Grocery Store Project

Project Formulation and Evaluation
Introduction
In the course of the development of this Investment Project, an analysis was

made of everything related to the creation and implementation of a store
dedicated to the purchase and sale of products (groceries), for people of both
sexes and all ages in the district of La virgen, department of León.
It also refers to all the elements that are part of the Market Research analysis
and evaluation important as a starting point for this project, since it determined
the possible market share, the absolute potential of the market and meet the
objectives of this project. It is well known the importance of knowing the
environment for a company to be competitive.
It is expected that the information contained in this project will serve as a

reference and basis for the creation and management for any company
engaged in the purchase and sale of various products for daily household
consumption, it is extremely interesting to note that the store will use the
highest quality in the products it will offer, at a price accessible to all, which
ensures the success of this store in the market of reference.
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Company Executive Summary
Company Description
Suplí-Hogar grocery store with capital stock of C$. 60,000.00 Integrated by two
partners, they offer 50% of the capital and the remaining 50% is acquired
through financing from CARUNA cooperative.
We offer products for the home, personal items, for both sexes and all ages.
Number of people employed
The number of people to be used in the company is: 4 people.
2 partners
2 Salespersons
Methodology used:
Work based on market research where the elements were obtained for the
analysis and determination of strategies, policies and operational plans to be
developed with the evolution of the business.
Customers that can be reached
The company's goal is to reach as many end consumer customers as possible

due to the quality and prices, but mainly the target is the general population.
For the purposes of the Opening of the business, all the actions of the
business will be carried out for its normal operation based on the full
compliance of the legal and regulatory provisions.
Project Background
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Business Idea
The name of the company was chosen as "Supli- Hogar",
The proposed business is a store dedicated to the purchase and sale of

household products. It can also be said that it not only supplies products to
the home, but also offers quality, accessibility and economic prices. In this way,
the store not only provides products, but also collaborates with the
improvement in the Quality of Life, since it is thought of Food and Housing, as
basic human needs.
Market research
The market study was elaborated with the objective of really knowing our
market, that is to say, the population to which we are directed and in this way
to be able to satisfy their needs. It is crucial to be informed of the potential
size of our market, as well as to foresee the response to our product or
service, for this reason a market study was elaborated through a questionnaire,
which was based on sufficient questions for the source of information.
We must bear in mind that consumers tend to have higher expectations

regarding the satisfaction of their needs.
- Seeking higher levels of order fulfillment

- They are looking for products tailored to their specific needs.
- Ecologically clean products.
Name of the Project:
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Establishment of a grocery store in the district of La Virgen in the department

of León.
General Objective:
 build a grocery store offering the main products for household use.
Specific Objectives:
 To provide necessary and quality products at the lowest cost to the

inhabitants of La Virgen region.
 Facilitate their access to basic food products by saving them the trip to
Managua.
 Save them time in the purchase of the necessary products for their
homes.
PROBLEM TREE
High travel costs and time to Does not obtain quality They have to buy the
go to Managua to buy the products products in leonPage
at 4very
necessary products in their high prices.
homes.
DOES NOT OBTAIN

QUALITY PRODUCTS.
INACCESSIBILITY OF BASIC FOOD PRODUCTS TO THE INHABITANTS OF THE COMARCA LA

VIRGEN, LEON.
There is no store that Difficulty of transportation Great distance between

meets the needs of the and convenience of moving the county and the
population. products from Managua to existing shopping
the community. centers.
OBJECTIVES TREE
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Obtaining quality products Lower expenses for Saving time for the
at favorable prices grocery purchases inhabitants of the sector
and allowing them to do
their shopping on site.
ACCESSIBILITY TO NECESSARY PRODUCTS IN

HOUSEHOLDS
Stores offer a sufficient Residents can shop for the Inhabitants will not have
quantity of product to products they need in their to travel long distances.
meet the demand of the homes at nearby stores.
sector's population.
SELECTION OF OPTIMAL ALTERNATIVE
Alternative # 1
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To create a grocery store in the La Virgen district of León. Buying a store,

hiring employees, hiring a security guard, buying shelves, etc.
Alternative #2
To create a miscellany in the comarca la Virgen, león. Buying a store, hiring

employees, hiring security guards, offering perishable products.
Selection of the Optimal Alternative
After analyzing both alternatives, it was concluded that the most feasible would
be the creation/establishment of a grocery store in this sector of La Virgen,
León, since there is still no store in this area that can satisfy the demand of
the sector's inhabitants, in addition to the fact that it requires a lower cost
since perishable products are not offered, which implies the purchase of
refrigerators.In addition, it requires a lower cost because it does not offer
perishable products that involve the purchase of refrigerators and this would
lower costs, as well as most of the merchandise offered is susceptible to be
stored for a prudent time thus allowing greater inventory control and on the
other hand the initial investment can be reduced by seeking or sponsorship of
various brands.
I. Problem Definition
The need for a store that offers all kinds of household products, especially
groceries, in the La Virgen district, in the department of León. It focuses on the
solution of problems, in order to satisfy the need of the inhabitants of this
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region to buy supplies, since being so far away from the cities, they have
difficulties to obtain the necessary products for the home.
With the development of this project we have the vision of being a large and
very well conditioned store where our customers have comfort, with quality
care, specializing in the sale of household products which can bring quality
products to the inhabitants of this region.
We also intend to reduce the risk that these inhabitants have when going to
the cities to look for these products since the markets are far away from the
region and they must travel spending more money in transportation, buying the
products at high prices in the nearest places and taking risks in places that are
unfamiliar to them.
This store will benefit the region because having a nearby store to go to for
their shopping will give them security and take advantage of their time, as well
as buy at affordable prices and get quality products in return. The project will
also generate employment by hiring local people to work as store clerks.
Market Research
I. Description of the services, products to be offered in the store

