SWOT ANALYSIS

STRENGTHS OPPORTUNITIES

 The product is innovative, made  Due to people's concern about

from wheat flour (40%), coconut consuming healthy foods,
flour (30%), and passion fruit peel consumers are characterized by
flour (25%) with passion fruit jelly. being open to trying new products
 The product meets the quality and and flavors, which can favor the
safety parameters and is a good sale of our product.
nutritious option.  Cover unsatisfied demand with a
 This product is a fiber supplement, product that takes care of health
this being its main benefit. and figure due to its high fiber
 The raw material is easy to content.
acquire and the existence of  Take advantage of obtaining raw
passion fruit processing materials through companies that
companies in the region means make products made from passion
that we can use the passion fruit fruit by providing us with the peels
peel into flour for human of this fruit.
consumption.  Spread our product in the media
 The aim is to reduce the and gain recognition.
proportion of wheat flour in the  Access high quality technology to
preparation of traditional cookies improve production.
with other flours based on coconut
and passion fruit peels.

WEAKNESSES THREATS
 Raw materials such as coconut  The existence of competitors in the
and passion fruit peel are market that are dedicated to the
seasonal, so production will only same activity and the presence of
be continuous. alternative products.
 Possible consumer apathy  Competition positioned in the
towards the product, especially for market can lower costs to try to
celiacs. offer more competitive prices and
 Being a new company we have no absorb microenterprises.
experience in the field and we are  Price variability of raw materials that
not going to obtain large profits. we will use in the production of the
 We do not have sufficient capital product.
so we will be forced to cover all  Unfair competition, copying the
expenses on our own. business idea.
 We are not yet a recognized
business in the market.
 PEDRO RUIZ GALLO NATIONAL UNIVERSITY
SCHOOL OF FOOD INDUSTRIES ENGINEERING

SURVEY
Objective: Study the future potential market for cookies based on wheat flour, coconut
and passion fruit peel with passion fruit jelly from the company Harimaraco SA.

1. Do you consume cookies?

__ Yeah No__
Because? ______________________________________________________
2. How often do you eat cookies?
a. Diary
b. Weekly
c. Biweekly
d. Monthly
3. Where do you buy cookies?

a. Store__ b. Supermarket__
c. Bakery__ d. kiosks__

4. Do you know the benefits of passion fruit peel flour?

__ Yeah No__
5. Would you like to consume cookies made from wheat flour, coconut flour and
passion fruit peel?

a. Yes__ b. not because?_______________________

6. How would you like the cookies?

__ Small but in greater quantity
__ Large (6 per envelope or box)
7. How would you like the packaging?
__Transparent in which you see the cookies
__Loose
__In a box for better preservation
__In a can so you can use it later
8. Does the color of the packaging influence your purchase?
__Yeah __No
If you choose the color:
__Pink __Black
__Celeste __Other
9. How much would you be willing to pay for them?
__1.00 __1.20 __1.50

Thank you very much for your kindness and for taking the time to answer this
survey!
 DATA PROCESSING AND INTERPRETATION

A survey was applied to 30 people with the objective of studying the future potential
market for cookies based on wheat flour, coconut and passion fruit peel with passion
fruit jelly from the company Harimaraco SA.

The results obtained from the survey were the following:

1. Do you consume cookies? TOTA PERCENTAG

L E
YEAH 29 96.7%
NO 1 3.3%
TOTAL 30 100%

1. ¿Consume galletas?

NO
3%

SI
97%

INTERPRETATION:
Of the total number of people surveyed, that is, of a total of 30 people, 96.7% consume
cookies and 3.3% do not consume said product because they do not like it or because
it harms them. This means that there is a potential market and a great demand for the
product.

PERCENTAG
2. How often do you consume cookies? TOTAL
E
Diary 24 80%
Weekly 3 10%
Biweekly 2 6,7%
Monthly 1 3,3%
TOTAL 30 100%
 2. ¿Con qué frecuencia usted consume
galletas?
Mensual
Quincenal 3%
7%
Semanal
10%

Diario
80%

INTERPRETATION
80% of people who consume cookies consume it daily, 10% consume it weekly, 7%
consume it biweekly and the remaining 3% consume it once a month, which means
that there is a significant demand for cookies.

PERCENTAG
3. Where do you buy cookies? TOTAL
E
Store 20 66,7%
Supermarket 5 16,6%
Bakery 2 6,7%
Kiosks 3 10%
TOTAL 30 100%

3. ¿En qué sitio compra usted las gal-

letas?
Kioscos
10%
Panadería
7%

Supermercado
17%

Tienda
67%
INTERPRETATION
Of cookie consumers: 67% buy it in a nearby store, 17% in supermarkets, 6% in
bakeries and 10% in kiosks.

