THE FAGEDA

1. INTRODUCTION

It is a non-lucroFundada cooperation in 1982 by Christopher ColónEstá located in the

Natural Park of the volcanic zone of the Fageda d'en Jorda, in the region of the Garrotxa.

2- DAFO
3- CONCLUSIONS

Should the Fageda continue to grow as a company or should simply stay in your current
position in which he has completed its business mission?
DO NOT

JOB OFFERS mentally handicapped OF AREA THROUGH: WHY?

FINAL WORK CASE: THE FAGEDA

WEAKNESSES:
A) Production of 30,000 tons of yogurts vs competitors produce between 50,000 and
375,000 tonnes.

B) narrower range of products than its competitors.

C) The brand awareness is diluted as you move away geographically from the region.

D) very tight budget no brand communication.

E) 2007: Were the limit of its productive capacity, had to resort to a milk supplier in the
region.

F) The equipment and existing facilities do not allow produce functional yoghurts

G) need to hire monitors to manage workers and social work discapacitados.1.1 History:
1982

Christopher Columbus carried out business projects with disabled people in order to
facilitate the integration of them into employment (incorporate these workers into
gardening and forestry maintenance).

1984

With the acquisition of a dairy farm, the activity of "La Fageda" also focused on dairy
farming and dairy production. 2007
Economic activities ranged from: The ganadera.La farm production around 2.5 million
yoghurts and desserts lácteos.De services jardinería.Un native nursery production and forest
plants.

Integrated the group of mentally handicapped the world laboral.Ofrecía sheltered housing
service, therapy center ocupacional.Realizaban various leisure activities for the entire group
and their families. Social work: Requirements to incorporate disabled workers:

Having the disability certificate issued by the "Institut Català de la Salut" The mental
condition was not an obstacle for the cooperative activities.

2. ANALYSIS OF THE CASE

1992Se allocated a milk quota of 700.000kg a year, which meant a reduction of 30%

The Fageda began production of yogurts, and that allowed to output milk production and
keep jobs

Its main market segments were yogurts and other dairy products.

STRENGTHS
Cooperative social and labor integration of mental disabilities (district of Garrotxa):

- has sheltered housing for the disabled. - Therapy Center ocupacional.- leisure activities.
Good branding with homemade yogurt, natural and quality farm: - Emphasis on its website
and image of the product for the fact of being a farm product, natural and not industrial.-
have a bigger brand than comercializa.- products have their own cows.

Sales prices above the market leader and brands of large retailers.

Widely accepted by consumers.

Sense of closeness to consumers.

It is provided through a personal project in which the project and not communicating
products.

The Fageda is active in different sectors: gardening, forestry maintenance and dairy
farming.

Human resources policy associated with different levels of protection and functions of the
jobs which influences the final productivity.

Good working environment; human capital is the most important of the company.

Provides healthcare services through the FPSAG.

Being a cooperative working with disabled staff receives operating subsidies and capital.

OPPORTUNITIES
2000: Catalonia is in the 3rd position of net sales of milk and dairy products.

2007 kg of yoghurt consumption in Spain per capita (per year) than EU consumption.

2015:
Liberalization of the sector after 1984 restrictive policy.

sustained market growth yogurts 5% annually due to increased demand.

Growth in demand for organic yoghurts (20 to 30%).

Yogurt production vegetable or other milk as goat and sheep (which itself can be produced
with the technology and machinery which have).

Growth through new products with more added value as fresh cheese, cottage cheese, curd
...

THREATS
- Large multinational food companies increasingly have more bargaining power with
distributors.

- White markings foster a sustained decline in selling prices. The largest distributors give
more importance to their own private labels.

- Drastic reduction by the PAC of the Spanish production to avoid surplus and ensure their
commercialization (rigid production quotas).

- More competition  Concentration process and alliances between companies.

- Danone has a market share of 50% in yoghurts (main group of the sector).

- Partnerships between small producers to gain market presence.

- increase in the price of milk by rising grain prices.

- Growing losing its raison d'etre.

In the DAFO can be seen that La Fageda has: - More strengths than weaknesses: so fine as
is- more threats than opportunities: therefore "there is a danger" rather than "success" if you
decide to grow

What will be affected if you choose to grow?

- It is a social project Christopher Columbus: "La Fageda is the result of my vital project
that is the sum of a personal project (make sense of my work) plus a professional project
(make sense of the work of others)" - The company as a means and not an end-Your
product is perceived by consumers as a product of proximidad- Changes: sales policies,
production, distribution, machinery, physical space ... - need help from external suppliers

Market to be found if it grows

High bargaining power of large multinationals with distribuidoresNecesitará more
resources for communicating their productosDanone has a 50% share of mercadoNuevas
alliances between small comerciosIrrupción of white markings

Therefore, you should not continue to grow. BUT: must continue to innovate for:
Maintain its position in the market (higher competitiveness of the sector) Continue giving
employment to as many disabled people as possible

"It's a crazy business project. Not by the people but by the approach."
Christopher Columbus
3- STRATEGIES FAGEDA FAGEDA SITUATION IN 2014:

ACTION PLAN / STRATEGY

o Have very clear what the mission and vision of the company. Who am I ?, Where did I
come from? And where am I going? social project aiming to solve the problem of people
with disabilities and mental illness riding a company.

or reduced range of products: homemade natural yoghurt.

or quality products.

or yoghurts price 40% more expensive than twice as Danone and white markings

or sale only in Catalonia.

Conclusion:
The fageda yogurts are good, expensive, reliable and increasingly people who know that
there is a social project. They do not use social project itself to marketing, because they
consider the Fageda working people with disabilities.

MISSION:
Give work to the group of mentally ill in the region of Garrotxa (Girona).

VIEW:
It is to provide the best care solution for people with adult mental disabilities. It is a
business project that is based on a brand that produces responsibly, ecological and
sustainable.

EsfuerzoPersona as axis
VALUES
ResponsabilidadIntegridad illusion Trust