according to the project's line of business.
The creation and/or establishment of a grocery store is considered a practical

project due to its proximity to the homes near the sector, where they can
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make small market purchases for their daily use, also offering products of the
highest quality in small quantities and reasonable prices that is very convenient
for families especially when the closest market to the area is where the project
would be established.
The main products that would be purchased in a barred store are the main
ones: vegetables, legumes, as well as general groceries that need to be
consumed on a daily basis or as weekly housewife purchases in order to have
them within reach in their locality.
The products most in demand among the population are those belonging to
the following groups:
General groceries
Personal Hygiene
Household cleaning
Cremeria
Disposable
Candies
II. Market Characteristics
a. Point of sale of the product, size of the target population
Geographic market of reference, the territory to which our project refers to

those to whom we are going to offer your products, in this case to the region
of Los Cocos, León, directed especially to the majority of the population, of all
ages and of both sexes.
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The reference market of our project is formed by the inhabitants of the sector
and especially in the area where the business will be located and that includes
mostly housewives who come to stock up on merchandise to store it at home
to prepare their food, another amount are children who come to buy candy
and another important group is formed by young people with good purchasing
power who come in search of products, that is, oriented to the entire
population of the sector of the virgin and surrounding areas to the site,
children, youth, adolescents and adults, that is, children, youth, adolescents and
adults.In other words, it is oriented to the entire population of the sector of the
virgin and surrounding areas to the site child, youth, adolescents and adults,
who by their ages and sex have diverse and different habits and reasons for
purchases that we will try to satisfy with the promotion of this project.
This project aims to be more than a grocery store, it is to offer some

complementary and necessary products for the home of each and every one of
the inhabitants of the sector.
We have considered people's expectations, the growing population and their

purchasing power that allow them to find what they are looking for, being
willing to pay for a service that guarantees opportunity and sufficiency of the
most common products with an adequate availability and above all a quality
service along with a good treatment.
b. Supply and Demand Analysis
There is no service of this type in the town that is capable of meeting the
demand of its inhabitants. People have to go to the municipal market or in
many other cases to Managua, which although it is true that they have
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everything they need, they are very far from the place and people have to
spend too much time going back and forth.
There are few stores that, in addition to selling groceries, usually sell
complementary products necessary for the home, and if they do, they do not
have an adequate assortment, most of them have a great deficiency of
merchandise, that is, the volume and variability of products are scarce, and
they are sold at a high cost compared to those in the market.
There is no grocery store in the village with the attractiveness of an adequate

assortment of more convenient products with a certain modernity such as being
well displayed within reach and in the conditions and quantities that people
expect.
b.1 Demand Analysis

Source of data
b.1.1Primary Data
For the analysis of the offer, first of all, it should be noted that the objective
of this project is to reach the largest number of consumer customers,
regardless of age, sex and income, belonging to the middle or lower class in
the Los Cocos region in Leon, i.e. our products are aimed at different types of
people. It is known that among the potential buyers willing to purchase the
products to be offered there is a population of 1,000 people of an age that
can buy, even though they do not have high incomes, the products to be
offered are of great importance in the home so they cannot refrain from buying
them, in addition to the fact that the other stores do not offer inputs of the
quality and quantity that will be offered.
The analysis of this is achieved through the compilation of primary and

secondary sources. The primary sources were obtained through direct contact
with the inhabitants of the sector, as well as through observation when visiting
some of the places in the sector. For the collection of primary data, surveys
were used in an attempt to obtain first-hand information that would be useful
for the analysis of the different sections of the research. It is very important at
the time of obtaining information, surveys, in order to determine the degree of
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satisfaction that consumers perceive with respect to the quality of the products
and the establishment of our store.
b.1.2 Data Collection

Sampling Plan
For the sample design, the non-probabilistic sample method was used because
it is the method that requires the least time and resources for the research.
b.1.2 Reference Framework for Sampling
Universe: Population of Los Cocos
Sampling Unit: Hbtes. From the Comarca Los Cocos León.
Sample size: 100 people from the La Virgen region.
The surveys that were carried out were taken from a sample of 100 people,
representative of the group to be studied, in order to carry out this survey,
people were asked to fill them out, residents of the coconuts, in different
neighborhoods that were selected according to the criteria of the project
proponent, considering that they are neighborhoods with greater probabilities,
for the commercialization of the products, given that the sample has
homogeneous characteristics to the desired population.Given that the sample
has homogeneous characteristics to the desired population, the format that was
delivered included:
Persona Encuestado___________________________ FEM

MORE
Date: _______________
1. Would you like to have a store that offers a wide variety of products?
YES _____ NO____
2. When you buy a product, you buy it on the basis of:
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Price______ Quality _______ brand _____
3. What types of products do you usually buy?

Groceries in general________ personals_________ Cremeria_______
Home hygiene________
4. Used to buying brands

Yes______ No _______
5. Where do you usually purchase products?

Managua market_____ local market_____ nearby stores___
6. Who usually decides to buy?

