JUSTIFICATION

The company tries to enter to the market by means of a different, healthy product and of easy consumption this way to manage to change the mentality of the consumer who nowadays suffers from problems of health thanks to the food scrap.

Trying to create products that help the consumer as to the environment to be able to satisfy the need of our market put and to avoid the pollution to that many eatable products are subject due to the chemical compounds that they contain.

This past year the main markets were the United States artichoke and Spain, which together account for more than 80% of total exports.

DESCRIPTION OF THE COMPANY

HISTORY OF THE COMPANY

PRONACA S.A is a corporation consisting of several companies related to poultry and food industry. In 1957 its founder, Lodewijk Jan Bakker, Dutch provenance, INDIA Company is dedicated to the importation of goods for the textile industry and agricultural input. In 1958, Mr. Bakker with his son start the poultry industry in the country, with commercial egg production and sale of imported chicks. In 1965, the growing demand for broiler chicks in the country, offers opportunities to develop new activities for this reason that inaugurates the National Incubator Company Limited (INCA) As the first incubator technological processes used in Ecuador. In 1979 he mounted the first chicken processing, under the name National Poultry

Processing (PRONACA SA). In 1981 he created the division that produces balanced food for farms and it opens the second hatchery AVEP call and starts the second chicken processing plant in Santo Domingo de los Colorados, which sub tropical climate zone makes it favorable for poultry production. Since 1994, we develop another center of production of broiler chickens around Bucay, located 123 km. of Guayaquil.

Farms are built using sophisticated technology SYSTEMS ventilation. In 1997 he mounted two hatcheries in the province of Guayas. During growth and development of the corporation is extended to new industrial sectors such as:

Preserves Farmer Flower farmer Balanced Food Packer Agro Exporter Agricultural Biology

MISSION

"Being a company that believes in its people and its development, leaders in food safety and quality, innovative and creative, with a high sense of social responsibility, concerned with maintaining the environmental balance. "

VISION

"Being a leader and innovator in the food industry nationally and internationally, satisfying customers and clients with optimum quality and excellent service. "

PURPOSES

PURPOSE OF COMPANY

By generating power development in the agricultural sector

PURPOSE WITH CONSUMERS

Providing innovative, healthy and good quality feed to their customers and contribute to the welfare and satisfaction of their families

PURPOSE WITH PARTNERS

Contributors to lead by example competently, fairly and ethically Motivate and welcome suggestions from the partners for the good of the

company

IDENTITY AND VALUES OF PRONACA Quality Integrity Innovation Leadership Progress Disclaimer Humility.

OBJETIVES

GENERAL AIM

To plan the strategies of the marketing plan for the stiff ARTICHOKE in order that in a space of one month it is possible to export it.

Specific OBJETIVES

· To elaborate the strategy of the product. · To design a distribution strategy of the product. · To elaborate a strategy of favorable Price fixing, both for the company and for the consumer. · To design a strategy of Promotion that manages to stimulate the commercialization of the product. · To define the incoterm adapted for an ideal export.

The OBJETIVES are orientated to:

· Leadership of the product and to the growth in participation of market.

· Growth of his sales abroad. · Generation of usefulness and the creation of value for the long-term shareholders.

STRATEGIES

To develop new markets since is the Anglo-Saxon in the United States. Maquilar in other countries complementary products. To introduce constant products and presentations. To realize strategic campaigns of promotion and advertising.

Strategies directed the company

Cost (managing of suppliers, efficiencies in the process of production, etc.) Service (technical or after-sales) The capital (acquisition or improvement of machinery and equipment) Human resource (training)

Directed the product

Quality I design Packing Differentiation

Directed the market

Prices (equal to the competition, more high place or discount managing) Promotion (how to announce the company or the product) Distribution (how to place the product of an efficient way)

BRANDS

STRATEGIES

Domestic market. - Our strategy has always been geared to meet the needs of consumers. Therefore, we have diversified our portfolio to reach Ecuadorian households with a wide variety of safe and quality, guaranteed by the brand endorsement PRONACA.Our products are the result of continuous investment in research and development. This has allowed us to have more than 800 products under 26 brands and diversity of presentations and sizes, developed for each consumer need

International Market.- The export product lines replicate production practices and quality standards of products for domestic consumption, which can send the best of Ecuador to the worldWe have ventured into other markets with exports of canned vegetables and seafood and internationalization of production activities, marketing and distributing his own brand in Brazil, Colombia, United States and Europe.

DESCRIPTION OF THE PRODUCT

INAEXPO and Pronaca.- INAEXPO is part of PRONACA the main food-producing agro-industrial group in Ecuador, who was born in 1957. Steady growth and diversification now allow us to get to the fork of Ecuador with more than 800 products under 23 brands.

Our purpose is to feed well, generating development for agriculture. So food produce and market quality and accountability, through the committed work of about 7000

members.

THE ARTICHOKE

1

Description

The artichoke is perennial up to 400 cm in size, which re-sprout from the vine every year, spent the winter if the cold chilled her. Take a rosette of leaves less divided deeply segmented but thethistle and with few or no bones. The leaves arelight green on the upper and undersides are covered with a whitish fibrils that make you lookpale. 

