Propuesta de plan de negocio para la exportación de queso tipo pera y doble crema de la empresa lácteos villa de Ubaté ubicada en Cundinamarca a Australia

Abstract

The proposal for the export business plan arises from the need of the SMEs of Ubaté Cundinamarca in terms of their growth and few opportunities to commercialize their product in international markets, Lacteos Villa de Ubaté is a small company that specializes in manufacturing and commercialization of dairy products such as cheese, yogurt and other derivatives of milk, for this business plan the joint work with Villa de Ubaté dairy is proposed, in charge of supplying the product to be exported and the logistics entity SCHRYVER in charge of the internal transport of the product in Colombia, the maritime transport of the merchandise and the dispatch to ALDI stores located in the states of Queensland, Victoria and New South Wales in Australia.

The potential market for this business plan is the inhabitants of the three Australian states mentioned above, it should be noted that the potential market does not correspond to 100% of the population that inhabits this territory, for this business plan the potential market corresponds To the population of Latin American origin that resides there, in figures this refers to 107,353 possible clients, which corresponds to 0.43% of the total population of Australia (25,257,156).

The essence of the marketing strategy for the business plan is based on the quantitative analysis of the marketing mix or 4P's of marketing, through the application of a survey the perception or acceptance of pear and double cream cheese was identified in people residing in Australia of origin In Latin America, an indirect channel is proposed for the distribution of the product, the main competition that is identified is Coles cheese, Australian Gold, Coon, Devondale and Woolworths, in general these are in charge of marketing mostly mature type cheeses with flavor and texture different from fresh cheese (pear and double cream type), these brands being a substitute product.

The financial condition of the business plan is based on three sales projections for three years of operation, it is expected that for the first year of operation a loss of 3.5% will be generated on total sales, with the initial investment of 118,292,750 COP which will be recovered in years 2 and 3 where profits of 12.2% and 18.7% respectively will be generated on the value of total sales.