1. Presented By:
Alexander Bassi, Sean Maxson,
Shelby Sisk, Brittany Teixeira

2. Objectives
Expansion for the New York and Florida
markets
Define and analyze the target market
Employ new tactics for marketing
Set realistic goals for market infiltration

3. Company Analysis
Family owned, established in 1989
Exotic fruits
 Mangoes
 Green bananas
Provide Puerto Ricans in the US with a
taste of home
“Healthy Trees… Premium
Fruit…Passionate Customers”

4. Internal Factors
Strengths Weaknesses
State of art equipment General transportation
Competitive certification Perishability
High traceability Inactive social media
12 hour process and
transport

5. External Factors
Opportunities Threats
Social media New specialty item
Puerto Rican Day Parade Fuel market volatility
Produce conventions and Indirect routing
events
Goal of 1-2 years
Health benefits

6. Puerto Rican Population

7. New York Puerto Rican
Total Population: 1,111,544
Age: 17 and Under 30.4% (337,909)
Median Age: 30.4 Years
Gender: Female 52.2% (580,226)
Marital Status: Never Married 49.5% (413,344)
Education: High School Education or Less 25 years+
60.4% (390,013)
Source: US Census ACS 3-year New York Puerto Ricans 2008-2010

8. Florida Puerto Rican Market
Total Population: 835,674
Age: 17 and Under 30.2% (252,373)
Median Age: 30.8 Years
Gender: Female 50.9% (425,358)
Marital Status: Married 43.5% (272,869)
Education: High School Education or Less 25 years+
50.3% (246,589)
Source: US Census ACS 3-year New York Puerto Ricans 2008-2010

9. MRI Banana Use Last 6 Months
Age: 25-54
Gender: Female
Marital Status: Now Married or Engaged
Education: Attended College or No College
HHI: $40,000 to $149,999
Region: Midwest and the South
Children Age: 2-17 years
Source: MRI Plus Banana Used Last 6 months 2011

10. Competitor Analysis
Small Jamaican business
 Trelawney Delight
Distribution in
 Jamaica
 Caribbean Diaspora
Est. September 2009

11. POLITICAL AND LEGAL ECONOMIC
• FOOD SAFETY • LOW INTEREST
CERTIFIED RATES
•USDA, EPA, • NO TARIFFS
OSHA • ALL CONSIDERED
•EUROGAP DOMESITC
SOCIAL AND CULTURAL TECHNOLOGICAL
• GROWTH IN • TRACEABILITY
PUERTO RICAN • INCREASE
POPULATION PROCESSING SPEED
• HOLD STRONG TO • STATE OF THE ART
FAMILY CULTURE EQUIPMENT

12. First Alternative
Distribution centers
 New York and Florida
Establish own transportation system
 Cover all costs
Implementing sales team to distribute through channels

13. Second Alternative
Increase volume to current wholesalers
 Costco
 Wal-mart
 Bonanza
Sampling to wholesalers
Cross promotion and discounts

14. Strategic Market Plan

15. Selected Marketing Strategy
Expansion to New York and Florida
Establish relations with US food
distributors
Social media and events
Delivery and distributions

16. Product

17. Social Media
Social Media Outlets
 Facebook
 Google Plus
 Website
 Web Advertising-You Tube
Implemented by media intern

18. Survey Incentives
Survey Monkey
 Facebook
 Website
 Coupons
Better knowledge of
tastes and preferences

19. Conventions
International Restaurant and
Foodservice Trade Show
 March 3-5, 2013
East coast’s premier industry
event
First major event of the year
 Great to launch new
products
Industry networking

20. Community Target Market Events
National Puerto Rican Day Parade
 National awareness and appreciation
of Puerto Rican culture
 Food and entertainment
Locations
 Bronx, New York
 Orlando, Florida
Source: National Puerto Rican Day Inc.

