Plan de negocios PASTELERIA FINA “DELICIAS”

MARKET STUDY

1. BUSINESS DESCRIPTION:

 THE BUSINESS PROFILE

NEW: The company “DELICIAS”, together with

all its collaborators, plans to enter the market in
the necessary period of time, becoming one of the
favorites at the district level first and then at the
Arequipa level. This being the fruit of innovative
ideas that seek to consolidate themselves in the
market starting from scratch, to go far.

SLOGAN : “DELICIATES, you only find them here!!!”

 MISSION:
o “DELICIAS” is a company that produces and markets pleasant products that give
moments of sweetness to our customers, showing day by day the quality of
products that will be our way to be better every day.

 VISION:
 The career that “DELICIAS” undertook has a single goal: Consolidate itself
as the highest quality Pastry Shop on the market, obtaining over time
economic strength to serve new markets.

 MAIN BUSINESS ACTIVITY

Production is oriented towards the production of PASTRY in its different presentations,

considering that this type of pastry has a better finish than traditional ones.

The “DELICIAS” pastry shop will be dedicated exclusively to the processing of cakes of all
types, flavors and colors, for all types of events.
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 Plan de negocios PASTELERIA FINA “DELICIAS”

“DELICIAS” can offer an extensive line of products, recipes and ideas for the delight of
pastries. We can combine these elements and transform them into concepts that help seduce
our clients.

Pastry is basically a problem of seduction. Seduction with the indicated components, fruits,
cream, flavor, aroma. With the right mix of flavor and texture. And teaching the interaction
between the base, fillings and endings. Not to mention the balance of production speed with
the complexity of creation.

 OWNERS

 NAME OF THE ENTREPRENEURS

 Dayana Miranda Flores

 Massiel Chunga Chambi
 Miligan Estfanero Zambrano
 Yessica Miranda Colque

 GOALS

 Contribute to the generation of jobs, directly and indirectly, from the insertion
of the company in the market.
 Consolidate as a leader in the PASTRY production industry in the zone.
 Obtain adequate profitability that compensates for the effort made by the
company's management.

 WANTED POSITIONING

Each company highlights those differences that most attract its target market and
establishes a localized positioning strategy, which will simply be called positioning and is
defined as follows:

 Positioning consists of designing the company's offering so that it occupies a clear and
appreciated place in the minds of target consumers.

In positioning, the company must decide how many and what differences to highlight among
target customers. The advantage of solving the positioning problem is that it allows the
company to solve the marketing mix problems. When looking for a positioning strategy,
there are at least seven strategies available. These are described and illustrated below for
Fine Pastry products.
 Plan de negocios PASTELERIA FINA “DELICIAS”

 The company manages the quality of its product and is sure that its product has this
advantage.
 Additionally, to help consolidate your penetration strategy, you must have an alliance
with quality distributors that allow you to easily access the territories of your target
consumers.

Pastry “DELICIAS” must not only establish a clear positioning strategy; It must also be
communicated effectively to consumers. If the “price-quality positioning” strategy is chosen, you
must ensure that you make this statement convincingly.
To report quality, physical signs (quality of the cake, decoration and presentation) and the keys
that people generally use to judge said quality (colors, design) are chosen. All elements (quality
of inputs, distribution channels and promotion, among others) must communicate and reinforce
the brand image. The prestige and dedication of the manufacturers also contributes to the
perception of quality.

2. MARKET AND BUSINESS OPPORTUNITIES

 DESCRIPTION OF THE TARGET MARKET:

Survey carried out on the population of Alto Selva Alegre:

Plan de negocios PASTELERIA FINA “DELICIAS”

Survey
6. What type of cakes do you prefer?
AGE: GENDER: MF  Chocolate
1. Do you go to pastry shops?  Three milks
 YEAH  Fruit
 NO  frozen cake
2. What occupation do you have?  Others (specify)……………………………………………….
 Student
 Dependent employee 7. What do you take into account when purchasing a
 Independent employee cake?
 Others  Quality
3. How much is your monthly income?  Price
 100- 600  Size
 600-1200  Others (specify)…………………………………………..
 1200 -1500
8. Where do you usually buy your cakes?
 Others (specify)……………………………………………….
4. Do you consider the installation of a pastry shop  Close to home (specify)
appropriate?  Fanor
 Yeah  The Americas
 No  Capriccios
 ice palace
5. How often do you consume pastry products?  Others (specify)
 Diary
 Weekly 9. How much are you willing to pay for a cake?
 Fortnightly  15-20
 Monthly  20-25
 Others  25-35

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 Plan de negocios PASTELERIA FINA “DELICIAS”

 35 or more
Plan de negocios PASTELERIA FINA “DELICIAS”

 TYPE OF POPULATION

To do an analysis of the population, we took the survey data and obtained the
following results:

Study AGE of the surveyed population:

In order to carry out an accurate analysis, the distribution was carried out in different
ranges of the surveyed population. And these data are shown below in a corresponding
graph.

15-19
20-30

31-40
41-50
51-60

Elaboration:
Own source

It can be seen that the population with the highest percentage of age is the one that is
in the range of 20 to 30 years, that is, the population that consumes the most pastries
in this area, this is because they are people who already have an income. of money and
can make use of it; not leaving aside the other ranges that are also important since
they also consume pastry products.

