This document outlines an export marketing planning workshop held in Guatemala City, Guatemala on August 28, 2019. The workshop covered key steps in developing an export marketing plan, including conducting an internal analysis of company strengths and weaknesses, identifying opportunities and threats in export markets, conducting a SWOT analysis, and developing marketing strategies and action plans for specific export markets. Attendees were given assignments to complete sections of their export marketing plans on fruits and vegetables for Europe based on the information and methodologies discussed during the workshop. The workshop concluded with an announcement about an upcoming market orientation mission to Europe from October 20-26, 2019 for participants to further develop relationships and market intelligence.
Cardamom is an important spice commodity of international commerce ever since the ancient Greek and Roman period.It is processed into various products like cardamom seeds,
cardamom powder, cardamom oil, cardamom oleoresin, encapsulated cardamom flavor etc. Processing of cardamom requires close monitoring right from harvest to the drying and final grading.Cardamom having cool and refreshing aroma and pleasant and sweet taste, the food prepared by adding it is likely to become more acceptable to more people in the coming years.
Industrial processing and related technological aspects of these products are covered here.
The document discusses value added wheat products and bread processing and marketing. It provides details on the bread production process. India is the second largest wheat producer globally. The bread market in India is growing at 7% annually, with organized players making up 40% of production. Key trends include growth in packaged breads and flavors. The target market for bread includes youth, children, travelers and patients.
Phytophthora parasitica var. nicotianae, a soil-borne pathogen, causes black shank, a devastating disease of tobacco. The fungus can produce new spore generations every 72 hours. Less than one propagule per gram of soil can lead to an epidemic. Symptoms in seedlings include black stem discoloration near the soil level and wet or dry rot. Transplanted crops show necrotic stem patches and wilting. Management includes covering seedbeds, providing drainage, spraying fungicides, using disease-resistant seeds, and removing crop residues.
This document provides information on pineapple cultivation. It discusses the origin and botanical classification of pineapples. It also outlines key pineapple producing states in India and their production levels. The document covers optimal soil and climate conditions for pineapple growth. It describes production techniques such as planting material, planting methods, irrigation, fertilization, and pest and disease management. Harvesting, post-harvest handling, processing, marketing, and typical yields are also summarized.
Report in retail on Fresh Vegetables and fruitsPushpika Vyas
Vegito is a proposed retail company focused on selling fresh fruits and vegetables in Warangal, India. The company aims to establish a retail outlet that links local farmers directly to consumers, improving farmers' incomes and ensuring a year-round supply of locally grown produce. Key aspects of the proposed business include sourcing from local farmers and distributors, operating a retail store with produce organized by temperature requirements, and employing a staff including managers, administrators and general workers. The startup requires an investment of approximately 212 lakhs to cover initial fixed costs such as building construction, equipment, and vehicles. Ongoing monthly expenses are estimated at 76 lakhs.
This document discusses bamboo as a sustainable alternative to hardwood and outlines plans for a bamboo nursery and processing business in northeast India. Bamboo can be harvested every 3-7 years without replanting, unlike hardwood which requires 100 years to harvest and replant. The business will source bamboo locally, set up processing facilities, and sell finished bamboo products nationally and internationally. An analysis of technical, financial, commercial, and environmental feasibility was conducted to ensure sustainability and profitability. The goal is to increase demand for bamboo products and provide local livelihood opportunities through skilled employment.
The document outlines a business plan for an oyster mushroom farming operation. It includes an executive summary, descriptions of mushrooms and oyster mushrooms, market analysis of the overall and Pakistani mushroom markets, nutritional information, SWOT analysis, operational flow chart, and financial projections. The plan is to grow fresh oyster mushrooms and supply them directly to pizza parlors in Lahore to meet demand and take advantage of higher profits compared to other mushroom varieties and businesses.
Cardamom is an important spice commodity of international commerce ever since the ancient Greek and Roman period.It is processed into various products like cardamom seeds,
cardamom powder, cardamom oil, cardamom oleoresin, encapsulated cardamom flavor etc. Processing of cardamom requires close monitoring right from harvest to the drying and final grading.Cardamom having cool and refreshing aroma and pleasant and sweet taste, the food prepared by adding it is likely to become more acceptable to more people in the coming years.
Industrial processing and related technological aspects of these products are covered here.
The document discusses value added wheat products and bread processing and marketing. It provides details on the bread production process. India is the second largest wheat producer globally. The bread market in India is growing at 7% annually, with organized players making up 40% of production. Key trends include growth in packaged breads and flavors. The target market for bread includes youth, children, travelers and patients.
Phytophthora parasitica var. nicotianae, a soil-borne pathogen, causes black shank, a devastating disease of tobacco. The fungus can produce new spore generations every 72 hours. Less than one propagule per gram of soil can lead to an epidemic. Symptoms in seedlings include black stem discoloration near the soil level and wet or dry rot. Transplanted crops show necrotic stem patches and wilting. Management includes covering seedbeds, providing drainage, spraying fungicides, using disease-resistant seeds, and removing crop residues.
This document provides information on pineapple cultivation. It discusses the origin and botanical classification of pineapples. It also outlines key pineapple producing states in India and their production levels. The document covers optimal soil and climate conditions for pineapple growth. It describes production techniques such as planting material, planting methods, irrigation, fertilization, and pest and disease management. Harvesting, post-harvest handling, processing, marketing, and typical yields are also summarized.
Report in retail on Fresh Vegetables and fruitsPushpika Vyas
Vegito is a proposed retail company focused on selling fresh fruits and vegetables in Warangal, India. The company aims to establish a retail outlet that links local farmers directly to consumers, improving farmers' incomes and ensuring a year-round supply of locally grown produce. Key aspects of the proposed business include sourcing from local farmers and distributors, operating a retail store with produce organized by temperature requirements, and employing a staff including managers, administrators and general workers. The startup requires an investment of approximately 212 lakhs to cover initial fixed costs such as building construction, equipment, and vehicles. Ongoing monthly expenses are estimated at 76 lakhs.
This document discusses bamboo as a sustainable alternative to hardwood and outlines plans for a bamboo nursery and processing business in northeast India. Bamboo can be harvested every 3-7 years without replanting, unlike hardwood which requires 100 years to harvest and replant. The business will source bamboo locally, set up processing facilities, and sell finished bamboo products nationally and internationally. An analysis of technical, financial, commercial, and environmental feasibility was conducted to ensure sustainability and profitability. The goal is to increase demand for bamboo products and provide local livelihood opportunities through skilled employment.
The document outlines a business plan for an oyster mushroom farming operation. It includes an executive summary, descriptions of mushrooms and oyster mushrooms, market analysis of the overall and Pakistani mushroom markets, nutritional information, SWOT analysis, operational flow chart, and financial projections. The plan is to grow fresh oyster mushrooms and supply them directly to pizza parlors in Lahore to meet demand and take advantage of higher profits compared to other mushroom varieties and businesses.
