PRIVATE HIGHER TECHNOLOGICAL INSTITUTE

“SAINT PHILIP”

BUSINESS PLAN:

“SWEET TEMPTATION” PASTRY SHOP

COURSE:

International trade

TEACHING:

Cynthia Acuña Leon

STUDENTS:

Mabel Priscilla Valdivia Pinto

Lucy Estefany Arapa Condori

2017
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INTRODUCTION

When observing the economic development of first world countries, we find that
much of their strength is related to the creation of companies, which are intended
to produce innovative products in order to satisfy the new demands of the national
and international market. Creating legally constituted, competitive and promising
companies will help generate economic growth in our country, as well as market
development to strengthen the region and consequently improve the quality of life
of citizens. Through this work, it is possible to learn about a part of the food sector,
specifically the pastry and confectionery industry in the city of Mollendo, which
allows us to visualize business opportunities that generate employment and quality
of life in its environment, through ideas with added value that are developed
through the interdisciplinary knowledge of business administration. By
demonstrating the viability of the plan, it will be possible to establish what
resources are necessary for the future implementation, in order to provide
economic stability to the people linked to its development, as well as to satisfy the
new needs of the market through the growth of the company once it is in operation,
making modifications to the products and thus looking for a way to expand
throughout the city of Mollendo. For the above, the development of this project is
based on a main objective, which is aimed at the design of a business plan, which
aims to create a company that produces and markets pastry and confectionery
products in the town of Mollendo, in the Province of Islay.; To develop and sustain
this objective, it is necessary to support it on specific objectives that are based on
the realization of a market study, the elaboration of a technical study, the
establishment of an administrative study, the realization of a financial study and
finally the financial and social evaluation of the business plan where the viability of
this is determined. As a result of the development of the objectives, it was
observed that in the city of Mollendo the market for pastry shops and confectioners
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has tendencies towards the production of healthy products and new designs with
respect to decoration, this is due to the current type of life of consumers, where the
care of the image and people who have some pathology (diabetes) are more
concerned about their health, due to this people are demanding innovation in
products and better raw materials for their production. It was also determined that
the location of the establishment does not present problems in the city of Mollendo,
since the size and assembly of the production area is simple, high-volume
machinery is not used and the handling of the products does not require extensive
inventories.

Regarding the strategic direction, the future creation of the company can be carried
out since the size, market perspective, financial capacity, projections, permits and
registrations are in accordance with what is proposed in this project, without
presenting problems for its development at any time. And financially, it shows the
viability and real possibility of expansion.

1. PROJECT AND OBJECTIVES

1.1. BUSINESS IDEA

The business idea has as its immediate objective the creation and launching of a
company dedicated to the production and marketing of products from the pastry
industry sweetened naturally with the sweetness of the fruit in its different varieties;
which will be called "Sweet Temptation".

 WHY THIS BUSINESS?

 HOW DID THE IDEA COME ABOUT? WHY BELIEVE IN IT?
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In recent years, the pastry industry has experienced accelerated growth and there
is a growing interest in the sector to reform and expand it, both in services and
products as well as in new production systems.

This is a sector where it is difficult to find qualified labour. As for sales, there are
many good possibilities if you can adapt to new social forms of consumption.

1.2. PROMOTERS

The main promoter of this project currently has a stable job and additionally has
more than 10 years of experience in the pastry, bakery and cooking sector, which
will allow for a clear and specific conception of everything that may be needed for
the creation, implementation and start-up of the business.

1.3. MISSION

To satisfy our customers through the creation, production and marketing of

personalized pastry products and services and their complements; and thus
exceed the quality expectations of our consumers for the benefit of clients,
organization and suppliers, developing a position of leadership and tradition.

1.4. VISION

To be the leading company in sales, profitability and recognition for its quality,
service and innovation in the pastry industry in our Province of Islay.
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1.5. VALUES

WITH CUSTOMERS
They are the reason for our company and we owe it to them, for which we establish
solid, long-lasting and profitable business alliances. We offer products and services
valued by consumers, diversifying, innovating and adding value.

