CHAPTER I

PROJECT PROFILE

ISSUE:

Feasibility study for the production, preparation and marketing of fish burgers.

PROBLEM:

 Line of research

Business development

 Sub-line of research

Company creation

STATEMENT OF THE PROBLEM

The research oriented towards the creation of a productive organization has its
origin in the initiative to create a company justified by the knowledge acquired in
this matter and as the sole objective of generating employment to contribute to
the social and economic development of the peninsular area and the country.

The main causes that give rise to the symptoms of the problem have their reason
for being in the lack of competitiveness because they do not offer innovation and
variety in products and services in market segments related to hamburger sales
businesses.

According to the monotony and lack of originality of existing businesses in the

study sector, potential and real clients will look for new markets where they can
satisfy their expectations since they are fundamental needs for every human
being.

The business creation rate in an economy is an essential factor to measure its

progress and future expectations. Encouraging the start-up of new businesses will
benefit an economy in crucial aspects such as increased competitiveness.
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The fundamental goal in creating a company is to constantly innovate in order to
provide greater quality and diversity in the products and services offered to be at
the forefront of customer demands.

In any company that begins its life cycle, it is essential to limit the number of
employees it will have, as well as the material resources that are necessary, in
order to create a budget that allows decision-making in a given period.

It is important to be located and strategically focused near the determined

segment of the company's corporate purpose. This analysis is obtained from the
market study where the needs of the products, equipment, locations, structures,
phases of what to sell are compiled, to whom. You have to sell, how to sell,
market analysis, initiation phases, development and decline of products, strategies,
sales and pricing policies, advertising and public relations.

Research is a means that allows us to observe the viability of the creation of the
company for the production of fish burgers in the city, because various academic,
social, cultural, economic factors are analyzed, a reliable result is obtained with a
critical approach. .

BACKGROUND

In our lives, experience plays a primary role as a means of learning: we learn to

eat, to walk, to communicate through trial and error. When we perform an act and
see the consequence of it.

Our background would be what they call intuition, sense of smell or hunch, with
the desire to realize ourselves as entrepreneurs and innovators by choosing this
product playing an important role; since we could say that we know it and we
know its development in the market, chosen not only for being nutritional, but for
carrying out various health campaigns and creating a culture of eating healthily,
not having experience in this type of products, with the goal of achieving it
through trial and success.

Technological changes being part of the constant pressure exerted by

globalization, the socioeconomic evolution of countries is not exempt from these
changes, even more so when its products are desired worldwide (shrimp, oysters,
squid, conch, oysters, fish) by its exotic characteristics.

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We are in a new facet: competitiveness, which is the generator of very high quality
products. Therefore, the following study presents a challenging and innovative
alternative that allows entering unexplored markets, creating greater profits,
changing resources used into profits more quickly, with value-added processes
through joint-venture businesses, such as negotiation strategy, expansion of target
markets and a contribution to the sustainable industrial development of the region.

The main interest of this project is to provide economic compensation for

production costs by taking advantage of non-tradable fish in the international
market. For which the technical, economic, and legal factors are identified for the
production of fish burgers with quality and excellence for the most demanding
markets. Likewise, it is intended to analyze the potential of developing the national
market by offering a new product that highlights its quality and flavor and a direct
identification with hamburgers and their customers, implementing new attractive
concepts from the point of view of service and product offering.

JUSTIFICATIONS

It is the time of consumer buyers, subjective needs that the consumer must
satisfy, these are times where the customer does not have a single profile but
several, and where each profile can determine different conditions of products,
times, specifications, prices. Customers are learning to demand and realizing they
can get more for their money.

Speed, reliability, security, quality are characteristics that are implicit in the
product, it is no longer enough to just provide good service, now it is about
transcending the client, providing them with added values and services in addition
to the basic services they have. extraordinary that offer a different shopping
experience, meeting their expectations as consumers, that not only motivate the
customer with product excellence, but also with the benefit of the services that
accompany it, it is no longer enough to fulfill the utilitarian function of the
products, total satisfaction is now required based on the additional services that
are offered and that correspond to the customer for having made the purchase.

The company's portfolio proposed in this document will be governed under this
concept, a concept based on which the personalization of services corresponds to
the means by which the client is satisfied in exchange for their money.

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The concern has always been and will be to give customers the best products and
services, for this reason it is important to carry out market research; Since thanks
to this we want to know what the consumer's expectations are regarding the
product.

Why is it important to carry out this work?

