Strengths

1. All the sales are made on LC basis which is one of the

most trusted ways to do international trade-I
2. Currency denomination used is USD-E
3. Good relationship with transporters , hence negotiation
Weakness
was possible- I
1. Operational Location : Demography-E
4. Has a food sales broker-I
2. Kind of product : Perishability-I
5. Sales in Japan and Europe have increased over years
6. Open to experimentation in US markets-I
7. Diversification and Innovation-I

Opportunity Threat
1. Can diversify the product line and depth-I 1. Price and local vendors-I
2. Korea is an opportunity if prices can be improved-I 2. Trade laws and Restrictions-E
3. Quality standards-I
Impact of culture on international marketing strategy

Shift in production from Canned chillies to

canned grapefruit. Change of taste. Cans
Construct had to change. Japanese had a sweet
Change in culture, difficult to sell directly to tooth
consumer market

Quality standards demanded in Japan is

stringent. Hence cans were imported from
Text Text
Florida

Text

Quality standards demanded in Japan is

stringent. Hence cans were imported from
Florida
Marketing Mix for AI

1. Product
Canned Grapefruit
Canned Strawberries
Cucumber pickles
2. Place : US, Germany, Korea, Japan
3. Price : Premium
4. Promotion : Do not put labels on the cans transported
Marketing environ makes International Business Micro Environment
different from the domestic business

Difference in Political and Legal Structure

Difference in Currency Units
Difference in Language
Difference in Marketing Infra
Trade Restrictions
High Cost of Distance
Competitors - Mexico, Israel, South Africa
Suppliers- Cans- Florida,
Intermediaries- World Food Sales- US market and
the logistics Company
Customers- Japan, Korea, Germany

Macro Environment

Political
Economic
Social
Tech
Requirement

Repeat customers
Delivery of best quality product
International Expansion
Timely delivery
Cash on Perishable and seasonal deliveries as well- Can save on
these

Recommendations
1. Approach market with lesser CAGE distance.
2. Cans imported from Florida is increasing the cost. If can set
a manufacturing unit in Florida and transport the cans
directly from Florida to Japan
3. Price is high because of high transportation cost. This can
be reduced if warehouses are set up in the destination and
larger quantities are transported in a single shipment.
4. Timely discussion and before hand knowledge of demand
will help prevent cases of ruined products.