This document summarizes several varieties and selections of Capsicum introduced by public institutions in India. It introduces four introduced varieties - California Wonder, Yolo Wonder, Chinese Giant, and World Beater. It then describes three varieties selected by IIHR Bangalore: Arka Mohini, Arka Gaurav, and Arka Basant. The document also mentions two public sector hybrids - Pusa Deepti and Pusa Meghdoot, as well as two private sector hybrids - Bharat and Solan Hybrid-2. It concludes with a brief thank you.
SHAKARKANDI - SWEET POTATO (Ipomea babatus L) PRODUCTION TO VALUE ADDITIONjaisingh277
Sweet potato types, planting material,processing for food products, commercial products, industrial products,, animal feed, its storage and utilization of processing wastes and byproducts have been briefly explained
This document provides information about the cultivation of tomatoes. It discusses the botanical details of tomatoes, including its scientific name and place of origin in South America. It also outlines ideal soil and climate conditions for growing tomatoes, such as a temperature range of 21-24°C and soil pH of 6.0-7.0. The document recommends practices like weed control, crop rotation, and irrigation scheduling. It provides fertilizer dosage based on soil fertility and lists several popular tomato varieties in India along with their characteristics and uses. Finally, it describes some common diseases that affect tomatoes and their management strategies.
Pakistan chilli production scenario by Tariq Sarwar Awan, Food TechnologistMalik Tariq Sarwar Awan
Presenting Pakistan Chili Production Scenario , we are suffering from aflatoxin issue. pakistan is a major player in chili production but we are importing inspite of exporting. our leading industries are importing chili powder, topic needs to be focussed.
This document provides information about rose cultivation. It begins with an introduction to roses and then discusses their importance, uses, botanical description, classification, varieties suitable for protected cultivation, propagation methods, climate requirements, soil needs, cultural practices like irrigation, fertilization, planting, use of plant growth regulators, disease management, effects of preservatives on vase life, transport, and yield. The document contains detailed information on growing roses successfully as a flower crop.
Scented rose - introduction and uses – varieties - soil and climate and planting systems - weed, nutrition and irrigation management – training and pruning – special horticultural practices - role of growth regulators- harvest index and yield
The document provides information about red chili processing from field to fork. It discusses why chili is hot, when it was introduced to India, varieties grown in India like Byadagi and Naga Jolokia. It also discusses cultivation, harvesting, drying, sorting, packaging and transportation processes. The major quality factors considered are color, size, shape, seed content and pungency. The document also covers product types, factors influencing price, adulteration and market types of chili.
Production technology of chili and capsicumkuldeepgarwa
Chilli is one of India's most important crops and is grown throughout the country, with major producing states accounting for 80% of national production. Chilli belongs to the genus Capsicum and there are over 400 varieties found worldwide, with the species C. annuum being the most widely cultivated. India is a major global producer, consumer and exporter of chilli.
India is a major global producer of fruits and vegetables. However, horticulture exports face several weaknesses, including insufficient water, poor infrastructure, and post-harvest losses. Strengths include biodiversity, suitable land and climate. Opportunities for growth include increasing crop yields, developing agro-industries, and tapping potential in northeast India. Threats include low surplus for export, stiff global competition, and lack of quality standards and branding. Case studies show that addressing post-harvest losses and developing supply chain infrastructure could strengthen India's horticulture export industry.
This document provides information about turmeric processing from various stages like washing, cooking, drying, polishing, grading, grinding and value addition processes like turmeric oil extraction and curcumin extraction. It includes details of machinery used in each process with specifications and capacities. Benefits of turmeric, curcumin and value added products are highlighted. A flow chart depicting the overall turmeric processing is presented along with output details at each stage. Global curcumin market outlook is also summarized. Contact details of the engineering company specializing in turmeric processing equipment are provided at the end.
This document proposes establishing a business to produce and sell mushroom sausages in Sri Lanka. The key points are:
- The business will produce spicy mushroom sausages using local spices as a nutritious alternative not widely available.
- The goals are to meet market demand, expand sales, reduce costs and enter export markets within 6 years.
- It will operate as a sole proprietorship producing mushroom sausages, fresh mushrooms and dried mushrooms.
- Financial projections estimate sales growth from 90,000 units in 2018 to 119,025 units in 2020, with break-even at around 40,000 units.
Cauliflower is a healthy food that can help prevent cancer, heart disease, and weight gain. It grows best with cool, humid temperatures between 15-22°C and fertile soil with a pH of 6.0-6.5. There are early, intermediate, and late varieties that are planted at different times between August and October. Seedlings are transplanted after 30-35 days at spacings of 60cm between rows and 45cm between plants. Fertilizer and irrigation schedules are provided, along with pest and disease control methods. Cauliflower is harvested after 60-70 days when the curds reach proper size and compactness.
The document describes the steps for sugarcane cultivation including bud selection, nursery preparation, main field preparation, transplanting, intercropping, weeding, mulching, and organic methods. It involves selecting healthy canes to extract buds, treating the buds, arranging a nursery tray with coco-pith, placing the buds, covering and maintaining moisture. For the main field, steps include tilling, adding organic manures, making ridges, fertilizer application, and transplanting 25-35 day old seedlings in zigzag pattern. The document also details the sugarcane harvesting and processing steps of transporting cane to a mill, crushing, extracting juice, heating, adding lime, separating crystals from molasses
Tomato is grown practically in every country of the world in outdoor fields, greenhouses, and net houses. The leading tomato producing countries in the world are China, India, USA, Turkey, Egypt, Iran, Italy, Spain, and Brazil.
It occupies an area of about 4.73 million hectares with a production of 163.96 million tonnes in the world (FAO, 2016). It is the world’s 3rd largest vegetable crop after potato and onion
Tomato is the most widely cultivated crop in India. Tomato is a very important vegetable crop regarding both income and nutrition. Tomatoes are predominantly summer crops, but it can be cultivated throughout the year.
In its fruit contain vitamins like ‘A’ and ‘C’ and antioxidant in abundance quantity. Due to the unique properties contained in its fruit, tomato demand remains almost the same throughout the year.
Tomatoes are also used as fresh fruits, and they are cooked and cooked in pickles, chutneys, soups, ketchup, sauces, etc.
India has a small area under greenhouse cultivation compared to other countries like the Netherlands and China. Greenhouse technology is being used in India mainly for research and to extend the growing season for vegetables in cold regions like Ladakh. In Ladakh, greenhouses allow cultivation from 3 to 8 months compared to the normal 3 month growing season. Different types of greenhouse structures are used depending on factors like climate, cost, and space availability. Protected cultivation using greenhouses can significantly increase crop yields compared to open field cultivation. In Ladakh, crops grown in polycarbonate greenhouses have shown yields 2-3 times higher than open field cultivation. Greenhouse technology helps overcome challenges of the high altitude cold desert climate in Ladakh.
