COMPANY INFORMATION PRESENT TENSE

Name of the company Distribuidora de huevos los almendros

Trade’s name Production and Marketing
Company’s activity Direct sales of eggs to fixed customers and the public in general.
COMPANY HISTORY PRESENT TENSE
History of the company in detail Advertising Distribuidora de huevos los almendros founded in agosto de 2018, the result of an
has been traditionally done? entrepreneurship project and with its own resources, in the course of the market study
has been developed to identify the niches of the market. carrying out Marketing
processes in chain Supermarket, shopping centers through tastings and product
exhibition in stand of markets which have great affluence of people.

What kind of advertising and what issues were Exhibitions in chain markets, POP advertising, spoken and written. there were
addressed? economic problems, because of the cost of the guidelines in radio and press, the
competition has advertising on television which makes it a problem for the
Distribuidora de huevos los almendros because they do not have enough resources to
get to schedule on television, which makes it a problem for the company.

What were the objectives of previous The objectives were; publicize the product to people and places which were not impact
campaigns? on the launch of the product, plant the product, seek to obtain acceptance among
people who have not been able to comvencer.

What are the characteristics of your product
or service?
The eggs of the birds constitute a habitual food in the feeding of the humans. They are
protected by a shell and are rich in protein (mainly albumin, which is the white or white
part of the egg) and lipids.1 2 They are an easily digestible food, the main component
of multiple sweet and savory dishes, and a essential part in many others due to its
binding properties.

What is the current position of your product It is in a challenging position, because it is second in the market by 80% and 20% is
in the market? leader, first, fighting for first place with the competition that has been in the market
for years.
 THE PRODUCT OR SERVICE PRESENT TENSE
Description of the product or service with all The eggs have three distinct parts: the yellow yolk, which has more proteins, lipids and
its features: minerals; the white, whose main component is water, and the shell, which covers the
Physical (if it has) previous two, is porous and can be brown, white or with dark spots - which does not
alter the nutritional components of the egg.

Chemical characterization (if it has) Composition (per 100 grams): 4

Egg part Proteins Lipids Water Minerals

Clear 17.0 0.2 88.0 0.8
Bud 10.5 32.5 48.0 2.0
Shell 3.3 1.6 96.0

Packaging (if it has) The best known packaging is cardboard, or tray, which in some cases has partial
coverage and in others it is total, depending on the industry. These trays are
manufactured, in some cases with recycled paper, in such a way that they are used only
once, that is to say that their useful life is so short that their properties are being lost
and therefore, the product can be put at risk.

Benefits Eggs are a cheap superfood rich in protein, vitamins and minerals, although it is
questioned whether or not they contain high amounts of bad cholesterol because of
the lipids in the yolk. It is a saciable food and an essential nutrient for the brain. In
addition, the eggshell can be edible if it is prepared with complex methods, such as
pickled (softened with vinegar) or after putting it in lemon juice so that citric acid
extracts a milky liquid that contains high amounts of calcium and can be used to combat
diseases such as osteomalacia, rickets and osteoporosis. It is also recommended for
pregnant women because of its choline content.

Trajectory (how long was it released). eggs have 4 years in the market, started as a strange product occupying 60% in the
canned market, 4 years later it is a product that occupies 80% and 20% occupies the
first place in large markets.
Legislation The egg used mostly in our country is that of chicken. It is used in homes both for its
high nutritional value and for its “adhesive, foaming, binding, clarifying, coagulating
and gelling capacity, coloring, emulsifying, flavoring and thickener, among others.
Therefore, the egg is essential in a multitude of recipes that require their intervention
to provide their characteristic functional properties.

Ifecycle Eggs are the most frequent source of salmonellosis, the cause is usually in remnants of
chicken feces that may remain attached to the shell, if they come into contact with the
inside and if they are taken raw. The worst mistake that can be made is to wash an egg
and keep it several days to eat it. This allows the entry of germs, which will contaminate
the food and possibly affect the health of the diner. They should be kept in refrigerated
places: as a rule an egg breaks down at the same rate in a day if room temperature is
placed, than the same egg placed in a refrigerator for four days. Eggs can be frozen for
several months.

SWOT MATRIX (STRENGTHS, WEAKNESSES, PRESENT TENSE

OPPORTUNITIES AND THREATS)
Weaknesses (they are internal to the Competitive prices
company Delay in research and development.
Not having capital.
Low or weak product promotion.
Lack of Budget

Enter new markets.

