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Mexico Food Exports

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Submitted By nisargbhatt30
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Pages 9
Individual Assignment –
Export of Food Products to Mexico
Rishabh Passwala – 300685892
Global Business Management
Centennial College

Professor James Macdonald
International Enterprenueship
12/10/2012

Abstract

Any export activity and its multiplier effect on the economies of the both the country – host and guest country, is the result of the globalisation of the economies activities of the world. However, it will never easy for any company to enter into the market of any other country with the mindset of providing same kinds of products with the same features that have been provided in their host country. Because the culture, economy, legal considerations, political and social factors of the host country may be different than their own country. These are the factors that will determine the extent of the success and its impact on the economy of the host country. So it is the test of the entrepreneur to decide to go to which country and to decide how to go to that country with the different product mix. So it will highly influence the domestic people of the host country and make the company competitive.
Keywords: Multiplier Effect, Globalisation, factors affecting Macro Environment
Introduction:
Canada is known for their highly quality food products worldwide. The Canadian food industry ranges from the farming to the retailing and assembling and includes most of the well- known products that are considered rich in health. The NAFTA agreement between the three countries raises the opportunities for the Canadian entrepreneur to trade freely across the United States of America and the Mexico. The Canadian entrepreneur – Export packers Ltd. has proved its excellence in providing the seafood to the host country and many other countries of the world such as United States, Iceland, Honduras, Philippines, Costa Rica, and Chile. Now the company has planned to export the seafood products to the Mexico due to its impact on the global market as an emerging market, and its strong presence for the trade under the NAFTA agreement.
Country Analysis:
As mentioned in the abstract, the company has to fully research about the factors affecting the macro environment of the Mexico that will have direct and indirect impact on the marketing strategy of the Export Packers Ltd to export its seafood in the host country. The factors are mentioned as below:
Economic Situation:
The Mexico is one of the Next - 11 eleven countries which have been proved to be the fast developing countries of the world. The Mexico also suffered from the economic recession of 2008-09 but the economist has observed the significant improvements in the economy for the next five years and later. These estimates are favourable to the Export Packer to take the decision to enter into the Mexico for the highly demanded product. The retail sector of the Mexican economy is also strong that will benefit the company to sell the products in the local market with ease.
Political Situation:
The political situation cannot be said as a fully favourable as in the late 2013, there will be election in the Mexico and as per the political estimation in the Mexico, the current party might get struggle in the future election to get elected to run the country. These may impact on the policy decision of the company to market and to sell their products in the Mexico. The other political party may likely to bring some new policy decision that might be against the profitability of the country but this is only the expectation, no one is sure about the future election.
Legal Situation:
The legal situation of the country favours the Canadian entrepreneur to trade in Mexico. The NAFTA agreement enables the traders of the North American countries to trade freely across the whole continent without any restrictions. Due to the NAFTA agreement, all the tariff barriers have been removed especially for the food industry.
Social and Cultural Forces:
Mexico is an emerging country with the people whose purchasing power parity has increased in the recent years. So the taste and preferences of the people has moved to the luxury products. (Gomez, 2009) The seafood is considered as a luxurious food product for the consumer because that cost high in compare to the other food products. So there will be a high demand for the ready to eat and processed food due to the high disposable income of the people. The Mexico has also the long coastline so fishing has also been one of the main businesses for the Mexican people. So it is highly predictable that the consumer will accept the seafood of the Export Packers Ltd. Market Structure and Competitive Analysis:
The Export packers Ltd. has to research about the market structure of the Mexico specifically for the food industry. The Mexico is developing country so the company will have to face stiff competition due to the presence of the giant domestic and multinational companies of the world.
Market Size and Growth:
There have always been high demand of the seafood products in the Mexico but the domestic producers are unable to fulfill this high demand so the Mexico has to import the seafood products of almost $300 Million. The United States has been the largest supplier of the seafood to the Mexico so the statistics suggests the high potentiality for the Export Packers. The population of the Mexico is also high in all Latin American countries and the consumption of the seafood also has been increasing by 30 percent each year that shows the high demand for the seafood products.
Competitors Analysis:
The Export Packers Ltd. has a very good opportunity to start exporting the seafood products in the Mexico however it will not be easy for the company in the Mexico. The reason is there are already big giant companies in the Mexico who provides the best quality products to the people. The supply is not enough to meet the highly increasing demand of the seafood products in the Mexico. This is the reason which has enabled the scope of the company to be profitable by selling such a product. The Mexico has a very long coastline so the company has the chance in future to direct sell the product which can be produced in production. The major domestic and multinational competitors in the Mexico are Alta Tecnologia Acuicola, Bajamar Trading Group, California Sea Products, CPC Aqua Proceso / Marfresh, E-fish Importaciones S.A. de C.V, DiCarlo Seafood Company. Here, there is a nice notable thing the DiCarlo Seafood Company imports majority of their seafood products from the Canada and earns a Million of money by selling those imported products in the Mexico. This is the area where the Company can achieve the advantage due to the free trade agreement between the Canada and the Mexico under the NAFTA. So the Export Packers Ltd can grab this advantage and can earn a lot of profit.
Company and Brand Analysis:
Export Packers Ltd. has been operating since 1937 in the Canada and it has been constructing its reputation worldwide for their highly qualified services of import-export and marketing capabilities. The company has excelled its capacity in all the food products ranging from the meat, juice, fruits, to the dairy products, and seafood. By looking at the present opportunities in the Mexico, the company will market only of the seafood products which include Salmon, Tilapia, Pollock, Blue Shark, Basa, Mahi Mahi. These are available in the portions, steaks, and fillets in both IQF and bulk formats.
The company will start exporting the products as soon as getting the licence of exporting but after 2 or 3 years, the company may have the chance to start producing the fish in Mexico by using the long coastline of the Mexico. The retail sector of the Mexico is also favourable to the company and its future in the Mexico that will benefit the company a lot.

