The actions and demonstrations of an adequate marketing plan can contribute to the improvement of the management of a company. It is important to mention that the plans do not walk alone, it is the human factor who plans, organizes, directs and controls these plans.
For this research work, I have carried out a short evaluation of an example of a Strategic Business Unit (UEN), which was presented in one of my Marketing I classes, in the Administrative Sciences career of the National University of San Agustín from the city of Arequipa in Peru, whose responsible professor was Echo. Javier Perea Perez. The example is from the “COCOROCO” Chicken Shops.
- PRODUCTION STATISTICS IN THE CURRENT SITUATION OF “COCOROCO”
On the farm you will find the following:
- The staff knows the vision and the mission The staff performs their tasks efficiently with high productivity There is a spirit of teamwork It has advanced technology There is quality management and quality control The plant prepares its own balanced feed for the farm, this is a advantage to improve the texture of the meat fiber (but increases production costs) Products are dispatched properly and on time There are quality meetings
In relation to the pollerias
- The storage of products is deficient, mainly the chicken input. The preparation is not adequate, therefore the finished product is deficient. The premises are common and the lighting is poor. Plastic plates and service in general deteriorated. The staff does not know of Mission or vision, only known to the administrator of the 3 pollerias. Damaged bathrooms. Dirty walls. Cement floors. The administrator is an accountant and does not know about the quality of marketing.
From what we can see, the farm has no major problems; For the present study we are interested in studying to propose proposals for change in the UEN (chicken poultry). To do this, we will apply the QUANTITATIVE SWOT ANALYSIS technique, in order to determine the real strategies (proposals) that allow us the desired change.
- SWOT ANALYSIS
3.1. EFI Matrix (Evaluation of Internal Factors)
| INTERNAL FACTORS | WEIGHT | QUALIFICATION | WEIGHING |
| STRENGTHS | |||
| 1. Be a legally incorporated company. | 0.10 | 3 | 0.30 |
| 2. Immediate availability of products in smaller quantities (self-sale). | 0.10 | two | 0.20 |
| 3. Ability to negotiate the prices of products (own producers and suppliers). | 0.10 | two | 0.20 |
| 4. Persistence of staff in achieving their own objectives. | 0.15 | 3 | 0.45 |
| 5. Immediate solution to problems that arise unexpectedly. | 0.10 | 3 | 0.30 |
| WEAKNESSES | |||
| 1. The storage of products is deficient mainly of the chicken input. | 0.10 | one | 0.10 |
| 2. The preparation is not adequate, therefore the finished product is deficient. | 0.10 | one | 0.10 |
| 3. The premises are common and the lighting is poor. | 0.10 | one | 0.10 |
| 4. The staff does not know about mission or vision, only the administrator of the 3 pollerias knows it. | 0.10 | one | 0.10 |
| 5. Outdated and deteriorated infrastructure. | 0.05 | one | 0.05 |
| TOTAL | 1.00 | 1.90 |
Source: self made
3.2. EFE Matrix (Evaluation of External Factors)
| EXTERNAL FACTORS | WEIGHT | QUALIFICATION | WEIGHING |
| OPPORTUNITIES | |||
| 1. Adequate system of business microcredits of the private financial entity. | 0.20 | two | 0.40 |
| 2. Experience in the local market. | 0.20 | two | 0.40 |
| 3. Immediate information systems in the network, use of technology (internet). | 0.15 | two | 0.30 |
| 4. Fast routes of mobilization and access to regional markets for expansion. | 0.10 | one | 0.10 |
| 5. Laws that favor business development. | 0.05 | two | 0.10 |
| THREATS | |||
| 1. Increases in fuel prices. | 0.10 | one | 0.10 |
| 2. Entry to the market of new competitors. | 0.10 | one | 0.10 |
| 3. Sectorial uncertain future. | 0.03 | two | 0.06 |
| 4. Application of new taxes. | 0.05 | one | 0.05 |
| 5. Political Instability of the Region and the Country in general. | 0.02 | two | 0.04 |
| TOTAL | 1.00 | 1.65 |
Source: self made
3.3. Internal - External Matrix (IE)
4. STRATEGY SCALE
Those that can be executed to replace the main ones:
- Design the way to add added value to our products to market them in the market Encourage the collaboration and participation of the workers of each UEN Promotion of a framework of fair competition Create an economic reserve fund to anticipate any uncertainty in the sector Be prepared for possible political, legal and tax changes in the national system that could influence the company.
