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題名 Valle Verde的商業成長策略
Business growth strategy for Valle Verde
作者 周敬堯
Chou, Jason
貢獻者 張永明
Chang, David
周敬堯
Chou, Jason
關鍵詞 即飲酒
增長型戰略
健康與保健
RTD (ready-to-drink)
growth strategy
health and wellness
日期 2019
上傳時間 7-八月-2019 16:21:01 (UTC+8)
摘要 無
In recent years, ready-to-drink industry in Latin America had shown promising opportunities and growth due to growing disposable income and increasing middle income class. These positive signs of growth had therefore intensified the industry by attracting more competitors and brands into the market. The result of this intensification is the negative impact that weighs on Valle Verde’s business, a trading company of Aloe Vera juice in Costa Rica. With the growing competitors that is hindering its growth, Valle Verde is urgently requiring a plan for growth. Hence, this report is written with the intention of revealing possible strategic approaches that Valle Verde can adopt to achieve business growth.
Through comprehensive analyses, strategies for business growth are recommended and concluded. Firstly, Valle Verde must gain the ability to lower costs while aiming for increase of sales volume. Secondly, Valle Verde can expand its product portfolio by providing prebiotic drinks that helps on meeting the growing demands for healthy food and beverages in Latin America. Lastly, it is imperative for Valle Verde to enter the modern traditional as there is a growing inclination towards this channel. However, in order to gain market share in this channel, Valle Verde must engage in marketing activities to create brand awareness for its products.
參考文獻 Allied Market Research (2017). Aloe Vera Juice Market. [online] Available at: https://www.alliedmarketresearch.com/aloe-vera-juice-market [Accessed April 15 2019].
Asaad, J. (2018). Fresh, Fast, Eco-Friendly: What Millennials Look for in Their Daily Beverages. [online] Available at https://www.drinkpreneur.com/beverage-howto/fresh-fast-eco-friendly-what-millennials-look-for-in-their-daily-beverages/ [Accessed 15 May 2019].
BBVA Research (2019). [online] Available at: https://www.bbvaresearch.com/wp-content/uploads/2019/02/Latam-Economic-Outlook-1Q19_edi_vf-1.pdf [Accessed 20 April 2019].
Bottle Store (2017). Kombucha Popularity Makes Beverage Market Growth Soar. [online] Available at: https://www.bottlestore.com/blog/kombucha-popularity-makes-beverage-market-growth-soar/ [Accessed April 20 2019].
Capizzani, M., Huerta, F. and Oliveira, P. (2019). [online] Retail in Latin America: Trends, Challenges, and Opportunities. Available at: https://media.iese.edu/research/pdfs/ESTUDIO-170-E.pdf [Accessed March 28 March 2019].
China Briefing (2011). China-Costa Rica FTA Comes into Effect - China Briefing News. [online] China Briefing News. Available at: https://www.china-briefing.com/news/china-costa-rica-fta-comes-into-effect/ [Accessed 1 April 2019].
Consultancy.Lat (2019). Going modern with Latin American consumer practices. [online] Available at: https://www.consultancy.lat/news/923/going-modern-with-latin-american-consumer-practices [Accessed 25 March 2019].
Culliney, K. (2019). Euromonitor: Industry must react to `megatrends` shaping consumer behavior in Latin America. [online] Available at: https://www.foodnavigator-latam.com/Article/2018/08/10/Euromonitor-explores-Latin-America-retail-megatrends [Accessed 26 March 2019].
Daniells, S. (2018). Latin America is the Fastest Growing Market for Probiotics, With Brazil & Mexico Leading the Way [online] Available at: https://www.foodnavigator-latam.com/Article/2018/06/11/Latin-America-is-the-fastest-growing-market-for-probiotics-with-Brazil-Mexico-leading-the-way-Kerry-Ganeden [Accessed 13 April 2019].
Daniels, J., Radebaugh, L. and Sullivan, D. (2019). International Business: Environments & Operations. Harlow: Pearson Education Limited, pp. 446-451.
Dow (2018). Euromonitor: Industry must react to `megatrends` shaping consumer behavior in Latin America. [online] Available at: https://www.foodnavigator-latam.com/Article/2018/08/10/Euromonitor-explores-Latin-America-retail-megatrends [Accessed 26 March 2019].
Edelman (2017). Latin America Food and Beverage Trends. [online] Slideshare.net. Available at: https://www.slideshare.net/EdelmanInsights/latin-america-food-and-beverage-trends [Accessed 27 March 2019].
