THE SYSTEM OF DISTRIBUTION AND SALES OF BRAZIL AND FLAMES

ESDRAS DANIEL APRIL

DIANA MERCEDES GUZMAN

YOHN JAIRO MATABANCHOY DIAZ

NATIONAL LEARNING SERVICE SENA

MARKET MANAGEMENT TECHNOLOGY

MEDELLIN COLOMBIA

NOVEMBER 27

2017
THE SYSTEM OF DISTRIBUTION AND SALES OF BRAZIL AND FLAMES

Work presented by:

ESDRAS DANIEL APRIL

DIANA MERCEDES GUZMAN

YOHN JAIRO MATABANCHOY DIAZ

TUTORA

LAURA DUEAS

NATIONAL LEARNING SERVICE SENA

MARKET MANAGEMENT TECHNOLOGY

MEDELLIN COLOMBIA

NOVEMBER 27

2017
DISTRIBUTION SYSTEMS: SITUATION AND OPTIONS

In our country, one third of the business volume of food and beverages is
consumed in the hotel industry, even more important is the data referring to value,
which is 50% of said consumption. This places us as one of the countries with the
highest level of consumption outside the home.

It is, therefore, a very important market, in which the manufacturers and suppliers
of beverages are already well established and in which are focusing their efforts
many of those who are dedicated to food and have traditionally turned to the large
consumer segment.

MARKET CHARACTERISTICS

The gastronomic market has its own characteristics, the most significant among
them are the following:

With regard to customers, we speak of a market that is heterogeneously structured

with 80% of independent businesses managed by individual entrepreneurs of the
most varied profiles and with a large geographical dispersion in the location of the
points of sale. In addition, neither is the typology homogeneous, resulting in a
complex segmentation by types essential to respond to their needs.

The market itself is potentially very high volume, very atomized and with very high
individual purchasing power

NEEDS TO SATISFY

The service that we have to give to our clients, will have to give solution to their
needs. First, knowing that not all are equal, that the tastes of customers are very
different and varied therefore we focus on meeting those needs and requirements.

CURRENT MODEL

Achieving loyalty and attracting new customers means aiming for a clear and
attractive distribution of our product. We also need to have a wide assortment with
a lower sales per reference and with the impact that this implies on storage costs.

The target market of the restaurant " Embers and Llamas is made up of
dependent and independent workers and families that belong to different
socioeconomic levels that range between 25 and 39 years of age and that have
lunch outside the home at least twice a week.
The restaurant selling grilled chickens " Embers and Llamas " following its basic
scheme, proposes to provide a specialty of dishes having chicken as a raw
material in its variety of dishes selected according to the tastes and preferences.

As the service is an important part of the " Embers and Llamas " restaurant, the
staff is key to the success of the business.

In order to educate consumers in this new restaurant system, a group of waiters

will support customers in the selection of products and everything they require. In
this sense, the selection of workers constitutes a fundamental and decisive step for
the start of operations.

In summary, " Embers and Llamas " is an excellent gastronomic proposal that
ventures into a demanding market generating quality employment. It is expected
that " Embers and Llamas " then becomes a completely different alternative to
other restaurants in the sector and captivate each and every one of its customers,
not only thanks to its exceptional service, but for the quality of its dishes.

The business idea for the opening of the " Embers and Llamas " Restaurant
arose when we perceived a market that was dissatisfied with the existing offer in
the area where we thought we would open the business, this is explained by: a low
quality service, conditions of preparation of the products, supplies used,
presentation of the same and even the setting where diners consume the product,
information obtained from conversations held with neighbors of the area and / or
workers of companies that are located there. To validate these assumptions that
propitiated the business idea we made.

The members that will be part of the " Embers and Llamas " family given to their
teamwork, they will be oriented in offering the client an unforgettable experience
with it to be able to retain the client, creating in the desire to return to the restaurant
and that they can share with family or friends the experience of eating in our
Pollera. As we can see at present the Grilled Chicken is a product that is very
welcome, either because of the preferential taste that almost the majority of people
have among children, youth and adults.