It is important for 2 very simple reasons:

 The knowledge acquired in the classroom will be deployed, applying a large

amount of information received during the class period.
 By applying this project, it satisfies those people who are looking for a
product of good quality, nutritious, healthy, and economical, innovating not
only in this particular but also in the treatment of the product as a brand
that adapts to the lifestyle of its consumers. , hence its high potential to
gain a foothold in the market.

GOALS

General objectives:

 Determine the feasibility of forming a company that produces and

markets fish burgers, in order to be entrepreneurs and generate jobs,
contributing to the socioeconomic development of the region.

Specific objectives:

 Carry out a market study based on the observation of the products,

services and customers of the competition, through visits to these
places and surveys of the inhabitants and passers-by of the sector, in
order to establish the degree of acceptance of the sale of traditional
hamburgers in the city of FREEDOM.
 Determine the infrastructure, suppliers, supplies and personnel
necessary for the daily operation of the company, based on the
quantification of demand.
 Compile the costs and expenses of the market, environmental,
technical, administrative and legal study in order to know the cash
flow and profitability of the business
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  Identify the legal procedure, the necessary permits and the entities
related to the creation of companies, thus avoiding fines and
sanctions.

MISSION

The Fish Burger Processing company “El Peninsular” SA, seeks to enter and at the
same time position itself in the local sausage market, in order to satisfy the needs
and expectations of our customers with quality products with a high nutritional
content. ; Our purpose is to be leaders in the production of fish burgers, through
research, professional knowledge and continuous improvement of our products.

To fulfill this mission, the “El Peninsular” SA Fish Burger Processing Plant will be
made up of a human group for whom the philosophy of total quality and
continuous improvement are a permanent value of behavior.

MARKETING APPROACH

It is oriented to the set of operations carried out by the company from when the
goods are available for sale until they are made available to consumers.

It is very important to be very clear about the objectives that are intended to be
achieved with the market study, since this is supposed to provide the entrepreneur
with a complementary cost to the investment made, which will be compensated by
the increase in the sales figure that it seeks to achieve. get. A good market study
should contain the necessary basic information on the following aspects:

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 a. Type of clients, who can provide greater utility to the company, as
well as the weakest aspects of the market.
b. Changes that are occurring in terms of consumer tastes and
preferences.
c. Strategies and objectives that must be achieved in order to make
more realistic and viable sales.

Before undertaking any promotional campaign, and even before outlining a general
policy in this regard, a careful market study must be carried out to determine its
size, its characteristics and the behavior of the competition.

DIMENSION: to develop a promotion plan, the entrepreneur must know the

physical and demographic dimension .

CHARACTERISTICS: define the characteristics of the socio-economic sector of

the market on which we are going to act. A sales plan must be put in place.

 Demographic potential
 Socio-economic characteristics of the population:
 Age groups
 Existence of industries or public organizations
 Income level
 Professional status
 Income level
 Professional status
 Consumption habits of the population
COMPETITION: degree of saturation produced by our competitors' offerings.

FINANCIAL APPROACH

Every company that uses financing to obtain resources does so with the confidence
of obtaining the maximum profit with them, with which it will be able to return that
capital with the corresponding cost, after having invested in the most appropriate
way. This principle is basic for all types of companies, because the more it
develops and grows, the more capital it will need to continue its growth.

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To obtain the necessary credits, the businessman must go to the usual sources of
financing with the greatest possible professional preparation, since he will
negotiate with true experts on this subject. You need to know, therefore

 What you are going to invest in, how much money and how.
 How much and how the capital received will be returned.

The need for financing does not manifest itself in the same way at all stages of the
company's life cycle. It is difficult, therefore, to establish common and general
rules, whether the need depends largely on the activity and the economic
environment. Here are three key phrases:

Constitution and introduction to the market: initial phase of the life cycle of
the company, self-financing becomes very important, since it is not known to the
outside world, which will be hostile in principle to providing the financing necessary
for its start-up.

Development: to finance the company at this stage, you can use the reserves
that you had to create previously; this is self-financing, which in principle seems to
be the most economical and safest method.

Consolidation: reaching the final stage, this does not mean that a limit has to be
set, once which the only objective will be to maintain the level achieved, but that
new objectives will always have to be set to sustain the organization.

Create: establish, found, for the first time something; make it born or give it life,
in a figurative sense. Create an industry or a company.

Company: organizational unit dedicated to industrial, commercial activities, or the

provision of services for profit.

Identity: logical concept, widely used in philosophy, that designates the character
of everything that remains unique and identical to itself, even though it has
different appearances or may be perceived in a different way.