The document discusses India's Mega Food Parks Scheme which aims to promote investment and growth in the food processing sector. It notes that the food processing sector faces several challenges including lack of infrastructure, seasonality of operations, and inadequate quality standards. The scheme aims to address these challenges by providing grants to entrepreneurs to set up common infrastructure facilities for food processing units. This would include facilities for collection, primary processing, storage and logistics. The goal is to link producers and processors in an effort to reduce wastage and add value to agricultural produce across the country.
This document provides information on the production of peas in Himachal Pradesh, India. It discusses the botanical details of peas, important varieties grown in the region, ideal climate and soil conditions, and cultivation practices like sowing time, seed rate, spacing, manures and fertilizers, irrigation, weeding, and pest and disease management. The main varieties mentioned are Arkel, VL-7, Matar Ageta, and Punjab 89 for early season, and Palam Priya, Solan Nirog, and GC-477 for main season. Climatic needs, ideal soil type, and harvesting procedures are also outlined.
India is the world's largest producer, consumer, and exporter of chillies. Chillies are grown across India, especially in the states of Andhra Pradesh, Karnataka, Madhya Pradesh, Maharashtra, Orissa, and Tamil Nadu. Andhra Pradesh produces over half of India's chilli crop. Guntur market in Andhra Pradesh is Asia's largest chilli market. India exports chillies and chilli products like powder and imports small quantities. The key export markets are the US, Sri Lanka, Bangladesh, and the Middle East. Chillies are an important crop for India's economy and cuisine.
The document discusses the production technology of potatoes. It covers the botanical description of potatoes, their importance as a food crop, varieties commonly grown in Karnataka, soil and climate requirements, methods of propagation using seed tubers, planting methods, fertilizer use, irrigation, pest and disease management, harvesting, and processing into products like french fries and chips. The key potato growing regions are China, India, and the state of Karnataka in India, specifically Hassan district.
The document outlines the methodology for developing an export marketing plan (EMP) for small and medium enterprises in Central America to export fruits and vegetables to the European market. It discusses conducting an internal business audit and external analysis of opportunities and threats in target markets. It provides examples of research questions to ask about product-market combinations, market trends, buyer requirements and competitors. The methodology instructs to analyze strengths, weaknesses, opportunities and threats in a confrontation matrix and finalize the EMP with objectives, activities, responsibilities, budgets and timeframes. Participants are assigned to revise chapters of their draft EMP after a visit to Europe and submit a final draft to their coach by November 15th for review.
This document summarizes several varieties and selections of Capsicum introduced by public institutions in India. It introduces four introduced varieties - California Wonder, Yolo Wonder, Chinese Giant, and World Beater. It then describes three varieties selected by IIHR Bangalore: Arka Mohini, Arka Gaurav, and Arka Basant. The document also mentions two public sector hybrids - Pusa Deepti and Pusa Meghdoot, as well as two private sector hybrids - Bharat and Solan Hybrid-2. It concludes with a brief thank you.
SHAKARKANDI - SWEET POTATO (Ipomea babatus L) PRODUCTION TO VALUE ADDITIONjaisingh277
Sweet potato types, planting material,processing for food products, commercial products, industrial products,, animal feed, its storage and utilization of processing wastes and byproducts have been briefly explained
This document provides information about the cultivation of tomatoes. It discusses the botanical details of tomatoes, including its scientific name and place of origin in South America. It also outlines ideal soil and climate conditions for growing tomatoes, such as a temperature range of 21-24°C and soil pH of 6.0-7.0. The document recommends practices like weed control, crop rotation, and irrigation scheduling. It provides fertilizer dosage based on soil fertility and lists several popular tomato varieties in India along with their characteristics and uses. Finally, it describes some common diseases that affect tomatoes and their management strategies.
Pakistan chilli production scenario by Tariq Sarwar Awan, Food TechnologistMalik Tariq Sarwar Awan
Presenting Pakistan Chili Production Scenario , we are suffering from aflatoxin issue. pakistan is a major player in chili production but we are importing inspite of exporting. our leading industries are importing chili powder, topic needs to be focussed.
This document provides information about rose cultivation. It begins with an introduction to roses and then discusses their importance, uses, botanical description, classification, varieties suitable for protected cultivation, propagation methods, climate requirements, soil needs, cultural practices like irrigation, fertilization, planting, use of plant growth regulators, disease management, effects of preservatives on vase life, transport, and yield. The document contains detailed information on growing roses successfully as a flower crop.
Scented rose - introduction and uses – varieties - soil and climate and planting systems - weed, nutrition and irrigation management – training and pruning – special horticultural practices - role of growth regulators- harvest index and yield
The document provides information about red chili processing from field to fork. It discusses why chili is hot, when it was introduced to India, varieties grown in India like Byadagi and Naga Jolokia. It also discusses cultivation, harvesting, drying, sorting, packaging and transportation processes. The major quality factors considered are color, size, shape, seed content and pungency. The document also covers product types, factors influencing price, adulteration and market types of chili.
Production technology of chili and capsicumkuldeepgarwa
Chilli is one of India's most important crops and is grown throughout the country, with major producing states accounting for 80% of national production. Chilli belongs to the genus Capsicum and there are over 400 varieties found worldwide, with the species C. annuum being the most widely cultivated. India is a major global producer, consumer and exporter of chilli.
India is a major global producer of fruits and vegetables. However, horticulture exports face several weaknesses, including insufficient water, poor infrastructure, and post-harvest losses. Strengths include biodiversity, suitable land and climate. Opportunities for growth include increasing crop yields, developing agro-industries, and tapping potential in northeast India. Threats include low surplus for export, stiff global competition, and lack of quality standards and branding. Case studies show that addressing post-harvest losses and developing supply chain infrastructure could strengthen India's horticulture export industry.
This document provides information about turmeric processing from various stages like washing, cooking, drying, polishing, grading, grinding and value addition processes like turmeric oil extraction and curcumin extraction. It includes details of machinery used in each process with specifications and capacities. Benefits of turmeric, curcumin and value added products are highlighted. A flow chart depicting the overall turmeric processing is presented along with output details at each stage. Global curcumin market outlook is also summarized. Contact details of the engineering company specializing in turmeric processing equipment are provided at the end.
This document proposes establishing a business to produce and sell mushroom sausages in Sri Lanka. The key points are:
- The business will produce spicy mushroom sausages using local spices as a nutritious alternative not widely available.
- The goals are to meet market demand, expand sales, reduce costs and enter export markets within 6 years.
- It will operate as a sole proprietorship producing mushroom sausages, fresh mushrooms and dried mushrooms.
- Financial projections estimate sales growth from 90,000 units in 2018 to 119,025 units in 2020, with break-even at around 40,000 units.