4. Do you know the benefits of passion fruit peel flour? TOTA PERCENTAG
L E
YEAH 4 13,3%
NO 26 86,7%
TOTAL 30 100%

4. ¿Conoce los beneficios de la harina de

cascara de maracuyá?

SI
13%

NO
87%

INTERPRETATION:

87% of cookie consumers do not know the benefit of consuming passion fruit peel flour, which
is a rich source of fiber. Which tells us that the lack of knowledge of the product was total,
showing us an advantage.

5. Would you like to consume cookies made from wheat flour, TOTA PERCENTAG
coconut flour and passion fruit peel? L E
YEAH 27 90%
NO 3 10%
TOTAL 30 100%
 5. ¿Le gustaría consumir galletas a base de
harina de trigo, harina de coco y cascara de
maracuyá?

NO
10%

SI
90%

INTERPRETATION:

90% of cookie consumers would like to consume cookies based on wheat flour, coconut flour
and passion fruit peel. Giving us an advantage to be able to enter the market as a new product.

6. How would you like the cookies? TOTAL PERCENTAG

E
Small but in greater quantity 7 23,3%
Large (6 per box). 23 76,7%
TOTAL 30 100%

6. ¿Cómo desearía las galletas?

Chiquitas pero en
mayor cantidad
23%

Grandes (6 por caja).

77%

INTERPRETATION:

77% of cookie consumers would like to consume large cookies in presentations of 6 units per
box.
 PERCENTAG
7. How would you like the packaging? TOTAL
E
Transparent wherever you see the cookies 3 10%
Loose 4 13,3%
In a box for better preservation 18 68%
In a can so you can use it later. 5 16,7%
TOTAL 30 100%

7. ¿Cómo le gustaría el empaque?

Transparente en el que sea vea

las galletas
En una lata para poder 10%
usarla después Sueltas
17% 13%

En una caja para que se

conserven mejor
60%

INTERPRETATION:

60% of cookie consumers would like to consume cookies in boxes so that they are better
preserved, 17% in a can to use later and 13% in transparent bags in which the cookies can be
seen.

8. Does the packaging color influence your purchase? If the answer is PERCENTAG
TOTAL
yes E
Pink 5 10%
Black 12 13,3%
Sky blue 9 68%
Other 4 16,7%
TOTAL 30 100%
 8. ¿influye en su compra el color de empaque?
Si la respuesta es SI

Otro
13% Rosado
17%

Celeste
30%
Negro
40%

INTERPRETATION:

100% of cookie consumers do care about the color of the packaging, 40% of this population
likes black, 30% like light blue, 17% like pink, and 13% like other colors such as green.

PERCENTAG
9. How much would you be willing to pay for them? TOTAL
E
1.00 sun 3 10%
1, 20 sun 4 13,3%
1.50 sol 18 68%
TOTAL 30 100%

9. ¿Cuánto estaría dispuesta a pagar

por ellas?
1, 00 sol
12%

1, 20 sol
16%

1, 50 sol
72%

INTERPRETATION:

The majority of consumers surveyed are willing to pay for this new product for a price between
S/. 1.20 and S/. 1.50, which would be profitable for the company.
MARKETING AND SALES STRATEGY:
PRICE STRATEGY
PRICE:
Cost 0.90
How much are customers willing to 1.50
pay?
Competitor price 1.50
Sale price 1.20
Reasons for setting this price Innovative, highly nutritious product
with fiber
Discounts will be given to the Commercial stores institutions
following types or classes of
customers.
Reason for granting discounts. Purchase quantities
Credits are granted to the following Fixed client institutions
types or classes of clients.

PROMTION STRATEGY:
PROMOTION AND COMMUNICATION:
Advertising
Media: posters, advertising panel, web system, social networks, local radio, and
exhibition at agroindustrial fairs.
Advertising budget:
concept
Posters
Advertising panel
web system
radio
campaign speaker
Fairs
total

Promotion
 Tastings at fairs and brand launches
 Gifts of polo shirts to our distributors
Concept
Tastings
Samples

DISTRIBUTION STRATEGY:
Transfer of the product to the distribution point: the transfer will be carried out
with hired trucks.
Main distributors or distribution locations: grocery stores, warehouses, markets
and glass of milk programs.
Frequency of supply to distributors:
Distributor satisfaction monitoring: this will be carried out with weekly post-sales
visits.
DISTRIBUTION TYPE:
We will carry out massive distribution, since we will sell the product in all
possible establishments in the Lambayeque district.

DISTRIBUTION CHANNEL: THE DISTRIBUCTION CHANNEL WILL BE

SHORT, WHERE IT IS DETAILED IN THE FOLLOWING SCHEME:

 Make cookies from passion fruit peel flour and coconut flour
covered with passion fruit jelly