dc.date.accessioned 1-七月-2016 15:07:03 (UTC+8) - dc.date.available 1-七月-2016 15:07:03 (UTC+8) - dc.date.issued (上傳時間) 1-七月-2016 15:07:03 (UTC+8) - dc.identifier (其他 識別碼) G0103933053 en_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) 103933053 zh_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 11.1. MISSION 11.2. VISION 11.3. OBJECTIVES 11.3.1. General 11.3.2. Specific 11.4. KEY SUCCESS FACTORS 11.5. BRAND AND PRODUCT OVERVIEW 21.5.1. Logo 21.6. COMPANY OWNERSHIP 32. BUSINESS ENVIRONMENT 32.1. INDUSTRY OVERVIEW 32.1.1 Global Trends 52.2. NICARAGUAN MARKET 72.2.1. Economy 72.2.2. Socio-Demographics 92.2.3. Central American Common Market (CACM) 102.3. COMPETITORS 112.4. BUSINESS OPPORTUNITY 123. BUSINESS MODEL 143.1. VALUE PROPOSITION 143.2. CUSTOMER SEGMENTS 143.3. CHANNELS 153.4. CUSTOMER RELATIONSHIPS 153.5. REVENUE STREAMS 153.6. KEY PARTNERS 153.7. KEY ACTIVITIES 163.8. KEY RESOURCES 163.9. COST STRUCTURE 164. MARKETING PLAN 184.1. SELLING PROPOSITION 184.2. TARGET MARKET 184.3. CONSUMER BEHAVIOR 184.4. PRODUCT 204.4.1. Package 214.4.2. Competitive advantage 224.5. PRICING AND POSITIONING STRATEGY 224.5.1. Positioning map 224.6. DISTRIBUTION PLAN 244.7. PROMOTION STRATEGY 264.7.1. Pull Marketing. 264.7.2. Push Marketing 274.8. ONLINE MARKETING STRATEGY 274.8.1. Content Marketing 274.8.2. Email Marketing 284.8.3. Social Media Marketing 285. STRATEGIC PLANNING 305.1. EXTERNAL ANALYSIS 305.1.1. Porter’s Five Forces Analysis 305.1.2. Industry Life Cycle Analysis 315.1.3. Macro Environment 325.2. INTERNAL ANALYSIS (COMPETENCIES AND COMPETITIVE ADVANTAGE) 335.3. SWOT MAP 335.4. BUSINESS LEVEL STRATEGY 346. FUTURE OPPORTUNITIES 366.1. PRODUCT DEVELOPMENT 366.1.1. Line Extension 366.1.2. Brand Extension 366.2. MARKET DEVELOPMENT 377. FINANCIAL PLAN 387.1. START-UP BUDGET 397.2. PROJECTED INITIAL BALANCE SHEET 407.3. INCOME STATEMENT 417.4. CASH FLOW 427.5. PROFITABILITY ANALYSIS 437.5.1. Net Present Value and Internal Rate of Return 437.5.2. Break Even Analysis 448. CONCLUSION 459. BIBLIOGRAPHY 4610. APPENDIX 4910.1. STARTUP COSTS DETAILS 4910.2. MARKET SHARE AND SALES FORECAST 5010.3. AMORTIZATION TABLE 5110.4. 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/#G0103933053 en_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) Organic en_US dc.subject (關鍵詞) Salad Dressings en_US dc.subject (關鍵詞) Organic Food Industry en_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, Nicaragua en_US dc.type (資料類型) thesis en_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.htmlBlandón Sequeira, L. F. (2009). Anuario Estadistico 2008. Retrieved April 2016, from Banco Central de Nicaragua: http://www.inide.gob.ni/Anuarios/Anuario2008.pdfDávalos, 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.pdfDíaz 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.pdfDiaz 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.pdfDriggs, J. (2014). Dressing for dinner. Retrieved March 2016, from Progessive Grocer Magazine: http://magazine.progressivegrocer.com/i/437651-2015-category-management-handbook/49Early, 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.pdfEASO. (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-MarketGasparro, A. (2013, August 12). Salad Dressings are Getting Squeezed. Retrieved March 2016, from Wall Street Journal: http://www.wsj.com/articles/SB10001424127887323585604579008391423970038Geohive. (2012). Nicaragua. Retrieved April 2016, from Geohive: http://geohive.com/cntry/nicaragua.aspxGindling, T., & Trejos, J. D. (2013, February). The Distribution of Income in Central America. Retrieved April 2016, from Iza: http://ftp.iza.org/dp7236.pdfHidden 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).htmlINIDE. (2006, May). VIII Censo de Población y IV de Vivienda. Retrieved April 2016, from INIDE: http://www.inide.gob.ni/censos2005/cifrasCompleto.pdfMoloney, 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-idUSKBN0LH13520150213PRONicaragua. (n.d.). Discover Nicaragua: Population. Retrieved April 2016, from PRONicaragua: http://www.pronicaragua.org/en/discover-nicaragua/populationRTS. (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.pdfShape. (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-macTrading Economics. (2015). Gini Index in Nicaragua. Retrieved April 2016, from Trading Economics: http://www.tradingeconomics.com/nicaragua/gini-index-wb-data.htmlUNFPA. (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.htmlWHO. (2015, January). Obesity and Overweight. Retrieved March 2016, from World Health Organization: http://www.who.int/mediacentre/factsheets/fs311/en/ zh_TW
