Marketing

RICARDO PALMA UNIVERSITY

GLOBAL BUSINESS ADMINISTRATION

Course:

Marketing Global

Teacher:

Guadalupe Amésquita

Members:

• Diaz Herrera Anthony

• Medrano Arias Paola

• Sanchez Terreros Kiara

2014 – II

INDEX

I. EXECUTIVE SUMMARY 3

I. BUSINESS NATURE 4

2.1. Mission 4

2.2. Vision 4

2.3. Values 4

III. SITUATION ANALYSIS 5

3.1. Company Analysis Assessment 5

3.2. Climate 6

3.2.1. Macro-environmental PEST analysis 6

3.3. SWOT Analysis 8

IV. MARKET 9

4.1. Segmentation 10

4.2. Competitor analysis and issues analysis 14

4.2.1. Direct competitor 14

4.2.2. Indirect competitor 15

V. SELECTED MARKETING STRATEGIES 17

5.1. Product 17

5.2. Price 18

5.3. Distribution (place) 19

5.4. Promotion 22

VI. OPERATIONAL PLAN 23

VII. CONCLUSIONS 24

BIBLIOGRAPHY 25

I. EXECUTIVE SUMMARY

The present marketing plan has as objective to describe the feasibility of the creation of a company that is going to export a beverage of quinoa with apple nectar to Canada in the state of Toronto.

To determine the feasibility of the project, we conducted a market survey that allowed us the identification and analysis of the different variables such as tastes and preferences of our potential market, among other variables.

In order to reach our market potential has conducted market segmentation according to different variables that lead us to determine our market.

Our product is aimed at people aged 20 to 50 who live a healthy lifestyle of physical activity, once or twice a week, who want a natural, healthy and nutritious drink that provides the same energy because they are high in protein and vitamins, benefiting the health of consumers.

Today the market of natural drinks in Toronto has a great success has been growing in recent years. The strategy that we use to access our potential market will be through supermarkets in Toronto, in order to get directly to the end consumer.

One of our objectives is proposed to cover the main supermarkets of Toronto, as well as our product is known in the future in other international markets.

I. BUSINESS NATURE

NUTRI-QUINOA SAC is a Peruvian company formed by three students of Global Business Administration at Ricardo Palma University.

We offer a beverage of quinoa with apple that contains a high nutritive value. This grain reduces the risk of several diseases, cholesterol free, and very useful in the stages of human development.

This export marketing plan has an objective to enter the Canadian market state of Toronto.

We want to outsource the production of our beverage to the company Comersa Trading SAC. We will obtain the raw material from Ayacucho (quinoa) and Lima (apples).

Initially we will have our commercial office and it is located strategically in Callao, Lima.

2.1. Mission

Be a committed and integrative company that satisfies the needs of our customers offering them a healthy and quality product from quinoa beverage.

2.2. Vision

By 2020, be a company recognized internationally for our beverage made from quinoa and also be recognized as a great place to work.

2.3. Values

Orientation to person

Recognize the valuable contribution of our staff to the growth and success of our company. Encourage teamwork and creativity of our employees.

Integrity

Consistent with our words. Respect the laws, practices and standards Business of the countries where we are established.

Culture and success

We trace demanding goals and work to achieve them.

III. SITUATION ANALYSIS

3.1. Company Analysis Assessment

• Goals

 By the 2 first years of our operations, cover the main supermarkets of Toronto with our product and also establish strategic alliances with main distributors in that city.

 By 2021, lead the Canadian market creating greater recognition to quinoa with apple beverage.

 Make our product known in other international markets.

 By 2019, have 3 commercial offices in Ayacucho and Two in Lima.

• Strengths

 Our product has high nutritional value and is new in the Canadian market.

 We have personal specialist in logistics, sales, marketing and administration.

 We have good relationship with the supplier of the raw material (quinoa and apple).

 Our product has certification.

• Weaknesses

 Our financial resources are not as big as is required.

 We don’t have our own transport to make the distribution of our product.

 Our ability to meet large orders is reduced because of our reduce budget and we have a limited portfolio of products.

 Weak image in the market for being a new company and also offer a new flavor of a beverage.

 Our company doesn’t have prior knowledge of the international market.

3.2. Climate

3.2.1. Macro-environmental PEST analysis

a) Political and legal environment:

Opportunities:

• Canada has a free trade agreement with Peru since 2009.

• The Canadian government requires food manufacturers to indicate if their foods contain gluten. This will enable the population better informed when buying. Quinoa is gluten-free, so would have great potential for increasing demand.

Threats:

• Canadians are strict on the legal process in the export and quality of the product.

b) Economic environment:

Opportunities:

• Canada ranks 10th in the world ranking of economies by size.

Threats:

• The global economic deceleration directly affects the Canadian market.

• Nowadays increase of the Price of our raw material (quinoa).

c) Social and cultural

Opportunities:

• Canadian prefers to consume natural and fresh products to maintain a healthy and balanced diet.

• Quinoa products with added value have all the characteristics that seek the new global consumer.

• Growth in demand for healthy foods and beverages.

...