21. Placement Strategy
Partner with the top wholesale distributors

22. SYSCO Foodservice
400,000 customers in North
America
8,700 reefer truck fleet
180 distribution centers
Supplies restaurants, schools,
hotels, health-care
institutions
$42.38 billion sales
 17.5% of foodservice
distribution market
 62% of 2012 sales to
restaurants
Source: Hoovers

23. U.S Foodservice
250,000 Customers
60 distribution facilities
HQ Rosemont, IL
Desire to expand produce portfolio
 Green cooked bananas
 Mangoes
$20 billion sales
 10% of foodservice distribution
market
Source: Hoovers

24. Performance Foodservice
$414.6 million sales
41,000 customers in 40 different countries
Supplies to independent hotels, restaurants, and
other hospitality operators
Headquartered in Richmond, VA
Source: Hoovers

25. Logistics
Shipping routes
 Jacksonville, FL
 Port Everglade, FL
 Port Elizabeth, NJ
Connect with wholesale
distributors at ports
40 ft. reefer containers
 20 pallets
 39,800 lbs gross weight
 40 degrees continuous
Source: USDA Agricultural Export Transportation Handbook

26. Price
$42 per bucket
 $0.33 per banana
5% discount for 5 or more
buckets one order
 Price $39.90 with discount
1% rebate to food distributor

27. Gross Revenue
Goal: Green Bananas to match annual volume of
Mangoes exported (300 reefers)
20 pallets/container = 720 Pails/container
Gross revenue per container after transportation
costs = $24,728 to $26,240
 $7,344,216 to $7,793,280 annual gross revenue before
production costs and taxes
 Minimum net annual profit at 10% $734,422
 Maximum net annual profit at 10% $779,328

28. Timeline
2013 2014 2015
•Partner with •Secure contracts •Monitor results
Foodservice with Foodservice •Expand to new
Companies Companies markets
•Attend International •Launch Veny •Expand into retail
Restaurant and Bananas at National market with smaller
Foodservice Fair in NY Puerto Rico Day packages
•Build social media Parade
pages •Sample new markets
•Build websites •Hire Social Media
•Hire marketing intern and Events Manager

29. Financial Objectives
Website construction cost
 $7,000
Event cost
 $150,000 to $250,000
Social Media and Events Manager
 $50,000 annual salary + benefits $10,000
$150/hr for 50-80 hours total $9,750
Total cost for median services $276,750
Upfront costs before profit made

30. Summary
Build relationships with foodservice distributors
Infiltration of Florida and New York markets
Demand creating through events and social media
Demand creation for individual serving offerings
Long Term—establish distribution center

31. Resources
 "First Time Visitor." International Restaurant & Foodservice Show of New York. N.p., n.d. Web. 13 Oct.
2012. <http://www.internationalrestaurantny.com/Show-Info/First-Time-Visitor/>.
 "Census Bureau Homepage." Census Bureau Homepage. N.p., n.d. Web. 13 Oct. 2012.
<http://www.census.gov/>.
 "Home." - International Restaurant & Foodservice Show of New York. N.p., n.d. Web. 13 Oct. 2012.
<http://www.internationalrestaurantny.com/>.
 "Hoovers | Company Information | Industry Information | Lists." Hoovers | Company Information |
Industry Information | Lists. N.p., n.d. Web. 13 Oct. 2012. <http://www.hoovers.com/>.
 "MRI : Welcome." MRI : Welcome. N.p., n.d. Web. 13 Oct. 2012.
<http://www.mriplus.com/account/home.aspx>.
 "National Puerto Rican Day Parade, Inc." National Puerto Rican Day Parade, Inc. N.p., 2011. Web. 13 Oct.
2012. <http://www.nationalpuertoricandayparade.org/>.
 Sonia G. Collazo. "Profile of the Puerto Rican Population in United States and Puerto Rico: 2008." US
Census. N.p., 15 Apr. 2010. Web. 13 Oct. 2012.
<http://www.census.gov/hhes/socdemo/education/data/acs/paa2010/Collazo_Ryan_Bauman_PAA2010_
Paper.pdf>.
 "Sliced Jamaican Yellow Yams." Sliced Jamaican Yellow Yams. N.p., n.d. Web. 13 Oct. 2012.
<http://trelawnydelyght.webs.com/>.
 Welby, Ellen M. USDA Agricultural Export Transportation Handbook. Washington DC: United States
Department of Agriculture, 2004. Print.