湖北X实业集团股份有限公司玉米汁饮品海外市场拓展商业计划书

发布时间：2019-03-14 14:46

【摘要】：本文是为湖北X实业集团股份有限公司玉米汁饮品开拓澳大利亚市场而准备的商业计划书。根据民营企业特点及饮料制造行业发展状况和行业前景，综合运用市场营销、财务管理等方面的理论，对X公司拓展澳大利亚市场的可行性进行分析。具体的从公司和项目的基本情况、公司研发、市场及行业情况、营销、财务预算、风险分析及控制等多方面对该项目进行分析和计划，有利于X公司更好的开拓海外市场。其中市场及行业情况、财务预算及风险控制是本商业计划书的重点部分。从19世纪20年代果汁工业化生产开始，果汁饮品发展缓慢。而我国在1981年才引进第一条浓缩果汁生产线。果汁的主要消费市场集中在北美、澳大利亚及西欧。近年来蔬菜汁与果汁的混合饮料及纤维饮料等将推动果汁饮品市场进一步发展。随着人们对于健康理念的重视，粗粮饮料将成为消费者追求的适合现代生活方式的现代饮品。由于全球对甜玉米饮料的加工不多，所以发展甜玉米饮品市场前景比较广阔。 X玉米汁饮品是由湖北X公司在标准生产基地种植的原生态青春期甜玉米研制而成的。湖北X生物科技有限公司作为湖北X实业集团股份有限公司的子公司，，又作为X玉米汁饮品的研发单位，目前需要融资生产流动资金1200万元。根据市场和行业情况，取澳大利亚市场饮料行业净资产收益率的中间值作为投资者要求的贴现率，得到净现值为215.58万元，IRR为58%，可知该项目效益良好。项目的动态回收期为3.117年小于要求的回收期5年，知X公司拓展澳大利亚市场是可行的。
[Abstract]:This paper is a business plan for Hubei X Industrial Group Co., Ltd. to open up the Australian market for corn juice drinks. According to the characteristics of private enterprises and the development and prospect of beverage manufacturing industry, the feasibility of X Company expanding Australia market is analyzed by using the theories of marketing and financial management. Analyzing and planning the project from the basic situation of company and project, company R & D, market and industry situation, marketing, financial budget, risk analysis and control, etc., is helpful for X Company to develop overseas market better. Market and industry conditions, financial budget and risk control are the key parts of this business plan. Since the industrialization of fruit juice production in the 1920s, the development of juice drinks has been slow. Our country only introduced the first concentrated juice production line in 1981. The main consumer market for juice is concentrated in North America, Australia and Western Europe. In recent years, the mixed beverage and fiber beverage of vegetable juice and juice will promote the further development of juice beverage market. With the importance of health concept, coarse-grain beverage will become a modern drink which is suitable for modern life style. Due to the global processing of sweet corn drinks is not much, so the development of sweet corn drinks market prospects are relatively broad. X corn juice drink is developed by Hubei X Company in the standard production base of the original ecological adolescent sweet corn. Hubei X Biotechnology Co., Ltd., as a subsidiary of Hubei X Industrial Group Co., Ltd., and as a R & D unit of X corn juice beverage, needs to finance and produce 12 million yuan of working capital at present. According to the market and industry conditions, taking the median return on net assets of the Australian beverage industry as the discount rate required by investors, the net present value is 2.1558 million yuan and the IRR is 58%, which indicates that the project has a good benefit. The dynamic payback period of the project is 3.117 years less than the required payback period of 5 years, and it is feasible for X to expand into the Australian market.
【学位授予单位】：华中科技大学
【学位级别】：硕士
【学位授予年份】：2013
【分类号】：F274;F426.82

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