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5/26/2018 Aji Charapita 01 de Diciembre
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1
2013
Members
Katherine Hidalgo/ Lissette
Huaman/ Margaret Rodriguez
29/11/2013
Chili Sauce
(Aj charapita
and Cocona)
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INDEX
Pg.
I. Executive Summary
Our company is formed by three partners, we are a new company in the market,
however we are able to expand and export our products abroad.
The present work has as base to the native resource of the jungle of Peru.
We are committed in the preparation of Product ma!on, our product are hot
sauces and we are offering the best chili and complement like cocona from
Peruvian jungle, where people will meet energy and flavor to their palate, our
delicious combination like a spicy sauce made of aji charapita and "ocona
makes our product different
The chosen target market based on an analysis was the country of #nited
$tates, in "alifornia city since it is one of the main importers about hot sauces
prepared from %atino and merican consumers.
We have to mention that the ma!on of Peru has a variety of peppers and
chilies, some of them are spicier than others that are distinguished by taste.
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&oth ingredients 'chili and cocona( proceeds from the Peruvian ma!on, spicy
and aromatic, both of them are without chemical inputs.
)ach component of our product have properties attributed by the natives of the
Peruvian ma!on.
I. Business nature
This project seeks to capitali!e on the business opportunity generated by
national and global demand for products made from native products of the
Peruvian jungle.
We are an exporter of products derived from native of the ma!on, however,
start our project with a new business unit strategy, which will be a line focused
on hot sauce like chili sauce charapita.
Our areas of *esearch and +evelopment, $ales, +istribution and %ogistics, and
inance will determine our development areas for international business
strategy, taking a mixture of marketing and standardi!ation decisions, forms of
income with our business partner as the #nited $tates, and all offer different
products and existing.
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Mission
+evelop, promoting and deliver highly nutritious hot sauce from Peru as reliable
products, solving the needs of our customers and improving their -uality of life
or eating style. Vision
&eing a model in the processing and marketing of hot sauce natural products
and healthy providing to the market a product with different presentations,
innovative and delicious for our customers and future generations, making
known to the world the rich biodiversity that has our ma!on.
Values
%eadership in the market / focus on needs of our consumers,
customers and franchise partners
0uality/ the products that we do, we do very well to get additional
characteristics or attributes that consumers seek
Passion and committed of our work
1ntegrity in the organi!ation
1nnovators / give an added value of our product ' cocona and ajicharapita (
III. Situation Analysis
Company AnalysisAssessment
!oals
%eading the market supplements made from 2334 natural
products.
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The use "onstant innovation in the development of our products,
developing various presentations that will allow us to combine
flavors and shapes.
pply the best technology permanently in production processes
for products with high performance in the market.
1dentify potential markets increasingly for consumption of natural
products that allows us to obtain a steady growth
Provide an excellent service in the -uality of our product, offering
a new flavor classification and especially exotic flavor to enjoy at
any time of day.
Customer Analysis
5umber
Type
6alue drivers
+ecision process
"oncentration of customer base for particular products
"limate
7acro8environmental P)$T analysis /
Political and legal environment
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)conomic environment
9:When it is an existing company, this analysis is done. or your final project this
is not mandatory
9:;dem $ocial and cultural environment
Technological environment
S"#$ Analysis
Strengt%s
Our company has an established brand in the local market.
Our company strictly abides by the laws of the markets to which it
exports.
"ocona ma!onian fruit has a high nutritional value and charapita chilihave curative properties
"ea&nesses
We don
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+o not have a broad portfolio of products.
=igh costs of extraction and transport by the difficult access to the
production areas of our main input.
#pportunities
There is great opportunity in our target market to increase demand
through advertising and strategic mechanisms.
The opening and growing demand for new international markets.
"onduct strategic alliances with companies in the market and
international destination. 1nternational Trade $hows 5atural Products
1ncreased recognition of the ma!onian fruit internationally for its
properties that its content.
)xists growing demand for this type of product because we find it in
different parts of ma!on and the production develops all year.
The first chili of the Peruvian jungle to reach the international market.
$%reats
>rowth *ate of new competitors internationally and within the destination
country.
There is great potential competition in the chosen destination country
because manufacturers can develop products similar to ours.
There are other sauces that can be substituted product in the destinationcountry.
Presence of pests and fungi that affect the production that still cannot be
controlled.
&e attacked and contaminated by any pest
IV. Mar&et
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Population
Bot% Sexes '()*+,)+'*
-ispanic an. /atin People
,+)0'1)222
We have opted to export to the #nited $tates market, in "alifornia $tate for
being a potential market, and the largest importer of our products related of
Peru chili.
We have to mention that in ?323, imports in "alifornia were '[email protected]( about chili
product, into that category we can find chili sauce.