5. VALUE CHAIN
- STRATEGIC MARKETING PLAN "COCOROCO"
6.1. MISSION
Always satisfy the customer's needs in the grilled chicken market at the best price for the public, with a strong commitment to provide them with quality and good preparation with professionalism in their preparation, customer service, competitive prices. which allow our growth, maintaining a teamwork environment, clean, orderly, safe and with a deep sense of respect among its members.
6.2. VISION
Consolidate itself as a leading company in the arequipa chicken industry, maintaining a predominant presence at the point of sale, with improved customer service and the preparation of the tastiest chickens in the city.
6.3. OBJECTIVES
- Continuously improve customer service, with a more personalized treatment for them Maintain and improve the quality of our chickens according to customer requirements Offer a welcoming environment that makes the customer have a good time when they attend our local.
6.4. GOALS
- Increase egg production by 3% within 3 months Increase barrel chicken production by 10% within the first month Repair and adequate conditioning of warehouses for the storage of supplies for the preparation of grilled chicken. Formulation and execution of priority studies for the prevention of geological risks in vulnerable areas Renovation of household goods in its entirety Repair of hygienic services according to the established schedule Renovation of lighting as well as a new layout of it Paint premises in its entirety According to the established schedule Placement of majolica in the three poultry houses according to the established schedule.
6.5. VALUES
- Respect for the client: We have to always be attentive, and understand the needs of the clients and satisfy them. "By choosing us, the client becomes the head of the company." Efficiency: The proper management of resources is adequate to reduce the costs of our final products. Respect for people: In our group, we want to create an environment that allows workers to develop their skills, their creativity with adequate motivation for the benefit of us and our clients. Respect for the environment:We are part of the environment, giving importance to its preservation through the proper treatment of our waste. "There is no half responsibility: each one - at his level - is totally responsible for his actions: in front of people and society."
6.6. STRATEGIC THINKING
6.7. STRATEGIES (PROPOSALS)
- Comprehensive training program for the workers of each UEN, in preparation techniques, customer service and business strategies Reduction of the risks of customer dissatisfaction through the renovation of the infrastructure of the UEN premises Take advantage of the provision and delivery of the personnel in order to change the organizational image in front of its clients. Make our own situation of producers and suppliers prevail in the market over informal competitors. Take advantage of the condition of experience in order to lead the local market and Regional Design the way to add added value to our products to market them in the market Encourage collaboration and participation of the workers of each UEN Promotion of a framework of fair competition.Create an economic reserve fund to anticipate any uncertainty in the sector Be prepared for possible political, legal and tax changes in the national system that could influence the company.
6.8. ACTIVITIES
| APPROACH AND SCOPE |
| Evaluation of the scope and focus of the business |
| Determine goals and objectives |
| preliminary cost benefit analysis |
| Completion of Focus and scope |
| Planning |
| Build project teams and define roles |
| Define and assign the project manager position |
| Define and assign the development, testing and QA team |
| Define and assign training, learning and communication with users |
| Constitution of project teams and definition of functions completed |
| Detail the current systems environment |
| Detail information systems technology |
| Itemize equipment hardware and software inventory |
| Detail of the current systems environment completed |
| Define the communication strategy |
| Activity 1: Excursion to Chilina |