Mom____ Dad____ Wives____ children_____ others____
7. Rate according to an importance scale 0-10 totaling 10
Quality/durability
Price/comfort
Brand/rename
10
8. How often you buy
Daily_______ Weekly_____ Biweekly______ Monthly_____
9. Do you live with

Spouse______ Son (a)_______ Mom _____ Dad_____ Others______
Especifique_______________________________________________________
10. In case you work your income is:
More than minimum wage ______ Minimum wage______ Less than minimum
wage______
11. Level of education
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Elementary______ High School____ College_____ Technical_____ Trade_____

12. Marital status
Single_____ married______ other_____
13. Do you have children

Yes________ No_______ If yes, how many are there? ___________
14. There are teenage members

Yes_______ No_______
15. Age:
how
many
Under 15
15/19 years
20/24 years
25/29 years
30/31 years
35/39 years
39 to more
16. members of your family

how
many
2- 5
6- 8
9-15
The following are the results in percentages of the responses obtained through
the survey. It is recalled that 100 people were surveyed
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Necesidad de una tienda que

ofresca gran variedad de pro-
ductos
si
no
20%
80%
80% of the sample answered that they would affirmatively like to have a store
nearby that offers a wide variety of products.
Cuando compra un producto lo

hace en base:
Precio
25% Calidad
40% Marca
35%
25% of the population surveyed answered that when they buy a product they
do so based on the brand, 40% on the price of the product and the remaining
35% on the quality of the product.
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Que tipos de Productos acostumbra a

comprar:
abarrotes en general personales Higiene del hogar
cremeria otros
10%
10%
40%
20%
20%
In the surveys conducted, it was determined that 40% of the people used to
buy groceries in general, 20% personal items, 20% household hygiene, 10%
grocery and 10% other.
Acostumbra a Comprar Marcas

SI NO
45%
55%
The surveys concluded that 45% of the inhabitants of this region are
accustomed to buying products based on brand names and 55% are
guided by the most favorable prices when purchasing inputs.
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Donde Generalmente Adquiere sus

Productos
Mercado Managua Mercado Local Tiendas Locales
10%
25%
65%
The survey determined that of the 100% of the sample taken from the
inhabitants, 65% buy their supplies in the Managua market, 25% buy them in
local markets and only 10% buy them in local stores due to the lack of
products in these.
Quien normalmente decide Comprar
5%
10%
Mama
Papa
Esposa
50% hijos
25%
Otros
10%
During the survey, it was verified that 50% of the buyers are mothers, 25% are
wives, 105% are fathers, 10% are children, and 5% are others.
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Segun escala de importancia la gente

decude comprar por:
Calidad/duración Precio/comodidad Marca/renombrada
20%
45%
35%
In the surveys conducted, it was possible to obtain information on the basis on

which people base their purchases and as can be seen, most of the
respondents base their purchases on the quality/durability of the product,
followed by price/comfort and lastly on the brand of the product.
Frecuencia de Compra de la poblacion
14%
Diario
Semanal
14% Quincenal
Mensual
50%
23%
From the data collected, we can see how often the inhabitants of the sector
make their purchases, and as we can see, 50% of them do so on a daily
basis.
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Cantidad de Habitantes
Menor de 15
8% 15/19 anos
9% 19% 20/24 anos
25/29 anos
30/31 anos
17% 12%
35/39 anos
39 a mas
18%
18%
Through the surveys conducted among the inhabitants of the sector, we can
see that the majority of the population that lives in this sector and that will be
satisfied with the establishment of a new grocery store are those under 15
years of age, followed by those 20-24, 25-29 and the rest make up a minority
that is still important, but very significant.
According to the survey

