摘要 本计划书是讲述我的商业项目，包括如何展开该项目，公司从事的行业，如何 成立、运作等。从现在开始并出于隐私目的，我将本公司称为“有限公司”或“GOC” 。这个有限公司是一家生产天然和有机蔬菜汁的工厂，建在美国马里兰州的低东海 岸（Lower Eastern Shore）。为此计划，我将了解关于健康生活方式的各类知 识，当今社会的食品发展趋势，以及消费者行为。通过研究方法、意义和理论框 架，重点研究美国人的喜好，影响特色食品和饮料类型的主要因素，购买行为的附 加特点，以及品牌对此产生的影响 作为一个整体，本文将讲述实用决策制定的意义，评估行业市场、板块、产 品定位，营销手法等，特别是健康因素对选择的影响作用。此外，还根据一系列广 泛的标准定义制定新兴市场集群，以执行对市场选择和市场渗透的管理决策。最 后，通过财务分析表明这个项目具备可行性，第3年度将是我们达到盈亏平衡点，并 开始投资收益的一年。美国的社会和经济环境均处于积极健康的状态，这将为类似 于 班牙凉汤之类的产品进入市场打开便利之门，并使之逐步成为一个健康生活中的重 要产品。 关键词: 有机食品，消费者行为，美国市场，商业计划II I Abstract This proposal is aimed at describing how my project will be conducted, the industry in which the firm will potentially operate in as well as how it will be executed in order to create and establish it. From this point forward and for privacy purposes, I will refer to the firm as “The Company Co.” or “GOC”. The Company Co., is a natural and organic vegetable juice producing plant situated on the Lower Eastern Shore of the State of Maryland in the United States. With this proposal, I intend to contribute to the knowledge of healthy life style habits and food trends in today’s society as well as consumer behavior. Through research methodology, implications and theoretical frameworks, key research findings are depicted with respect to US American’s preference and driving factors for distinctive food and beverage types, additional characteristics of broad purchasing behavior, and how branding exerts influence on such variables will be further reviewed. Taken as a whole, this business project will deliver practical decision-making implications with regard to assessments and evaluations on the market industry, segmentation, product positioning and marketing practices particularly highlighting the effect of health and to what degree can these choices be homogeneously categorized. Furthermore, emerging market clusters will be defined and built on a vast array of criteria to sustain managerial decisions on market choices and market penetration. Finally, the financial analysis demonstrates the feasibility of this study, with year 3 being the year we reach breakeven point and start recovering from our investment. The social and economic environment in the United States is trending on a healthful mindset which is paving the way for products like gazpacho to enter and progressively become staple products in today’s habits for a healthy lifestyle. Keywords: Organic Food;Consumer Behavior; Unites States Marketing; Business Plan Contents Acknowledgments ................................................................................................................ I 摘要.......................................................................................................................................II Abstract...............................................................................................................................III Chapter 1 Introduction .......................................................................................................1 1.1 Background ....................................................................................................................1 1.2 Current status.................................................................................................................3 1.3 Research implications....................................................................................................4 1.3.1 Theoretical implications................................................................................................5 1.3.2 Practical implications....................................................................................................6 1.4 Research contents and methods....................................................................................6 1.4.1 Research contents..........................................................................................................6 1.4.2 Research methods .........................................................................................................7 Chapter 2 Literature review .............................................................................................10 2.1 Literature review (applied to the new venture) ........................................................10 2.1.1 The Food Manufacturing Industry in the United States..............................................10 2.1.2 Organic practices and Sustainability. Controversies ..................................................11 2.1.3 Healthy Food Habits: Offer and Demand ...................................................................15 2.1.4 B2B in the food industry in the United States ............................................................16 2.2 Models/concepts/frameworks......................................................................................19 2.3 Application of the relevant models/concepts/frameworks .......................................20 Chapter 3 The opportunity ...............................................................................................23 3.1 The opportunity ...........................................................................................................23 3.1.1 Market research...........................................................................................................24 3.1.2 The gap........................................................................................................................27 3.2. Industry analysis .........................................................................................................28 3.2.1 Current competitive situation + PEST ........................................................................28 3.2.2 Projected strategic moves by current players..............................................................31 3.2.3 Changes brought to the competitiveness of the industry by the new venture.............31 3.3 Innovations brought to the industry by the new venture.........................................32 3.3.1 Intellectual property/patents........................................................................................32 3.4 Strategy .........................................................................................................................323.4.1 Sources of differentiation and competitive advantage................................................32 3.5 Ethics and sustainability .............................................................................................35 Chapter 4 The company and team ...................................................................................36 4.1 Legal Structure ............................................................................................................36 4.2 Ownership ....................................................................................................................39 4.3 rganigram .....................................................................................................................39 4.4 The Advisory board .....................................................................................................40 Chapter 5 Marketing plan.................................................................................................42 5.1 Identification of customers.......................................................................................... 42 5.2 Number of potential customers and potential sales revenues..................................44 5.3 Requirements of var