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| 研究生： |
賀尚 Herve Sione |
|---|---|
| 論文名稱： |
在布吉納法索行銷當地稻米 Marketing local rice in Burkina Faso |
| 指導教授： |
劉助
Liu, James |
| 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： | 2015 |
| 畢業學年度： | 103 |
| 語文別： | 英文 |
| 論文頁數： | 46 |
| 中文關鍵詞： | 當地稻米 、行銷 、布吉納法索 |
| 外文關鍵詞： | Local rice, Marketing, Burkina Faso |
| 相關次數： | 點閱：153 下載：18 |
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Burkina Faso like many other West African countries faces an increasing rice consumption trend mainly driven by urban demand and population growth. On average the current local annual demand is 400,000 Tons of milled rice which represent a 200 million USD business per year. However local production is still lower than demand. Around 60% of the national demand is supplied with imports from countries like, Thailand, Vietnam, and Pakistan.
Local demand is expected to grow at an annual rate of 5.6% for the in the coming years and our main goal is to take advantage of the current favorable environment in the local rice industry by capturing at least 1% of the target market. The challenge is to produce and market good quality rice that meets consumer’s tastes and price requirements at a low cost possible. Therefore we will outsource the farming and the processing of the raw material to selected qualified partners. Our role is to provide technical assistance to our partners to improve the yields, reduce the costs, and improve the quality of the final product which will be marketed in a selected network of wholesalers and retailers. The gain in profitability will be shared with all our partners to create a win-win and sustainable business relationship.
The financial analysis performed indicates that the business is profitable within a 5 years period with a NPV of 20,353,657 FCFA.
1. Executive summary 1
1.1. Company brand name 1
1.2. Industry 1
1.3. Business model 1
1.4. Location 1
1.5. Vision 1
1.6. Mission 2
1.7. Profile of company’s management 2
1.8. Objectives 2
1.9. Financial requirements 3
2. The Business overview 4
2.1. Business background 4
2.2. Products 6
2.3. Market 6
3. Market Analysis 7
3.1. Industry overview 7
3.1.1. The local rice value chain 7
3.1.2. The input suppliers 8
3.1.3. The farmers or producers of paddy rice 8
3.1.4. The processors 8
3.1.5. The distributors 9
3.2. Customers 10
3.3. Regulations in rice trade 10
3.4. PEST analysis 10
3.4.1. Political 10
3.4.2. Economical 11
3.4.3. Social 11
3.4.4. Technological 12
3.5. Porter five forces analysis 12
3.5.1. Threat of new entrants-Medium 12
3.5.2. Competitive rivalry: Medium 13
3.5.3. Bargaining power of buyers: high 14
3.5.4. Bargaining power of suppliers: high 14
3.5.5. Threat of substitute products: low 15
3.6. Competitors analysis 15
3.6.1. Rice importers 16
3.6.2. Local artisanal processors 17
3.6.3. Local industrial processors 18
3.7. SWOT analysis 19
3.8. Business model 20
4. Marketing Plan 22
4.1. Customers preferences 22
4.2. Target market and positioning 24
4.2.1. Target market 24
4.2.2. Positioning 24
4.3. Marketing mix 25
4.3.1. Product 25
4.3.2. Price 25
4.3.3. Promotion 26
4.3.4. Place 26
5. Operations and location 28
5.1. Farmers/Supply 28
5.2. Processors 28
5.3. Wholesalers and retailers 29
5.4. Location and environment 30
6. Personnel (staff positions and management) 32
7. Financial data 34
7.1. Assumptions to projected financial statements 34
7.2. Income statement 36
7.3. Cash flow statement 37
7.4. Balance sheet 38
7.5. Break even analysis 39
7.6. Sensitivity analysis 39
7.7. Sources and use of funds 41
8. Potential risks 42
9. Conclusion 43
10. References 44
11. Appendixes 45
1. USAID, October 2009,Global food security response: West Africa rice value chain analysis; http://www.fidafrique.net/IMG/pdf/West-Africa-RiceVC-Analysis.pdf
2. Bill & Melinda Gates foundation, July 2012, Developing the rice industry in Africa Burkina Faso assessment http://www.inter-reseaux.org/IMG/pdf/20120803_Burkina_Faso_rice_value_chain_analysis.pdf
3. FAO, 2009, Analyse de la compétivité de la filière riz local au Burkina Faso http://www.fao.org/docs/up/easypol/938/analyse-filiere-riz-local-burkina-faso_131fr.pdf
4. Direction Générale de la Promotion de l’Economie Rurale, 2011 ; Etude sur la structure des prix du riz local au Burkina Faso, http://www.pda.bf/images/documents/riz/livret%20structure%20des%20prix%20riz%20bf%202012.pdf
5. Intermon Oxfam & UNPRB, April 2011 ; Etude de marche sur le riz local, http://www.inter-reseaux.org/IMG/pdf/Rapport_e_tude_de_marche__riz_local.pdf
6. Shikhar Goel, June 2013 ; Business plan : Beverage chain in India,
