Juan Felipe Bejarano Ceron

Juan Camilo Cuellar

IPA

MACRO-ENVIRRONMENT

Economical

- According to de DANE, the increase of the minorities market by 2,8%

- The Price of the product and ingredients that the Company has to obtain, has increase
because of the inflation, due to this the Price of the product increases and makes it less
attractive to the costumers, because the Price is essential for them

Social

- Family influence a lot on the food that they consume. For the middle and low classes the
healthy food does not pryme. The common denominator is satisfactory but cheap product,
what Ramo is looking for.
- In Colombia the social environment influences a lot on the relationships, which most are
looking for something cheap, tasty and quick for them to eat and social entertainment.

Demographic

- According to PNUD studies on “Colombia rural” 2011, 75% of the population live in urban
areas
- According to DANE the poverty gap is much or less 30% of the population, extreme
poverty 10%
- Per capita income at 2012 was $500.531
- Lifetime has extended for the adult population, but natality has decreased
- Each year there are more birth tan death, making it easier to for the market because there
is more consumers.

Environment

- Bakery industry is inside of non alcoholic drinks and food

Technological

- The technological advances can make a competitive industry more efficient by saving time
and making transportation more accessible decreasing the cost, but Ramo is a traditional
bakery which makes low productions, still depends on people to now the recipe and
mixing of the products .So they are new technology that they don’t have or don’t want to
use, that if they used they could have a better production proses and could be competitive
in the big market with industries like Bimbo, that they have invested a lot in their
technology which has make publicity of their name and products that are standardized
easily recognizable on the market.

Legal

- There are some kind of regulations for the food producers, the name of it, is INVIMA,
which decides which products can be commercialize and which not. So in terms of the
products that RAMO produces, they had to have a regulation in there production plants
for pass the sanitary standards established by INVIMA, an also in term of the product it
self, all the product must have in the package the nutritional label of the product.
- The superintendence of industry and commerce regulates that the user is
protected against al
- The company’s that have workers have to respect and have the necessary
regulation for the workers and the unions of them

MICRO-ENVIRONMENT

Suppliers

- Ramo has only two suppliers that those are: A national company of oil that has been in
association with Ramo since twenty years. And like this relationship they have the same
with the suppliers of the wheat, they don’t have suppliers for the flour because the have
their own grinder for the grain of wheat.
- Also they have their own farm where they produce all the rest of the basic ingredients that
their products have.

Intermediaries
- In the proses of distribution they have little changes between the point where the product
its going to be distributed. In this case they have the tricycle mode of distribution, that
spread the products of the company to all the little stores “tiendas de barrio” and to the
street sellers. On the other hand, they have the little truck that deliver to all the little
supermarkets the products of the company, and for the last, they have the normal trucks
that deliver the products to the big supermarkets.