5.

MARKET ANALYSIS

The selection of markets to be served by cartonbol in the management 2011 tends mainly in
the layer production industries operating currently in the middle mainly those located in
food production that make one of the three sectors more contribute to gross domestic
product national product cardboard constitutes a ideal setting to start business operations.

On the other hand it is not possible to leave aside those sales potential sales that can
emanate from the companies dedicated to locally market , and export food, also
understanding that the role of the company at the beginning of its operations is the
detection of niches, and the opening of new markets.

a. primary market

Large and medium-sized domestic industries located in the department of LA PAZ ,

COCHABAMBA and SANTA CRUZ specialized in the category of food.

b.secundary market

Companies to the marketing local and esport foot and beverage at the national level.
Strategic public sector companies (still open in the process of implementation)

c.tertiary market

Companies and industries of other sectors that require products of cardboard at

national level.

As explained above, the marketing of carton boxes is closely related to the manufacture of
products that require in base, packaging and packaging, in this sence the following main
economic activities at national level that are directly related to the use of (26%), noon-
industrial agricultural products (18%) and food (15%).
The evolution of the demand for carton from 1999 to 2009 grew from 11.204.431 units to
34.441193 units respectively, characterized by a constant increase at the national leve, and
with very low participation of imported product, for it is evident that the companies in the
middle are currently covering the demand for cartons, both in quality and quantity, since
imports attend to the absence of products with required specifications or inability of
domestic companies to satisfy volumes additional.
On this basis demand estimated cardboard boxes for the period 2010-2015 reaches the

48.987.047 umits, with a projection of 33.995.725 boxes demanded for the present
management(29.158.179 at the local level and 4.837.546 units important)

The historical demand of cardboard boxes reflects that the most part are intended to
catedory of good, in the category of the same name, reaching 31.950.230 units year 209
demand well higher the category drinks 417.157 units.
d. identification of the competition

the national market for cartons (3 ply) currently has aclear leader the paper mill, which
boast 74% of the market, a second or challenger pack sa with a 10% share. The third
position on the market is the large conglomerate of corrugated cardboard boxes 8% and a
fourth supplier moda srl which participates with 8%.
In relation to the market share of boxes of cakes, in 2009, 73%(174.460 units) of
production went to the city of peace, 15% to the city of cochambamba (36.400 units) and
12% to the city of santa cruz (27.300 units)

At the Price level, the surveys carried out in the 2009 management identified that the profit
margins for different product are very varied with a higher concentration of profits sought
in the pizza boxes and the telescopic boxes, possibly attributable to their low availability in
the market. At the level of simple three-fold boxes, the highest profit margins approximate
to 25% in the dimensions 39,6x26.4x 22,7 and 44x25x33.5. the corrugated cardboard in
sheet approximates utilities, of 34%.