Business plan for a brand offering an ergonomic kitchen knife: Structural analysis and case study

Details

Supervisors

Paque, Bernard

Faculty

Louvain School of Management

Degree label

Master [120] : ingénieur de gestion, à finalité spécialisée

Abstract

The subject of this master thesis is a feasibility study of a new ergonomic kitchen knife brand. The report is divided into four main parts. The first part presents the main elements of the project that are at stake, including a short presentation of the project and its stakeholders. The report’s second part includes a structural analysis of the technological solution and a market analysis, done by interviewing the persons targeted by the project. The structural analysis will be complemented by various strategical tools such as PESTEL, the five forces of PORTER, the VRIN model and a SWOT analysis. The last two chapters are the resulting positioning of the brand and the Ansoff Matrix. The third part is the Business plan. It is divided into different chapters tackling the marketing and sales aspects of the brand, the financial planning, risk & legal aspects, and the Business Model Canvas. It concludes with a chapter about the strategic posture of the brand with regard to the type of financing needed to launch and develop the project. Finally, a conclusion presents the identified limitations of the work, a summary of the recommendations and a suggestion for future academical works.