Subject:

Management of Small and Medium Enterprises.

Theme:
Business Plan Juices Your Fruit.

Date:
July 10, 2018

Index
I. Summary Executive.....................................................................................................4
II. Introduction...............................................................................................................5
Project Context.......................................................................................................6
Project Objectives
1.1 General Objective
6
1.3 Research Methodology..........................................................................................6
1.4 Type of research...............................................................................................6
The Industry........................................................................................................................7
2.1 Industry....................................................................................................................7
2.2 Economic outlook of Honduras for the year 2018...........................................7
2.3VeAdvantages and Disadvantages of the Business Plan..........................................................8
3. The Company....................................................................................................................9
3.1 Name of the company............................................................................................9
3.2 Company Description (NatuRicos, n.d.)
 3.3 Company Mission...............................................................................................9
9
3.5Vacompany lore...............................................................................................9
3.6 Objectives from the Company.........................................................................................9
3.7VeCompetitive advantages.............................................................................................10
3.8 Products offered:.............................................................................................10
4. The Market
4.1 Current Situation of the Company.............................................................................11
4.2 Suppliers............................................................................................................11
4.3 The intermediaries.................................................................................................11
4.4 Clients..................................................................................................................11
4.5 Description of your strengths and weaknesses..........................................................12
4.6 Key success factors of this market.................................................................12
4.7Vecompetitive advantage.............................................................................................13
4.8 Product Promotion.........................................................................................13
4.9 Pricing Fixation
5. Operations..................................................................................................................14
5.1 Analysis and Definition of the Product........................................................................14
5.2 Production Inputs..........................................................................................14
5.3 Distribution Structure.....................................................................................16
5.4 Location of the Company.................................................................16
5.5 Installed Capacity and Inventory Management..........................................................16
5.6 Required Labor........................................................................................16
 I. Executive Summary

Juices Your Fruit is a company that seeks to encourage the sustainable production of juices and
natural smoothies based on water and milk. Over time, it aims to expand, covering
thus a larger and new market, with long-term regional projections.

A study and interpretation of the target market, adjacent market, and

potential; that will be the recipients of the offered products. This demonstrates the
solidity of the business proposal and gives us a realistic and promising foundation for the
commercial expansion.

Through careful strategic planning, the aim is for an orderly expansion from
the national experience and through the achievements of financial, quality, and
we will seek regional entry into the market. The design of marketing strategies and of
communications seeks to create the necessary tools to face competitiveness.

The report contains the quantitative and qualitative results of the study.
which serves as a guide to Juices Your Fruit.
 II. Introduction

The present report seeks to outline the feasibility of expanding the sale of Jugos Tu.
Fruit. In the locality of San Pedro Sula and its surroundings, this initiative is going with the
the objective of taking advantage of the growing population and the need that arises from it
natural juices made with water and smoothies made with milk and water.

The documents presented below gather all the data and

characteristics that have been obtained as a result of qualitative research
and quantitative.

And that allow us to set the guidelines for decision-making,

The project consists of:

General context and current situation of the company.

Diagnosis of qualitative characteristics
Quantitative Reports

They detail all the relevant aspects of the Research that reveal to us
data that can serve as a basis for making the decision that it is a good option for
to be carried out and to have certainty about what the project consists of, in order to be
posed at the time it is to be carried out.
Additionally, the goal is to promote a modern industry based on high quality.
of services, which aims to prevail in a controlled and mechanized way in the environment
environment and investment projects to start off on the right foot.

Project Context

Project Objectives.

1.1 General Objective.

With this report, we aim for a relaunch of JUGOS TU FRUTA.

considering the current market and adjacent potential markets, the design of the
marketing and production strategy aims to create the necessary tools to
confront growth without losing the identity that characterizes it.

1.2 Specific Objectives

1. Diagnose the condition of the company’s production facilities and whether they are
according to the overall business strategy.
2. Establish the current and potential market to redirect plans as
products, price and distribution.
3. Identify the production capacity that the company has.
4. Gather the organizational structure necessary to carry out the project.
5. Project the financial results taking into account the strategy
organizational.

1.3 Research Method

Qualitative Research of the company. (Exploratory Approach)
Quantitative Research of the company. (Conclusive Approach)
Current situation of the company.
Company books, Internet, interview with company members.

1.4 Type of research

Types of descriptive and explanatory research.

