CENTRAL GALLETAS MARIE S.A.

C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C
“Year of dialogue and national reconciliation”
Peruvian University Los Andes
FACULTY OF ADMINISTRATIVE AND ACCOUNTING SCIENCES

COMPANY:

CENTRAL GALLETAS MARIE SAC

UEC : Sales management

TEACHER: Miguel Samaniego

STUDENTS : Huarcaya Chávez, Aníbal – elunico_labina@hotmail.com

Melchor López, Rosmeri – rosmeri_tkm_11@hotmail.com
Montalvo Rojas, Rosa – rosa_bejj_teama@hotmail.com
Palomino Mescua, Jhordan – jhor_paul@hotmail.com
Romero Romaní, Nataly – natysusan.romero@gmail.com

SECTION: B1

CYCLE: IX
HUANCAYO-2018

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CHAPTER I:................................................................................................................................5
COMPANY ANALYSIS..............................................................................................................5
1.1 Company data................................................................................................................5
1.1.1. Background...............................................................................................................5
1.1.1.1. Main achievements..........................................................................................6
1.1.1.2. Legal framework...............................................................................................6
1.1.1.3. Brand value.......................................................................................................8
1.1.1.4. Logo...................................................................................................................8
1.1.2. Strategic Direction...................................................................................................8
1.1.3. Organization chart...................................................................................................9
1.2. Situational diagnostic......................................................................................................9
1.2.1. Macro Environment Analysis................................................................................10
1.2.1.1. Demographic Factor......................................................................................10
1.2.1.2. Economic factor................................................................................................0
1.2.1.3. Political Factor................................................................................................14
1.2.1.4. Competitive Factor.........................................................................................15
1.2.1.5. Technological Factor:....................................................................................23
1.2.1.6. Legal Factor....................................................................................................26
1.2.2. Micro Environment Analysis.................................................................................32
1.2.2.1. Suppliers.........................................................................................................32
1.2.2.2. Customers.......................................................................................................33
1.2.2.3. Financial intermediaries................................................................................37
1.2.2.4. Substituted Products.....................................................................................38
1.2.2.5. New Entrants..................................................................................................39
1.2.3. Analysis of Functional and Linear Organization Chart........................................0
1.2.4. SWOT Analysis........................................................................................................0
STRENGTH..............................................................................................................................1
THREATS.................................................................................................................................1
WEAKNESSES........................................................................................................................1
OPPORTUNITIES...................................................................................................................1
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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1.2.5. Market Research Analysis......................................................................................1
1.2.6. 7ps marketing mix analysis....................................................................................1
1.2.6.1. Product..............................................................................................................1
1.2.6.2. Price...................................................................................................................4
1.2.6.3. Square...............................................................................................................4
1.2.6.4. Staff....................................................................................................................6
1.2.7. Financial Analysis of the Company and Indicators..............................................7
CHAPTER II: STRATEGIC COMMERCIAL DECISIONS..........................................................9
2.1 Goals...............................................................................................................................10
2.1.1 General objective...................................................................................................10
2.1.2 Specific objectives.................................................................................................10
2.2 Company Competitiveness...........................................................................................10
2.3 Market Management.....................................................................................................11
2.3.1 Market Segment.....................................................................................................11
2.3.2 Brand Concept.......................................................................................................13
2.3.3 Positioning..............................................................................................................13
2.4 . Generic Strategies.......................................................................................................14
2.4.1 Growth Strategy...........................................................................................................15
2.4.2 Competitive strategy..............................................................................................15
2.6 Schedule and Budgets....................................................................................................0
ANNEXES............................................................................................................................................2

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 CHAPTER I:
COMPANY ANALYSIS
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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CHAPTER I:
COMPANY ANALYSIS
1.1 Company data
 Company Name: “CENTRAL DE GALLETAS MARIE SAC”
 Location: La Huaycha Highway No. 635-Mito-Concepción.
 General Manager: Alanya Pérez, Feliciano
 RUC: 20568206399
 Company Type: Closed Stock Company
 Condition: Active
 Activities Start Date: January 28, 2013
 Legal Address: Central Highway N°635 – Mito
 District / City: Concepción
 Department: Junín
1.1.1. Background
History
The company CENTRAL DE GALLETAS “MARIE” SAC is located at
Carretera La Huaycha, N° 635 – Mito in the Concepción province, Junín
department, with Mrs. Rodríguez Chávez as legal representative with
RUC: N° 20568592175, the company is dedicated to the production of
bakery products, it has been operating for thirty years in the Mantaro
Valley.
It began its activities on January 28, 1986, it is a Peruvian company that
has preserved that tradition. Its product is considered a nutritious food that
is easily accessible and affordable.
Central Galletas Marie SAC.” He established the first cookie processing
plant of this type thirty years ago in the Mantaro Valley. The company
currently produces the Marie-type water biscuit line in different
presentations and is in the process of expansion since the market
demands high quantities.

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 María cookies are classic cookies, with a lot of history and the most
consumed in our region. They do not contain chemical additives or
disintegrating elements that harm the body. Contrary to this, they constitute
a healthy and nutritious element, with light biological value and subtle
flavor.
It is a cookie low in calories, fats and sugars, and with a very pleasant and
satisfying flavor. They are used for breakfast and snacks, but they are also
widely used in desserts. All of this is very well known by cookie
manufacturers, and that is why that the main brands manufacture them, in
all their formats, and all the private labels market them.
On the other hand, for five years the company has been supporting
different social recovery institutions such as: the group of Alcoholics
Anonymous SA, children's shelters and the women's prison located in the
province of Concepción, thus providing them with financial support.

1.1.1.1. Main achievements

• In the province of Huancayo Galletas Marie SAC It has positioned
itself so that it is currently one of the leaders in the market; however,
it is one of the most sold cookies in the region. This company has
already been in the market for many years.
• The company currently produces water biscuits in different
presentations and is in the process of expansion, since the market
demands high quantities; Likewise, CENTRAL DE GALLETAS
MARIE is producing large quantities of school breakfasts for different
areas of the region, supporting the QALIWARMA program, thus
promoting the industrial activity of the area and the generation of
employment for the local population and in this way favoring the
economic development of the region.
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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1.1.1.2. Legal framework
The Company GALLETAS MARIE, a closed public limited company,
hereinafter the Company is governed by the General Companies Law
No. 26887.
Law for the Promotion of Medium and Small Businesses No. 28015.
Being a right of the Company to plan, organize, direct and control the
Work Center, this right includes, among others, the following powers:
Update the Organization and Functions Manual, becoming an
institutional management instrument whose objective is to determine
the vision, mission, nature, purpose, objectives general functions and
organization of MARIE SAC The Organization and Functions Manual
of the Company The Company GALLETAS MARIE, a closed
corporation, describes the specific functions and responsibilities at
position levels, developed from the organic structure and general
functions established in the Organization and Functions Regulations,
as well as the basis of the requirements of the positions considered in
the personal assignment table
Its practical application is in accordance with the standards
established for all levels of the Company, resulting in the benefit of
adequate standardization, standardizing it, making it accessible and
operational in the work of the management bodies to achieve their
objectives and goals.
The Organization and Functions Manual must be constituted for
members of senior management, officials and workers of the
company, a permanent source of reading, consultation and
monitoring that allows adequate updating in accordance with
organizational modifications and legal provisions.
BRAND:
The company's brand is MARIE, which is a copy of a foreign
company that produces cookies. This brand is already positioned in

7
 the market with a good quality product and categorized as a dietary
product and registered in public and health registries (DIGESA).

1.1.1.3. Brand value

The company is not competent in price, but in quality, flavor and
tradition.
The value of the brand is reflected in the degree of loyalty of the
company, in the quality of the product. The positioning was done
through the quality of the product, the treatment of consumers and,
above all, the healthiness that the company provides.
1.1.1.4. Logo

1.1.1.5 Slogan

A TASTE THAT
DIFFERENTIATES YOU
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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NTRAL GALLETAS MARIE S.A.C
1.1.2. Strategic Direction

Visión
“Ser para el 2024 la empresa líder a nivel
regional y nacional en la elaboración y
comercialización de productos panificados con
un componente humano comprometido y
calificado”
Misión
“Ser líder en la comercialización de productos
panificados, satisfaciendo las necesidades de
nuestros clientes superando sus expectativas”
VndddddalorKJJeVa

Valores:
Honestidad ,Lealtad,Confianza, Perseverancia,
Responsabilidad

Source: (Team's own elaboration)

1.1.3. Organization chart

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 1.2. Situational diagnostic
1.2.1. Macro Environment Analysis
1.2.1.1. Demographic Factor
Since the company under analysis is located in Concepción, but it is
normally sold in Huancayo, and considering that the area of
metropolitan Huancayo (Huancayo, el tambo and chilca) we will base
our entire demographic analysis on these three areas.
a) Population of Huancayo
The population of metropolitan Huancayo (Huancayo, El Tambo and
Chilca), according to department statistics from JUNIN 2015, published
by the National Institute of Statistics and Informatics.

DISTRICT NUMBER OF INHABITANTS

The Tambo 146847

Huancayo 119225

Chilca 77392

TOTAL 343464

Table No. 6

Source: (Prepared by the team) INEI population projection 2015 see Annexes

In the table we note that the number of inhabitants in the Tambo district

makes a total of 146,847 inhabitants, in Huancayo we have 119,225 inhabitants,

and in Chilca with the smallest number of inhabitants of 77,392 making a total of

343,464 in metropolitan Huancayo.