segun el numero de personas conducted among the
Considera a su familia inhabitants of the sector,
2-5 personas Pequena 6-8 Personas Mediana 45% responded that they
9-15 Personas Grande belong to families with a
number of members of 5-8
10% people, 35% of these
responded that they belong
40% to families with no more
than 5 members and the
remaining 20% responded
50%
that their family is made up
of no more than 15 people,
but these are not very
common.
b.2 Bid Analysis
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Once we have identified the demand for our products within the target
population, we can determine the supply for our project, which we do by means
of the results obtained in the surveys carried out to determine the demand and
better understand the needs of the population.
In the village there is no potential competition, there are currently two stores,
which do not meet the needs of the general population, in addition to offering
very high prices in relation to the markets (municipal, Managua, etc.), in
addition to not offering quality products, fresh, in short, they do not meet the
needs of the inhabitants.
On the other hand, in order to determine what our offer will be, we have based
ourselves on information obtained from the NATIONAL INSTITUTE OF
STATISTICS AND CENSUS, which offers us information on the price and monthly
cost of the products that make up the basic basket of goods in our country,
also taking into account that our store will not sell perishable products since
we are a grocery store and we do not intend to be a miscellaneous store.We
have also taken into account that our store will not sell perishable products
since we are a grocery store and we do not intend to be a miscellaneous
store.
The strategy that the "Suplí-Hogar Store" will adopt is to make known to the
public, the quality of its products, at an affordable price, which will provide the
satisfaction of being able to find everything you are looking for in one place at
a very good price.
In the virgin region where the store is located, there is no real competition, as
there are no establishments with the capacity to satisfy the current demand,
however it is foreseeable that given the possibilities offered by the market, a
competitor may appear.
On the other hand, in a more global scope, as in the City, there are the
different markets of the capital and the municipal markets.
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NATIONAL INSTITUTE OF STATISTICS AND CENSUS
PRICE AND MONTHLY COST OF THE 53 PRODUCTS OF THE URBAN BASIC FOOD BASKET
FOR THE CITY OF MANAGUA, ACCORDING TO CHAPTERS
(CORDOBAS)
YEAR 2010
Unit of
Product name measur quantity July August September October November December
e
Food staples Price Cost Price Cost Price Cost Price Cost Price Cost Price Cost
Rice Libra 18 3.11 55.98 3.12 56.16 3.11 55.98 3.10 55.80 3.06 55.08 3.05 54.90
Bean Libra 18 5.38 96.84 5.37 96.66 5.32 95.76 5.43 97.74 5.46 98.28 5.38 96.84
Sugar Libra 24 2.99 71.76 3.04 72.96 3.04 72.96 3.06 73.44 3.06 73.44 3.07 73.68
Oil Libra 3 11.54 34.62 11.45 34.35 11.50 34.50 11.50 34.50 11.55 34.65 11.57 34.71
Salt Libra 2 1.02 2.04 1.02 2.04 1.02 2.04 1.02 2.04 1.02 2.04 1.02 2.04
Subtotal Basic 261.24 262.17 261.24 263.52 263.49 262.17
Meats
Beef Posta Libra 4 17.31 69.24 17.13 68.52 17.22 68.58 17.22 68.88 17.25 69.00 17.27 69.08
Chicken meat Libra 3 9.82 29.46 9.82 29.46 9.83 29.49 9.73 29.19 9.83 29.49 9.86 29.58
Pork Posta Libra 2 18.52 37.04 18.65 37.30 18.50 37.00 18.46 36.92 18.63 37.26 18.81 37.62
Fish cutlet Libra 3 15.03 45.09 15.10 45.30 16.26 48.78 16.30 48.90 18.22 54.66 18.33 54.99
Sub total meats 180.83 180.58 184.15 183.89 190.41 191.27
Dairy and eggs
Liquid milk Liter 20 5.50 110.00 5.50 110.00 5.50 110.00 5.50 110.00 5.50 110.00 5.85 117.00
Whole milk 400 gr 4 18.05 72.20 18.07 72.28 18.05 72.20 18.15 72.60 18.10 72.40 18.17 72.68
Eggs Dozen 3 9.59 28.77 9.46 28.38 9.77 29.31 11.69 35.07 11.98 35.94 11.60 34.80
Dried cheese pound 4 11.79 47.16 12.58 50.32 14.19 56.76 15.20 61.04 15.57 62.28 16.51 66.04
Subtotal dairy and
eggs 258.13 260.98 268.27 278.71 280.62 290.52
Perishables
tomato Libra 7 3.02 21.14 2.93 20.51 3.54 24.78 4.19 29.33 6.07 42.49 7.13 49.91
onion pound 3 4.67 14.01 5.42 16.26 5.57 16.71 5.35 16.05 4.84 14.52 4.28 12.84
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(CORDOBAS)
YEAR 2010
Unit of
e
Price Cost Price Cost Price Cost Price Cost Price Cost Price Cost
Cabbage Libra 7 1.54 10.78 1.32 9.24 1.09 7.63 1.09 7.63 1.27 8.89 1.40 9.80
Papa Libra 5 3.31 16.55 2.74 13.70 2.12 10.60 2.00 10.00 1.98 9.90 2.10 10.50
Ripe banana Libra 12 1.46 17.52 1.52 18.24 1.56 18.72 1.51 18.12 1.48 17.76 1.72 20.64
Green banana Libra 6 2.63 15.78 2.48 14.88 2.29 13.74 2.16 12.96 2.01 12.06 2.03 12.18
Subtotal
Perishables 95.78 92.83 92.18 94.09 105.62 115.87
Cereals
Tortilla Libra 10 4.70 47.00 4.95 49.50 4.92 49.20 4.77 47.70 4.63 46.30 4.61 46.10
Bread Libra 21 5.00 105.00 5.00 105.00 5.22 109.62 6.00 126.00 6.00 126.00 6.00 126.00
Pinolillo Libra 5 7.04 35.20 7.15 35.75 7.22 36.10 7.25 36.25 7.25 36.25 7.36 36.80
Ground coffee Libra 3 22.41 67.23 22.63 67.89 22.54 67.62 22.47 67.41 22.45 67.35 22.46 67.38
Subtotal Cereals 254.43 258.14 262.54 277.36 275.90 276.28
Total food 1050.41 1054.70 1068.38 1097.57 1116.04 1136.11
Household uses
Household
expenses
Washing soap Unit 6 2.98 17.88 2.94 17.64 2.94 17.64 2.93 17.58 2.95 17.70 2.94 17.64
Detergent Unit 2 1.24 2.48 1.23 2.46 1.26 2.52 1.25 2.50 1.24 2.48 1.23 2.46
Toothpaste Unit 1 9.60 9.60 9.83 9.83 9.99 9.99 9.98 9.98 10.05 10.05 10.05 10.05
Phosphorus Box 6 0.46 2.76 0.50 3.00 0.52 3.12 0.52 3.12 0.52 3.12 0.53 3.18
Broom Unit 1 9.54 9.54 9.58 9.58 9.38 9.38 9.35 9.35 9.42 9.92 9.84 9.84
Toilet paper Roll 3 2.99 8.97 3.00 9.00 3.01 9.03 3.00 9.00 3.01 9.03 3.01 9.03
Bath soap Unit 3 2.08 6.24 2.07 6.21 2.04 6.12 2.04 6.12 2.02 6.06 2.03 6.09
Page 22
(CORDOBAS)
YEAR 2010
Unit of
e
Price Cost Price Cost Price Cost Price Cost Price Cost Price Cost
Sanitary napkins Bag 1 4.70 4.70 4.75 4.75 4.75 4.75 4.83 4.83 4.96 4.96 4.96 4.96
Deodorant nac Unit 1 9.98 9.98 9.98 9.98 9.98 9.96 9.99 9.99 9.84 9.84 9.81 9.81
Toothbrush Unit 0.33 4.20 1.39 4.21 1.39 4.21 1.39 4.09 1.35 4.20 1.39 4.22 1.39
Subtotal
Household
expenses 73.54 73.84 73.90 73.82 74.65 74.45
Rates
Butane gas 25 lb 1 75.69 75.69 75.74 75.74 79.89 79.89 83.24 83.24 82.10 82.61 83.81 83.81
Electric light KW 100 1.1742 117.42 1.1742 117.42 1.1742 117.42 1.1742 117.42 1.1844 118.44 1.1844 118.44
Water Gallons 5292 0.0125 66.15 0.0125 66.15 0.0125 66.15 0.0125 66.15 0.0125 66.15 0.0125 66.15
Transportation passage 180 2.00 360.00 2.00 360.00 2.00 360.00 2.00 360.00 2.00 360.00 2.00 360.00
Subtotal Fees 619.26 619.31 623.46 626.81 626.60 628.40
Total Household
uses 692.80 693.15 697.36 700.63 700.65 702.85
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b.2.1 Competence
Seniority
Competition Address
in the Market
On-site sales The virgin 1 year
Municipal Market Leon 50 years
Oriental Market Managua 50 years
Israel Lewites Market Managua 20 years
Rivalry among competitors at this time is a moderately important threat, and the entry of new competitors is
a potential threat that also represents a moderate risk. It is very important for the company to maintain a
good business relationship with suppliers, since they are in charge of production.
As for the market, it is sufficiently large and, since sales are retail, there is practically no threat in negotiating
with customers, if the Store maintains the requirements needed to satisfy demand.
The products that the store "Suplí-hogar" offers are products of very good quality and above all at accessible
prices that allow the inhabitants of the sector to be able to acquire products for their daily consumption and
that are of first necessity in each of their homes, as well as offering different prices that adapt to their
pockets. When buying in our store, the customer checks the quality of the products and the great variety of
these in our facilities and of course diversity of prices, quality, sensitive products to the taste of the
consumer.
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The product is expected to reach the customer not only in a physical form through the eyes and touch, but
also remembering it through the psyche, because of the good and pleasant treatment, which was obtained by
the store's consultants and the interest they took in listening to them and the quick response they got from
them.
The delivery of the products to the customers is made at the place of purchase, that is to say, in the
establishment they are placed in bags of gavacha to give more comfort in the transfer of the products to our
customers.
b.2.2 Suppliers
In the Capital, there are several distributors dedicated to the commercialization of groceries and diverse
products for the home, all of very good quality and low cost, which allow implementing the variety of products
that will be offered in the store, therefore this power will not significantly affect the store, since it will always
have the merchandise available.
As sales are made at retail level, this is not a problem. In addition, as we already know, customers show a
low percentage of loyalty to a given establishment.
Suppliers Address Promotions Form of payment

