ESCUELA SUPERIOR POLITECNICA DE CHIMBORAZO

FACULTY OF BUSINESS ADMINISTRATION

INTERNATIONAL TRADE

STUDENT:SANTIAGO PUENTE

TEACHER:LIC. FRANCISCO JAVIER DIAZ

SEMESTER:EIGHTH

ENGLISH – LEVEL SIX

Riobamba – Ecuador

2011

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ACKNOWLEDGMENTS

I firstly thank my parents for giving me the confidence to continue in the future of my studies.I also thank my girlfriend for supporting me always Stefany times stronger and harder.I also thank my teacher to provide that knowledge and classroom impart with all my partners.

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SUMMARY

This business plan is an analysis of the factors of production and trade are undermining the capabilities of the company to finally present a plan of action to follow to reach the expected situation. Productive factors identified is the lack of availability of raw materials due to the poor condition of the road; problem can be solved in the short-term use areas closer to the processing plant to supply the cane. Another problem is the lack of efficiency in the use of plant facilities, which degenerates into bad finished product quality and high production costs for the suggested advice from a specialist in the production process.

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CONTENTS PAGE

1. INTRODUCTION……………………………………………… 52. PROBLEM INVESTIGATED…..…………………………….. 62.1. TITLE………………………………………………………… 62.2. PROBLEM FORMULATION………………………………. 62.3. JUSTIFICATION OF THE PROBLEM……………………. 62.4. DELIMITATION OF THE PROBLEM……………………. 73. OBJECTIVES…………………………………………………... 73.1. GENERAL OBJECTIVE……………………………………. 73.2. SPECIFIC OBJECTIVES…………………………………… 74. LITERATURE REVIEW……………………………………… 74.1. THEORETICAL FRAMEWORK…………………………… 74.2. CONCEPTUAL FRAMEWORK……………………………. 105. HYPOTHESIS………………………………………………….. 12 5.1. GENERAL HYPOTHESIS…………………………………. 12 5.2. SPECIFIC HYPOTHESIS………………………………….. 125.3. VARIABLES…………………………………………………. 12 5.4. INDICATORS………………………………………………. 136. RESEARCH METHODOLOGY……………………………... 136.1 RESEARCH METHODS……………………………………. 136.2. RESEARCH TECHNIQUES……………………………….. 137. CONCLUSIONS………………………………………………. 148. RECOMMENDATIONS……………………………………… 149. BIBLIOGRAFIA……………………………………………… 14

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1. INTRODUCTION

This draft was conducted by the lack of knowledge in some areas of the European continent, especially Spain, and who do not know granulated brown sugar and tend to confuse it with brown sugar.

The development and launch of new products is a business full of risks and uncertainties. We began the century, watching the life cycles of products are shortening in a large majority, primarily changes in demand and increased competition.

It is in this context that the strategy of the product becomes cornerstone in the development of various strategies to be undertaken by the company. Products and services are manufactured or created for profit, the needs of consumers and meaningfully respond to the market, so we can say that are the basis of any conception of marketing.

Refined sugar or commonly known as white sugar is obtained from a series of complex chemical processes that destroy virtually all the vitamins and minerals make them disappear all containing cane sugar. The result is a product where there are only carbohydrates. As a healthy alternative to sugar cane that it there is a very nutritious product that preserves all the properties of sugar cane, which is obtained without the use of chemicals harmful to health.

Within the certain products currently exported to the United States and Europe is the granulated brown sugar (BCE. 2007). This is why there is interest in the implementation of operational plans for quality assurance by marketers as Camari-FEPP solidarity, which supports small granulated panela producers marketing the product by 60% in local market and 40% abroad (Coronel. 2007), and observed that the product has serious limitations hygiene (Camari. 2007).

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2. PROBLEM INVESTIGATED

2.1. TITLE

Export Plan of Granulated Panela to Madrid - Spain from Riobamba, Ecuador.

2.2. PROBLEM FORMULATION

Is it feasible to carry out an Export Plan Granulated Panela Madrid Spain, which determines the processes of production in the highland areas?

2.3. JUSTIFICATION OF THE PROBLEM

The granulated brown sugar is the product of the concentration of sugarcane juice to obtain thick syrup, and then the syrup is solidified and granulated smoothie (INEN. 2002).

This product retains all the nutrients from the sugar cane (Sacharum officinarum). Compared with the sugar is 99.9% sucrose, sugar cane in addition to this, has fructose, glucose and vitamin C. high in minerals, which are 50 times greater than refined sugar. This shows their high nutritional value, it is noted for its composition which includes elements such as carbohydrates, vitamins, proteins, fats, water, calcium, phosphorus, iron, sodium, potassium and magnesium.

The "project Panela" is an applied research project dedicated to scientific study and stringent process granulated panela production in highland areas and from that knowledge develop, implement and incorporate technological improvements so that you can help raise income level of farmers, improving their productivity in terms of quantity and quality of product, while decreasing the risks of environmental impact.

