MARKET ACTION PLAN

INTERNATIONAL NEGOTIATIONS

LEIDY LILIANA MARIN POVEDA

MARIA ISABEL DIAZ PIEDRAHITA
KELLY JOHANA MEDINA RODERO
NESTOR MANUEL GARCIA HERNANDEZ

INSTRUCTOR: SANTIAGO REVUELTAS

NATIONAL LEARNING SERVICE

2.016

INTRODUCTION
Companies around the world face rapid technological change, opening markets
and aggressive competition; increasing challenges that must be overcome to
ensure their competitiveness. The manufacturing sector represents for
Colombia leather an important source of employment and foreign exchange.
With this particular research aim through the representation of our shoe
company find answers, the contribution and social , cultural , union benefit and
to apply alternative solutions for the enterprise.
You have to have creativity, vision, work hard and manage well the business.
Opportunities abound and Colombia is a large market with a growing middle
class with high consumption capacity.
OBJECTIVE MARKET
Given that the footwear industry in Canada was one of the fastest growing
industries in 2013, driven mainly by men's footwear, which increased by 5% to a
total of C $ 3.1 billion in sales.
The information is representative decision-making for export to Canada
example: GDP per capita Competitiveness Index, Population, Country Risk,
Language.
Their culture is very important to document ourselves about it, identify whether it
is a country with a culture rooted in religion, language, traditions and customs.
Geographic information representative provides much information and help us
to know the place that get into our products
Distribution channels, will help us determine how to successfully penetrate the
international market, in the distribution chain are the intermediary, the importer,
wholesalers and ultimately retailers responsible for reaching consumers.
Given the geography, topography and Canadian climate can be considered the
4 types of transport (road, rail, air and sea).
ANALYSIS OF INTERNAL ENVIRONMENT
We have developed a series of market strategies, administrative and
financial production, specially designed to objectively determine which
the best alternatives are based on previously identified and measured
external and internal critical success factors of our company.
These strategies will lead to our company from its current state to the
desired future situation. With this set of alternative strategies seek to
determine the advantages and disadvantages, compensation, costs and
benefits involved implementing each.
We have established a Mission

 Manufacturing innovative footwear for all types of customer, with the

most careful manufacturing processes involving natural leathers and raw
materials of excellent quality.
View
Being a strong and profitable company, recognized as a leader in manufacturing
and marketing of footwear for all kinds of customers with the best quality and
implementing processes and innovation designs thus obtaining an always
reliable product while maintaining competitive strategies to ensure the needs
and requirements customer.
Objectives
Analyze the current financial status and develop a projection (4) years.
Analyze process flows, to identify areas for improvement and control
mechanisms within the organization.
Analyze and program strategies that allow us to minimize risks.
Purpose
The project aims to design a strategic plan for the shoe company, which
develops tools that allow us to enter the US market and implementation of
strategies.
Corporate principles
The respect for people as essential elements that allow the operation of the
company.
The characteristic of the human group ethical values are honesty, integrity
and justice, values that are in accordance with the objectives.
Quality has become a permanent challenge, based on commitment and
responsibility, considering that our product is aimed at a demanding
economic sector and are customers who define quality in terms of reliability.
Competitiveness, because the market is increasingly demanding about
quality standards, every day is necessary to offer better service and product
that meets the needs of consumers.
STRATEGIES
Marketing strategies: Marketing Analyze the area to identify customers and their
average frequency, number of pairs bought throughout the year 2,015
Designing a monitoring tool and loyalty that will improve the relationship with
current customers.
Develop new products according to the cycles of fashion trends and market
demands in two collections each year.

Perform a market study to identify direct competitors, customer profile and

target market through a research project manager.
Pricing Strategies:
The export price is one of the most important in promoting exports, to face
competition in international trade and financial viability assessment factors.
Strategies for price proposals are:
The aim of this strategy is to enter the market with a low price to capture market
share.
Position the product differently according to the client group.
Management Strategies:
Maintain constant training programs in direct labor in response to a product
developed with technical and quality in the first half of 2009.
Restructure the institutional framework of the company (vision, mission,
principles and corporate values) to guide towards the new strategic plan; during
the first half of 2009
Design of the functions and procedures of the various department of the
company (interviews, testing, selection, orientation, training, development,
evaluation, promotion).
Production Strategies:
Strategic alliance with the company Stivaly Ltda, as a satellite for use of
installed capacity and the production plant is idle at certain times; second half of
2009 and first of 2010.
Implement Cost Accounting Program, Management Approach and Management
to controlinventories of raw materials and finished product, which will run from
2010
Diagramming the process flow of the production area and formats control,
processing plant design; in 2009.
Financial Strategies:
Perform a financial analysis with ratios and financial indicators as liquidity,
indebtedness, Vertical and Horizontal Analysis to identify the current situation of
the company and project in the short, medium and long term.

ANALYSIS OF INTERNATIONAL ENVIRONMENT

World trade is handled by multinational companies that own major brands.
Product development, marketing and promotion are the priority areas; while
physical production has been left for countries with greater availability of
infrastructure, financial stability, discipline and / or low labor costs. The most
significant changes have been in terms of geographical distribution,
Colombia is an important step in the global context by their factor endowments
(geostrategic position, territory, population size, biodiversity, quality of its human
talent) country.
RISK FACTOR'S
International trade is a business risk or reward. There may be more pay,
logistical risks, regulators and politicians when dealing with customers and
suppliers abroad. However, we will see the reward if we develop a competitive
global supply chain, managing to penetrate profitable export markets with
quality products and services while successfully manage the increasing risks.
Political risks are more difficult to treat. There are many types of political risks. A
good place to check is that most of them are covered by insurance policies
offered political risk by Export Development Canada to Canadian exporters.
The most important export when risks are:
Plaza, Diving blindly, financial risks, political risks, Product Selected, long-term
operations, currency risk, country risk, commercial risk, Risk Bank
How to reduce the risks in exports to Canada.
Reducing the possibility of making a bad deal must define markets where to go,
decision of great strategic implications and at the same time very complex,
because the decision must be given the resources and capabilities of the firm,
Already having clear our target market (Canada), in addition to cost information,
availability of resources, future prices, competitors, market conditions,
technology and estimated sales, we must evaluate the commercial risk. This
means knowing the credit history and ability to pay the customer to which we
sell.
To find out if the client is a good payer, you should investigate if their suppliers
have no unpaid letters, banks overdue loans inform us or your customers
stopped paying their bills and not if state enterprises report of unpaid debt. All
this information will show on the payment capacity of the client company, in
addition to acceptable indicators of profitability, solvency and liquidity in its
financial statements.

Strategies to minimize risks in export.

Knowing the buyer.
Analyze forms of payment
Protect accounts receivable
Getting adequate funding
Have the right papers

 Establish temporary strategic alliances.