Osiris Distributor M. If they have Cash
Oriental
Coca-Cola - Fensa C.North If they have50% initial and 50% after
15 days.
Big - tail C. North They do not 30 initial and the rest the
have following month.
Jerusalem M. They do not Cash
Distributor Wholesale have
The large winery M. If you have Cash
Oriental
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In the table above we can see which will be the suppliers of our products, and also highlights that most of
the products will be purchased in places that sell wholesale and low price in the capital. For this reason, it
will be programmed according to this project to have a stock as optimal as possible, and thus supply us with
the various products that we will offer in our store.
C.1 F.O.D.A. Analysis
Strengths
 Competency Knowledge.
 Product Quality
 Product Complementarity
 Products are supplied on a weekly basis.
Weaknesses
 The product line is so wide, since being a grocery store, there are a variety of products.
 Increase in Fixed and Variable Store Costs.

Opportunities
 Demand is unsatisfied, as there are not many nearby competitors.

 The products are sold in the market because they are basic necessities.
 The income level of potential consumers in the sector is very good.
 There are many suppliers that sell at low cost, and market good quality products.
Page 26
Threats
 New competitors could enter the region.

 Increase in prices of basic food basket products.
III. Products to Offer

The products to offer, here we highlight the establishment of the absolute potential market of the segment to
which we are directed, this task was performed based on the data obtained in the survey conducted to
determine the demand, in this we are based to meet the needs of the population.
The following is a classified list of the main products that we intend to offer in our grocery store:
General Groceries
Rice Condensed milk Matches Cookies
Bean Powdered Milk Gelatin Soluble and Bean Coffee
Sugar Simple bread Wheat Flour Consommé
Salt Sweet Bread Batteries Mayonnaise
Oil Soft drinks Juices Baby food
Instant Soup Corn flour Oats Cinnamon
Spaghetti Pasta Cigars Cereal
Personal Hygiene
Page 27
Toothbrush Toothpaste Bar soap Shampoo
Home Cleaning
Chlorine Laundry soap insecticide Multipurpose soap
Disposables
Panales Feminine towels Toilet paper Shavers
Candies
Meneitos Candies Chewing gum
The following table shows the products we offer, with a description of the different brands we offer, as well as
the cost of the initial investment in terms of inventory with which we expect to start our project.
Estimated Offer Supli - Home
Quantity unit of measure Product Brand Unit cost Total

