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| 研究生： |
何厚德 Rivera Pineda, Jose Eduardo |
|---|---|
| 論文名稱： |
瓜地馬拉市的本地食品零售商 AltiPlaza: Local Food Retailer in Guatemala City |
| 指導教授： |
尚孝純
Shari Shang |
| 口試委員: |
李怡慧
Joyce Lee 彭志宏 Chih-Hung Peng |
| 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： | 2024 |
| 畢業學年度： | 112 |
| 語文別： | 英文 |
| 論文頁數： | 97 |
| 中文關鍵詞： | 瓜地馬拉 、市場准入 、零售 、食品工業 、當地產品 |
| 外文關鍵詞： | Guatemala, Market Access, Retail, Food Industry, Local Products |
| 相關次數： | 點閱：24 下載：4 |
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目前，瓜地馬拉市的消費者無法獲得來自鄉村地區的某些當地食品產品。這些產品由資源有限的微型、小型和中型企業銷售，難以進入城市市場。消費者如果想購買這些產品，必須前往特定地點，找到替代品，或放棄消費。
傳統零售商忽視了來自鄉村地區的當地食品產品，原因包括銷售量低於其他快速消費品，及其生產商的投資能力有限等因素。相反，傳統零售商更專注於較大的品牌和進口產品。現有在城市中提供這些產品的零售商針對廣泛的消費群體，但缺乏精選的產品組合。其他則是覆蓋範圍有限的非營利組織。
本論文提出了AltiPlaza的商業計劃，這是一家將在瓜地馬拉市成立的當地食品零售商。AltiPlaza旨在直接從位於瓜地馬拉高地地區的小型和中型生產商處提供多樣化的當地食品產品，通過實體和在線商店作為城市消費者與鄉村生產商之間的中介。本項目的目標是通過將低收入和高失業率地區的社區與更大且更有利可圖的消費群體聯繫起來，提高他們改善生計的機會。
Currently, consumers in Guatemala City are not able to access certain local food products from rural areas. These products are sold by micro, small and medium-sized enterprises with limited resources to reach the urban marketplace. Consumers who intend to purchase these products must travel to a specific location, find substitutes, or forego consumption.
Traditional retailers have overlooked local food products from rural areas due to multiple factors such as low sales volume compared to other FMCG products and limited investment capabilities of their producers. Instead, traditional retailers focus on larger brands and imported products. Existing retailers in the city that offer these products target a broad segment but lack a curated portfolio. Others are not-for-profit initiatives with limited reach.
This thesis presents a Business Plan for AltiPlaza, a local food retailer to be established in Guatemala City. AltiPlaza aims to offer a diverse selection of local food products directly sourced from small and medium-sized producers located in the Highlands Region of Guatemala, serving as the intermediary between urban consumers and rural producers through a physical and online store. The objective of this project is to improve the market access of communities in low-income and high-unemployment areas by connecting them to a larger and more profitable consumer base, increasing their chances of improving their livelihood.
TABLE OF CONTENTS
1. Business Opportunity 8
1.1. Problem To Be Solved 8
1.3. Market Potential 9
1.4. Product Description 9
1.5. Pain Points to Solve 12
2. Industry Analysis 16
2.1. PESTLE Analysis 16
2.2. Local Industry Characteristics 21
2.3. Local Industry Challenges and Opportunities 23
2.4. Porter’s Five Forces Analysis 25
3. Customer Analysis 27
3.1. Market Analysis 27
3.2. Local Food Products Market 29
3.3. AltiPlaza’s Buyer Persona 33
4. Competitive Analysis 38
4.1. Direct Competitors 38
4.2. Indirect Competitors 42
4.3. SWOT 43
5. Company Overview 44
5.1. Purpose 45
5.2. Name, Slogan, and Logo 46
5.3. Mission 47
5.4. Vision 47
5.5. Objectives 47
5.6. Products 48
6. Business Model Analysis 49
6.1. Value Proposition 50
6.2. Key Activities 51
6.3. Key Partners 52
6.4. Key Resources 53
6.5. Channels 54
6.6. Customer Segments 55
6.7. Customer Relationship 55
6.8. Cost Structure 56
6.9. Revenue Streams 56
7. Marketing Plan 57
7.1. Product 57
7.2. Price 58
7.3. Place 59
7.4. Promotion 61
7.5. Plan Execution Timeline 64
7.6. Marketing Budget 65
8. Operation Plan 66
8.1. Primary Activities 66
8.2. Secondary or Supporting Activities 75
9. Management Team 77
9.1. Team Structure 77
9.2. Job Profiles 78
10. Financial Plan 80
10.1. Costs and Expenses 80
10.3. Sales Revenue 82
10.4. Capital Expenditure 85
10.5. Income Statement 86
10.6. Balance Sheet 87
10.7. Cash Flow 88
11. References 89
12. Appendix 94
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