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植物香料口味酸奶创业研究

Acknowledgements第6-7页
摘要第7-8页
Abstract第8页
Chapter One Introduction第16-23页
    1.1 Research background第16-18页
        1.1.1 Why I conduct this study?第16-17页
        1.1.2 Yogurt第17页
        1.1.3 Aromatic plants第17-18页
    1.2 Current status第18-19页
    1.3 Research implications第19-20页
        1.3.1 Theoretical implications第19页
        1.3.2 Practical implications第19-20页
    1.4 Research contents and methods第20-23页
        1.4.1 Research contents第20-21页
            1.4.1.1 Research topic第20页
            1.4.1.2 Market research第20页
            1.4.1.3 Management theories research第20页
            1.4.1.4 Research Problem第20页
            1.4.1.5 Specific objectives第20-21页
        1.4.2 Research methods第21-23页
            1.4.2.1 Non-probabilistic sampling survey methods (primary data)第21-22页
            1.4.2.2 Investigation第22页
            1.4.2.3 Secondary data第22页
            1.4.2.4 Library research第22-23页
Chapter Two Literature Review第23-35页
    2.1 Management theories第23-31页
        2.1.1 4Ps of marketing第23-24页
        2.1.2 Positioning and image第24-25页
        2.1.3 Analysis of the form of generating profits第25页
        2.1.4 Positive attitudes第25-26页
        2.1.5 Pricing第26页
        2.1.6 Trust generation and competitiveness第26-28页
        2.1.7 Benefits of yogurts第28页
        2.1.8 Benefits of aromatic plants第28-31页
            2.1.8.1 Antibacterial effect第28-29页
            2.1.8.2 Antifungal effect第29页
            2.1.8.3 Antiviral effect第29-30页
            2.1.8.4 Relief of symptoms using aromatic plants第30-31页
            2.1.8.5 Possible diets using aromatic yogurt第31页
    2.2. Models/concepts/frameworks第31-33页
    2.3 Application of the relevant models/concepts/frameworks第33-35页
        2.3.1 Canvas Model第33页
        2.3.2 PESTEl analysis第33页
        2.3.3 SWOT第33页
        2.3.4 Porter’s five force analysis第33-34页
        2.3.5 Ansoff matrix第34-35页
Chapter Three Opportunity And Innovations第35-67页
    3.1 Opportunity第35-56页
        3.1.1 Market research第35-55页
            3.1.1.1 Results of the survey第35-55页
        3.1.2 Gap (need and its satisfaction)第55-56页
    3.2 Industrial and internal analysis第56-63页
        3.2.1 Current competitive situation + PESTEL第56-57页
        3.2.2 Porter’s five force analysis第57-59页
        3.2.3 Projected strategic moves by current players第59页
        3.2.4 Changes brought to the competitiveness of the industry by the new venture第59-63页
            3.2.4.1 Customer segments第59-60页
            3.2.4.2 Value preposition第60页
            3.2.4.4 Customer relationship第60页
            3.2.4.5 Revenue Streams第60-61页
            3.2.4.6 Key resources第61页
            3.2.4.7 Key activities第61页
            3.2.4.8 Key partners第61-62页
            3.2.4.9 Cost structure第62-63页
        3.2.5 SWOT analysis第63页
    3.3 Innovations brought to the industry by the new venture第63-64页
        3.3.1 Intellectual property第63-64页
        3.3.2 Patent第64页
    3.4 Strategy第64-66页
        3.4.1 Sources of differentiation and competitive advantages第64-65页
        3.4.2 Growth Strategy第65-66页
            3.4.2.1 Ansoff matrix (penetration of the Spanish dairy market)第65页
            3.4.2.2 Ansoff matrix (penetration of foreign dairy market)第65-66页
    3.5 Ethics and sustainability第66-67页
Chapter Four Company And Team第67-74页
    4.1 Legal structure第67-68页
        4.1.1 Limited partnership第67页
        4.1.2 Established requirements第67-68页
    4.2 Ownership第68-69页
        4.2.1 Capital structure第68-69页
    4.3 The advisory boards第69-71页
        4.3.1 The Spanish Dietetic Society and Food Science第69页
        4.3.2 Gama第69-70页
        4.3.3 financial advisory services by Jose Manuel García Rolán第70页
        4.3.4 Madrid Excellent第70-71页
    4.4 The management team第71-74页
        4.4.1 Expected contributions by each team第71-73页
        4.4.2 Expected salary第73-74页
Chapter Five Marketing Plan第74-89页
    5.1 Customer analysis and segmentation第74-75页
        5.1.1 Identification of customers第74页
        5.1.2 Potential customers and sales revenues第74页
        5.1.3 Spanish potential demand of yogurts (Q=npq)第74-75页
        5.1.4 Potential demand of our business第75页
    5.2 Requirements of the customer segment第75-79页
