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Bachelor Thesis from the year 2016 in the subject Business economics - Company formation, Business Plans, grade: 1,4, University of the Americas Puebla, language: English, abstract: Through the development of this business plan, the feasibility of launching a new carbonated soft drink on the Mexican market was analyzed. The analysis showed that there exists a huge potential for healthier beverages, especially in the upper classes as they are already more conscious of the importance of healthier nutrition. The company's beverage containing malt, hops and yeast not only looks like a healthy alternative but it also really offers a nutritive refreshment full of vitamins, which can perfectly respond to the upcoming market demand and at the same time distinguish itself perfectly from indirect competitors. At the moment of launch, the company will not have any direct competitor. Studies showed that 77% of health product purchases are functional; Maltural fits flawlessly in this product segment as it not only offers nutrition but also vegetable proteins, minerals like calcium and iron and various B vitamins.