Professional Documents
Culture Documents
Banana
Banana
MEMBERS:
• Galo Laurido
• Francisco Rivadeneira
HISTORY OF BANANA
• Banana is a fruit native to South Asia. Starting
in 1940, it began to be cultivated on a large
scale in our country and over time its export
became the main source of foreign exchange
for the Ecuadorian state. In the 1950s, the
banana boom occurred, making Ecuador the
world's leading exporter of the fruit.
In recent years, an attempt has been
made to reduce the area of cultivation of this fruit, due to a policy
of diversification of production, replacing banana crops with other
more profitable products, although
the aim is to increase the yield of
banana plantations. existing.
Bananas currently constitute the
second export item of our country.
Types of Banana
■ Banana
fresh consumption
(AA) AAA (AAAA) ■ Banana
■ ^ Cooked, fried, source of
carbohydrates Plantain, banana
(AB) AAB or ABB
(ABBB)
Banana Varieties
Gros Michel (Big Mike)
Leader for > 100 years
Good production, cycle of 13 - 15 months
Tall plants (4-8 m), sensitive to winds
Good harvest qualities
■
Ripening uniformity
■
Resistant to shakes and discolorations
Shipped in bunches
Susceptible to Panama Disease
■
Replaced by Cavendish – resistant to Panama Disease
Cavendish
¡^ Main variety for export 11 month
cycle, good production Lower height
(2-3m)
¡ ■ Poor post-harvest quality
■
Does not mature regularly
■
Needs ripening chambers . . -
■
Susceptible to shaking and
discoloration Shipped in boxes
Resistant to Panama Disease
Local varieties
■ Genetic improvement in r
Production
Bananas, 72 million. MT (56% Asia)
Bananas, 25 million. MT (89% Africa)
90% in small-scale agriculture and local consumption
10% export (commercial plantations)
Latin American and Caribbean regions
Banana Offer
• The world supply of bananas, according to the FAO, in 2002 was
14,620,000 tons, equivalent to
approximately 806 million boxes.
• The main producers in the world are India
with 23.7% of world production, Ecuador
with 9.5%, Brazil with 9%, China 7.6% and
the Philippines with 7.3%.
Demand
• According to FAO estimates, in 2002 demand was 13,921,000
tons, equivalent to approximately 709 million boxes. The areas
of greatest consumption are North America (6% of world
production), Western Europe (5%) and Japan (2%).
NOBOA BANANA
REYBANPAC
UBESA
MISSION, VISION AND
OBJECTIVES OF THE
COMPANY
MISSION
• To be leading producers of the best organic bananas in
Ecuador, reaching the final consumer with a healthy and
delicious product, always keeping in mind the social and
environmental aspects carried out in a friendly way within
production. Guaranteeing the application of sustainability
values in each of the production and commercial phases. In
this way, we consolidate ourselves as an engine of well-being
for society.
VISION
• To be leaders in the production of organic bananas in
the country, complying with the highest quality
parameters, being a model of production and
preservation of natural resources.
Goals
General objective
• Satisfy the expectations of exporters by creating recognition of our fruit
and its differentiation with the conventional product.
Specific Objectives Market organic bananas through fair negotiation
channels.
• Create and maintain a reputation based on integrity and reliability.
• Develop long-term business relationships.
• Innovate in production techniques to ensure maximum quality and
quantity for our clients.
SWOT ANALYSIS
STRENGTH
• Excellent geographical location. Quality production. Vertical
integration. Compliance with certifications and quality standards.
Available labor. Increase in consumption of organic bananas.
Differentiated product with added value. Production available all
year round.
OPPORTUNITIES
• Organic banana market growing. Increased demand in European and
South American countries. The country has appropriate resources
for the production of organic bananas. There is consumer concern
for the protection of the environment, health and quality of life.
WEAKNESSES
• Little experience in the business. There is a lack of technical
personnel to provide advice on the farms. Lack of research on
organic bananas in our country.
THREATS
• National and international regulations regarding the export of
bananas. Increase in new pests. High international competition.
Natural phenomena that threaten the fruit. Sigatoka mutation
immune to organic management techniques in banana
plantations.
Market composition
• The composition of the market The CASCA organic
banana producing farm is strategically located in the city
of Milagro so that exporters from this city and its
surroundings do not have to spend so much time
shipping the fruit because CASCA is close to road.
This project is aimed at exporters who buy organic
bananas.
The target market has been divided into:
Geographic: CASCA is located in the city of Milagro, on Vía Mariscal
Sucre
Climate: Appropriate for the production of this fruit.
Demographic: In this segmentation we consider two points such as:
Social class: This product is aimed at high class companies. Income: This
variable is directed towards exporting companies, through orders placed to
other countries.
Behavioral: In this segmentation we consider a point such as:
Brand loyalty: People who consume organic products have preferences
with recognized brands.
PRODUCT
Organic banana is a fruit of tropical origin with the same physical
characteristics as conventional bananas, with the difference that it is
produced and marketed without the use of toxic inputs and must
respond to the requirements of a regime established by the competent
organizations that regulate export. of organic products.
The fruit that CASCA produces and then sells to exporters is
different from the rest of the farms that produce organic bananas,
because with the different 91 activities carried out on the farm, it has
the best quality of organic bananas in the area.
Product strategy.
The strategy that our product has is that over time and the
experience gained we are going to implement improvements in the
quality of organic bananas, we will also give a new appearance in
terms of packaging, we will also include the sending of boxes to
the port, to that our customers increase their satisfaction and
loyalty to our fruit.
Positioning analysis
The CASCA banana farm will be positioned immediately so we will have a new and
high production of organic bananas in optimal quality states. In order to reach the
highest exporting companies and the most prestigious in the country, so we will
become leaders in good production, we will have the best inputs and machinery for
the cultivation and harvesting of the fruit to meet the expectations of the exporter
and especially to consumer countries and thus the farm will obtain prestige and
recognition at the national level.
The exports that will be given will be to the most stable companies in the country
because with them we will be highly profitable producers. To select the fruit, we
will check that it does not contain any stains or residue, we will meet the client's
expectations, with the best fruits since we will classify them carefully. This is
intended to make the K&S farm the first option in the exporter's mind when
choosing a producer .
Price
• Our farm will have its only price per box which, as we
have already said, is a value of government origin which
ranges from $5.50 .
Price strategy.
• Our pricing strategy consists of reducing prices below
those of the competition, so that, in this way, we can
block it and gain market share. It is recommended since
this fruit has a differentiation because the organic banana
has a very special quality with other types of bananas,
this differentiation means that it can be sold at a good
price.
Distribution
• Milagro, being a city of agricultural origin, allows us to
carry out the distribution of our fruit to exporters.
Distribution strategy.
• The CASCA farm will offer its product via the Internet,
telephone calls, and sending emails to all organic banana
exporters in the country.
DISTRIBUTION CHANNELS
PRODUCER
PACKAGING MATURATION
MARKET
COMMISSIONER TRANSPORTER
CARRIER
WHOLESALER
MARKET
PEDDLER
COLMADOS
MARKET SALES START
INDIVIDUAL CONSUMER COMMERCIAL INDUSTRIAL Specialty store (greengrocer) Supermarket
Hypermarket Delicatessen or Gourmet stores
Packing
• Demane: leave 4 to 5 hands, a
minimum of 35 fingers per cluster
• Each finger weighs 340 g, with a
minimum length of 25 cm and a minimum caliber of 52
(Dole) or 26 (Chiquita).
400.00 -
300.00 -
200.00 -
countries experienced a
100.00 -
respective growth of 15% for
0.00