3 Qq Rice Dona Maria C$ 600.00 C$ 1,800.00
2 Qq Rice Spiga Gold C$ 950.00 C$ 1,900.00
2 Qq Rice Pheasant C$ 850.00 C$ 1,700.00
3 Vidon Oil C$ 450.00 C$ 1,350.00
2 Qq Sugar C$ 400.00 C$ 800.00
1 Qq Bean Red C$ 1,200.00 C$ 1,200.00
1 Qq Bean Chile C$ 1,000.00 C$ 1,000.00
3 Bolson Salt C$ 24.00 C$ 72.00
2 Bolson Salt Refined C$ 36.00 C$ 72.00
Page 28
24 Box Eggs farmer C$ 57.00 C$ 1,368.00

C$ 11,262.00
Cereals
5 Bolson Oats Quaker C$ 204.00 C$ 1,020.00
2 Box soft drink Tang C$ 547.00 C$ 1,094.00
medium Qq Pinolillo Pinolillo C$ 1,000.00 C$ 1,000.00
1 Box soft drink Zuko C$ 500.00 C$ 500.00
12 Bag Simple Bread C$ 9.00 C$ 108.00
10 Bag Sweet bread C$ 15.00 C$ 150.00
5 Box Coffee Presto C$ 95.00 C$ 480.00
4 Bag Coffee Bull C$ 120.00 C$ 480.00
2 Box Coffee Nescafe C$ 85.00 C$ 170.00
C$ 5,002.00
Household use
5 unit Broom C$ 22.00 C$ 110.00
2 Box Disinfectant C$ 600.00 C$ 1,200.00
Box Washing soap
4 Washing soap Exta C$ 400.00 C$ 1,600.00
4 Washing soap Ivory C$ 350.00 C$ 1,400.00
Detergent C$ -
4 Bolson Detergent Xedex C$ 280.00 C$ 1,120.00
4 Bolson Detergent Surf C$ 250.00 C$ 1,000.00
Chlorine (white
4 Bolson magic) C$ 200.00 C$ 800.00
4 Bolson Soap of junk C$ 250.00 C$ 1,000.00
6 Bolson Suavitel C$ 300.00 C$ 1,800.00
2 Bolson paste to wash junk C$ 45.00 C$ 90.00
8 Phosphorus C$ 30.00 C$ 240.00
C$ 10,360.00
Personal Grooming
2 Box Toothpaste Colgate C$ 240.00 C$ 480.00
Page 29
Toilet paper
3 Bolson Toilet paper Scott C$ 300.00 C$ 900.00
3 Bolson Toilet paper Nevax C$ 380.00 C$ 1,140.00
3 Bolson Toilet paper Encanto C$ 250.00 C$ 750.00
Bath soap
2 Box Bath soap Camay C$ 200.00 C$ 400.00
2 Box Bath soap palmolive C$ 250.00 C$ 500.00
1 Bolson Bath soap Fruit tree C$ 150.00 C$ 150.00
Sanitary napkins C$ -
2 Bolson Sanitary napkins Kotex C$ 300.00 C$ 600.00
2 Bolson Sanitary napkins Saba C$ 350.00 C$ 700.00
2 Box Toothbrush colgate C$ 150.00 C$ 300.00
Shavers
2 Bolson permasharp C$ 85.00 C$ 170.00
2 Bolson Gillett C$ 105.00 C$ 210.00
C$ 6,300.00
Others
Instant Soup Magi
2 Box small C$ 65.00 C$ 130.00
2 Box grande C$ 80.00 C$ 160.00
3 Box Spaghetti Pasta C$ 60.00 C$ 180.00
2 Candies C$ 35.00 C$ 70.00
2 Chewing gum C$ 30.00 C$ 60.00
Meneitos
6 Yumis C$ 600.00 C$ 3,600.00
6 Diana C$ 700.00 C$ 4,200.00
C$ 8,400.00
Disposables
2 Bolson Games 150 C$ 300.00
2 Huggies 200 C$ 400.00
C$ 700.00
Page 30
BIG TOTAL C$ 42,024.00
It should be clarified that this is the estimated supply and therefore the purchases for the assortment will be
made depending on the output of each product stored.
Page 31
c. Strategy and Pricing
The price, due to the characteristics of the products of the basic food basket,
is variable and will depend on the market price and the times when these
products are abundant and scarce.
The price of the products to be offered will consist of the monetary value that
the company will be willing to offer in the market and the customers will be
willing to acquire according to the need and degree of satisfaction.
The price of the products will be based on the average price at which they are
offered in the market by the competition.
This is advantageous, since it is also an initial strategy of penetration and

incorporation of the Suplí-Hogar Store in the market, even a somewhat lower
price than the competition can be requested, given that we are in the
investment stage and seeking to attract and capture customers from the
competition.
This method was chosen due to the diversity of the product line in the market
and therefore it is not advisable to use pricing on percentage of profit margin
since the prices of these products are already defined in the market and the
population is aware of these prices and it would be risky for the business
activity to increase them, prices should be set according to the market and
thus face the competition.
Page 32
The prices that the Suplí-Hogar Store offers consist of:
Attributes
Unit of
Product name measure Prices /Favorable Brand
Food staples
Rice Libra C$ 10.00 C$ 13.00
Bean Libra C$ 12.00 C$ 16.00
Sugar Libra C$ 6.50 C$ 7.00
Oil Liters C$ 36.00 C$ 36.00
Salt Libra C$ 3.00 C$ 5.00
Eggs Dozen C$ 3.50 C$ 3.50
Cereals Grams C$ 40.00 C$ 60.00
Simple Bread Unit C$ 1.00 C$ 2.00
Sweet Bread Unit C$ 5.00 C$ 10.00
Pinolillo Libra C$ 5.00 C$ 20.00
Ground coffee Libra C$ 2.00 C$ 5.00
Household uses
Washing soap Unit C$ 10.00 C$ 17.00
Detergent Unit C$ 5.00 C$ 10.00
Toothpaste Unit C$ 18.00 C$ 24.00
Phosphorus Box C$ 2.00 C$ 2.00
Broom Unit C$ 30.00 C$ 35.00
Toilet paper Roll C$ 10.00 C$ 14.00
Bath soap Unit C$ 10.00 C$ 14.00
Sanitary napkins Bag C$ 15.00 C$ 24.00
Toothbrush Unit C$ 10.00 C$ 25.00
Instant Soup Unit C$ 10.00 C$ 15.00
Oats Libra C$ 12.00 C$ 20.00
Spaghetti Pasta Unit C$ 7.00 C$ 12.00
Cigars Box C$ 15.00 C$ 24.00
Shavers Unit C$ 9.00 C$ 14.00
Panales Unit C$ 5.00 C$ 8.00
Candies Unit 3*5 C$ 3.00
Chewing gum Unit C$ 2.00 C$ 10.00
Meneitos Unit C$ 2.00 C$ 5.00
IV. Marketing Strategy
Page 33
a. Sales policies and means of product diffusion

