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 management system which is focused on minimizing the environmental impact of our effluents, emissions, waste and other environmental issues; the goal is to make our eco-efficiency operations.

HACCP: We have a safety management system in which food safety principles apply as the Hazard Analysis and Critical HACCP, aimed at eliminating factors that can affect the safety and security of our products.

BASC: Our employees and our operations and facilities are kept under strict control standards in logistics and asset security in order to provide confidence and tranquility to our customers. Thanks to this we have a Management System and Security Control Organization BASC certified in all our operational and administrative headquarters.

Exporting Plan

Our exporting plan is focused on commercializing canned trout in goldenberry sauce by giving it an added value both for its high nutritious content and the innovative presentation in order to be exported to the Japanese market. For the type of product to be commercialized, we are in the category of canned food and instant meals. Our objective is to position our product by the important nutritional components and the high quality of it. The idea of this business is to take into account the benefits of the product and the high demand for high nutritious product.

General objective

Have a complete overview of the Japanese market in order to define the strategies to use.

Specific Objectives

Determine if the product presentation is adequate and if it adapts to the needs and characteristics of the target market

Identify our target market, cultural characteristics, consumer behavior etc.

Determine all the requirements and specifications that the product must meet.

Analyze the free trade agreement between Peru and Japan to take advantage of the benefits.

III. Situation Analysis

1) Climate

Macro-environmental PEST analysis

The key point to make the PEST analysis is to have a clear idea about the Japanese market, all those factors that affect our business and how we are going to face or take advantage of them. Therefore, we have taken into account the following:

Political and legal environment:

In the case of our product that is “Canned Trout in Goldenberry sauce”, we have:

Food Sanitation Law:

The Food Sanitation Law covers all aspects of safety of all types of foods. This law has been elaborated for many years; introducing import inspection (1952), labeling standards (1956), clear definition of food additives (1957), prohibition of sales of food which may contain harmful substance (1963), prohibition of placing novel food in the market (1963), approval of HACCP (1995), labeling of allergens (2000), pre-market approval and labeling of GMOs (2000).

• This law

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