Santo Domingo Institute of Technology

Área de Ciencias Sociales y Humanidades

SHI 208-English for business

Teacher:

Vladimir Ivanovictch

Midterm:

César Iglesias

Group No

Santo Domingo, D. N.,

República Dominicana
18 de enero de 2021

1. Introduction

This work is about an old, multinational, and impacting Dominican company called Cesar
Iglesias S.A. Cesar Iglesias is one of the few companies that targets Dominicans needing of
low prices to remain eating and healthy. They are so important that they help create local
wealth by keeping money circulating locally, or commonly known as the Multiplier Effect.
We choose this company because it’s so great to invest locally and when you invest in a
company that contributes to a healthy community. Finally, this local enterprise gives the
places we call home their special character and identity by creating good quality products that
identify us as Dominicans.

First, we are going to talk about his logo, history, the type of products that they have, the
industry that they are in, and of course their target audience.

The second thing that we are going to explain is their online vs brick & Mortar model
business, this means the way they do online business and brick & mortar base location
business. You are going to notice that even though they are kind of inadequate, it is a really
big company and it's incredible that it is in the Dominican Republic. Also, we write some tips
so they can improve their online presence and ecommerce business model.

The third thing is that we explain their Corporate Social Responsibility (CSR) and a lot of
ways they have decided to help the Dominican Republic. Such as the Santo Domingo Water
Fund, the Higuano River Coalition, Reforestation Day, and Support to the Fire Department.

The fourth one is their international business business-presence model, they are in some
countries all over the American continent.

1.2 César Iglesias S.A

César Iglesias is a Dominican popular business with more than

100 year on the market dedicated to the production and
manufacture of mass consumer products.

1.3 Logo and Slogan

"Leading, high-quality products to meet your needs”

[Productos líderes y de alta calidad para satisfacer tus

necesidades]

Their logo is composed by the initials of the company's name, “C” and “I”. Then the letters
unify and conform to one figure.

1.4 History

1910: The history of Cesar Iglesias began with César Iglesias Frere a businessman from
Galicia Spain who decided to establish a soap, butter and candles manufacturing company in
San Pedro de Macoris. By 1935 the production of soap increased exponentially, and they
introduced on market the brand “Hispano”. Then in 1963 the contracted an Italian plant to
produce soup in less time, expanding their business in other zones.
1966: Cesar Iglesias started their production in Santo Domingo, and introduced the toilet
soup “Primor”. In 1973, they decided to launch in powder detergent and introduce the brand
“Suave''. Then by the time of 1975 and 1982, they incorporated the brands BolaAzul soup
and El Gallego oil.

1988: The company came to San Pedro de Macoris again and developed a new Industrial
park and installed the first and only one, by the time, sulphonic acid manufacture.

1995: The capacity of the vegetable oil refining process increases with a plant acquisition.

1999: Cesar Iglesias opened two automation lines for the pasta factory. The brand Pastas Del
César is launched in the market.

2001:The distribution channels get stronger with the creation and development of route
sales.

2003: With the increase of powder detergent in the industry, the enterprise introduced in the
market the brand “Brillante” detergent.

2004: The enterprise installed a third line of pasta factory to provide the demand and a mill of
wheat flour to supply at the bakery market. In the same moment they launched their soup
brand “Jabón del Río” and “Personal”.

2005: They installed a factory of dishwasher detergent in San Pedro de Macorís to begin the
production of the brand “El Mago”. Also in the same year César Iglesias introduce the
napkins and toilet paper brand “Bingo” and “Trigo de Oro”

2007: Cesar Iglesias installed a new soup plant to expand the production. They construct a
new warehouse in SPM. Also installed a modern candle manufacture.

2008: In this year, the business made an important inversion with the acquisition of the most
modern paper mill in the Caribbean area and it was installed in San Pedro de Macoris to
supply to the local clients and exportation.

2009: Cesar Iglesias launched their oil brand “El Gallo” and in a little time became a leader
in the market at time to come out. The business contracted a wheat mill. Also installed a
processing and bottling company of potable water, and launched the brand “Santer”.

The company became the exclusive distributor in Dominican Republic of Babysec belonging
to the Mexican enterprise Absormex.

2010: The company became the exclusive distributor in the Dominican Republic of Sardinas
“la Sirena” of Ottis MacAllister, one leader enterprise of canned products.
2014: The enterprise opened corn flakes manufacture, the first and the only in the country.
The company decided to launch the brand cereal “El Rey”.

Also, the enterprise builds up the distribution with the development of a pre-sales system and
credit facilities groceries stores. And they decided to sign in with a Japanese enterprise, the
purchase of the first production line in the Dominican Republic and the Caribbean of ramen
soups.

2015: The enterprise bought a factory to produce liquid disinfectant in SPM.

2016: Cesar receives the certificate of “Operador Económico Avanzado” (OEA) like
importer and exporter.

2018: The enterprise launched a new Whole Grain pasta, fabric softeners, liquid detergent.

