| Acknowledgements | 第7-8页 |
| 摘要 | 第8-9页 |
| Abstract | 第9页 |
| Chapter 1 Introduction | 第12-20页 |
| 1.1 Background | 第12-14页 |
| 1.1.1 Family Business – The Company | 第12页 |
| 1.1.2 Colombian Textile Industry | 第12-14页 |
| 1.2 Current status | 第14-15页 |
| 1.3 Research implications | 第15-18页 |
| 1.3.1 Theoretical implications | 第15-16页 |
| 1.3.2 Practical implications | 第16-18页 |
| 1.4 Research contents and methods | 第18-20页 |
| 1.4.1 Research contents | 第18页 |
| 1.4.2 Research methods | 第18-20页 |
| Chapter 2 Literature Review | 第20-28页 |
| 2.1 Literature review | 第20-22页 |
| 2.2 Models & Concepts | 第22-27页 |
| 2.3 Application of the relevant Models & Concepts | 第27-28页 |
| Chapter 3 The Opportunity | 第28-47页 |
| 3.1 The opportunity | 第28-39页 |
| 3.1.1 Market research | 第28-34页 |
| 3.1.1.1 Colombia | 第28-29页 |
| 3.1.1.2 SME’s in Colombia and its impact in the economy | 第29-30页 |
| 3.1.1.3 Colombian Textile Industry | 第30-32页 |
| 3.1.1.4 Textile Sector in Medellin | 第32-33页 |
| 3.1.1.5 Idle Capacity | 第33-34页 |
| 3.1.2 The gap | 第34-39页 |
| 3.2 Industry analysis | 第39-45页 |
| 3.2.1 Current competitive situation | 第39-43页 |
| 3.2.2 Projected strategic moves by current players | 第43-44页 |
| 3.2.3 Changes brought to the competitiveness of the industry by the new venture | 第44-45页 |
| 3.3 Innovations brought to the industry by the new venture | 第45页 |
| 3.4 Strategy | 第45-46页 |
| 3.4.1 Sources of differentiation and competitive advantage | 第45-46页 |
| 3.5 Ethics and sustainability | 第46-47页 |
| Chapter 4 The Company and Team | 第47-52页 |
| 4.1 Legal structure | 第47页 |
| 4.2 Ownership | 第47-48页 |
| 4.3 Board of directors | 第48页 |
| 4.4 The management team | 第48-52页 |
| 4.4.1 Expected contributions by each team | 第48-49页 |
| 4.4.2 Expected salary | 第49-52页 |
| Chapter 5 Marketing Plan | 第52-65页 |
| 5.1 Identification of customers | 第52-53页 |
| 5.2 Number of potential customers and potential sales revenues | 第53-54页 |
| 5.3 Requirements of various customer segments | 第54-57页 |
| 5.3.1 Importance of purchase | 第54-55页 |
| 5.3.2 Ways to effectively access each segment | 第55-57页 |
| 5.4 Sales and promotion approaches | 第57-58页 |
| 5.5 Marketing Mix and Purchase Analysis | 第58-61页 |
| 5.6 Customer price sensitivity | 第61页 |
| 5.7 Cost of acquiring and retaining customers | 第61-62页 |
| 5.8 Competitors Strengths, weaknesses and competitors reactions | 第62-65页 |
| Chapter 6 Operating & Financial Plans | 第65-80页 |
| 6.1 Conversion of inputs into outputs that customer value | 第65-67页 |
| 6.1.1 Supplier relationships | 第65页 |
| 6.1.2 Inventory required | 第65-66页 |
| 6.1.3 In-house/outsourced operations | 第66-67页 |
| 6.2 Financial plan | 第67-80页 |
| 6.2.1 Cost calculations | 第67-71页 |
| 6.2.2 Projected Break Even Point | 第71-72页 |
| 6.2.3 Projected Cash flows | 第72-75页 |
| 6.2.4 Risk Analysis (Present Value & IRR) | 第75-77页 |
| 6.2.5 Possible situations and contingency plans | 第77-80页 |
| Chapter 7 Project Limitaions & Conclusions | 第80-82页 |
| Bibliography | 第82-86页 |
