2013-2

FINAL PROJECT: “THE ANCHOVY POWER”COURSE: INTERNATIONAL BUSINESSTEACHER: CARBONEL, JOSILÚ L.CHAU LUISEN, NICOLE 1320315 LINO SOLIS, MANUEL JESÚS 1111101 REICHERT, BRENDA DOMENIKA 1320857

TABLE OF CONTENTS1................................................Summary3

2...........................................Introduction3

3...................................Situation in Romania4

3.1 Geography.............................................43.2 Demography............................................43.3 Economic...............................................43.4 Politics and Legal....................................53.5 Culture................................................53.5.1 Ethnics and Religions...........................53.5.2 Technology..........................................63.6 Situation between Romania and the European Union. .64. The Anchovy.........................................74.1 Fishing................................................74.1.1 Ecosystem Impact of the Fishing Sector..........74.1.2 Daily Catches of Anchovy........................74.1.3 Current History about Peruvian Fishing Industry.84.2 Nutrition.............................................84.2.1 Nutritional Properties..........................84.2.2 Importance of Omega-3 and Omega-6...............94.2.3 Advantage of the Anchovy Consumption...........104.3 Gastronomy...........................................114.3.2 Recipes........................................115. Requirements for export and import..................115.1 Exporting from Peru..................................115.2 Before the import to Romania........................12

5.3 When the goods reach Romania........................126. Behavior related to the product....................137. Marketing..........................................147.1 Target Market and Segmentation......................147.2 The Marketing Mix....................................147.2.1 Product........................................157.2.2 Price..........................................157.2.3 Place...............................................167.2.4 Promotion......................................167.3 SWOT Analysis........................................178. Human Resources....................................189. Finance............................................1910. Supply Chain Management...........................1911. Conclusions.......................................2012. Bibliography......................................2113. Appendix..........................................22Table 1. Organization Chart.............................22Table 2. Chart of the Nutrients of the Anchovy compare to other foods...........................................22Table 3. Chart with the Daily Catches of Anchovy in Peru

23

Table 4. Chart of the GDP of Romania...................23Table 5. Supply Chain Management........................24Table 6. Chart with Romania Importations of Fishing Products..................................................24Table 7. SWOT of the Product............................25

1. Summary

This work has the main objective to present Romania as a

country with good conditions to starting business. First

with this investigation we wanted to present the

principal characteristics of Romania and, the relation

that it has with the European Union, because that would

help us know the benefits we have with this country

thanks to the economical aspect to which it belongs, and

the opportunity to start a exporting business.

Romania is a country situated in the East of Europe,

member of the European Union since January 1 of 2007.

Within this occupies the 7th position in number of

habitants and the 9th in geographic expansion.

2. Introduction

The Romanian market of fish is increasing rapidly. The

annual consumption per capita of fish has increase from

2, 6 kg to 3, 6 in just 3 years. Also the consumption is

being diversifying, giving the opportunity for foreign

countries to import specific species of fish.

The preferences of the market it’s focus on specific

species of frozen fish as: Anchovy, Carboneros, Arenque,

Hake, Sardine.

The local production of fish is reducing because Romania

doesn’t count anymore with a fishing fleet. The Black

Sea fleet is unproductive with just 1700 tons of fish in

a year.

So we are using that disadvantage to export our product.

Our business plan is basically sell Anchovy in two

presentations, as a frozen fish and also in a can. It’s

obviously the greatness of this fish, not only because

of the taste of its meat but also of the highly

nutritional value that has. The Anchovy has a big

quantity of proteins oh high quality, with lots of

essentials amino acids, energetic content and most

important fatty acids as Omega 3 and Omega 6, which are

the bases of our daily diet.

3. Situation in Romania

3.1 Geography

Romania is located at the intersection

of Central and Southeastern Europe, bordering on

the Black Sea and to the north is the Balkan Peninsula.

With an area of 238,391 square kilometers, Romania is

the twelfth largest country in Europe. Romania has 3,195

kilometers of border. The country is bordered by Ukraine

and Moldova in the northeast, Hungary and Serbia to the

west and Bulgaria to the south.

