"AÑO DE LA UNIDAD, LA PAZ Y EL DESARROLLO”

UNIVERSIDAD PRIVADA DEL NORTE

CAMPUS BREÑA

REPORT ABOUT YOUR BUSINESS IDEA – T2

Course
Business Trends

Teacher
Pachas Fuentes, María Olivia

Members

COMMITMENT
LAST NAME AND
CODE DEVELOPING THE
NAME
TASK (100%)
ESPINOZA CORDOVA,
N00078374 100%
YULY JACKQUELINE
GARCIA PUJAY,
N00207598 100%
FABIOLA STEPHANY
SOUSA OJEDA, SILVIA
N00148206 100%
ALEJANDRA
 REPORT ABOUT "DELICIOUS HEALTHY FOOD" RESTAURANT

1. Target market of your company

Currently, the habits of
Peruvians are changing,
which is why 73% of
Peruvians are trying to
take care of their health,
which is why they prefer
to have a healthier diet
with healthy and
nutritious foods;
therefore, our target
market is those
consumers with a
tendency towards healthy
products, who are
interested in a healthy
diet.

• Geographical segmentation:
For our idea, Delicious Healthy Food will be located in the Miraflores district, since our
target audience is concentrated in that district and there is a greater demand for healthy
products.
• Demographic segmentation
Our target market is made up of men and women between the ages of 20 and 69, who
are part of the upper middle class, in segments A and B and who even have a high level
of education.
• Psychographic segmentation
Our products are aimed at people who have a healthy lifestyle and who are constantly
looking for ways to feel good by consuming healthy foods.

2. How are you going to provide solution for the need that your product is offering?
Currently, a large percentage of consumers have
changed their eating habits and have opted for a
healthier eating style, with foods without fat,
without empty calories, as well as consuming fresh
products.
That is why our project aims to focus on these
groups of consumers and satisfy their needs through our variety of products with the
characteristics that consumers demand.
In addition, we will focus on providing excellent customer service.
We know that good service is essential to achieve customer satisfaction. To this end, it
is essential to be empathetic, transparent and fair to our customers. This is how we will
make them appreciate our brand and become promoters of our organization.
3. How are you going to build customer loyalty?
We will apply strategies to keep our customers loyal and that our business can attract
new customers:
• Offer excellent service: our clients will receive excellent attention from the moment
they enter our premises, for them our staff will be highly trained and will have soft skills.
• Quality of products: our business will focus on providing quality products, fresh and in
different presentations that our customers like and for which they feel pleased and want
to come back for more.
• Create a good atmosphere:
Our place will be set with
experiences that are pleasant
for our customers, such as:
sober decoration, soft music,
ergonomic and comfortable
tables and chairs, good
lighting.
• Social networks: in this
digital world it will be very
important to stay active on
social networks, therefore,
through the use of these
platforms, we will carry out
contests, raffles among our
followers. It will also serve to
clarify doubts from our clients
and of course the critics.
• VIP Clients: a VIP group will be created so that our clients who wish to be part of it, in
this group will interact directly with the members and we will inform them of all scheduled
activities, promotions or special events.
• Value the opinion of our customers: with this we intend that our customers can
provide us with an opinion about our services, products, among other aspects, in this
way to improve customer satisfaction.
• Corporate Social Responsibility: people are increasingly interested in issues related
to climate change, therefore, we intend to demonstrate that we are also respectful of the
environment, providing products that have not involved pesticides in their process, the
lighting of our premises It will be with LED lights, we will minimize the use of plastic and
we will opt for biodegradable materials.

4. Choose one country to internationalize your business idea.

In order to internationalize our business, we

have decided to open a franchise with the
same concept in Canada, specifically in the
city of Toronto.

We have chosen this place because,

according to the analysis we made of the
Canadian consumer profile, it fits our target.
Below we highlight some points:

Consumer behavior. - Greater awareness of environmental issues and overconsumption. A

closer look at the quality of a product, as well as its origin, composition and price.
Immigration. - There is strong immigration to Western Canada, especially in British Columbia
and Alberta. The immigrants are mostly of Asian origin and this has generated a combination
of cultures and preferences with different consumption and eating habits.
More nutritious diets are required because there is a greater awareness of health and the aging
of the population. For the same reason, natural products such as fruits and vegetables are
preferred.

In 2019, Health Canada published Canada's food

guide, which provides guidance on how, when,
why and where to eat, promoting the importance
of food skills and food literacy. This is why
Canadians pay close attention to the health
properties of food.

