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研究生： 麥孟達
Manuel Alexander Almeida Tarazona
論文名稱： 祕魯大章魚產業與進入中國市場之機會與挑戰
The Peruvian Giant Squid industry and its challenges to conquer the Great China market
指導教授： 吳文傑
Jack Wu
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： 2012
畢業學年度： 100
語文別： 英文
論文頁數： 57
中文關鍵詞： 大章魚 、祕魯
外文關鍵詞： Giant Squid, Peruvian
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    • The steady growth of the export of Peruvian Giant Squid (commonly known as Pota) in absolute as well as relative values - as percentage of the also increasing Peruvian Exports- represents an opportunity to develop the still incipient Peruvian Pota Industry, a more inclusive one in comparison other consolidated export industries in Peru.
    The first two chapters of this document describe the dynamics of the Peruvian Pota Industry and Giant Squid Great China market. In the third chapter it is carried out a managerial analysis of this industry using SWOT analysis and Porter’s Diamond Model. The Great China Market itself is also analyzed using SWOT analysis regarding its potential as destination of the Peruvian Pota. Finally in the fourth chapter it is exposed some strategies for the Peruvian Pota companies in order to better satisfy the growing demand but at the same time better confront the challenging international competition to succeed in the Great China Market.

    1. Background of the Peruvian Giant Squid (Pota) Industry 1
    1.1. Introduction 1
    1.2. What is “Pota”? 3
    1.3. The Peruvian Pota Industry 6
    1.3.1. Products and Presentations 7
    1.3.2. Supply chain process 8
    1.3.3. Exports and Exporting companies 11
    2. Giant Squid Great China Market and its importance for the Peruvian Pota 15
    2.1. Great China as market for Giant Squid 15
    2.2. Giant Squid Distribution Channels and Usage in Great China 18
    2.3. Competitors 20
    2.4. Great China and its importance for the Peruvian Pota 22
    3. Strategic analysis of the Peruvian Pota industry and Great China Market 25
    3.1. Important Theoretical framework 25
    3.2. A Strategic Analysis of the Pota industry in Peru 28
    3.2.1. SWOT Analysis of the “average”pota exporting company: 28
    3.2.2. Peruvian Pota Industry Analysis using Porter Diamond model 31
    3.3. A Strategic Analysis of the Great China Market (SWOT analysis) 36
    3.4. Main Problem 40
    4. Strategic Recommendations 41
    4.1. Run a Pota Export Consortia (Export Consortium) 41
    4.2. International Expansion: Open a Trade office in Great China 46
    4.3. Launch a Collective Brand： “秘鲁大鱿鱼”- “秘魯大魷魚” 50
    References 57

    Bibliography
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    Paper, Working Papers, Working Reports
    1. Bergh, D and Gibbons, P.”T he Stock Market Reaction to the Hiring of Management Consultants: A Signalling Theory Approach”. May 2011. Journal of Management Studies. Volume 48, Issue 3, pages 544–567.
    2. Dopico, D; Blázquez, F;, Tudoran, A.*”Credibility of Collective Brand as a Source of Equity:An Empirical Application for Spanish Wine Market”. Paper presented at Seminar “A resilient European Food Industry and Food Chain in a Challenging world”. September 3-6, 2009. * University of A Coruña, Spain.
    3. Dumlupinar, B. “Market Commoditization of Products and Services” Market Commoditization of Products and Services”. Review of Social, Economic and Business Studies. 2010. Vol 9/10,101-114
    4. Fishman, A; Bar, Finkelstein, I; Simhon A.; Yacouel, N. “The Economics of Collective Brands”. May 2011.
    5. Innes, B; Keer, W; Hobbs, J*. “A Private-Public Strategy for International Marketing Through Collective Brands: Canada Brand Foods”. Journal of International Food & Agribusiness Marketing, 23:1,72-87 ( 2010). *University of Saskatchewan, Saskatoon, Canada.
    6. Reinman, M; Shilke, O; Thomas, J, “Toward an understanding of industry commoditization: Its nature and role in evolving marketing competition”. International Journal of Research In Marketing. Jun 2010 Volume: 27 Issue: 2 Pages: 188-197
    7. Sanchez-Alonso, Careche and Borderi. “Method for producing a functional protein concentrate from giant squid (Dosidicus gigas) muscle”. Food Chemistry. 2007. Volume 100, Issue 1, pages 48-54.
    8. Sellers, R and Mas, F. “Valor de marca colectiva:, Aproximación desde el enfoque de la eficiencia”. 2009. Working Paper EC 2011-01. Instituto Valenciano de Investigaciones Economicas.
    9. UNIDO. “Adding Value to Traditional products of regional origin. A Guide to create a Quality consorcium”. 2010.
    10. UNIDO and Universita Catolica del Sacro Cuore. 2009. “The Strategic Management of Export Consortia: The Analysis of the Experience of UNIDO in Morocco, Tunisia, Peru and Uruguay”. UNIDO (United Nations Industrial Development Organization).

    Online business, economic magazines and newspapers
    1. http://semanaeconomica.com/
    2. http://www.maximixe.com/

    Specialized websites
    1. http://www.seafoodsource.com/
    2. http://www.fao.org/
    3. http://www.pnas.org/
    4. http://www.imarpe.pe/imarpe/
    5. http://www.sunat.gob.pe/
    6. http://www.promperu.gob.pe/
    7. http://www.unido.org/
    8. http://www.siicex.gob.pe/siicex/portal5ES.asp?_page_=160.00000
    9. http://www.intracen.org/
    10. http://www.pymex.pe/
    11. http://www.mintra.gob.pe/
    12. http://www.produce.gob.pe/portal/

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