3.2 Demography

Romania is the second biggest market of Eastern and

Center of Europe (After Poland) with a population of

21.33 million in 2012. In October 2011 the population

consisted in Romanians with 89.5%, Hungarians with 6.6%

and Gypsies, which where the smallest group with 2.46%.

The official language of the country is the Romanian,

which is a Romance Language related to Italian, French,

Catalan, Spanish and Portuguese. Romanian is spoken by

almost the 91% of the population; Hungarian and Vlax

Romani are also spoken but only by a minority, 6.7% and

1.1% respectively.

3.3 Economic

The Romanian economy has been experimenting a huge

growth in the last year, and it’s expected to continue

in that way. Being a member of the European Union and

also the forecasting of the entry into the euro zone in

2014, would favor even more the situation of the

country.

In the year 2007 the GDP grew 0.6%, being the 4th time

that it rises. This increasing was due to the rise of

the consumption in the homes of a 12.6%, the increase of

exportations and the entry of foreign investment. In

fact, the FDI that year was about 8.000 million euros.

Romania according to the CIA’s The World Factbook

presents a GDP of $274 billion in 2012 and also a GDP

per capita of $12,800 for the same year. Because of

this, the country has an upper-middle income economy.

In March 2013, the average monthly wage was € 387;

consider one of the lowest in the European Union. The

general government gross debt is low, at 37.8%, of GDP.

Since 2000, Romania has being the main attraction to

foreign investors, becoming the single largest

investment destination in Southeastern and Central

Europe. According to the World Bank, Romania is in the

position 72 out of 175 economies in the easiness of

starting business.

3.4 Politics and Legal

The Current Constitution: based on the Constitution of

France’s Fifth Republic and was approved on December 8,

1991. Type of Government: Constitutional, the president

is elected by popular vote every 4 years, and it can be

reelected only once. The Prime Minister is designated by

the president; Cabinet Council; Chamber of deputies of

328 members, 13 of them are on changer of the ethnics

minorities; Senate of 140 members, also chosen every 4

years; Supreme Court. Current President: Train Basescu

(President since December 2004 and reelected on December

6, 2009) Prime Minister: Victor Ponta (Since September

20, 2012). Next Presidential Elections: December 2013.

3.5 Culture

3.5.1 Ethnics and Religions

The ethnic structure of the country mainly counts with

89.5% of Romanians and 10.5% of other ethnicities. The

other ethnicities include the Hungarian minority (6.6%

of the population), gypsies (2.46% of the population),

Ukrainians (0.28%), Germans (0.27%) and Russians

(0.16%).

Romania is a secular state, which means that they don’t

have any state religion. Even though, the majority of

the country identifies themselves as Christians.

According to the 2002 census, the different religious

groups are: Orthodox Christian (86.7% of the

population), Protestantism (5.2%), Roman Catholicism

(4.7%) and the Romanian Greek-Catholic Church (0.9%).

3.5.2 Technology

Some research in 2011 by the National Institute of

Statistics of Romania (INS) reveals that the industrial

production increases a 5.5%, because of the growth in

the processing industry and the production and supply of

electrical energy, thermal, gas and water.

The main exporters of Romania to the other country-

members of the European Union are: the Automobile

Company Dacia Groupe Renault, Nokia Romania, Honeywell

Technologies, The Oil Company OMV Petrom, Daewoo,

Continental Tires producer from Romania. Out of the

European Union, the main exporters are: Arcelor Mittal

of Galati (Steel Complex), Petrolel Lukoil (Oil

Company), Shipyard STX RO Offshore of Tulcea, Complex

wood processing Holzindustrie Schweighofer and Chemical

Complex Azomures TG Mures.

3.6 Situation between Romania and the European Union

Romania is one of the Member States of the European

Union since January 1, 2007; with the same right and

regulations as the other countries. Romania signed the

membership agreement to the EU in Luxembourg on April

25, 2005; next to Bulgaria and the representatives of

the 25 Member States.

The Commission supervises very close the progress of

Romania in the training of the membership, using the

same legal and egalitarian tools that were used in the

time of the 10 first states added to the Union on May 1,

2004.

