Commercialization plan

Bc. Mirek Houdek

Bachelor's thesis

Abstract:

This thesis presents a commercialization plan for La Esperanza, a family owned small/medium-sized milk-producing company in Ecuador, as it prepares to introduce a new whey protein powder supplement product to the market. Building upon the SBIR/STTR commercialization frame- work developer by Harvard University through the America’s Seed Fund Program, the plan encompasses key components including Company Overview, Market Analysis, Customer and Competition Analysis, Intellec- tual Property (IP) Protection, Financial Projections, and Marketing Plan. Through the utilization of strategic tools such as PESTEL analysis, SWOT analysis, Porter's Five Forces, and stakeholders analysis, the thesis aims to analyze market needs, competitive landscape, production capabilities, and potential financial impacts. Moreover, it incorporates insights from a consumer preferences survey conducted in Quito to inform product de- velopment and marketing strategies. The primary objective is to not only support the successful launch of the new product but also to support La Esperanza's product line and improve profitability. By paying careful at- tention to strategic areas such as supply chain logistics, customer en- gagement, and local ingredient sourcing, the plan seeks to establish a long lasting presence in the dairy and consequently in the supplement market. Through strategies derived from in-depth research, the thesis aims to empower La Esperanza to effectively utilize its resources and achieve market success in Ecuador.

Abstract:

This thesis presents a commercialization plan for La Esperanza, a family owned small/medium-sized milk-producing company in Ecuador, as it prepares to introduce a new whey protein powder supplement product to the market. Building upon the SBIR/STTR commercialization frame- work developer by Harvard University through the America’s Seed Fund Program, the plan encompasses key components including Company Overview, Market Analysis, Customer and Competition Analysis, Intellec- tual Property (IP) Protection, Financial Projections, and Marketing Plan. Through the utilization of strategic tools such as PESTEL analysis, SWOT analysis, Porter's Five Forces, and stakeholders analysis, the thesis aims to analyze market needs, competitive landscape, production capabilities, and potential financial impacts. Moreover, it incorporates insights from a consumer preferences survey conducted in Quito to inform product de- velopment and marketing strategies. The primary objective is to not only support the successful launch of the new product but also to support La Esperanza's product line and improve profitability. By paying careful at- tention to strategic areas such as supply chain logistics, customer en- gagement, and local ingredient sourcing, the plan seeks to establish a long lasting presence in the dairy and consequently in the supplement market. Through strategies derived from in-depth research, the thesis aims to empower La Esperanza to effectively utilize its resources and achieve market success in Ecuador.

Keywords

PESTEL, Marketing 4Ps, SWOT, Porter’s Five Forces, Stakeholder.

Language used: English

Date on which the thesis was submitted / produced: 26. 4. 2024

Thesis defence

• Date of defence: 13. 6. 2024
• Supervisor: doc. Ing. Pavla Marciánová, Ph.D.
• Reader: Ing. Mikhail Monashev

Masaryk University

Faculty of Economics and Administration

Bachelor programme / field:
Business Management and Finance / Business Management and Finance