WITH THE WORKERS

Our company's employees are the organization's most valuable asset, as success
depends on their individual and collective skills and talents, as well as on the
cooperation between them. We recognize the personal and professional effort and
development of our employees, and based on this we seek to improve working
conditions without distinction of rank, so that they can improve their quality of life.

WITH SUPPLIERS OF PRODUCTS AND SERVICES

We seek to establish stable business relationships with our suppliers of goods and
services, ensuring at all times the quality and timely delivery of the requested
product.

WITH THE COMMUNITY

We support the improvement of living conditions in our environment and seek to be
recognized as a socially responsible company.
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1.6. CUSTOMER PROMISE

THE BEST SERVICE

- Greet you and treat you with great respect and kindness
- Listen carefully to your needs and offer you solutions.
- Be honest and transparent with you at all times.

THE BEST PRODUCTS

- Guarantee you natural, fresh and nutritious products of the highest quality.
- Offer you products with 100% quality

THE BEST PRICE

- Be fair and accessible with all our prices.

CONSTANTLY IMPROVE
- Use your opinions, comments, and suggestions to improve our products and
services.

1.7. GOALS
 Produce excellent quality products, with the best inputs on the market and
through good manufacturing processes.
 Position our business in the first year as one of the preferred stores for
consumers of pastry products.
 Raise the profit margin above 15%, starting from the second year.
 Ensure that new products are to the liking and preference of our consumers.
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 Increase the rotation of our products starting in the second half of the year
after opening our first store.
 Recover the initial investment within 2 years.

2. PRODUCT AND MARKET2

.1. SECTOR OUTLOOK

The progress shown in recent years by bakeries and pastry shops in the province
of Islay is significant; we can say that the current market for the industry is very
favourable; all this is due to the fact that they have expanded their offer, as well as
modernised their sales points, which has led to the creation of profitable
businesses with a high social impact.

2.2. STRENGTHS AND ADVANTAGES

 We are experts in the field and have technical certifications, both at the
production and marketing levels.

 We have extensive experience and theoretical and practical knowledge of

production processes and food handling.

 Our service will include personalized attention, which will include serving our
clients from the moment they enter the premises until they leave; with which
we will be able to accurately determine their tastes and preferences.
 Our staff will be highly qualified through constant training, so that they can
provide a quick and effective solution to our clients when they are required.

2.3 THE CLIENT

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Our potential clients will be:

All persons residing and/or transiting through Arequipa Street No. 229, located in
the District of Mollendo, Province of Islay. And that they are within our segment,
which is the EAP (Economically Active Population). Also all those people who are
within our segment and who do not necessarily live in the Mollendo district.

Buyers who make their purchases through electronic means (we will have an
electronic platform – Facebook account and email).

2.4. POTENTIAL MARKET

Our potential market, as we have mentioned before, is the entire Economically

Active Population (EAP) of the district of Mollendo and surrounding areas, Islay
Province; we also include people who make their purchases through social
networks.

2.5. EQUIPMENT, UTENSILS AND MATERIALS

1. EQUIPMENT, UTENSILS AND MATERIALS:

I present some work equipment, utensils and materials necessary for the
manufacture of bakery and pastry products.
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2. WORK TABLES Here we prepare the ingredients that we will need for each
preparation.

3. MIXER Container where the dough is mixed and moistened

4. CYLINDER OR ROLLER The dough is placed in this machine to give it

elasticity.

5. BREAD SLICER Thanks to the lattice of blades it has, we can cut the dough to
the desired size.

6. GROWTH QUARTER It is used to give volume to the already prepared bread

dough

7. OVEN We subject the bread dough to heat for a while so that it cooks.

8. COOLING RACKS Place where the bread is left for a while after baking

9. ELECTRIC MIXER Mixing, beating, kneading are functions that this electric
appliance performs

10. MANUAL ROLLING MACHINE The dough is placed in this machine to give it
elasticity.

11. BREAD MAKING MACHINE This machine allows us to prepare and enjoy
exquisite varieties of bread at home. It is choosing the ingredients that we like the
most, placing them in the container and that's it.