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 Plan de negocios PASTELERIA FINA “DELICIAS”

GENDER of the population :

Elaboration:
Own source

It can be seen that the results show a higher percentage of women in the population of
Alto Selva Alegre, which is why the pastry shop will emphasize this type of population and
try to ensure that the consumption of pastry products in men is similar to that of men.
women.

OCCUPATION of the population :

Elaboration:
 Plan de negocios PASTELERIA FINA “DELICIAS”

Own source

It can be seen that the results show 4 types of categories in terms of occupation, the
majority of respondents were students or students who consume pastry products, but it
must be taken into account that the rest of the population are people who work and have
resources to consume a pastry product.

 SOCIOECONOMIC SITUATION

The results of the survey provide us with the following data:

Elaboration:
Own source

The survey carried out on people of all ages such as students, employees and that is why
the results can be observed in terms of money income, the predominant income is 100-
900 soles, that is, it is a population that has With the appropriate resources, the other
ranges can also be observed, that is, the pastry shop would have a great reception in
terms of money resources.
 Plan de negocios PASTELERIA FINA “DELICIAS”

 CUSTOMERS / TARGET POPULATION (DEFINE THE SEGMENT YOU ARE TARGETING)

The consumption of pastry products is for general consumption, adults and children
can consume them on different occasions, but our target market is adults between the
ages of 20 and 40 with greater zeal since they are people who have the money to
make a consumption. of pastry products and also because they are in charge of
purchasing these on special occasions such as birthdays, weddings, etc.

 COMMERCIAL OPPORTUNITY THAT YOUR MARKET OFFERS

The majority of the population believes it is necessary to install a fine pastry

establishment, with the following results:

OWN SOURCE

Therefore there is the demand:

% NUMBER OF
INHABITANTS
(Demand)
YEAH 93 67607,28
NO 7 5088,72
 Plan de negocios PASTELERIA FINA “DELICIAS”

1. What is the current situation?

We are a new company that seeks to position itself in the Alto Selva Alegre market as the
first step in its growth, which we are sure will always go on a positive slope, we want to be
one of the most recognized pastry shops at the district level, and with the help of our
members of the company to also become the best in Arequipa, since we have the formula to
dazzle our consumers.

 Most important clients

For this we will base ourselves on the following:

15-19
20-30

31-40
41-50
51-60

AGE
Different age ranges were taken to make a general analysis of the tastes and preferences
of the population.

Own source
 Plan de negocios PASTELERIA FINA “DELICIAS”

It can be seen that the population with the highest percentage of age is the one in the
range of 20 to 30 years.

THE FREQUENCY OF CONSUMPTION: from which we can observe that the population consumes
more cakes monthly.

OWN SOURCE

The following table shows the number of inhabitants and their frequency of consumption. For the
business plan, all these aspects must be taken into account:

CONSUMPTION % NUMBER OF INHABITANTS

Diary 5 3634,8
Weekly 21 15266,16
Fortnightly 27 19627,92
Monthly 36 26170,56
Others 11 7996,56

Also take into account market preferences, for which there is the following analysis of the FLAVOR
PREFERENCES of the Selvalegrina population:
 Plan de negocios PASTELERIA FINA “DELICIAS”

Elaboration:
OWN

The following table shows the number of inhabitants with their specific flavor preference.

FLAVORS % NUMBER OF
INHABITANTS
Chocolate 41,8 30386,928
Three milks 23,9 17374,344
Fruit 16,4 11922,144
frozen cake 15,7 11413,272
Others 2,2 1599,312

It also presents a series of snacks for consumption on the go or social events such as parties,
baptisms, communions, weddings; It also includes savory pastries.

The “DELICIAS” pastry shop has as its star product cakes of various flavors and styles, because the
preparation of these is its specialty.

The “DELICIAS” pastry shop has as its target market the population of Alto Selva Alegre, which does
not have a quality pastry shop in its district. In order for the population to be able to consume pastry
products, they must go down to the center of the city of Arequipa, for what the “VIZIOZ” pastry shop
is located in a strategic area so that any Selvalegrino resident can consume the products it offers.

The products of the “DELICIAS” pastry shop have the characteristics of fine pastry products that the
customer is looking for, product quality and prices in line with the product offered, the market for
 Plan de negocios PASTELERIA FINA “DELICIAS”

this pastry shop is the population of the Alto Selva Alegre district, for What is available is the
following data, for this a survey was carried out among the residents:

Selva Alegre has a population of 72,696 inhabitants

SOURCE: NATIONAL INSTITUTE OF STATISTICS AND COMPUTING

The majority of the population believes it is necessary to install a fine pastry establishment, with the
following results:

CREE NECESARIA LA INSTALACIÓN DE

PASTELERÍA FINA EN ASA
7%

SI
NO

93%

ELABORATION
OWN SOURCE

Therefore there is the demand:

% NUMBER OF
INHABITANTS
(Demand)
YEAH 93 67607,28
NO 7 5088,72

The “DELICIAS” pastry shop has a demand of 67,607.28 inhabitants who are willing to consume the
products it provides.
 Plan de negocios PASTELERIA FINA “DELICIAS”

For this, the “DELICIAS” bakery has a daily production of cakes, pies, etc., as well as a daily
production of 10 cakes. Orders are also placed for weddings, birthdays, and products that the client
requests.