The first report was present by the Commission on

October 25, 2005; and on November 7 of the same year

they sent a warning letter that indicated the priorities

areas for the preparation that the treatment demanded

urgently.

The second report presented on May 16, 2006; indicated

that Romania was ready to be integrated to the EU after

solving some outstanding problems. But Romania already

highlighted because of the significant progress in the

areas of justice, fight against the corruption, taxes

and agriculture.

The Commission’s report was presented on September 26,

2006 and confirms the date of January 1, 2007 like the

day of Romania accession. Romania has done already an

important contribution to the Foreign Politics and

Common Security, with the similar statements and

positions with the EU, but also with their involvement

in the military missions and European politics.

Romania has also collaborated with the Common Foreign

and Security Policy (CFSP), having their own experience

in the domain of the foreign politics. The Romania’s

border of the north and east is already the exterior

frontier of the European Union. And that’s why Romania

is actively prepared to contribute to the security space

reinforcement with an effective management of their

exterior frontiers.

4. The Anchovy

4.1 Fishing

4.1.1 Ecosystem Impact of the Fishing SectorAn ecosystem includes a set of organisms of different

species as well as the relationships between organisms

and their interactions with the environment, in a

geographical area and at a particular time. Ecosystems

expand and contract, are likely to change and have a

structure, composition and varying functionality.

The Anchovy (Engraulis ringens) is the central

component, or keystone species, Ecosystem Humboldt

Current (ECH). Relationships that this species has the

rest are key to ecosystem integrity is maintained, since

carnivorous species depend almost exclusively on it for

food, as well as other species that feed on anchovy.

4.1.2 Daily Catches of Anchovy

From the 50’s to now, we have been captured on the

Peruvian coast 250 million metric tons of Anchovy. This

is equivalent to more than 10% of what has been captured

around the world in this period.

4.1.3 Current History about Peruvian Fishing IndustryPeruvian fishing industry has been studied worldwide as

one of the most productive, capable of generating

incredible currency crisis and suffering stunning

collapse industries. Despite the slow trend towards

recovery, the task of incorporating those skills learned

from the experience to ensure sustainability persists.

Mass starts anchovy catch the attention of many in the

early fifties, and that 92% of fish landings of the

decade were composed exclusively of anchovies, for the

production of fishmeal and fish oil.

Today the pressure to increase the volume of fishing is

still valid with the growth of aquaculture, an industry

where fish feed, maintained artificially, based on

fishmeal from Peru. The concern that overfishing of

anchovy recover the magnitude of the seventies and

remains so for finding productive sector alternatives

becomes crucial, as to produce a ton of fishmeal need 3

5 tons of anchovy.

One possibility is to use the gastronomic tourism boom

currently live and create an alternative market, which

does not consume many resources and generate equal or

majors. Encourage direct consumption of anchovy as

canned anchovy soup or steak, allow reducing levels of

fishing to a fifth of what they are today. If this

market stabilizes, jobs and foreign exchange by

producing and exporting favor growth of the fisheries

sector, with the ability to maintain a sustainable

production of fishmeal and fish oil as well as preserves

and other products for direct consumption.

4.2 Nutrition

Anchovy has a lot of high quality protein with many

essential amino acids, also has high energy content and

its high content of essential fatty acids such as Omega

3 and Omega 6, and should be your main source for our

diets.

4.2.1 Nutritional Properties

a) Energy: Energy intake worth the expense of energy

released by physical and metabolic activity, so that

the balance between the consumption and use promotes

good health. The meat, egg and milk are foods that

provide energy primarily from its protein content.

