Facultad de Especialidades Empresariales

Ingeniera en Comercio y Finanzas Internacionales

Bilinge
Subject:
Planning

Topic:
Sumesa S.A

Members:
Barreto Simisterra Daniela Victoria
Cox Vera David Kiuyen
Narvez Palma Carlos Arturo
Pacheco Vera Karla Yomila

Lector:
Jorge Gallardo

Semester A - 2016

Guayaquil, Ecuador
BACKGROUND
On september 3, 1973 in a space of 21 m2, born an Industrial
Pharmaceutical Products SUMESA Co. Ltd., with the idea of covering the
pharmaceutical and industrial branches. Its founder Ing. Jorge Garca
with his experience in formulation, production and marketing, launched
to the market the first product of its company Fresco Solo.
Fresco Solo, was very successful because it was the first soda powder
which it commercialized in a South America country. Due to its high
demand

and

conscious

that

the

company

couldnt

cover

the

pharmaceutical branch, its founder changes all plans and choose to

continue in food industry with a corporate name of SUMESA S.A.
Afterwards, this enterprises entered in the production of jelly, corn flour,
with the past of the years SUMESA took the decision to make pasta. This
decision was very important because, the executives invested too much
money in the best imported machinery and Italian technology. That was
a fundamental tool to grow in the Ecuadorian pasta industry.
Moreover, SUMESA launched Ranchero, this was the star product in the
instantaneous soup line. Also, produce the best water with triple
filtration being that they use the OSMOSIS INVERSA process. Is a
fundamental step, due to it is not allow the entry of mineral salts and it
helps to produce juices and natural nectars.
Nowadays, SUMESA S.A had 41 years offering only products with a high
quality; for that reason this company has incorporated high quality and
besides the corporation worries about moral environment therefore they
manage with a view to the freedom and wellbeing of its 450 team
members.

MISION
We are a pioneer and dynamic company, dedicated to production and
commercialization of foods of excellent quality, guaranteeing satisfaction
of our customer and other interest group.
VISION
We continue to grow thanks to the continuous development of our
current and future brands, commercializing our products and the third
one through a distribution red, which is bigger everyday and give us the
key to entry to new markets.
We are a high professional enterprise, is steady improving its products
and quality process with social responsibility practices.
CORPORATIVE VALUES
Integrity
Our approach is framed in our honesty and transparency behaviors,
which ensures relationships based in confidence, respect, security of our
staff and all people who having relations with us.
Engagement
We set before the interests of the company on own, giving the best of
each one and doing an additional effort when it is requested.
Continuous improvement in pursuit of excellence
We are oriented to do our activities in the best way. We firmly believe in
our potential, nevertheless we are aware that there will always be a

better way of doing things, because the best hasnt been discovered yet.
Our big goal is stay updated and have our process very clear to keep the
quality of our products and will became more competitive.

Discipline
We permanently act on our principles and norms of the company, we are
responsible with the time and the quality of our product. We respect and
value the rules.
Team work
We strive to build teams highly effective that add individual talents for
the good common, in a coordinate and synergy way, inside a good and
confidence environment.
BUSINESS MODEL
Sumesa is a company who not only cares about its image also cares the
lifestyle of its consumers, for that reason this enterprise offers to its staff
educational activities in order to improve the good practices inside the
Corporate Social Responsibilities. A good example is the last training about
Sexual and Reproductive health imparted for VIHDA Foundation in which
participated all the Sumesas employees.
The key capacities to accomplishing the mission
COMPETITIVE ADVANTAGES

Diversified brands (beverages, pastas, instantaneous food)

Brand Recognition.

The competitive advantages that were mentioned above are the main features
of Sumesa, because with them this enterprise could stay in the top of mind of
Ecuadorian people. Despite of Sumesa has some product who need marketing

strategies to be known for the consumers such as: Sumesa Te, Sumesa water
and so on.
TARGET MARKET
The demographic segmentation of Sumesa is for people from fifteen to sixty
five. Its potential demand is concentrated in the Ecuadorian mother, who look
for a health and easy to use alternative to implement in the different and
traditional dishes.
Sumesa offers different kind of products but its psychological segmentation is
for people who want to have fast food with nutritional elements, because the
new trend in the food industry and beverages is given to consumer nutrition,
health and wellbeing. Sumesas products no only satisfy the needs of feed and
thrist, also contribute to enhance the health and food security.
MARKET SHARE
In general, the sector of industrialize food is in a mature period, for that reason
its revenues are not increase because the product has gained the acceptance
of potential consumers inside its proportional part of the market, being each
company who manage its participation percentage. The profits maintain a
unique level or decrease due to the frequent marketing expenses to remember
or active the brand to defend the participation of the segment in the
competence.
Sumesa also participate in the beverage sector, in this sector it is in the
growing stage therefore, its products are in fast acceptance period and variants
that offer and introduce in the highly profits increment.

CUTOMER VALUE PREPOSITION

PRODUCT QUALITY
OPERATIONAL EXCELLENCE
CUSTOMER INTIMACY
STRATEGY

DIVERSIFICATION
BROAD DIFFERENTIATION STRATEGIES
BRAND STRATEGIES
1. BRAND PERCEPTION
CUSTOMER EQUITY
BRAND VALUATION
2. BRAND EQUITY
3. BRAND STRATEGY
4. MANEGE BRAND
SUMESA: BALANCED SCORDCAR
Financial
perspecti
ve

Increase profits
Increase sales of Bimbo products
Reduce operating expenses

Custome
rs

Diversify portfolios
Increase market awareness about Bimbo's brand
Deliver quality and freshness products

Internal
process

Optimize operations
Reduce the wastes and negative impact on environment
Increase knowledge about healthy and safety

Learning
and
growth

Increase commitment of employees to new philosophy

Improve communication and transparency into the
company
Develop skills and knowledge of employees
Provide technology support

(ESTE ES UN MODELO)

MARKETING WARFARE STRATEGIES

STRATEGY
Specific strategies have been designed to further strengthen SUMESAs mission and
general strategy, as described below:
Quality and price
Customer service
Profit from synergies and consolidating operations
Developing the value of trademarks
Support for strategic supplies
Expansion and consolidation of international operations
Product diversification
Certification, improvement and innovation in processes
Social strategy
(ejemplo)

ANEXOS