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MK 303 GLOBAL MARKETING
GROUP 15
Components of the group:
LAS PEDROÑERAS, CUENCA
SPAIN
MAIN ACTIVITY
Production and manufacturing of machinery to the cultivation of garlic
Current turnover: 5600000€
Labor force: 29 employees
Export sales as % of total sales: 35%
Three main characteristics:
Farmer
Exporter
Garlic handler
ADDED VALUE
Personal solution
Service of reparation and maintenance
Fast delivery
Own production
Complements bought
Assembly
1
Ambition to grow
Saturated domestic market
2
1. Occidental mentality
2. Workforce costs
3. Similar cultivation systems
4. Volume of hectares of garlic per farmer
Reliable distributors
Tariffs
Team with
skilled workers
Follow countries regulations
Adapt machinery to needs of customers
Adapt materials in terms of each country's requirements
PRICE
China's power in garlic market
Value-based pricing
Demand and supply
Position of competitors
PROMOTION
DISTRIBUTION PROCESS
Institute of External Promotion Castilla-La Mancha
Provides help for businesses in their internationalization process
Source: own elaboration chart based on data from SABI
Russia
South Korea
AFRICA
USA
1
2
Other areas in Russia
South Korea
USA
African continent
Expand the product line
3
4
5