Big Cola

EXECUTIVE SUMMARY


In this project we are going to analyze the company Aje group to determine the acceptance and opinions of the consumers about Big Cola’s price, quality and image.
We have as main objective:
• Give another image to Big Cola’s product
The secondary objective:
• Identify how Big cola has been positioned in the market ofEcuador.
• To determine the specific needs of the consumers.


We need to research information from population who consume soft drinks to know their needs and their experience with the product. For being more specifics with our research we’re going to use research methods like exploratory and descriptive methods where we need to collect data, make surveys, do a focus groupand use a program called SPSS to analyze the information most relevant for our project.
When a company is in the strategic development for the Latin American beverage business, the industry should react to what the customer requires otherwise, "run the risk of lost or disappear."
COVER


1. INTRODUCTION Pág 4
1. Mission, Vision, Strengths, Threats,Weaknesses
2. Ajegroup in Ecuador Pág 11
2. THE PROBLEM Pág 12
3. OBJECTIVES OF PROJECT Pág 12
4. METHODOLOGY RESEARCH Pág 12
1. Explorative Method
2. Descriptive Method
5. ORGANIZATIONAL PROFILE OF TEAM Pág 19
6. PROJECT SCHEDULE Pág 21
7. SECONDARY DATA Pág 24
8. PRIMARY DATA Pág 32
1. Focus groupPág 32
2. Survey Pág 32
9. FINDINGS Pág 34
10. CONCLUSIONS Pág 38
11. RECOMMENDATIONS Pág 39
12. APPENDIXE Pág 40




1. INTRODUCTION




[pic]






Ajegroup is a company created by the Añaños family in Peru in 1980 with an initial investment of $ 30,000 dollars according to the Wall Street JournalOctober 27, 2003. It all started when the Senderos de Luz paramilitary group had controlled the routes of access to most of the small cities of Peru.


A chemist, Añaños went to work on his own “secret formula,” formulating its main ingredients and developing syrup very similar to Coca-Cola’s. Formula in hand and taste of cola on the palate, his family mortgaged their smallfarmhouse and invested the money in used bottling equipment.


The family realized that the carbonated beverage truck did not reach the outlets by creating a favorable market niche, so there was no competition and therefore asked for a loan to start up and start distributing the product Big Cola.


Big Cola from the beginning was characterized by low prices which allowed it tocontinue growing even after ending the armed conflict in Peru, besides having with the knowledge of the product without publicity.


AJE Group as many companies has a fundamental philosophy of the organization and its success, a foundation with which he was born and grow this important company

MISSION


To be a soft drink brand with high expectations,providing an agile, efficient, solid with a daily commitment to provide a better service and quality to consumers with low costs.


VISION


To be the best choice of products produced through a growing culture of service and excellence that seeks to develop our employees and contributing to the welfare of society


OPPORTUNITIES


Economictrends, social, technological, etc., which can
benefit the organization.


STRENGTHS


Domestic circumstances characteristics to the company, favorable to conquer the market.


THREATS


Economic trends, social, technological, etc. that are potentially harmful to the organization.



WEAKNESSES


Features...