 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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b) Sex and Age of the Population

The ages of the population of Huancayo, according to age intervals, ranging from 5 to 79 years, are detailed in the
following table:

Table No. 7
TOTAL POPULATION OF METROPOLITAN HUANCAYO, BY SEX, ACCORDING TO AGE GROUPS 2015

METROPOLITAN
HUANCAYO THE DAM CHILCA
Age in five- HUANCAYO
year groups Wome Wome Wome Wome
% Total Man Total Man Total Man Total Man
n n n n
From 5 to 9
9,5 32510 16608 15902 11092 5570 5522 13124 6796 6328 8294 4242 4052
years
From 10 to 14
10,6 36309 18357 17952 12264 6096 6168 14754 7536 7218 9291 4725 4566
years
From 15 to 19
10,8 37224 18145 19079 12650 6104 6546 15535 7606 7929 9039 4435 4604
years
From 20 to 24
10,2 34989 16686 18303 11909 5554 6355 14940 7234 7706 8140 3898 4242
years
From 25 to 29
8,5 29209 13423 15785 10038 4646 5391 12627 5779 6848 6544 2998 3546
years
From 30 to 34
7,5 25626 11659 13967 8964 4137 4827 11275 5145 6130 5387 2377 3010
years
From 35 to 39
6,6 22760 10111 12649 8057 3605 4452 9768 4278 5490 4935 2228 2707
years
From 40 to 44 5,9 20296 9052 11244 7151 3214 3937 8836 3889 4947 4309 1949 2360
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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years
From 45 to 49
5,1 17529 7856 9673 6479 2953 3526 7528 3263 4265 3522 1640 1882
years
From 50 to 54
4,3 14925 6666 8259 5437 2454 2983 6673 2918 3755 2815 1294 1521
years
From 55 to 59
3,4 11536 5345 6191 4108 1946 2162 5283 2398 2885 2145 1001 1144
years
From 60 to 64
2,6 9006 4336 4670 3145 1487 1658 4273 2047 2226 1588 802 786
years
From 65 to 69
2,1 7213 3486 3727 2530 1180 1350 3386 1715 1671 1297 591 706
years
From 70 to 74
1,4 4947 2313 2633 1758 786 971 2338 1116 1222 851 411 440
years
From 75 to 79
1,2 3962 1867 2095 1520 698 822 1702 831 871 740 338 402
years

We must note that the previous table only includes the ages of interest for the company (target group). Which, as
can be seen, is equivalent to 89.7% of the total population of Metropolitan Huancayo, this means that the company has
considered consumers from 5 years old to 79 years old .

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 C) Number of children

Since the consumption of cookies in their various presentations will be

considered as an interest group such as families, it will be important to

determine the number of children that families have in the city of

Huancayo (urban area), this is important , since, in the consumption

decision at the family level, children have an influential role regarding

the place of their preference.

Table No. 8

POPULATION OF HUANCAYO BY DISTRICT, ACCORDING TO AREAS OF

RESIDENCE AND NUMBER OF CHILDREN

Residence Huancayo District

Area 01 02 03 04 05 06 07 08 09 10

Child childr childr childr childr childr childr childr childr more

ren en en en en en en en en childr

en

Total 7382 7407 5107 3266 2077 1412 953 594 297 258

Urban 7295 7334 5037 3205 2034 1373 92 580 286 250

Rural 87 73 70 61 43 39 26 14 11 8

Residence El Tambo District

Area 01 02 03 04 05 06 07 08 09 10

Child childr childr childr childr childr childr childr childr more

ren en en en en en en en en childr

en
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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Total 9644 9519 6654 4345 2960 2037 1361 811 418 299

Urban 9311 9137 6364 4095 2766 1879 1242 743 382 281

Rural 333 382 290 250 194 158 119 68 36 18

Residence Chilca District

Area 01 02 03 04 05 06 07 08 09 10

Child childr childr childr childr childr childr childr childr more

ren en en en en en en en en childr

en

Total 4546 4311 3135 2309 1609 1081 778 76 256 188

Urban 434 4129 2898 2188 1509 1025 735 439 244 172

Rural 205 182 146 121 100 56 43 37 12 16

Source: (Prepared by the team) INEI -National Population and Housing Census 2007- see

annexes.

It is observed that, in the district of Huancayo, in the urban part there are 7,334

people who have only 2 children, while those who have 10 or more children are

only 250 people, as for the rural part it is observed that there are more people

than They have 1 child, which is 81 people, and there are only 8 people who have

10 or more children. In the district of El Tambo it is observed that in the urban part

there are more people who have one child, which is 9,311 people, while in the

rural part there are more people who have 2 children, which is a total of 382

people.

In the district of Chilca in the urban part there are more people who have a

child as in the rural part, which in total is 4546 people.

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 D) Degree of Instruction

Table No. 9

POPULATION AGED 3 YEARS AND OLDER, BY EDUCATIONAL LEVEL

ACHIEVED, ACCORDING TO DISTRICT

NIVEL EDUCATIVO ALCANZADO

Distrito S UP ER IOR S UP ER IOR S UP ER IOR S UP ER IOR N O
Total Sin nivel INICIAL Primaria SecundariaN O UN IV. N O UN IV. N O UN IV. UN IV.
IN C OM P . IN C OM P . IN C OM P . IN C OM P .

Total 305831 22227 8067 72209 102535 17459 21604 24341 37389
Huancayo 104663 7315 2718 24004 34911 5932 7400 8794 13589
El Tambo 132096 8564 3355 28644 42526 7961 10916 11475 18655
Chilca 69072 6348 1994 19561 25098 3566 3288 4072 5145

Source: (Prepared by the team) INEI-national censuses and housing 2007-see annexes

In the urban areas of the three main districts of Huancayo, the population,

according to its degree, is distributed according to initial, primary, incomplete

and complete non-university higher education. This educational level, to a

certain extent, can condition the demands of consumers regarding the

products that are sold since they have more information according to their

level of education, but being a minority in the city of Huancayo, it does not

constitute a strong threat.

E) Socioeconomic Stratum

Table No. 10

DISTRIBUTION OF URBAN PEOPLE BY SOCIOECONOMIC LEVELS - 2015

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TOTAL HUANCAYO THE DAM CHILCA

TOTAL 364010 116953 161429 85628

LEVEL A 7738 2807 3390 1541

LEVEL B 25975 9356 11139 5480

LEVEL C 99663 31343 45200 23120

LEVEL D 110473 35671 48429 26373

LEVEL E 120161 37776 53272 29114

Source: (Each team's own elaboration) INEI Data ENAHO 2014 Peruvian Association of
Market Research Companies (APEIM-2015)

We observe that the total number of people in the city of Huancayo is 364,010

people, which in the district of Huancayo 37,776 belong to level E of the

socioeconomic levels, while 2,807 belong to level A of the socioeconomic

levels, on the other hand, in In the district of EL TAMBO, there are also more

people in level E of the socioeconomic levels, which are 53,272 people, and

there are 3,390 in level A of the socioeconomic levels. In the district of Chilca,

most of its population belongs to level E of the socioeconomic levels, which are

29,119 people.

f) PEA

The Economically Active Population that works and those that do not work,

these data will help us determine the purchasing power of people who

work, in Peru there is a high unemployment rate, but this does not cause

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 an imbalance in product sales. bakers, since the product we offer is not

expensive and is easily accessible to anyone who wants to consume it.

Our product is good at meeting primary needs.

Table No. 11

POBLACIÓN DE 6 AÑOS A MAS, POR CATEGORIA DE OCUPACION (PEA), SEGÚN DISTRITO

Categoría de Ocupación
Trabajador Trabajador
Distrito Empleador trabajador(a)
Total Empleado Obrero independiente familiar no
o patrono del hogar
o por cuenta propia remunerado
Total 124643 47484 13684 52049 2894 5670 2862
Huancayo 44516 17397 4048 18754 1036 2197 1084
El Tambo 53535 22412 6112 20262 1328 2146 1275
Chicla 26592 7675 3524 13033 530 1327 503
F ue nte : IN EI - C e ns o s N a c io na le s de P o bla c ió n y Viv ie nda 2 0 0 7

38.1 11.0 41.8 2.3 4.5 2.3

Economically Active Population 2007

POBLACIÓN DE 6 AÑOS A MAS, POR CATEGORIA DE OCUPACION (PEA),
SOURCE: INEI – national population and housing census 2007
5%
In the city of Huancayo, the EAP is 2% distributed according to the level of
2%
employment, and in the graph presented it can be seen that 42% of the people
38%
work independently and on their own, this means that the majority of these
people have their own business, 38% are employees, this means they work for
companies, whether public or private; 11% work as workers and are dedicated
to agriculture, 5%42%are unpaid family workers; 2% work providing employment
to other people and the other 2% work as housewives in their respective
homes. All of them currently working with S/850.00, which is currently the
minimum vital remuneration. 11%

Graph No. 6

Empleado Obrero Trabajador Empleador Trabajador trabajador(a)

independiente o patrono familiar no remunerado del hogar
o por cuenta propia
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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F ue nte : IN EI - C e ns o s N a c io na le s de P o bla c ió n y Viv ie nda 2 0 0 7
NTRAL GALLETAS MARIE S.A.C
38.1 11.0 41.8 2.3 4.5 2.3

POBLACIÓN DE 6 AÑOS A MAS, POR CATEGORIA DE OCUPACION (PEA),

5%
2% 2%
38%

42%

11%

Empleado Obrero Trabajador Empleador Trabajador trabajador(a)

independiente o patrono familiar no remunerado del hogar
o por cuenta propia

SOURCE: INEI – national population and housing census 2007

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 1.2.1.2. Economic factor

a) Consumer income level

Regarding the economic situation that consumers are going through, we will first analyze the income level according to the
Ministry of Labor and Employment Promotion. We can see that salaries do not affect our company much since the product
that “MARIE” cookies offers.
It is very accessible to the entire population, be it executives, employees and workers.

