Creating a Business Plan for Growing Lettuce

Graduate qualification work examined the agricultural market with the view of establishing a company producing lettuce. The issue raised in this study seems to become increasingly important nowadays, taking into consideration the recent politico-economic changes on the world arena and in Russia, in particular. On account of the sanctions imposed by the Russian government on imported agricultural produce, the market has become less saturated which, in turn, has resulted in an increase in prices not only for foreign goods, but also those produced by local manufacturers. The reasons mentioned above specify the necessity to develop the agricultural area by establishing businesses cultivating fresh vegetables at lower costs all year round. The choice has been made in favor of lettuce owing to its healthy characteristics and an apparent benefit for people`s health. Another reason to build up this business lies in the possibility to cultivate local vegetables at lower costs which could allow a company to keep prices reasonable but competitive. To achieve the goals of the project literature review was conducted, which observe both theoretical and empirical studies in two major fields: conducting agricultural market analysis and establishing a new business, a business-plan for the enterprise and a rich picture of the companies’ activity operating in the Perm market were created and the required data on their current performance was collected. In the framework of the graduation project calculations of Key Performance Indicators, KPI have been done, which indicate that the project is effective. The baseline results of the present research enable to conclude that in today's highly competitive environment an in-depth business planning a well as a well-organized market analysis are essential elements for a new company to succeed on the market.