Peru is a country which has several types of chili, even are better than others
countries and have natural components with nutritive value.
Segmentation
The population of "alifornia is AB,3C2,CA3 and AB.?3 4 of people are =ispanic
or %atin People.
Cali3ornia4s Population 5*,5
We are going to focus to the range between ?D to CC years old which is formed
by AAE ?AF. %atin people are formed by people from 7exico 'A34(, "uban and
Puerto *ico.
&efore that range of year would be from D to ?C years and usually people don
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50 to 57 years
'* to '+ years
'0 to '7 years
+* to ++ yearstotal
@2,@D?
F?,@?E
EF,ECB''2)5'1
/atin People
23A,F22
The chili has a variety of uses in the food processing industry in the #nited
$tates, especially as a culinary species in homes and in restaurants in %os
ngeles, the consumption in The ngeles is increasing, it is difficult to have an
accurate picture of trade international product because the statistics of most
countries not contain specific data on imports and exports of peppers. =owever,
it seems that most of the consumption of sauces about chili is increasing from
%atino residents in that country.
1n the following chart, we can see what are the main cities which demand
sauce based in chili , as you can see the main cities are The ngeles and
7iami, but between both, The ngeles demand more products and chili
prepared or other mixed based in chili, however in 7iami, people prefer red
chili and not combination with other component. Other point in the table is the
type of price in dollars which the supermarket offers to the public.
P6E8E6ENCES 86#M PE#P/E "-IC- DEMAND C-I/I
Presentation City Per 9nit Bran.
ull chili 'serranos( /os Angeles +omestic 7arket 2.D@ )mbasa
GalapeHo ''$liced in jar, 2E ounces( /os Angeles +omestic 7arket C.@@ 7e!!eta
GalapeHo '"anned( /os Angeles 7exico 2.D@ %a "osteHa
GalapeHo 'jar( /os Angeles 7exico 2.F@ %a "osteHa
Gar x F OI /os Angeles Peru 2.C@ 1beria
+iced 'Gar( /os Angeles +omestic 7arket A.@D %a 6ictoria
&ottle of red chili sauce J D OI Miami &elice 2.F@ 7arie $harpKs
&ottle of red chili sauce J D OI Miami 7exico ?.@@ "holula&ottle of red chili sauce J D OI Miami +omestic 7arket ?.@@ Tabasco
P6ICES IN :
P6EPA6ED SA9CES
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Source: Agricultural Marketing Service
5 ounces = 141.75 grams
16 ounces = 453.59 grams
The following table shows the type of supermarket which our competitors sell
their products. Prepared "hili has already become part of the food habits of
much of the population, which benefits to us.
C-ANNE/ #8 DIS$6IB9$I#N 86#M C#MPE$I$#6
Presentation City Supermar&et
ull chili 'serranos( /os Angeles >igante
GalapeHo ''$liced in jar, 2E ounces( /os Angeles Traders Goe
GalapeHo '"anned( /os Angeles Pavilions
GalapeHo 'jar( /os Angeles Traders Goe
Gar x F OI /os Angeles $edanos
+iced 'Gar( /os Angeles >igante
&ottle of red chili sauce J D OI Miami Publix
&ottle of red chili sauce J D OI Miami Publix
&ottle of red chili sauce J D OI Miami Publix
Source: Agricultural Marketing Service
Our product is most known by %atin people, exports of prepared and L or
preserved about chili are increasing because People seeks for reliable products
and wants value nutritive in that.
V. Selecte Mar&eting Strategy
Prouct
Our company will focus primarily on the export of hot sauces based in aji
charapita and cocona to the #nited $tates, primarily in "alifornia.
Bran Name
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"arranty
We are committed to providing the public, flavors, -uality and above all, so they
can enjoy the delicious taste that provides the Peruvian jungle.
Preserving is 2 year of shelf life, once opened refrigerate and consume within
?D days and properly handling.
Pac&aging
The packaging is a glass bottle of ?23 grams and 233 grams net, with an
opening at the top made of plastic, package si!e is 2? cm. high x 23 cm. wide.
Price
+iscuss pricing strategy, expected volume, and decisions for the following
pricing
variables/
%ist price
+iscounts
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&undling
Payment terms and financing options
%easing options
Distri;ution
We will enter to The ngeles market with our finished product and will reali!e
the final sell to consumer through different distribution channels/
We will put the product available in supermarkets.
We must establish a profit margin for commerciali!ation 'to selling points(
between D4 to 2D4, to prevent ourselves affected by a large increase in final
prices at the point of sale, which would affect the preference of our products toconsumers. $o we will manage two types of indicators/
Sell
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We have searched distributors necessarily having stores in "alifornia for better
market access. $elected distributors have a presence in the market and have a
public recognition.
