Bibliographic citations
Uriarte, B., Harman, G. (2017). Diseño de un plan de marketing para exportar conservas de anchoveta a Brasil. Caso: Pesquera Diamante S.A. [Tesis, Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/3332
Uriarte, B., Harman, G. Diseño de un plan de marketing para exportar conservas de anchoveta a Brasil. Caso: Pesquera Diamante S.A. [Tesis]. : Universidad Nacional Agraria La Molina; 2017. https://hdl.handle.net/20.500.12996/3332
@misc{renati/1116990,
title = "Diseño de un plan de marketing para exportar conservas de anchoveta a Brasil. Caso: Pesquera Diamante S.A.",
author = "Harman Aramburú, George Christopher",
publisher = "Universidad Nacional Agraria La Molina",
year = "2017"
}
At present, exports of canned anchovy is marked by the consumer’s shopping preferences and habits, where the meaning of health, nutritional value and economy directly contributes consumption. In Peru, the fishing companies in Lima export canned anchovy in ¼ club presentation, which is the mostly demanded in foreign markets. Therefore, the main objective of this investigation is to design a marketing plan to export canned anchovy to make the development of the commercial offer feasible, have as a goal a higher profitability, achieve sustainability and positioning of the product, with Brazil´s consumers as the object market. It is foreseen that in the subsequent years, the per capita consumption of canned anchovy among Brazil´s population will increase, as there is a high demand for consumption of anchovy as well as of other seafood. The methodology used was interviews with experts, where commercial reality was determined and marketing plan design aspects were found, hence achieving the results displayed throughout the work. Before establishing the marketing plan, results of analysis phases were developed, seeking answers to the following variables: positioning, profitability and sales. The results obtained from the study phases allowed to have the necessary tools to generate the proposal of a marketing plan to enter the Brazilian market, where the main entry strategy is “positioning”. The main conclusion reached was to establish a marketing plan to export canned anchovy to Brazil, influencing sales increase and product positioning in the target segment established as well as profitability.
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