在此基础上,文章分析竞争对手情况,找出将要填补的市场缺口所在。关于营销
策略,不仅考虑到满足游客的好奇心,还包括了那些喜欢或不喜欢马黛茶的当地居民
酒吧将引进这个国民饮料的各类新元素以尽可能地吸引更多顾客。结尾部分有一个
5年期的财务预算分析,足以证明这是一个对投资者具有吸引力的项目
关键词:马黛茶市场;茶类营销;茶餐厅经营
II Abstract
This final project is a proposal of creating and launching a restaurant/bar in Buenos
Aires, Argentina, named “Matilda Yerba Mate Store” . It was originally thought as a
unique bar that does not exist in Buenos Aires so it will cover a gap that has been identify
in the market. The Yerba Mate is the traditional and cultural beverage in the country. One
of it characteristic is that is that it is not a conventional or traditional bar because it is fully
related to expand a big part of the culture of the country by orientating the bar to sell
products of yerba mate, something so typical of Argentina. This business plan is going to
start with explaining the background situation in order to know more about the market
situation and the current status of the project. It contains a very deep market research
analysis about different topics that are related to the business,but more focused on the
tourist because it will be orientated to them. The literature review will be used to
understand the consumer behavior regarding this product and how the global health
tendency impact in the project.
After all this research, it will be an analysis of the competence in order to show the
gap this project will cover. Regarding the marketing strategy,it has been thought to reach
not only the tourist curiosity but also the local citizens that may like or not the mate. This
bar will contain new aspects of drinking this cultural beverage in order to capture the
largest possible number of people. At the end, there is a financial analysis with a projection
of 5 years in where it has been demonstrated that this is an attractive business for investors.
Keywords: Market of Matilda Yerba Mate; Marketing of Tea ; Management of
Restaurant/Bar
hi Contents
ACKNOWLEDGMENTS-
.I
摘要
-
-..II
ABSTRACT
Ill
1.1 BACKGROUND1.2 CURRENT STATUS.1.3 RESEARCH IMPLICATIONS1.3.1 Theoretical implications1.3.2 Practical implications1.4 RESEARCH CONTENTS AND METHODS1.4.1 Research contents1.4.2 Research methods2.1 LITERATURE REVIEW2.2 MODELS/CONCEPTS/FRAMEWORKS3.1 MARKET RESEARCH & THE GAP3.1.1 Market research3.1.2 The gap 17
3.2. INDUSTRY ANALYSIS3.2.1 Current competitive situation3.2.2 Projected strategic moves by current players3.2.3 Changes brought to the competitiveness of the industry by the new venture. . 20
3.3 INNOVATIONS BROUGHT TO THE INDUSTRY BY THE NEW VENTURE
21
3.4 STRATEGY
22
3.4.1 Sources of differentiation and competitive advantage
22
3.5 ETHICS AND SUSTAINABILITY
24
4.1 LEGAL STRUCTURE
26
4.2 OWNERSHIP AND THE ADVISORY BOARD
27
4.3 THE MANAGEMENT TEAM
2
84.3.1 Expected contributions by each team
28 4.3.2 Expected salary
29
5.1 IDENTIFICATION OF CUSTOMERS
30
5.2 NUMBER OF POTENTIAL CUSTOMERS AND POTENTIAL SALES REVENUES ■■ 31
5.3 REQUIREMENTS OF VARIOUS CUSTOMER SEGMENTS
32
5.3.1 Importance of purchase convenience, rapid delivery, product customization, etc
FOR THESE SEGMENTS
33
5.3.2 Ways to effectively access each segment, distributors, a captive sales force,
E-COMMERCE, ETC 34
5.4 APPROPRIATE SALES AND PROMOTION APPROACHES
35
5.5 ANALYSIS OF HOW PURCHASE DECISIONS ARE MADE, AND HOW/IF THIS
BEHAVIOR CAN BE CHANGED
36
5.6 CUSTOMER PRICE SENSITIVITY
37
5.7 COST OF ACQUIRING AND RETAINING CUSTOMERS
37
5.8 STRENGTHS AND WEAKNESSES OF COMPETITORS AND WAYS THAT
COMPETITORS ARE LIKELY TO REACT WHEN THE COMPANY ENTERS THE MARKET.. 3
86.1. CONVERSION OF INPUTS INTO OUTPUTS THAT CUSTOMER VALUE
40
6.1.1 Supplier relationships
40
6.1.2 Inventory required
41
6.1.3 IN-HOUSE/OUTSOURCED OPERATIONS
42
6.2 FINANCIAL PLAN
43
6.2.1 Investment Required
43
6.2.2 Cost calculations
44
6.2.3 Projected Break Even Point
46
6.2.4 Projected Cash flows, Net Present Value and IRR
47
6.2.5 Analysis of possible scenarios and contingency pun
4
87.1 MAIN RESEARCH CONCLUSIONS
50
7.2 Limitations and future research directions
51
References 52 Chapter 1 Introduction
1.1 Background
As a matter of introduction, the project will first describe the idea of the new business,
why this project is the importance and how it will be conducted.
The project is about opening an exclusive and modem “Yerba Mate Bar” in Buenos
Aires,Argentina. In order to understand 狂 little bit what this means,here will find an
explanation of what the yerba mate is and how it is harvest.
The Yerba Mate comes from a tree that grows in the northeast of the country,
especially in the provinces of Misiones and Corrientes. The tree could reach heights up to
25 meters. The scientific name of the plant is “Ilex paraguariensis”. As the only thing that
it is used is the leaf of the tree, it could be cultivated more than once and more important
the tree does not suffer any damage.
A tribe called “Guaranies” who used to live in the Mesopotamia and northeastern of
Argentina, Paraguay, Uruguay and some neighbored regions in Brazil, were the first ones
to used and consumed
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