Ethnic Food Import Business Plan

Strategy and Implementation Summary

Aztec Food Imports will focus on becoming the leading provider of wholesale imported mexican food product in the Richmond Metro area.

5.1 Competitive Edge

Raymond Garcia and Jose Arroyo are the competitive edge of Aztec Food Imports. Raymond has worked for both Acme Food Imports and Wilson Food Imports over the past eight years.  In his last position with Wilson, Raymond imported mexican food products to numerous markets in the southwest. He generated sales in excess of $2 million annually. His strength is his customer relations and he has been successful in expanding the range of imported mexican food purchased by the markets in his sales region.

Jose has been a shipping agent for M. Zegarra Exporting located in Mexico City for the past ten years. The company exported $20 million of products to the U.S last year.  Jose's responsibility was to eliminate the shipping obstacles and oversee the timely delivery of product to the U.S.

5.2 Sales Strategy

Aztec Food Imports will have two distinct sales approaches:

• For Neighborhood Markets: Raymond will promote a small group of popular mexican food products that are likely to move fast in smaller stores.  These items will be packaged as a group at an attractive price.  Raymond will make frequent visits to these stores to build a strong working relationship that will lead to more purchases.

• For Supermarkets: Raymond will promote the complete line of products that Aztec can provide.  Aztec prices will reflect a stronger import connection in Mexico that will results in lower prices and more product. Raymond will promote new seasonal products and provide assistance on marketing the products to the Hispanic/Latino community.

5.2.1 Sales Forecast

The following is the sales forecast for three years.