12. ICE CREAM MAKING MACHINE Simply mix the sorbet ingredients, pour them
into the container and it will do the spattering to make the ice cream.

13. VACUUM PACKING MACHINE Packs and compacts the food that is produced,
managing to keep prepared foods in good condition for longer.

14. GRAMMETER OR SCALE There we weigh all the ingredients that we are
going to use in the preparation
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15. FOOD PROCESSOR Ideal for chopping, shredding, grating, grinding and
mixing

16. CHANTILLY CREAM DISPENSER Pressurized stainless steel container for

applying chantilly cream

17. SILICONE MOLDS Very flexible, we can prepare hot or cold meals

18. REFRACTORY We can use them in the refrigerator, conventional oven and
microwave

19. BAIN-MARIE VESSELS Melt the chocolate without letting the water in the
vessel below boil

20. SILICONE MAT Very fashionable in pastry making, it can be used in ovens,
microwaves and freezing.

21. ROLLER BALLS We use them to flatten any dough

22. PASTRY BAG AND NOZZLE Fabric or disposable cone used for decorating.

23. VINYL PAPER AND DISPOSABLE PAPER Vinyl paper is used to wrap the
food we take to the refrigerator and disposable paper is ideal for all types of
cleaning in the kitchen.

24. MANUAL BEATERS Ideal for making sauces and preparations without lumps

25. SILICONE BRUSH Used for glazing and painting

26. SILICONE SPATULAS They are used to mix preparations or to clean the
bottom and walls of the container where the mixture has been made.

27. SPOONS For serving liquids such as sauces

28. SPATULAS Different uses

29. GRATER Used to grate raw or cooked solid foods

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30. RINGS To shape assemblies or preparations that go into the oven or

refrigerator

31. MEASURING SPOONS To measure volumes of liquid or powdered

substances.

32. MEASURING CUPS They are used to measure both solid and liquid
ingredients.

33. KNIVES We find them in various sizes and for different uses.

34. PEELER AND CORNER The peeler is used to peel and slice thick-textured
fruits and vegetables.

35. FLOURS Strong flour for bakery and weak flour for pastry. Also corn flour,
cornmeal, etc.

36. MILK Various presentations: Liquid, powder, condensed and as cream

37. FATS We find them as: margarine, butter, oils of various types.

38. CHEESES Fresh, matured, grated or cream cheese

39. SWEETENERS Light or dark panela, granulated sugar, refined sugar,

impalpable sugar and honey

40. EGGS The white gives us softness, growth and aeration while the yolk
emulsifies and coagulates.

41. DARK CHOCOLATE Main ingredient in chocolate making

42. INGREDIENTS USED IN PASTRIES Arequipe, cherries, cream cheese and

sour cream, widely used in different preparations.

3. COMPETITIVENESS
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3.1 COMPETENCE

 MAIN COMPETITORS:

Our main competitors are the following:

 “CANELA” BAKERY-PASTRIES
 “NEIRA” BAKERY-PASTRIES
 BAKERY-PASTRIES “LA ESPIGA”
 “EL CRUCERO” BAKERY-PASTRIES

3.2. COMPETITION ANALYSIS

Our reference point is located in the district of Mollendo; specifically on Arequipa

Street No. 229; where most of the stores selling products made by bakeries are
located; the same is true for our area of influence.

In order to determine the positioning of existing premises, we have carried out a

small survey of our future competitors in order to establish and compare their
positioning in the market.

3.3. SWOT ANALYSIS

The SWOT analysis, also known as the SWOT Matrix or Analysis, is a strategic
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analysis tool that will allow us to analyze the internal and external elements of our
business plan.

STRENGTHS

 Steady market growth.

 Extensive knowledge and experience of production processes.
 Differentiation in the presentation of our products.
 A variety of offerings for our customers, including savory, dry, cold pastries and
cakes.
 Constant supervision of production processes and handling of finished
products.

