Analisis De Mercado

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International Marketing Plan - Delmonte

Cape gooseberry

1. Introduction

Del Monte Pacific Limited is a group of companies engaged in the production, marketing and distribution of premium-branded food, fruits and beverage products.

The Group owns the Del Monte brand in most of the countries around the world, where it enjoys leading market shares for pineapple juice,juice drinks, pineapple solids, mixed fruits, tomato sauce, spaghetti sauce and tomato ketchup, and also markets products under its second-tier brand, Today's.

Operating one of the world’s largest fully integrated dried, canned and fresh fruits production and distribution across the world. Delmonte has own crops in, Thailand, Ecuador, Colombia, USA, Mexico, Philippines, Argentina and Venezuela.Delmonte Colombia is an associate branch which produces pineapple, apples, oranges and Cape gooseberry. It has a crop that produces around 450 tons of Cape gooseberry, which is a new product in the Delmonte family.

International markets offer big opportunities for an organization to growth via sales. For those products of massive demand, like food commodities, international markets are a bigoccasion to trade the excess of supply that home markets can not demand and those products of high standard features and quality that are not appreciated in local markets. These markets are a huge opportunity for organizations to improve profits via prices and economies of scale. For this reasons, it is important that a company try to get into this markets, to consolidate a more stable picture ofsales, and to exploit the most resources the organization can.

Following those statements, it is important for Delmonte to penetrate the international market, making use of the privilege products that the organization has. Being one of the major fruit growers in Latin-American and having the privilege to exploit the tropical fruits that growth just in this sector of the world, this makes for itsown an advantage. It is known than in the recent history, the consumption of exotic tropical fruits has been growing impressible, making this the perfect time for the company to touch these markets with exotic and rare products like the Cape gooseberry, a product that has been took into account by the organization just for the regional market.COMMENTS [pic]

The Cape gooseberry is a tropical fruit that is grown in the region of the Andes; particularly, our company has crops of this fruit in Colombia. This product is being exported to European markets for other companies since 10 years ago, where the demand for critic fruits has been growing, and also the demand for organic products.

As Delmonte Co. has already a hugeline of products and distributors in the European region, the proposition of this international market plan is directed to start the penetration to this market with the product Cape gooseberry from Germany, which is one of the biggest and most profitable markets in this region. The Cape gooseberry product has many features to be successful in this market. First of all, the price of this productin the European market is almost 5 times more than the one in the home market, second, the extra supply that Delmonte is having every year can be distribute to this market and third, Delmonte has invested in making organic this crop, and it has not gain enough profits to sustain the project, because the price for this organic fruit is not relevant in the home market, hence the price has to belowered to the one from regular fruits.

2. Product presentation

The product

The Cape gooseberry that also is known as golden berry, and under its technical name (Phisalys peruviana ), belongs to the family of the citric fruits. The general family counts with more than 80 different types. Their especial characteristic is that fruits are waxed inside a calyx; moreover the majority is in a...