Opportunities (they are external, what the Rapid market growth
sale opportunities are) Expansion of the product portfolio.
Variety of clientele.
Payment facilities.
Product quality
Strengths (they are internal ) Geographic location
Customer base
Relationship with suppliers

Threats (they are external )
BUDGET
It’s the money assigned to the project.
CONSUMER/TARGET AUDIENCE
Describe the three types of consumers:
End consumer: The person who consumes the
product, but doesn’t decide on the purchase.
Real consumer or objective: The person who
makes the purchase decision.
Potential Consumer: The person who has a
provisional contact with the product or who
will be the consumer in the future.
Technological skills and resources
Entry of new competitors.
Slow market growth.
Products similar to other companies.
Decline of products.
PRESENT TENSE
The money assigned to the project is $ 50.000.000 own contributions and bank
financing.
PRESENT TENSE
Person or organization that makes effective use of a certain product or service and that
entails the supply of a good. These are the consumers advertisers target in their mass
media advertising campaigns.
The "REAL" client is the one for which you have worked (he has not worked with you),
for many years.
That is the loyal customer, he makes the orders to you, there is confidence he does not
look for another supplier but you.
The potential client is one of the fundamental aspects that is always taken into account
in any economic entity, because in them lies the opportunity for growth and
development.
The potential client is any person who can become a buyer (the one who buys a
product), user (the one who uses a service) or consumer (the one who consumes a
product or service), since it presents a series of qualities that they do it prone, either
 by needs (real or fictitious), because they have the right profile, because they have the
economic resources or other factors.
Describe the profiles

Demographic profile Result of image so that it is a profile demográfico

A demographic profile is a set of estimators, tables and graphical representations that
succinctly summarize the state of a population (or population structure: characteristics
of its members and spatial distribution for the moment evaluated) and the processes
of growth or decrease.

Geographic profile Geographical segmentation refers to the division of the market taking into
account the geographical differences between one place and another, when
distributing the products or services. Geographic segmentation helps to collect
and analyze information according to the physical location of the people .

Psychographic profile Result of image so that it is a Profile psicográficoes.slideshare.net

Transcript of consumer's psychographic profile. It is an attribute which serves
to segment the market and divides the buyers into different groups based on
their social class, lifestyle or personality characteristics. Values Personality
Consumer Lifestyle Activities.
COMPETITION/POSITIONING

Describe the type of competition your

product or service has:

Direct The right competition of la distribuidora de huevos los almendros son ; huevos santa
reyes, huevos doraditos, huevos santa elena.

Hint Products such, cookies, cakes.

Main Competition We observe that there is a leading brand in Colombia , because for many years it has
created a strong brand with a lot of remembrance in Colombian families, but they do
not have jam of arazá what represents for our company a competitive advantage, the
only national company This product is offered by a company from Cajica called Santa
Reyes, but it is not a well-known brand, so far it is starting to offer its products in
large areas such as Carulla and Carrefour.

PROJECT OBJECTIVES PRESENT TENSE

Describe the goal to be achieved in your Carry out a study that guarantees the technical, economic, administrative, legal, and
project. commercial feasibility for the assembly and commissioning of an egg producer and
marketer in Cajicá.

MARKET RESEARCH PRESENT TENSE

Explain the market research you have made in
your project: which are the latest changes of
consumers and the target public?
SCHEDULE
Through the study carried out on the company project, it was possible to determine
that both the market and technical and financial aspects indicate all the possibilities
demanded by the company since they show good utility.
The market study established that both the supply and demand of the project have a
wide and constant activity, since the egg is a necessary asset within the family basket
and it is also easy to acquire.
According to the surveys carried out in Cajicá Cundinamarca about the “los
almendros” egg distributor, we determine that both men and women, mostly women
with an average age of 34 years
PRESENT TENSE

Include the distribution channels for the

products of your project:

Direct
With the popularization of the internet and the settlement of electronic
commerce, distribution channels have undergone the logical changes for
 adapting to new technologies and digitalization. This has caused the approach
between manufacturers and consumers, blurring the participation of the
different distributing agents, but traditional channels continue to exist and
work.
Own or direct channel: its manufacturer is responsible for getting your product
to the final customer without intermediaries. Therefore, it does not delegate
storage, transport or customer service processes. For example, the HP product
company is responsible for the distribution of its own products.
Because the transport companies in many cases are not ready if not to
transport and deliver but at the time of leaving high the good name of the
company that owns the product they are carrying do not know what it is, in
other situations delivered in poor condition the product or let it hurt because
they do not care if not their goal is to deliver and already. In other situations,
the non-fulfillment of delivery can be presented on time, causing
inconvenience to customers, leaving the good name of the company wrong.

Indirect channel A distribution channel is usually indirect, because there are

Indirect intermediaries between the supplier and the user or final consumer. The size of the
distribution channels is measured by the number of intermediaries that form the path
that the product travels, as transport companies, private individuals that exege this
work of freight transport.