Both corners of the sheet as the main veinare very prominent longitudinal ribs.When the plant stem sprout check more or less tall,plump, but costilludo and ribbed with dwindlingleaves. On top of it, and some lateral branches thatarise bring a thick florets, artichokes, covered withnumerous bracts leathery at the base of which isthe tender and edible. At flowering, harden muchthe bracts and these can not be exploited for food,but not end in spines of thistles.

The alcochofa cooked in white wine

It has been recommended for rheumatism, gout, diseases of the urinary tract as a bad stone, jaundice, diarrhea watchdog, intermittent fevers,dropsy rebel against malaria is very effective for this one alcochofa is boiled in a liter of water toreducing it by a third, then suspended for 15 days and then repeated again in the same manner untilcomplete healing.

The slightly boiled alcochofa

It is a cleansing tonic for the lungs and diseases of these organs, such as pneumonia and coughinginlamación. It is also magnified in diabetes. The juice of the alcochofa is successfully used indropsy, scurvy and chronic jaundice, and all such cases will be taken on an empty stomachteaspoon. 

The roots of artichokes are wonderful forurinating conditions for its diuretic properties. Alsoprovide for freedom of the digestive tract and bilein these cases will be used in decoction.

External applications of artichoke The artichoke is also used externally in the form of frequent frictionsto combat rheumatism, arthritis and kidney and it is used in decoction and stems.

METHOD OF INTERNATIONAL TRADE

We work systematically and continuously doing our best in improving our processes to guarantee the consumer high quality products.Aligned with this philosophy we have quality control systems framed in the IFS (International Food Control Standards), ISO 2200 , HACCP (Hazard analysis and control of quality points) and BASC (It is an organization led by business whose mission is to facilitate and expedite international trade). Our products and processes meet the requirements of the FDA (Food and Drug Administration) and the Codex Alimentarius Commission

IFS BASC HACCP ISO 22000

INCOTERMS

PRONACA´S INCOMTERMS

Pronaca’s company in order to signing trade contracts uses three International Commercial Terms:

FOB-Free On Board (named loading port). The seller must load the goods on board the ship nominated by the buyer, cost and risk being divided at ship’s rail.

CFR-Cost and Freight (named destination port). Seller must pay the costs and freight to bring the goods to the port of destination.

CIF-Cost, Insurance and Freight (named destination port). Exactly the same as CFR except the seller must in addition procure and pay for the insurance for the buyer.

TARGET MARKET:

United states is considered to be an as like importing potential of artichoke tried principally it is because the people has been registered in the habits of consumption of healthy food, easy to prepare and consume for all people.

There is great international dynamism of the consumer market by the preference of the canned artichoke by its mild flavor, texture, fiber-free, white, apart from the qualities recognized practices of preserves:

• Requires little preparation time

• It takes full advantage of the product to be edible in its entirety

• The quality and consistency are uniform

• Can be stored for long periods

• Meets the requirements of effective health and nutrition to health.

Exports of canned artichoke show an increasing trend due to the industrialization of new seed varieties.

Group Pronaca exporting artichokes to the U.S., Because this market is the most important because it imports 70% of the vegetable.Pronaca artichokes pays for 15% export duty, which represents 1 million dollars annually.

Cuartos Marinada Lata corazones

TOP FIVE MARKETS

Pronaca’s company export artichoke to the following countries due to the culture and its citizens' habit of consume besides these countries Pronaca know the product is of good quality and complete all registration requirements of health, environmental and markets demand for commercialization foreigners and consumption of human beings

UNITED STATES GERMANY SPAIN MEXICO UNITED KINGDOM

COMPETITORS

Camposol.SA

AGRO INDUSTRIAS BACKUS S.A.

United States consolidated its position as leader in the ranking of the fate of the Peruvian artichoke by increasing their participation, 43 percent of total exports.

The first destination was the United States with 13 million 555 thousand U.S. dollars, followed by Spain with 20 percent of the total (four million 886 thousand U.S. dollars), France (16 percent), Germany and the Netherlands (three percent each) and Canada (two percent), among others.

CLIENTS OF PRONACA

The Pronaca clients are companies that need innovative value-added products to meet market needs for this reason have chosen Pronaca Ecuador as artichoke provider for quality production processes

Company Roland S.A.( United States)

Company BENIFRESCAlcachofa de Benicarló Spain

Agroprocesos Maqueley Food ( México)

PRONACA´S COMPETITIVE ADVANTAGES

Have an efficient production process that reduces costs, which, in turn, allows Pronaca sell at lower prices.

Have an efficient distribution system, which allows Pronaca reach more points of sale.

Have a modern infrastructure, enabling to provide a comfortable and friendly atmosphere to its customers.

Have a good location, which allows greater visibility to consumers.

PRONACA´S COMPARATIVE ADVANTAGES

This company is dedicated to plant for high quality products.

increases the possibility of selling alcachofa as you can launch this product in time to sell other

POLITHECNIC SALESIAN UNIVERSITY

COMERCIAL ENGINEERING

INTERNACIONAL COMERCE

COMPANY: PRONACA

PRODUCT: ARTICHOKE

INTEGRANTS:

ARMENDARIZ ALEX

BELTRAN DARÍO

SALAZAR JUAN FRANCISCO

TITO ANDREA

COURSE: AD7-273

09-07-2011