Licenciado

Análisis de Mercados Internacionales

29/09/09


Marketing Research Project


Product to be analyzed: Salsa Chichen Itzá.
This project will be done for the Mexican business that owns Salsa Chichen Itzá in order for them to know if they would have benefits for entering into an international market (Texas, California, USA). Therefore, this marketing research project would be a PIMR.Define the problem: Would the product (“Salsa Chichen Itzá”) have a good level of acceptance in some parts of USA?


Method of entry: Exporting to the states of Texas and California, USA.
( http://www.citypopulation.de/USA-Texas.html )

Principal Cities of Texas:
| |Name |C E 2008-07-01 |

|1 |Houston |2,242,193 |
|2 |San Antonio |1,351,305|
|3 |Dallas |1,279,910 |
|4 |Austin |757,688 |
|5 |Fort Worth |703,073 |
|6 |El Paso |613,190 |
|7 |Arlington |374,417 |
|8 |Corpus Christi |286,462 |
|9 |Plano |267,480 |
|10 |Laredo |221,659 |
|11 |Lubbock|220,483 |


Principal Cities of California:
| |Name |C E 2008-07-01 |

|1 |Los Angeles |3,833,995 |
|2 |San Diego |1,279,329 |
|3 |San Jose |948,279 |
|4 |San Francisco |808,976 |
|5 |Fresno |476,050 |
|6 |Sacramento |463,794 |
|7 |Long Beach|463,789 |
|8 |Oakland |404,155 |
|9 |Santa Ana |339,130 |
|10 |Anaheim |335,288 |
|11 |Bakersfield |321,078 |



Secondary Data
External
The adventure to undertake the export of Mexican products to the market in the U.S., requires acquiring a body of knowledge and overcome many obstacles and tradepolicy, which at first individually confront them, involve a significant investment of time and resources.

This process market and regulatory requirements that must be solved for the export of Mexican products is a path that has already been run successfully by the various components of the promoter of the exportable supply in their experience of export and trade FIELD MIO products, a processduring which it has received valuable support from the Secretaría de Economía through the SME fund.

This experience has involved the detection of product offerings in Mexico that can meet the requirements of price, quality and other requirements as design, packaging, flavors, product codes, dimensions, weight, life expectancies, health requirements, and labels, among others.
Also, required toanalyze and experiment with different transport alternatives to bring products to the target region in the shortest time possible at the lowest cost.

Similarly, the export process has meant assessing and analyzing the U.S. market, to detect the type of product requested in this region and the estimation of potential demand, considering the different prevailing prices to define a pricing policy thatfacilitates the penetration with successful results in this market.

The processed food market in the U.S.

A key aspect in the export process is to understand the market they should be entered in order to analyze its potential, your competitors, existing marketing arrangements and culture, among others.

The food and beverage industry ranks first among all manufacturing industries in theUnited States. During the year 2005 recorded a total sale of $ 810 billion dollars. Major product lines include: candy, snack foods, dried goods, sauces, beverages, toast, condiments, processed vegetables, alcoholic beverages and groceries in general.

Marketing Arrangements

In the U.S., the market for processed foods and beverages has a great competition, observing that the marketing and...