Business plan: Launch of a kiwi company

• Autor(a) principal: Luz, Catarina de Alcântara
• Data de Publicação: 2022
• Tipo de documento: Dissertação
• Idioma: eng
• Título da fonte: Repositório Científico de Acesso Aberto de Portugal (Repositórios Cientìficos)
• Texto Completo: http://hdl.handle.net/10071/25257
• topic: Plano de negócio -- Business plan; Kiwi; Agricultura biológica -- Organic farming; Portuguese farming; Agricultura em Portugal

The main goal of this project is to develop a business plan of an Organic Kiwi farming company, located in Castanheira de Pera, Portugal. The Kiwi industry is a growing industry worldwide, that grows every year. Portugal has shown to have specific areas where Kiwi trees adapt easily and produce kiwis without high investment and care. To evaluate if this would be an interesting business, a literature review was made, to evaluate not only the agricultural businesses in general but also how Kiwi is consumed and produced in Portugal and around the world. A questionnaire was also made, to evaluate how fruit is perceived in Portuguese households, and how Kiwis fit in the daily eating habits. Despite most of the interviewed sample has said that eats fruit daily, Kiwi is none of the inquiries favourite fruit. A marketing plan was designed to better develop the brand and create an impact in Portugal with the Portuguese Organic Kiwi. In 9 years, a production of 170 tons of kiwi is predicted to be produced, and with presence in the main Portuguese retailers. It is a financially viable business, and the profitability index is 1,15.