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UNIVERSITY OF GUYANA

Export Marketing PlanWest Indian Pride Parboiled Rice

Course: MKT 2204

Group Members:

Intiaz Khairudin- 1018984

Mohamed Ali- 1020145

Katherina Joseph- 1020073

Parbattie Phillips- 1020197

Lecturer: Mr. Winston Felix

University of Guyana, Tain Campus

Description Of Business

Name of business: West Indian Pride Parboiled Rice

Type of business: Four (4) members partnership

Nature of business: Production and export of Parboiled rice to a foreign market at a

competitive price. Its target market is health conscious consumers in the US.

Mission Statement:

It is our responsibility to our customers to provide them with the best standard of our quality rice

production and making a continuing effort to guarantee sensible prices with prompt delivery and

best customer service.

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Vision Statement

West Indian Pride Parboiled Rice is keenly committed develop our production, milling and

marketing programs that guarantee a safe supply of quality rice for our consumers.

Our group always believed in the three pillars listed below for the long term growth of our

business.

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Reliability

Sincerity

Flexibility

Company Overview

West Indian Pride Parboiled Rice was first established 5th of March, 2013 at the primary location

in Bristol Street, Cumberland, East Canje, Berbice, with its primary objective providing super

quality in parboiled rice in the country.

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Having achieved this set objective and business boomed locally the four partners decided on

expanding internationally. Following a few of the guiding principles of the marketing company

West Indian Pride Parboiled Rice composed a detailed five year plan we were able to formulate

the following proposal.

Organizational Chart

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Situation Analysis

S.W.O.T Analysis

• STRENGTHS

-Production: producing large quantities of rice in a minimum time rate.

-Increasing stock levels.

-Establishing an export market.

-Selling straight to the customers.

WEAKNESSES

-High cost of advertising in foreign market.

-No partnership, therefore the company bears all the expenses and risks.

Delay in delivery cause to loose foreign market

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Political environment of the foreign market

• OPPORTUNITIES

- Health conscious customers on the rise

-Well established and profitable export market.

-Customers increasing knowledge of the product.

• THREATS

-Competition in foreign market.

-Foreign market health agencies and community groups.

-Competitors possess stronger brand name.

-Foreign market government regulations.

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The Marketing Mix

4 P’s

PRODUCT

Parboiled Rice, produced by West Indian Pride Parboiled Rice. This product can be used

as a raw material to produce delicious health conscious main course food items on a

menu or can be used as supplemental ingredients for other dishes. Our product is the best

of its kind in the industry.

PRICE

West Indian Pride Parboiled Rice will be priced depending on the cost of production and

exporting expenditures, but with the aim of being affordable for the consumers in the

market.

PLACE

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Our product will be entering into a market (USA) in which the customers are aware of the

company, since most Guyanese are residents in the market. Our product is well suited for

this placement because there are many famalies that uses this type of product.

PROMOTION

West Indian Pride Parboiled Rice will be promoted into the new market by traditional

advertising. Our product will be advertised in newspapers, billboards and flyers in

various places within the market. Also web pages designed with relevant information.

Product Portfolio

Health Benefits:

Better source of Fiber, Calcium, Potassium and Vitamin B-6

The parboiling process makes the soluble vitamins move out of the bran and into

the grain.

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Starch in the grain is more gelatinized, making it more easily digestible.

Parboiled rice had low Glycemic Index

Advantages of using Parboiled Rice:

Natural 100% whole gain product

Only the outer hull has been removed after extracting the nutritional components

Slightly chewy flavor with a nutty flavor when cooked

Use as an ingredient in main course, slide dish or salads.

Remains separate and fluffy

Uses of Parboiled Rice

Used in Soups and entrees

Used as a main course

Side dish

Salads

Desserts

Pies

Puddings

Making porridges

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International Readiness Assessment

Export Requirements

All individuals who wish to export produce out of the country must follow these export

requirements. Since we are exporting our rice to United States, these are the requirements for

exports from Guyana to USA.

1. Acquire an Import Permit: All pertinent permit conditions specific to the commodity/country

will appear on the import permit issued by APHIS based on the permit application and current

regulations. The importer can apply for the permit here.

2. Register with the US FDA. The Public Health Security and Bioterrorism Preparedness and

Response Act of 2002 (the Bioterrorism Act) directs the Food and Drug Administration (FDA)

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of the USA, as the food regulatory agency of the Department of Health and Human Services, to

take additional steps to protect the public from a threatened or actual terrorist attack on the U.S.

food supply and other food-related emergencies. As a consequence all exporters and importers

are required to register with the US FDA. Online registration step-by-step help can be found

here. Tutorials can be found here.