Cauliflower is a healthy food that can help prevent cancer, heart disease, and weight gain. It grows best with cool, humid temperatures between 15-22°C and fertile soil with a pH of 6.0-6.5. There are early, intermediate, and late varieties that are planted at different times between August and October. Seedlings are transplanted after 30-35 days at spacings of 60cm between rows and 45cm between plants. Fertilizer and irrigation schedules are provided, along with pest and disease control methods. Cauliflower is harvested after 60-70 days when the curds reach proper size and compactness.
The document describes the steps for sugarcane cultivation including bud selection, nursery preparation, main field preparation, transplanting, intercropping, weeding, mulching, and organic methods. It involves selecting healthy canes to extract buds, treating the buds, arranging a nursery tray with coco-pith, placing the buds, covering and maintaining moisture. For the main field, steps include tilling, adding organic manures, making ridges, fertilizer application, and transplanting 25-35 day old seedlings in zigzag pattern. The document also details the sugarcane harvesting and processing steps of transporting cane to a mill, crushing, extracting juice, heating, adding lime, separating crystals from molasses
Tomato is grown practically in every country of the world in outdoor fields, greenhouses, and net houses. The leading tomato producing countries in the world are China, India, USA, Turkey, Egypt, Iran, Italy, Spain, and Brazil.
It occupies an area of about 4.73 million hectares with a production of 163.96 million tonnes in the world (FAO, 2016). It is the world’s 3rd largest vegetable crop after potato and onion
Tomato is the most widely cultivated crop in India. Tomato is a very important vegetable crop regarding both income and nutrition. Tomatoes are predominantly summer crops, but it can be cultivated throughout the year.
In its fruit contain vitamins like ‘A’ and ‘C’ and antioxidant in abundance quantity. Due to the unique properties contained in its fruit, tomato demand remains almost the same throughout the year.
Tomatoes are also used as fresh fruits, and they are cooked and cooked in pickles, chutneys, soups, ketchup, sauces, etc.
India has a small area under greenhouse cultivation compared to other countries like the Netherlands and China. Greenhouse technology is being used in India mainly for research and to extend the growing season for vegetables in cold regions like Ladakh. In Ladakh, greenhouses allow cultivation from 3 to 8 months compared to the normal 3 month growing season. Different types of greenhouse structures are used depending on factors like climate, cost, and space availability. Protected cultivation using greenhouses can significantly increase crop yields compared to open field cultivation. In Ladakh, crops grown in polycarbonate greenhouses have shown yields 2-3 times higher than open field cultivation. Greenhouse technology helps overcome challenges of the high altitude cold desert climate in Ladakh.
The document discusses India's Mega Food Parks Scheme which aims to promote investment and growth in the food processing sector. It notes that the food processing sector faces several challenges including lack of infrastructure, seasonality of operations, and inadequate quality standards. The scheme aims to address these challenges by providing grants to entrepreneurs to set up common infrastructure facilities for food processing units. This would include facilities for collection, primary processing, storage and logistics. The goal is to link producers and processors in an effort to reduce wastage and add value to agricultural produce across the country.
This document provides information on the production of peas in Himachal Pradesh, India. It discusses the botanical details of peas, important varieties grown in the region, ideal climate and soil conditions, and cultivation practices like sowing time, seed rate, spacing, manures and fertilizers, irrigation, weeding, and pest and disease management. The main varieties mentioned are Arkel, VL-7, Matar Ageta, and Punjab 89 for early season, and Palam Priya, Solan Nirog, and GC-477 for main season. Climatic needs, ideal soil type, and harvesting procedures are also outlined.
India is the world's largest producer, consumer, and exporter of chillies. Chillies are grown across India, especially in the states of Andhra Pradesh, Karnataka, Madhya Pradesh, Maharashtra, Orissa, and Tamil Nadu. Andhra Pradesh produces over half of India's chilli crop. Guntur market in Andhra Pradesh is Asia's largest chilli market. India exports chillies and chilli products like powder and imports small quantities. The key export markets are the US, Sri Lanka, Bangladesh, and the Middle East. Chillies are an important crop for India's economy and cuisine.
The document discusses the production technology of potatoes. It covers the botanical description of potatoes, their importance as a food crop, varieties commonly grown in Karnataka, soil and climate requirements, methods of propagation using seed tubers, planting methods, fertilizer use, irrigation, pest and disease management, harvesting, and processing into products like french fries and chips. The key potato growing regions are China, India, and the state of Karnataka in India, specifically Hassan district.
The document outlines the methodology for developing an export marketing plan (EMP) for small and medium enterprises in Central America to export fruits and vegetables to the European market. It discusses conducting an internal business audit and external analysis of opportunities and threats in target markets. It provides examples of research questions to ask about product-market combinations, market trends, buyer requirements and competitors. The methodology instructs to analyze strengths, weaknesses, opportunities and threats in a confrontation matrix and finalize the EMP with objectives, activities, responsibilities, budgets and timeframes. Participants are assigned to revise chapters of their draft EMP after a visit to Europe and submit a final draft to their coach by November 15th for review.
Ch 8 tapping into global markets by majelle gagtan v88MajelleLopezGagtan
This document discusses strategies for developing a global market presence. It identifies key differences between developing and developed markets, such as addressing basic consumer needs in developing markets versus tapping growing middle classes. Companies must select the best entry mode, like direct investment, joint ventures, or licensing. Products and marketing must also be adapted for different cultures and consumer preferences globally. The document uses Potato Corner, a Philippine fast food chain, as a local example of successfully expanding into foreign markets over several decades.
Chapter 8 & Chapter 9 of the TextbookSource Keegan, W. J., & GrJinElias52
The document summarizes the key differences between export selling and export marketing. Export selling involves minimal adaptation of products for foreign markets, while export marketing fully adapts the marketing mix to different country needs. It also outlines the typical stages a company goes through in gaining export experience, from initially unwilling to fully global in perspective. Finally, it describes the various national policies that can both support exports through incentives and subsidies or restrict imports through tariffs and quotas.
An export strategy is a plan that outlines how a company will sell goods or services in foreign markets. Developing an effective export strategy requires thorough market research, choosing the right products and markets, evaluating resources, and establishing distribution channels and legal compliance. Sectoral export strategies that focus on specific industries can increase a country's competitiveness, attract investment, and diversify its economy. India's major agricultural exports include rice, sugar, spices and tea. While India's farm exports have grown in recent years, the sector faces challenges such as lack of infrastructure and logistics problems that need to be addressed.
This document discusses various topics related to international product planning and marketing, including:
1. It defines what a product is and distinguishes between national, local, and international products. It also notes that a product is not the same as a brand.
2. It describes the new product development process and identifies sources for new product ideas such as customers, competitors, and employees. It also discusses establishing an international new product department.
3. It covers topics like product segmentation, positioning, adoption, and standardization for international markets. It also discusses differences between standardizing and modifying products for international markets.
