| The purpose of this thesis is to conduct an investigation for the development of a new startup and brand of mole in the Mexican market.The mole is a type of traditional Mexican sauce,and the brand Mullim is developed for enhanced historical cultural implication for the product.The thesis aims at analyzing the viability of the business and the success opportunities it has in the Mexican and international market.This study adopts Blue Ocean Strategy and Value Chain Analysis,Porter's Five Force Model and PEST analysis have been adopted in formulating the overall business strategy.Nowadays the mole found in supermarket is cheap but of very poor quality,and the mole of good quality,if there is any in market,usually does not have a renowned brand.The business-to-be will take the form a proviate small business on famiby business basis.Besides taking Mullim as brandname as a respect for culture and tradition,the startup company will also put much emphasis of cultural elegance in its package and represention for the product.Careful consideration have been conducted in various aspects in strarting a business,such as brand building,company structuring,product development and manufacture,retailing as well as operations procedure.Financial viability has also been validated after all aspects of the startup business are examined in strict ways.Mullim will start operations in Mexico City and with the help of this Business Plan,Mullim will be able to apply expansion strategies to other states of the country and to other countries.This study is innovative in elevating a common traditional food into a high-end product with rich cultural implications and potential international marketability with the help of modern management theories.It will lay foundation for the real operation of the business,and offer meaningful reference for similar business initiatives. |
