Export Plan

Fall
11
Fall
11
Eva Tordjman 400661– David Renaudin 144830 – Julien Muller 144831 – Gildas Leprince 144861

Eva Tordjman 400661– David Renaudin 144830 – Julien Muller 144831 – Gildas Leprince 144861

08
Fall
08
Fall

Au Palais des Tamales
International Marketing
Final Project
Au Palais des Tamales
International Marketing
Final Project

TABLE OF CONTENTS

Introduction 3
Homecountry 4
Host country: Morocco 12
Product Innovation 29
Pricing 36
Distribution 38
Promotion 40
Conclusion 46
Annexes 47
Sources 49

Introduction

Exporting tamales abroad is not easy thing to do. It requires lots of methodical and creative investigation. It is also much more challenging if you are a Mexican company looking for new opportunities abroad, across the Atlantic Ocean. Asthe geography and climate change, culture, culinary tastes, religious restrictions, agricultural products, expenses dedicated to food and the distribution of age also differs. Our purpose was to analyze the situation based on secondary sources to take the right decisions to provide an appropriate product responding to the potential customer needs.
Despite of the cultural gap, we also found somesimilarities between both countries; which is why we choose to introduce our Mexican innovation into the Moroccan market. Our studies proved that we could draw parallel between Mexican and Moroccan lifestyles and culinary tastes. Also, corn flour is commonly consumed (used in tamales, in couscous dishes or in geffha pancakes and Moroccan pastries) on both sides of the Ocean.
Our innovation willallow us to enter the Moroccan market while respecting Morocco´s standards, preferences, and tastes. Through our market research, we are targeting the upper-middle class segment with a skimming strategy price. As a result of this, we will set the price of our products accordingly in order to fit with the target market. The production process will be divided between both countries. Whileheadquarters are located in Mexico, we placed the subsidiary in Casablanca, Morocco.
First, we will utilize political, social, economic, and logistic data and information from Mexico and Morocco to outline the environments that we forecast to enter. Secondly, we will define the four P´s including product innovation, price, place (distribution), and promotions taking into account the previous analysis´ ofour research.

Home country

Political system

1. Political structure
Since the 1917 constitution provides Mexico is a federal republic with powers separated into independent executive, legislative, and judicial branches. The president is elected by universal adult suffrage for a 6-year term and may not hold office a second time..
The Congress is comprised of a Senate and a Chamber ofDeputies. Consecutive re-election is prohibited. Senators are elected to 6-year terms, and deputies serve 3-year terms. The judiciary is divided into federal and state court systems, with federal courts having jurisdiction over most civil cases.
The president is Felipe Calderon and the Foreign Secretary is Patricia Aspinosa. President Felipe Calderon of the PAN was elected in 2006 with a margin ofless than 1% separating his vote total the left-of-center Democratic Revolution Party (PRD).

2. Political parties
In Mexico there are three large political parties the PRI, the PAN, and the PRD. Other smaller political parties survive in isolation or by forming local coalitions with any of the big three.
PAN
National Action Party (Partido Acción Nacional) - a right of center party. It isthe party of incumbent President Vicente Fox and current president-elect Felipe Calderón.

PRI
Institutional Revolutionary Party (Partido Revolucionario Institucionale) the dominating party.

PRD
Party of the Democratic Revolution (Partido de la Revolución Democrática) –it represents a left of center party.

Legal system

1. Organization of the judiciary system
The judiciary...