4. The document concludes with sections on marketing services internationally, factors that influence transfer pricing between subsidiaries
International marketing
Week 13 of 13 of the 2007 Internet Marketing Course. Content is based in part on Dann, S and Dann S 2004 Strategic Internet Marketing 2.0, Milton: Wiley. Diagrams taken from the Dann and Dann text are copyright to their respective copyright holders.
The document discusses the process of international marketing research in 6 steps:
1) Define the research objective and problem to be solved
2) Determine the appropriate research design and method such as surveys, interviews, or experiments
3) Design the specific research instrument such as a survey questionnaire
4) Implement the research by collecting data
5) Analyze the collected data through methods like summaries or regression analysis
6) Present the findings in a report to inform business decisions
INTERNATIONAL ENTRY MODES
Criteria for Country selection :
Choosing Product to trade in International markets
Global Product Strategies
Strategy for new product launch
STANDARDIZATION VS ADAPTATION
FOREIGN MARKET ENTRY MODES
IE Business School Master in Management Application - Olivia(Pei Wen), LuOlivia Lu
The document is an application by Olivia Lu for a Master in Management program. She wants to specialize in integrated marketing communications for an international FMCG firm like Unilever or P&G. The greatest challenges facing the FMCG industry are constantly changing consumer needs and adapting to volatile economic factors. Technological innovation, different cultures and regions, policies and regulations also present challenges. Olivia believes her observation, communication, and relationship building skills along with her international experience would allow her to contribute as a marketing coordinator, product manager, or on an international team.
The document provides a guide for exporting goods. It is divided into 7 steps: selecting the export market, marketing and branding exports, entering the selected market, logistics, financing, legal matters, and risk management. The guide discusses conducting market research, developing a marketing plan, options for entering the market like direct exports or using agents, and issues to consider at each step of exporting like logistics, financing, legal compliance and risk management. It provides resources to help exporters at each step.
This document discusses international product promotion. It begins by defining international promotion as strategies for presenting a product in a target foreign market. The main promotional methods are advertising, personal selling, public relations, and publicity. Market research is important to determine which countries offer the best opportunities and how to tailor the product, price, and marketing approach for different markets. Common mistakes include lack of market knowledge, ineffective export processes, quality issues, and not understanding cultural or legal factors. The purpose of promotion strategies is to incentivize customers to purchase a product through targeted messages and customer-focused strategies. For promotion to be effective, the product quality and delivery must meet communicated expectations.
This document discusses international market entry modes and barriers. It begins by outlining the criteria for selecting countries and conducting international market analysis. Several entry modes are then examined, including exporting, licensing, direct investment, and strategic alliances. Barriers to entry such as political risk are also addressed. The document uses the example of McDonald's global expansion to illustrate how companies must adapt to different cultures abroad. It emphasizes the importance of thorough research when evaluating foreign markets.
Metodología para apertura en Paises Emergentes By Angel BonetUnLtd Spain
This document outlines a methodology for selecting international markets and developing an entrance strategy. The methodology involves the following steps:
1. Select key target markets by analyzing factors like market size, growth forecasts, and profitability for each country and sector.
2. Conduct an in-depth analysis of the competitive landscape and customer needs in each key market. This includes examining competitors, regulations, customer segmentation, and identifying strengths, weaknesses, opportunities, and threats.
3. Develop strategic scenarios and evaluate methods of entering each market, such as acquisitions, alliances, or increasing market share. Create a roadmap to implement the strategic decisions.
This document discusses several key topics in international marketing including major challenges to business today, the marketing mix, target markets and segmentation, marketing management philosophies, orientations towards marketing, international trade initiatives like the WTO and IBRD, and trade blocks. It also provides an overview of the international marketing planning process and essential elements of an international marketing plan.
How to Grow Internationally MeetUp_Investni_A.Dalton_220512FinTech Belgium
The document discusses growing international reach and exporting. It provides an overview of Invest Northern Ireland, which promotes trade and investment opportunities. The document outlines why companies should consider exporting or growing internationally, including sales growth and business resilience. It also discusses how companies should plan their approach with a go-to-market strategy and market research. Companies need to consider their export journey, support needs, target markets, competitors, pricing, and legal/regulatory factors. The document provides a checklist for developing an export strategy and plan.
This document provides an overview of key concepts in international marketing and R&D. It discusses definitions of international marketing, factors influencing marketing strategy choices, elements of the marketing mix and how they differ globally. It also addresses issues in global communication, pricing, distribution, market segmentation, product development and maintaining integrated global R&D capabilities. The document emphasizes that while full standardization is often not possible, firms can standardized some marketing mix elements and customize others based on local market needs.
The Market Assessment Program provides expert support for EU SMEs and start-ups expanding abroad through a 6-month market assessment. The program aims to bring European innovation to international markets by developing strategic partnerships in target countries and increasing market uptake outside Europe. Eligible SMEs can receive up to €60,000 (70% of costs) to assess market expansion potential through 360-degree technical, market, legal, and socioeconomic evaluations in partner countries. The assessment will identify opportunities/threats and output go/no-go recommendations to facilitate technology uptake and partnerships abroad.
arvato accompagne les entreprises dans leur expansion en Europearvato France
L’accès à un nouveau marché étranger est toujours un challenge pour les entreprises. Même lorsque le produit est convaincant, de nombreux obstacles sont à franchir pour réussir une expansion internationale. Afin d’aider les entreprises à surmonter ces difficultés, arvato vient de publier le livre blanc GlobeX en collaboration avec l’entreprise de conseil SVG Partners. Le guide s’adresse notamment aux entreprises technologiques américaines qui prévoient une expansion sur les marchés européens.
This document outlines units for a marketing management course, including marketing concepts, product decisions, pricing decisions, physical distribution decisions, promotion decisions, and consumer behavior. It focuses on physical distribution decisions, defining distribution channels and discussing their importance and functions. It describes different types of marketing channels for consumer goods, business goods, and services. It also examines factors that affect channel choice, including product factors like purchase frequency and perishability, as well as market factors like customer profiles and market size.
Similar to Export Marketing Planning / Fresh Fruit and Vegetables (20)
Módulos digitales de formación - Conectando Centroamérica - libro de trabajo ...Connecting Central America
The crisis in coffee prices due to overproduction with respect to demand forces producers to look for opportunities to add value to their product in order to recover the costs incurred and obtain minimal profit margins. Adding value to coffee allows producers to improve their marketing opportunities, especially in foreign markets, and obtain the benefits that consumers are willing to pay for a product that meets their expectations.
At the end of the module, the participant will be able to identify opportunities to add value to their product and obtain benefits in the commercialization process.