Average Monthly Remuneration According to Category, Huancayo 2008 – 2015

MONTHS
WORKER
OCCUPATIONAL
CATEGORY 2008 a/ 2009 a/ 2010 a/ 2011 a/ 2012 a/ 2013 a/ 2014 a/ 2015 a/

4,28 4,442 4,59 4,753 4,90 5,064 5,22 5,375 t

EXECUTIVE 0.05 5.1
7.43 .87 8.30 .73 9.16 .60 0.03 .46 =
1,58 1,632 1,67 1,723 1,76 1,813 1,85 1,904 t
EMPLOYEE 0.04 3.I
6.95 .30 7.65 .00 8.35 .70 9.05 .40 =
76 779 79 803 81 828 84 853 t
WORKER 0.02 1.8
6.76 .11 1.46 .82 6.17 .52 0.88 .23 =
Projected Information 2008 - 2015 - UPLA Research Students.
SOURCE: MINISTRY OF LABOR AND EMPLOYMENT PROMOTION / OGETIC / STATISTICS
OFFICE
DATABASE: ELECTRONIC RETURN / T-Registration 2014
 Regarding the economic situation that consumers are going through, we will
first analyze the level of income, according to projected information from the
research students project that by 2015 the average monthly remuneration of
executives would exceed s/ 5,375.46 nuevos soles, that of employees
amounts to 1,904.40 nuevos soles, and that of workers amounts to 853.23
nuevos soles, with a trend of improvement in the average salary based on
the year 2008.

a) Family Basket

The family basket considers all the products that each household purchases
month by month.

The structure of the family basket for calculating the consumer price index
based on the year 2009 – January 2016 is made up of eight large groups.

LARGE CONSUMPTION
WEIGHING
GROUPS

GENERAL INDEX 100

YO. Food and drinks 44.13

II. Dresses and shoes 6.43

III. Housing rental, comb.electric. 7.81

IV. Furniture, fixtures and

maintenance. Housing 4.67

V. Care, health care and service.

Med. 3.43

SAW. Transport and

communications 12.84

VII. Recreation, fun, service,

culture and education. 14.24

VIII. Other goods and services 6.44

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Source: (Each team's own elaboration) with reference to information from the
Departmental Office of Statistics and Informatics-Junín, see Annexes.

Chart No. 1

Structure of the family basket

6,44%

14.24%

44,13%
12.84%

3.43%

4.67% 7.81%
6.43%
I.Alimentos y bebidas II.Vestidos y calzados
III.Alquiler de vivienda,comby electric. IV.Muebles, enseres y mant. De vivienda
V.Cuidado,cons.de salud y serv. Med. VI.Transportes y comunicaciones
VII.Esparc.,diversion,serv.,cult.y de ens. VIII. Otros bienes y servicios

Source: (Elaboration by the team based on the previous table)

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Regarding this table, we observe that the group that has the highest weighting
is Food and Beverages with 44.13%, followed in order of importance by
Leisure, Fun, Cultural and Educational Services with 14.24%, Transportation
and Communications with 12.84%. , Housing rental, fuel and Electricity
7.81%, Other Goods and Services 6.44%, Clothing and Footwear 6.43%,
Furniture, Appliances and Home Maintenance 4.67%, while Care, Health
Conservation and Medical Services recorded a decrease of 3.43 %.

As for the largest percentage of the family basket, it belongs to the food and
beverage category, which means that the population of Huancayo spends
more on food, drinks, etc. Therefore, this is beneficial for the company
“MARIE” since this consolidated company is dedicated to the production of
cookies, which belongs to the food sector.

b) Socioeconomic Levels

Socioeconomic level or status is a total combined economic and sociological

measure of a person's work preparation and the individual or family's
economic and social position in relation to other people, based on their
income , education and employment. When analyzing the socioeconomic
level of a family, household income, education levels , and occupation, as
well as combined income, are analyzed.

Socioeconomic status is generally classified into three categories, High,

Middle, and Low into which a family can be placed .
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Source: APEIM 2015 data ENAHO

Table No. 2

HOUSEHOLDS - SOCIOECONOMIC LEVEL (JUNIN) - URBAN-+ RURAL

(%)
DEPARTMENT

TOTAL AB c d AND SAMPLE MISTAKE (%)

JUNIN 100% 7.7 19.6 23.5 49.3 1.343 2.7

Source: (Elaboration by the team based on the previous table)

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 In the socioeconomic level of interest there are 1,343 households, this is the
number of households that belong to the NSE AB, C, D and E of the
department of JUNIN. It should be noted that, according to the last national
census carried out by the APEIM, Junín houses a total population of
3,115,1643, of which the APEIM took 1,343 as a sample to carry out the
analysis.

Socioeconomic levels help determine the market for the entire JUNIN, in order
to position a product and what socioeconomic level it is aimed at, but the
product the cookie company “MARIE” offers us is aimed at different
socioeconomic levels and, therefore, The company has a large market and
opportunities since the price is very accessible to the entire population.
This gives us to understand that all people have the possibility of purchasing
the product offered by Galletas “MARIE”.
c) National Wheat Production
Wheat production in Peru has been increasing gradually, for Galletas
“MARIE” it is very important to evaluate the current state of the agricultural
sector, regarding wheat production.

NATIONAL WHEAT PRODUCTION 2003-2013 (metric tons)

YEARS PRODUCTION
1 2003 190453
2 2004 170411
3 2005 178460
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4 2006 191094
5 2007 181552
6 2008 206936
7 2009 226265
8 2010 219454
9 2011 214095
10 2012 226219
11 2013 230105
Source: (Each team's own elaboration) with reference to information from the Ministry of
Agriculture and Irrigation - Office of Economic and Statistical Studies. See Annexes
Chart No. 2

P R O D UC C I Ó N n a c i o n a l D E T R I G O 2 0 0 3 - 2 0 1 3 ( T o n e l a d a s
m é t r icas)

PRODUCCIÓN DE TRIGO 2003-2013 (Toneladas metricas) AÑOS

PRODUCCIÓN DE TRIGO 2003-2013 (Toneladas metricas) PRODUCCIÓN
PRODUCCIÓN DE TRIGO 2003-2013 (Toneladas metricas) PRODUCCIÓN
PRODUCCIÓN DE TRIGO 2003-2013 (Toneladas metricas) PRODUCCIÓN

112013 230105
102012 226219
92011 214095
82010 219454
72009 226265
62008 206936
52007 181552
42006 191094
32005 178460
22004 170411
12003 190453
0 50000 100000 150000 200000 250000

Source: (Elaboration by the team based on the previous table)

In this table we can see that wheat production at the national level is increasing,
since in 2003, the quantity of 190,453 was produced, unlike the year 2013 in which
a larger quantity was produced, which reached 230,105 (metric tons ). While in
2004 it shows a lower production, which was 170,411 (metric tons).

5
On the other hand, at the Junín level the following production quantities are shown.

WHEAT PRODUCTION (JUNÍN) 2004-2014

(metric tons)

YEARS PRODUCTION

1 2004 13037

2 2005 8120

3 2006 7597

4 2007 7890

5 2008 10252

6 2009 12494

7 2010 14067

8 2011 14751

9 2012 15173

10 2013 15812

11 2014 13455

Source: (Each team's own elaboration) with reference to the information from the 2015
statistical compendium –JUNÍN. See annexes
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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NTRAL GALLETAS MARIE S.A.C

Chart No. 2

PRODUCCIÓN DE TRIGO (JUNIN) 2004-2014

(Toneladas metricas)

11 2014 13455
10 2013 15812
9 2012 15173
8 2011 14751
7 2010 14067
6 2009 12494
5 2008 10252
4 2007 7890
3 2006 7597
2 2005 8120
1 2004 13037
0 2000 4000 6000 8000 10000 12000 14000 16000 18000

PRODUCCIÓN DE TRIGO 2004-2014 (Toneladas metricas) AÑOS

PRODUCCIÓN DE TRIGO 2004-2014 (Toneladas metricas) PRODUCCIÓN

Source: (Team's own elaboration based on the previous table)

For the present situational analysis in the cookie company “MARIE”, it is very
important to evaluate the current state of the agricultural sector at the level of
Junín, regarding the production of its main input (wheat) for the production of
the product, we can affirm that the The agricultural production sector is
relatively similar to a production of 13,037 and 13,455 in the years 2004 and
2014 respectively, having a regular variation in the years intermediate to them.

7
 In which it is shown that in 2006 production decreased with a production of
7597, an increase in production is also observed in 2013.

WHEAT PRODUCTION, ACCORDING TO NATURAL REGION, 2013

(Metric Tons)

PRODUCTION TOTAL

COAST 115690

MOUNTAIN RANGE 113697

JUNGLE 716

Source: (Each team's own elaboration) with reference to information from the Ministry of
Agriculture and Irrigation - Office of Economic Studies.
Chart No. 2
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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NTRAL GALLETAS MARIE S.A.C
P R O D UC C I Ó N D E L T R I G O , S E G ÚN R E G I Ó N N A T UR A L , 2 0 1 3
( T o n e l a d a s Me t r i c a s ) T O T A L

120000

100000

80000

115690 113697
60000

40000

20000

716
0
COSTA SIERRA SELVA

Source: (Elaboration by the team based on the previous table)

On the other hand, it is evident that the greatest production of wheat is carried
out on the coast, taking into account that “MARIE” cookies are supplied from
distributors in the capital; and this generates a cost in cargo transportation,
causing the company to add this cost to the product.

d) Price Indices:

CITY OF HUANCAYO: PERCENTAGE VARIATION IN THE CONSUMER PRICE

INDEX
PERCENTAGE
LARGE CONSUMPTION GROUPS WEIGHING CHANGE
Dec-15 Jan-16
GENERAL INDEX 100.00 0.81 0.58

9
Yo Food and drinks 44.13 1.13 1.2
II Dress and Footwear 6.43 0.35 0.14
III Housing rental, fuel and electricity 7.81 0.24 0.93
IV Furniture, household goods and maintenance 4.67 0.29 0.14
V Health Care and Cons.Med.Serv. 3.43 0.23 0.21
SA
W Transport and comunication 12.84 1.36 -0.80
VII Recreation, Fun, Service, Culture and Teaching 14.24 0.07 0.4
VIII Other Goods and Services 6.44 0.76 0.31
Source: (Team's own elaboration) with reference to information from the Departmental
Office of Statistics and Informatics-Junín. See Annexes.

