Slow jam

: study on the viability of a new healthy-jam producing company

Abstract

The present dissertation aims to study the viability of the start-up “Slow Jam” – a new healthy-jam producing company. Literature research shown the importance for a company of planning its strategy and resources’ allocation. Therefore, the dissertation analyzes three Research Questions: 1) What are the tendencies and main characteristics of the current healthy food market?; 2) Which value proposition presented by the product is the most appreciated by the consumers?; 3) Is the company financially viable? In order to answer these questions, data on the market is researched and analyzed through the Porter’s Five Forces model and by Benchmarking on existing companies. It is also conducted a survey on 157 potential consumers and a financial forecast for five years is developed. In the end, the research shows an opportunity gap in the market that Slow Jam can fill, by educating consumers on its differentiating factor. Particularly, data shown that the characteristic most valued by the consumers would be its “Low Sugar” statement, especially if supported by a related National Association. Finally, financial forecasts indicate that the company should become successful, recovering its initial investment after six years of operations. Overall, the dissertation defends the viability of the Business and its future success.

Date of Award	11 May 2016
Original language	English
Awarding Institution	Universidade Católica Portuguesa
Supervisor	Rute Xavier (Supervisor)