Through the development of this business plan, the feasibility of launching a new carbonated soft drink on the Mexican market was analyzed. The analysis showed that there exists a huge potential for healthier beverages, especially in the upper classes as they are already more conscious of the importance of healthier nutrition.
The company's beverage containing malt, hops and yeast not only looks like a healthy alternative but it also really offers a nutritive refreshment full of vitamins, which can perfectly respond to the upcoming market demand and at the same time distinguish itself perfectly from indirect competitors. At the moment of launch, the company will not have any direct competitor. Studies showed that 77% of health product purchases are functional; Maltural fits flawlessly in this product segment as it not only offers nutrition but also vegetable proteins, minerals like calcium and iron and various B vitamins.
Inhaltsverzeichnis (Table of Contents)
- Executive Summary
- A. Opportunity Analysis Plan
- Description of the product and its competition.
- The idea
- The market needs
- The competitors.
- Assessment of the market
- Global market.
- Consumption in Mexico.
- Trends.
- Customer profile.
- Entrepreneurial self-assessment and the entrepreneurial team
- Next steps for translating this opportunity into a viable venture.
- B. Analysis of the Business Opportunity
- Analysis of the trading country
- Economic environment
- Political environment
- Legal environment.
- Technological environment.
- Trade area and cultural analysis.
- Socioeconomic classes.
- Labor market
- Infrastructure.
- Habits and traditions
- C. Business Plan
- Industry analysis
- Market trends.
- Industry participants
- Direct competitors.
- Indirect competitors.
- Strategy of competitors
- Analysis of prices.
- Distribution patterns.
- Target Market.
- General characteristics.
- General geographic situation.
- Consumer income and spending behavior
- Strategic position.
- SWOT analysis.
- Five Forces Analysis - Carbonated soft drinks industry.
- Operation of the proposed business.
- Company description
- Company ownership
- Company Start-up plan
- Company Locations and Facilities.
- Company Organization.
- Corporate design
- Corporate identity.
- Mission.
- Vision.
- Values.
- Philosophy.
- Strategic objectives.
- Product.
- Product description
- Future products.
- Operations plan
- Machinery.
- Potential suppliers of materials.
- Manufacturing plans.
- Identification of productive operations.
- Required materials.
- Production Quantity.
- Transportation.
- Marketing strategy.
- Positioning statements.
- Distribution patterns.
- Pricing policies.
- Marketing program
- Promotional program.
- Marketing budget.
- Financials.
- Origin and use of funds
- Projected income and expenses.
Zielsetzung und Themenschwerpunkte (Objectives and Key Themes)
This business plan aims to develop a comprehensive strategy for launching a non-alcoholic malt soft drink, Maltural, into the Mexican market. It examines the feasibility of this venture, analyzes the existing competitive landscape, and outlines detailed marketing, operational, and financial plans for success.
- Market Analysis and Opportunity Assessment: The plan thoroughly investigates the Mexican market for non-alcoholic malt beverages, identifying consumer trends, competition, and potential market gaps.
- Business Model Development: The plan defines a robust business model for Maltural, encompassing aspects such as product differentiation, pricing strategy, distribution channels, and promotional campaigns.
- Operational Efficiency: The plan outlines operational processes for manufacturing, logistics, and supply chain management, ensuring cost-effectiveness and product quality.
- Financial Planning and Projections: The plan includes detailed financial projections, including startup costs, operational expenses, revenue forecasts, and profitability analysis.
- Strategic Positioning: The plan leverages SWOT analysis and Porter's Five Forces model to identify the strengths, weaknesses, opportunities, and threats related to Maltural's entry into the Mexican beverage market.
Zusammenfassung der Kapitel (Chapter Summaries)
- Opportunity Analysis Plan: This chapter provides an in-depth analysis of the opportunity for a non-alcoholic malt soft drink in the Mexican market. It explores the product concept, identifies unmet consumer needs, and assesses the existing competitive landscape.
- Analysis of the Business Opportunity: This chapter delves into the specific market conditions of Mexico, analyzing the economic, political, legal, and technological environments. It also examines the socio-cultural landscape, including socioeconomic classes, labor market, infrastructure, and cultural habits.
- Industry Analysis: This chapter focuses on the Mexican soft drink industry, including market trends, key industry participants, competitor analysis, and pricing strategies. It also defines the target market for Maltural, identifying specific demographic and psychographic characteristics.
- Operation of the Proposed Business: This chapter outlines the operational aspects of the proposed business, including company structure, corporate identity, strategic objectives, and production plans. It covers aspects such as machinery, suppliers, and manufacturing processes.
- Marketing Strategy: This chapter presents a comprehensive marketing strategy for Maltural, covering positioning statements, distribution channels, pricing policies, and promotional activities. It includes a detailed marketing budget for implementation.
Schlüsselwörter (Keywords)
The key focus areas of this business plan include the Mexican soft drink market, non-alcoholic malt beverages, market analysis, competitor analysis, SWOT analysis, Porter's Five Forces, business model development, operational planning, financial projections, marketing strategy, and distribution channels. These keywords represent the core elements of the business plan and reflect the key considerations for launching Maltural in the Mexican market.
- Quote paper
- Tobias von Essen (Author), 2016, Maltural. A Business Plan of a non-alcoholic Malt Soft Drink for the Mexican Market, Munich, GRIN Verlag, https://www.grin.com/document/380456
