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研究生： 安卓雅
Ráquel, Andrea
論文名稱： 宏都拉斯健康食品快遞服務之商業企畫書
Business plan: healthy meal delivery service in honduras
指導教授： 吳文傑
Wu, Jack
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： 2017
畢業學年度： 105
語文別： 英文
論文頁數： 57
中文關鍵詞： 健康飲食 、餐飲計畫 、運送 、有機食品
外文關鍵詞： Healthy eating, Meal plans, Delivery, Organic food
相關次數： 點閱：51  下載：20 
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    • This business plan is focused on the feasibility of establishing My Chef in the Honduran market as a meal option for individuals who are too busy to cook and/or want the convenience of healthy food options delivered right to their office or home.
    The health food industry is an industry which has seen a lot of growth in the current years and it is starting to take off in Honduras. Even though we would not be the first movers, we are aware that we offer a unique selling proposition where we are not only focused on the meals but we understand the importance that support and a community play on individuals’ decision to continue a healthy lifestyle.
    The meal plan delivery service has taken off around the world in places such as The United States, Canada, Spain, and England. We intend to replicate this success in Honduras by assisting people in making healthier choices.
    From the research done we are confident that My Chef will be a successful option for individuals interested in maintaining a healthy lifestyle as well as those who do not have the time to cook.

    Acknowledgements i
    Abstract ii
    Executive Summary 1
    1. Company Introduction 4
    1.1. Mission 4
    1.2. Vision 4
    1.3. Key Success Factors 4
    1.3.1. Quality Oriented 4
    1.3.1.1. Packaging 4
    1.3.1.2. Ingredients 5
    1.3.2. Customer Focused 6
    1.3.3. Convenient 6
    1.3.4. Affordable 7
    1.4. My Chef Logo 7
    1.5. Company Ownership 7
    2. Market Research Analysis 9
    2.1. Global Market 9
    2.2. Food Industry 11
    2.3. Health and Wellness 14
    2.4. Honduran Market 15
    2.5. Porter’s Five Forces Analysis 19
    2.5.1. Supplier Power 19
    2.5.2. Buyer Power 20
    2.5.3. Competitive Rivalry 20
    2.5.4. Threat of Substitution 20
    2.5.5. Threat of New Entry 20
    2.6. Our Competition 20
    2.7. The Opportunity 23
    2.7.1. SWOT Analysis 24
    3. Products and Services 25
    3.1. Overview 25
    3.2. Team 25
    3.3. Location 26
    3.4. Distribution Strategy 27
    4. Business Model 29
    4.1. Customer Segment 29
    4.2. Value Proposition 31
    4.3. Channels 31
    4.4. Customer Relationship 31
    4.5. Key Activities 32
    4.6. Key Resources 33
    4.7. Key Partners 33
    4.8. Cost Structure 34
    4.9. Revenue Streams 34
    5. Marketing Plan 36
    5.1. Target Market 36
    5.2. Marketing Strategy 36
    5.2.1. Social Media Strategy 36
    5.2.2. Bulletins 37
    5.2.3. Public Relations 38
    5.2.3.1. Sporting Events 38
    5.2.3.2. Tasting Events 38
    5.2.3.3. Influencer Marketing 38
    6. Financial Plan 40
    6.1. Initial Investment Summary 41
    6.2. Initial Balance Sheet 42
    6.3. Estimated Income Statement 43
    6.4. Estimated Cash Flows 44
    6.5. Profitability Analysis 45
    7. Future Growth 46
    7.1. Strategic Alignments 46
    7.2. Market Expansion 46
    7.3. Product Expansion 46
    8. References 48
    9. Appendix 51
    9.1. Map of Main Office and Distribution 51
    9.2. Initial Startup Costs 52
    9.3. Amortization Table 54
    9.4. Wage Calculations 56
    9.5. Depreciation Table 57

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