Euromonitor Research (2013). Special Report: Rising Middle Class Threatens Global Food Security. [online] Available at: https://blog.euromonitor.com/special-report-rising-middle-class-threatens-global-food-security/ [Accessed 16 Jun. 2019].
Financial Buzz (2018). The Nonalcoholic Beverage Market is Projected to Grow [online] Available at https://www.prnewswire.com/news-releases/the-nonalcoholic-beverage-market-is-projected-to-grow-681739161.html [Accessed 01 May 2019].
Fitch Solutions (2019). Latin America Food & Drink Report. [online] Available at https://search-proquest-com.autorpa.lib.nccu.edu.tw/docview/2196944019 [Accessed 20 March 2019].
Fona International (2015). Millennials & Functional Beverages [online] Available at https://www.fona.com/millennials-functional-beverages/ [Accessed 10 May 2019].


Food and Agriculture Organization of the United Nations (2019). FAO - News Article: Overweight affects almost half the population of all countries in Latin America and the Caribbean except for Haiti. [online] Available at: http://www.fao.org/news/story/en/item/463472/icode/ [Accessed 20 March 2019].
Fryc, D. (2018). For Wellness & Better-for-you Brands, Gen X Spends the Most [online] Available at https://www.retail-voodoo.com/insight/generation-x-marketing-strategy/ [Accessed 15 May 2019].
Global Growth Markets (2016). The Obesity Problem in Latin America. [online] Available at: http://ggmkts.com/i-The-obesity-problem-in-Latin-America [Accessed 05 April 2019].
Gordon Food Service (2013). Gen X Food Preferences [online] Available at https://www.gfs.com/en-us/ideas/gen-x-food-preferences [Accessed 15 May 2019].
Hodgson, A. (2019). Stronger Economic Growth Will Drive Latin America’s Middle Class Expansion | Market Research Blog. [online] Available at: https://blog.euromonitor.com/stronger-economic-growth-will-drive-latin-americas-middle-class-expansion/ [Accessed 26 March 2019].
Loria, K. (2017). Report: Millennials will pay more for premium products [online] Available at https://www.fooddive.com/news/report-millennials-will-pay-more-for-premium-products/436793/ [Accessed 15 May 2019].
Mackenzie, M. (2017). What Is Kombucha, Really? Here`s What You Should Know. [online] Available at: https://www.womenshealthmag.com/food/a19911490/what-is-kombucha/ [Accessed April 20 2019].
Maru/Matchbox (2017). Millennials` Willingness to Pay for Premium Ingredients is Helping to Redefine the Food Industry [online] Available at https://www.globenewswire.com/news-release/2017/02/21/1277884/0/en/Millennials-Willingness-to-Pay-for-Premium-Ingredients-is-Helping-to-Redefine-the-Food-Industry.html [Accessed 10 May 2019].
Markgraf, B. (2019). Capacity Utilization and Effects on Product and Profit. [online] Available at: https://smallbusiness.chron.com/capacity-utilization-effects-product-profit-67046.html [Accessed 27 March 2019].
Nielsen (2017). Pockets of Growth: Latin America. [online] Nielsen.com. Available at: https://www.nielsen.com/us/en/insights/reports/2017/pockets-of-growth-latin-america.html [Accessed 16 March 2019].
Nielsen (2015). We Are What We Eat [online] Available at: https://www.nielsen.com/content/dam/nielsenglobal/eu/nielseninsights/pdfs/Nielsen%20Global%20Health%20and%20Wellness%20Report%20-%20January%202015.pdf [Accessed 13 April 2019].
Popkin, B.M. and Reardon, T. (2018). Obesity and the food system transformation in Latin America. Available at: https://onlinelibrary.wiley.com/doi/full/10.1111/obr.12694 [Accessed 05 April 2019].
Prebiotin (2018). Prebiotics vs. Probiotics [online] Available at: https://www.prebiotin.com/prebiotin-academy/what-are-prebiotics/prebiotics-vs-probiotics [Accessed 13 April 2019].
Rainwater, L. (2017). Marketing: Don’t Leave Out Generation X [online] Available at https://clubsolutionsmagazine.com/2017/10/marketing-dont-leave-generation-x/ [Accessed 10 May 2019].
Reuters (2018). Global Kombucha Market 2018. [online] Available at: https://www.reuters.com/brandfeatures/venture-capital/article?id=40693 [Accessed 20 April 2019].
