1.

0 Introduction
INDUSTRIAL BUSINESSES S.A.

Was founded in 1957 in Guayaquil – Ecuador, by Mr. Julio Aguirre Iglesias who builds the first
production plant to process canned sardines, is classified as a company committed to providing
the best nutrition for its consumers, delivering the highest quality in all its products.

Its flagship brand, Real, is one of the most recognized in frozen, canned, and other high-quality
products in Ecuador. Also, they have the privilege of producing different products which would
give it a competitive advantage in the international market.

They are the owners of the largest Ecuadorian-flagged fishing fleet in the country and provide
work for more than 8,000 people. Its commitment is to continue innovating to reach more
homes around the world.

NIRSA has different potential countries for the internationalization of its products, among
which are: Canada, the United States, Panama, Guatemala, El Salvador, Costa Rica, Germany,
Belgium, China, Japan, Nigeria and Australia.

3.0 Situational Analysis

3.1 Company Analysis

NIRSA is a private company located in Posorja-Guayaquil, which recently joined the Air
France KLM sustainable aviation fuel program (SAF) in South America, who are leaders in
environmental protection and sustainable development of the food industry in Ecuador.
In addition, it currently has approximately 5,000 to 10,000 employees, thus
demonstrating its ability to produce on a larger scale to export its products.
NIRSA offers several food products such as: tuna, sardines, heavy fillet, tomato sauce, rice,
noodles and peeled fruits in syrup; Of the already mentioned products, Tuna has been
selected to carry out the marketing plan.

3.2 Organization’s Assets and Skills

Nirsa has invested effort and significant sums of money in the development, marketing
and dissemination of the products it handles with the REAL brand, giving rise to the
prestige and recognition of the consuming public. Currently, "it is one of the main
exporters of canned tuna in Ecuador"
Nirsa "was the pioneer of the tuna easy open system", This innovative presentation of the
product that emerged in the
In 1997, it generated expectation, emotion and helped the prestige of the brand, giving it
greater identity, and transformed the previous concept of "good food, difficult to open" to
"good food, easy to eat", which could also be opened by a child without fear risks of
injure. After the revolutionary strategy of how to open a can of tuna, the Tun tun tun tun
Real tuna campaign is launched, really tuna, a campaign that was very successful and was
based on how easy and rich it is to prepare meals with its products.
The Real brand establishes a definite position in the market, establishing itself as the only
"easy open" product on the market, the brand has diversified, offering fish soaked in
different oils, the exciting attributes are tangible, but they also tend to be short-lived,
since the competition quickly imitates them, so after the success obtained, their next
strategy was to expand their products.
Thanks to the strength of the brand, the company has begun to
introducing products in other segments, such as Real juices, Real rice that is part of the
basic basket, Real canned preserves, such as peaches, fruit cocktail, frozen foods such as
fish, shrimp, empanadas and yuca bread, we can define that having a name Strong can be,
in addition to a valuable asset, the most effective competitive weapon for a company,
which is why Nirsa continues to expand its products.
Nirsa s.a. products are consumed throughout Ecuador under the Real brand and are also
exported to several countries around the world such as the US, the European Economic
Community, Central America, South America and non-EU countries, where it is marketed
under different private brands of importers or supermarket chains, this is how the
company Nirsa is successful in Ecuador and the world.