1.5 Type of products they provide

Cesar Iglesias provides products in the cleaning, personal care, home care, industrial products
and food areas.

Food:

● El Gallo, Maizete and El Gallego oil

● Trigo de Oro premium, Aurora, Nacional flour
● Del César pastas
● El León corn flakes
● Kinsú soup
● Don Quijote wheat flour
● Doramás Cornflour
● Santer water
● El faro, La Sirena sardines.
● Del frutal Juice.
● El Sol olive oil.

Personal care:

● Dominó toilet paper.

● Bingo napkins.
● Primor, Personal, Marsella soup.
● Babysec diapers.

Cleaning products

● Detergents: Hispano, YÁ!, Suave, Brillante.

● Liquid Detergents: Brilllante
● Fabric softeners: Briilante.
 ● Soup: Hispano, Río.
● Solid detergents: BolaAzul, La Blanca.
● Dishwasher: El Mago.
● Cloro: Cloro Sol.
● Desinfectant: YÁ!

Industrial products:
● Linear Sulfonic Acid.
● Wheat bran.
● Corn Bran.
● Grits Brewer.
● Sulfonated.
● Pasta.
● Alkaline Silicate.
● Neutral Silicate.
● Caustic soda.
● Toilet Chip.
● Paper Coils.

1.6 Target audience

Families that live in the Dominican Republic, North America and the Caribbean Islands with
average and low income. Also, industries that use by-products of the manufacturing process
of the company. For example, they sell caustic soda, an inorganic compound that is known to
be used in many industries.

2. Online Vs. Brick and Mortar: Doing business online and offline

Cesar Iglesias is a company that has 1 principal location and 5 points of distribution in the
Dominican Republic. The 5 points are in: San Pedro, La vega, Azua, Nagua and the one in
Santo Domingo.

With their online presence we identified that they have 3 pages on Instagram, 1 on Facebook,
1 on LinkedIn and their own website.

Evaluating their website, we could observe that do not allow people to buy products just see
the products so isn't an e-commerce website. Between the products that you can visualize in
their page are in different spaces:

A. Regarding food space they have 19 products that are oils, wheat, rice, water, corn, etc.
B. Home Care space, they have 12 products that are soaps, detergents, and dishwasher
soaps.
C. Personal care, they have 7 products that are soap, toilet paper and diapers.
 D. In the industrial products, they have 10 products that are industrial products and a
paper mill.

Following up with the website evaluation, we also noticed that the website is kind of
inadequate in the sense that the typography, the colors, and the design is bad and ugly. And
the website looks kind of neglected, it looks like they created it and then forgot of him.

After finish evaluating their website, we write our recommendations that are the followings:

1. They should put an e-commerce site that allows people and businesses to buy the
products (create an e-commerce site).
2. Re-design the website putting it more attractive to the clients, changing the
typography and the way they use the colors and the letters.
3. Keep refreshing and updating the page.

3. Corporate Social Responsibility

Corporate Social Responsibility at Cesar Iglesias is one of the biggest pillars of this
enterprise. They have been in the market for more than 100 years providing security and job
stability to their clients. As the market remains in constant evolution to create factories and
employment opportunities, they remain generating talent development plans through wellness
programs and create an inspiring culture of teamwork whose common objectives allow them
to generate great growth opportunities. This culture is implemented precisely to generate an
environment for employees to feel highly involved with the team and thus feel more
committed.

There are many examples of how Cesar Iglesias implements Corporate Social Responsibility,
I will provide 9 detailed examples of how they have created these programs that have a direct
impact in their company’s development. The first example is the Santo Domingo Water Fund
that signed a cooperation agreement making them responsible for guaranteeing the protecting
of the upper basins of different rivers in our country and assisting the communities in these
areas with direct support in the areas of education and production. The second example is the
Higuano River Coalition, basically they seek the preservation and conservation of the river
through the initiatives of private companies. Also, Cesar Iglesias has invested about $US
4MM for the protection of the environment by creating a Reforestation Day (a day that
employees help the Ministry of the Environment by planting a thousand fast-growing trees.)
and creating two modern Wastewater Treatment Plants with biological filters that reduce the
environmental impact that their operations may have on the surrounding water. Furthermore,
they have contributed for more than 15 years in the technical training of firefighters with their
Support to the Fire Department by working along with the Texas A&M University with the
first Dominican instructor in that specialty. They are also included in the Sports Support by
sponsoring several baseball teams, both professional and amateur by committing to the
development of young people, as a sign of the identity and the values of this company and the
region that hosts us all.
4. International Business

Cesar Iglesias has a lot of presence at the international level. They expanded their business to
other international markets and promoted their brands through important clients in North
America, Central America, South America and the Caribbean Islands. To be competitive in
the international export market, the company must have the knowledge and skills to prepare
for export management. The company that wishes to enter the international market must
overcome many business challenges; they often lack market information, do not have
sufficient understanding of buyers' trends and expectations, and face fierce competition from
other international companies. Many exporters take a sales- and product-centric approach -
they produce products that they can make with quality, get orders, fulfill, and complete sales.
This method may be feasible in the short term, but in a globalized economy, it often leaves
exporters subject to price competition, with little room for long-term differentiation and
development.