Statista (2019). Non-alcoholic beverage market value in Latin America in 2018 and 2023 [online] Available at: https://www.statista.com/statistics/799950/non-alcoholic-beverage-market-value-latin-america/ [Accessed 26 March 2019].
Staughton, J. (2019). 8 Surprising Benefits of Aloe Vera Juice. [online] Available at: https://www.organicfacts.net/aloe-vera-juice.html [Accessed 15 April 2019].
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)
106933029
資料來源 http://thesis.lib.nccu.edu.tw/record/#G0106933029
資料類型 thesis
dc.contributor.advisor 張永明zh_TW
dc.contributor.advisor Chang, Daviden_US
dc.contributor.author (作者) 周敬堯zh_TW
dc.contributor.author (作者) Chou, Jasonen_US
dc.creator (作者) 周敬堯zh_TW
dc.creator (作者) Chou, Jasonen_US
dc.date (日期) 2019en_US
dc.date.accessioned 7-八月-2019 16:21:01 (UTC+8)-
dc.date.available 7-八月-2019 16:21:01 (UTC+8)-
dc.date.issued (上傳時間) 7-八月-2019 16:21:01 (UTC+8)-
dc.identifier (其他 識別碼) G0106933029en_US
dc.identifier.uri (URI) http://nccur.lib.nccu.edu.tw/handle/140.119/124792-
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) 106933029zh_TW
dc.description.abstract (摘要) 無zh_TW
dc.description.abstract (摘要) In recent years, ready-to-drink industry in Latin America had shown promising opportunities and growth due to growing disposable income and increasing middle income class. These positive signs of growth had therefore intensified the industry by attracting more competitors and brands into the market. The result of this intensification is the negative impact that weighs on Valle Verde’s business, a trading company of Aloe Vera juice in Costa Rica. With the growing competitors that is hindering its growth, Valle Verde is urgently requiring a plan for growth. Hence, this report is written with the intention of revealing possible strategic approaches that Valle Verde can adopt to achieve business growth.
Through comprehensive analyses, strategies for business growth are recommended and concluded. Firstly, Valle Verde must gain the ability to lower costs while aiming for increase of sales volume. Secondly, Valle Verde can expand its product portfolio by providing prebiotic drinks that helps on meeting the growing demands for healthy food and beverages in Latin America. Lastly, it is imperative for Valle Verde to enter the modern traditional as there is a growing inclination towards this channel. However, in order to gain market share in this channel, Valle Verde must engage in marketing activities to create brand awareness for its products.		en_US
dc.description.tableofcontents 1. Introduction 1
1.1. Background 1
1.2. Needs for Business Growth Plan 3
1.3. Research Methodology 4
1.4. Thesis Structure 4
2. Business Analysis 6
2.1. External Analysis 6
2.1.1. Ready-to-Drink (RTD) Market 6
2.1.2. PEST Analysis 7
2.1.3. Increasing Demand for Health and Wellness 8
2.1.4. Consumer Analysis 11
2.1.5. Consumer Trends 15
2.1.6. Competitor Analysis 16
2.2. Internal Analysis 18
2.2.1. Valle Verde 18
2.2.2. Operational Structure 20
2.2.3. Roles and Responsibilities 21
2.2.4. Product offering 22
2.2.5. Distribution Channel 23
2.2.6. Brand recognition 23
3. Business Growth Strategy 24
3.1. SWOT Analysis 25
3.2. ANSOFF Model 28
3.2.1. Market Penetration 28
3.2.2. Product Development 28
3.2.3. Market Development 29
3.2.4. Diversification 30
3.3. Bottling Plant 31
3.3.1. Production Capacity 31
3.3.2. Advantages 32
3.3.3. Needs to Produce Rather Than Import 35
3.3.4. Joint-Venture as Strategy 37
3.4. Simpson Biotech CO., LTD 39
3.4.1. Kombucha 40
3.4.2. Prebiotic Drinks 41
3.4.3. First Canned Food Thailand 42
3.5. STP (Segmentation, Targeting, and Positioning) 42
3.5.1. Segmentation 42
3.5.2. Targeting 44
3.5.3. Positioning 45
3.6. Marketing Mix / 4C 45
3.6.1. Customer 45
3.6.2. Cost 46
3.6.3. Convenience 47
3.6.4. Communication 48
4. Price Analysis and Break-Even 49
4.1. Price Analysis 49
4.1.1. Price Comparison 49
4.1.2. 5-year Profit and Loss Projections 50
4.2. Break-Even Analysis 54
5. Conclusion 55
6. Reference 57		zh_TW
dc.source.uri (資料來源) http://thesis.lib.nccu.edu.tw/record/#G0106933029en_US
dc.subject (關鍵詞) 即飲酒zh_TW
dc.subject (關鍵詞) 增長型戰略zh_TW
dc.subject (關鍵詞) 健康與保健zh_TW
dc.subject (關鍵詞) RTD (ready-to-drink)en_US
dc.subject (關鍵詞) growth strategyen_US
dc.subject (關鍵詞) health and wellnessen_US
dc.title (題名) Valle Verde的商業成長策略zh_TW
dc.title (題名) Business growth strategy for Valle Verdeen_US
dc.type (資料類型) thesisen_US
dc.relation.reference (參考文獻) Allied Market Research (2017). Aloe Vera Juice Market. [online] Available at: https://www.alliedmarketresearch.com/aloe-vera-juice-market [Accessed April 15 2019].
