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Chinese Market

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Submitted By francisco89
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ANZCO Foods Limited es un multinacinal grupo dinámico de empresas que obtiene, procesa y comercializa carne de Nueva Zelanda y productos de cordero. ANZCO es uno de los mayores exportadores de Nueva Zelanda de carne vacuna y ovina en todo el mundo. El mercado chino está creciendo rápidamente. ANZCO está tratando de decidir si se debe proseguir con el mercado chino y analizar su potencial para la carne de ovino. Este caso proporciona la oportunidad de analizar un largo, fragmentado y variadamente nuevo mercado ofreciendo un potencial de crecimiento considerable.
Graham Parker, CEO de la división de cordero ANZCO, y Alan McDermott, el Gerente Agrícola, estaban sentados en la sede de la compañía en Christchurch, Nueva Zelanda. ANZCO es uno de los mayores exportadores de Nueva Zelanda, y de la comercialización de carne de vacuno y ovino en todo el mundo. Desde su fundación en 1984, se registró una ganancia operacional todos los años, excepto en uno. ANZCO ganó NZ$ 1,1 billones en ventas en 2010. La división vendió poco del producto en China y estaba ansioso por perseguir las enormes oportunidades que vieron en ese mercado.
Parker trajo considerable experiencia para la formulación de una estrategia de marketing para China. Él tiene experiencia en finanzas y muchos años en la industria. Se unió ANZCO Foods en 2001 como Gerente de Operaciones de Canterbury Meat Packers en Canterbury. Luego se convirtió en el director general de la CMP Canterbury Ltd., y, finalmente, director general de ANZCO Cordero.
Pero las decisiones no fueron fáciles. Muchos factores estuvieron implicados: ¿A qué velocidad debe ANZCO tratar de hacer crecer el negocio? Por otra parte lo que debe ser el producto, el precio, el canal y la promoción? Por último, la cantidad de la oferta de ANZCO deben enviarse a China? Esta última decisión fue limitada por la necesidad de equilibrar lo que podría hacer en China con el resto de los mercados internacionales a los que servía y la disponibilidad de valores de Nueva Zelanda. El enfoque de ANZCO fue optimizar el rendimiento general mediante el uso de diferentes precios en diferentes productos en los diferentes mercados en diferentes momentos, ya que vende la carne a su disposición.…...

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