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GCPyMEs. 2013 Caram, Carol Della Martera, Matteo Luque, María Victoria Mathieu, Joaquín Montanari, Simone Página 1 INDEX 1. Executive summary……………………………………………………………………………………………………….2 2. Country analysis………………………………………….………………………………………………………………..2  Economical environment………………………………………………………………………………………….2  Cultural environment……………………………………………………………………………………………….3  Political environment……………………………………………………………………………………………….4 3. Legal restrictions…………………………………………………
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  GCPyMEs. 2013   Caram, Carol Della Martera, Matteo Luque, María Victoria Mathieu, Joaquín Montanari, Simone Página 1 INDEX 1.   Executive summary ……………………………………………………………………………………………………….2   2.   Country analysis ………………………………………….……………………………………………………………… ..2    Economical environment………………………………………………………………………………………….2      Cultural environment………………………………………………………………………………………………. 3    Political environment……………………………………………………………………………………………….4   3.   Legal restrictions …………………………………………………………………………………………………………..6   4.   Industry Analysis …………………..……………………………………………………………………………………...8      Dairy and cheese sectors ………………………………………………………………………………………….8      Snack sector ……………………………………………………………………………………………………………..9   5.   SWOT Analysis …………………………………………………………………………………….……………………...10   6.   Strategic Marketing Decisions ……………………………………………….………………………………….. .10    Objectives …………………………………………………………………………………………………………….. .10    Market Segmentation …………………………………………………………………………………………… .10    Marketing Mix ……………………………………………………………………………………………………… ..11    Product …………………………………………………………………………………………………….11      Price ………………………………………………………………………………………………………. ..12    Place……………………………………………………………….……………………………………….12      Promotion……………………………………………………………………………………………… ..13 7.   Recommendations and conclusions ………………………………………………………………………….. .16 8.   Appendix...........................................................................................................................17 9.   Literature and references ………………………………………………………………………………………….. .18  GCPyMEs. 2013   Caram, Carol Della Martera, Matteo Luque, María Victoria Mathieu, Joaquín Montanari, Simone Página 2 1. EXECUTIVE SUMMARY Milkaut S.A. is one of the major dairy companies in Argentina. Established in Franck (Santa Fe) with its headquarters, it owns other five production plants in the country. The company produces many dairy products like milk, whey, butter, yogurt, dulce de leche, milk cream and cheese. In the 2011, Soparind Bongrain, a multinational leader in the agri-food sector, takes full control of Milkaut´s share capital. Milkaut hold an important presence on international markets that comes from his historical export-orientation. The company holds local sales for a 75% of their production and an interesting 25% to foreing markets. Other brands of the Milkaut Group are Bavaria, Fransafe, Santa Rosa and Adler. This last one is focused on processed flavoured cheese. Milkaut wants to enter in Colombia with two products: the ADLER cheese that they already produced in Argentina and another product that is a little variation of it like a snack, that we called “ADLER Time” . Both the products will have the same brand ADLER. The aim of this report is to analyze the Colombian market and evaluate the possibility, to enter into the snack and cheese market with economic convenience and in this case suggest the best alternative for a successful entry. Firstly we have analyzed the Country to understand the main economical, political and cultural features; then we have investigated the market and finally we have proposed the best marketing mix strategy.  GCPyMEs. 2013   Caram, Carol Della Martera, Matteo Luque, María Victoria Mathieu, Joaquín Montanari, Simone Página 3 2. COUNTRY ANALYSIS In this section you can find a broad analysis of macro factors of the Colombian market that can have a relevant impact upon the cheese and snack markets. We use this section to describe the tools we use to make a clear comprehension of these data. We analyze the country from three different point of view to evaluate the attractiveness of a market: o   ECONOMICAL ENVIRONMENT o   CULTURAL ENVIRONMENT o   POLITICAL ENVIRONMENT 2.1. ECONOMICAL ENVIRONMENT The following parameters, divided by functional areas, have been take into consideration because of the products are made for the population thus is important to know the size and the structure of the market (DEMOGRAPHICAL DATA). National income plays a big role in how big the sale of product are, above all for our products generally addressed to an high and middle class, so we decide to investigate on social grade classification and Gini distribution of income. DEMOGRAPHICAL DATA   o   Population:  48.374.000 o   Population Growth rate: 1.3% o   Major Cities population:   BOGOTA’ (capital) 8,63 mln; Medellin 3,52 mln; Cali 2,61 mln   ECONOMICAL DATA   o   GDP (Total at current prices in millions): 369813 US$ o   GDP Per capita (PPP): 11000 US$ o   Unemployment rate (2012): 11.3% o   Structure of total urban employed population, by category (2011): Employers 5.0% ; Employees 45.5 %; Self employed 42.4%; Domestic service 3.9% o   Inflation rate (consumer prices 2012) : 3.2% o   ABC1/High Class: 11,30% o   C2C3/Medium Class: 45,70% o   Poverty Rate: 34,2% (2011) o   Distribution of family income - Gini index: 0.5  GCPyMEs. 2013   Caram, Carol Della Martera, Matteo Luque, María Victoria Mathieu, Joaquín Montanari, Simone Página 4 In the lasts years Colombia pursued aggressive economic policies to promote free trade agreements. Real GDP has grown more than 4% per year for the past three years, continuing almost a decade of strong economic performance. Moreover, the unemployment rate of 11.3% in 2012 is still one of Latin America’s highest.   2.2. CULTURAL ENVIRONMENT The behaviour of the consumers is getting more and more important, in particular for the nutritional habits that can be influenced by cultural and tradition factors. Colombian culture has a lot of differences than the other South American Nations, and it is influenced by U.S. habits. This situation is taken into account by us, due to the fact that the snack market in USA is one of the biggest worldwide, and they have different kind of cheese snacks. Also, it is important to notice that Colombia, in recent years, carried out a number of high impact economic policy in market linked to the promotion of free trade agreements, which has strengthened its capacity to deal with the international economic situation. So, the Colombian government, has encouraged the development of trade ties with other countries. In this direction, In 1991 Colombia began a process of economic liberalization, increasing to 98% of the tariff free import regime, lowered tariffs and implemented a series of rules and regulations in order to place Colombia, from the Economically, legal and technical level with developed countries. 2.3. POLITICAL ENVIRONMENT We analyze the political situation because to have a stable market is important to know also how much the government of a country is stable. The political process in the country is disfigured by conflict and by armed, violent groups, making the possibility of democratic participation extremely difficult. The cause must be sought in its history, and in the great social and economic inequality. While a few Colombian families are very rich, more than 60% of its population lived below the poverty line. However, since 2002 the government has managed a string of spectacular successes against the left-wing rebels, regaining control of much of the rebel-held territory and raising hopes that the conflict may be drawing to a close.

A Greedy Deer

Jul 23, 2017
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