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EVIDENCIA 1: TALLER ¨GLOBAL COUNTRY¨

Presentado por:

Karen Julieth Pinto Rodríguez

Jaina Michel Lizarazo Ortegón
Jeison Andrés Díaz Russi
Jose Luis Vanegas Tovar

TECNOLÓGO EN NEGOCIACIÓN INTERNACIONAL

FICHA No. 1667780

Edgar Hernando Santana Ordoñez

SENA - SERVICIO NACIONAL DE APRENDIZAJE

Bogotá D.C – Cundinamarca – Colombia 12 de Agosto de 2018
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Tabla de contenido

1. Introducción..............................................................................................................................3
Evidencia 1: ´Taller Global Country¨.............................................................................................4
Bibliografía.....................................................................................................................................17
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1. Introducción

Choose a potential market to which I want to take my product or service, I must have different

aspects about what kind of client I will choose, know their buying habits, their needs, and what is

demand of my product, container to this analysis I can identify what niche market can I focus my

product, and what strategies will I use to position that product or that brand, in an environment that

is quite competitive and how can I generate higher sales and higher revenues in the company.
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Evidencia 1: ´Taller Global Country¨

1. Define the segmentation criteria with their respective variables and then fill in the table below:

SEGMENTATION VARIABLE CHARACTERISTICS

VARIABLES
GEOGRAPHY Country: Global Country
Region of the world: Tropical continent

Region of the world: Nort, South, West, East

Population: Its population of 10,350,200

Density of the population:
inhabitants is 55%
distributed among men and
45% women with a large
racial diversity distributed
as follows: whites 35%,
blacks 35%, foreigners 15%,
indigenous 15% This is a
country with a population
young people in which 12%
are under 5 years old, 18%
between 5 and 15 years old,
20% between 10 and 20
years old, 20% between 20
and 40 years old, 15%
between 40 and 60 years old
and 15 % over 60 years.
It is found 70% mainly in
urban areas and 30% in
rural areas.

Geographical consitions Region conformed by a

mountain range and with
(Climates and reliefs) great extensions of forests.

-Temperatures oscillate in
summer with an average of
30C and in winter of 10C.
-Richness of water sources
represented in maritime
areas, rivers, lakes and
lagoons
Located in different regions
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of the country.
-Variety of natural
resources

DEMOGRAPHIC Age: This is a country with a

young population in which
12% are under 5 years old,
18% between 5 and 15 years
old, 20% between 10 and 20
years old, 20% between 20
and 40 years old, 15%
between 40 and 60 years and
15% over 60 years.

Gender: Its population of 10,350,200

inhabitants is 55%
distributed by men and 45%
women with a large racial
variety distributed as
follows: whites 35%, blacks
35%, foreigners 15%,
indigenous 15%
Civil status: This is a conservative
country in which the family
is the basis of society and
there is stability in the life of
a couple. People marry with
an average age of 28 years
and that is why single people
with minimum age to marry
(over 18)

Family size: they only represent 30% and

want to form large families,
so there are families with
less than 3 members, 25 %
%, between 3 and 6
members, 35% and more
than 6 members, 40%.

Entry: Its population has an

average income per person
of US $ 1,500 per month and
50% of it is economically
active, and the level of
unemployment is only 1%.

PSYCHOGRAPHIC Social class. Its poverty rate is only 1%

and the rest of the
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population is distributed
40% in upper class and 59%
in middle class.

Lifestyle: They like to practice outdoor

sports, meet on weekends to
share with their families in
the countryside and
recreational sites far from
the city. Singles like to enjoy
the nightlife and those over
30 years old like to go out as
a couple and share with
their friends, going out to
restaurants to discuss the
political life of the country
and the behavior of the
economy.
Personality: Global Country is
considered one of the
happiest countries in the
world, in which its
inhabitants are
characterized by their
kindness, by the love for
their country, sociable and
hardworking to contribute
to the development of this.
Values: The inhabitants are people
who care about conserving
the environment, so the
culture of recycling is deeply
rooted and promoted in all
areas of life in the country.

BEHAVIORAL Frequency of use: They like to practice outdoor

sports, meet on weekends to
share with their families in
the countryside and
recreational sites far from
the city

Brand loyalty: They have high fidelity to

recognized brands in the
market.

Occasion of use: They have healthy eating

habits so they prefer to
consume organic products
frequently, even if they have
a higher price.
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Usage rate: Singles like to enjoy the

nightlife and those over 30
years old like to go out as a
couple and share with their
friends, going out to
restaurants to discuss the
political life of the country
and the behavior of the
economy.

Types of users Those who have high and

medium purchasing power
like to buy luxury personal
items

Attitude towards the Regardless of the

socioeconomic stratum to
product. which they belong, they are
characterized by being
demanding with the
products they acquire in
terms of quality, designs,
guarantees

Expected benefits: Global Country is a diverse

country in which companies
that see it as a potential
market for export will find
great opportunities to satisfy
different segments of the
population with similar
needs and characteristics.

2. Describe which segments of consumer or investment customers can be found in Global Country.

Regarding evidence 5: Sampling plan Collection of information from the AA2, 5 cities were
identified in which different social classes predominate and in this way analyze a potential market
and define a target market.