Chart No. 4

C IUDA D DE HUA N C A Y O : V A RIA C IÓ N P O RC EN TUA L DEL IN DIC E DE

P REC IO S A L C O N SUMIDO R - Dicie m b r e 2 0 1 5

Series1 Series2

Ot r o s B i en es y S er v i c i o s 0.76

E s p a r c , D i v e r s i ó n , S e r v i c i o , c u l t . y d e E n s e ñ a r 0.07

Tr an sp o t e y C o m u n i c ac i o n es 1.36

C u i d ad o y C o n s. S al u d y S er v . Méd 0.23

Mu eb l es, En ser esy m an t . d e v i v i en d as 0.29

Al q u i l er d e Vi v i en d a, c o m b . y el ec t r i c i d ad 0.24

V e s ti d o y C a l z a d o 0.35

Al i m en t o s y B eb i d as 1.13

I ND I C E G ENER AL 0.81

Source: (Elaboration by the team based on the previous table)

In the results of December 2015, the seven large consumer groups that registered
price increases were: Transportation and Communications, which reached an
accumulated percentage variation of 1.36%, followed by food and beverages with
1.13%, with the lowest variation being Leisure Entertainment, Service and Culture
that only registered 0.07%.
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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NTRAL GALLETAS MARIE S.A.C
The variation in the price of one group affects the other consumer groups, from the
perspective of the company under analysis since it is located in Mito in the
province of Concepción, so it is far from the center of the city, this means that
Customers prefer that the company distribute the products, thus avoiding them
going to the factory which would cause them additional transportation costs.

Also the price variation in the main input of the Marie company is wheat flour, they
have variable prices during each year as we can see in the following table.

Table No. 3

AVERAGE MONTHLY PRICES OF WHEAT FLOUR FOR THE YEAR 2014-2015

AND JANUARY 2016 (NEWS SOLES PER Kg)

Mo s
Y
nth /
e
.
a
k
r
g

2 2
Jan
0 .
uar
1 6
y
4 8

2
Feb
.
rua
6
ry
9

Ma 2

11
 .

rch 6

Ap .

ril 6

Ma .

y 7

Jun .

e 7

Jul .

y 7

2
Au
.
gus
7
t
4

Sep 2
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C
.
tem
7
ber
4

2
Oct
.
obe
7
r
4

No 2

ve .

mb 7

er 4

De 2

ce .

mb 7

er 9

2 2
Jan
0 .
uar
1 7
y
5 9

2
Feb
.
rua
7
ry
9

Ma 2
13
 .

rch 7

Ap .

ril 7

Ma .

y 7

Jun .

e 7

Jul .

y 7

2
Au
.
gus
7
t
9

Sep 2
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C
.
tem
7
ber
9

2
Oct
.
obe
7
r
9

No 2

ve .

mb 8

er 3

De 2

ce .

mb 8

er 3

2 2
Jan
0 .
uar
1 8
y
6 3

Source: (Crafted by the team) with reference to information from the Departmental Office
of Statistics and Informatics-Junín-See annexes
As shown in the table in 2014, the price indices are variable and in 2015 the price
remains at an amount of 2.79 soles until the month of October, which varies in the
following months until December, where It has a price of 2.83, maintaining the
same price in the month of January 2016. Thus indicating that prices are

15
continually increasing and this will cause the prices of the Marie company's
products to increase; Since there is an increase in the main input of 0.15 from 2014
to date.

f) Inflation:

Inflation is the sustained and general increase in the price level of goods and
services , measured against stable purchasing power .
The existence of inflation during a period implies a sustained increase (since it
increases as time passes) in the price of goods in general. In order to measure this
increase, different indices are created that measure the average percentage
growth of a basket of goods weighted depending on what you want to measure.

In the case of inflation registered in the interior of the country, the 25 cities where
the CPI is calculated had an increase in prices, especially in Huancavelica
(5.97%), Chachapoyas (5.3%) and Moyobamba (5.28%), whose variations
exceeded the national average, reported the National Institute of Statistics and
Informatics (INEI).

The Consumer Price Index (CPI) at the national level increased 0.46% in the
analysis period. Moquegua and Piura were the departments that reported the
highest increases with 1.19% and 0.94%, respectively. Meanwhile, Puerto
Maldonado and Huancayo experienced the largest declines, equal to 0.08% and
0.10% each.

In Huancayo, inflation increased by 0.16%. Thus, in December, three large

consumer groups presented an increase in prices: Transportation and
Communications 1.24%, other goods and services 0.27%, and cultural and
entertainment services. teaching 0.02%. While other groups registered a
decrease in prices.

INFLATION IN HUANCAYO

JANUARY 2016
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C
GENERAL INDEX 122.09%

MONTHLY VARIATION (JAN2016) 0.58%

ACCUMULATED VARIATION (JUL2015- JAN2016) 2.58%

ANNUAL VARIATION (FEBR2015- JAN2016) 4.30%

Source: (Team's own elaboration) with reference to INEI information

The general inflation at the Huancayo level shown is 122.09%, while the
monthly variation for January of this year is 0.58%, the annual variation from
February 2015 to January of this year is 2.58%, leaving an accumulated
variation of July 2015 to January 2016 with a percentage of 2.58.

Inflation influences the consumption of “MARIE” cookies When the value of

the production of goods increases due to the rise in prices of raw materials
(wheat), transportation and other factors, inflation is also triggered. In order to
maintain profit margins, the price of cookies in this business would increase.
They have not adjusted it, but they estimate that if they continue to increase
the price of raw materials and inputs, they will have to raise prices.
1.2.1.3. Political Factor

In general, the political situation in the country is very uncertain and

problematic. People who hold positions at this level have the great
responsibility of achieving the common good of society, which is not an easy
task. Bad decisions, falsehoods, changes in political color, notable
individualism, the famous "accommodations", historical corruption, etc.
abound, that is, a accumulation of elements that added to the lack of
comprehensive policies for specific sectors such as industrial and
commercial, and not the incentive to investment, to poor promotion, creates
an environment of extreme distrust on the part of society. On the other hand,

17
 a drop in the image of the current government is observed since there is
uncertainty about a possible unstable political economy.

 Tax rules, As we have seen previously in economic factors, the tax policy of
a country is a very important factor when it comes to the company and has
to be taken into account by it.
 Labor standards: workers' rights, compensation for dismissal, working
hours, vacation days, in short, all aspects that regulate the company's
relationship with employees.
 Organizations spend a lot of time and money to comply with government
regulations. But the effects of these regulations go beyond time and money,
they restrict the options available and in many cases cause some
businesses to be incomplete.

1.2.1.4. Competitive Factor

Within the competitive sector we can observe that there are many
companies that are immersed in this business, but there are few that
provide quality service to the target audience.

Table No. 12

BUSINESS NAME ADDRESS

 RUC: 20517732339
MARIE SAC COOKIE  Weekly production: 16698 Kg
FACTORY  Company Type: Closed public limited
company
 Legal Address: Huaycha Highway 635 s/n -
Mito
 District/City: Myth
 Province: Concepción
 Department: Junín
 Product name: Condesa la traditional
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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NTRAL GALLETAS MARIE S.A.C
cookies, the first and original cookie
 Legal address: Avenida República De
JOSE PATARO SCRL Uruguay, 447
FACTORY  Company type: SCRL
 Weekly production: 4000Kg
 District: San Carlos
 Province: Huancayo
 Department: Junín
 Tel. (064)23-1731

 RUC: 20485848704
 Weekly production: 3200Kg
CASTRO EIRL  Company Type: Individual Limited Liability
COOKIE FACTORY Company
 Activities Start Date: 09 / February / 2001
 Legal Address: Jr. Parra del Riego No. 162
Int. b
 District/City: El Tambo
 Province: Huancayo
 Department: Junín

 RUC: 10198575378

 Weekly production: 1480Kg

 Health registration: 00780-2006

MARIA COOKIE FACTORY
 Legal address: Jr. Augusto B. Leguia,

804

 District: Chilca

 Province: Huancayo

19
  Department: Junín

 RUC:20100093830

 Weekly production: 1650Kg

 Type of company: San Jorge Sa

SAN JORGE COOKIE Bakery
FACTORY  Legal address: Av. Carlos Villarán

Avenue #1050

 District: La Victoria

 Province: Lima

 Department: Lima

Source: Huancayo provincial operating license

To obtain more information on the competitive conditions, we report the

information on each one.

a) Products

Regarding the variety of products, the cookies produced are the following.

Table N°13

PRODUCTS OFFERED

DISTRIBUTOR Flavors Flours Amount

SX Others
PRODUCTS
 refined  Big
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C
flour  Medium
Semi-sweet water  Wheat  Little
cookies flour Tobacco
MARIE SAC
COOKIE
FACTORY

 Countess  refined  Medium

water flour  Little ones
JOSE PATARO cookies,  Wheat
SCRL  Animal flour Food and
FACTORY cookies  whole drinks
wheat
flour
 Sweet,  refined  Medium
CASTRO EIRL semi- flour
COOKIE sweet,  whole
FACTORY salty wheat Food
cookies flour bakeries
and drinks

Source: Own elaboration based on direct observation

Compared to competitors, Marie cookies have a reduced variety of cookies, considering the

variety of FABRICA JOSE PATARO SCRL offering greater variety and integrals in a wide

diversity of cookies.

