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GUAYAQUIL UNIVERSITY

FACULTY OF ADMINISTRATIVE SCIENCES

COURSE OF COMMERCIAL

ENGINEERING

BUSINESS PLAN FOR THE MARKETING OF SEAFOOD BALLS IN

THE URDESA SECTOR IN GUAYAQUIL

ENTREPRENEURS
Chair
Parallel: 5/7

Teacher: Eng. Mauricio Chavez

Members:

 Jorge Reyna

 Kimberly Hungary

 Maria Victor

School period:
2019-2020
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EXECUTIVE SUMMARY

The business plan is a fundamental tool that allows the investor to determine the existing

potential and project itself into the future. In the case of “BOLON DEL MAR” it will not be the

exception, which is why this work was prepared with the objective of giving learn about the

gastronomy of the Ecuadorian coast and present this product. In the country there are different

typical green-based foods. In which the famous “bolón de verde” stands out, which is consumed

throughout the country, it is typical of the Ecuadorian coast. It is commonly made with cheese

and pork rinds.

In the present study, a green bolón was made with seafood (shrimp, crab, fish). The reason

for this project is that the majority of Ecuadorians, now focusing on the city of Guayaquil,

commonly consume cheese bolon or chicharrón and have not had the opportunity for someone

to present them with something innovative.

In this project, a scheme has been developed of how the product will be manufactured and

marketed. This project has been prepared in a simple and clear way and at the same time is

summarized in 2 chapters. The first chapter carries out a study according to the needs and

economics of consumers. The second chapter describes the study formula, market segmentation

and competition.
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INTRODUCTION

The purpose of this research is to develop a business plan for the

commercialization of BOLON DEL MAR in the city of Guayaquil. With the

implementation of this innovative product, the aim is to become pioneers in the

Ecuadorian market within 5 years, with the aim of improving the gastronomic and

social environment of citizens.

The project will reveal the values that come with the different marketing and

distribution methods that this product requires. The main characteristic of BOLON

DEL MAR is that being an unconventional product because it is not so recognized, it

still leads us to the need to know the causes and effects that would originate in people

and the acceptability according to the product and the cost. due to market segmentation.

Taking into account the development of the business plan for this innovative

product, it is expected to provide social and economic help to our country and the

community in general.

Once the objectives have been achieved in a previously established time, be it in 5

years, we hope to be a chain of Seafood Bowls with a portfolio of clients who prefer

us for our quality products, with the efficiency and effectiveness of providing

customers with consumers an excellent service and that in turn would allow us to

encourage more entrepreneurs, ensuring that many people obtain economic support

and we would help with the social responsibility that concerns us all within our

capabilities.
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CHAPTER I

1 Identification of the problem

1.1. Problem Statement.

In Ecuador there are various types of cuisines in which many of them use green as a

raw material, in this case it is bolón, this being the most consumed throughout the

country, although this is traditional on the Ecuadorian coast. Bolón de verde is

commonly prepared with pork rinds and cheese. In this project we gave something

innovative and it will be prepared with seafood.

The way of eating in the daily and stressful life of each human being today leads us

to resort to certain typical food places due to lack of time, this frequently generates a

great opportunity to create, innovate and implement typical food places. the coast of

Ecuador. The notoriety of typical foods stands out for their good flavor and preparation

in their diversity in the typical foods of the Ecuadorian coast and for having a

reasonable cost that is within the reach of children, young people and adults and with

great ease of consumption, it is necessary to indicate There are typical, diverse foods,

but you will not always find something innovative in them like “Bolón del Mar”. In the

city of Guayaquil, you will find cheese and chicharon bolones as a delicious typical

dish in every Guayaco breakfast place. These typical breakfasts are in great demand

among the general public. We can also say that the process of purchasing these foods is

only given to two tastes of each individual's choice to purchase it; Pork and cheese. We

asked ourselves the following question: What other flavor can I try? And in this way,

just as we have asked ourselves, how many more people will do it.

Good for us and the general public it is time to innovate and maintain

tradition with a BOLON DEL MAR.

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1.2. Justification.

This project will be done to satisfy clients who like to innovate their palate,

changing the traditional bolón de verde made with cheese and pork rinds, for the new

Bolón de Marisco, with shrimp, fish pork rinds, and squid, a food that was innovated

by giving it a different touch from everyday life.

Also what we want to achieve is to make it known as a typical Ecuadorian food

in the international market and thus we can easily achieve the consumption of the

seafood bolon as such.