Asaad, J. (2018). Fresh, Fast, Eco-Friendly: What Millennials Look for in Their Daily Beverages. [online] Available at https://www.drinkpreneur.com/beverage-howto/fresh-fast-eco-friendly-what-millennials-look-for-in-their-daily-beverages/ [Accessed 15 May 2019].
BBVA Research (2019). [online] Available at: https://www.bbvaresearch.com/wp-content/uploads/2019/02/Latam-Economic-Outlook-1Q19_edi_vf-1.pdf [Accessed 20 April 2019].
Bottle Store (2017). Kombucha Popularity Makes Beverage Market Growth Soar. [online] Available at: https://www.bottlestore.com/blog/kombucha-popularity-makes-beverage-market-growth-soar/ [Accessed April 20 2019].
Capizzani, M., Huerta, F. and Oliveira, P. (2019). [online] Retail in Latin America: Trends, Challenges, and Opportunities. Available at: https://media.iese.edu/research/pdfs/ESTUDIO-170-E.pdf [Accessed March 28 March 2019].
China Briefing (2011). China-Costa Rica FTA Comes into Effect - China Briefing News. [online] China Briefing News. Available at: https://www.china-briefing.com/news/china-costa-rica-fta-comes-into-effect/ [Accessed 1 April 2019].
Consultancy.Lat (2019). Going modern with Latin American consumer practices. [online] Available at: https://www.consultancy.lat/news/923/going-modern-with-latin-american-consumer-practices [Accessed 25 March 2019].
Culliney, K. (2019). Euromonitor: Industry must react to `megatrends` shaping consumer behavior in Latin America. [online] Available at: https://www.foodnavigator-latam.com/Article/2018/08/10/Euromonitor-explores-Latin-America-retail-megatrends [Accessed 26 March 2019].
Daniells, S. (2018). Latin America is the Fastest Growing Market for Probiotics, With Brazil & Mexico Leading the Way [online] Available at: https://www.foodnavigator-latam.com/Article/2018/06/11/Latin-America-is-the-fastest-growing-market-for-probiotics-with-Brazil-Mexico-leading-the-way-Kerry-Ganeden [Accessed 13 April 2019].
Daniels, J., Radebaugh, L. and Sullivan, D. (2019). International Business: Environments & Operations. Harlow: Pearson Education Limited, pp. 446-451.
Dow (2018). Euromonitor: Industry must react to `megatrends` shaping consumer behavior in Latin America. [online] Available at: https://www.foodnavigator-latam.com/Article/2018/08/10/Euromonitor-explores-Latin-America-retail-megatrends [Accessed 26 March 2019].
Edelman (2017). Latin America Food and Beverage Trends. [online] Slideshare.net. Available at: https://www.slideshare.net/EdelmanInsights/latin-america-food-and-beverage-trends [Accessed 27 March 2019].
Euromonitor Research (2013). Special Report: Rising Middle Class Threatens Global Food Security. [online] Available at: https://blog.euromonitor.com/special-report-rising-middle-class-threatens-global-food-security/ [Accessed 16 Jun. 2019].
Financial Buzz (2018). The Nonalcoholic Beverage Market is Projected to Grow [online] Available at https://www.prnewswire.com/news-releases/the-nonalcoholic-beverage-market-is-projected-to-grow-681739161.html [Accessed 01 May 2019].