On the right side is an image of a plate with a

visual representation of the whole, unprocessed
foods that Health Canada recommends that
Canadians consume in a day, with the slogan "eat
a variety of healthy foods every day" (2). These
are fruits and vegetables (1/2 of the plate), protein
foods (1/4 of the plate), and whole-grain foods
(1/4 of the plate). The image also includes a glass
of water to promote the recommended beverage.
Source: Healthy Canada
5. Elaborate of PESTEL analysis of this new
country.

POLITICAL ENVIRONMENT:

Political Framework:
Governor General: Mary Simon ( since July 6, 2021)
Prime Minister: Justin Trudeau (since November 4, 2015).
King Charles III is officially the head of state of Canada (since September 8, 2022).
Characteristics:
Canada operates under a constitutional monarchy. It is a democratic country with a
parliamentary system. It is a member of several world founding axes, such as the United
Nations (UN), the Organization for Economic Cooperation and Development (OECD) and the
World Trade Organization (WTO).
Canada's Corruption Perception Index for the public sector was 74 points, so its inhabitants
have a low level of perception of government corruption.
 Source: Corruption Perception Index (2023)

In addition, according to the Global

Peace Index, Canada is in a position to
be considered a safe country, as it ranks
12th out of 163 countries analyzed by this
indicator. Crime is very low and, in
general, the police are much more
respected than in other countries.

Source: Global Peace Index (2022)

ECONOMIC ENVIRONMENT:

Canada is one of the 10 largest

economies in the world by GDP. Its
public debt in 2022 was 2,167,702
million euros, with a debt of 106.59%
of GDP. Its debt per capita is €55,682
per capita, so it is in a good position,
ranking 11th, which means that its
population has a good standard of
living relative to the 196 countries in
the GDP per capita ranking.

Source: World GDP per Capita Ranking (2022)

 In addition, it is useful to know that Canada is ranked
23rd out of 190 countries in the Doing Business
ranking, which classifies countries according to how
easy it is to do business.

Source: Doing Business ranking (2022)

SOCIAL ENVIRONMENT:
Canada has a population of 38,929,902 people, ranks 38th in the population table of 196
countries and has a very low population density of 4 inhabitants per square kilometer.

According to the Social Progress Index 2022, whose scoring levels are based on the analysis
of health, security, education, technology, rights, etc. of each country, Canada is ranked 10th
in this ranking, placing it as one of the countries with the best living conditions in the world.

Source: Social Progress Index rankings (2022)

Social concern for health is increasing in this country, so the Canadian consumer is looking for
healthy and nutritious food, free of fats that can impact against their health and lead them to
put on weight. According to Statistics Canada, retail sales of organic products have increased
57 % between 2015 and 2020.
TECHNOLOGICAL ENVIRONMENT:

Canadians make use of technology for

many purposes, most notably education,
careers, and leisure. The technology sector
provides people with high-paying jobs as
well. The rate of online shopping is growing
very fast as the young customers are
increasingly using their tech devices to shop
online (Banco Santander, 2023).

Estimates suggest that in 2021, e-

commerce in Canada generated about 28
billion U.S. dollars in revenues, while
desktop e-shopping totaled 53 billion
dollars. According to the source, by 2025,
these figures are set to rise to 57 billion and Source: Statista (2022)
81 billion, respectively.

In fact, many international IT professionals and firms see Canada as one of the best countries
in the world to advance their careers and grow their businesses. Across Canada, technology
is changing the landscape of many traditional industries and is offering both people and
companies a lot of opportunities.

ECOLOGICAL ENVIRONMENT:

There are several environmental challenges that Canada is facing today. For instance, a
number of air pollutants, acid rain, smog, and climate change are affecting Canadians. Many
Canadians in fact see air pollution a major environmental concern.
According to the world economic research report on ENVIRONMENTAL IMPACT FACTORS,
Canada is among one of 12 countries with very high carbon and methane emissions that
generate a high environmental impact for the country.
It is worth mentioning that the government of Canada has taken a number of initiatives to
decrease air pollution and the emissions of greenhouse gases like carbon dioxide that cause
climate change.