The Industry

2.1 Industry
Before the arrival at the processing station, a follow-up of the material is carried out.
First, like fruits, vegetables, water, ice, milk, and other components, cereals among others.
others.

The fruit undergoes an inspection where those that are not suitable are eliminated. From this
This way we ensure that only the suitable fruit will ultimately be converted into juice.

Freshly squeezed fruits and vegetables are among the most nutritious foods that are
they can be included in the diet. Quick to assimilate and absorb, natural juices appear
as an excellent source of vitamins and minerals, especially beta carotene,
vitamin C and potassium.

Furthermore, by containing bioactive substances, they contribute to prevention.

cardiac, brain disorders, and different types of cancer, while improving the
view, muscular work and the functioning of the kidneys and intestines

Natural Juices

Fruit juice or juice is the liquid substance that is extracted by blending.

usually under pressure, although the set of intermediate processes may imply
the cooking, grinding, or centrifugation of the original product. Generally, the term
refers to the liquid resulting from squeezing a fruit. Thus, for example, the juice or
Orange juice is the liquid extracted from the orange fruit. It is often sold
packaged juices, which go through a process during their production that causes them to lose
part of its beneficial nutritional properties, a serving of juice is equivalent to a
portion of fruit.

2.2 Economic outlook of Honduras for the year 2018

The beginning of each year is generally marked by the hope that the following ones
twelve months will be better than their predecessors. In the case of Honduras, there are not many
indicators that allow us to be optimistic. The international economy is still
maintains with little dynamism due to the 'great recession' of 2009 and the growth
The economy of the United States, our main trading partner, will remain low.

This is one of the reasons for the growth prospects of the gross domestic product.
gross (GDP) in the country for 2018 is located between 3% and 3.5%, with a growth
of the 2% population, it means a per capita growth between 1.0% and 1.5%,
insufficient to reduce unemployment and poverty. Likewise, we are in an election year
where domestic and foreign private investment moderates the start of their projects
from investments, awaiting the electoral results of November.

There is a third factor that will also affect the economic growth of the present.
year, as is the case with the high fiscal deficit. To everyone's surprise, the deficit of
the central government that was projected at 3.5% of GDP for 2012 is coming to an end
about 6%, or almost double. In terms of amounts, this meant that
we would go from a budget of 79 billion lempiras to a budget of more
of 90 billion, or perhaps even higher, when the final settlement is made.

The economic panorama would need to include the very complex social condition in the country.
where in recent years poverty and extreme poverty have increased in a
5% and where the 10% of the lowest income population only receives 0.7 of the
national income, while the richest 10% receive 40.6%. Likewise, the levels
Unemployment and underemployment account for more than 40% of the economically active population.
and insecurity hits the population, mainly the poorest sectors

In summary, the economic, social, and political outlooks are not the most favorable.
encouraging for Honduras in 2013, nor are there serious signs of change
on course. In good Honduran, "we will have more of the same" which is already
overwhelming.

2.3 Advantages and Disadvantages of the Business Plan

Advantages

Collaboration and easy access to industry data

The knowledge of a similar market with certain homogeneous characteristics.
The experience in the field by members of the study group.
Positive attitude of the group and high coordination among team members
research.

Disadvantages

Time: the team has little time to conduct the research.

Conservative company, in the sense that they do not share all the information.

3. The Company

3.1 Company Name

JUICES YOUR FRUIT.
3.2 Description of the company JUGOS TU FRUTA.
We are a company dedicated to the sale of 100 percent natural juices.
smoothies based on water and milk, created to meet needs
nutritional needs of our consumers, constantly innovating.
We develop high-quality fruit-derived products at a fair price.
These are sold in our stores located in the food court of DIUNSA.
and the center of San Pedro Sula. Always having as a basic principle to maintain
our promise to offer 100% natural high-quality products for everyone
our consumers

3.3 Company Mission

To be leaders in the natural juice industry by consistently producing quality.
better price.

3.4 Company Vision

Become the company with the highest sales of 100% fruit juices or smoothies
natural, providing excellent natural products and good customer service.

3.5 Company Values

Personalized treatment for clients
Corporate responsibility towards consumers
Innovation
Quality and excellence
Organization
Honesty
Commitment.

