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INTRODUCTION

The document describes the growth of the pizza market in Mexico and the world, and proposes opening an artisanal pizzeria in Baja California that uses local ingredients. The goal is to identify market factors and marketing strategies for this business, which will offer high-quality and varied pizzas to attract consumers willing to pay higher prices. It is expected that this focus on artisanal and local products from the state will create a good experience for customers and support regional suppliers.

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16 views6 pages

INTRODUCTION

The document describes the growth of the pizza market in Mexico and the world, and proposes opening an artisanal pizzeria in Baja California that uses local ingredients. The goal is to identify market factors and marketing strategies for this business, which will offer high-quality and varied pizzas to attract consumers willing to pay higher prices. It is expected that this focus on artisanal and local products from the state will create a good experience for customers and support regional suppliers.

Uploaded by

ScribdTranslations
Copyright
© © All Rights Reserved
We take content rights seriously. If you suspect this is your content, claim it here.
Available Formats
Download as PDF, TXT or read online on Scribd

1 INTRODUCTION

1.1 Background

The prepared food sector has been experiencing throughout


of the last decades a continuous growth, due to the new
lifestyles and habits of the population, especially those of certain
food, pizza is the second favorite food in Mexico -after
of tacos - with a consumption of 120 million units annually. The
The inhabitants of this country are therefore the biggest consumers.
world pizza championships, only surpassed by the Americans, who
650 million of these products are consumed each year, and globally pizza
wins the hamburger in the race for the throne of food.
consumed by the planet.

This fast food that has caused massive consumption to


world level originated in Italy, has successfully spread all over
the world thanks to its relatively easy preparation and convenience of
its consumption. More than 5 billion pizzas are currently sold
around the world. If we consider that 20% of the
restaurants on the planet are pizzerias. For example, Pizza Hut, alone,
it has 12,500 locations spread across the globe. In addition to this,
all kinds of franchises and single units, as well as the market for the
Pizza in Mexico is currently valued at around 1 billion.
pesos.

According to literature, pizza is a dish made from scratch.


artisanal in most cases, although thefood industryha
I have been presenting, since the 1950s, versions as afood
comfortand fast, even with home delivery, however, it does not
has completely banished this handcrafted production, since one of
the main factors why it has become a food
international fast, has been the adaptation to the different ingredients
locales.

The culinary tastes of the local population have generated a great


growth of pizzerias, as there is increasingly more demand for
this particular sector where people seek flavor and quality
different from the new pizza parlor industry that has come to us
offering, likewise the consumption of artisanal pizzerias, also
benefits sectors of raw materials, as there would be greater use of
these supplies, so it is a highly profitable market, this,
if innovative combined ideas that can absorb are used
part of the market.

1.2 Justification

Baja California is a region rich in natural resources, that is because


known, however, the issues surrounding it in the tenor of
Transnational economy has allowed many of the activities
that used to take place here as a cradle migrated to other places. In the
in recent years, however, there has been a sort of commercial boom in
the gastronomic businesses, especially those that operate under the
pseudonym of artisanal. If you go to any of the areas most
exclusive — if we can call them that — to Tijuana, you will realize
from many of the restaurants or businesses that are located in those
circles have been increasingly adopting this trend. They have stopped
see the mature or older sector of society like the
only available market to sell. Currently, young people
they perhaps represent a much more promising market for the
companies or restaurants that operate in this context or sub-sector. Networks
social, applications, marketing, electronic shopping; everything is
adapt to the situation that young adults in transition are experiencing. Within
in the culinary sector, perhaps Italian and Mediterranean cuisine are
those that are experiencing the greatest boom, for one reason or another
reason, the Baja Californian people are very fond of dishes and flavors that
the recognized cuisine offers. That is why the opportunity was found
to offer a new concept in Baja California addressing this
market demand, which is known to be growing and constant. While
there are already quite a few Italian restaurants, these generally
they are intended for a very open section of the market, they are restaurants
not very exclusive, which means many people can enjoy them
flavors and their services. The current project is considerably
separated from the competition, as it focuses entirely on
satisfy a specific sector in the market, where people are
willing to fight for a higher price in exchange for pizzas, dishes and
quality drinks and exceptional flavor, and most importantly, all
provided or conceived with Baja Californian inputs. All of the above
in order to exalt the cuisine of the State and thus demonstrating that it
they can create quality restaurants without the need to import
necessarily all supplies from abroad.

1.3 Market Study Objective

The main objective of the following study is to identify the factors that
determine if the product could penetrate the market or not, as well as
find the best way to market the product and find
investment opportunities. This product will have a variety of where
to be able to choose, and is aimed at all consumers who want to spend
a nice time in the company of your friends or family, the amount of
consumers are unlimited to anyone who wants and can consume, already
that has some price restrictions, which will have starting prices
accessible, up to very high prices due to their preparation and the
inputs that are involved in its preparation. With the realization
This study aims to determine the appropriate size and location of
business to achieve greater profits.

1.4 Project Perspectives and Outlook.

The outlook of this project is very good as


we are in a time where people from Tijuana are looking for
eating foods that are still considered fast food but undoubtedly seek
in a healthier, fresher way, and even seek gourmet options, for
this great movement that is taking place in this city.

We aim to support many with the project.


farmers, fishermen, and all the people who work in the sector
nutritional and how we will do it is by consuming their products
That's why our pizzeria will use 100% local ingredients.
Everything we can imagine that goes on a pizza will be ours
Baja California state.

One of our goals is to provide diners in Tijuana with a


good experience in both flavor quality and freshness, as well as
as an atmosphere creating a complete experience,
after one or several years our goal will be to provide these
experiences in the cities of our state such as Mexicali,
Ensenada, Rosarito, and Tecate.

2 MARKET RESEARCH

2.1 Description and characterization of the product and/or service

The purpose of this project is to offer a product and service.


of high quality, also creating an environment where any kind
people can sit and enjoy the different variety of pizza,
these products will be made by different types of chefs in order to
to satisfy each consumer and their different types of tastes towards
this type of food, this starts from a completely pizza
vegan, even a type of pizza with different varieties of meats
selects,

Another very important part is the service, this is why to the


the length of the project description has placed too much emphasis on
this theme, and not without reason, since with the combination of a
excellent product and an excellent service can be differentiated
really a business, it is for this reason that there will be no competition in

completely priced, for this, all staff will be trained, I have


encouraged with the aim of creating that excellent environment of which it was made

mention, since a large part of sales is thanks to the employees, already


that they take care of everything from food preparation to when it is
served on your tables, providing them with great service, it is for this
reason that the alignment of incentives will be used to increase the
efficiency.

2.2 Substitute Products

It could be said that a substitute product or service in the market of


This project would be all the chains of pizzerias and restaurants from
artisanal or gastronomic food, not necessarily of this same good,
but they obscure this same quality of atmosphere and service, without
The idea of this business is practically new since it will be done
a great mention that all products for the preparation of the
Food will be one hundred percent from Baja California, therefore, this is the idea.
which will be sold to all consumers, in order to try to
difference between the business and the market.

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