The anchovy is richer in energy than the guinea pig

meat, beef (beef), eggs and even chicken an excellent

option now that the latter is rising in price.

b) Protein: The anchovy is one of the meats with

higher protein content, this means that all the best

defenses we consume, grow faster and faster and our

wounds heal better. Proteins not only help us in the

construction of our body but also promote good mental

development.

c) Fat: The difference between fat meat (birds and

mammals) and fish is that the fish meat is rich in

unsaturated fatty acids. The latter protect the body

as their consumption reduces the risk of heart disease

such as heart attack, stroke or arteriosclerosis.

d) Phosphorus: Phosphorus is an essential ingredient

of bone, second only to calcium. Among the many

functions it performs, we highlight the following:

Help growth and reconstruction of bones, relieves pain

caused by arthritis, keeps gums and teeth in good

condition and helps the functioning of the kidneys.

e) Iron: Iron is found in every cell of the body, is

part of the blood and is responsible for transporting

oxygen throughout the body. Not having the necessary

amount suffer from iron deficiency anemia.

f) Vitamin B1: Vitamin B1 or thiamine is used by the

body to break down sugars in food. This vitamin is

also very beneficial for the nervous system and mental

activity. It is also important for healthy muscles and

prevents the accumulation of fat in the walls of

arteries.

g) Vitamin C: Ascorbic Acid or Vitamin C is one that

allows us to develop and maintain the collagen in our

body helps bleeding gums, etc. helps fight viral and

bacterial diseases.

4.2.2 Importance of Omega-3 and Omega-6

The Omega-3 and Omega-6 fatty acids belong to the group

of polyunsaturated. As our body is unable to manufacture

them, we only can get them from a diet and thus given

the name of essential fatty acids.

IMPORTANCE:

Omega 3: is very important as it plays a key role in

the development of the nervous system in regulating

blood pressure, prevent blood clots, inhibit the

accumulation of cholesterol in our arteries, aid in

hormone action and regulate some inflammatory

reactions and certain defense mechanisms. But above

all, the Omega 3 helps reduce triglyceride levels in

the body is stored helps reduce fat, and reduce the

risk of heart attacks.

Omega 6: helps maintain healthy skin, ensures proper

blood clotting, stimulates favorable to health and

help infants gain weight after birth children.

WHICH TYPE OF FOOD CONTAINED THEM?

Omega 3 is found in oily fish primarily, but also in

seaweed leaves and some green vegetables. Furthermore,

we found in grains Omega 6, in vegetable oils and fish

meat.

It is thus that eating fish three times a week at least,

promotes our well-being and health.

4.2.3 Advantage of the Anchovy Consumption

Compare the anchovy with five most consumed fish by the

population of Lima.

Food Composition per 100 grams per edibleportion

Name Energy

Protein

Fat

Phosphorus

Iron

Vitamin B1

Vitamin C

Anchovy 171 21,0 9,0 276 1,

4 0,01 8,7

Bonito 138 23,4 4,2 258 0,

7 0,01 1,6

Corvina 124 19,5 4,5 182 1,

1 0,08 1,5

Jurel 129 21,6 3,9 325 1,

8 0 0

Lenguado 87 19,1 0,

5 303 0,7 0,07 0

Toyo 83 18,7 0,4 229 0,

7 0,04 29,3

Source: “Tablas peruanas de composición de Alimentos”

As we can see the anchovy fish is the richest in fat and

energy, provides high protein content, has abundant iron

and phosphorus and is quite rich in Vitamins. Eats

anchovy is a healthful, nutritious and delicious option.

Name Aprox. price per

kilogramAnchovy S/.1,90Bonito S/.7,00Corvina S/Jurel S/.3,00Toyo S/.3,50

4.3 Gastronomy

4.3.2 Recipes

4.3.2.1 Peruvian

The power company EDELNOR published during the months of

October and November of 2007 collectable ten

installments in the newspaper Trome containing very new

to prepare anchovy recipes. The 60 recipes published in

this collectable cover the diversity of Peruvian cuisine

and here are a direct link to the web site for you down

EDELNOR fascicles and can do these great preparations at

home.

4.3.2.2 Worldwide

The anchovies are known in the world as “anchoas” and

are greatly appreciated. In this section we present a

series of links to various websites where you can find a

variety of recipes for anchovy prepared as in the rest

of the world.

5. Requirements for export and import

5.1 Exporting from Peru

“We are working with the private sector to analyze other

markets, because Peru’s commercial vision is to expand

our presence in the world, looking for our exports to be

competitive and to generate more and better jobs.”

