Marketing planAsphalt zipperASPHALT ZIPPERProductTimeMoney SWOT ANALYSIS: StrengthsAffordableEasy to operateSaves moneyMeets any asphalt workMore work in less timePortableEasy to mountSWOT ANALYSIS: WEAKNESSESNo reputation in LALack of international networkLack of international supply chainsNo representative in foreign marketsNo meeting LA quality standardsSWOT ANALYSIS: opportunitiesHigh road construction activityFTAs Buyers are priced-orientedValue of U.S. productsGrowing markets

SWOT ANALYSIS: threatsStronger competitors Expensive exchange ratePotential to layoff peruPositive economic outcome and growLearn the way Peruvians do businessConstruction boomchileLeader in human developmentU.S. FTA eliminates 90% tariffsChileans are formal and friendlyExpected grow of 8% in 2015colombiaEconomic boom spite of past issuesUnemployment higher than 9%Strong industriesEntry Mode: Exporting (pros)Control over marketGood feedback communicationProtect intangible and intellectual propertyGreater sales and profitsEntry Mode: Exporting (cons)High riskTime to find buyers and salesLong time-to-marketSafety and control issuesCompetitive environmentMain competitorsBrandPresence in marketCaterpillarStrongVolvoStrongOthersMedium to strongTarget marketConstruction equipment distributors:Know the market Reputation among end-usersHave contacts

Marketing objectivesIncrease market share from 0 to 15% by the end of the fiscal year 2020Earn 10% ROI by the end of the year 2017Increase total company sales (local and foreign) by 25% by the end of the fiscal year 2020

Marketing Strategies

Product StrategiesMarketing StrategiesPromotion StrategiesWebsiteMarketing brochureInternet marketingPersonal selling

Marketing StrategiesPricing StrategiesConsider elements that affect priceNot too high or too lowLooking at competitorsProduct itselfWhat customers value

Penetration Pricing StrategyMarketing StrategiesDistribution StrategiesMultiple optionsSingle or multiple channelsFocus on end-users needsQuick access to end-users

Marketing StrategiesDistribution Strategies (cont.)

Comparison of Major ChannelsMarketing StrategiesDistribution Strategies (cont.)Multiple optionsSingle or multiple channelsFocus on end-users needsQuick access to end-usersContact with customers

Distributor/Sales RepresentativeDistributor(pros)Easy to access marketsAvoids trade-related issues and logisticsEasy to introduce new brandCost savingAvoids currency-related issuesDistributor(cons)Heavy discounts and creditNo control over marketing and priceEasy to introduce new brandFees and cost for marketing mixCRITERIA TO CHOOSE AND EVALUATE DISTRIBUTORReputation in foreign marketsCompetitive outlook Expectations of both partiesKnowledge of key end-users, established reputation and distribution networkKnowledge of regulations and proceduresMarketing strategiesFrom port to destination

OaklandCallaoSan AntonioBuenaventuraPackagingPrevent from money lossStrengthen relationshipProtect from rust, steal, etc

DocumentationBill of Lading, commercial invoice, export declaration, etcMust be preciseVaries depending on the destinationFreight forwarder

Freight forwarderAdvisement on prices, costs, fees, insurance, etcHelp with packagingReserve space on shipHelp with customs

Marketing RECOMMENDATIONSLearn foreign business protocols, and how to say thingsForeign distributors, and later on franchise or official rep. Comply ISO 9001 certificationAttend international trade fairsChoose distributor with vast connectionsDistributor in central locations or multiple distributors in multiple citiesOffer online service through Spanish website to increase awareness, target market and feedbackIncentives to distributors

Marketing RECOMMENDATIONSProvide cost insurance and freight pricing at the beginningInternet as marketing and PR tool Branded marketing materials with testimonials and Asphalt Zipper experienceFree customer supper to end-users by social media, phone or emailPenetration pricing strategyTracking system and measurement for marketingEvaluate and choose distributor based on established criteria