Fitch Solutions (2019). Latin America Food & Drink Report. [online] Available at https://search-proquest-com.autorpa.lib.nccu.edu.tw/docview/2196944019 [Accessed 20 March 2019].
Fona International (2015). Millennials & Functional Beverages [online] Available at https://www.fona.com/millennials-functional-beverages/ [Accessed 10 May 2019].


Food and Agriculture Organization of the United Nations (2019). FAO - News Article: Overweight affects almost half the population of all countries in Latin America and the Caribbean except for Haiti. [online] Available at: http://www.fao.org/news/story/en/item/463472/icode/ [Accessed 20 March 2019].
Fryc, D. (2018). For Wellness & Better-for-you Brands, Gen X Spends the Most [online] Available at https://www.retail-voodoo.com/insight/generation-x-marketing-strategy/ [Accessed 15 May 2019].
Global Growth Markets (2016). The Obesity Problem in Latin America. [online] Available at: http://ggmkts.com/i-The-obesity-problem-in-Latin-America [Accessed 05 April 2019].
Gordon Food Service (2013). Gen X Food Preferences [online] Available at https://www.gfs.com/en-us/ideas/gen-x-food-preferences [Accessed 15 May 2019].
Hodgson, A. (2019). Stronger Economic Growth Will Drive Latin America’s Middle Class Expansion | Market Research Blog. [online] Available at: https://blog.euromonitor.com/stronger-economic-growth-will-drive-latin-americas-middle-class-expansion/ [Accessed 26 March 2019].
Loria, K. (2017). Report: Millennials will pay more for premium products [online] Available at https://www.fooddive.com/news/report-millennials-will-pay-more-for-premium-products/436793/ [Accessed 15 May 2019].
Mackenzie, M. (2017). What Is Kombucha, Really? Here`s What You Should Know. [online] Available at: https://www.womenshealthmag.com/food/a19911490/what-is-kombucha/ [Accessed April 20 2019].
Maru/Matchbox (2017). Millennials` Willingness to Pay for Premium Ingredients is Helping to Redefine the Food Industry [online] Available at https://www.globenewswire.com/news-release/2017/02/21/1277884/0/en/Millennials-Willingness-to-Pay-for-Premium-Ingredients-is-Helping-to-Redefine-the-Food-Industry.html [Accessed 10 May 2019].
Markgraf, B. (2019). Capacity Utilization and Effects on Product and Profit. [online] Available at: https://smallbusiness.chron.com/capacity-utilization-effects-product-profit-67046.html [Accessed 27 March 2019].
Nielsen (2017). Pockets of Growth: Latin America. [online] Nielsen.com. Available at: https://www.nielsen.com/us/en/insights/reports/2017/pockets-of-growth-latin-america.html [Accessed 16 March 2019].
Nielsen (2015). We Are What We Eat [online] Available at: https://www.nielsen.com/content/dam/nielsenglobal/eu/nielseninsights/pdfs/Nielsen%20Global%20Health%20and%20Wellness%20Report%20-%20January%202015.pdf [Accessed 13 April 2019].
Popkin, B.M. and Reardon, T. (2018). Obesity and the food system transformation in Latin America. Available at: https://onlinelibrary.wiley.com/doi/full/10.1111/obr.12694 [Accessed 05 April 2019].
Prebiotin (2018). Prebiotics vs. Probiotics [online] Available at: https://www.prebiotin.com/prebiotin-academy/what-are-prebiotics/prebiotics-vs-probiotics [Accessed 13 April 2019].
Rainwater, L. (2017). Marketing: Don’t Leave Out Generation X [online] Available at https://clubsolutionsmagazine.com/2017/10/marketing-dont-leave-generation-x/ [Accessed 10 May 2019].
Reuters (2018). Global Kombucha Market 2018. [online] Available at: https://www.reuters.com/brandfeatures/venture-capital/article?id=40693 [Accessed 20 April 2019].
Statista (2019). Non-alcoholic beverage market value in Latin America in 2018 and 2023 [online] Available at: https://www.statista.com/statistics/799950/non-alcoholic-beverage-market-value-latin-america/ [Accessed 26 March 2019].
Staughton, J. (2019). 8 Surprising Benefits of Aloe Vera Juice. [online] Available at: https://www.organicfacts.net/aloe-vera-juice.html [Accessed 15 April 2019].		zh_TW
dc.identifier.doi (DOI) 10.6814/NCCU201900415en_US