Topics:
• Topic 3.a.: Coffee quality: how to preserve the quality of coffee in each of the activities of the value chain
• Topic 3.b.: Certifications
• Topic 3.c.: Innovative processes in the production and processing of coffee
• Topic 3.d.: Corporate Social Responsibility
Módulos digitales de formación - Conectando Centroamérica - libro de trabajo ...Connecting Central America
Market trends in the coffee industry can be defined as the latest demands in the purchasing process from the perspective of importers/buyers (B2B) and consumers (B2C). Coffee has evolved as a beverage whose consumption is increasing, and consumer demands are growing every day. Knowing these trends is a basic requirement for the proper promotion and marketing of coffee in the market.
At the end of the module, the participant will be able to identify opportunities for the commercialization of their coffee according to the requirements of their clients in foreign markets.
Topics:
1.a.: consumption trends: profile of specialty coffee consumers (what are their tastes, what type of preparations are most popular, what are their demands and willingness to pay).
1.b.: new coffee processes: demand from importers for innovative processes (eg honey, fermentation, anaerobic).
1.c.: digital marketing: how to develop relationships with customers and consumers.
Módulos digitales de formación - Conectando Centroamérica - libro de trabajo ...Connecting Central America
Currently, the restrictions and requirements for products that are exported especially to the European market are important considerations for Central American producers to follow.
One of these requirements is the absence of agrochemicals such as glyphosate in agricultural products. Glyphosate is one of the main pollutants used in agriculture to control weeds, being the main active ingredient in products made by the agrochemical industry. The International Agency for Research on Cancer has classified it as a "possible carcinogen". Producers must be prepared to meet and adapt to these conditions so as not to lose established business relationships with foreign companies or new business opportunities.
At the end of the module, the participant will be able to define the requirements and restrictions that may influence the process of exporting to foreign markets, especially in the use of agrochemicals.
Topics:
2.a.: Presence of agrochemicals that can generate export restrictions (for example, glyphosates).
2.b.: Contracts: most common practices, payment terms in international trade and essential elements.
The Central American coffee activity has been evolving in recent years, becoming one of the origins most desired by large international markets, moving from marketing more conventional coffees to a focus on specialty coffees. Situation that opens the doors to small and medium-sized companies to want to be part of this new way of doing business.
Therefore, this manual aims to guide those companies that wish to implement a direct coffee export process for the first time or that require support to implement or standardize said process. It describes the inputs, the key aspects and the step by step required to export coffee from Panama to any part of the world, complying with customs requirements and current legislative frameworks.
The Central American coffee activity has been evolving in recent years, becoming one of the origins most desired by large international markets, moving from marketing more conventional coffees to a focus on specialty coffees. Situation that opens the doors to small and medium-sized companies to want to be part of this new way of doing business.
Therefore, this manual aims to guide those companies that wish to implement a direct coffee export process for the first time or that require support to implement or standardize said process. It describes the inputs, the key aspects and the step by step required to export coffee from Nicaragua to any part of the world, complying with current customs requirements and legislative frameworks.
The Central American coffee activity has been evolving in recent years, becoming one of the origins most desired by large international markets, moving from marketing more conventional coffees to a focus on specialty coffees. Situation that opens the doors to small and medium-sized companies to want to be part of this new way of doing business.
Therefore, this manual aims to guide those companies that wish to implement a direct coffee export process for the first time or that require support to implement or standardize said process. It describes the inputs, the key aspects and the step by step required to export coffee from Honduras to any part of the world, complying with customs requirements and current legislative frameworks.
The Central American coffee activity has been evolving in recent years, becoming one of the origins most desired by large international markets, moving from marketing more conventional coffees to a focus on specialty coffees. Situation that opens the doors to small and medium-sized companies to want to be part of this new way of doing business.
Therefore, this manual aims to guide those companies that wish to implement a direct coffee export process for the first time or that require support to implement or standardize said process. It describes the inputs, the key aspects and the step by step required to export coffee from Guatemala to any part of the world, complying with customs requirements and current legislative frameworks.
The Central American coffee activity has been evolving in recent years, becoming one of the origins most desired by large international markets, moving from marketing more conventional coffees to a focus on specialty coffees. Situation that opens the doors to small and medium-sized companies to want to be part of this new way of doing business.
Therefore, this manual aims to guide those companies that wish to implement a direct coffee export process for the first time or that require support to implement or standardize said process. It describes the inputs, the key aspects and the step by step required to export coffee from El Salvador to any part of the world, complying with customs requirements and current legislative frameworks.
The objective of this manual is to facilitate the export process for those companies that wish to start as direct exporters of coffee. It is desired to cover the minimum aspects required to export coffee from Costa Rica, complying with the requirements of both the customs administration and the Costa Rican Coffee Institute (ICAFE), which is the entity in charge of regulating the coffee activity in Costa Rica between producers, processors and exporters.
A digital flavour map introducing Central American cacao and it's characteristics.
Developed by our consultants and the companies participating in our project.
Este documento presenta la agenda de un webinar sobre cómo las empresas pueden ser responsables ante el cambio climático. La agenda incluye presentaciones sobre iniciativas de responsabilidad social empresarial y comercio sostenible, así como un panel sobre la iniciativa NAMA-CAFÉ de Costa Rica para reducir las emisiones de carbono en la industria del café a través de buenas prácticas agrícolas y eficiencia energética.
Introducción a las herramientas de análisis de mercado sostenible - Sandra Ca...Connecting Central America
This presentation was held during day 3 of the Closing Conference of Connecting Central America. A project cofinanced by the EU and the Dutch Ministry of Foreign Affairs, coordinated by SIECA and implemented by CBI.
This presentation was held during day 2 of the Closing Conference of Connecting Central America. A project cofinanced by the EU and the Dutch Ministry of Foreign Affairs, coordinated by SIECA and implemented by CBI.
Megatendencias que impactan en las cadenas de suministro sostenibles - Sandr...Connecting Central America
This presentation was held during day 2 of the Closing Conference of Connecting Central America. A project cofinanced by the EU and the Dutch Ministry of Foreign Affairs, coordinated by SIECA and implemented by CBI.
Las estrategiasde la “granja a la mesa” y de biodiversidad –elementos clave d...Connecting Central America
El documento resume las estrategias clave del Pacto Verde Europeo, incluyendo las estrategias "De la granja a la mesa" y de biodiversidad. Estas estrategias buscan transformar la Unión Europea hacia un modelo de producción y consumo más sostenible para 2030, reduciendo el impacto climático y ambiental de los sistemas alimentarios y preservando la biodiversidad. Incluyen objetivos como reducir el uso de plaguicidas y fertilizantes, expandir la agricultura ecológica y proteger hábitats naturales.
This presentation was held during day 2 of the Closing Conference of Connecting Central America. A project cofinanced by the EU and the Dutch Ministry of Foreign Affairs, coordinated by SIECA and implemented by CBI.