        5.2.1 Product requirements第75页
        5.2.2 Purchase convenience第75-76页
        5.2.3 Product customization第76页
        5.2.4 Analysis of purchase behaviors and decisions第76-79页
            5.2.4.1 Cultural factors第77页
            5.2.4.2 Social factors第77-78页
            5.2.4.3 Personal factors第78页
            5.2.4.4 Psychological factors第78-79页
    5.3 Marketing mix第79-85页
        5.3.1 Branding第79-81页
            5.3.1.1 Vision第79页
            5.3.1.2 Mission第79-80页
            5.3.1.3 Values第80页
            5.3.1.4 Logotype第80页
            5.3.1.5 Slogan第80页
            5.3.1.6 Customer experience and surprise factor第80-81页
        5.3.2 Packaging第81-82页
            5.3.2.1 Eco-Design第81页
            5.3.2.2 Labeling第81-82页
            5.3.2.3 Packages for distribution第82页
        5.3.3 Product placement, customer price sensitivity, distribution channels andcaptive sales force第82-83页
            5.3.3.1 Channels第82页
            5.3.3.2 Product placement第82-83页
            5.3.3.3 Captive sales force第83页
        5.3.4 Customer price sensitivity第83-85页
            5.3.4.1 Bench marketing prices第84-85页
    5.4 Sales and promotion approaches第85-86页
        5.4.1 Promotion strategy第85页
        5.4.2 After-sales service第85-86页
        5.4.3 Advertising campaign第86页
    5.5 Market share第86-89页
        5.5.1 Cost of acquiring and retaining customers第86-87页
        5.5.2 Competitors analysis第87-88页
            5.5.2.1 Leading manufacturing companies (yogurts)第87页
            5.5.2.2 Strengths and weaknesses of direct competitors第87-88页
            5.5.2.3 Importance of indirect competitors第88页
            5.5.2.4 Likely reaction of competitors第88页
        5.5.3 Agreements第88-89页
Chapter Six Operating And Financial Plans第89-106页
    6.1 Conversion of inputs into outputs第89-94页
        6.1.1 Supplier and client relationships第89-90页
            6.1.1.1 Terms of payment第89页
            6.1.1.2 Invoicing第89-90页
            6.1.1.3 Delivery times第90页
            6.1.1.4 After-sales-services第90页
        6.1.2 Inventory required第90-91页
            6.1.2.1 Machinery第90-91页
            6.1.2.2 Property, tools and stocks第91页
        6.1.3 Manufacturing/service provision第91-93页
            6.1.3.1 Support activities第91-92页
            6.1.3.2 Primary activities第92页
            6.1.3.3 Key resources第92-93页
        6.1.4 In-house/outsourced operations第93-94页
            6.1.4.1 In-house operations第93-94页
            6.1.4.2 Outsourced operations第94页
    6.2 Financial plan第94-103页
        6.2.1 Cost calculations and revenues forecast第94-101页
            6.2.1.1 Investment plans第94-96页
            6.2.1.2 Investment planning第96页
            6.2.1.3 Total revenues第96-97页
            6.2.1.4 Clarification of the income statement第97页
            6.2.1.5 P&L and P&L (first year)第97-98页
            6.2.1.6 Adjustable and fixed inputs第98页
            6.2.1.7 Projected P&L (second year)第98-99页
            6.2.1.8 Projected Cash flows第99-101页
        6.2.2 Projected Break Even Point and some variables and fixed costs第101页
        6.2.3 Analysis of stand-alone risk, VAN, IRR and payback第101-103页
            6.2.3.1 Sensitivity analysis第101-102页
            6.2.3.2 VAN (-Initial investment+ ΣCash flow/(1+0,087)~N)第102页
            6.2.3.3 IRR (Initial investment+ ΣCash flow/(1+IRR)~N)第102页
            6.2.3.4 Payback (Initial investment/monthly cash flow)第102-103页
            6.2.3.5 WACC (dcost*D(1-T)+R.Shareholders+C.Shareholders)/(C.Shareholders+D)第103页
        6.2.4 Analysis of possible scenarios and probability of occurrence第103页
    6.3 Contingency plans第103-106页
        6.3.1 Triggers/thresholds to change courses第103-104页
        6.3.2 Corporate Objectives第104页
        6.3.3 Functional Objectives第104-105页
        6.3.4 Business Objectives第105页
        6.3.5 Implementation of Strategies第105-106页
Chapter Seven Conclusions第106-110页
    7.1 Main research conclusions第106-108页
    7.2 Limitations and future research directions第108-110页
        7.2.1 Limitations第108页
        7.2.2 Future research directions第108-110页
References第110-112页
Appendixes第112-114页
    Appendix 1(charts)第112-113页
    Appendix 2(graphs)第113-114页

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