OPPORTUNITIES

 Development of new products.

 Seek to satisfy new trends or customer needs.
 New sales channels in the area regarding the pastry sector (Delivery).
 Growth in demand.
 Introduction of new product lines to the market.

WEAKNESSES

 New company on the market.

 Not having your own premises.
 Few financial resources.
 Production and sales areas not suitable, in terms of the size or area required
for this purpose.
 Failure to have trained staff or collaborators, both in the sales and production
areas.
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THREATS

 Entry of new competitors.

 Growth of existing competition.
 Poor customer response to the business proposal.
 Economic slowdown.
 Stagnation of the sector.
 Inadequate planning and controls.
 Possible increase in raw material costs.

4. MARKETING POLICY

4.1. PRODUCTS AND SERVICES POLICY

Our product and service policy will have three fundamental aspects for us, with
which we will seek to differentiate ourselves from our competition.

These aspects are as follows:

VARIETY OF PRODUCTS

 Quality products and service

 Price differentiation

4.2 PRICE POLICY

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Our pricing policy initially aims to match prices with our main competitors, who, like
us, follow a differentiated pricing strategy.

4.3. CUSTOMER SERVICE AND SERVICE POLICYTraining

and training on the service where you are trained in three fundamental actions,
which we will call SSP (Smile, Greet, Ask what the customer needs).
When the customer is inside the store, he or she will receive personalized
attention, information about the characteristics of the products will be provided, as
well as a list or menu of the products we offer.

4.4. PROMOTION AND DISCOUNT POLICIES

PROMOTIONS

Our promotions could be the following:

 Our first promotion for entering the market would be 2 for 1 on desserts per
serving.

 For the purchase of a large cake, a free bottle of soda.

DISCOUNTS

In order to build loyalty among our potential customers so that they can constantly
buy and consume our products, we will have the following offers:

On holidays, such as Mother's Day, a 15% discount on our entire line of cakes and
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cupcakes.
On your birthday, by presenting your ID, you get a 10% discount on the purchase
of your cake.

COMMUNICATION STRATEGIES

In order to achieve the required communication that allows us to make our bakery
known in the market, you must take into account the following:

 Advertising: flyers will be used first and foremost, which will be distributed
in the area where our premises will be located.

 Public relations: word of mouth advertising from people who hear about or
know the establishment once it has opened, as well as through television in
this case “CABLEVISION”

 Sales promotion.

5. SALES PLAN

SALES STRATEGIES

VARIETY

We will be characterized by maintaining a wide variety of products, both sweet and

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savory; which will have an excellent display where the customer can appreciate the
entire range of our products.

QUALITY

This will be an important point for us as a company, since this will guarantee our
customers that our products are made with the sweetness of the fruit and other raw
materials of excellent quality, and that will assure them that they are consuming a
healthy product.

SERVICE

This factor will be the pillar of our business, since the acceptance of our business
in the market will depend on it; this is because our collaborators will be properly
trained and prepared to be able to resolve any doubts or questions from our
clients. “SWEET TEMPTATION” PASTRY SHOP

6. HUMAN RESOURCES

ORGANIZATION CHART
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SALARIES

SALARIES

COUNTER s/.850.00

BAKER s/.650.00

BAKER s/.650.00

PUBLICIST s/.850.00
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BUSINESS CARD

LOGO
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7. OUR PRODUCTS
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8. CONCLUSION:

The market is saturated with brands offering products and services aimed at
different types of consumers. There is so much competition that quality standards
have increased and quality as such is hardly a determining factor in purchasing
action. For a company to survive and differentiate itself from the competition, it
must pay attention to service.

To differentiate itself from the competition, a brand must focus all its processes on
the customer. Dulces Tentación stands out for establishing an individual and
personalized relationship with each client and designing a solution to their
requirements: cakes tailored to their personality and in keeping with their special
occasion. From this, we highlight that to exceed expectations, listening to the client
is essential.