Companies wishing to export face enormous difficulties due to the lack of reliable business
data in the market. Exporting companies must be aware of their current competition in the
market, carefully study opportunities to find new or emerging markets, and look for
opportunities to diversify their products or add value to their current product lines.

They are importers of production machines for their products. It can be confirmed because
Cesar Iglesias has been creating different factories throughout the country and for each
branch opening. Currently, they do not import any product to sell it since they produce their
own products except from the production machines. Although I think that it does have the
potential to import other products and expend their catalog, products not only for mass
consumption. This company has greater potential than he is offering at the moment. They
have great international acceptance and that should be used by marketing other types of
products. They will not be losing their concept, they are simply expanding their product
offering even if that means that they must import them.

Currently, Cesar Iglesias is doing business more related to exports with the United States,
Antigua, Barbados, Curazao, Guatemala, Guyana, Haití, Jamaica, Puerto Rico and Venezuela.

Conclusion

In conclusion, Cesar Iglesias is one of the most undervalued or underrated companies that the
Dominican Republic has. Cesar Iglesias is a thriving company that want to become leaders in
their categories and generate customers loyalty by being perceived as the quality product,
which is very common among Dominican enterprises. This company has a significant impact
on the lives of Dominicans with low income. Its goal is to make families' lives easier by
providing quality products at affordable prices. They also created new jobs, they have over
2,000 employees and almost 21 factories. We are talking about a company that not only
provides facilities for low-income Dominican workers but provides a stable job with many
advantages. I would love to work at any company that creates different solutions for society’s
most vulnerable social branch. Also, I do think that this company has not been as successful
as it could be because of a common problem Dominicans have; Dominicans generally prefer
to consume foreign products over good quality Dominican products, making the company
target different types of customers and now, they are selling their products to commonly
people that cannot afford to buy foreign products.

Laura Abreu

With the CSR, helping with the technical formation of the fire brigade giving them
scholarships, so they can learn everything about being a firefighter. Also, they help to
reforest, taking care of rivers, and protecting the environment. Despite the CSR, the products
they distribute help a lot of people, the food, the home care, and personal care products and
even the industrial ones supply for a lot of people things that they need to survive.

I wouldn’t like to work in Cesar Iglesias, first because I don’t think it would help me advance
in my career because they are not in the same industry or the kind of business I have planned
to develop in the future, but the future's a mystery, so you never know.

Michael Vargas

It is important to mention at this time that society is consented to the need to protect the
environment, the respect for the environment that Cesar Iglesias industries practice, investing
considerable resources in waste treatment for the protection of our society and conservation
of the planet. This is very important because it strongly helps the image of the company
because it not only cares about the benefits it receives, but also that they produce without
causing harmful waste that, from time to time, other companies do and do not clean it.

David Tejada

In conclusion, the Cesar Iglesias company has a good development since it has been
concerned about establishing long-term relationships with its clients. Although it has
stagnated in terms of the evolution of the organization and the direction they want for it, its
corporate image has not had many changes since its launch. Lacking corporate
communication, decreasing the value of the institution in terms of its competitors. Therefore,
they have had to make adjustments where they not only focus on the strength of sales but also
improve their positioning. However, the export carried out in the company includes the
profits from the sale of products or services in foreign markets. These successful sales to
foreign customers have allowed the business to grow and develop. The organization wants to
enter international waters to seek higher profit margins for assets, generate interest in
economies of scale, improve its competitiveness and face restrictions on the size of the
domestic market.

Nelson Peña
In my opinion César Iglesias is one enterprise that every Dominican must feel proud of.
Maybe you ask why? The reasons are various, in my opinion these are valuables reason: a
stable company since 1910, an industrial park that is in one province of the country, San
Pedro de Macorís providing a lot of work in the East region, and also dynamics the economy,
other reason is their mission of offer products with quality and low price, very important for
the development of our country taking that this area in our country composes in majority for
average and low income people, the capacity to expand their business internationally if this
enterprise receive more support can bring their product to the entirely Latin-American. Also
is a company that has a valuable Social Responsibility, for example has two wastewater
treatment plants that I consider very important to trait their waste. I would like to work in this
Dominican Business as a junior treasury and budget analyst, because I like and have abilities
to work in this specific area.

Rosiris Alcántara

References:

Iglesias, C., n.d. Nuestros Productos. [online] Cesar Iglesias. Available at:

<https://cesariglesias.com/nuestros-productos-old/>

Iglesias, C., n.d. Responsabilidad Social. [online] Cesar Iglesias. Available at:
<https://cesariglesias.com/responsabilidad-social/>

Iglesias, C. (2019, 3 julio). César Iglesias - Exportaciones. Cesar Iglesias.

https://cesariglesias.com/exportaciones/