21
b) Prices

Another important factor to determine is the price, since our main product is the
flour for making cookies.

Table No. 14

Competitors for prices by products

COOKIES COOKIE VARIETY PRICES

PRICE Sweet cookies Water cookies Whole grain

crackers

MARIE SAC Medium $1.50

COOKIE ---------- Large $8.50 -----------

FACTORY

JOSE PATARO Animals $1.00 Regular $5.00 $2.00

SCRL FACTORY

CASTRO EIRL Varies $1.50 $2.00 Regular $6.50 $2.50

COOKIE

FACTORY

Source: Own elaboration based on observation.

 CENTRAL GALLETAS MARIE S.A.C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C
As you can see, different companies vary their prices as others have more
variety.

c) Infrastructure and Local

Regarding the infrastructure and premises, we will evaluate the environments

and premises, condition and hygiene, in satisfaction of the product preferences.

Table No. 15

COMPETITORS BY INFRASTRUCTURE

Companies x INFRASTRUCTURE

Infrastructure No. of No. of No. chairs floor No. of

environment tables material lights

MARIE SAC white

COOKIE 5 10 15 parquet 18

FACTORY

JOSE

PATARO 2 8 10 Park floor 12

SCRL

FACTORY

CASTRO

EIRL

23
 COOKIE 3 5 14 cement 15

FACTORY floor

Regarding the infrastructure, we can see that almost all of them have similar
characteristics, be it the number of chairs and spotlights, and all with the same
specific lighting for the different areas of each environment.

d) Staff

Regarding the service staff, the most important thing is customer service, time
and waiting according to the number of clients to serve.

Table No. 17

Company STAFF

X staff Number of staff Uniform Sex Age Attention

in kitchen

MARIE White cap, Men and 25-45 Their

SAC mouthpieces, ladies attention

COOKIE gloves, masks, is fast,

FACTOR white pants efficient,

Y 25 and

helpful.

JOSE Caps, masks, Men and 20-40 Friendly

PATARO gloves ladies but cold

SCRL attention

FACTOR

Y
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C
10

Caps, masks, Men and 20-45 Good

CASTRO gloves, black ladies helpful

EIRL pants, attention

COOKIE

FACTOR 15

Source: Own elaboration based on questions to staff.

1.2.1.5. Technological Factor:

Technology when it comes to the MARIE cookie factory has advanced
significantly.

a) Automatic feeder for biscuit machine:

This machine receives the kneaded product. It doses and transports
the kneaded product to the cookie stamping machine. With conveyor
belt and metal detector. A dough collection pan made of stainless
steel. A dough sheller with adjustable speed. An output conveyor and
elevator belt for the dough ready for molding. Its side covers are
removable, facilitating inspection and cleaning of the equipment. The
command board is installed in the body of the machine.
The board consists of a PLC system, fully automatic. Issues mass
shortage notices through readers.
General line, drive and timer switches are available. It has emergency
buttons. It can be selected to operate automatically or manually.

25
 Chart No. 7

b) Machine for making and molding cookies:

 CENTRAL GALLETAS MARIE S.A.C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C
It has an automatic docker in 60 x 80 cm trays. Approximate hourly production:
500 Kgs. The feed rollers are made of carbon steel. The feed rollers have
treatment for food use. They are mounted on bearings with sliding supports that
allow regulation of the mold feeding. The hopper is made of stainless steel.
Removable hopper to facilitate cleaning at the end of the day. The tensioners
are with synchronized adjustment. The structure of the machine is made of
carbon steel painted in epoxy. The structure of the machine is covered in
stainless steel. All surfaces in contact with the dough are constructed with
materials suitable and approved for food use.
Machine measurements: 2500 mm long x 1100 mm wide x 1400 mm high. The
machine's control panel is associated with the rest of the units to make the
operation of the entire line automatic. It has the highest industrial safety
standards implemented.

Chart No. 8

Here we see a worker placing the dough into the cookie embosser.

27
c) Tunnel Kiln:

As its name indicates, its special construction is in the form of a tunnel, where
the load travels from one end of the oven to the other on a conveyor belt. As
the food advances inside the Tunnel oven, it undergoes a series of
transformations required according to the needs of the process and the quality
specifications of the product. The Tunnel Kiln has features of large loading
capacity and easy to operate. It is suitable for dehydrating vegetables, drying
fruits and all kinds of materials that need a long drying and calcining time. The
Tunnel Oven is an oven model that incorporates the most modern heating
techniques. These ovens are easy to use and low maintenance, which
guarantees the absence of problems during their long operational life. These
ovens are designed to cover any manufacturing need in the baking and pastry
industries. Very suitable for products such as bread, sliced bread, toast,
biscuits, croissants and cookies.

Chart No. 9

1.2.1.6. Legal Factor

Regarding the legal aspect, in our country, some laws have been
worked on that are in force for control and quality, taking into
account the different aspects, which will help to properly establish
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C
the sector, allowing to regularize the legal aspects that these entail
and providing thus adequate support and better results in this
sector. It also implements standards and recommendations from
international organizations, signs protocols and agreements with
agricultural health organizations from other countries, attitude and
greater awareness of the country's agricultural health. linking them
in the processes of protection and improvement of the country's
agricultural health.
a) The National Agrarian Health Service – SENASA : It is a
Specialized Technical Public Organization attached to the Ministry
of Agriculture with Official Authority in matters of Agrarian Health,
Quality of Inputs, Organic Production and Agri-Food Safety.
The information that this organization can provide is of direct
importance for the sector since our main input is wheat. It will help
us know the health quality of our suppliers' products if the
information that can be handled is neglected, regarding agricultural
health, “MARIE” cookies run the risk of not having quality raw
materials and losing their customers, putting their health at risk.
b)Sanitary Standard for the Manufacture, Preparation and Sale
of Baking, Cookies and Pastry Products
The purpose of this health standard is to protect the health of
consumers, establishing the health requirements that baking,
biscuit and pastry products and the establishments that
manufacture, prepare and sell them must meet. Compliance by
baking companies that provide baking products to social food
programs throughout the country is of particular importance.
Likewise, it constitutes a regulatory instrument for Municipalities
to supervise compliance with the General Principles of Hygiene
so that The product reaches family tables and does not constitute
a risk due to the presence of dangers that can harm the health of
the population.

29
 c) Bakery Regulations:

This regulation details the minimum conditions required by

bakeries. Bakery applications must meet the following conditions:

 Be in conforming zoning for the specific use.

 For applications for a Municipal Operating License, have a
Municipal Works License and Certificate of Completion of
Work and Zoning and or Factory Declaration for the specific
line of business with the process of Zoning Certificate and
Compatibility of Uses.
 Comply with the minimum requirements established in the
Regulation on the Operation of Bakeries and Bakery
Branches, inserted in the National Construction Regulations.
 New bakeries may not be located at a distance of less than
400.00 meters from those already established and functioning
as such, or from those that already have a Municipal License.
1. PURPOSE:
Contribute to protecting the health of consumers by
establishing the health requirements that baking, cookie and pastry
products and the establishments that manufacture, prepare and
sell them must meet.
2. OBJECTIVES
a) Establish the general principles of hygiene that establishments
where baking, biscuits and pastry products are made and/or sold
must comply with.
b) Establish the sanitary quality and safety characteristics that
products made in bakeries, cookies and pastry shops must meet to
be considered suitable for human consumption.
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
CE MARKETING
NTRAL GALLETAS MARIE S.A.C

Table No. 5

MINIMUM BAKERY REQUIREMENTS

GENERAL CONDITIONS:

The facilities must be maintained in a good state of conservation and hygiene. The materials used in the
construction of environments where food is handled must be resistant to corrosion, the surfaces must be smooth,
easy to clean and disinfect in such a way that they do not transmit any undesirable substances to the food.

Establishments must have an adequate and effective system for evacuating smoke and gases from the process.
The facilities must be free of insects, and must have devices that prevent their entry, such as insect repellents,
traps, mosquito nets, among others useful for this purpose. Establishments, in areas or environments where food
operations are carried out, must have:

• Floors made of waterproof material, without cracks and easy to clean and disinfect. They must have a sufficient
slope so that liquids drain into the drains to facilitate washing.

• Walls made of waterproof material, light in color, smooth, without cracks, easy to clean and disinfect. They will be
kept in a good state of conservation and hygiene. The angles between the walls and the floor should be curved
(half-round type) to facilitate cleaning.

• Ceilings that prevent the accumulation of dirt and are easy to clean.

• Windows that are easy to clean and disinfect, provided with means that prevent the entry of insects and other
animals. Sanitary Standard for the Manufacture, Preparation and Sale of Baking, Cookies and Pastry Products

• Smooth surface, waterproof doors with hermetic closure in the production area.

• Passages with a width that allows the fluid movement of personnel and equipment.

• Formal, protected and safe electrical installations.

PARTICULAR CONDITIONS:

Staff:

1) It is a general rule for all staff to use face masks, and a hat or net to cover their hair.
2) Hand washing is mandatory before entering the preparation area.
3) It is mandatory to wash containers and other preparation utensils at least twice a day and leave the
work areas clean and disinfected according to established procedures (and from here you can learn
many things, such as what materials can be used to clean and how to clean the ovens. , utensils, etc.

