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Developing a business plan for the expansion of indumape-s B2c business in the horeca channel
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This research paper, “Developing a Business Plan for the expansion of Indumape’s B2C
business”, analyses the Portuguese fruit juice market and Indumape’s potential to gain
relevance in this market. Thus, consumer preferences and tastes were analysed, alongside the
biggest players in this market. Moreover, a rebranding strategy was done. This Field Lab
formulates Indumape’s possible entry strategies in four main channels: 1/ E-commerce; 2/
HORECA; 3/ Cash & Carry; and 4/ Hypermarkets, Supermarkets, and Discounters. As a result,
the paper finishes with an overall plan that recommends entering three out of the four channels
and increasing Indumape profits by 13%. Disclaimer: Due to the school’s policy, in this
individual version of the work project, only the HORECA channel will be addressed.
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Business plan Apple juice Consumer behaviour B2c Buying decision Bag-in-box 100% natural Rebranding