To determine the potential demand, the ages of the residents of Alto Selva Alegre and also the
people who are willing to consume the product were taken into account, so the following result is
obtained:

There is a population of 67,607.28 that would consume products from the “DELICIAS” pastry shop,
of which there is the following number of people in each range:

RANGO DE EDADES
6%
5% 16%
13%
15-19
13-19
20-30
20-30
31-40
31-40
41-50
51-60
41-50
60 a mas
21% 39% 51-60

ELABORATION
OWN SOURCE

Taking into account the number of people who accept the product, we have:

AGE RANGE (YEARS) % NUMBER OF

INHABITANTS
13-19 16 10817,1648
20-30 39 26366,8392
31-40 21 14197,5288
41-50 13 8788,9464
51-60 5 3380,364
60 or more 6 4056,4368
 Plan de negocios PASTELERIA FINA “DELICIAS”

Our potential demand is mainly found in the 4 intermediate ranges, which gives us a total
population of 56790.1152 inhabitants of Alto Selva Alegre, since it is the population that would be
willing to pay the price of the product.

MARKET ANALYSIS
After conducting a survey of customers in our target market, we have the following characteristics
of our market.

1. MARKET OVERVIEW:

The population of Alto Selva Alegre has a size of 72,696 inhabitants, a population which is
developing very quickly, which is why it needs companies that see a potential market in this district,
so that Alto Selva Alegre has at their disposal all the needs met within reach, that is, in their own
district.

The population of Alto Selva Alegre has different social classes, different economic incomes, thus the
following results are obtained:

INGRESOS DE POBLACIÓN DE ALTO SELVA

ALEGRE

17% 30%
Menos de 500
500-900
1000-1500
21% 1500 a mas

32%

OWN SOURCE

The following table shows the percentage of inhabitants and the quantity, based on the income of
the population:
 Plan de negocios PASTELERIA FINA “DELICIAS”

INCOME % NUMBER OF
INHABITANTS
Less than 500 30 21808,8
500-900 32 23262,72
1000-1500 21 15266,16
1500 or more 17 12358,32

It is observed that the population of Alto Selva Alegre has a large number of residents who have a
good income.

The Selvalegrina population was also divided into sexes:

SEXO DE LA POBLACIÓN DE ALTO SELVA ALEGRE

48% HOMBRES
52% MUJERES

ELABORATION
OWN SOURCE

There are the following results where it is observed that in Alto Selva Alegre the largest number of
population are women.

SEX % NUMBER OF
INHABITANTS
MEN 47,75 34,712
WOMEN 52,25 37,984

With these first two aspects it can be concluded that the “DELICIAS” pastry shop will have a great
commercial opportunity in this district.
 Plan de negocios PASTELERIA FINA “DELICIAS”

2. CLIENT'S PROFILE
To carry out an analysis of this aspect, the following is taken into account:

THE FREQUENCY OF CONSUMPTION : from which we can observe that the population consumes
more cakes monthly.

FRECUENCIA DE CONSUMO
11% 5%
21% Diario
Semal
Quincenalmente
Mensual
36%
Otros
27%

OWN SOURCE

The following table shows the number of inhabitants and their frequency of consumption. For the
business plan, all these aspects must be taken into account:

CONSUMPTION % NUMBER OF INHABITANTS

Diary 5 3634,8
Weekly 21 15266,16
Fortnightly 27 19627,92
Monthly 36 26170,56
Others 11 7996,56

Also take into account market preferences, for which there is the following analysis of the FLAVOR
PREFERENCES of the Selvalegrina population:
 Plan de negocios PASTELERIA FINA “DELICIAS”

PREFERENCIAS DE CONSUMO
2%
16% Chocolate
42% Tres leches
Frutas
16% Torta helada
Otros
24%

ELABORATION
OWN SOURCE

The following table shows the number of inhabitants with their specific flavor preference.

FLAVORS % NUMBER OF
INHABITANTS
Chocolate 41,8 30386,928
Three milks 23,9 17374,344
Fruit 16,4 11922,144
frozen cake 15,7 11413,272
Others 2,2 1599,312

These data must be taken into account when preparing the cakes, for the greatest number of cakes
to be made.

An ANALYSIS was also made of the PRICES that the population of Jungle Joy would be willing to pay
for a cake.

PRECIOS DISPUESTOS A PAGAR

7%
26% 15-20
20-25
32% 25-35
35 a mas

35%

OWN SOURCE
 Plan de negocios PASTELERIA FINA “DELICIAS”

POSSIBLE PRICES % NUMBER OF

INHABITANTS
15-20 7 4732,5096
20-25 32 21634,3296
25-35 35 23662,548
35 or more 26 17577,8928

It can be seen in the results that the residents of Alto Selva Alegre would be willing to pay a very
good price for a cake.