MANGA CURTA, SAUDÁVEL NAS HORAS BUSINESS PLAN Diogo Manuel da Silva Esteves Project submitted as partial requirement for the conferral of the Master in Management Supervisor: Professor Renato Pereira Invited Assistant Professor, Department of Marketing, Operation and Management (IBS) September 2019 N LA Esteves da Silva Diogo Manuel P BUSINESS HORAS NAS SAUDÁVEL CURTA, MANGA Manga Curta Business Plan Acknowledgements There are people that were determinant to the finish of this master thesis, so I wish to eternalize my deep appreciation to all of them. Firstly I want to thank my partner Filipa that supported and believed in my idea, challenged me to be a better version of myself and consequently to do a better thesis. My Supervisor Professor Renato Pereira who helped me and advised me throughout the project, without him I am sure the outcome would be quite different. Professor Álvaro Rosa who provided me valuable insights to start, structure and told me some critical points to focus on. My family and friends that supported me undoubtedly and showed an enormous readiness to help, in every aspect. The last thanks to everybody who led me to do one of the most challenging tasks I had on my life, because with that challenge came growth. A lot was accomplished, the increased knowledge in many matters, entrepreneurship requirements, word and excel are some examples, but the capacity to work establishing my own objectives, the need to research deeper and the necessity to be resourceful are issues that will accompany me all my life. i Manga Curta Business Plan Table of Contents Summary .................................................................................................................................... 1 Resumo ....................................................................................................................................... 2 Executive Summary ................................................................................................................... 3 1. Description of the business proposal ................................................................................... 5 2. Literature Review ................................................................................................................ 6 2.1 Tourism and economic growth ......................................................................................... 6 2.2 Street Food ........................................................................................................................ 6 2.3 Fruit Benefits .................................................................................................................... 7 2.4 Inventory Management and Conservation ........................................................................ 8 2.5 Market trends and consumer behaviour ............................................................................ 9 3. Reference table .................................................................................................................. 14 4. Objectives of the Plan ........................................................................................................ 15 5. Methodology ...................................................................................................................... 16 6. Market Analysis ................................................................................................................. 18 6.1 Description of the market ................................................................................................ 18 6.1.1 Portuguese fruit consumption ................................................................................... 18 6.1.2 Healthiness................................................................................................................ 19 6.1.3 Convenience ............................................................................................................. 20 6.1.4 Ready-to-eat/Value-added fruit ................................................................................ 21 6.1.5 Buying local .............................................................................................................. 22 6.1.6 Organic ..................................................................................................................... 23 6.1.7 Gluten intolerances ................................................................................................... 25 6.1.8 Lactose intolerance ................................................................................................... 25 6.1.9 Shelf-life increasing plastic packaging ..................................................................... 25 6.1.10 Biodegradable Packaging ....................................................................................... 26 6.2 Competitor Analysis ........................................................................................................... 26 ii Manga Curta Business Plan 6.2.1 Direct Competitors ....................................................................................................... 26 6.2.1.1 "Filhos da fruta” .................................................................................................... 26 6.2.1.2 “Capitão Fruta” ...................................................................................................... 27 6.2.1.3 “Fruta Mar”............................................................................................................ 27 6.2.1.4 Fruits 4 Life .......................................................................................................... 27 6.2.1.5 “Fruta da Ilha” ....................................................................................................... 28 6.2.2 Indirect Competitors .................................................................................................... 29 6.2.2.1 Coconuts ................................................................................................................ 29 6.2.2.2 “Bolas de Berlim” .................................................................................................. 29 6.2.2.3 Ice Creams ............................................................................................................. 30 6.3 Market value ................................................................................................................... 31 6.3.1 License distribution .................................................................................................. 31 6.3.2 Market Valuation ...................................................................................................... 32 6.3.3 Projected Market Growth ......................................................................................... 33 6.4 PESTEL Analysis ........................................................................................................... 33 6.4.1 Political ..................................................................................................................... 33 6.4.2 Economic .................................................................................................................. 34 6.4.3 Social ........................................................................................................................ 35 6.4.4 Technological ........................................................................................................... 36 6.4.5 Environmental .......................................................................................................... 36 6.4.6 Legal ......................................................................................................................... 37 6.5 Porter 5 Forces Analysis ................................................................................................. 38 6.6 The market need .............................................................................................................. 40 7. Internal and Competitive analysis ..................................................................................... 42 7.1 SWOT Framework .......................................................................................................... 42 7.2 SWOT Systemic Analysis ............................................................................................... 43 7.3 SWOT Analysis .............................................................................................................. 44 iii Manga Curta Business Plan 7.4 Critical Success Factors .................................................................................................. 44 8. Development strategy ........................................................................................................ 46 8.1 Strategy ........................................................................................................................... 46 9. Definition of implementation policies ............................................................................... 50 9.1 Marketing ........................................................................................................................... 50 9.1.1 Segmentation ............................................................................................................ 50 9.1.2 Target ........................................................................................................................ 51 9.1.3 Positioning ...............................................................................................................