| Activity 2: Sports morning - Football |
| Activity 3: Fellowship Meeting. |
| Define training and learning strategy |
| Training in new preparation techniques |
| Customer Service Training |
| Training in organizational philosophy |
| ORGANIZATION AND ADMINISTRATION |
| Infrastructure |
| Warehouses |
| illumination |
| Walls and floors |
| Household |
| Quotes |
| Shopping - Utensils |
| Machinery and equipment |
| Quotes |
| Purchases |
| Installation |
| Tests |
| MARKETING |
| Promotion and publicity |
Source: self made
6.9. SCHEDULE OF ACTIVITIES
| Focus and scope | |||
| Evaluation of the scope and focus of the business | 1 day | 08/24/04 | 08/24/04 |
| Determine goals and objectives | 1 day | 08/24/04 | 08/24/04 |
| preliminary cost benefit analysis | 1 day | 08/25/04 | 08/25/04 |
| Completion of Focus and scope | 1 day | 08/26/04 | 08/26/04 |
| Planning | |||
| Build project teams and define roles | |||
| Define and assign the project manager position | 1 day | 08/27/04 | 08/27/04 |
| Define and assign the development, testing and QA team | 2 hours | 08/27/04 | 08/27/04 |
| Define and assign training, learning and communication with users | 1 hour | 08/27/04 | 08/27/04 |
| Constitution of project teams and definition of functions completed | 1 hour | 08/27/04 | 08/27/04 |
| Detail the current systems environment | |||
| Detail information systems technology | 6 days | 08/30/04 | 09/06/04 |
| Itemize equipment hardware and software inventory | Three days | 09/07/04 | 09/09/04 |
| Detail of the current systems environment completed | 1 day | 09/10/04 | 09/10/04 |
| Define the communication strategy | |||
| Activity 1: Excursion to Chilina | 1 day | 09/18/04 | 09/18/04 |
| Activity 2: Sports morning - Football | 1 day | 10/16/04 | 10/16/04 |
| Activity 3: Fellowship Meeting. | 1 day | 11/13/04 | 11/13/04 |
| Define training and learning strategy | |||
| Training in new preparation techniques | 1 day | 09/13/04 | 09/13/04 |
| Customer Service Training | 1 day | 10/11/04 | 10/11/04 |
| Training in organizational philosophy | 1 day | 11/08/04 | 11/08/04 |
| Organization and administration | |||
| Infrastructure | |||
| Warehouses | 7 days | 09/06/04 | 09/14/04 |
| illumination | 1 day | 09/15/04 | 09/15/04 |
| Walls and floors | 7 days | 09/16/04 | 09/23/04 |
| Household | |||
| Quotes | 2 days | 10/01/04 | 04/10/04 |
| Shopping - Utensils | 1 day | 10/05/04 | 10/05/04 |
| Machinery and equipment | |||
| Quotes | 2 days | 10/06/04 | 10/07/04 |
| Purchases | 7 days | 10/08/04 | 10/16/04 |
| Installation | 7 days | 10/18/04 | 10/26/04 |
| Tests | 2 days | 10/27/04 | 10/28/04 |
| Marketing | |||
| Promotion and publicity | 30 days | 11/01/04 | 12/09/04 |
Source: self made
6.10. BUDGET
| AMOUNT ($) MONTHS | |||||||
| 1st month | 2nd month | 3rd month | TOTAL | ||||
| INVESTMENT CONCEPT | 1 UEN | 3 UEN | 1 UEN | 3 UEN | 1 UEN | 3 UEN | |
| Production | 1,000.00 | ||||||
| New Preparation Techniques | 166.67 | 500.00 | 100.00 | 300.00 | 66.67 | 200.00 | 1,000.00 |
| Organization and Administration | 20,500.00 | ||||||
| Infrastructure | 1,666.67 | 5,000.00 | 1,333.33 | 4,000.00 | 1,166.67 | 3,500.00 | 12,500.00 |
| Household | 1,000.00 | 3,000.00 | 0.00 | 3,000.00 | |||
| Machinery and equipment | 1,666.67 | 5,000.00 | 0.00 | 5,000.00 | |||
| Marketing | 6,000.0 | ||||||
| Promotion | 1,000.00 | 3,000.00 | 3,000.00 | ||||
| Advertising | 1,000.00 | 3,000.00 | 3,000.00 | ||||
| Labor force | 1,200.00 | ||||||
| Training | 100.00 | 300.00 | 100.00 | 300.00 | 100.00 | 300.00 | 900.00 |
| Integration Program | 33.33 | 100.00 | 33.33 | 100.00 | 33.33 | 100.00 | 300.00 |
| Technology | 350.00 | ||||||
| Computing | 116.67 | 350.00 | 350.00 | ||||
| TOTAL | 4,750.00 | 14,250.00 | 1,566.67 | 4,700.00 | 3,366.67 | 10,100.00 | 29,050.00 |
Source: self made
Budget Conclusion
For the execution of our plan, a budget of $ 29,050.00 nuevos soles is considered, which means that we would not need the $ 30,000 loan, that implies a saving of $ 950.00
AUTHOR:
Ing. ALAN E. BECERRA SALDAÑA
E - mail: [email protected]
Website: www.siace.ya.st
Arequipa, Peru
2004
BIBLIOGRAPHY
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