For this we have made use of science and technology, which applies on the one hand an automated system to capture data from physical parameters of the process in order to carry out a proper study from the energy point of view.

The project is justified because to date not been addressed in a scientifically rigorous process of production of granulated brown sugar, the study of production technologies, problems and the possibility of implementing improvements justified.

The applied research project has expanded scientific knowledge of the production process of granulated brown sugar, study the problems linked to the technology of the production

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process, analyze alternative solutions and implement technological innovations in the process of obtaining granulated brown sugar from sugarcane.

2.4. DELIMITATION OF THE PROBLEM

Plan Granulated Panela Export to Spain - Madrid, Riobamba - Ecuador, Period 2012.

3. OBJECTIVES

3.1. GENERAL OBJECTIVE

Design Plan Granulated Panela Export to Analyze the Market Production and Marketing of Granulated Panela.

3.2. SPECIFIC OBJECTIVES

Identify the production of Granulated Panela European trade to be interested in our product.

Raise awareness among exporters and importers on consumption Granulated Panela important to have received in the European market.

Commercialize the variety of products obtained from sugar cane.

4. LITERATURE REVIEW

4.1. THEORETICAL FRAMEWORK

Panela is a product obtained by evaporation of cane juice and the subsequent crystallization of the sucrose containing minerals and vitamins. This can be used for the food industry in the manufacture of various products, as well as providing inputs for other industries such as pharmaceuticals.

The sugarcane agro-industry ranks eighth in importance. Has a share in the Gross Domestic Product of 1.8%. The cultivation of sugar cane covers 7.8% of national agricultural area and 1.15% of

the total area.

In Ecuador, panela productions are very spacious and suppliers are not the problem or transport as producers are not in remote locations, so the ease of supplies and raw materials relating to the panela are not complicated.

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The place should be a welcoming, accessible by mixing the contemporary with the traditional, a large facility where people can easily access and enabling him to be near the sites he frequents such as banks, shopping, and pink zones. He hopes to become the favorite place for youth and adults.

They offer products made of sugar cane, with a satisfied eye-catching presentation:

- Sweets: general sweetener in jams and desserts.- Hot drinks: water, brown sugar, tea, canelazo.- Cold drinks: lemon and / or citrus fruits, cocktails.

AGRO-INDUSTRY PANELA IN ECUADOR

In our country the panela agro-industry is scattered throughout the Ecuadorian territory and is run by cane growers. Product is identified by its traditional sugar cane block, which is produced in the traditional way and has a high consumption across all social strata. The most important provinces in this activity are: Imbabura, Bolivar, Pichincha (Santo Domingo, Nanegalito, Covenant, Paradise, etc.) Pastaza (Tarqui, Las Americas), Manabi, Guayas, Napo, Morona Santiago and others least amount.

It is widely recognized the backwardness of sugarcane industry in Ecuador, considered more as an artisan production technique. The no competition presented by the sugarcane agro-industry products in the market remains unfavorable compared to its main competitor, table sugar produced in the mills. The lack of appropriate technologies for production, little research into new uses, presentations and the lack of quality standards.

It should be noted that the province of Pichincha in recent years has achieved a breakthrough in relation to the rest of the country. Here the sugarcane industry has been grouped in order to produce and export granulated brown sugar completely natural and organic, which is positioning itself primarily in the European market in place of sugar.

EXPORT PLAN

What is it?Document that guides the efforts of the exporter of any company, plan implemented to markets abroad, which are necessary to differentiate because the conditions are very diverse in terms of:

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Distribution Channels Profile, customs and consumer habits Tariff and nontariff barriers Customs Processing Transportation Packing Payment methods

Contents of an export plan Product Price Promotion Market Company

Preparing an export plan Describe the present situation of the business Identify business opportunities in the international market Evaluate the company's international competitiveness Determine the competitive Develop strategy and promotional material Identify and select fairs and trade missions To formulate the plan describing one or more projects that are promising

Research Data Internal Investigation

Internal sources Observation Operations Analysis Consultation of cost records Theoretical capacity and actual production Cycles for sale in the domestic market

External Investigation Primary Sources in a positiono Country's documentary set

o interviews

o Polls

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o Investigate tastes and preferences through focus groups

Secondary sourceso Libraries

Institutions to promote exportso Public

o Binational chambers of commerce

o Embassies

Internet

Most attractions are where the company has a competitive advantage- Consumer

Profile Strata Habits and customs Consumption Trends Means that consumer promotional

- Distribution channels Introducing and importers Wholesalers and retailers Representation and franchising Norms Costs to set up a subsidiary

Market diversification is a priority for companies and countries, and that the more diversified their markets, will have a greater support and protect its balance of trade imbalance is generated if only depends on a market.For SMEs it is advisable to start with a very ambitious project not with a minimum of risk.

4.2. CONCEPTUAL FRAMEWORK

Classification of market.- speaking market cannot be considered to have a single market, but there may be many classifications as from the point of view that is contemplated. It is very important to know the different types of market, because each has a different behavior, and therefore the company will take a different way too.