Source: (Team's own elaboration) http://digesa.sld.pe/NormasLegales/Normas/ bakery

31
You could also set standards or rules for the purchase of raw materials that include
taking care of the quality or specific characteristics of each ingredient.
how they must respect the recipes and their industrial secret
There are many aspects of production that could be controlled through a standard
or rule; In the administrative matter you could set rules for punctuality of the
personnel, what happens if the personnel is absent or arrives late, how the
warehouse of raw materials is controlled or how the warehouse of finished
products is controlled.

d) INDECOPI

It is a specialized public organization of the Peruvian State , attached to the

Presidency of the Council of Ministers with legal status under public law. It was
created in November 1992 , through Decree Law No. 25868 .

The Consumer Code establishes standards for the protection and defense of
consumers, determining those legal relationships that would be included within its
scope of application. Thus, article III of the Preliminary Title establishes that a
budget for the application of the regulations on Consumer Protection is the
existence of a “consumer relationship” , understood as that relationship through
which a consumer acquires a product. or contracts a service with a provider, in
exchange for economic consideration.
Now, it is necessary to define what is meant by “consumer” , since according to
Article IV of the Preliminary Title of the Consumer Code, consumers are
considered to be natural or legal persons who use or enjoy products or services as
final recipients for their own benefit, acting in a sphere outside their professional or
business activity. Thus, at this first level of analysis, those who acquire a product or
service that is intended for the development of activities that directly affect the
development or direction of the acquirer's business activities will not be considered
consumers .
Now, on the other hand, section 1.2 of article IV of the Consumer Code contains an
exception for the case of those people who acquire a product or service intended
for their economic activities, which takes us to a second level of analysis, in which
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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must be verified if said people qualify as “ microentrepreneurs” . In this regard, the
INDECOPI jurisprudence has indicated that in the event that a person contracts a
service in the scope of a business or economic activity, - and, therefore, the
assumption contained in section 1.1 of article IV of the Consumer Code -, it will be
necessary to analyze whether or not you qualify as a consumer because you are a
microentrepreneur. After that, it will be necessary to analyze whether or not the
contracted product corresponds to the acquirer's “line of business” and,
furthermore, whether or not there is “information asymmetry” between the parties
involved in the consumer relationship.
In this way, the second level of analysis of the quality of “consumer”
proposed by the Consumer Code, establishes as the first requirement to access
said category, that the complainant be a microentrepreneur. Likewise, once this
condition is verified, the second and third requirements can be analyzed
respectively, referring to the complainant's line of business and the possible
existence of information asymmetry between supplier and consumer.
In this regard, regarding the requirement to contract a service outside the “line
of business”, it is worth mentioning that the jurisprudence issued by INDECOPI
maintains that the products or services related to the “line of business” are those
inherent to the economic activity of the microentrepreneur, that is, they are
absolutely essential for the development of their activities, such as:

 Raw material and/or manufactured materials that serve as inputs to produce

certain products.
 The machinery or instruments necessary to provide certain services. On the
other hand, products or services related to the “line of business” are not those
that, despite being transversal and complementary to the economic activity of
the microentrepreneur, are not absolutely essential for its development, within
which they are contemplated For example, advertising services, transportation
of goods and even certain financial services .
Finally, once confirmed that the product or service is related to the “line of
business”, the third requirement of this second level of analysis refers to

33
 information asymmetry, which according to INDECOPI is presumed, so the The
evidentiary burden of disproving this is reversed, and it is up to the defendant to
prove the non-existence of the “information asymmetry” between the supplier and
the consumer.
In conclusion , in accordance with the regulations contained in the Consumer
Code and the jurisprudential development of the Competition Defense Chamber
No. 2 of the INDECOPI Court, natural or legal persons who use or enjoy products
or products as final recipients qualify as consumers. services for their own benefit,
acting in a sphere outside their professional or business activity. Likewise, if the
person has contracted the service within the framework of their economic or
business activity, those who meet the following requirements are considered
consumers:

 That they have the quality of micro-entrepreneurs.

 That the good or service is not part of the line of business.
 That there is information asymmetry regarding said goods or services.

1.2.2. Micro Environment Analysis

1.2.2.1. Suppliers
Regarding suppliers, we must indicate that companies in the sector are
supplied by distributors, whose headquarters are in the capital (Lima), to
give the best reach, we will disclose the suppliers of the main input (wheat
flour).

In Huancayo we do not find many entities from where we can obtain wheat
flour.

Negotiations Dissam SRL

Suppliers Flours
Of the Jr. Omar Yali No. 359 B
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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NTRAL GALLETAS MARIE S.A.C
Flour
Huancayo - Junin

COMPETITORS BY MAIN INPUT SUPPLIER

- INDUSTRIAL FLOURS

Our flours are specially designed to meet the different needs of baking businesses
nationwide.

35
 1.2.2.2. Customers
Regarding customers, it is important to describe some of the most
outstanding characteristics. These characteristics could be
investigated with the application of market research in which great
importance was given to the investigation of consumer habits and
expectations of the service, of which The following important data
could be extracted:

a) Frequency of consumption of water cookies

Chart No. 10

frecuencia de consumo
30%

25%

20%
30% 30% 30%
15%

10%
10%
5%
0%
0%
cada semana cada quincena 3 veces al mes cada mes otros

Source: Survey conducted by the team (see annexes)

Consumers consume cookies with a frequency of every week, every month,

others (every day) by 30%, secondly, we have those who consume cookies
biweekly with 10%, and people who consume cookies 3 times a month we have
0%.

b) Preference of days for the consumption of water cookies

 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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Chart No. 11

preferencia de dias para consumo

45%

40%

35%

30%

25%

20%

15%

10%

5%

0%
dias particulares sabados domingos todo los dias

Source: Survey carried out by the team (see annexes)

The consumers of metropolitan Huancayo consume water cookies on

Sundays with the majority percentage of 40% and in second place we have
both every day and also on Saturdays with 30%, there were no people
surveyed who consume the product on particular days .
c) Consumption schedule preference

Chart No. 12

37
 preferencia de horario para el
consumo

40%
35%
30%
25%
20%
15%
10%
5%
0%
desayuno(mañana) almuerzo(tarde) cena(noche)

Source: Survey carried out by the team (see annexes)

According to the profile of the company's potential consumers, the preferred
times to consume the product are breakfast (morning) with 40%, followed by lunch
(afternoon) and dinner (evening) with 30%.

Preferred company for consumption

Chart No. 13

compañia para el consumo

50%
45%
40%
35%
30%
25%
20%
15%
10%
5%
0%
pareja familia amigos compañeros otros

Source: Survey carried out by the team (see annexes)

The vast majority of people surveyed responded that they usually consume
the product as a family with a majority percentage of 50%, secondly, we have
friends and colleagues with 20%, thirdly, we have 10%, and that you consume
the product with other people we have 0%.
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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d) Average expenditure on water cookies consumption
Our consumers' spending does not affect much since the price is very
accessible to all people.
Each bag of Marie cookies costs us only 1.00 Nuevo Sol, so we can realize
that anyone can obtain it.

1.2.2.3. Financial intermediaries

In the local environment we have the following notable financial

intermediaries:

 Huancayo Box
 My bank
 Mary Magdalene Cooperative
 Ed SME trust
 Trust
 Municipal savings and credit bank

All of the financial entities mentioned have loans designed for small and
medium-sized businesses. We can say that there are prestigious entities that
could provide credit to companies in the sector.

Regarding the interest rates of financial intermediaries, we detail them in the

following table:

Chart No. 14

39
Source: Superintendency of Banks and Insurance (SBS)

1.2.2.4. Substituted Products

The threat of these substituted products is due to the low loyalty of the
cookie consumer to the brand and products, impulse purchasing and their
proximity to substitute products in marketing locations.

There are many substitute products for cookies, the main competitors are
salty snacks such as: pastries such as: pies, cakes, kekes, piononos,
cakes, etc.
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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SUBSTITUTE PRODUCTS

EMPANADES

CAKES

1.2.2.5. New Entrants

Regarding cookie companies, there are two companies in the market
that always present new products:

 Alicorp.
 Saint George.

41
 5 CARRYING FORCES
THREAT OF NEW ENTRANTS

THE CENTRAL COOKIE COMPANY “MARIE” SAC DOES NOT HAVE A THREAT OF NEW COMPETITORS BECAUSE IT HAS
DEVELOPED BARRIERS SUCH AS: THE ECONOMY OF ACCESS TO GOOD DISTRIBUTION CHANNELS.
THERE ARE COMPANIES THAT HOLD SIGNIFICANT PARTICIPATIONS, SUCH AS ALICORP SA CON (VICTORIA Y FÉNIX) AND SAN
JORGE CON (SAN JORGE Y GALLETERÍA DELNORTE). BRANDS PROMOTE THEIR PRODUCTS AND NEW LAUNCHES. ALL MAINTAIN
AN ACCESSIBLE AND STANDARD PRICE TO THE PUBLIC

BARGAINING POWER OF CUSTOMERS

RIVALRY BETWEEN COMPETITORS
AT THIS POINT THE CENTRAL COOKIE
BARGAINING POWER OF SUPPLIERS . THERE IS GREAT COMPETITION BETWEEN COMPANIES TO COMPANY “MARIE” SAC HAS BEEN WORKING
GET OR REMOVE MARKET SHARE. THEY COMPETE
GALLETAS “MARIE” SAC HAS AN EXCELLENT HARD TO CONTINUE PROVIDING PRODUCTS
THROUGH ADVERTISING CAMPAIGNS AND PROMOTIONS,
RELATIONSHIP WITH ITS SUPPLIERS. THESE PROVIDE TO PROMOTE NEW PRODUCTS OR REMEMBER WITH COMPETITIVE PRICES. AT THE
IT WITH A CERTAIN VARIETY OF INPUTS NECESSARY TRADITIONAL PRODUCTS WITH NEW FEATURES OR MOMENT,
FOR THE PRODUCTION OF COOKIES SUCH AS: PRESENTATIONS. THEY ALSO COMPETE FOR DISTRIBUTORS,
WHOLESALERS AND POINTS OF SALE, TO EARN EXCLUSIVITY GALLETAS “MARIE” SAC ALSO WANTS TO AIM
FLOUR, WHEAT, FATS, ETC. THE COMPANY WORKS
OF THEIR BRAND FOR LAVENTA. TO GROW MORE IN THE PROVINCES, IT
AS WELL AS NATIONAL SUPPLIERS. THE PRODUCTS
THIS COMPETITION CAUSES COMPANIES TO USE GREAT BUSINESS WANTS TO CONTINUE PROVIDING
IT MARKETS ARE MADE ACCORDING TO THE STRATEGIES. CUSTOMERS WITH QUALITY PRODUCTS.
REQUESTED CHARACTERISTICS.