It can be stated that currently there are few places where Bolón Marinero makes it,

this product and the creation of this business is fundamental as an alternative for work

or a source of employment, growth and development at a local level, hence the

importance of applying and deepen this research allowing us to expand and open doors

to new projections, facing the reality that facilitates control and planning and decision

making in order to delight the general public ensuring continuous improvement for the

benefits of the consumers.

1.3. General objective.

Design a Business Plan for the Marketing of Bolones Sales, where we can create a

culture of quality and continuity as well as warmth of service standards, know the

services we sell and adapt them to the needs of our clients and encourage them to get

involved in all our promotions.

1.4. Specific objectives.

 Offer the best service to our clients in an attentive and reliable manner.

 Give importance to each of our clients because our success depends on them.
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CHAPTER II

Reference frame

2.1. Conceptual framework.

Offer .

 According to Laura Fisher and Jorge Espejo, authors of the book

(Mercadotecnia 2012), it defines the quantities of a product that producers are

willing to produce at possible market prices. It is worth mentioning that both

authors refer to the quantities of a good that future suppliers are determined to

offer in the market, those various in relation to the price. Demand .

 Kotler and Armstrong (2012) Marketing, state that “When needs are supported

by purchasing power, they become demands. Based on their desires and

resources, people demand products whose benefits add the greatest amount of

value and satisfaction.”

 In relation to what was expressed by Kotler and Arsmtrong, it allows us to

interpret that demand is when human desires are sponsored by the domain of

obtaining resources from which they add the pleasure of acquiring certain

products or services.

Customer satisfaction.

 Kotler and Armstrong (2012) Marketing mentions that “customer satisfaction

depends on the perceived performance of the product, in relation to the buyer's

expectations.” If the product's performance does not meet expectations, the

customer will feel dissatisfied. If performance matches expectations, the

customer will be satisfied.

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 Through these brief concepts the author lets us know that customer

satisfaction is the stage in which the fulfillment obtained from an item fits

with the perspectives of the businessman.

 If the fulfillment of the product is not within the possibilities, the buyer will

feel displeased. However, if the prospects are high, the buyer will be pleased

with what is requested.

Customer lifetime value.

 Kotler and Armstrong (2012) Marketing, assure that the value perceived by the

customer is, that is, the customer's evaluation of the difference between all the

benefits and all the costs of a marketing offer, compared to the offers of the

competitors.

 Through these brief concepts the author lets us know that value perceived by

the customer leads to a study carried out by the buyer taking into account the

inequality between the utility and the price of a marketing offer, in balance with

the promotions of the contenders. .

Customer lifetime value example.

 This refers to the loyalty of the customer captivated by various advantages they

receive and these can be: good service, good discounts and promotions,

excellent service, better benefits.

 These, among other antecedents, are what cause added value to the lifelong

loyalty of customers and therefore every commercial organization must try to

obviously readjust in its commercial processes those objective conditions to

maintain the permanent return of a captive and grateful clientele for benefits of

mutual development and growth.

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Definition of marketing.

 Stanton, Etzel and Walker (2012) Fundamentals of Marketing, refer to

marketing as “The activities carried out by organizations to facilitate

mutually beneficial exchanges. These organizations may be companies that

pursue profit or have a primary objective other than this."

 Likewise, the previous authors have a very similar definition regarding the

concept of Marketing and define it as exchange activities carried out between

organizations that have mutual interests. Entrepreneur.

 Before reviewing the definitions of entrepreneur from various authors, it is

necessary to establish the difference between entrepreneur and entrepreneur,

two terms that have the same etymological root, but are semantically different.

For Master Furnham, an entrepreneur is an individual who establishes and

manages business with the primary purpose of profit and growth. The

entrepreneur is mainly characterized by displaying innovative behaviors and the

desire to employ practical management strategies.

 That is, an entrepreneur is someone, one person or several, who with

enthusiasm carries out or forms something new and this generally has a positive

impact. These acts carried out by the entrepreneur can be consolidated in the

creation of a company. However, in real life, entrepreneurs most of the time do

not manage to turn that initiative into something tangible because they are still

in the entrepreneurial phase. On the other hand, an entrepreneur is a person who

takes advantage of the resources he or she has to obtain a benefit, usually

economic. From here we can say that the entrepreneur has a vision for the

future, that he will give potential to the company, and that it will be profitable

and
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will have stability, therefore we can affirm that any businessman can be an

entrepreneur, but that not every entrepreneur can be an entrepreneur.