Este documento presenta una introducción general al seminario web sobre nutrición y protección agraria. Incluye información sobre la fecha, presentador y temas que se abordarán como la evolución del universo, historia natural, tiempos ecológico, campesino e industrial. También se mencionan conceptos como suelos, manejo y mejoramiento de suelos, obras de conservación, agroforestería, clima, materia orgánica y análisis de suelos.
CBI- Extraccion de Trichoderma y Metharizium sp, suelos supresivos 4 - Taller...Connecting Central America
This training was organised by the CBI with several experts - speakers. The objective of this workshop was to achieve basic knowledge, understanding of market requirements and practical inputs to start the development and implementation of organic fertilizing. The workshop was hosted for Central American companies.
This training was organised by the CBI with several experts - speakers. The objective of this workshop was to achieve basic knowledge, understanding of market requirements and practical inputs to start the development and implementation of organic fertilizing. The workshop was hosted for Central American companies.
This training was organised by the CBI with several experts - speakers. The objective of this workshop was to achieve basic knowledge, understanding of market requirements and practical inputs to start the development and implementation of organic fertilizing. The workshop was hosted for Central American companies.
CBI-Interpretacion de analisis de suelos 2 - Taller 2.pdf
Export Marketing Planning / Fresh Fruit and Vegetables
1. Connecting Central America
Promoting sustainable exports
from Central American SMEs to the European
market
Export Marketing Planning
Arno van der Maden
Ciudad de Guatemala, 28 de agosto 2019
2. Export Marketing Plan
- frutas y vegetales frescos–
1. Introducción y metodología
2. Step 1: Company Strengths and Weaknesses
11:00 a 11:15 Refrigerio
3. Step 2: Opportunities and Threats in export markets
13:00 a 14:00 Almuerzo ofrecido por CBI
4. Charla Transporte marítima por Navieras Internacionales SA
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5. Step 3 y 4: Analysis and strategy
15:30 a 15:45 Refrigerio
6. Market Orientation Mission to Europe
7. Cierre de la actividad
Export Marketing Plan
- frutas y vegetales frescos–
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Metodología
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A. Business Audit – Internal Analysis (SW)
STEP 1: describe your company’s strengths & weaknesses;
B. EU Target markets (OT)
STEP 2: determine what opportunities are available in export markets
and which threats are present in these markets;
C. SWOT
STEP 3: analyze these strengths, weaknesses, opportunities and
threats in a confrontation matrix;
D. Export Marketing Plan
STEP 4: finalize your EMP by setting up a strategy and action plan for
the specific country you want to target.
Metodología
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Comunicación
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Metodología
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1. DESCRIPTION OF YOUR COMPANY AND YOUR
PRODUCTS
Description of your company:
▪ Company profile (1.1)
▪ Company results (1.2)
▪ Mission statement and Objectives - SMART - (1.3)
▪ Main buyers B2C or B2B (1.4)
▪ Marketing Mix - 6 P’s – (1.5)
▪ product(s), place/distribution channel(s);
▪ price, promotion;
▪ people policy, and planet policy.
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Unique selling points
▪ A factor that differentiates your product from your competitors, such
as the lowest cost, the highest quality or the first-ever product of its
kind.
▪ What do you have that competitors don’t?
Organisational skills and capacity (1.6):
Strengths Weaknesses
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TRABAJO EN GRUPO
Discutir en grupo:
▪ Fortalezas y debilidades de su empresa
▪ Fortalezas y debilidades de su producto
▪ Unique selling points
Resumen
▪ ¿Que tenemos en común?
13. STEP 2: determine what opportunities are
available in export markets and
which threats are present in these
markets
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Metodología
15. "If you don't know where
you're going…
any road will get you there."
28 agosto 201915 Centre for the Promotion of Imports from developing countries
Planning of our activities
People never plan to fail…
they only fail to plan!
16. Making research work for you
1. Define your research questions
2. Find the answers
3. Turn the information into intelligence
17. How can I successfully export?
What do you need to know? What is the overall research question?
-> in order to answer the overall research question: define sub questions to work with
that will lead you to your final answer!
Example:
18. Think of what you know and what you still need to find out.
Trends?
Competitors?
Target market?
Price?
Legislation?
Certification?
Trade agreements?
Market channels?
Buyers?
Consumers?
Segments?
Demand?
Imports?
Market developments?
19. Example questions:
Is there a
market for my
product(s)?
Where does my
target market
import from?
How much is
my target
market
importing?
Next step: Find out statistical information: imports, exports,
production, consumption
Is demand
growing?
Is there any
domestic
production?
Does my target
market depend
on imports?
2.1 PRODUCT MARKET COMBINATION
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Relevant sources of information
EU importers:
• www.naturespride.eu/assortment
• www.roveg.nl/assortment/
• www.specialfruit.com/es/productos
• www.yex.nl/en-us/Our-products/Exotic-fruit
News sites:
• www.freshfruitportal.com
• www.freshplaza.com
¿Cual información relevante pueden encontrar sobre su producto?
Trademap account
21. ITC’s Trademap (www.trademap.org), which allows you to look up
developments for specific products at a national level.
Statistical information: sources
22. The EU Trade Helpdesk provides easy access to import/export data
on trade with EU countries: https://trade.ec.europa.eu/tradehelp/
Statistical information: sources
Choose
statistics
23. 1. Log in on www.trademap.org or use EU Trade Helpdesk
2. Fill in your product code by identifying the HS-code in the form
that appears on the screen
3. Find out the following information:
– Total imports (from the ‘world’) of your product to ‘EU28’ (select ‘Region’
instead of ‘country’)
– Are EU imports increasing or decreasing? Compare different years (“yearly time
series”).
– Imports from your country to EU28: How much? Increasing or decreasing?
– Who are the main suppliers to EU28? (i.e. where is your competition?)
– Who are the main importers (which of the 28 EU countries)?
– Do you expect EU28 imports to decrease or increase based on developments in
recent years?
-> Make a first list containing (groups of the) the 28 EU countries ranking the most
promising one at the top and the less promising one at the bottom of the list.
ASSIGNMENT MARKET DEMAND
24. Example questions:
Who are the
players between
me and the end
consumer?
Where do I
need to sell my
products?
Who is the buyer in
the chain that leads
me to my target
group?
Next step: Find out which market channels and segments are
relevant to you
How can I best
reach my target
group?
Where does my
target group
shop? How is the retail
market
structured?
Who are the
players between
me and the end
consumer?
In which market
segment do my
products fit?
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Consumer types
1. Potential trade partners in the EU
2. Final consumer of your product and what does he use it for?
3. Where does he buy your product?
4. What are the key elements of decision making?
26. 2.1 PRODUCT MARKET COMBINATION
The main European countries importing these products are:
No. Country Value of imports in <currency> Trend (going up or down)
1
2
3
The following markets show high growth rates:
No. Country Value of imports in <currency> Market growth
1
2
3
The following segments offer interesting opportunities:
No. Segment Opportunity
1
2
3
The following niches offer interesting opportunities:
No. Segment Opportunity
1
2
3
27. Example questions:
Do my products
fit the taste of
the Europeans?