Exporters are also required to submit Prior Notice to the USDA at least two (2) hours

prior to the shipment arriving into the US. Additional information and help on Prior

Notification can be found here.

3. Register as an Exporter with the Guyana Marketing Corporation and the National Plant

Protection Organization (NPPO), National Agricultural Research and Extension Institute

(NAREI), Mon Repos, East Coast Demerara.

4. Acquire a Taxpayer Identification Number (TIN)- This can be obtained from the

Guyana Revenue Authority (GRA), Customs & Trade Administration Department. The

following documents must be presented for registration:

A completed TIN application form which can be uplifted from any GRA Office.

Personal Identification: (ID card or Passport) Note: both the original and a

photocopy of your ID card or passport are required.

Proof of residence (GPL or GT&T bills, etc)

In the case of a business, the business registration must be supplied with identification of

a representative(s).

5. Decide on mode of shipment (air or sea)

Sea

Air - information on air cargo services can be obtained from Freight Service

Providers

6. Prepare Export Documentation - Customs documentation is required for all

commodities being exported from Guyana.  Guyana Marketing Corporation has a Customs

Brokerage Service which is available to all exporters.

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Acquiring Funds to Start Up the Business

The partners of West Indian Pride Parboiled Rice at this point even though being successful

locally, needs additional financing to go international we have collectively decided to take the

following approach for assistance.

Seek a bank loan or credit-card line of credit.

Trade equity or services for startup help. 

Negotiate an advance from a strategic partner or customer. 

Join a startup incubator or accelerator. 

Solicit venture-capital investors. 

Apply to local angel-investor groups. 

Request a small-business grant. 

Pitch your needs to friends and family. 

Fund your startup yourself. 

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With these many options available they require work and commitment and decision is a complex

tradeoff between near-term and longer-term costs and paybacks.

Target Market Analysis

West Indian Pride Parboiled Rice has chosen to export its superior quality parboiled rice to the

United States of America with the target market located in Jamaica Avenue, Queens, New York.

The population consists mainly of people from Asia and the Caribbean where the main staple is

rice.

Target location was selected based on the area demographic and psychographic make up as well

as current trends of a healthy lifestyle.

With proper marketing strategies to bring awareness of our superior quality parboiled rice in this

Market we believe it can convince the retailers to supply them.

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Google Map of our Target Market

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Linkages

West Indian Pride Parboiled Rice has both backward and forward linkages.

Backward linkages are the suppliers to the business. Our supplier of rice is the Nand Persaud

Company Limited (NPCL). They are the largest supplier of rice in Guyana thus the prices that

are offered to us are low so we can purchase more. We solely depend on Nand Persaud Company

for the survival of our business because without them we would not able to supply our

customers.

Forward linkages are the customers and markets that we sell our products to. These linkages

provides profit for the business and also free advertisement as they use the product and spread

the word to other customers and businesses. Our forward linkages will be those residing in

Jamaica Avenue, Queens, New York, United States.

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Financial Statement- Income and Expenditure

Manufacturing Account Showing Projected Income and Expenditure for One (1) year

Opening stock of raw material 2,430,000

Plus purchases of raw material 1,880,000

4,310,000

Plus carriage inwards on raw material 250,000

Cost of raw material available 4,560,000

Less closing stock 1,250,000

Cost of raw material consumed 3,310,000

Plus direct expenses 990000

4,300,000

ADD FACTORY OVER HEAD COST

Electricity 129,500

Factory mangers pay 295,000

Factory rate 840,000

Factory plant 945,000

Payments 450,000 2,659,500 (2,659,500)

1,640,500

Plus opening work in progress 2,450,000

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4,090,500

Less working in progress 1,201,000

Production cost of goods completed 2,889,500

Projected Financial Statement- Income and Expenditure

Manufacturing Account Showing Projected Income and Expenditure for Five (5) Years

Opening stock of raw material 12,150,000

Plus purchases of raw material 9,400,000

21,550,000

Plus carriage inwards on raw material 1,250,000

Cost of raw material available 22,800,000

Less closing stock 6,250,000

Cost of raw material consumed 16,550,000

Plus direct expenses 4,950,000

21,500,000

ADD FACTORY OVER HEAD COST

Electricity 647,500

Factory mangers pay 1,475,000

Factory rate 4,200,000

Factory plant 4, 725,000

Payments 2, 250,000 13,297,500 13,297,500

8,202,500

Plus opening work in progress 12,250,000

20,452,500

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Less working in progress 6,005,000

Production cost of goods completed 14,447,500

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Contacts:

Business Cards

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