 For Maestro Varela, the entrepreneur is the person or group of people who is

capable of perceiving a production or service opportunity, and before it freely

and independently formulates a decision to achieve and allocate natural,

financial, technological and human resources. necessary to be able to start the

business, which in addition to creating additional value for the economy,

generates work for him and often for others. In this creative leadership process,

the entrepreneur invests money, time and knowledge and participates in the

assembly and operation of the business, risking his resources and personal

prestige but seeking monetary and personal rewards.

 Entrepreneur equals business creator. In English, the word entrepreneur, which

is actually a word of French origin, simply means businessman.

 The characteristics that the entrepreneur must have are: Bold, Passionate,

Responsible, trustworthy, creative, persistent, very dynamic people, intelligent,

quick response capacity. The entrepreneur sets up his own business for the

following reasons:

 Be your own boss, escape from the business structure, in which you

feel like prisoners.

• Put your creative ideas into practice

• Being able to be useful to others

• Test yourselves.

• The entrepreneur must perceive change as an opportunity and not as a

problem; they assume objectively calculated risks. They can have a

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own company, but they are also employers They accept the uncertainty that any

change implies They are very hardworking, Very dynamic people Quite

aggressive (defensive aggressiveness). They do not complain, they attack

Opportunity seeker Persistent With common sense Intelligent Constant Quick

response capacity Tenacious They seek their autonomy, independence and

freedom, they do not like to be tied or attended to what other people do.

Transmits consistent messages, meets your objectives exactly as you set them

out. Act quickly, but without rushing. He is always ready to act, but knows how

to measure risks, as well as respect his environment and the people around him.

Take practical and simple solutions, eliminate the complex. An entrepreneur

always prioritizes his activities. He is willing to take risks, he is passionate about

uncertainty and adventure, but he always calculates the consequences of his

actions.
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2.2. Contextual

framework

Company name.

The company name is the name by which a company is collectively known. This

is an official and legal name that appears in the documentation that allowed the

legal entity in question to be established. (Pérez Porto & Gardey, 2012)

The company name that will be used for this project is:

Bolones Marineros BolónMar Cía. Ltd.

Social capital .

The Company Bolones Marineros will be established with a share capital of $5,000

US dollars, which represents a 17% nominal contribution from each partner.

Tradename.

The commercial name will allow us to identify our product in the market, the

commercial name to be used will be Bolón del Mar.

Location .

According to the surveys carried out, the location will be in the central sector of

Urdesa, considering that it is there where there is the greatest commercial and financial

movement, and thus the delivery of the product can be carried out in a faster and more

effective way.

Image 1 Location of the premises

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Slogan .

A slogan is a short, simple, concise, brilliant and memorable phrase that expresses

the main advantage of a product and is repeated throughout an advertising campaign.

(Alonso Perez, Furió Basco, & Sánchez Albarracín, 2014)

“GET OUT OF THE ROUTINE, TRY BOLON DEL MAR”

The brand.

According to the American Marketing Association, a brand is a name, term, sign,

symbol, design, or a combination of any of them that identifies a company's products

and services and differentiates them from competitors. But, the brand is not just a name

and a symbol, since it has become a strategic tool within the current economic

environment. This is largely due to the fact that we have gone from marketing products

to selling sensations and solutions, which inevitably involves selling not only the final

attributes of the product, but also its intangible and emotional ones.

Therefore we have created a logo and a slogan to position our brand in the

market.

Image 2 Product brand

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2.3. Legal framework.

Some criteria and variables are applied that will be taken into account at the time of

the project to appropriately address the legal aspects and their importance on its

profitability.

Classification of the Company by ISIC.

Since the activities of an enterprise may cover a wide variety of ISIC groups or

classes, for certain statistics it may be appropriate to classify them only at the division

level. In any case, when one of them has to be classified at a more detailed level, the

top-down approach should be applied. A company with several activities must be

classified based on the value added by the units that make it up. In other words, it

should be included in the ISIC category corresponding to the activity of the component

units that contribute the greatest proportion of the added value, following the top-down

method.

Constitution of the company.

 In Ecuador, companies are established in the following way according to the law:

 Anonymous company

 Limited company divided by shares

 Limited liability company

 Company in collective name

In this project we will establish ourselves as a de facto company, then as a limited

company.

