At the end of the three-year course of study in the Science and Culture of Gastronomy, it’s difficult to resist the temptation of wanting to answer the following question: how can one manage to create something unique with all the input received during the course's various teachings, which turn out to be extremely interconnected? One of many possible answers, but probably the most extravagant, is set out in this thesis. Through a business simulation, this project main aim is to illustrate the main steps for the strategic planning of a fish company, which produces food products based on holothuria, otherwise known as sea cucumber. The strategic plan elaborated and presented in the following pages refers to the launch of a new business initiative: Fallo Spa, an entrepreneurial idea that strongly believes in the values of transgression, innovation and sustainability, which through a unique product and an efficient and humorous communication proposes a new ready-to-eat food to the market. A scientific, operational and time-tested criterion was adopted in order to set out the project in a precise manner, with the intention of giving a theoretical and imaginative exercise a practical and potentially realizable guise over time. In order to do this, a marketing plan was created, followed by a feasibility analysis in technical, economic-financial and organizational terms: fundamental tools to be able to follow a path that leads to reflecting rationally on the entrepreneurial idea; launching a new product, studying the forms, timing and resources required; finding the best product/market combinations; perfecting the marketing-mix set-up. The study and the creation of Fallo Spa represents a real journey, realized with the intention of wanting to put into practice the culture and multidisciplinary offered by the various teachings during the three-year course of study.
Al termine del percorso triennale di studio in Scienze e Cultura della Gastronomia si fatica a resistere alla tentazione di volersi rispondere a tutti i costi alla domanda: come riuscire concretamente a far confluire in un unico contenitore tutti gli input ricevuti durante i vari insegnamenti del corso, che risultano essere estremamente interrelati tra di loro? Una, tra le tante possibili risposte, ma probabilmente la più stravagante, è esposta in questo elaborato. Questa tesi, attraverso una simulazione d’impresa, si pone come obiettivo quello di raccontare le principali tappe per la pianificazione strategica di un’azienda ittica, che produce prodotti alimentari a base di oloturia, altrimenti denominata cetriolo di mare. Il piano strategico elaborato ed esposto nelle pagine seguenti fa riferimento al lancio di una nuova iniziativa di impresa: Fallo Spa, un’idea imprenditoriale che crede fortemente nei valori della trasgressione, dell’innovazione e della sostenibilità, che attraverso un prodotto unico e una comunicazione efficiente e umoristica propone al mercato un nuovo alimento pronto al consumo. Per poter esporre il progetto in questione in modo rigoroso e solido è stato adottato un criterio scientifico, operativo e sperimentato nel tempo, con l’intenzione di conferire ad un esercizio teorico e di immaginazione una veste pratica e potenzialmente realizzativa nel tempo. Per farlo, infatti, è stato redatto un piano marketing, a cui fa seguito anche un’analisi di realizzabilità in termini tecnici, economico-finanziari e organizzativi; strumenti fondamentali per poter seguire un percorso che conduca a: riflettere in modo razionale sull’idea imprenditoriale; lanciare un nuovo prodotto, studiando le forme, i tempi e le risorse necessarie; trovare combinazioni prodotto/mercato migliori; perfezionare l’assetto del marketing-mix. Lo studio e la creazione di Fallo Spa costituiscono un vero e proprio viaggio, realizzato nell’ottica di voler sfruttare e mettere a rendita la cultura e la multidisciplinarietà offerta dai vari insegnamenti durante i tre anni del corso di studio.
La pianificazione strategica di un'azienda ittica innovativa e trasgressiva. Il caso di Fallo Spa
ROSADA, BRANDO
2022/2023
Abstract
At the end of the three-year course of study in the Science and Culture of Gastronomy, it’s difficult to resist the temptation of wanting to answer the following question: how can one manage to create something unique with all the input received during the course's various teachings, which turn out to be extremely interconnected? One of many possible answers, but probably the most extravagant, is set out in this thesis. Through a business simulation, this project main aim is to illustrate the main steps for the strategic planning of a fish company, which produces food products based on holothuria, otherwise known as sea cucumber. The strategic plan elaborated and presented in the following pages refers to the launch of a new business initiative: Fallo Spa, an entrepreneurial idea that strongly believes in the values of transgression, innovation and sustainability, which through a unique product and an efficient and humorous communication proposes a new ready-to-eat food to the market. A scientific, operational and time-tested criterion was adopted in order to set out the project in a precise manner, with the intention of giving a theoretical and imaginative exercise a practical and potentially realizable guise over time. In order to do this, a marketing plan was created, followed by a feasibility analysis in technical, economic-financial and organizational terms: fundamental tools to be able to follow a path that leads to reflecting rationally on the entrepreneurial idea; launching a new product, studying the forms, timing and resources required; finding the best product/market combinations; perfecting the marketing-mix set-up. The study and the creation of Fallo Spa represents a real journey, realized with the intention of wanting to put into practice the culture and multidisciplinary offered by the various teachings during the three-year course of study.File | Dimensione | Formato | |
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https://hdl.handle.net/20.500.12608/54066