Economy and Business Info
Archive for the ‘Business opportunity’ Category
What is the business opportunity
The opportunity has to do with 3 important points, one of the first is that Chile is the largest consumer of ice cream throughout Latin America (over U.S. $ 500 million in 2008) and this is a business opportunity to position their products, second is that in this ice cream market in supermarkets, there is no stock or flavor Lima Sigh, why it is launching a competitive advantage, the third and no less importantly, as a producer, the price of release should and could be lower than the rest of the competition.
Comply 100% with this opportunity, we deliver a good return
in a given time.
- What is the downside?
Conducting internal analysis, we conclude that in order to cover a large production for the future market, we need to expand the business, is expanding its infrastructure, because if we want to position in the Chilean market, we will need the necessary stock to be distributed and the product is for sale.
- What is the Threat?
The strength of the environment that could impede the implementation of our strategy is failing to meet the needs of our consumers real (housewife), so we must be clear, that the product reaches the place of location (distribution chain of cold), so that our best ally, for the fulfillment of our objective is the supermarkets.
Performed the analysis necessary, we can conclude the following.
‘We have to strengthen production, especially the variant, Lima Sigh increasing it, to have the necessary stock and meet market demand, which can also affect the price.
‘We must take advantage of the fact that the company is a producer of milk, the main component in the manufacture of ice cream, and the experience of this in the preservation of dairy products and refrigerated, improve the infrastructure of the company to be part of a favorite of the end customer, with the taste sigh Lima, flagship product launch.
- Marketing Objectives
At this point include marketing objectives, which, keep a close relationship with the goals and strategies throughout the company.
The stated goal from the marketing plan is to position the product in the Chilean market for it, we should be leading, brand reach, grow and be part of the cake of ice cream consumption in the domestic market (U.S. $ 535 million in 2008).
The stated goal, according to the target, get a market share of 22% in 3 years, maintaining a growth rate of 15%.