Marketing Plan Shrimp ExportationFrom MOZAMBIQUE TO JAPAN

contents Mozambique Market Situation Objectives Current Japanese Market Target & Segment Distribution Channel Product promotion SWOT Analysis Control

Mozambique Market Situation Mozambique is located in east coast of Southern

Africa.

It’s economy is based largely on: Agriculture, Fishery Oil & Gas* Chemical Manufacturing, Coal* Aluminum Heavy Minerals Tourism

*Some Japanese company's are investing in this industry

Cont.Fishery economy

total production estimated at about 138 thousand tons (2008)

shrimp represents 80% of fishery’s exportation, contributing for around USD76 million in value of annual exports.

79% are shallow water shrimps.

Cont.• Mozambique has been exporting shrimps for different

countries including US and European Union

Sea food Exportation

Objective Expand our business in Japan

To be among the top 10 shrimp exporters in Japan within 5 years

Strength relationship between Japan and Mozambique

Current Japanese Market Based on the total volume of world imports, the

shrimp market can be divided into three main players: United States, Japan and European Union

The Japanese market is the second most consumers of shrimp.

Heavy users are: Restaurants Householders Industry for instant noodles or certain types of

cooking.

Current Japanese MarketMajor shrimp Exporters

Current Japanese Market The major part of this exporters supplies aquaculture

shrimps. High production cost.

Osaka, Kyoto and Kobe are the major consuming regions.

In average, householders in Japan consume 4.047 kg of shrimp.

The consumption grows significantly in throughout Japan during national holiday periods such as the Golden Week, Obon festival and summer parties and end of the year.

Target and SegmentationTarget Restaurants, Hotels and householders

Segmentation At the beginning we will focus on

restaurants and hotels located in Osaka, Kyoto, Kobe and Tokyo. (why?)

Distribution Channel Current Distribution System

Distribution channel Distribution System

Warehouse

E--retailersHousehold

Distribution ChannelDistribution Channel For Hotels and Restaurants (direct selling

model) Selling directly to restaurants and hotels will

maximize our profits, eliminate distributors and retailers from acting as intermediate, and take care of our processing and marketing.

For householders, the distribution channel will be E- Retailers. E.g. Amazon, barticrom.

Product promotion Lack of capital for advertisement on TV, Radio or

Newspaper

The best way to reach a greater number of consumers without spending a lot of money is to use the internet as our marketing media

Social Media networks and website will be used to reach the online audience

Face –to-face Marketing

Pamphlet/ leaflet in public area. E.g. Stations.

SWOT

Strengths Experience exporting shrimps to large market

size such as US and European Union

Capacity to supply large quantity of shrimp;

Geographic location/ position in exporting 7 among 10 Mozambican provinces are

located near the Indian Ocean

Strengths

Low production cost 79% of shrimps exported are shallow water shrimps

Low labor cost Low price compared to Japan and competitors

High quality Diversified shrimps 70% of Shrimp exported is Large size, 30% Medium.

The current Japanese market supply medium, small size and rarely large size.

Weaknesses No previous experience in Japanese market.

Lack of brand awareness

Language barrier

Business culture differences

Limited capital for promotional and research activities

Lack of advanced production technology

Opportunities Japan is a great potential market:

Second major country importing Shrimps, after US.

Shrimp is the most widely consumed seafood product

Restaurants and Hotels has a preference for large size shrimp.

From last five years, Japan has been expanding its business in Mozambique.

Opportunity Steady increase in consumption Increasing demand high price for shrimp

http://asia.nikkei.com/Business/Trends/Japan-s-shrimp-imports-to-fall-10

Threats Large number of competitors

Limited shelf space

Governmental regulation Quality control Procedures Restrictions to new entries

Control To monitor the plan

Monthly sales and expenses to compare with marketing plan

SERVQUAL conducts surveys to customers

price comparison with competitors

Thank you

Q&A