To realize the procedure of exporting means the exit of

national or nationalized goods from the Customs

territory to use it abroad, the concerning individual as

the company have to consider different regulations.

According to SUNAT, the “National Superintendence of Tax

Administration”, a Peruvian exporter must have a Unique

Taxpayer Registry (RUC). However there exist exceptions

for individuals without having a RUC, who are also

allowed to have export operations with certain

conditions. The majority of these conditions refer to

the extent of the FOB value per operations ("free on

board" - meaning that the buyer pays for transportation

of the goods), which leads to provide a certain amount

of export operations per year. After passing these

requirements and conditions the products are free to

leave the home country. Apart from that, outright

exportations from Peru are not submitted of taxation.

According to the news portal “Peru this week”, the

Europe Union’s trade committee approved in 2012 trade

agreement with Peru and Colombia, which is an important

factor in the process of exportation Peruvian Anchovy

to Romania.

5.2 Before the import to Romania

The European Union is the major import partner of

aquaculture products, like fish and sea-food. Before

agricultural products can be imported to the EU, they

have to pass an official certification, which include

the recognition of the authority considering the

sanitary control of the exported country, in this case,

Peru. The recognition relies to the reliability of the

national authority, which could be seen as a condition

to export to EU. To achieve this recognition, the

exporting country has to fulfill certain steps,

including the authority, the approval of the exporting

company and their products, the sanitary certification

and effective controls of the European Union.

5.3 When the goods reach Romania

After passing the official certification and the

controls of the European Commission, there are some

values or quantitative quotas on imports coming from

other country, which refers especially to Romania. First

of all there is the European Custom Code as one of the

principal regulations, which has to identify the customs

value in EU referring to the international freight,

insurances and other changes. All types of transaction

and evaluation concerning to the customs valuation

decisions may be appealed at the National Customs

Authority in Romania. Dealing with import export taxes

regime, Romania represent the most-favored-nation (MFN)

treatment to WTO (World Trade Organization).

Apart from the European Custom Regulation when trading

with third countries, the most important document

considering the evaluation of import regulation is the

EU Common Customs Tariff, which is organized in two

parts. One main part include the tariff nomenclature, –

postulated by the Harmonized Commodity Description and

Coding System, while the other part refers to customs

duties and different taxes.

6. Behavior related to the product

As already mentioned, the European Union is the major

import partner of aquaculture products, like fish and

sea-food, which refers to our product Anchovy as a

typical Peruvian fish. Over 70 000 ha are used in

Romania as fish ponds and represent a great advantage

for the development of aquaculture in the Country. The

fish farms will be modernized to keep increasing the

productivity of them. For the next 20 years, The

National Agency for Fishing and Aquaculture is planning

with other public services and administrations to

monitor all areas of aquacultures considering land and

water in order to promote the system and development of

the production. The trade of fish products on the

domestic market is mainly dominated by fish farms,

processing plants, importers, wholesalers and retailers.

In general the importations of fish and sea products

represent 60 percent of the total consumption among the

population. According to statistics provided by FAO,

Romania is a country with tradition in terms of fish

consumption. Apart from that, there are also the

benefits for human health of fish meat consumption,

which the Romanians see it as an important factor.

The main part of the Romanian culture (90 percent of the

total population) species consist of common carp, silver

carp, bighead carp, grass carp, goldfish, rainbow trout,

crucian carp and sea trout. These facts and percentages

show a high consumption of fish products of the

Romanians. But among the main culture species, it hasn’t

been imported Anchovy yet, which make it difficult to

say how the Romanian people and the market react to this

typical Peruvian product. But the fact that Romanians

never taste the Peruvian type of fish can be seen as a

benefit because it can attract new clients, who enjoy

this kind of taste and open new perspectives of Peruvian

products.

7. Marketing

7.1 Target Market and Segmentation

Geographic Segmentation: We choose Romania, because

of the high rates of consumption in the market of

fish. And because they’re provided in a limited way

Demographic segmentation: Our product can be consumed

regardless of gender, nationality or legal status;

because as it’s a frozen product included in most of

the daily meals it can be consumed by all the ages.