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 LEGAL FRAMEWORK

From the moment the idea of undertaking a specific economic activity is born,
there are a series of decisions that can affect the end of said business. It is of vital
importance that, from that moment, the type of activity that is planned to be
carried out, the means available and the location of the headquarters of the
commercial establishment are analyzed, and that the legal form that will frame the
life of the business is defined. society.

The legal form of companies varies according to the type of activities to be

undertaken, which is why it is essential to observe the main existing modalities.

METHODOLOGY

TYPES OF RESEARCH

The type of descriptive study is one that consists of identifying characteristics of

the research universe, pointing out forms of behavior, establishing specific
behaviors, discovering and verifying associations between variables. The purpose
is to delimit the facts that make up the research problem. This type of research
allows:

 Establish the demographic characteristics of investigated units.

 Identify the forms of behavior and attitudes of the people found in the
research universe.
 Discover and check the possible association with the research variables.

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Therefore, the research aimed at creating a company with a peninsular identity
has this type of descriptive study, because it has a population identified by income
and age, in the same way the consumption needs are established in the sector.
The city of La Libertad, on the other hand, clearly knows its competitors and finally
because it establishes information measures through interviews and questionnaires
aimed at the inhabitants and visitors of the sector.

SURVEY RESULTS AND ANALYSIS

RESULTS QUESTION NO. 1.

How often per month do you visit a fast food establishment?

Table No. 1

According to the

survey applied to a

sample of 273 people from La

Libertad, it is clear that the

majority of passersby in this town go to a fast food establishment at least once a

month, because 33% of those surveyed Visit these places twice a month and only

32% frequent this type of establishment on a regular basis.

The percentages shown in this question demonstrate homogeneity, because

people do not have a specific day to go to this type of establishments.

RESULTS OF QUESTION NO. 2.

Who do you usually go with to these places?

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It is clearly evident that 58% of those surveyed prefer to visit this type of

establishment in the company of their group of friends, which leads to more

people getting to know the establishment and if it meets their expectations, then

demand is positively affected. 38% of the sample frequents a restaurant as a

couple and only 4% usually go to these places in the company of a person of the

same sex.

The tendency to visit this type of establishment in groups is because it provides a

quiet place to talk and have fun, therefore office groups, university students or

simply friends look for one of these places to share a pleasant time.

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 SWOT ANALYSIS

FACTORS DESCRIPTION

STRENGTHS  THE PRODUCT ENJOYS POSSIBLE ACCEPTANCE IN THE MARKET.

 IT HAS A VIRGIN MARKET FOR MARKETING

OPPORTUNITIES  IT HAS DISTRIBUTION CHANNELS ESTABLISHED FOR THIS TYPE OF

INDUSTRY (fish marketing channels)

 AVAILABLE STORAGE AND FREEZING INFRASTRUCTURE IS

MAINTAINED

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 WEAKNESSES  DUE TO THE PRICE THAT THE PRODUCT WILL BE ON SALE, THE

POOR ECONOMIC CLASS HAS NOT BEEN CONSIDERED IN THE

MARKET STRATIFICATION.

 THE MARKET DOES NOT KNOW THE EXISTENCE OF INDUSTRIALIZED

BLUE FISH MEAT

THREATS  BLUE FISH AS A SUBSTITUTE PRODUCT WOULD REDUCE THE

CONSUMPTION OF RED MEAT

 THE POSSIBLE COMPETITOR COUNTRIES HAVE ALREADY SIGNED THE

FREE TRADE AGREEMENT OR TO BE SIGNED, PREFERENTIALLY

LOCATING THEMSELVES IN THE LARGE CONSUMER MARKETS.

CHAPTER II

MARKET STUDY

GENERALITIES

Market research is a very useful tool in all companies, but little used in SMEs due
to the lack of awareness of its importance in the analysis of consumer or buyer
behavior, and the opinion that they have of the company, which that offers; and
then make decisions according to the case, which allow the maintenance of
strengths and the correction of weaknesses.

Additionally, recent market studies (social trends in the United Kingdom in 1989
and Salmon, 1990) indicate numerous changes regarding demand can be expected
in the main markets for fishery products and food in the coming years, which can
be summarized as follows:

 The average age of the consumer, particularly in developed countries, will

be older (varying from 18 to 48 years for the USA by 2010). The consumer

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 will have greater awareness and concern regarding aspects of safety,
quality and nutrition.

 More people will eat outside their homes. This is due, for example, to the
increase in recreational activities and the increase in women working
outside the home, as well as the fact that the majority of people in large
cities have lunch outside their homes on work days.