3.6 Company Objectives

General objectives

Investigate the clients' needs regarding how important it is to them

that the company provides this type of products and how willing they are
to acquire it.
Know the current positioning of the company in the market regarding the
acceptance and marketing of their products
Hire the best team to deliver quality products on time
optimal

Specific objectives

Investigate the buying behavior of consumers towards the

product.
 Investigate if the company is satisfactorily meeting the needs.
of the consumers.
Open more sales points in the nearby areas of San Pedro Sula.
Progress, La Lima, Villanueva.

Size of the Company

Microenterprise

3.7 Competitive advantages

Taking advantage of the fact that there are very few companies producing in the country's market.
quality natural juices.

To be a 100% natural product without preservatives.

It manages different presentations and flavors that satisfy the needs of

consumer

It is made under strict safety and hygiene standards, generating trust in

consume it.

3.8 Products offered:

Products: Natural juices made from 100% natural fruits.

Milk-based smoothies, combined with cereals, fruits.

SWOT Analysis

STRENGTHS OPPORTUNITIES

5 years of experience in the Unexpected growth of the

production of natural juices. product demand.

Consolidation with clients Greater acceptance by the

locales. consumers to a new concept
in juices.

Strong supply channels. Increasing trend of consumption of

Supermarkets and pharmacies. juices in our country.

WEAKNESSES THREATS
 Lack of advertising for the products in The possible competition in the future.
social networks.
Low advertising
Lack of technology. Computers,
inventory control. Great competitors good
established in the area.
Capital needs.

Little personal.

The Market

4.1 Current Situation of the Company.

Both the company and the product have an important level of development because
both are in their growth stage, which is why it is important to carry out
certain processes that allow for better marketing of the product. Also to
At the product level, investments must be made that allow the company a new
production methods at a semi-industrial or industrial level that can be used to
guarantee the quality of the product without losing its essence. The product currently is
markets with medium quality in terms of presentation and place the security seal on
each bottle, important aspects that support its warranty. Likewise
the presentation vignette should be modified to add visibility and elegance to the product
and that equally allows the consumer to learn more about the history of the
product, its preparation and origin. Regarding the quality perceived by the
It is gratifying for the consumer to consider that demand is increasing as it has not
fully achieved due to lack of capital to invest in larger amounts of
production.

4.2 Suppliers
Since the production of the product is a quick and artisanal process the
The necessary inputs are easy to obtain, whether it is the raw material or the...
necessary materials for production.
4.3 The intermediaries
The Property: To ensure good business management, it is intended to legalize each
one of the steps and/or elements to be used in the elaboration process and
marketing of juices, for which the following will be implemented
regulations.

For the purposes of processes, these will be prepared using the 'Secret' model.
"Industrial", which will allow the company to carry out any procedure regarding the
the preparation of its products without this having to be disclosed to any institution. In
As for the development of the names to be used, the registration process will be carried out.
Brands, with this it will be established that the brand JUGOS TU FRUTA cannot be
used by no other institution or product.

4.4 Clients
Market Analysis

The segmentation of the audience to be served is defined based on criteria of tastes and
Preferences of people.

Target Market The main consumer of the product has no age limit due to
that its preparation is based on 100% natural fruits and cereals can be consumed
by people of all ages.

Adjacent Market: Here we can mention the people who are looking to take a
healthy lifestyle, natural juices are an excellent option and for this reason they are
most suitable consumers for our product

Potential Market are all the people who are not within the target market
but that they could occasionally acquire the product either on special occasions or
for the pleasure of trying something new.

Competition

Currently, there are only a few producers of fruit-based juices on a smaller scale.
which are on the rise. Furthermore, there are several wine importers in the country.
of grapes through which the country supplies itself with this product.

4.5 Description of your strengths and weaknesses.

Weaknesses

The culture of drinking natural juices and the importance of it has not been created.
consumption of this type of products for people's health.
It is positioned as a product 'for special occasions'

Fortresses

Product with growth availability in the sector.

 Little competition that produces 100% natural juices.
Little competition that produces smoothies based on milk and combined cereals.
with fruit.

Threats

Potential reaction of your competitors to the launch of the new business.

Opportunities

Increase persuasion so that the consumer remembers your brand and prefers it.
product.
Brand strategies.
Emphasis on the quality of their products and specialization developed in their
development in addition to their long business trajectories.

4.6 Key success factors of this market

The changes that the national market has experienced in other areas, in terms of
consumption of this type of products. Undoubtedly, the quality of the juice has improved.
and this makes it more attractive and acceptable for consumers and clients
new. They cover topics ranging from serving a glass to being able to recommend it.