Also our product is affordable for people of any of

the socioeconomic levels.

Psychographic Segmentation: We think that our

potential clients will be those people with healthy

lifestyles that worry about eating meals with high

proteins and nutrients. These include athletes,

pregnant women and people with heart diseases.

Behavioral Segmentation: Our product is of frequent

use because it’s common that people eat fish prepared

in different way three to four times a week. Also the

benefit of our product is that it’s economic so it

doesn’t affect the budget of the family.

Target Market: Based on the previous market

segmentation, we find that our target market is very

wide, because it’s directed for almost everyone:

going from 3 to 80 years, including athletes, people

with heart diseases, pregnant women and people

suffering from overweight. And as I mention before

it’s affordable almost by everyone in any of the

socio economic levels.

7.2 The Marketing Mix

The Marketing Mix is based on “a planned mix of the

controllable elements of a product’s marketing plan

considering the 4Ps: product, price, place and

promotion”. To achieve a good set of actions and to

promote our product in Romania, we think that it’s

essential to include the analysis of this 4P’s.

7.2.1 Product

The product is a fish with a large and cylindrical body

and a wide mouth. It can be found at all the extension

of Peruvian bulk flow of water or “Humboldt”. With an

average size of 12 until 20 cm, the Peruvian fish

Anchovy has a big amount of proteins of high quality. It

has also contains essential amino acids and a high

energetic content. The essential fat acids, like Omega 3

y Omega 6, are a principal source of all the diets and

make the product healthy. The color of the fish is

silver plating.

The fish will be exported in two different forms. First,

it will be exported in a frozen way, where we have to

considering the time of transportation to Europa-

Romania. The Quality of the fish depends on the time

between capturing and freezing, the shorter this time

is, the better is the quality of the product. The deep-

freezing is the best system and consists to a

temperature of 0 until -5 degrees. Step by Step the

product will get more freezes until it reached a

temperature of -25 degrees. The characteristics of the

final product after defrosting it are almost the same as

a fresh fish. The other form represents an exportation

of the fish in cans. It’s essential to choose the right

package, because it provides protection, tampering

resistance, and special physical, chemical, or

biological needs. In the case of the Anchovy, the

package will be composed of thin metal. By canning the

product, it will be physically controlled and sterilized

with heat in order to prevent fish spoilage and lengthen

shelf life.

7.2.2 PriceThe price is very important as it determines the

company's profit and hence, survival. Also the price has

a profound impact on the marketing strategy and depends

on the price elasticity of the product. For our product

we will use a penetration strategy in order to begin

with low prices and then take higher prices once the

demand increases and product gets positioned in the

Rumanian market. The price of the products in Peru

oscillate between S/. 1.5 (0.54 US$.) and S/. 9 (3.21

US$.), referring to the product in cans. But the frozen

Anchovy will be more expensive because it’s a fresh

product. Considering the price of the frozen Anchovy in

Peru with the prices on the market of fish in Rumania,

we will start selling the frozen Anchovy in Rumania with

an average price of 2.40 US$/kg.

7.2.3 Place

To provide the product at a place which is convenient

for consumers to access and to sold it to many

appropriate retailers as possible, we decided to use the

intensive distributions mechanism in order to decrease

our sales.

One important retail business considering the

distribution channels in Romania is Costania, founded in

1991. The main activity of Costania is the import and

distribution of frozen fish including retail clients,

like supermarket, food stores, freezing stores, hotels,

restaurants and catering. They operate primarily on the

Romanian market, bus since 2007 they expanded to

neighbor countries like Moldova, Bulgaria, Serbia and

Hungary supplying high quality fish and seafood at

competitive prices. Other retail companies which will be

used to distribute our product are Expert Factor SRL,

North Station, R Family Prodservcom SRL and fish

restaurants (Mesogio’s, Restaurant Pescarul)

7.2.4 Promotion

“You can have the best product or service out there, but

unless you promote it successfully, no one will know

about it.”

To ensure a good promotion considering all the

components of the marketing mix we try to inform our

customers through different promotion elements in order

to reach different parties about the product.

