This marketing plan outlines Mozambique's shrimp exportation strategy to Japan over 5 years. Mozambique aims to become a top 10 shrimp exporter to Japan by targeting restaurants and hotels in major cities through direct selling, while reaching household consumers through e-retailers. Key strengths include experience exporting shrimp and low production costs. Social media, websites, and face-to-face promotion will be used due to limited budget. Challenges include lack of brand awareness, language barriers, and strong competition in Japan. Monthly reviews will monitor progress towards sales and quality targets.

1. Marketing Plan
Shrimp Exportation
From MOZAMBIQUE TO JAPAN

2. contents
 Mozambique Market Situation
 Objectives
 Current Japanese Market
 Target & Segment
 Distribution Channel
 Product promotion
 SWOT Analysis
 Control

3. Mozambique Market Situation
 Mozambique is located in east coast of Southern
Africa.
 It’s economy is based largely on:
 Agriculture,
 Fishery
 Oil & Gas*
 Chemical Manufacturing,
 Coal*
 Aluminum
 Heavy Minerals
 Tourism
*Some Japanese company's are investing in this industry

4. Cont.
Fishery economy
 total production estimated at about 138
thousand tons (2008)
 shrimp represents 80% of fishery’s exportation,
contributing for around USD76 million in value
of annual exports.
 79% are shallow water shrimps.

5. Cont.
• Mozambique has been exporting shrimps for different countries
including US and European Union

6. Sea food Exportation

7. Objective
 Expand our business in Japan
 To be among the top 10 shrimp exporters in
Japan within 5 years
 Strength relationship between Japan and
Mozambique

8. Current Japanese Market
 Based on the total volume of world imports, the
shrimp market can be divided into three main
players:
 United States, Japan and European Union
 The Japanese market is the second most
consumers of shrimp.
 Heavy users are:
 Restaurants
 Householders
 Industry for instant noodles or certain types of
cooking.

9. Current Japanese Market
Major shrimp Exporters

10. Current Japanese Market
 The major part of this exporters supplies aquaculture
shrimps.
 High production cost.
 Osaka, Kyoto and Kobe are the major consuming
regions.
 In average, householders in Japan consume 4.047 kg
of shrimp.
 The consumption grows significantly in throughout
Japan during national holiday periods such as the
Golden Week, Obon festival and summer parties and
end of the year.

11. Target and Segmentation
Target
 Restaurants, Hotels and householders
Segmentation
 At the beginning we will focus on restaurants
and hotels located in Osaka, Kyoto, Kobe and
Tokyo. (why?)

12. Distribution Channel
Current Distribution
System

13. Distribution channel
Distribution System
Warehouse
E--retailers
Household

14. Distribution Channel
Distribution Channel
 For Hotels and Restaurants (direct selling model)
 Selling directly to restaurants and hotels will
maximize our profits, eliminate distributors and
retailers from acting as intermediate, and take care
of our processing and marketing.
 For householders, the distribution channel will be
E- Retailers. E.g. Amazon, barticrom.

15. Product promotion
 Lack of capital for advertisement on TV, Radio or
Newspaper
 The best way to reach a greater number of consumers
without spending a lot of money is to use the internet
as our marketing media
 Social Media networks and website will be used to
reach the online audience
 Face –to-face Marketing
 Pamphlet/ leaflet in public area. E.g. Stations.

16. SWOT

17. Strengths
 Experience exporting shrimps to large market size such
as US and European Union
 Capacity to supply large quantity of shrimp;
 Geographic location/ position in exporting
 7 among 10 Mozambican provinces are located near
the Indian Ocean

18. Strengths
 Low production cost
 79% of shrimps exported are shallow water shrimps
 Low labor cost
 Low price compared to Japan and competitors
 High quality
 Diversified shrimps
 70% of Shrimp exported is Large size, 30% Medium.
The current Japanese market supply medium, small
size and rarely large size.

19. Weaknesses
 No previous experience in Japanese market.
 Lack of brand awareness
 Language barrier
 Business culture differences
 Limited capital for promotional and research
activities
 Lack of advanced production technology

20. Opportunities
 Japan is a great potential market:
 Second major country importing Shrimps, after
US.
 Shrimp is the most widely consumed seafood
product
 Restaurants and Hotels has a preference for
large size shrimp.
 From last five years, Japan has been
expanding its business in Mozambique.

21. Opportunity
 Steady increase in consumption
 Increasing demand
 high price for shrimp
http://asia.nikkei.com/Business/Trends/Japan-s-shrimp-imports-to-fall-10

22. Threats
 Large number of competitors
 Limited shelf space
 Governmental regulation
 Quality control
 Procedures
 Restrictions to new entries

23. Control
 To monitor the plan
 Monthly sales and expenses to compare with
marketing plan
 SERVQUAL conducts surveys to customers
 price comparison with competitors

24. Thank you
Q&A