1. By
Jason Chapa
Francesca Falcon
Laura Gonzalez
Olga Moran
Juan Torrez

2. Company Overview


3. Company Overview
continued…


4. Company/Customer
Analysis

Company Analysis
 Company is family
owned and operated
 In existence for 35 yrs.
 Relatively close to
Mexico (about 10 miles)
 Total of 10 employees

5. Company/Customer
Analysis continued…

Company Goals: Company Resources:
 Provide quality boots at  Human resources-10
a reasonable price employees
 Plan new marketing  Facility-large warehouse
strategies type building
 Market product outside
of regional area  Equipment-assortment
of large machines that
 Offer more online
services cut, sew, stich, and clean
 Expand customer base
 Increase sales every year

6. Company/Customer
Analysis continued…

Customer Analysis
 Quality of boots
 Satisfaction of
Customers
 Demographic on Target
Market
 Specialty requests are
granted, ie logos,
colors, designs

7. Competitor/S.W.O.T
Analysis
 S.W.O.T. Analysis
Competitor Analysis
Difficult to find, Current
Strong commitment,
 Competitive Advantage Quick turnaround,
website it is in English
only, No current online
Online ordering
marketing
 Competitive
Customer
Disadvantage S.W.O.T.
Internet search engine
Economy slump, Not
marketing, Advertising
being visible,
via the social networks,
Competition with other
Incentive or a discount
businesses
to attract new customers

8. Current Marketing
Programs

 Newspaper advertising
 Dissemination of Calendars with company logo
 Dissemination of pens with company logo

9. Current Marketing
Strategy

 Product  Place
 Custom fit handmade  Direct retail store
boots for men, women,
and children.
 Promotion
 Word of mouth
 Price  Website
 Specialty boots vary in  Community
prices, depending on the Involvement
materials and designs
desired.

10. Expansion into Mexico
 Foreign Customer
Foreign Country Analysis Analysis
 10 miles from the  Have a passport or Visa
Nuevo Progresso  Quality is not the same
Tamaulipas, Mexico  Opportunity to satisfy
 Income level is the foreign customer
increasing due to  Shipment of boots
NAFTA
 Increase level of
investments

11. Foreign Country’s
Marketing Plan Objectives


12. Foreign Country’s
Marketing Strategy

 Target Market – Mexico
 Product
 Focus on the interest of the Mexican culture.
 Price
 Focus on Mexico’s middle to upper class populations.
 Place
 Direct retail store and website can be utilized to reach
foreign customers.
 Promotion
 Offer promotional discounts to foreign consumers.

13. Implementation and
Control

 Attend different events  Top quality service and
(e.g. Livestock Show) products
 Community events  Suggestion box
different counties
 Analyze items on
 Distributes business monthly basis
cards, calendars, and
pens  Forming graphs

14. Implementation and
Control cont.
 200000 Sale
 Budgets and Sales Revenue
Forecasts Marketing
150000
 Budget 2013 Yearly
Total: $10,206.00 100000
Net
Income
 Sales Forecast 2013:
$145,421.00 50000
0
2010 2011 2012 2013
-50000

15. Bibliography

 Amadeo, K. (2012, February 02). Mexico's economy. Retrieved from
http://useconomy.about.com/od/worldeconomy/p/Mexico_Economy.htm
 Business Bridges. (2010). Economic Environment. Retrieved from
http://businessbridges.mx/more-on-mexico/economic-environment/
 Google. (2013). Google maps. Retrieved from https://maps.google.com
 MapXL. (2011). Mexico: Society and culture. Retrieved from
http://www.mexicomapxl.com/society-and-culture/
 Moran. (2012). Moran boots. Retrieved from http://moranboots.com
 Moran, R. (2013, February 02, 24). Interview by O Moran [Personal Interview].

16. Bibliography cont.

 Moran, C. (2013, February 02, 24). Interview by J; J Chapa; Torrez [Personal
Interview].
 Rosen, C. (2011, May 30). Rebuilding mexico's science and technology capacity. Retrieved
from http://www.scidev.net/en/features/rebuilding-mexico-s-science-and-
technology-capacity-1.html
 The Heritage Foundation. (2013). 2013 Index of Economic Freedom. Retrieved from
http://www.heritage.org/index/country/mexico
 Torres, M. (2013, February 02, 24). Interview by L; F Gonzalez; Falcon [Personal
Interview].
 World Bank. (2013, February 27). Mexico overview. Retrieved from
http://www.worldbank.org/en/country/mexico/overview

 Vargas, J. A. (2008, February 27). Mexico and its legal system. Retrieved from
http://www.llrx.com/mexicolegalsystem.htm