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INSTITUTO TECNOLOGICO Y DE ESTUDIOS SUPERIORES
DE MONTERREY

Campus Morelia

“DRAFT” Stage 1 – Diagnosis of the exporting capacity and analysis of the target country
INTERNATIONAL MARKETING
Dr. Carlos RuyMartinez

Cristina Quinzaños Torres 1062239
Eduardo Cervantes González 1062654
Elena Lizette Mendoza Contreras 1061973
Miguel Ángel Fernández Guzmán 1060649

Morelia, MichoacánAugust 20, 2010
INDEX

PAGE No.
INTRODUCTION

OBJECTIVES

1. DIAGNOSIS OF THE EXPORTING CAPACITY
1.1 Company Profile
1.1.1 Brief company history.
1.1.2 Business activities and location.
1.1.3 Organization, divisions, strategic business units, etc.
1.1.4 Products and services that it offers.
1.1.5 Market coverage (extension and client types)
1.1.6Development policies.

1.2 SWOT Analysis
1.2.1 SWOT analysis for each functional area of the company

1.3 Export Capacity
1.3.1 Export Motives
1.3.2 Excess production capacity
1.3.3 Commercial exchange between Mexico and the target country
1.3.4 Existent Bilateral treaties and how they impact the company’s export capacity

2. BUSINESS ENVIRONMENT ANALYSIS IN THE TARGET COUNTRY
2.1Demographics
2.1.1 Total Population
2.1.2 Birth Rate
2.1.3 Pyramid of ages of the population
2.1.4 Gender distribution
2.1.5 Geographic distribution of the population
2.1.6 Socioeconomic level of population
2.1.7 Family income per socioeconomic level

2.2 Economy
2.2.1 Gross National Product
2.2.2 Grow Rate of the GNP
2.2.3 National Income per Capita
2.2.4 Primary Industries andrelatives participation in the GNP
2.2.5 Foreign Investment
2.2.6 Primary exports and imports by product and service type and amounts
2.2.7 Trade Balance situation, recent trends, deficit or surplus
2.2.8 Foreign exchange rate, exchange rate levels and trends of the last five years
2.2.9 Labor force, unemployment rate of the last five years
2.2.10 Monthly inflation rate of the last five years2.2.11 Level and diversity of interest rates of the last five years

2.3 Politics and Regulations
2.3.1 Political System
2.3.2 Political Parties
2.3.3 Government Stability
2.3.4 Government Politics for the insertion of the country in International Economy (participation in trading blocks, tariff structure, non-tariff barriers, etc.)
2.3.5 Regulatory environment for the economic activities(labor laws, foreign investment laws, etc.)

2.4 Competitive environment and technollogy
2.4.1 Potential substitute products
2.4.2 Price range of competitor products
2.4.3 Primary clients and suppliers of the competition
2.4.4 Promotion, publicity, and distribution methods used by the competition
2.4.5 Industry structure (local competitors, is there oligopoly, monopoly, free competition?)2.4.6 Export product life cycle stage
2.4.7 Degree of technological advance of the export product industry in the target country

2.5 Social and Cultural Environment
2.5.1 Educational level of population, literacy rate, size of the population with undergraduate and graduate studies
2.5.2 Language, Education or Religion influence on consumption patterns
2.5.3 Primary cultural values that mayaffect consumption patterns
2.5.4 Consumer preferences on distinct trade strategies
2.5.5 Consumer attitudes towards foreign businesses and/ or products

CONCLUSION

BIBLIOGRAPHY

INTRODUCTION

OBJECTIVES

THEORETICAL FRAMEWORK

1. DIAGNOSIS OF THE EXPORTING CAPACITY

1.1 Company Profile

1.1.1 Brief company history

1.1.2 Business activities and location.
Production,distribution and sale of typical candies around the center of Mexico.
Location of Points of Sales and Stores:

* Morelia, Michoacán 
* México, D.F.
* Tarímbaro, Michoacán
* Zamora, Michoacán 
* Salamanca, Guanajuato
* Uriangato, Guanajuato

1.1.3 Organization, divisions, strategic business units, etc.

1.1.4 Products and services that it offers.

1.1.5 Market coverage...
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