M +istributors to sell "hili $auces
M %eaders distributors
or selection of distributors we work with, we have given preference to those
distributors that are representative in the merican market and specially in latin
people.
/ocations
The selected distributors have several stores in "alifornia. =ere we detail the
main stores.
$raer4s >oe
Trader GoeKs is a privately held chain of specialty grocery stores head-uartered
in 7onrovia, "alifornia in >reater %os ngeles. s of 7ay ?32A, Trader GoeKs
had a total of A@@ stores. pproximately half of its stores are in "alifornia, with
the heaviest concentration in $outhern "alifornia, but the company also has
locations in A3 other states and Washington, +.".
They specially sell product based in chili from 7exico from N 2.F@ to ND .33
!igante 9SA
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>igante $upermarket was a large supermarket chain in 7exico. now it is
located in "alifornia. The supermarket chain was owned by parent company
>roup >igante, which also operates the restaurant chain Toks, and #$ retail
chains such as *adio$hack and Office +epot in 7exico. Their chili sauces has
prices from N 2.D@
/a Perla Spice Co., 1nc. also carries an assortment of spices such as
garlic, paprika and some harder to find spices like habanero powder,
jalapeHo powder, and annatto seed. They use only the finest ingredients
in all of their spice blends and they are committed to providing the
highest level of customer service. %a Perla $pice is located in DDD 5orth
airview $treet $anta na, "alifornia @?F3A
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Promotion
Avertising
$eek to different ways to advertise by highlighting the -uality of our products
and the variety of designs that offer
or our advertising employ such means as/
Blog
&log 1n our company we will not only known as show business but also
numerous new designs giving information about the product and its
elaboration
$?itter
Our twitter account not only for our followers *elated Web launch but
also to give information and be in direct contact with the public and
achieve greater dynamism in the relationship with customers.
Ali;a;a
good place to be known and sell our products, we can find several
buyers from #$. libaba is the worldKs largest in terms of buying and
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selling products to wholesalers our products can become known on this
site and also does not involve spending web.
C%annel on @outu;e
s We know, today people are informed about natural products right
through these sites and social net working. We would use this channel to
show the nutritive value of our product and that our products are 4233
natural and reliable to people and come from the Peruvian ma!on
Gungle
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Magaines
We advertise in maga!ines that show innovative presentation for people.
in this way we will be looking to advertise our products through photos
and publications that mention our sauce as the essence of our product
comes from the Gungle of Peru and will be a great attraction for our
potential market.
Pu;lic 6elations
$eek to participate in various events to introduce more market and give more
information to the clients.
To focus our participation in/
$rae
Try to participate very actively in fairs to develop though initially
participate as visitors to identify competence gaps and to improve when
we have to participate as exhibitors.
Through this type of participation not only sure to get in touch with the
public but also achieve showcase our products to a large number of
distributors that may be interested in the products.
International Shows
The promotion strategy we use will attend international exhibitions, as
well we contact with companies interested in our product category
1nternational fairs, according to the website portalferias.com, which will
take place in ?32A and are suitable to display our product are/
EX! "ES# $%13 Ana&eim' (ali)ornia
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naheim )PO W)$T ?32A is the 1nternational air of 5atural and
Organic, which will be held between 3B to 23 7arch ?32A in the premises
of the naheim "onvention "enter fairgrounds, showing the latest
developments and innovations in all aspects.
)PO W)$T ?32A in naheim, will bring together the leading companies
and industry professionals who will show their latest developments and
innovations.
naheim )PO W)$T ?32A we can find the following sections/
M 5atural and $pecialty ood
M 5atural %ife
M Organic
M Pet Products
M $upplements
M =ealth and &eauty
Promotional programs
We will have an intensive promotional program during the first six months
since being a new product and have very few direct competitors in the
market, try to grab and populate with our brand stores distributors.
We will rely on advertising and prestige of our dealers to make known
our brand and expand.
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Buget
or these activities will allocate a budget since being a new company we
have many sources of funding. To be in a Trade, the cost is almost
N?D 333.33
Proecte results o3 t%e promotional programs
We have great expectations on the results that we get at the end of the
first semester in the market. $o for the next semester increase our
advertising budget to enter into
new advertising channels to reach more people and be more effective.
VI. #perational Plan S%ort /ong
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ind ourselves into consumers mind.
"over above the 2334 of our target market placeLlocation selected
1ncrease the product line, product presentation
$tart the market diversification strategy by trying to get into new #$markets
VII. Conclusion
We think the 7arketing strategy or a 7arketing plan for a business is
almost essential for any businesses success. When creating 7arketing
strategy is essential to have, set and incorporate goals and aims for both
your business and your marketing.
We think the work out how you will reach and win new customers. We
need to make sure that you keep existing customers happy. nd we
need to keep reviewing and improving everything you do to stay ahead of
the competition
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