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GROUP 15: MAQUINARIA ZOCAPI

MK 303 GLOBAL MARKETING

GROUP 15

Components of the group:

  • Eva Mª Grande Iniesta: 19101244
  • Ellinor Svensson: 19104375
  • Lisa Eliasson: 19104388
  • Jorge Gallego Espartero: 19101524
  • Eztizen González Sagarduy: 19101246

1. START-UP

  • Founder and manager: Mr Enrique Picazo Tejero

START

UP

LAS PEDROÑERAS, CUENCA

SPAIN

LOCATION

MAIN ACTIVITY

Production and manufacturing of machinery to the cultivation of garlic

PRODUCT/SERVICE

2. COMPANY

Current turnover: 5600000€

Labor force: 29 employees

Export sales as % of total sales: 35%

THE COMPANY

Main profile

Three main characteristics:

CUSTOMER'S PROFILE

Farmer

Exporter

Garlic handler

ADDED VALUE

Personal solution

Service of reparation and maintenance

ADDED VALUE

Fast delivery

PRODUCTION PROCESS

Own production

Complements bought

Assembly

3. GOING INTERNATIONAL

GOING

INTERNATIONAL

1

Motives

Ambition to grow

Saturated domestic market

2

CRITERIA

1. Occidental mentality

2. Workforce costs

3. Similar cultivation systems

4. Volume of hectares of garlic per farmer

Criteria

UPPSALA MODEL

Steps

BARRIERS

Reliable distributors

Tariffs

Barriers

Team with

skilled workers

4. MARKETING MIX

MARKETING MIX

ADAPTATION STRATEGY

1

Follow countries regulations

Product

2

Adapt machinery to needs of customers

3

Adapt materials in terms of each country's requirements

PRICE

China's power in garlic market

Price

Value-based pricing

INFLUENTIAL FACTORS

Demand and supply

Position of competitors

PROMOTION

1

Web Page and Facebook

2

Local magazines

Promotion

3

International fairs

FAIRS

DISTRIBUTION PROCESS

Direct distribution

Intermediaries

Place

  • France
  • Italy
  • Russia
  • Argentina
  • Chile
  • Peru
  • United Kingdom
  • Poland
  • Algeria
  • Australia

5. GRANTS

GRANTS

Institute of External Promotion Castilla-La Mancha

Provides help for businesses in their internationalization process

EVOLUTION OF SALES

Source: own elaboration chart based on data from SABI

7. FUTURE

FUTURE

PROSPECTS

Russia

South Korea

AFRICA

USA

1

2

Recommendations

Other areas in Russia

South Korea

USA

African continent

Expand the product line

3

4

5

REFERENCES

  • Bureau Van Dijk. (n.d.). Sabi [Online]. Available at: https://sabi.bvdinfo.com/version-2020226/Report.serv?_CID=31&context=39X7ESBKGJYE9QI (Accessed: 27 02 2020)

  • De La Cruz Medina, J., García, H.S. (2007) Garlic - Post harvest operations [Online]. Available at: http://www.fao.org/fileadmin/user_upload/inpho/docs/Post_Harvest_Compendium_-_Garlic.pdf (Accessed: 05 03 2020)

  • Dr. Gliga, G. (2020) Lectures and presentation slides. Available at: http://blackboard.nuigalway.ie (Accessed 05 03 2020)

  • Hyun-Sook, C., Choong-Il, C., Joon-Hee, K. (2016). On garlic farms, fewer hands for the harvest [Online]. Available at: http://koreajoongangdaily.joins.com/news/article/article.aspx?aid=3022276 (Accessed: 05 03 2020)

  • Zocapi (n.d.). Garlic Machine [Online]. Available at: http://www.zocapi.com/en/ (Accessed: 27 02 2020)

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