Exportación De Un Producto A Alemania (Cecina)

International Marketing

Roca Persiva Amalia Fernández Gutiérrez Lorena Telletxea Garcia Lander Martínez González Begoña

Product features

Product

- Cecina is a gastronomic traditional product from León, region located in the North West of Spain. - Smoked and dried beef meat coming from the hind leg of beef cattle, following a natural treatment. - Similar to jamón serrano (but fromcows). - Four types, depending on the part of the leg used: [Annex 1] -Tapa -Contra -Babilla -Cadera -It has a Protective Geographic Indicator. [Annex Ind] The Regulating Council certifies the quality of the product after the controls and requirements from the Ruling Council are met. A label guarantees the quality of each piece

Manufacturing process

Product

Shape It is done to adjust theshape of each piece. In this phase the specific quality label is placed in each cecina piece. Wash out The excess of salt is washed out with water Salt The salt is added

Dry In a natural way, just with air. All this process takes at least 7 months

Smoke By burning oak

Settle (1 week) the excess of water is eliminated and the salt goes through the pieces

Product competitive advantages inGermany
- Obeys European normative for meat industry: - EU guidelines - Code of feeding - Labelling regulation

Product

- It is widely known that German people love meet [Annex 3]

- Good perception of Spanish gastronomy and image between German consumers -Remark healthiness of cattle meat: less fat, more protein - Same currency. Nowadays, important problem to export because of the strong€ (also bad projection for 2008)

- Purchasing power of German population is high, much more than in Spain

Consumer profile
- German consumers spend short time in diary and domestic shopping - German consumer attaches importance to: • Relationship quality/price • Production in a conscious manner towards environment • Healthy aspects of the product • Convenience linked to food preparation(lack of time)

Product

- 71% buys the same brand again if relationship quality/price is good for them - Tendency to packaged products (62% in 2005)

Market study. Germany
- Imports of “Serrano ham” in Germany
Quantity in tones Without boning Boned 2005 1945 15194,3 2006 2463,8 14053,4 2006 s hare 2,84% 16,00%

Product

- Without boning
1. 2. 3. 4. 5. Spain Austria Belgium ItalyFrance 2005 488 419 319 242 19 2006 690 596 258 251 109

- Boned
1. 2. 3. 4. 5. Italy Spain Belgium Austria France 2005 6554 5423 2542 625 724 2006 6549 3753 3092 824 547

-Spanish imports of “Serrano ham” in Germany in 2006 28% without boning, 26,7% boned Considerable decrease of boned ham in 2006 (from 35,7 to 26,7%)

Annex 2

Company: Cecinas Nieto S.C.
- Production of salted meatspeciality in “cecinas” - Placed in Astorga (Castilla y León) - Member of the Regulatory Council of the “I.G.P. Cecina de León” - Quality control of nurseries and slaughterhouses as stated by EU -Certified guarantee of origin - EU homologated abattoirs in accordance to the last EU exigencies in quality. - Beef selection - Entire pieces (from 7 to 10 kg.) - Vacuum packaging • Cubes of 1 or 2 kg. • Slicespackets of 100 or 150 gr.

Product

Cecinas Nieto S.C. Capacity to export
- It is a PYME - Experience Volume of sales: 75 ton cecina per year Total income: 5 million of € more than 35 years

Product

- Enough production capacity to export - Have already started exporting to France - Have got the Halal Institute Certification which will let starting exportation to Muslin countries
Someexport experience

SWOT Analysis
STRENGHTS
-Experience in production - Serious company - Products of quality (handmade elaboration) - Enough capacity to export

Product
- No experience in exporting to Germany -Competence of “jamón serrano” and Italian “jamón de Parma”

WEAKNESSES

OPPORTUNITIES

-Good perception of Spanish products - High consumption of meat (in general), and...