The main strategy is based on quality of service and customer care.
We will also seek to maintain an attractive assortment of the most convenient

items at reasonable prices and with the best presentation, maintain a careful
attention in a wide schedule that suggests security to the customer that he/she
could find what he/she is looking for or needs for pleasure or necessity at
his/her reach at the moment he/she requires it and at a short distance.
Sales Plan
The company will focus its sales on the retail customer, so it will have two
permanent salespeople on site to offer its products to consumers within its
premises.
The company's sales target for the first year is 0.25%, 0.27% for the second
year, 0.30% for the third year, and according to demand regression estimates,
0.32% for the fourth year and 0.35% for the fifth year.
To make our sales plan we have based our plan on the number of family
members, taking as a basis the data from the surveys conducted where the
respondents answered that according to the number of family members they
considered them in small, medium and large, as well as we made this plan
according to the expected weekly sales.We also made this plan according to
the expected weekly sales, as well as according to the data obtained in the
surveys and the census conducted by the Institute of Statistics and Census.
Weekly Sales Plan Supli-Hogar

Sales Week Plan
Page 34
Families Medium
Product name Unit of measure Quantity Pricev /Favorable Cost
Food staples
Rice Libra 21 C$ 10.00 C$ 210.00
Bean Libra 4 C$ 12.00 C$ 48.00
Sugar Libra 5 C$ 6.50 C$ 32.50
Oil Liters 3 C$ 36.00 C$ 108.00
Salt Libra 1 C$ 3.00 C$ 3.00
Eggs Unit 25 C$ 3.50 C$ 87.50
Cereals Grams 2 C$ 40.00 C$ 80.00
Simple Bread Unit 36 C$ 1.00 C$ 36.00
Sweet Bread Unit 20 C$ 5.00 C$ 100.00
Pinolillo Libra 2 C$ 5.00 C$ 10.00
Ground coffee Libra 2 C$ 2.00 C$ 4.00
Household uses
Washing soap Unit 3 C$ 10.00 C$ 30.00
Detergent Unit 8 C$ 5.00 C$ 40.00
Toothpaste Unit 1 C$ 18.00 C$ 18.00
Phosphorus Box 3 C$ 2.00 C$ 6.00
Broom Unit 1 C$ 30.00 C$ 30.00
Toilet paper Roll 3 C$ 10.00 C$ 30.00
Bath soap Unit 2 C$ 10.00 C$ 20.00
Sanitary napkins Bag 1 C$ 15.00 C$ 15.00
Toothbrush Unit 1 C$ 10.00 C$ 10.00
Instant Soup Unit 4 C$ 10.00 C$ 40.00
Oats Libra 1 C$ 12.00 C$ 12.00
Spaghetti Pasta Unit 3 C$ 7.00 C$ 21.00
Shavers Unit 3 C$ 9.00 C$ 27.00
Total C$ 1,018.00

Sales Week Plan
Page 35
Small Families
Product name Unit of measure Quantity Pricev /Favorable Cost
Food staples
Rice Libra 17.5 C$ 10.00 C$ 175.00
Bean Libra 4 C$ 12.00 C$ 48.00
Oil Liters 2 C$ 36.00 C$ 72.00
Salt Libra 1 C$ 3.00 C$ 3.00
Eggs Unit 20 C$ 3.50 C$ 70.00
Household uses
Broom Unit 1 C$ 30.00 C$ 30.00
Oats Libra 1 C$ 12.00 C$ 12.00
Total C$ 769.50

Sales Week Plan
Large Families
Product name Unit of measure Quantity Pricing/Favorable Cost
Food staples
Page 36
Rice Libra 28 C$ 10.00 C$ 280.00

Bean Libra 6 C$ 12.00 C$ 72.00
Oil Liters 4 C$ 36.00 C$ 144.00
Salt Libra 2 C$ 3.00 C$ 6.00
Eggs Unit 30 C$ 3.50 C$ 105.00
Household uses
Broom Unit 1 C$ 30.00 C$ 30.00
Oats Libra 2 C$ 12.00 C$ 24.00
Total C$ 1,353.00
b. Marketing channels
The type of demand that will be tended to is basically the local population and
that of nearby towns, since it is intended that the people who live around the
area where the establishment is located will come to it.
Page 37
In the region, the trader is relatively small and offers undifferentiated products,
so he cannot influence the price. The risk of non-sale is considered to be low.
The distribution channel to be used is as follows:
Direct sales: Consists of a direct relationship between the business and

the customer, in order to achieve a better approach and initiate a good
communication with customers, promoting trust, security and loyalty to
the products offered by the store.
c. Product transfer to the Point of Sale

