Business plan of vegetarian lifestyle online shop Green Bean in Latvia

• Autor(a) principal: Benke, Kristine
• Data de Publicação: 2010
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/2902
• topic: New Firms; Start-up; Product Differentiation; Firm Strategy; novas empresas; start-up; diferenciação de produto; estratégia empresarial

The purpose of this document is to present innovative business plan in the field of vegetarianism which is rapidly growing and currently underdeveloped market in Latvia. The idea of family business is to create vegetarian lifestyle online shop with the goal to provide wide range of vegetarian products, inspire in vegetarian cooking, help in meeting other vegetarians as well as inform and give advices about vegetarian lifestyle in Latvia. The methodology used in development of this business plan is the analysis of historical roots of vegetarianism, research about latest trends in customers’ lifestyles and eating and shopping habits under the influence of current economic crisis situation. Research also explores main reasons for people becoming vegetarian. For acquiring more specific and local trends about vegetarianism - online survey was performed with more than 350 vegetarian respondents. The analysis of data and the conclusions drawn about eating and shopping habits of Latvian vegetarians were applied in different business development tools – PESTS, TOWS, IFE, EFE matrixes as well as 7P’s marketing mix – in order to determine main target audience, product assortment, price level, corporate and business strategies as well as marketing techniques of the vegetarian online shop. According to the results of the analysis the intense growth and focus strategies were chosen for the company’s development. The positioning – highly interactive provider of wide range of vegetarian products. As a final point, implementation procedures and financial perspective is presented with positive NPV and IRR ratio highly exceeding discount rate which proves that business plan is financially beneficial.