Marketing Global

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.

Social and Environmental Responsibility

We take our social responsibility as a management model aligned to business strategy and supported by ethical behavior, which incorporate actions that contribute to the welfare and development of our stakeholders through transparent communication and establishing sustainable relationships.

We are conscious about the Environment that’s why as part of our sustainable development; we have set a business philosophy: Reduce the negative environmental impact of the company’s activities.

Solid Waste Management

The Solid Waste Management is carried out by a planning that includes the procedures and actions based on environmental, sanitarian criteria and environmental technical-economic feasibility for the reduction of waste, from the source of generation until final disposition. This is contained in the Company’s Management policy, in compliance to the General Law of Solid Waste N 27314.

Also, we constantly promote both inside and outside the company the recycling of paper, glass, plastic, ink toners, etc. The objective is to reduce the generation of waste through an adequate use of resources and the recycling or reusing policy.

2. Vision

Be a leader and innovator company in the sustainable use of marine resources for nutritional purposes.

3. Mission

We are a company dedicated to provide a high quality marine food with added value satisfying completely the consumer’s needs in harmony with the environment.

4. Certifications

LIA Peru SA does business under a management quality model oriented to the customer satisfaction, enabling us constantly to innovate the way we do things as well as fulfill our vision and mission. International certifications have been obtained as a result of continued compliance and continuous improvement in the most demanding quality standards.

ISO 9001-2008: We have system of quality management focused to fulfill the needs and expectations of our customers.

ISO 14001-2004: We have an environmental

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