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研究生： 畢熹雅
Celia Briffaut
論文名稱： 超越 - 提供健康餐飲之膳食準備公司
Transcendent - a meal prep company
指導教授： 郭維裕
Kuo, Georges
口試委員: 徐政義
Shiu, Cheng‑Yi
陳威光
Chen, Wei-Kuang
學位類別： 碩士
Master
系所名稱： 商學院 - 國際經營管理英語碩士學位學程(IMBA)
International MBA Program College of Commerce(IMBA)
論文出版年： 2020
畢業學年度： 108
語文別： 英文
論文頁數： 43
中文關鍵詞： 健康 、營養 、備餐 、超級食物
外文關鍵詞： Healthy, Nutrition, Meal prep, Superfood
DOI URL： http://doi.org/10.6814/NCCU202000538
相關次數： 點閱：191  下載：4 
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    • Transcendent is a meal prep company, established in Montréal Canada. North America, especially the US, is the biggest consumer of meal kits and meal preps, which is an everyday growing industry in Canada.
    Canadians' lifestyle has them eat unhealthily; indeed the long workdays with 30 minutes lunch break influence them in buying pricy food outside and order unhealthy food for diner to the detriment of their body's nutritional needs.
    Meal prep is a solution for both lunch breaks and dinners, designed for people who wish to lose weight, gain muscle, or simply reach a higher happiness level and self-satisfaction through nutrition, as it has been proven that healthy food is 7 times more impactful on people's happiness than sweet and fat food. We plan to expand our activity to superfood products (powder et cetera) through e-commerce as it is in line with our vision: helping people live a happier life by optimizing their health to allow them to reach their higher state of mind.
    We rely on social media to acquire notoriety as well as partnerships within the fitness industry and networking events.

    1. Motivation 1
    1.1. Market research Meal prep industry 1
    1.2. Market research on the Superfood industry 3
    2. Transcendent 5
    2.1. Our vision 5
    2.2. Our brand 6
    2.3. Our logo 6
    3. Products 8
    3.1. Superfood powder 8
    3.1.1. Theta 8
    3.1.2. Valence 8
    3.1.3. Resplendent 9
    3.2. Meal prep 9
    3.3. Custom made meal preps 10
    4. Marketing channels 11
    4.1. Shopify 11
    4.2. Instagram 11
    4.3. Facebook fan page 12
    5. Social media campaign 13
    5.1. Context 13
    5.2. Actions 13
    6. Promotion strategy 14
    6.1. Customer base strategy 14
    6.2. Hungry marketing strategy 14
    6.3. Loyalty program and trials 15
    6.4. Partnership 16
    7. Strategy 17
    7.1. Competitors analysis 17
    7.2. SWOT Analysis 18
    7.3. Competitive advantage 20
    8. Entry 21
    8.1. Customer segment 21
    8.1.1. Meal preps 21
    8.1.2. Superfood 22
    8.2. Pricing strategy 22
    9. Product development 24
    9.1. CBD oil 24
    9.2. Market research 25
    10. Financial analysis 26
    10.1. Optimistic scenario 26
    10.1.1. Income statements forecast 26
    10.1.2. Cash flows forecast 28
    10.1.3. NPV analysis 29
    10.2. Second scenario 29
    10.2.1. Income statements forecast 29
    10.2.2. Cash flows forecast 31
    10.2.3. NPV analysis 32
    11. Sustainability 33
    12. Operations 34
    12.1. Schedule 35
    12.1.1. Meal prep 35
    12.1.2. Superfood 35
    12.2. Suppliers 36
    13. Team 37
    14. Conclusion 39
    References 40
    Appendices 41

    - Prasannan A., 2017, Global ready meal industry, Alliedmarketresearch.com, viewed on the 4/05/2020, < https://www.alliedmarketresearch.com/ready-meals-market >

    - Conway J., 2019, Fresh food meal kits industry, Statista.com, viewed on the 4/05/2020, <https://www.statista.com/statistics/761621/meal-kit-delivery-service-market-value/>

    - Technavio, 2020, Superfood market analysis, Technavio.com, viewed on the 4/05/2020 <https://www.technavio.com/report/superfoods-market-industry-analysis>

    - Jacka F., 2017, World-first trial shows improving diet can treat major depression, Deakin University Australia, viewed on the 3/10/2020, <https://www.deakin.edu.au/about-deakin/media-releases/articles/world-first-trial-shows-improving-diet-can-treat-major-depression>

    - Wahl D., Villinger K., König L., Ziesemer K., Schupp H., and Renner B., 2017, Healthy food choices are happy food choices, University of Konstanz in German, viewed on the 3/10/2020, <https://pubmed.ncbi.nlm.nih.gov/29213109/>

    - Kubala J., 2018, 7 Benefits and Uses of CBD Oil, Healthline.com, viewed on the 5/08/2020, <https://www.healthline.com/nutrition/cbd-oil-benefits>

    - Data Bridge Market Research , 2020, CBD oil industry, Data Bridge Market Research, viewed on the 5/08/2020, <https://www.globenewswire.com/news-release/2020/04/20/2018808/0/en/CBD-Oil-Market-Size-2020-Industry-Share-Growth-Trends-Revenue-Analysis-Top-Leaders-Dr-Hemp-Me-Green-Roads-Royal-CBD-CBD-Oil-Europe-King-CBD-Says-DBMR-Analyst.html>

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