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研究生:因克利
研究生(外文):Chahin, Christian
論文名稱:OrganiQ農場
論文名稱(外文):OrganiQ produce farm
指導教授:蔡政憲蔡政憲引用關係
指導教授(外文):Tsai, Jason
學位類別:碩士
校院名稱:國立政治大學
系所名稱:國際經營管理英語碩士學位學程(IMBA)
學門:商業及管理學門
學類:企業管理學類
論文種類:學術論文
畢業學年度:105
語文別:英文
論文頁數:68
中文關鍵詞:有機農場食品業
外文關鍵詞:OrganicFarmFood Industry
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OrganiQ is a company aiming to become a trusted provider of high quality, tasty organic leafy greens that set’s a new culinary standard. OrganiQ’s produce is of the highest quality, grown without pesticides and other chemicals but provided exactly with what they need every single stage of their growth cycle.
Organic produce consumers want to feel confident that they are buying food that has kept its organic integrity at each stage of the supply chain journey. In 2013, the organic market became attractive enough for foreign investors to open a branch of an organic chain of supermarkets in Tegucigalpa. Consumers within this market segment want their organic produce to be truly fresh, discarding the traditional marketing of fresh produce which was picked when it was still unripe hundreds of kilometers away for it to be displayed “fresh” on market shelves.
By bringing the farm to city with our innovative farming operation we are able to deliver produce in which the organoleptic properties of our produce are enhanced, delivering a produce rich in taste with great appearance.
1. COMPANY OVERVIEW 1
1.1. Mission 1
1.2. Vision 1
1.3. Objectives 1
1.3.1. General 1
1.3.2. Specific 1
1.4. Key Success Factors 2
1.5. Brand and Product Overview 3
1.6. Company Ownership 3
2. MARKET ANALYSIS 4
2.1. Industry Overview 4
2.2. The Honduran Market 8
2.2.1. Economy 9
2.2.2. Demographics and Segmentation 11
2.2.3. The Non-Organic and Organic Market 12
2.2.4. Industry Players 13
2.3. The Central American Market 14
2.4. Business Opportunity 15
3. BUSINESS MODEL 16
3.1. Value Proposition 16
3.2. Customer Segments 16
3.3. Channels 17
3.4. Customer Relationships 17
3.5. Revenue Streams 18
3.6. Key Partners 18
3.7. Key Resources 19
3.8. Key Activities 19
3.9. Cost Structure 20
3.9.1. Fixed Costs 20
3.9.2. Variable Costs 21
4. PRODUCTS 21
4.1. OrganiQ’s Produce Description 21
4.2. Packaging 22
4.3. Inventory Management 23
4.4. Distribution Plan 23
4.5. Competitive Advantage 25
5. Marketing Plan and Sales Strategy 25
5.1. Selling Proposition 25
5.2. Target Market 26
5.3. Consumer Behavior 27
5.3.1. Problem Recognition 27
5.3.2. Information Search 28
5.3.3. Evaluation of Alternatives 28
5.3.4. Purchase Decision 28
5.3.5. Post-Purchase Behavior 29
5.4. Positioning Strategy 29
5.5. Pricing Strategy 30
5.6. Perceptual Positioning Map 30
5.7. Promotion Strategy 31
5.7.1. Push Marketing 31
5.7.2. Pull Marketing 32
5.8. Online Marketing Strategy 33
5.8.1. Web Site 33
5.8.2. Social Media Marketing 34
6. Strategic Planning 35
6.1. External Analysis 35
6.1.1. Porter’s Five Forces Model 36
6.1.2. Industry Life Cycle Analysis 37
6.1.3. Macroenvironment 38
6.2. Internal Analysis 39
6.3. SWOT Analysis 41
6.4. Business Level Strategy 43
7. Future Opportunities 44
7.1. Product Development 44
7.1.1. Brand Extension 44
7.1.2. Line Extension 45
8. Financial Plan 45
8.1. Startup Expenses 47
8.2. Projected Initial Balance Sheet 48
8.3. Pro Forma Income Statement 51
8.4. Pro Forma Cash Flow 52
8.5. Profitability Analysis 53
8.5.1. Internal Rate of Return Analysis 53
8.5.2. Cost Volume Profit Analysis 54
8.5.3. Sensitivity Analysis 55
9. Conclusion 56
10. Bibliography 57
11. Appendix 61
11.1. Startup Costs 61
11.2. Market Share and Sales Forecast 63
11.3. Amortization Table 64
11.4. Depreciation Table 67
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Deguate. (2013, March 14). Deguate. Retrieved from Datos Sobre Exportaciones e Importaciones de Guatemala Ver más: http://www.deguate.com/artman/publish/ecofin_articulos/Datos_Sobre_Exportaciones_e_Importaciones_de_Guate_356.shtml: http://www.deguate.com/artman/publish/ecofin_articulos/Datos_Sobre_Exportaciones_e_Importaciones_de_Guate_356.shtml
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Dominguez, E. (2015, September 07). Distrito Central, el municipio mas poblado de Honduras. Retrieved from El Heraldo: http://www.elheraldo.hn/metro/877441-213/distrito-central-el-municipio-m%C3%A1s-poblado-de-honduras
Estadistica, I. N. (2015, July 29). Evaluacion de ingresos de la poblacion hondureña. Retrieved from Instituto Nacional de Estadistica: www.ine.gob.hn%2Fsistema%2Fuploads%2F2014%2F11%2F19%2FL2DEWN0Bo9ArlcqCpcFPSVOzoeFKflME.pdf&usg=AFQjCNFxuecozN_H10dx94uQ7evVHxdWkw&sig2=57WyNVNUyEZJ2xq8dfXqYg
Gold, M. (2007, June 07). Organic Production/Organic Food: Information Access Tools. Retrieved from USDA: https://www.nal.usda.gov/afsic/organic-productionorganic-food-information-access-tools
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Lopez, L. (2013, August 15). Honduras, primer exportador mundial de café orgánico. Retrieved from Diario La Prensa: http://www.laprensa.hn/economia/laeconomia/347091-98/honduras-primer-exportador-mundial-de-caf%C3%A9-org%C3%A1nico
Montoya, M. (2016, November 01). Biblioteca Wilson Popenoe. Retrieved from Biblioteca Wilson Popenoe: https://bdigital.zamorano.edu/handle/11036/5872
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OTA. (2016, January 03). State of the Organic Industry. Retrieved from http://ota.com/sites/default/files/indexed_files/OTA_StateofIndustry_2016.pdf
Phillips. (2015, October 2015). PHILIPS’ CITY FARMING: DESIGNING THE FUTURE OF FOOD. Retrieved from PHILIPS’ CITY FARMING: DESIGNING THE FUTURE OF FOOD: http://wdo.org/philips-city-farming-designing-the-future-of-food/
Ucles, O. (2014, April 07). Lepaterique mayor abastecedor de mayoreos y supermercados. Retrieved from Diario El Heraldo: http://www.elheraldo.hn/metro/587272-213/lepaterique-mayor-abastecedor-de-mayoreos-y-supermercados
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