As marketing strategy’s we will use the Push and Pull

strategy to guarantee both types of marketing to promote

our product. The push strategy refers to create customer

demand through discounts to retailers and trade

promotions, which will be used in supermarkets or food

stores. In the case of our product we will also try

through appealing package design of the Anchovy in cans

to encourage and motivate the clients to do intensive

purchases. With the pull strategy, we use advertising to

build up customer demand for our product. Once our

product is positioned in the Rumanian market and reaches

the part between growth and maturity in the life cycle,

the types of advertising will be growing and be more

intensive. The retail businesses and sales promotions

will also help that our clients get attentive of our

product.

In the beginning of the introduction stage, we will

concentrate on the cheaper marketing channels, like for

example using social media which makes it easy to reach

many segments and customer groups. Also the word of

mouth represents an informal communication by ordinary

individuals, which is an effective and useful method for

our product and especially a free marketing channel for

the beginning. Once the Rumanian market has accepted our

product and the sales begin to rise, we focus on more

expensive commercials, like radio or TV commercials

ensuring that the product will also reach the older part

of customer, who aren’t so familiar with the Internet.

Print media, like magazines and the daily newspaper

reach also the older people and transmit more

information in a simple way.

7.3 SWOT Analysis

Strengths:

Anchovy has a lot of high quality protein with many

essential amino acids, also has high energy content

and its high content of essential fatty acids such

as Omega 3 and Omega 6

The price of anchovy is about S/.1.90 per kilo, so

is very cheap if we compare with other fishes.

There are a lot of recipes for anchovy. (Peru

recipes and world recipes)

Weakness:

In Peru is not very use. (People prefer chicken or

meat)

There are reduce seasons for catching anchovies, so

if people don´t catch the necessary anchovies for

sells, we are not going to have the necessary

number of anchovies.

Opportunities:

There is more demand for anchovies in other

countries, like in the countries of Europe.

There are more facilities with the government when

we are going to export.

The consumer in other countries will be able to pay

more for anchovies because they want the product.

Threats:

Other companies that exports anchovies probably

would quit us some clients.

Problems like “El Niño” can affect the number of

anchovies that we are going to buy.

8. Human Resources

The principal idea is to export the product from Peru to

Romania and then distribute them to supermarkets, food

stores, freezing stores or restaurants, which sell the

product to the end consumer. To realize a good

management process within our company, we need

responsible workforce for each part of the organization

to focus and specialize on the big goals in order to

keep an organized scheme of the business.

Nicole will be the C.E.O of the company, as a leader and

manager she will be responsible of the decision-making-

role about policy and strategy. Changes within the

organization, referring to the product distribution

channels will be challenges of Nicole. She will also

keep contact with our big distribution channel Costania

in order to control the international operations done

with Rumania.

The operation and financial part will be control Manuel

managing the income logistics from Peru and outgoing

logistic to the supermarkets and restaurants in Rumania.

With experiences of accountant work, Manuel will also

take the part of the incoming and outgoing finance.

The last position is the sales and marketing part, which

will be handled from the last person of the group, who

is Brenda. She will care about the marketing strategies

when introducing our new product on the new market of

Rumania. And later change the strategies once our

product will be accepted by the market and get

stabilized. This part includes also the direct contact

to the client and the ability to react in the right

moments of market changes and decide which marketing is

the best in the different stages of the product.

The structure of our company will be divided into three

big parts. The reason of this separation is because we

are a new business and only three important workforces

to cover all this parts. And in the beginning the

company we will not hire more people because on the one

hand it would be a big investment and on the other hand

it’s difficult to find and integrate new workforces in

an already conformed team. We will start handling these

parts and maybe hire more people during the development

of the company, if we need more support and creative

heads.

9. Finance

We are going to export in fresh and canned presentation

of anchovy an approximate of 20 000 kilos because is an

investment that we are going to recover very fast. The

total investment only in anchovy is S/ 38,000.

We are going to sell the product on fresh presentation

10 000 anchovies at S/ 6.72($2.40), making a profit of

S/67,200. In canned presentation we are going to sell 10

000 anchovies at S/ 8.40 ($3.00), making a profit of

S/84,000.