THREAT OF SUBSTITUTE PRODUCTS

THE THREAT OF THESE SUBSTITUTE PRODUCTS IS DUE TO THE LITTLE COOKIE CONSUMER'S LOYALTY TO THE BRANDS
AND PRODUCTS, LA, CHIZITOS ETC, AS WELL AS CANDY, CANDY, CHEWS, GUMS, CHOCOLATES, THE THREAT OF THESE
SUBSTITUTE PRODUCTS IS DUE TO THE LITTLE COOKIE CONSUMER LOYALTY WITH BRANDS AND PRODUCTS,
IMPULSE BUYING AND THEIR PROXIMITY OF SUBSTITUTE PRODUCTS IN MARKETING PLACES. THERE ARE
MANY SUBSTITUTE PRODUCTS FOR COOKIES, THE MAIN COMPETITORS ARE SALTY SNACKS SUCH AS:
FRIES, PEANUTS, CHIFLES, TORTILLAS, CHIZITOS ETC, AS WELL AS CANDY, CANDY, CHEWS, GUMS,
CHOCOLATES, CEREAL BARS AND PASTRY SUCH AS: PAYS, CAKES, KEKITOS, PIONONOS, CAKES...

CEREAL AND PASTRY BARS SUCH AS: PAYS, CAKES, KEKITOS, PIONONOS, CAKES.
1.2.3. Analysis of Functional and Linear Organization Chart
“Central Galletas Marie SAC” has a functional organization that determines the

existence of various supervisors, each specialized in certain areas. This

determines that the functional organization does not comply with the principle

of unity of command.

In the functional organization, each worker responds to several supervisors or

bosses. Each supervisor or boss only supervises the workers in matters within

their competence. When faced with a problematic situation, workers must turn

to the most appropriate supervisor to resolve their problem, avoiding

intermediate steps with group leaders, whose attribution would be limited only

to their specialty. For example, a production manager would specialize only in

that field and would have no competence in problems such as machinery

breakdown.

1.2.4. SWOT Analysis

The main factors of the environment, as well as the interior of the
company, are described below:
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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STRENGTH THREATS
 Affordable price for the product.  Emergence of direct competition.
 Good level positioning for Junín.  Environmental contingency.
 Broad market.  The price of raw materials rises.
 Warm and efficient service.  Increase in tax on the item.
 Trained staff.  Suppliers delay in delivering
 Product quality. orders .
 Pleasant work environment.

WEAKNESSES OPPORTUNITIES
 There is no good organization.  Expanding the sale of products
 Lack of advertising. nationwide.
 Poor organization and leadership.  Expand our business portfolio.
 Lack of knowledge of company  There are not many companies
constitution. that are dedicated to selling this
 Not having good sales agents. product.

 Not having a good parking area.  Offer promotions.

 Deteriorated hygienic services .  Product improvement.

1.2.5. Market Research Analysis

1.2.6. 7ps marketing mix analysis
1.2.6.1. Product
Regarding the variety of products, the cookies produced are the
following.

Table N°13

1
 PRODUCTS OFFERED

DISTRIBUTORS X Flavors Flours Amount

PRODUCTS Others

 refined  Big

flour  Medium

Semi-sweet  Wheat  Little

MARIE SAC water cookies flour Tobacco

COOKIE

FACTORY

 Countess  refined  Medium

water flour  Little ones

JOSE PATARO cookies,  Wheat

SCRL FACTORY  Animal flour Food and

cookies  whole drinks

wheat

flour

 Sweet,  refined  Medium

CASTRO EIRL semi- flour

COOKIE sweet,  Whole

 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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NTRAL GALLETAS MARIE S.A.C
FACTORY salty wheat Food

cookies flour bakeries

and drinks

Source: Own elaboration based on direct observation

Regarding competitors, Marie cookies have a reduced variety of cookies,

considering the variety of FABRICA JOSE PATARO SCRL offering greater variety
and integrals in a wide diversity of cookies.

1.2.6.2. Price

3
 Another important factor to determine is the price, since our main
product is the flour for making cookies.

Table No. 14

Competitors for prices by products

COOKIES COOKIE VARIETY PRICES

PRICE Sweet cookies Water cookies Whole grain

crackers

MARIE SAC Medium $1.50

COOKIE FACTORY ---------- Large $8.50 -----------

JOSE PATARO Animals $1.00 Regular $5.00 $2.00

SCRL FACTORY

CASTRO EIRL Varies $1.50 Regular $6.50 $2.50

COOKIE FACTORY $2.00

Source: Own elaboration based on observation.

As you can see, different companies vary their prices as others have more
variety.

1.2.6.3. Square
Regarding the infrastructure and premises, we will evaluate the
environments and premises, condition and hygiene, in satisfaction of the
product preferences.
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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Table No. 15

COMPETITORS BY INFRASTRUCTURE

Companies x INFRASTRUCTURE

Infrastructure No. of No. of No. chairs floor No. of

environment tables material lights

MARIE SAC white

COOKIE 5 10 15 parquet 18

FACTORY

JOSE

PATARO 2 8 10 Park floor 12

SCRL

FACTORY

CASTRO

EIRL 3 5 14 15

COOKIE cement

FACTORY floor

Regarding the infrastructure, we can see that almost all of them have similar
characteristics, be it the number of chairs and spotlights, and all with the same
specific lighting for the different areas of each environment.

1.2.6.4. Staff

5
Regarding the service staff, the most important thing is customer service, time
and waiting according to the number of clients to serve.
Table No. 17

Company STAFF

X staff Number of Uniform Sex Age Attention

staff in kitchen

MARIE White cap, Men and 25- Their

SAC mouthpieces, ladies 45 attention

COOKIE gloves, is fast,

FACTOR masks, white efficient,

Y 25 pants and

helpful.

JOSE Caps, Men and 20- Friendly

PATARO masks, ladies 40 but cold

SCRL gloves attention

FACTOR

10

Caps, Men and 20- Good

CASTRO masks, ladies 45 helpful

EIRL gloves, black attention

 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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COOKIE pants,

FACTOR 15

Source: Own elaboration based on questions to staff.

1.2.7. Financial Analysis of the Company and Indicators

Projected cash flow
The Table shows the cash flow, such as raw materials, labor,
administrative expenses, etc.

Statement of income
The Table shows the income statement, which, to arrive at the
Net Profit, calculates profit before taxes minus the tax, plus the
total for each year .

Board :

Financial income statement

2016 2017 2018 2019 2020

Sales S/. 1,654,583 S/. 1,737,313 S/. 1,824,178 S/. 1,915,387 S/. 2,011,157

Sales cost S/. 1,243,243 S/. 1,305,590 S/. 1,370,870 S/. 1,439,413 S/. 1,511,384

Gross margin S/. 411,340 S/. 431,722 S/. 453,308 S/. 475,974 S/. 499,773

Bills

Administrative S/. 195,525 S/. 195,525 S/. 195,525 S/. 195,525 S/. 195,525

7
Selling expenses S/. 32,360 S/. 33,978 S/. 33,978 S/. 35,677 S/. 37,461

Depreciation S/. 3,614 S/. 3,614 S/. 3,614 S/. 3,614 S/. 3,614

Financial Expense S/. 10,000 S/. 7,845 S/. 5,475

UAI S/. 169,841 S/. 190,760 S/. 214,716 S/. 241,158 S/. 263,173

Tax (28%) S/. 47,556 S/. 53,413 S/. 60,121 S/. 67,524 S/. 73,688

net profit S/. 188,469 S/. 206,840 S/. 227,563 S/. 250,249 S/. 269,931

Preparation: Own

1.2.8.
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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CHAPTER II: STRATEGIC COMMERCIAL

DECISIONS

9
2.1 Goals
2.1.1 General objective
To be the best company that creates traditional water cookies nationwide,
with the possibility of attracting foreign customers and expanding
markets, greater exposure of the product and always maintaining a fair
price.
2.1.2 Specific objectives
 Position itself as a company that guarantees to supply good quality products
at the best price.
 Focus efforts on research and product development to satisfy our potential
consumers in a serious, competitive and innovative way.
 Increase participation in the national market by 10% within 5 years
2.2 Company Competitiveness
Within the competitive sector we can observe that there are many
companies that are immersed in this business, but there are few that provide
quality service to the target audience.