In our project to meet what is required, we need to meet some requirements:

 Ruc
 Patent
 Legal Constitution of the Company.
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The BOLON DEL MAR Seafood Production and Marketing Company is a

Limited Liability company, therefore the basic procedure for incorporation is:

 Prepare the minutes of incorporation.

 Elevate the minutes into a public deed before a Notary Public

 Obtain approval from the Company Superintendency

 Register the company in the Commercial Registry

Fire Department Certification.

 Prepare the minutes of incorporation.

 Elevate the minutes into a public deed before a Notary Public

 Obtain approval from the Company Superintendency

 Register the company in the Commercial Registry, etc.

In this way we can comply with the law that regulates commerce in our country.

Fire Department Safety Certificate.

It is a document that certifies that the premises comply with safety standards

regarding fire extinguishers, evacuation routes, among other factors. The procedure to

follow is:

 Fill form.

 Show the Fire Department inspectors the safety conditions of the plant.

Single Taxpayer Registry.

To comply with tax obligations, it is required to obtain the Single Taxpayer

Registry. Through this registry, the Internal Revenue Service identifies taxpayers in

order to control the payment of tax taxes.

The requirements to obtain this document are:

 Form RUC-01-Ha and RUC-01-B signed by the legal representative.

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 Original and copy of the public deed of incorporation registered in the

Commercial Registry.

 Original and copy of the appointment of the legal representative registered in the

Commercial Registry.

 Copy of the Identity Card and Voting Certificate of the legal representative.

 Original of the general data sheet of the Companies Registry.

 Original of the document that identifies the main address where the company's

activity is carried out. This document can be a form for: electric, telephone or

water service, failing which a lease contract.

When the company is established in the city of Guayaquil, the requirements

demanded by the Illustrious Municipality of Guayaquil:

Sanitary permit.

It is a permit that is also granted by the Municipality, which is necessary for

activities related to food, nightclubs and games. To obtain it, the presentation of:

 Patent Payment Letter.

 Health Permit Fee.

 Health certificate.

 Copy of the Owner's Identity Card.

 Copy of the Single Taxpayer Registry.

 Land Use Compatibility Report.

 Land Use Compatibility Report.

This procedure is important to verify if there are no local restrictions regarding the

economic activity to be carried out; It is carried out in the Zonal Administration to

which the property belongs.

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It consists of a request addressed to the Director of Planning requesting an

Urban Regulation Report for the property, and attaching a sketch of it. The

procedure is ready in 2 weeks and lasts 2 years.

Operating Permit.

Image 3 Requirements for food services

2source chamber of commerce Guayaquil

Chamber of Commerce-Guayaquil.

We resolve legal queries of a commercial, corporate, labor, contractual, social

security nature and in general all legal aspects related to the development of business

activity.

 Labor consultations.

 Corporate consultations.

 Contractual consultations.

 Commercial consultations.

 Intellectual property consultations.

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 Obtaining commercial registration (Multilegal).

 Cancellation of commercial registration (Multilegal).

 Constitution of companies (Multilegal).

 Preparation of appointment and registration in the Commercial Registry (Multilegal).

 Preparation of resignation and registration in the Commercial Registry (Multilegal).

 Preparation of minutes of the general meeting, certified copy of the

minutes and list of attendees at the meeting (Multilegal).

 Issuance of share certificate and share book (Multilegal).

 Preparation of book of shares and shareholders (Multilegal).

 Trademark registration.

 Commercial name registration.

 Obtaining certificates from the Commercial Registry and Property

Registry (Multilegal).

Obtaining commercial registration.

 Values for commercial registration process.

 Multilegal Individual File.

Constitution of companies.

 Securities pending company constitution.

 Multilegal legal entity file.

Trademark and trade name registration process.

 Phonetic search request.

 Application for distinctive signs.

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CHAPTER III

Applied methodology

3.1. Kind of investigation.

The study carried out to prepare this business plan is part of an exploratory research

that according to (Arias, 2012) exploratory research is one that is carried out on an

unknown or little studied topic or object, so its results constitute an approximate

vision. of said object, that is, a superficial level of knowledge.

3.2. Research method.

Given that the type of exploratory research allows us a more precise formulation of

the problem to be investigated and since we are venturing into the experimentation of

new flavors, and why not a new image, we will use the qualitative research method

that according to (Kotler & Armstrong, 2003) the objective of descriptive research is to

discover issues such as the market potential of a product or the demographic

parameters and attitudes of consumers who purchase the product.

