哥伦比亚波哥大地区健康定制食品商业计划研究

发布时间：2020-10-02 07:12

　　本研究的目的是确定一个框架,以评价建立一家提供饮食计划和特定营养建议服务公司的可行性。研究以创业理论、创业管理、物流管理等管理学理论为基础,因为这些理论对于食品行业成功的关键因素。本研究分析了两类数据,一是来自考察、个人惊艳、访谈以及波哥大生活人群个人信息的一手数据,二是来自政府统计数据、报纸杂志、无政府组织及各类书籍的二手数据。研究发现,计划中的公司可以通过提供饮食计划和营养建议赢得潜在市场。通过认真控制公司结构,采用创新性的营销方案,该公司可以取得商业成功。研究发现,在当前形势下,新建公司必须建立强有力的商业模式,为公司内各环节提供支持,坚持为终端客户提供价值,确保公司可以获得持续利润。本研究的创新性在于为市场提供一种全新的产品组合,对在各类市场中计划进行类似创业活动者有一定参考作用。
【学位单位】：上海外国语大学
【学位级别】：硕士
【学位年份】：2018
【中图分类】：F416.82
【文章目录】：
Acknowledgements
摘要
Abstract
Chapter One Introduction
    1.1 Background
    1.2 Current Status
    1.3 Research implications
        1.3.1 Theoretical implications
        1.3.2 Practical implications
    1.4. Research Contents and methods
        1.4.1 Research contents
        1.4.2 Research methods
Chapter Two Literature Review
    2.1. Literature Review
        2.1.1 Start Ups Management
        2.1.2 Entrepreneurship
        2.1.3 Distribution and Logistics
    2.2 Models / concepts / frameworks
    2.3 Application of the relevant models, concepts and frameworks
Chapter Three The Opportunity
    3.1 The opportunity explained
        3.1.1 Market Research
        3.1.2 The Gap
    3.2 Industry and Internal analysis
        3.2.1 Current Competitive situation
        3.2.2 Projected strategy moves by current players
        3.2.3 Changes brought to the competitiveness of the industry by the new venture
    3.3 Innovations brought to the industry by the new venture
        3.3.1 Intellectual property / patents
    3.4 Strategy
        3.4.1 Sources of differentiation and competitive advantage
    3.5 Ethics and sustainability
Chapter Four The Company and Team
    4.1 Legal structure
    4.2 Ownership
    4.3 The advisory board
    4.4 The management team
        4.4.1 Expected contributions by each team
        4.4.2 Expected salary
Chapter Five Marketing Plan
    5.1 Identification of customers
    5.2 Number of potential customers and potential sales revenues
    5.3 Requirements of various customer segments
        5.3.1 Importance of purchase for these segments
        5.3.2 Ways to effectively access each segment
    5.4 Appropriate sales and promotion approaches
    5.5 Analysis of how purchase decisions are made
    5.6 Customer price sensitivity
    5.7 Cost of acquiring and retaining customers
    5.8 Strengths and weaknesses of competitors and possible reaction
        5.8.1 Strengths
        5.8.2 Weaknesses
Chapter Six Operating and Financial plans
    6.1. Conversion of inputs into outputs that customer value
        6.1.1 Supplier relationships
        6.1.2 Inventory required
        6.1.3. Manufacturing/service provision
        6.1.4 In-house/outsourced operations
    6.2 Financial plan
        6.2.1 Cost calculations
        6.2.2 Projected Break Even Point
        6.2.3 Projected Cash flows
        6.2.4 Analysis of risk, present value, IRR, etc
        6.2.5 Analysis of possible scenarios and probability of occurrence
    6.3 Contingency plans
    6.4 Triggers/thresholds to change courses
Chapter Seven Conclusion
    7.1 Research findings
    7.2 Limitations and future research directions
References
Appendix
Table of Figures

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