BUSINESS NAME ADDRESS

MARIE SAC COOKIE

 RUC: 20517732339
FACTORY
 Weekly production: 16698 Kg
 Company Type: Closed public limited
company
 Legal Address: Huaycha Highway 635 s/n -
Mito
 District/City: Myth
 Province: Concepción
 Department: Junín
 Product name: Condesa la traditional
JOSE PATARO SCRL cookies, the first and original cookie
FACTORY  Legal address: Avenida República De
Uruguay, 447
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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NTRAL GALLETAS MARIE S.A.C
 Company type: SCRL
 Weekly production: 4000Kg
 District: San Carlos
 Province: Huancayo
 Department: Junín
 Tel. (064)23-1731

CASTRO EIRL COOKIE  RUC: 20485848704

FACTORY  Weekly production: 3200Kg
 Company Type: Individual Limited Liability
Company
 Activities Start Date: 09 / February / 2001
 Legal Address: Jr. Parra del Riego No. 162
Int. b
 District/City: El Tambo
 Province: Huancayo
 Department: Junín

2.3 Market Management

2.3.1 Market Segment
Our target market will be oriented to people of socioeconomic levels
A,B,C,DYE from the urban area of the city of Huancayo who are between
the ages that the company has considered consumers from 5 years old to
79 years old. This corresponds to a geographical, economic and
demographic segmentation. The number of households to be served by
socioeconomic levels is shown in the following table

DISTRIBUTION OF URBAN PEOPLE BY SOCIOECONOMIC LEVELS - 2015

11
 TOTAL HUANCAYO THE DAM CHILCA

TOTAL 364 1169 161 856

010 53 429 28

LEVEL A 773 2807 339 154

8 0 1

LEVEL B 259 9356 111 548

75 39 0

LEVEL C 996 3134 452 231

63 3 00 20

LEVEL D 110 3567 484 263

473 1 29 73

LEVEL E 120 3777 532 291

161 6 72 14

Source: (Each team's own elaboration) INEI Data ENAHO 201Peruvian

Association of Market Research Companies (APEIM-2015)

If we take into account that each household is made up of an average of

5 people, we will have to serve the following numbers of people:

HUANCAYO THE DAM CHILCA

 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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NTRAL GALLETAS MARIE S.A.C
LEVEL A 14035 16950 7705

LEVEL B 46780 55695 27400

LEVEL C 15671 226000 115600

LEVEL D 17835 242145 131865

LEVEL E 18888 266360 145570

Source: (Elaboration by the team based on the previous table)

They make a total of 18 20,055 people regardless of age, since we know the

distribution of the population by age of interest to the company (target group).

Which, as can be seen, is equivalent to 89.7% of the total population of

Metropolitan Huancayo, this means that the company has considered consumers

from 5 years old to 79 years old.

2.3.2 Brand Concept

 Brand:
The company's brand is MARIE, which is a copy of a foreign company that
produces cookies. This brand is already positioned in the market with a
good quality product and categorized as a dietary product and registered in
public and health registries (DIGESA).
2.3.3 Positioning
Positioning is the way a brand positions itself to differentiate a product in the
customer's mind.
“Positioning is an organized system for finding windows in the mind. It is
based on the concept that communication can only take place at the right

13
 time and under favorable circumstances. The best way to penetrate the
mind of another is to be the first to arrive.”
Galletas MARIE is a brand that has maintained its essence of tradition and
quality, but, in addition, it is a current brand, which has adapted to the needs
of consumers and market trends.
We have chosen this concept, since we know that Galletas MARIE is the
only brand of water cookies at the regional level and that we have direct and
indirect competitors that have great differentiation and that have positioned
themselves by being different.
In this way, with the concept proposed for positioning we want to get to the
true meaning: Why does a family, friends, etc. Do you consume water
cookies? Coming to the conclusion, the product is considered a nutritious
food with easy economic access, satisfying the physiological needs of
hunger.
On the other hand, for five years the company has been supporting different
social recovery institutions such as: the group of Alcoholics Anonymous SA,
children's shelters and the women's prison located in the province of
Concepción, thus providing them with financial support.

2.4 . Generic Strategies

The generic strategy that will be used, after having evaluated the company's
capabilities, is the differentiation approach. The choice of this strategy is
based on wanting to deliver a product and distribution service that the client
describes as original and healthy. To do so, The most important thing is that
the members of the company have the necessary experience in the sector
and have employees committed to the company, it has optimal quality that
through the design of specific activities should make it different. Basically we
will focus the differences on the following aspects :
• Make cookies with high quality of the main material (wheat) and have good
suppliers.
• Change the classic presentation so that it attracts customer attention.
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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• Consolidate the business portfolio.
• Promote the product more, enabling greater demand.
• As for the distribution, we believe that the one we have is correct.
• To avoid the decline of the product and the brand, it is necessary to
advertise, get closer to the customer and introduce the product and the brand
into new market segments.

2.4.1 Growth Strategy

The growth strategy that will be used will be continuous growth, which will
provide us with development in the current market, allowing us to increase our
sales by adding new products and a different presentation, this will allow us to
differentiate ourselves from other products, therefore we will work on the
following activities:
• We will improve the presentation of our products together with the service.
• We will increase the range of our products, modifying classic combinations
and incorporating new products.
• We will establish a quality service and good management of product
distribution.
The MARIE Cookies company has a strategy of seeking to introduce current
products or services in other geographic areas. Searching for new distribution
channels, identifying and segmenting potential consumers, according to the
characteristics of the products.

2.4.2 Competitive strategy

This company is maintaining a position in the market in an unnoticed manner
which does not allow it to surpass its competitors. Due to these factors, certain
decisions have been made regarding this point, which are:
• The company is not one of the first in market share.
• The company is located in a different place than the market leader. (JOSE
PATARO SCRL manufactures with the CONDESA brand)

15
Currently we find five companies dedicated to the production of water cookies,
Galletas Marie's direct competition is the JOSE PATARO SCRL Factory with
the CONDESA brand.

2.5
2.6 Schedule and Budgets
Consolidated Calendar of Activities

1ST 2ND 3RD

TRIMESTER QUARTER QUARTER
GENERAL ACTIVITIES
Apr Ma Jun Jul Au Set Oct No Dec
y g v
1.Functional XX
modifications XX
PRODUCT

2.Diversification of XX
models XX
3.Standardization of XX
production XX
4.Product packaging XX
design XX
1.Put prices within reach XX
PRICE
of the consumer XX
DISTRI 1.Distribution from the
BUTIO company to small and XX XX XX
N medium-sized companies XX XX XX
CION
1.Remodeling of the
XX XX XX XX XX XX XX
INFRASTRUCT

internal view of the

XX XX XX XX XX XX XX
company
URE

2. Remodeling of the XX XX XX
external view XX XX XX
3. Maintenance of XX XX
company areas XX XX
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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a) Budget

PRODUCT INVESTMENT AMOUNTS TO BE MADE

ACTIVITIES 1ST TRIMESTER 2ND QUARTER 3RD QUARTER 4TH QUARTER
JAN FEB SEA APR MAY JUN JU AUG SE OCT NO DEC
L T V

1
SEALERS 4 700.0

SCALES 2 350.0

CONVEYOR BELTS 5000.

1 0
BAGGERS 800.0

MIXER 2 8000.0

Transportation 32000.0

Hours, man 100.0

Total 46 150.00
 CENTRAL GALLETAS MARIE S.A.C PLAN DE
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Table No. 39
Price Activities Budget
PRICE INVESTMENT AMOUNTS TO BE MADE
ACTIVITIES
1ST TRIMESTER 2ND QUARTER 3RD QUARTER 4TH QUARTER

JAN FEB SEA APR MAY JUN JUL AUG SET OCT NOV DEC

Sealers 800.0

3
Discounts 100. 100.0 100. 100.0 100. 100.0 100. 100.0 100.0
0 0 0 0

Hours, man 200.

0

Total 1 900.0
 CONCLUSIONS
The company “Central Galletas Marie” SAC shows deficiencies in the area of
cleanliness and sanitation, which does not allow it to reach an optimal level of
production due to the large losses that occur. An advantage of the company is that
it has its own premises, which allows it to have extra benefits and cover some
imbalances that may occur in production (repair of machinery, unforeseen
payments, etc.) The sale price of the cookies “Central Galletas Marie” SAC It is
average for the sector, thereby showing its competitiveness and meeting market
demands. Products made in advance (orders) generate more confidence in
workers. Thus they no longer live in the certainty of whether or not there will be
income in the company to pay the workers. Trust, the human factor, is an important
pillar for the growth of a business. Like any company, it requires that its structure
be planned and with the right personnel, since being a production and risk activity,
it requires qualified labor. Planning and control are essential in this company to be
efficient and competitive. Therefore, like any company, it must seek to ensure that
marginal revenue is equal to marginal cost and thus profits would be maximized.
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RECOMMENDATIONS
The location of the company (in a purely commercial area) could be a potential to
obtain more benefits, such as investing in improving the institutional image,
painting of the premises and lighting of the external part. As we mentioned in the
hypothesis, training for better management of the cleaning area would allow the
company to fruitfully increase its demand. The additional income that would be
obtained can be invested in advertising, or in incentives for workers. Different
training for the personnel who work in the company with the aim of improving the
efficiency of human capital, this will allow better customer treatment. Seek product
differentiation, give it added value that distinguishes itself from the rest of the
market. This will allow you to gain an advantage over other companies. For
example: offers, raffles, promotions, etc. Make more agreements with institutions,
whether educational, mining, agricultural, etc. In order to increase the income and
profits of the company.

The company “Central Galletas Marie” SAC It must implement better control in the
area of cleanliness, of the materials used for production and thus be able to reduce
expenses and remain competitive in the market. Improve trust between different
levels of the company, workers and the employer. Provide talks, fellowship
meetings and other various strategies that allow this union and truly consolidate as
a company, a place where work conditions are the best. Finally, an administration
and control system must be implemented within the company, for the best
management of all its resources. Implement a computer system to have an exact
notion of how much income and expenses there are at a given time.

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Administrative collaborators

Administrative collaborators