Gastronomic pleasure: customers nowadays also seek the pleasure of satisfying

their palate, where tasting is more important than nutrition.
Business strategies

Embers and Llamas

Manage a strategy of differentiation approach, since it is aimed at a single market

segment (families and workers) that is clearly defined. Therefore " Embers and
Llamas " will remain in the market using as a commercial strategy providing:
personalized attention, quality products / services, comfortable and pleasant
environment to share a day with family, friends and feel at home. It is worth
mentioning that the prices will be based on the competition.

Sources that generate competitive advantages

"Embers and Flames" will be in constant search of a favorable competitive position

in the market, take advantage of the competition has weaknesses in terms of
infrastructure, friendly atmosphere, personalized attention, everything mentioned
will be for " Embers and Flames "a great strength because we will differentiate
ourselves from our direct competitors, thus providing products and services with an
added value so that customers can perceive the difference.

Product/Service Description

To be able to attract the attention of the target audience is advisable to make a

strong bet in the decoration and promotion of our product and service. As we have
little budget, we will rely on taking ideas out of the competition, reformulating them
and putting an added value to be differentiated.

The objective, to provide a different environment in which our customers feel the
cone in the home is to design a very different place to those who are in the area,
that motivates people to enter the local and consume our product and enjoy the
service that will provide our Person Al, all at a price within reach of the economic
possibilities of our target market

The name of the restaurant is "embers and llamas", as it is suggestive for the
profile of our customers.

Our strong dish is the grilled chicken, this as all the dishes that will be prepared,
are controlled and supervised by the kitchen manager (the chef). He will take care
that our dishes are worked with a special recipe and standardized presentation.
This will make the dishes of quality as they will have a supervision since the arrival
of the inputs that will be received by the personnel charged until the presentation to
the consumer
The acquisition of the raw material will be in charge of recognized companies that
give us a quality product because of the transcendence and exigencies of the
market, but it is worth highlighting that our specialized personnel take a quality
control at the time of receiving the Merchandise to make sure that there is no
difficulty at the time of seasoning the chicken

For the acquisition of spices, condiments, products that are known in the market
will be purchased by controlling their expiration date and their status.

For the acquisition of our complementary products we will buy first quality products
to be subjected to the sanitary inspection obtaining the quality recognition of our
products.

In the supervision of the preparation the corresponding personnel will have the
responsibility to verify the manipulation and application of the correct ingredients.

The staff responsible will have to see and control the proper cooking of the
chicken, also should be taken into account if reservations have been made of
dishes and the time of the served.

For the control and manipulation of other elements such as vegetables and the
preparation of salad that accompanies this dish will be done at the right time.

Attention Control in orders, orders will be handled in order to get them out as
quickly as possible to obtain customer satisfaction.

Distribution or square strategies

The square or distribution, refers to the way in which the final consumer is reached,
since it is a commercial place we will count:

Distribution channel of our inputs

Producer Wholesaler Final

Carrier Agent
(farmer) (market) Consumer
(poultry)

Distribution channel of our products.

The distribution of our product will be directly, since there will be no intermediaries
between us as producers and the final consumer.
The consumer must go to the facilities to purchase our product. The important
thing in this strategy will be our location as we have chosen a place by which many
people who are potential clients transit, our distribution will be in the following way

FINAL Consumer
Producer (embers
and Llamas) (Families workers and students in the
area)

Promotion Strategy

To communicate and make known to the market objective of the existence of our
restaurant, the benefits of our products/, we will carry out the following:

We will train professionally our team of collaborators (sellers) define those who
coordinate, supervise, control the effort of each salesperson.

We will train each salesperson in order to transfer the necessary knowledge of the
product (grilled chickens), service (personalized attention), so that they can
develop their sales skills

Our place has good location and very good influx of public, which ensures that the
"mouth-ear" is more effective and thus the advertising game will be minimal.

The restaurant also has a well presented sign that allows to attract new
consumers. In addition, simple and effective forms of promotion will be used, from
web pages, to people who can flyer throughout the locality and electronic mails to
local businesses. However, the best publicity will be that customers do.

The front part of our restaurant will be with modern decorations and showing the
name of "Embers and Flames"

It will feature a wide variety of music, 32 ' inch plasma TVs, well presented chairs
and tables, the waiters and waitresses are properly uniformed.