 The number of women working outside their homes on the St. Helena
Peninsula will increase. Let us remember that in Europe more than 50% of
women of active age work. This means that they have less time to cook and
buy food, and they need more prepared and semi-prepared frozen dishes
(products with greater added value).

 Today, people spend relatively less of their income on food than in the past,
but they demand better quality food and services than before.

National and international trade will continue to be very active, since unmet
demand will not grow in various regions of the country and the world, especially in
those in development. The lack of conventional fishing species will lead to the
appearance of new products with greater added value, as is the case of this fish
burger project.

The action plans taken will be focused on creating businesses with high
consumption cities, first attacking the peninsular market, specifically sectors such
as; Salinas, La Libertad and Santa Elena, to market under favorable conditions for
those who buy and generate loyalty.

The introduction of the product in these three cities was taken as a starting point
since according to market studies, they are the ones with the most seafood
restaurants in our peninsula, approximately more than 150 are located in these
cities, being salinas with the largest number of fast food establishments and
restaurants 65 (43.34%), La Libertad with 23 (15.33%) and Santa Elena along the
Ruta del Sol has 62 establishments (41.33%), giving a base of potential growth of
restaurants in addition to supermarkets, grocery stores and fast food
establishments, here it is important to structure a strategic alliance between our
already established company and the main fast food chains who would buy the
hamburger as raw material for the production of your final promotional products to
your customers; having as a strength the quality and production standards of our

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company, as established by the health parameters, creating a trust and alliance
that will allow us to expand the market and the positioning of the product.

After analyzing the opportunities offered by the market and the negotiation
possibilities, the strategic alliance with the most important restaurant chains in our
peninsula was taken as a reference, in this way the study presents the association
of retail merchants of Salinas with the 25% participation in the business, the Ruta
del Sol merchants' association with 30%, the group of bars, restaurants and the
like with 13% and the remaining 32% would be made available to supermarkets. ,
grocery stores and fast food outlets.

In order to achieve total transparency in the joint-venture business, it would be

necessary to meet certain parameters such as:

a) Possess a solid structure and subject to credit since the negotiation

terms will be given irrevocable letters of credit for 90 days.

b) Growth goals must be set in accordance with sales growth policies.

c) Sign a contract (3 years). This will guarantee that the product has a
secure destination and is in hands that have sufficient strength to
increase sales levels with sustained growth that keeps the product
within the sales proposal standards.

Through the study of markets carried out through a survey and observation of
direct and indirect competition, the aim is to know the preferences in terms of
meals and accompaniments, in order to analyze the viability of creating this type of
business in freedom. .

IDENTIFICATION OF THE PRODUCT ON THE MARKET

In recent decades, international seafood markets have presented very high levels
of demands regarding the quality and presentation of final products, where
developing countries are obliged to submit to the aforementioned demands.

The same thing happens with fish. The fishing wealth here has a true counterpart
in the gastronomic wealth. Multiple dishes that are authentic gastronomic
treasures when it comes to knowing how to treat fish in the kitchen. A tradition
that restaurants continue today, giving Ecuadorian cuisine its authentic dimension
and the rise of international cuisine around the world.
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It turns out that the most recent research makes very clear the health benefits of a
diet in which fish is an important part of it. Through omega-3 acids, research
shows benefits for multiple facets of our health: weight loss, depression and
mental illness, arthritis, cancer, blood pressure. Fish is an immense source of
health.

Consequently, we must take advantage of the raw material and give it added
value, but from a different perspective than the traditional one, transforming the
raw material in its entirety, creating more competitive and attractive products for a
demanding and highly dynamic market. Fish burgers are a value-added product
option; which can cost up to 1 dollar per unit to the final consumer. However, it
should be emphasized that the range of final products is very wide according to
market preferences.

DESCRIPTION AND ELABORATION OF THE OFFERING PRODUCT

Fish burgers are a product prepared from fish fillets, classified without bones,
which makes them a top quality product but due to their size they do not have any
classification, they are aimed at both the fast food and lunch segments. gourmet,
since the product can be prepared in fryers or on the grill. Due to its texture and
price in the market, fish called dorado is recommended, or failing that, tuna.

PREPARATION

Fish burgers are prepared with select ingredients such as:

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Breaded boneless fish fillet………………………………………………75%

Apañadura……………………………………………………………………………………….20%

Others………………………………………………………………………………………………..5%

PROCESS LINE

PROCESS FLOW

Reception

Washed

Filleting and cleaning the fish

Frozen

Elaboration process

Cutter

mixer

Trainer

Frozen IQF

Packaging – 400g net boxes

Cold cellar – 20°C

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 ANALYSIS OF DEMAND

The demand forecast is essentially an extension of the analysis of the present

demand, on which a project is intended to be developed. For this reason, the
parameters that indicate the size of the market; Their speed and degree of growth,
among others, must be subjected to a refinement process before being used to
make projections.