The merchandise will be purchased directly from distributors, in places that ship
at wholesale and low prices in the capital, using vehicles available from the
family for this purpose, making trips once a week to optimize costs. For this
purpose, this project will have to have the best possible stock.
d. Promotion and advertising

Advertising Plan
Our advertising plan will be a strong support for the activities of the business
since it will make the existence of the store known to the inhabitants of the
region and surrounding areas. This plan consists of:
Place advertising banners in the inhabited area to publicize the opening

of the business.
Announcements will be made by means of advertising carts so that the

population knows when the facility is open and the hours of operation.
Flyers will be handed out mentioning some of the products we offer so

that the community can learn a little more about our store.
Page 38
Promotion and Advertising

Media and Unit Total Annual
Communications Quantity Period Schedule Cost Cost
C/ 3
Posters 4 months 17.000 816.000
In the inhabited area
from 09:00
to 12:00 19.20
Flyer Distributors 4 c/ Weekend hs. 100.000 0.000
1.00
Flyer Printing 0 c/ month 50.000 600.000
Promotion plan
The promotion of the services will be carried out through the following scheme:
Personal Sales: It will be carried out in the Sales Room of the Store by
the Salespersons, who will be trained to provide quality service.
Sales promotions: Promotions will take place on the sales floor but will
be communicated to Customers through posters or advertising banners.
Discounts and promotions on items will be made when the suppliers
indicate which products are on promotion and/or discount and we will
be in charge of transmitting it to the customers.
The general purposes of the Store promotion are to create awareness and
interest in the products and the Store organization, to differentiate the service
offering from the competition.
CONCLUSION
When conducting the market study, taking into account all aspects such as
demand, supply and prices of the products to be offered, it was observed that
the inhabitants of the district needed a store that would provide them with the
main products of the basic food basket, and consequently we can say that
they are willing to go to the store to get the products.
Page 39
The market study allowed us to know the products needed and also the
quantity demanded by the inhabitants in order to be able to offer a quantity of
products adequate to the demand of the population. It also allowed us to know
what prices people were willing to pay for them.
The results of this study show that carrying out this project will benefit both
parties, since the citizens of the region will be able to obtain the main products
close to their homes at affordable prices and the business will generate income
for its activities.
According to our criteria and based on the analysis of the market study, we
believe that the creation of a grocery store in the Los Cocos region is a viable
and profitable option, and easy to implement.
Page 40

Grocery Store Project

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Grocery Store Project

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Project Formulation and Evaluation

In the course of the development of this Investment Project, an analysis was

It is expected that the information contained in this project will serve as a

Company Executive Summary

Number of people employed

The number of people to be used in the company is: 4 people.

Customers that can be reached

The company's goal is to reach as many end consumer customers as possible

The name of the company was chosen as "Supli- Hogar",

The proposed business is a store dedicated to the purchase and sale of

We must bear in mind that consumers tend to have higher expectations

- Seeking higher levels of order fulfillment

Name of the Project:

Establishment of a grocery store in the district of La Virgen in the department

 To provide necessary and quality products at the lowest cost to the

DOES NOT OBTAIN

INACCESSIBILITY OF BASIC FOOD PRODUCTS TO THE INHABITANTS OF THE COMARCA LA

There is no store that Difficulty of transportation Great distance between

ACCESSIBILITY TO NECESSARY PRODUCTS IN

SELECTION OF OPTIMAL ALTERNATIVE

To create a grocery store in the La Virgen district of León. Buying a store,

To create a miscellany in the comarca la Virgen, león. Buying a store, hiring

Selection of the Optimal Alternative

I. Description of the services, products to be offered in the store

The creation and/or establishment of a grocery store is considered a practical

II. Market Characteristics

a. Point of sale of the product, size of the target population

Geographic market of reference, the territory to which our project refers to

This project aims to be more than a grocery store, it is to offer some

We have considered people's expectations, the growing population and their

b. Supply and Demand Analysis

There is no grocery store in the village with the attractiveness of an adequate

b.1 Demand Analysis

The analysis of this is achieved through the compilation of primary and

b.1.2 Data Collection

b.1.2 Reference Framework for Sampling

Universe: Population of Los Cocos

Sampling Unit: Hbtes. From the Comarca Los Cocos León.

Sample size: 100 people from the La Virgen region.

Persona Encuestado___________________________ FEM

2. When you buy a product, you buy it on the basis of:

Price______ Quality _______ brand _____

3. What types of products do you usually buy?

4. Used to buying brands

5. Where do you usually purchase products?

6. Who usually decides to buy?

7. Rate according to an importance scale 0-10 totaling 10

8. How often you buy

Daily_______ Weekly_____ Biweekly______ Monthly_____

9. Do you live with

Elementary______ High School____ College_____ Technical_____ Trade_____

13. Do you have children

14. There are teenage members

16. members of your family

Necesidad de una tienda que

Cuando compra un producto lo

Que tipos de Productos acostumbra a

Acostumbra a Comprar Marcas

Donde Generalmente Adquiere sus

Quien normalmente decide Comprar

Segun escala de importancia la gente

In the surveys conducted, it was possible to obtain information on the basis on

Frecuencia de Compra de la poblacion

Price__ Quality _ brand ___

Daily_____ Weekly_ Biweekly Monthly_

Elementary____ High School College_ Technical_ Trade___