4.7 Competitive advantage

Natural juices Juices Your Fruit. create a unique competitive advantage filled with
benefits.
First is a product with Honduran identity, and it is made from
tropical fruits native to the region and cultivated by farmers in the sector.
Secondly, the transparent process through which the fruit goes offers to the
a consumer of an organic and quality product that is not found in the
competition. Thus providing an ecologically responsible benefit to the consumer.
The product being offered has many features that will allow it to
to differentiate from the products currently offered in the market.

4.8 Product Promotion.

Advertising: currently, advertising is through social media.

Brand: the product image is very good in the local sector.

Presentation: The product is currently marketed with medium quality at the level of
presentation of important aspects that support its guarantee. Likewise
The presentation vignette must be modified to add visibility to the product.
elegance.
4.9 Pricing
As a family-owned company that does not have too many operating expenses, it provides
a considerable profit margin of 50%.

The prices are calculated based on market research conducted to understand the
from the competition by finding a balance that allows the company to win and
maintain a good position in the market regarding prices.

Product Price
Essence of fruits L.30.0
Fruit Juice L.35.00
Fruit smoothie L.35.00
Milk-based smoothie L.45.00
Slushie L.28.00

5. Operations.

5.1 Analysis and Definition of the Product

Natural juices are quick to assimilate and absorb, natural juices are a
excellent source of vitamins and minerals, especially beta-carotene, vitamin C and
potassium.

With the help of vitamins A, E, and C, the body fights against free radicals. And
citrus, kiwi, strawberries, and green leafy vegetables lead the legions
antioxidants. To be more effective, it is best to consume them freshly made
because vitamin C, when in contact with oxygen, loses some of its
properties.

If you are on a low-calorie diet - to lose weight - it is preferable that you eat
whole vegetables or fruits because when they are squeezed, the fiber percentage decreases.

In contrast, whole grains provide the same calories but retain the portion of
fibers. These are irreplaceable as they provide a feeling of fullness and improve the
intestinal function in addition to helping lower cholesterol.

If we talk about benefits, the list is long. Juices cleanse the body from the inside.
They contain bioactive substances that contribute to the prevention of ailments.
cardiac, cerebral, and different types of cancer.

Why consume natural juices?

It is essential to emphasize the importance of fruit consumption and the establishment of this.
custom as part of a new culture, "the culture of responsible consumption and
healthy.” This is why it is important to highlight that:
The healthy consumption pattern is one that considers the quantity, the timing, and
the frequency or regularity of consumption.

The family environment is essential for children and young people to acquire the habit of
consumption of natural juices along with their food.

5.2 Production Inputs

Due to the proposal to produce natural juices in an artisanal way (in a

The technological requirements are not very large or highly developed.
Industrial. The juices are prepared by the customer service staff under strict conditions.
Hygiene standards in view of the customer.

Preparation.

The preparation depends on the type of raw material used. For certain fruits like
peach, pear, apricot, tomato, etc. a different type of machinery is used than the
which is used for others like oranges and tangerines.
But they all have some processing stages that are common. These stages are usually
employees in the industry are:
Pre-selection before entering the plant
Before arriving at the processing facilities, a follow-up is conducted.
fruit in the field to harvest it at the optimal point of ripeness.

Reception
The raw material is taken every morning to each branch.
consists of ice, purified water, skim milk, whole milk, and soy milk, cereals, sugar,
cups for their preparation and other beverages.

Washing
It constitutes the first stage of the processing line. The fruit is subjected to a wash.
energetic with water. Its goal is to ensure hygiene.

Selection:
The fruits are purchased from a local supplier who is responsible for the supply.
just like other supplies that are bought in local supermarkets.

5.3 Distribution Structure

The distribution and consumption of natural juices is by its nature that of a good that does not
it is essential because the supply chain is short
From the factory, it goes to the distributors and then to the final consumer.

5.4 Location of the Company

The company is located in San Pedro Sula, and currently there are no short-term plans.
open new production offices since it is a durable product the efforts must
focus on the distribution chain.
5.5 Installed Capacity and Inventory Management
Over time, the company has enough inventory to produce what
Here it is planned, and the management is supervised by people with many years of experience.
experience.

5.6 Labor Required

It has an advantage that production does not require much handling, on the contrary.
It should be ensured that it is in the appropriate environment and effective care.
You have the right people with experience and to be able to complete the tasks, hiring is necessary.
a personal according to the budget.