Alpina

Juan Pablo Pinto Camacho

000243991

Bucaramanga 8 de Agosto
2016

Alpina
Alpina is one of the most recognized companies in South America, offering classic
favorites such as oat smoothies and drinkable yogurts. With manufacturing
facilities in Colombia, Ecuador, Peru, Venezuela, and our newest addition in the
United States, we provide more than 500 consumer products including baby foods,
juices, desserts, cheeses, smoothies, and yogurts to millions every day.
The original goals established by our founders in 1945 remain central to the
company today, and with more than 6,200 employees across the globe were
continuing to spread our love for wholesome products everywhere we go.

Demography
Alpina is a company that thinks in us all. Its products are targeted at all kinds of
public, Colombia has 48,804,271 inhabitants, children in student-aged are
16,018,100 are its main objective.

Economic Conditions
GDP Growth
Colombia has a growing and resilient economy. In 2009, while world GDP
decreased by 2 percent, the Colombian economy grew by 1.5 percent. In 2011,
GDP growth reached 5.9 percent.

Source: World Bank, World Development Indicators (Sept 2011) and Global Economic Prospects (June 2011);
Departamento Nacional de Estadstica (DANE).

Inflation
Colombias inflation rate is one of the lowest in the region and continues to trend
downward. At 3.7 percent, it is near its lowest level in over 50 years. Colombia is
one of the few Latin American countries that has never experienced hyperinflation,
nor ever defaulted on its debt.

Source: IMF, World Economic Outlook Database, September 2011, *Banco de la Republica, Final data for 2011.

Investment Grade
As a result of its positive economic and financial performance, the three most
important rating agencies (Moody's, Fitch and S&P) have granted Colombia
"Investment Grade" status, highlighting:

Its ability to deal with internal and external shocks;

Long history of timely debt payments;

Increased macroeconomic policy credibility; and

Waning of security concerns.

Foreign Direct Investment

Colombias outstanding economic stability has fostered foreign direct investment,
and FDI inflows reached $15 billion in 2011. The United States continues to be the
main source of FDI in Colombia.

Source: Banco de la Repblica, Balance of Payments.

Business Climate
According to the World Banks Doing Business Report, Colombia is the third most
Business Friendly country in Latin America and the top reformer in the region.
The country also ranks fifth in the world and first in Latin America in terms of
investor protection.

Source: Top Reformers Report, World Bank; *Positive figures show improvements in business environment climate.

Competitors
Currently between competitions it is Colanta, Parmalat and Danone. These
companies are in direct competition because it offers similar to Alpina products.
Within indirect competition have companies producing soft drinks, desserts, which
can replace a yogurt, a soda or arequipe.

Sociocultural Factors
In the Alpine sociocultural factors it has benefited greatly and new trends the world
have influenced the search of foods rich in proteins and elements that promote
health and growth even more for children
That is why Alpine has been very well received, supported by normal growth and
development of children and students in the country.

Political and Legal Factors

Articles 15 and 20 of the Constitution, Law 1581 of 2012
Decree 1377 of 2013 "by which partially regulates Law 1581 of 2012."
Article 6 of Law 1581 of 2012
6 of Decree 1377 of 2013
Article 14 of Law 1581 of 2012
Law 1355 of 2009
Decree 2055 of 2009
3375 de 2005: "National Agricultural Policy and Safety Food Safety System for
Sanitary and Phytosanitary Measures"
3376 2005: "National Policy on health and safety chains for beef and milk"

Technology
The multinational dairy has been responsible for purifying the water is discarded in
the process of making cheese and yogurt, through the installation of plants
Wastewater Treatment at its factories in Machachi and San Gabriel.
Items for operational reasons reach their expiration date without being sold,
delivered to external managers, who under our audit use food to animal feed and
plastic materials to be recycled and used in elements of various kinds such as
hoses, poles, "says the manufacturer of dairy products.

Canal vending machine, whose main objective is to develop new sales

opportunities with teams at sites with high sales potential and growth.
Minimizing the amount of waste in our operations and those generated by the
transport of raw materials and distribution which are disposed in landfills.

Supplier
Alpina has small farmers and associations integrated by 1050 producers and
communities Indigenous departments Cauca and Nario.

