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| 研究生： |
村上勇 Yuichi Murakami Coronado |
|---|---|
| 論文名稱： |
墨西哥商薩果堤克有限公司進入高檔市場之策略 Salxótico, Co. Ltd. Mexican salsa export strategy into high end markets |
| 指導教授： |
林建智
J.J. Lin |
| 學位類別： |
碩士
Master |
| 系所名稱： |
商學院 - 國際經營管理英語碩士學位學程(IMBA) International MBA Program College of Commerce(IMBA) |
| 論文出版年： | 2010 |
| 畢業學年度： | 98 |
| 語文別： | 英文 |
| 論文頁數： | 87 |
| 中文關鍵詞： | 公司進入高檔市場之策略 |
| 相關次數： | 點閱：85 下載：7 |
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墨西哥商薩果堤克有限公司進入高檔市場之策略
Salxotico, Co., Ltd. is a manufacturer of salsa for the high end market. Main products are salsas in the gourmet segment. Company relies on innovation to be a distinctive brand, main goal is to position the brand as a leading company in the high end segment and achieve sales equivalent to half million dollar at the end of third year of operation, with a long-term strategy for the long run, planned investment of USD$100,00 the company expects to become an important player in the luxury segment of salsa, achieving increment in sales of above 16 % each year, which means one point more than the average media for that sector worldwide. Selected countries to export their salsas are Taiwan, Korea, Poland and Czech Republic.
1 Table of Contents……………………………………………………… 3
2 Executive Summary …………………………………………………... 6
3 Objective of this research ……………………………………………... 7
4 General Company Description …………………………………………8
4.1 Mission Statement …………………………………………………9
4.2 Company Summary ………………………………………………11
4.3 Company History…………………………………………………11
4.4 Company Ownership……………………………………………..12
4.5 Start-up Summary……………………………………………..….13
4.6 Board of Directors…………………………………………….…..13
4.7 Company Locations and Facilities………………………………..14
4.8 Branch Office ………………………………………………….…14
4.9 Milestones……………………………………………………...…14
5 Company Products ……………………………………..……….…..…16
5.1 Product Description………………………………………………16
5.1.1 Salsa Pico de Gallo…………………………………………..17
5.1.2 Guacamole…………………………………………..………18
5.1.3 Salsa Verde…………………………………………………..19
5.1.4 Salsa Roja……………………………………………………20
5.1.5 Salsa de Xoconostle…………………………………………20
5.1.6 Salsa de Habanero……………………………………..……21
5.2 Future Products…………………………………………………...22
5.2.1 Own Salsa Jars………………………………………………..22
5.2.2 Blue Corn Tortilla Chip………………………………………22
5.2.3 White Corn Tortilla Chips…………………………...………22
5.2.4 Fruit Salsa……………………………………………………23
5.2.5 Restaurant in Taiwan ………………………………………..23
5.3 Competitive Comparison…………………………………………23
5.3.1 Salxótico versus Mexican Brands comparison………...……25
5.3.2 Salxótico versus Foreign brands comparison………….……26
5.4 Sales Literature……………………………………………………29
5.5 Sourcing…..………………………………………………………29
6 Worldwide Sauce Market Analysis Summary …………..………..…..31
6.1 Country Market Segmentation………………………………..….43
6.1.1 First Stage Screening Selection………………………………43
6.1.2 Second Stage Screening Selection…………………………..45
7 Strategy and implementation Summary………………………………..51
7.1 Marketing Strategy………………………………………..………52
7.1.1 Promotion Strategy……………………………………………52
7.1.2 Distribution Strategy……………………………………….53
7.1.3 Pricing Strategy…..…………………………………………53
8 Key Financial Indicators………………………………………………54
8.1 Start up Costs…….……………………………………………54
8.2 Sales Forecast………….…………………………………………57
8.3 Break-even analysis..…………………………………………….62
8.4 Projected balance sheet……………………………………..…….64
9 Conclusion and Recommendations …………………………………...69
10 Appendix……………………………………………………………….70
10.1 Data……………………………………………………………….70
11 References……………………………………………………….……...87
1. Czinkota, Michael and Ilka Ronkainen, 2007 International Marketing Mason.
2. Madsen, Tagek and Per Servais, 1997 The internationalization of Born Globals: an Evolutionary Process? International Business Review, 6 (6), 561-583.
3. Oviatt Benjamin and Patricia MacDougall, 1994 Toward a Theory of International Venture Journal of International Business Studies 25:45-64.
Web pages
www.salxotico.com
http://www.brandchannel.com/features_effect.asp?pf_id=401
http://www.fda.gov/Food/GuidanceComplianceRegulatoryInformation/GuidanceDocuments/FoodLabelingNutrition/FoodLabelingGuide/ucm064894.htm
http://www.sisi.org.mx/jspsi/documentos/2006/seguimiento/00010/0001000078106_055.pdf
http://www.jasons.com.tw/jasons/jasons.jspx
http://www.usitc.gov/publications/docs/tata/hts/bychapter/1000C21.pdf
http://www.trademap.org/Country_SelProduct_Graph.aspx
http://www.trademap.org/Bilateral.aspx
http://globaledge.msu.edu/resourcedesk/mpi/