In conclusion, we are going to win S/151,200, and total

profits will be S/ 113,200.

10. Supply Chain Management

The supply chain management explains chain of the

product from the beginning until it reaches the

customer.

At first the fishes are provide by the official

suppliers, and then transport to the factory. Inside the

factory the fishes pass through a process in which the

fish is package and divided into frozen and canned. Then

the final product is delivered to Romania, where it’s

going to be sold in different supermarkets, retailers,

restaurants and hotel. Some of them are: Expert Factor

SRL, North Station and R Family Prodservcom SRL. From

these places the customer will be able to acquire the

product.

11. Conclusions

The report states that the product is going to be well

developed in Romania. Taking in count that Romania has

stable economic conditions, the economic growth in the

coming months, and the country's GDP increased 2.6% in

2011.

Romania offers seafood for DHC (Direct Human

Consumption) imported a market of U.S. $ 171millons.

This country had the second highest increase in Europe,

imported values of these products between 2005 and 2009

(17.7% annual average), and declining purchases (-7.9%

change) in 2009, by the global economic crisis was lower

than the European average.

In the case of the imported quantity of fishery products

for DHC, it had an increase of 2.5% on average each year

in the analysis period.

Therefore it seems appropriate to do business in the

fish food market as it is growing, and is supplied by

local production by 15%, and the rest with imported

products. Our business idea is to export frozen

anchovies, and canned anchovies as a finished product

because in Romania 85% of the fish food market is

imported so with a good business plan, our products may

have the expected success.

12. Bibliography

http://www.fao.org/fishery/countrysector/ naso_romania/en#tcN700B

http://www.camaravigo.com/dmdocuments/ pescado_rumania.pdf

http://www.costiana.ro/fisiere/EUROFISH-2009- articol.pdf

http://en.wikipedia.org/wiki/Canned_fish

http://www.marketing-made-simple.com/articles/push-

pull-strategy.htm#.UpLbT-Jw9nY

http://www.camaravigo.com/dmdocuments/

pescado_rumania.pdf

http://www.anchoveta.info/index.php?

option=com_content&task=blogsection&id=8&Itemid=72

http://www.businessdictionary.com/definition/ marketing-mix.html

http://pescadosymariscos.consumer.es/metodos-de- conservacion/congelacion/

http://www.rolegal.com/article/romanian-import-

export-duty-and-taxes

http://www.romanianlawoffice.com/import-export-

romania.htm

http://www.peruthisweek.com/news-3199-european- unions-trade-committee-approves-trade-agreement-with-peru/

http://www.siicex.gob.pe/siicex/resources/calidad/ req_ue.pdf

http://en.wikipedia.org/wiki/FOB_%28shipping%29 http://www.sunat.gob.pe/customsinformation/export/

index.html

13. Appendix

Table 1. Organization Chart

Table 2. Chart of the Nutrients of the Anchovy compare

to other foods.

Food Composition per 100 grams per edible portion

Nombre Energy

Protein Fat Phosphor

usIron

Vitamin B1

Vitamin C

Anchovy 171 21,0 9,0 276 1,4 0,01 8,7Pig

(Pulp) 198 14,4 15,1 238 1,3 0,90 0

GuineaPig

(Pulp)96 19,0 1,6 258 1,9 0,06 0

Chicken 170 18,2 10, 200 1,5 0,08 0

(Pulp) 2Turkey(Pulp) 268 20,1 20,

2 320 3,8 0,09 0

Bovine(Pulp) 105 21,3 1,6 208 3,4 0,03 0

Egg(crude) 141 13,5 8,4 194 1,1 0,60 3,0

Egg(cooked) 139 12,9 8,4 192 1,1 0,20 2,5

Table 3. Chart with the Daily Catches of Anchovy in Peru

Table 4. Chart of the GDP of Romania

Table 5. Supply Chain Management

Table 6. Chart with Romania Importations of Fishing

Products.

Suppliers Logistic Fabric

Logistic

Expert Factor SRL, North Station, R

Family Prodservcom

SRL

Consumer

Table 7. SWOT of the Product