Marketing Plan and Potentiality of success of the Entrepreneur:
The Export Packers Ltd. has to prepare a marketing plan before bringing their products to the Mexico because the seafood of the Export Packers will be new for the Mexican people and they might not be aware with the brand name of the Export Packers Ltd. The marketing plan of the Export Packers Ltd. will include the plan for the product, price, promotion and distribution. The company will launch the product in the Mexico with the standard price going on in the market of the country. The company should test the product before launching whether it is produced according to the domestic environment or not in which culture plays the most significant role. The seafood product has its own different kind of the distribution channels. The company should decide that channel that optimises their profit by lowering the cost. The importing of the seafood from the Canada will be only the entry level strategy for the company but to enter the market of the Mexico in deep, the company has to start producing the seafood over there. In addition to this, the company has also excelled its capacity in the final hand to hand products for the direct customer in the Canada. So the company can manufacture and provide the fast food service after long run of period in the Mexico.
Thus, The Mexican food industry is favourable to the Canadian entrepreneurs due to some free agreement but still they have to follow some specific sets of the rules and the regulations before entering into the market. The company has to register itself with the corresponding division of the government. Here, for the food sector, Directorate of the Sanitary Control of Goods and Services has to give the approval to start exporting. Then, the Canadian entrepreneur will not be alone in the market to sell the products. They have to compete with the domestic suppliers of the product. The Mexicans value the quality and service the most that means they require the products to be the best with the optimum combination of the service, quality and cost. So the products of the company have to be getting registered with the ISO-certified. Thus, the Canadian entrepreneur has the very high potential to enter and to start manufacturing into Mexican food industry for the better future of the company.
As mentioned above, The future of the company lies with their getting permit in the direct production and fishing in the Mexico. In addition, the Mexican government has recently opened the market for the foreign investor to invite more foreign direct investment for the better sake of the country. So, in future the company will have high potential to get the market share of the Mexico in the food industry.

Bibliography: 1. Nafta trade with canada and mexico jumps nearly 40 percent. . N.p., 2010 August, 5. Web. 27 Sep 2012. <http://search.proquest.com/docview/845348869>. 2. Angeles Villarreal. (2012, July 03). Mexico’s free trade agreements. Retrieved from http://www.fas.org/sgp/crs/row/R40784.pdf 3. DiCarlo Seafood Company. (2012). Seafood selections. Retrieved from http://www.dicarloseafood.com/store/ 4. Fishsite. (2008, December 05). The mexican market for seafood products. Retrieved from http://www.thefishsite.com/articles/571/the-mexican-market-for-seafood-products 5. Google. (2012, July 31). Mexico economic outlook 2011-2015. Retrieved from http://ecoggins.hubpages.com/hub/Mexico-Political-and-Economic-Outlook-2011-to-2015 6. James, N., . Mexico business: the portable encyclopedia for doing business with mexico.. ). USA: World Trade Press., 1994. 41. Print 7. Refrigerated Transporter (Online Exclusive), . "Diamond ranch foods to export products into mexico." . Refrigerated Transporter (Online Exclusive), , 2010 September, 15. Web. 27 Sep 2012. <http://go.galegroup.com/ps/i.do?action=interpret&id=GALE|A237179518&v=2.1&u=ko_acd_cec&it=r&p=ITOF&sw=w&authCount=1>.

--------------------------------------------
[ 1 ]. "Nafta trade with canada and mexico jumps nearly 40 percent." . N.p., 2010 August, 5. Web. 27 Sep 2012. .
[ 2 ]. Google. (2012, July 31). Mexico economic outlook 2011-2015. Retrieved from http://ecoggins.hubpages.com/hub/Mexico-Political-and-Economic-Outlook-2011-to-2015
[ 3 ]. . Fishsite. (2008, December 05). The mexican market for seafood products. Retrieved from http://www.thefishsite.com/articles/571/the-mexican-market-for-seafood-products
[ 4 ]. Sea-Ex. (n.d.). Seafood companies in mexico. Retrieved from http://www.sea-ex.com/countryinfo/Mexico.htm
[ 5 ]. DiCarlo Seafood Company. (2012). Seafood selections. Retrieved from http://www.dicarloseafood.com/store/

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