Aji Charapita 01 de Diciembre

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



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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Aji Charapita 01 de Diciembre

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