It is inevitable that when thinking about a hamburger we visualize the classic

image of the well-known North American hamburger whose consumption has
spread throughout the world thanks to the extension of the economic dominance
of the United States and its junk food chains. We can even find that in different
countries they have developed hamburger recipes adapted to local reality and
tastes.

Let's just consider that on the McDonald's menu in the world you can order a
Teriyaki burger in Japan, a salmon burger in Norway, and a McPalta (avocado) in
Chile. But no matter where they come from, they are always high in calories,
French fries, mayonnaise and ketchup. A traditional hamburger from any chain has
approximately 650 calories.

We are aware that the hamburgers offered by fast food chains are not as good as
they could be, but now we have the hamburgers under analysis thanks to
consumer Eroski, who has developed a comparative analysis of six beef
hamburgers and six chicken hamburgers. from six fast food establishments, Burger
King, McDonald's, Fast Good, Vips, Foster's Hollywood and Tony Roma's.

The meat of the hamburgers subjected to analysis has been compared with the
minced meat purchased at a butcher shop, both beef and chicken. Of those who
usually enjoy this type of diet, in the content of saturated fats (some quadruple
others) and also in their health status. It should be noted that all of them could
improve on this point.

Knowing the nutritional values of hamburgers from different fast food

establishments will help those who do not want to do without them by choosing

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those that are least harmful to health, since there are great differences between
them in terms of caloric intake, fat content and quality. of the meat, in addition to
the price.

The hamburgers under analysis reveal that the one from Vip's is higher in calories,
and we are surprised by this fact, the chicken hamburger only has 5% less fat and
is less saturated than the beef ones, and three of them are battered , so they are
fried.

The burgers that have stood out for offering better quality meat are the chicken
ones from Foster's Hollywood and Vips, and the beef ones (and now sales will
increase) the Mc Royal de Luxe from McDonald's and the Italian Burger from Fast
Good. But the healthiest burger is the Cheese Whooper from Burger King.

In general, all beef burgers have more than twice as much fat as meat purchased
in a butcher shop (except the Italian Burger from Fast Good) because animal fats,
bacon or bacon are added, the majority being saturated fats.

The conclusion of the comparative analysis of these burgers is that they all need
an improvement in their health status, some even showed challenges from
microorganisms and pathogens that can cause mild poisoning. How can it be that
we have to pay to receive this in return? From there arises the initiative to provide
a new option in hamburgers, with fish as the main ingredient, rich in calories,
omega 3 and low in saturated fats, which will contribute to having a product on
the market that will be easily accepted by consumers. and that with a good
advertising campaign good acceptance will be achieved.

OFFER ANALYSIS

The supply function means the quantity that a producer would be willing to supply,
in a given period, depending on the price. In the present case, the investigation of
the applied sample shows that potential clients go to this type of establishment at
least once a month and consume a greater proportion of fast food in terms of
food, investing an average of $20.00 to $40.00, per each of the visits they make to
this type of establishments.

Marketing has become a very useful tool for large companies. But small and
medium-sized companies must also implement these strategies, in order to be
competitive and survive with the constant changes and movements of the market.

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This is the most important reason to carry out an adequate study of the offer, in
order to know the weaknesses and strengths of the direct competition and in this
way implement new and better strategies that guide the path to business success.

The lifestyle of citizens forces companies to provide different leisure alternatives

that contribute to improving people's quality of life, since the majority of the
peninsular population has major occupations, not only work, but also academic
and For this reason, it is a night when they look for a space for themselves and
thus rest from the day to day and clear their mind and at noon they need to satisfy
the need to have lunch in a pleasant and quiet place that allows them to continue
with their day of work. activities.

PRICE ANALYSIS

Price is the amount of money that a seller is willing to accept in exchange for a
good or service. The price affects the competitive position of the company and its
market share. Hence the important influence it exerts on its income and net
profits. Through prices, money flows into the organization.

In order not to generate unfair competition against competitors in the sector, a

range of prices similar to those existing in the market will be managed.
Additionally, because the customer profile perceives that a low price is
synonymous with a poor quality product.

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 FISH BURGER PROJECT
Subject: Production Management

Members:
Laura Frias
Carlos Morocho
Viviana Guaman
Kathy Andrade
Wendy Onofre

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