POTENTIAL MARKET: Brazil

PRODUCT: Bovine milk

Sociological factors of consumption - social classes

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SOCIA Characteristics Sao Brasilia Belo Rio de Curativ

L Pablo Horizont Janeir
CLASS e o a

1). High It includes the social elite x

- High descended from a good
family that lives on the
wealth inherited from
their parents and that
has a good name. They
are a good market for
jewelry, antiques, houses
and vacations. They
usually wear
conservatively. Although
it is a small group, it
serves as a reference for
others, to the extent that
its consumption decisions
are limited by other
social classes.
2). High They are people who X x
- low have earned high
incomes thanks to
exceptional ability in the
professions or in
business. They seek to
acquire status symbols
for themselves and their
children. This includes
the new rich, whose
consumption patterns are
designed to impress those
who are below them. The
ambition of the members
of the upper-class is to be
accepted in the upper-
upper class, what their
children will most likely
achieve.

3). The members of this X

Middle - class have neither family
status nor excessive
high wealth. They are mainly
interested in the "race".
They have obtained
positions as
professionals,
independent businessmen
and corporate managers.
They believe in education
and want their children
to develop professional or
administrative skills so
that they do not drop out
of class.
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4). These are mainly clerks x

Middle (employees, owners of
small businesses),
-low government employees
(firemen, postmen) and
workers with good
incomes (plumbers,
factory workers). They
show conscientious work
habits and respect norms
and standards defined by
culture. They buy
conventional furniture
and do a lot of domestic
tasks themselves.

5). low- They form the largest x

high social segment,
specialized and semi-
skilled factory workers.
The wife spends most of
her time in the house
cooking, cleaning and
taking care of the
children. For her, her
main vocation is to be the
mother of her children
and she has little time for
organizations and social
activity.
This is the lowest stratum x
of society and is made up
of workers with little
6). low- education and not
low specialized. They are
often out of work and
receive some kind of
public assistance. Their
homes are below
standards and are
commonly found in
slums.

Here we can identify that the cities with the greatest purchasing power are Brasilia and Rio de

Janeiro in a social class range of High - High and High - Low, and the cities with the lowest
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purchasing power are Sao Paulo Media - baja, Belo Low-high and low-low healing horizon, as one

of the cities with the highest level of poverty.

.
3. Create a market-product matrix for a product that you consider can be sold in Global

Country successfully

Market BOVINE
segments MILK
LIQUID MILK FLAVORED MILK IN LIQUID
MILK POWDER LIQUID MILK FLAVORED MILK
POWDER DISPLEASED
URBAN
INHABITANT
S
BABIES 0 – 2 2 3 0 1 0
YEARS
CHILDREN 3- 3 1 3 2 0
14 YEARS
TEENAGERS 3 1 2 3 2
15 - 29
ADULTS 30 – 3 2 1 0 3
59 AÑOS
ADULTS 3 2 0 0 3
GREATER-
MORE OF 60
AÑOS
RURAL
INHABITANT
S
BABIES 0 – 2 3 0 0 0 0
YEARS
CHILDREN de 3 1 2 2 0
3- 14 YEARS
TEENAGERS 3 1 1 0 1
15 - 29
ADULTS 30 – 3 2 1 0 2
59 YEARS
ADULTS 3 0 0 0 3
GREATERS-
MORE OF 60
AÑOS
KEY: 3=LARGE MARKET, 2= INTERMEDIATE MARKET, 3=
SMALL MARKET, 0= IT IS NOT A MARKET
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ANALYSIS OF OUR MARKET GOAL

Both in the urban area and the rural area we found one (3) large market, prefer liquid milk more

than powdered, between 0-2 babies and adolescents between 15-29 years but we have a market of

milk powder to the babies 0-2 years old, and in the urban area adults between 30-59 years old, and

adults over 60 years old prefer liquid milk lactose with a rating of (3) Large market

4). What marketing actions can be implemented to reach each of the segments defined for Global

Country, whether consumer or investment client.

SEGMENTATION MIX WITH THE 4 P, PRODUCT, PRICE, PROMOTION AND

PLAZA

PRODUCT- PLAZA

Here have an adequate variety of products with an excellent assortment and coverage

VARIETY

 • Liquid whole milk

 • Delayed liquid milk

 • Semi-skimmed milk

 • Milk powder

 • Flavored milk powder

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ASSORTMENT- COVERAGE

• Having a production plant located in Sao Paulo / Brazil that allows me to arrive in less time to the

store or supermarkets in large areas that need my product.

• Create an application that allows me in real time, know the need for that point of sale, so that the

owner of this point does not have to send me an email, but for this application choose the product,

its content and its quantity.

PRECIO – PROMOCIÓN

 Diseño de la caja con abre fácil, para que el consumidor no tenga que cortar, morder, si no

abre la tapa, quita el sello de seguridad y sirve la leche, y que este acompañado con una

mantequilla de 200 gramos.

 Descuento del 50% del último lunes de cada mes con tarjeta debito

PRICE - PROMOTION
• Design of the box with easy open, so that the consumer does not have to cut, bite, if you do not
open the lid, remove the safety seal and serve the milk, and that it is accompanied with a butter of
200 grams.
• 50% discount on the last Monday of each month with debit card

PRODUCT- PRICE
• Frequent customer, with certain accumulation of points you can buy a product that we want from
our product portfolio.
• Any means of payment, debit card, credit, bonds, cash, electronic payments.
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Conclusions

• Identifying the geographic, demographic, psychosocial and behavioral variables will allow me to

identify the market niche that I want to reach.

• Establish mix strategies, it will allow me to focus my product, so that when it comes to purchasing

it is my reference product.

• It is important to know the culture of a country, to understand its needs.

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Bibliography

Kotler, P. (s.f.). Fundamentos de Marketing 8. edición. Mexico: Pretince Hall México. Recuperado
el 12 de Agosto de 2018
Maldonado, J. A. (2008). Factores que influyen en la conducta del consumidor. Recuperado el 12 de
Agosto de 2018
Pinilla, A. M. (s.f.). Caso Global Country. Recuperado el 12 de Agosto de 2018