Source: The world economic research (2022)

LEGAL ENVIRONMENT:
In the legal environment, incorporating and registering a company in Toronto is a simple, quick
and less expensive process than in other jurisdictions. There are many methods to do business
in Canada. For instance, corporations, joint ventures, general or limited partnerships, trusts,
sole proprietorships, co-
operatives, and Branch
plant operations are the
most common ones.
Each province has its own
registration procedures
(and fees) for
incorporation, so our
company must comply
with Toronto's particular
requirements to open
smoothly.
According to the world
bank's report on new
businesses registered in Source: The world bank's report (2022)
Canada as of 2018, this
figure increased by 20% over the previous year, opening 3262 companies.
In addition, to operate the business, it is necessary to become familiar with the minimum
obligations of employers and the rights of workers in Toronto. The Canadian Human Rights
Act (CHRA) prohibits discrimination based on gender, race, ethnicity, age and a number of
other grounds.

6. Establish positioning strategies adapted to the cultural diversity of the target

country using market trends strategically.
According to Aaker and Shansby (1982, pp. 56-62)
there are six approaches to a positioning strategy; of
which our company focuses on the "positioning by
attribute" strategy.
This strategy consists of associating our
product/service with a characteristic sought by
consumers.
Our company seeks to position itself as one of the leaders in the Canadian gastronomic sector,
with a good quality product through its value proposition that consists of providing food with
high nutritional value through a variety of dishes and with due attention, focused on the
customer, as a differentiating factor from the competition.
Value proposition:
To promote the consumption of healthy food through an offer that contrasts nutrition, taste,
considering the consumption behaviors in the locality.
The aim is for consumers to perceive that the business proposal will allow them to eat healthy
food in accordance with their current pace of life, given that the Canadian public tends to have
an accelerated pace of life and has little time to spare.
In the following, we use the brand key model to visualize the main elements of our brand
positioning, highlighting the values that differentiate it and the insight on which it is based.
Source: Own elaboration (2023)
7. Promote marketing strategies to increase business value by responding to the
different situations in which the company finds itself.

The Canada market is saturated with opportunities, but the wrong search for themselves can
be more expensive than staying out of that market altogether. Therefore, it is vitally important
to build a marketing plan, preferably together with its representative located in Canada. The
definition of a market strategy matches very well with the concept of the four “P”:

- Product: The actions that have to be taken to prepare the product to comply with
requirements, regulations and also product adaptations required by the idiosyncrasies of the
client.

- Place: The prioritization of niches within the market and the most attractive channels to
attack the niches.

- Price: Positioning of the price of the products that corresponds to its presentation and
promotion. It also consists of the policy of discounts offered at different levels of marketing.

- Promotion: The promotion plan considering two stages of entry to the market (enter and
then expand).

8. Formulate promotion, sales and pricing strategies identifying existing skills for
better management in today's environments, relate it with sustainable development.

- Product presentation: Our menu

is constantly evolving. Our Lead Nutritionist is
forever testing ways to make these trends as
nutrient-dense, accessible and crave-worthy
as possible.

- Price Differentiation: The price that it

will have in Canada will be a standard price
as other restaurants, since being a new
business we cannot have a very high price.
But a difference that will have from others
restaurant is that we are going to helping
preserve the planet through environmentally
responsible decisions that affect both our
business and people. From reducing food
waste in our stores to sending less plastic and
packaging to landfills, we’re looking at various
ways to reduce our environmental impact
now and for generations to come.

According to the above, our product is exclusive for the Canadian market, and with a sign of
distinction against the competition, which will alow it to be progressively known and accepted
by our target audience.
Marketing strategies:

- Sustainability, eating plant-based is one of the best things you can do for the environment.
We are committed to creating dishes and drinks that are sustainable – both in sourcing and
limiting food waste.

- Make types of packaging that adapt to the needs of the consumer.

- Organic ingredients

Production strategies:

- Develop alternative dietary products.

- Investigate with vegan and vegetarian products

Human resources strategy:

- Train staff for the preparation of foods from 100% natural resources.

Financing strategy:

- Search for alternative sources of financing through different international cooperation

entities.

9. Conclusions.

• The "Delicious Healthy Food Restaurant" business proposal has a favorable macro-
environment in Canada, which represents a viable business opportunity.

• It is essential to previously develop a market research plan, knowing our target and
implementing the marketing and positioning strategies developed, which will help us to
successfully enter the Canadian market.

• The competitive advantage of the business proposal is based on the ability to achieve
a high level of product quality with a varied offer of healthy foods and with due attention,
focused on the customer, as a differentiating factor from the competition.

• We are committed to creating dishes and drinks that are sustainable both in sourcing
and limiting food waste. Also, we are committed to empowering our teams to be their
true, authentic selves.

• Our goal is to be inspire all people omnivores, vegetarians and vegans to try healthy,
delicious, plant-based food. We want to be the place where everyone feels welcome
and united by their love for our food.
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