International Marketing

tingTarget market:
Geographic segmentations:
Chile is a democratic state, consisting of various automous institutions.
It has a population estimated 17,094,275 inhabitants.
It’s located on the southwestern of South America comprising a long narrow strip of land known as continental Chile, between the pacifico ocean and the Andes.
It borders Peru to the north, Bolivia and Argentina to theeast. Addionatily owns island territories in the pacific ocean, including Easter Island. Due to its presence in South America, Oceania and Antartica, Chile defines itself as a tricontinental country. Its capital is city of Santiago and the official currency since 1975 is the chilean peso.
The various geographical characteristics of Chile are the main factor for the existence of a wide variety ofclimates and this forced the development of the transport netwrok and communication system. There are over 350 runaways, a railway system counting more than 6,500 km and over 100,000 km of highway.
The chilean economy is internationally known as one of the strongest in its continent. In recent years there has been a steady growth.The main economic activity is minning of cooper, wich meets 36% of theworld market, buta los important is the explotation of other resources such as molybdenum, gold and silver, At present, the copper extraction represents 30% of the country’s exports.
Moreover Chile is a secure receiver of foreign investment from othe latin american countries and many companies have begun installing its corporate headqurters in Santiago.
Chile is a market open to the world, withan economy characterized by the explotation of raw materials . It’s exports expanded due to the various treaties signed with its major trading partners: European Union, US, South Korea, China and the P4 agreement. Also Chile is integrated within various economic fórums, such as APEC, Mercosur and the Andean Community.

Demographic/Socioeconomic:
After having analyzed the shoes market we areable to identify who are the main customers and their preferences.
The footwear segment in this country is focus mainly on the middle and upper middle class and where men (23-60) buy mainly shoes to suit with formal dress. Within this segment, Chilean women (between 20-55 years) tend to acquire dress shoes with low or médium heles, primaly for working at their offices and boots for hanging out.In the children segment, the schools request classic black shoes, that will be dress during the entire year only the 20% will change the shoes in the same year.

Psycographic: (values, similar attitudes, lifestyle)

Due to the geography of Chile, the country has dissimilar cultural expressions very markedly in different parts of the country.
The northern area is characterized by diversecultural manifestations that combine the influence of Andean indigenous peoples with the Spanish conquerors, the central area is identified primarily with rural traditions of the Chilean countryside, also in the central área is the capital of Chile where is concentrated the workfield of almost all the enterprises that are in the country.
The southside is characterized by the mapuche culture and someGerman traditions influenced by the inmigrants.

Competition analysis:

Chile has 4 major countries that import shoes since 1973 to date, beacause before that date almost all the industries of shoes were produced within the country under the goverment of Salvador Allende, after his goverment the country began to import all kind of shoes. This major countries are China, Vietnam, Indonesia andBrazil.

Products with higher demand:
The most demanded products in the Chilean market by category break down as follows:
Men: As abovementioned regarding formal occasions and work they prefer classic black shoes, mostly the brands come from the chilean national industry, such as Gacel, Cardinale or Bata.
Concerning the casual consumers they prefer to buy in Bata and Hush Pappies among the...