Which styles,
materials,
colours sell in
Europe?
Which trends
are expected to
take off?
Next step: Find out current and future trends in the EU
What are EU
buyers looking
for?
2.2 MARKET TRENDS
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2.2 MARKET TRENDS
Trend Opportunity or threat
Opportunity Threat
29. Example questions:
Are my
products
allowed on the
EU market?
Are there any
standards I
need to meet?
Do I have to be
certified?
Next step: Find out legal and other requirement that EU
buyers have
What’s the EU
legislation for
my product? What are the
requirements?
30. Example questions:
Is there specific
information for
my product?
Next step: Find out if there is information specifically for your
product in your target market
Is there specifc
country
information for my
target market?
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1. Standards that apply to my product
2. Specific requirements that apply to my product
Trabajo en grupo:
¿Que requisitos aplican a mi producto?
Pensar en: Legal / Non-legal / Niche market
2.3 BUYER REQUIREMENTS IN EXPORT MARKET
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2.3 BUYER REQUIREMENTS IN EXPORT MARKET
Requirements Do we comply with
this requirement?
Yes/No
Opportunity or threat to
successful foreign market entry?
Legal Buyer Requirements
Non-legal Buyer Requirements
Niche Buyer Requirements
2.4 PREFERENTIAL ARRANGEMENTS AND TRADE
BARRIERS
33. Example questions:
Who are my
competitors?
How’s my
position towards
the buyer:
Strong or weak?
Next step: Find out how buyers source in order to know how to
sell your products to them
Does the
competition
offer the same
product, or a
substitute one?
How can I deal
with the
competition?
How strong am
I compared to
the
competition?
Where do my
competitors
come from?
Do my
competitors
have the same
trade
agreements?
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2.5 OUR COMPETITIVE POWER
• How many buyers are there for
your product?
1. None
2. Little
3. A good number
4. Many
Opportunity
Threat
• How many suppliers offer your
product?
1. None
2. Little
3. A good number
4. Many
Opportunity
Threat
• To what extent can you
distinguish yourself from these
companies?
1. Hardly
2. A little
3. Quite easily
4. Very easily
Opportunity
Threat
• To what extent is your product
already available?
1. Not available
2. Limited availability
3. Some availability
4. Largely available
Opportunity
Threat
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• Can your product be
duplicated by other
companies?
1. Very difficult to
duplicate
2. Difficult to duplicate
3. Quite easy to duplicate
4. Very easy to duplicate
Opportunity
Threat
• Do you have to invest in
marketing to sell your
product?
1. No
2. A little
3. A lot
4. A very large amount
Opportunity
Threat
• How many substitute
products are there that can
replace your product?
1. None
2. A limited number
3. A large number
4. A very large number
Opportunity
Threat
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2.6 OVERVIEW OPPORTUNITIES AND THREATS
Opportunities Threats
37. STEP 3: analyze the strengths,
weaknesses, opportunities and
threats in a confrontation matrix
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3 CONFRONTATION MATRIX AND STRATEGY
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Opportunities Threats
Strengths
ATTACK strategy DEFEND strategy
Weaknesses
CHANGE strategy REORGANIZE strategy
3 CONFRONTATION MATRIX AND STRATEGY
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Confrontation Matrix
External Opportunities (O) External threats (T)
1. 1.
2. 2.
3. 3.
4. 4.
5. 5.
Internal Strengths (S) SO-quadrant
1.
2.
3.
ST-quadrant
1.
2.
3.
1.
2.
3.
4.
5.
Internal Weaknesses (W) WO-quadrant
1.
2.
3.
WT-quadrant
1.
2.
3.
1.
2.
3.
4.
5.
Export ‘GO’ for selected Product Marketing Combination(s)
3 CONFRONTATION MATRIX AND STRATEGY
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4.1 Our export product, target market and strategies
4.2 Our export objectives
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Place / Distribution channels
4.2 Marketing Mix
Product
Unique selling points (ver arriba)
44. Segmentos en retail (venta al consumidor final):
Centre for the Promotion of Imports from developing countries 28 agosto 2019Centre for the Promotion of Imports from developing countries44
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Prices
Cost-plus pricing Competitive pricing Penetration pricing (Perceived) value pricing
Cost-plus means Cost +
profit. This strategy is
used mostly in
opportunity marketing.
The focus here is more on
selling than on
sustainable long-term
marketing. You
determine your
production costs, and add
the profit you want to
make.
Competitive pricing means
establishing your market price
by benchmarking with
competitors’ prices and
differentiating through
marketing-mix incentives. The
result should be a better
price/performance ratio than the
competitor average.
Penetration pricing means
applying low margins or
even applying marginal
costing and sell at a price
lower than those of all your
competitors. The focus here
is on forcing a market entry
and high volume.
Penetration pricing
generates a low quality
image (price fighter) which
may hinder upward
marketing later on.
When in a later stage you
have established a client
base you can increase
prices.
You can adopt value pricing in
markets in which there is no
competition (yet) or in which
your product is perceived as
unique or superior. Volumes
here may be small and
margins high. This means you
can lower the price at a later
stage to increase volume.
Bueno, bonito y carito…
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Promotion
Our message will include or reflect the following:
Our company’s unique added value
Our company’s track record including markets,
products & customers (add testimonials!)
Testimonials
Our company’s capacities to produce, develop,
adapt and innovate
Our company’s compliance to international
standards (quality, health and safety,
environment and social responsibility)
Additional information
Tools
Where and When?
What?
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People
Planet
Please think about what your company’s policy is towards the
people who work at your company.
Examples of subjects are:
• occupational health
• workers safety
• education and vocational training
• other
What is your company’s effect on the environment? What is your
policy towards the environment.
Examples of subjects are:
• Energy consumption
• Waste management
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4.4 Action plan
No.
(1)
Export
objectives
(2)
No.
(3)
Activity
(4)
Action
(5)
Responsibility
(6)
Budget
(EUR
(7)
Timeframe
(8)
1 1A
1B
1C
1D
Total cost 3
2 2A
2B
2C
Etc.
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ASSIGNMENT after this workshop / before Market
Orientation Mission to Europe
1. Completar Capitulo 1 del EMP después de este taller
2. Completar Capitulo 2 del EMP después de este taller
3. Enviar el documento por e-mail a su coach antes del 07-10-2019
4. Preparar Capitulo 3 del EMP antes del Market Orientation Mission EU
5. Capitulo 4 del EMP se completara durante y después del Market
Orientation Mission EU
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Market Orientation Mission Europe 20th – 26th October ‘19
– Boletos aéreos
– Hoteles
– Pasaporte
– Programa tentativo
– Actividades
– Preparación
– Seguimiento