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研究生： 陳綺玲
Monica Aileen Calix Jo
論文名稱： 社會企業企劃書：Felices Los Apios
Felices Los Apios: Business Plan of a Social Enterprise
指導教授： 劉秀明
Liu, Sandra
口試委員: 陳春龍
Chen, Samuel
林月雲
Lin, Carol
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： 2021
畢業學年度： 109
語文別： 英文
論文頁數： 60
中文關鍵詞： 女性 、賦權 、社會責任 、公平交易 、天然蔬菜 、餐廳 、社區
外文關鍵詞： Women, Empowerment, Social responsibility, Fair-trade, Natural vegetables, Restaurant, Communities
DOI URL： http://doi.org/10.6814/NCCU202100570
相關次數： 點閱：87  下載：0 
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    • This thesis illustrates a business plan to develop a social enterprise that will serve as a platform to connect underserved women with micro and small-sized restaurants in Guatemala City through sales of vegetables.
    We will identify women living in social risk communities and facilitate the tools and seeds to grow vegetables in their gardens. Through Felices Los Apios, these women will sell to restaurants and have a steady income, as they will be part of our ecosystem. We will strengthen this ecosystem so that there is always demand for the produced crops.
    We will identify the underserved communities in the outskirts of Guatemala City. The location of our distribution center will be between the outskirts and the center of the city to facilitate access. We will run all logistics and administrative work from that center, including cleaning, labeling, and re-distributing the vegetables.
    We value our employees and the underserved women as the main assets to run a successful business. Therefore, we will practice fair trade in every part of the supply chain by giving them fair wages and a safe environment to work in and diverse workshops to empower them and help them succeed beyond Felices Los Apios.

    Table of Contents
    1. Company Description 1
    1.1. Name and Logo 2
    1.2. Value Proposition 2
    1.3. Mission 2
    1.4. Vision 3
    1.5. Social Values 3
    1.6. Service Overview 3
    1.7. Social Impact 4
    2. Business Model Analysis 6
    2.1. Customer Relations and Channels 6
    2.2. Key Activities 8
    2.3. Key Partners 8
    3. Market Analysis 10
    3.1. Guatemala’s Population Landscape 10
    3.2. Guatemala’s Poverty and Labour Landscape 13
    3.3. Customer Profile: Micro and Small Sized Restaurants 15
    3.3.1. Micro, Small and Medium Sized Enterprises 15
    3.3.2. Our Customer Profile 16
    3.4. Guatemalan Gastronomy and Restaurant Industry 18
    3.5. Business Opportunity 18
    4. Marketing Plan and Sales 20
    4.1. Competitor Analysis 20
    4.1.1. Direct Competitors 20
    4.1.2. Indirect Competitors 22
    4.2. Porter’s Model 23
    4.3. SWOT Analysis 24
    4.3.1. Strengths 24
    4.3.2. Weaknesses 24
    4.3.3. Opportunities 24
    4.3.4. Threats 25
    5. Strategy & Company’s Position 26
    5.1. Customer Segmentation 26
    5.1.1. Customer Empathy Map 26
    5.2. Positioning 27
    5.3. Marketing Mix 30
    5.3.1. Product / Service 30
    5.3.2. Price 30
    5.3.3. Place 31
    5.3.4. Promotion 36
    5.3.5. Competitive Advantage 37
    6. Operational Plan 38
    6.1. Primary Activities 39
    6.1.1. Inbound Logistics 39
    6.1.2. Operations 39
    6.1.3. Outbound Logistics 40
    6.2. Supporting Activities 40
    6.2.1. Human Resource Management 40
    6.2.2. Technology Development 41
    6.2.3. Social Activities 41
    7. Management & Organization 42
    7.1. Organizational Structure 42
    8. Financial Plan 45
    8.1. Assumptions in the Financial Performance 45
    8.2. Initial funding 45
    8.3. Sales Forecast 46
    8.4. Wages and Salaries 48
    8.5. Cost Structure 49
    8.6. Income Statement 49
    9. References 51
    10. Appendix 54
    10.1. Altruistas Good 54
    10.2. Organización 7 de Noviembre 56
    10.3. Restaurant Ming Court Menu 57
    10.4. Felices Los Apios Website 60

    References
    América Latina y el Caribe - Guatemala. (2019). ONU Mujeres. https://lac.unwomen.org/es/donde-estamos/guatemala
    BARRIGA VERDE - Fruit and Vegetable Store. (2020, February 17). [Facebook Page]. Facebook. https://www.facebook.com/barrigaverdeguatemala
    ¿Cuánto representó la economía informal en Guatemala en 2019? (2019). Prensa Libre. https://www.prensalibre.com/economia/cuanto-represento-la-economia-informal-en-guatemala-en-2019/
    ¿En qué países hay más mujeres que se dedican a emprender? (2020). Statista. https://es.statista.com/grafico/19263/paises-con-mas-mujeres-emprendedoras/
    FRESH FOODS - Fruit and Vegetable Store. (2020, March 27). [Facebook Page]. Facebook. https://www.facebook.com/Fresh-Foods-112451223731603/?ref=page_internal
    Guatemala - Poverty and Wealth. (2000). Encyclopedia of the Nations. https://www.nationsencyclopedia.com/economies/Americas/Guatemala-POVERTY-AND-WEALTH.html
    Guatemala Demographics. (2020). 2020. https://www.worldometers.info/demographics/guatemala-demographics/
    Guatemala es uno de los 50 países con más mujeres emprendedoras. (2020). Guatemala.Com. https://www.guatemala.com/noticias/sociedad/guatemala-uno-50-paises-mas-mujeres-emprendedoras.html
    Knight, R., & Bertoneche, M. (2001). Financial Performance. British Library Cataloguing in Publication Data.
    La receta para “levantar” al sector de restaurantes en Guatemala. (2020). Deloitte S.C. https://www2.deloitte.com/content/dam/Deloitte/gt/Documents/consumer-business/La%20receta%20para%20levantar%20el%20sector%20de%20restaurantes%20en%20Guatemala%20VF.pdf
    MercaDoorGT - Fruit and Vegetable Store. (2020, March 23). [Facebook Page]. Facebook. https://www.facebook.com/MercaDoorGt/
    Penman, S. H. (2009). Accounting for Intangible Assets: There is Also an Income Statement. ABACUS A Journal of Accounting, Finance and Business Studies. Published.
    Porter, M. E. (1998). Competitive Advantage: Creating and Sustaining Superior Performance. Free Press.
    SOMOS LA SOLUCIÓN SALUDABLE Y FÁCIL PARA COMPRAR PRODUCTOS FRESCOS! (2009). Greens by Esparraguss. https://greens.com.gt/
    VEGGIES - Fruit and Vegetable Store. (2020, January 23). [Facebook Page]. Facebook. https://www.facebook.com/Veggies-102359934652056/
    The World Bank Guatemala. (2020). https://www.worldbank.org/en/country/guatemala/overview

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