Marketing.- between the various definitions that have been made to the concept of marketing can give as valid the proposed Philip Kotler: "Marketing is a social and

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managerial process through which different groups and individuals get what they need and want creating, delivering and exchanging value satisfactions for them. "

Market.- is the set of buyers and sellers of products or services performed by mutual interests exchange processes.

The most widespread are:

- According to the good that is sold Consumer Products Market Market Industrial Products Services Market

- According to the geographical Local Market Regional Market Domestic market International Market

- According to the characteristics of the buyer Consumer Market Market organizations Market maker Market broker or dealer Institutional Market

- According to the newness of the product Markets products firsthand Market second-hand goods

Stable market: the market changed little over time. It is a conservative market and tranquil, which maintains the status quo, in which companies often do not change their products or services, consumers will hardly change their needs and buying habits, and hard competitors alter their products and strategies.

Unstable market: the market is in great variations in time. Market is a changeable, restless and turbulent, in which companies need to constantly change their products or services, as consumers are rapidly changing needs and buying habits, as competition alters their products and services and their strategies to each time.

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Homogeneous market: the market is made up of companies whose products or services similar characteristics, where consumers are also similar in their characteristics as well as competitors.

Heterogeneous market: the market is made up of companies that sell products or services and a variety of different consumers with different characteristics and needs, and competitors develop different strategies and varied.

Communication action: advertising through mass media, primarily television, radio, press, cinema, outdoor advertising and specialty media. It is a unilateral action, business-market, targeted information, persuasion, or image. Advertising is now one of the most important social factors; it drives the consumer to the effect that the employer wishes, resulting in pressure that causes the acceleration of consumption and thereby economic development.

5. HYPOTHESIS

5.1. GENERAL HYPOTHESIS

The European market is evidence of a Low Grade Import Granulated Panela, especially for lack of knowledge by the Ecuadorian panel industry.

5.2. SPECIFIC HYPOTHESIS

Lack of knowledge may be the main cause for the lack of consumption of panela. Developing a mentoring program Exim achieved by elevating the quality of

products both externally and internally and retention as the basis of market economy in Spain.

Lack of production in some areas of the saw may be cause for the low export.

5.3. VARIABLES

Independent VariableExport Plan Granulated Panela

Dependent VariableMarket Madrid - Spain

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5.4. INDICATORS

Exporting and importing in the EU Tariff Barriers Non-Tariff Barriers Price of Granulated Panela Tariff Classification Processing time Sales Volume Production Processes

6. RESEARCH METHODOLOGY

This research is a systematic, directed and organized aims to take the consumption of panela food in your function, you can identify some of the closest substitute foods such as milk, chocolate and coffee, among others.

Indeed, with the progressive urbanization that has been made in the country and the so-called modernization, many older consumers have shifted their preferences panela consumption to other manufactured goods.

In order to consider the consumption of panela as a sweetener, its products can be identified as direct substitutes for sugar and honey, and indirect synthetic sugars as low-calorie, generically called sweeteners.

As a sweetener, brown sugar intake has a stronger substitute for sugar, which, as noted, comes from the same raw material, sugarcane. Regarding this point, it is worth stopping in its analysis in greater depth.

6.1 RESEARCH METHODS The work follows a deductive approach, ie, from general to particular, following this methodology, the distribution of income has played an important role in economic development within countries, based on studies of the distribution income, not just globally but regionally.

6.2. RESEARCH TECHNIQUES The main source in the investigation that we intend to make non-experimental is not affected because the dependent and independent variables thus have a cross-application,

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using techniques such as survey, the same that we apply to a target group that will meet your requirements or demands for the consumption of granulated brown sugar.

This research is also descriptive and explanatory because it is a thorough analysis of each of the factors or variables have been investigated and subsequently explained by analyzing the impact of each on the feasibility the proposed project.

7. CONCLUSIONS

This project will launch granulated brown sugar using an aggressive strategy of communication with which achieved a position in the minds of consumers as a product of excellent quality and high nutritional content.

The internal rate of return offered by the project is 28.68% calculated for a period of 10 years. It is concluded that a profitable project because it was a positive NPV and an IRR greater than the minimum required rate of return (10.6%) during the evaluation period.

The project requires hiring qualified personnel, which would represent a small contribution to society by creating jobs.

8. RECOMMENDATIONS

Offer granulated brown sugar as an alternative sweetener that has no negative health effects.

Offer granulated brown sugar in various outlets. Emphasize that the granulated brown sugar is an excellent alternative to sweeten

beverages. Distribute granulated brown sugar through convenience stores and commissaries,

until it can be exported.

9. BIBLIOGRAPHYPractical Encyclopedia of Small and Medium Enterprises. Ocean p 928

LINCOGRAPHYhttp://es.wikipedia.org/wiki/Marketinghttp://es.wikipedia.org/wiki/Recursos_humanoshttp://panelagranuladaelcanamelar.net/perfil.htmhttp://www.engetecno.com.br/esp/index.htmlhttp://www.monografias.com.Plan_de_Exportacion/index.html

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