Plan de mercadeo

Universidad de la Sabana
Escuela de Ciencias Administrativas y Económicas
Administración de Negocios Internacionales

International Marketing
Teacher: Luis Fernando Correa
MARKETING PLAN

Students:
Daniela Cortes
Sebastián Figueroa
Andrés Felipe Mora
Paula Andrea Portillo
Natalia Ricaurte Restrepo

November 21 of 2009

TABLA DE CONTENIDO
1. ANTECEDENTS 2
1.1 PRODUCT 3
1.2ANALYSIS OF THE INTERNATIONAL ENVIRONMENT 3
1.3 THE GLOBAL MARKET OF FEMMALE LINGERIE 5
1.4 SITUATION OF THE MARKET OF FEMININE LINGERIE IN THE CONTINENTS 6
1.5 SOUTH AMERICAN MARKET 9
1.6 THE ENVIROMENTS IN PERU 10
1.7 REASONS WHY WE CHOOSE PERU 16
2. OBJECTIVE 17
3. STRATEGY 17
3.1 MARKET SEGMENTATION 17
3.2 Target Market 18
3.3 DIFFERENTIATION 22
3.4 POSITIONING 234. TACTICS 24
4.1 PRODUCT/ BRAND 24
4.2 PRICE 25
4.3 DISTRUBUTION 26
4.4 COMUNICATION 27
5. BIBLIOGRAPHY 28

1. ANTECEDENTS

1.1 PRODUCT: Women’s Underwear

Our Brand: Martinica

1.2 ANALYSIS OF THE INTERNATIONAL ENVIRONMENT

Political Issue

Nowadays, all the countries have a different perspective about their states. Each one has their own way to govern. Furthermore,they created laws, trades and develop a guide for the behavior of their citizens. However, the international political issue is led by developing countries because they have a great influence in the general situation of the world.
Basically, the global politics are summarized in three aspects: fist, the interventionism and protectionism. Second, conflicts and disagreements among different countriesand the third one, is the change of government or president. In spite of the countries created trades of commerce and other type of alliance, the political part influence other and allow or not carried out. Nowadays, the main problem is because countries adopt an interventionism and protectionism politic. The international trades existed but don’t be carried out because the politics of thegovernment prevent that those are realized. Mainly, United States, China and Venezuela created politics barriers that don’t allow that trade of commerce operated. The emergent countries need to be open to the change and be flexible with their politics because it allows that their economies continue growth.
On the other hand, the conflicts among the presidents of Venezuela, Colombia and Ecuador generateda great problem in South America that affects the economy of these. Basically, the problem is about bad communication and different politic ideas. Also, the conflict between The United States, Pakistan and Afghanistan, this problem came out of the hands and affected the good coexistence of the world. Moreover, the conflict between United States and Cuba, it is since many years ago.
The lastproblem are related with change of president and consequently of all government. In this year United States change the president and the changes have begun to feel, the priorities of the new head of states are different and he are neglected the international relationship and the trades that had been working. In Japan also have a new government that promise secure than a future. In addition, the worldis waiting, if the new government allows continue with the negotiation with Brazil or in contrast all that be lost.

World Economy

Global output rose by 3.8% in 2008, down from 5.2% in 2007. Among major economies, growth was led by China (9.8%), Russia (7.4%), and India (7.3%). Worldwide, nations varied widely in their growth results, with Macau (15%), Azerbaijan (13.2%), and Angola (11.6%),registering the highest. Growth rates slowed in all the major industrial countries and most developing countries, because of uncertainties in the financial markets and lowered consumer confidence.

Externally, the nation-state, as a bedrock economic-political institution, is steadily losing control over international flows of people, goods, funds, and technology. Internally, the central...