CEO-CIA Assignment

CEO – CIA Example SMITH 1

CEO – CIA Example SMITH 1

CEO – CIA Example

To:

From: <Your Name>

Date: <Date>

Subject: CEO – CIA Assignment

Company Information:

Bubba’s Real Country Folk Foods is a SW Texas favorite. Often sold in gas stations, small town grocery stores, and rattlesnake derbies and such, Bubba focuses on only a couple of items – specifically All Meat Jerky and Homemade Chow Chow (his wife’s recipe). Until recently Bubba has handmade and packaged all the items he sells, but now he has a refurbished packing machine and consequently his sales have increased. At a recent International Festival in Dallas, Bubba found out that his hot Chow Chow was a big hit with many international students attending Lawton. Garnered with unlimited praise and with the pride he has in his product, Bubba has decided to go International.

Product or Service:

All Meat Jerky and Homemade Chow Chow. (Note: Recipe for Chow Chow provided below) Country of Choice:

SPAIN

Reason for Choice:

A quick look at top tomato and chili producing countries on the internet showed Spain as a top 10 producing country for both tomatoes and chilies. They also grow onions. All of these are necessary for the production of hot chow chow. (Various web sites … note: should have listed them)

Additionally, after a prolonged recession, Spain is finally making positive economic growth. Agriculture is 2.5% of the GDP, and in addition to crops also has beef, pork, and poultry which may allow Bubba’s to bring in the jerky part of his company. While the population is estimated at 21.1%, Bubba makes his products at a cost that is affordable with only minimal mark up. Unemployment is very high in Spain, which may lead to good quality help in the manufacturing of the chow chow. Transportation to various markets will not be a problem as Spain has plenty of good roads and a good rail system. (CIA FACTBOOK https://www.cia.gov/library/publications/the - world - factbook/geos/sp.html ). The main language in Spain is Castilian Spanish. Since Bubba took two years of High School Spanish, he feels he will also be able to communicate well there. Finally, Bubba has never been to Spain, but he kinda likes the music…. See: https://www.youtube.com/watch?v=dm6qw_yeo6o (need to listen to the whole song if you haven’t heard it).

Mission Statement of Company:

Bubba uses only the freshest bestest ingredients to make better ‘n good home folk food.

Strategy Used to Make Mission:

Bubba uses the best ingredients and still tries to maintain a low cost on his product.

Players in Each Force:

Industry Competitors - HIGH

Conservas Ria, Canned Tomato Manufactures of Spain. Ria offers “crushed and Sieved Tomato, Whole Peeled Tomato, Diced Tomato and Tomato Sauce for Distribution Channels for Food Service, Retail and Gourmet.” ( http://www.spaingulfood.com/en/list/products/food/10 - Tomate.html ).

Others incluce Agraz ( http://www.agraz.com/companies.html ) and Goya which makes Sofrito ( http://www.goya.com/english/ ).

Suppliers - HIGH

Spanish farmers and glass makers. Farming is currently down in Spain, consequently, established industry competitors may have a significant advantage on obtaining the three key ingredients.

Buyers - LOW

Bubba tends to use local markets, and could not find any information on buying clubs such as COSTCO and SAMs.

Substitutes - MEDIUM

Sofrito also called refogado. A sauce made of garlic, onion, paprika and tomatoes cooked in olive oil. (https://en.wikipedia.org/wiki/Sofrito). Also, salsa, picante, pico de gayo, and gazpaco.

New Entrants - LOW

Unknown at this time. But Bubba’s would be considered an new entrant for the traditional companies.

Analysis:

Industry competitors: Bubba knows that competing against established industry rivals will be difficult. They already have manufacturing plants and have established relationships with local growers and the manufacturers of cans and glassware.

Suppliers: Bubba thinks he can make inroads with local tomato growers as chow chow uses green tomatoes rather than ripe ones. By purchasing early, he hopes to beat traditional buyers to the farmers.

Buyers: Bubba considers this to be low risk competitor.

Substitutes: Chow Chow is not normally used as a sauce but rather as a garnish. With that in mind, it can be differentiated from possible Spanish substitutes. New Entrants: Bubba considers this to be a low risk competitor.

Strategy:

Quality at a lower cost. Differentiation – nothing taste better’n chow chow, especially on a soda cracker with butter. Bubba will continue to use local small town markets and fairs to demo the product. Bubba is also a clean freak and wants to ensure his product is safe for all to eat.

Supportive Techologies:

Bubba will use both low and high tech solutions to making his product more desirable. In addition to using local fairs and markets, he will make use of radio, TV and Internet advertising. Spain currently has 33.9 million internet users (ranked 19th in the world - https://en.wikipedia.org/wiki/Internet_in_Spain ).

He also intends to use High-Pressure pasteurization to ensure that his product is always safe to eat.

Using HPP has little effect on the texture of foots but it does kill pathogens!

( http://www.foodprocessing.com/articles/2013/breakthrough - technologies/?start=1 ). Bubba does want to stay away from automation including robots to endear the population to his brand (he believes people need jobs … not machines).

NOTE: You could do the analysis, strategy and supportive tech as a table:
Force	Players	Analysis	Strategy	Technology
Industry Rivals
Suppliers
Buyers
Substitutes
New Entrants

Chow Chow Recipe

Note: Document all references!