3.3. Research instruments.

We will carry out a survey aimed at a sample that resulted in the statistical

formula based on a study population.

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CHAPTER IV

2 Project proposal - Business plan

4.1. Product Description

Uses.

For the commercialization of BOLON DEL MAR, it is necessary to define a

reference market from the consumer's point of view, for which the dimensions

presented below will be taken into account:

Function or needs: answers the question How to satisfy these needs?

• Offer a new breakfast option.

• Facilitate product delivery through home services.

• Resources: answers the question: How to satisfy these needs?

• Offering a healthy and natural breakfast.

Users.

With the intervention of surveys it is possible to deduce appropriately about the

target group to which the company will have to satisfy its needs. These are people from

18 to 60 years of age, whether they are university students, public and private

employees or merchants.

Identification of the Raw Material.

Green and ripe.

The main ingredient for making bolón is green and ripe, a variety that is widely

located on the Ecuadorian coast (around 65% of the production area), which is why it

is the most widely purchased by different chefs in the country. . Its greatest

contribution is starch, which is why it should be cooked before eating (Ministry of

Agriculture and Livestock).

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Seafood.

Shrimp.

This resource has been exploited since the 1950s in the artisanal field, creating a

source of subsistence for Ecuadorians. And in the industrial field, it generates jobs and

foreign exchange for the country's economy.

This seafood has nutritional properties such as iodine, vitamin B12, cholesterol,

vitamin E, selenium, proteins and 80.30% water.

The rest of the nutrients present to a lesser extent in this food, ordered by relevance

of their presence, are: phosphorus, potassium, zinc, calcium, sodium, magnesium,

vitamin B3, iron, vitamin B2, calories, vitamin B9, vitamin B, vitamin B6,

carbohydrates, fat, polyunsaturated fatty acids, monounsaturated fatty acids and

saturated fatty acids (HEALTH AND GOOD FOODS, sf)

Fish .

Fish has a large amount of polyunsaturated acids, it is ideal for slimming diets, it has

many nutrients and vitamins that help our body to lead a healthy life.

It improves the transport of oxygen to the blood, heart, and arteries due to its omega

3, helping with hormonal functioning, and thus helping us avoid different types of

diseases.

Squid .

Squid is a popular food in many parts of the world. The body (mantle) can be

stuffed or cut into flat fillets or rings. The most common way to prepare it is cut into

rings (or sticks) and fried, and it is also popular grilled, stuffed and stewed, often in its

own ink, which participates as

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ingredient in some recipes. The legs, tentacles and ink are edible. The only parts that

cannot be used are the beak and the cuttlefish.

Proteins, omega 3 fatty acids, cholesterol, selenium, iodine, iron, phosphorus,

niacin, vitamin B12 and vitamin E. At a nutritional level, the energy contribution of

squid is moderate. ... It is rich in minerals, especially selenium, phosphorus, iodine

and iron. (HEALTH AND GOOD FOOD, sf)

Product data sheet.

These bananas have their respective nutritional table with the respective

regulations according to the product in question.

Nutritionally, green bananas are a good source of fiber, vitamins and minerals and

contain a starch that can help control blood sugar, manage weight and lower blood

cholesterol levels.

Seafood.

Nutritional contributions. Water: between 75-80% of the weight of seafood is

water. Proteins: (of high biological value), in 100 grams of edible portion, 18-20

grams

correspond to this nutrient. Minerals: calcium, magnesium, phosphorus,

potassium, sodium, zinc, iodine, iron and chlorine stand out.

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4.2. Market study

Survey people.

1. What is the age range of the audience to whom the survey was conducted?

2. Does the idea of tasting a green bowl with seafood seem delicious to you?

3. What is the price you would be willing to pay for the product?

4. In what way do you prefer the green mass?

5. Indicate the type of seafood you would like in your bolon

4.2.1. Identification of target market.

This means that it is a food product, widely consumed in our country, and

could be aimed at the general public.

However, it is somehow observed that this is required by people who work

and want a different breakfast, it is aimed at them as the target market.

From that point on, BolónMar is present so that people as a family can

go to the local future and consume.

4.2.2. Segmentation criteria.

Kotler defines segmentation criteria as the most used variables that exist between

the consumer market and industrial markets. BOLON DEL MAR, according to the

surveys carried out, has criteria that are detailed below.

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