Once the Huelva agri-food company has concluded the process of strategic reflection, setting its objectives at the international level, identifying its priority markets and strategies for its internationalization, it must initiate an operational planning process that will specify specific commercial, marketing, and promotional actions. , oriented to the scope of said objectives. Click here for more details:- promotional products Sydney.

Marketing Mix.

The so-called marketing mix encompasses a set of tools at the service of companies to achieve the objectives of positioning in a given market. These tools are known, for their acronym in English, as ‘the four P’ of marketing: Product, Price, Place (Place in English) and Promotion. For a marketing strategy to be efficient and effective, it is considered necessary for there to be coherence between them.

To complete the marketing strategy, it is advisable to keep in mind also the people to whom we are going, the production processes and the presentation of our products.

International Marketing Mix.

The marketing mix can be projected or oriented towards the international market, adapting the variables that comprise it:

Exportable Product.

The selected products that make up the exportable offer of the Huelva agri-food company will be the critical element in the international marketing mix, since they will determine the rest of the factors, such as the price, distribution and communication and promotion actions that companies must carry out to encourage its external marketing.

From the point of product differentiation, it is advisable that the presentation of the exportable offer be made in such a way that the attributes of the product are highlighted, according to the preferences of the recipients in the external target markets, whether the final consumer or the importer /distributor. Also, it will be necessary to comply with the legal requirements for consumer information and packaging required by the authorities of the destination market.

  • Level of knowledge of the product by international consumers.
  • Local or foreign competition and level of perceived differentiation of agrifood products of Huelva companies.
  • Purchasing capacity of consumers.
  • Subjective limits that the consumer establishes. That is, for any product, although this is of exceptional quality, consumers often develop a subjective limit above which they would not buy the product. Likewise, the consumer associates a minimum price limit with a desired quality, below which, subjectively, they attribute a lower quality to the products.

Knowing the prices of the competition in the different target international markets will contribute to the agro-food companies in Huelva, a real criterion to assess the competitiveness of their products in those markets.

Price.

It is advisable to determine the price of the products that make up the exportable supply in the new foreign markets of destination, analyzing a series of factors and not just observing and comparing the prices of similar products at destination. The factors to analyze are the following:

Objective or quantitative factors . They are the different direct and indirect costs in which the company will incur from production until the product reaches the international consumer. Among others, they identify:

  • Production costs.
  • Cost of adaptation of the product.
  • Logistic costs
  • Customs tariffs and other fees, if applicable.
  • Various insurance.
  • Promotional costs, if applicable.
  • Desired margin.

Distribution.

The distribution policy designed by the Huelva agri-food company focused on international markets will take into account the logistics, the distribution channel and the communication policy.