Marketing Intermediary
Alpina starts the incorporation of intermediaries in the transporting of the milk to
different regions. Also has 42 retailers dealers headed for GPRS Distribuciones
SAS, but the principal and the most strategic distribution channel is based in
shopkeepers because they place orders 2 or 3 times per week and become the
link with the final consumer.

Clients
Alpina classifies its clients taking into account its sales channels; Traditional,
distributors, supermarkets, mini markets, Institutional where each has a different
management in terms of product, price and advertising; but all under one principle
quality, service and attention. But the biggest client is the corporative with 18800
just in Colombia.

Production Facilities
The Company has production plants in

Bogot
Medelln
Neiva
Pasto
Ibagu
Pereira
Cartagena
Barranquilla

Bucaramanga
Villavicencio
Duitama.

Financial Resources
Alpina Productos Alimenticios SA, closed 2014 with net sales of $ 1,509,395
accumulated million, an increase of 5.6% compared to 2013.
Ebitda stood at $ 175,070 million, up 5.9% and an EBITDA margin of 11.6%. Net
income was $ 54.378 million, with a net margin of 3.6% to 50.7% growth versus
2013.

Human Resources
For its operations, Alpina has 6,197 employees in Colombia and its affiliates and
suppliers 1,164 dairy farmers.

Company Image
Alpine is the most remembered brand and market leader in dairy products. Alpina
is positioned in the first place considering various positioning attributes such as
brand with more modern and attractive packaging; brand worth paying for it; best
quality brand; a modern and current mark; It has the best flavor; of advertising with
which the consumer is identified; brand and easy to get anywhere.
The primary demand is made by the categories of dairy drinks and multifunctional
food products are aimed at consumers of all ages who want to eat healthily and at
the same time meet their expectations in taste, quality, and price. But given the
diversity of customs and consumer needs in the north sparkling beverages would
take the place as the primary demand.
Selective demand is focused on the individual presentation bag which is appealing
to housewives and shopkeepers at cost and high turnover.

Research and Development

Alpina environmental management is seen as an important aspect that not only
involves commitment and responsibility to the environment, but at the same time,
the development of environmental policies in order to preserve "the environment
affecting especially affects the circumstances of lives of individuals or society as a
whole; that is, it is not only the space where life unfolds but also encompasses
living beings, objects, water, soil, air and relations between them as well as
intangible elements such as culture ".
Alpine is a leader in the Colombian market company whose strategies are focused
on providing products of the highest quality at lower prices than the competition,
where they have an optimal production capacity, make studies of constant
research and development for their products are nutritious as their target
audiences cover all ages, competing products are analyzed, orient their products to
a specific group, the market is segmented and looking towards what region orient,
as it will make the product and what will their sales strategies.

Location
The internationalization of Alpina has grown with the volume of exports in almost
20 countries in North, Central and South America, however the growth obtained in
countries like Venezuela (where it operates a plant) and Ecuador (Where operate 2
floors) and United States , results have been good multinational strategy regarding
these international branches.

Webgraphy
http://www.cecodes.org.co/descargas/documentos_ni/casos_separados_N.I/alpina.
pdf
http://www.taringa.net/post/ciencia-educacion/19440898/Analisis-de-la-imagencorporativa-de-Alpina.html
http://u-ebussines106050.blogspot.com.co/
http://wwwwmundoalpina.blogspot.com.co/
http://www.alpina.com.co/prensa/noticias/alpina-implementa-tecnologia-paraprocesar-aguas-residuales/
http://www.dinero.com/edicion-impresa/negocios/articulo/alpina-como-ejemplotransformacion-rentabilizacion-negocio/209858
http://alpinaus.com/#about
http://www.dinero.com/empresas/articulo/resultados-financieros-alpina2014/206344
http://www.scielo.org.co/scielo.php?script=sci_arttext&pid=S012149932013000100013
http://www.unicef.org/spanish/infobycountry/colombia_statistics.html
http://www.colombiaemb.org/node/1328
http://www.fao.org/docrep/006/w0073s/w0073s08.htm
https://www.dnp.gov.co/programas/desarrollo-social/pol%C3%ADticas-socialestransversales/Paginas/seguridad-alimentaria-y-nutricional.aspx
http://wwwwmundoalpina.blogspot.com.co/2013/05/nacimiento-de-alpina.html
http://www.alpina.com.co/prensa/noticias/alpina-productos-alimenticios-sa-alpinacolombia-sa-informa/

https://es.wikipedia.org/wiki/Alpina_Colombia