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Marketing Global

Ensayos de Calidad: Marketing Global
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Enviado por:  jojolete  05 julio 2013
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UNIVERSIDAD RICARDO PALMA

Facultad de Ciencias Económicas y Empresariales

Escuela Académico Profesional de Administración de Negocios Globales

EXPORT MARKETING PLAN:

CANNEDTROUT IN GOLDENBERRY SAUCE

Teacher : Guadalupe Amesquita

Course : Global Marketing

Semester : 10º

Group members : Leyla Saco

Ian Almanza

Antony Juarez

2013 – I

INDICE

I. EXECUTIVE SUMMARY……………………………………………………………………………………………………3

II. Business Current Situation……………………………………………………………………………………………..4

Business Description…………………………………………………………………………………………………4

Mision………………………………………………………………………………………………………………………5

Vision……………………………………………………………………………………………………………………….5

Certifications……………………………………………………………………………………………………………5

III. Situation Analysis…………………………………………………………………………………………………………..6

Climate……………………………………………………………………………………………………………………..6

SWOT Analysis………………………………………………………………………………………………………..10

IV. Market Analysis……………………………………………………………………………………………………………11

Segmentation…………………………………………………………………………………………………………12

Competitors..………………………………………………………………………………………………………….14

V. Selected Marketing Strategy…………………………………………………………………………………………16

Marketing Mix………………………………………………………………………………………………………..16

VI. Operational Plan………………………………………………………………………………………………………….19

VII. Conclusion…………………………………………………………………………………………………………………..20

VIII. EXECUTIVE SUMMARY

The experience and success of the company has led the company LIA to make the decision to export its flagship product, trout in golden berry sauce, which aims to enter the Japanese market as a high-quality and highly nutritious able to enter the daily diet of Japanese consumers.

The international certifications that the company counts is a backup to be able to present and give a product that meet with all the standards and satisfy our Japanese customers.

We have taken into account the most important variables identified in the market

study such as all the requirements that we have to meet like the Japanese legislation, the characteristics of our target market as well as the characteristics of the business culture in order to know how to negotiate with the intermediaries.

In addition, we have made an internal analyzed in order to identify our strengths, weaknesses as well as the threats and the opportunities that we can take advantage when evaluating the strategies.

Marketing strategies have been proposed seeks to position the product brand in the minds of Japanese consumers, so we take advantage of the benefits of the product as well as its high quality.

II. Business Current Situation

1. Business Description

LIA company is a Peruvian enterprise that currently is dedicated to the production, exportation and marketing of canned trout in goldenberry sauce of high quality backed by international certifications that prove our quality management since the production till the final product.

Socia ...



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