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研究生： 顏莎
Aguilar, Xaviera
論文名稱： 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
指導教授： 白德傑
Brodowsky, Glen
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： 2016
畢業學年度： 104
語文別： 英文
論文頁數： 53
中文關鍵詞： 有機 、莎拉醬 、有機食品產業
外文關鍵詞： Organic, Salad Dressings, Organic Food Industry
相關次數： 點閱：40  下載：10 
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    • 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.

    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

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