Strategic plan for Ametller Origen: analysis of a successful business model and proposal to internationalize in a new market

Abstract

The primary objective of this thesis is on the one hand, to understand how the organic industry works, from the productors and retailers point of view. On the other hand, is to provide some strategic recommendations to Ametller Origen related to its international expansion based on the quantitative and qualitative analysis made through the whole project. Additionally we have identified the following specific objectives: - Understand how consumer trends are changing day-to-day and which are the main topics that stand out that will rule the short and long-term consumption pattern models. - Learn how the vertical integration business model works, applied to the Ametller Origen, a company in the agro-food sector. - Building upon Ametller Origen unique business model and understanding which have been the key success factors for the organization and the elements that helped the company to succeed in a constantly changing environment. The motivations to choose Ametller Origen are because all our group members highly value Ametller Origen’s mission, to bring families closer to healthy and balanced diets, as well as the support they give to national producers, assuring that all the process, from the cultivation and production to the selling, is sustainably and consciously carried out. We are also interested in strategic consulting and as we identified the opportunity for Ametller Origen to expand outside the Catalan market, we decided to analyze further this possibility. As a consideration, this thesis is not intended to be a financial thesis, but we aim to provide strategic recommendations to Ametller Origen. As well, we have assumed, to facilitate the data recollection, that Ametller Origen can be considered a key player in the organic market, thus, this has been the analyzed market. Regarding the methodology, a research has been conducted to understand the whole context Ametller Origen is in, followed by a quantitative analysis of variables to assess which is the best market for internationalization, finalizing with a qualitative analysis of the organic market and its potential growth in the chosen country. At the end of the thesis, a recommendation will be released.