Caso Vivencial presentado por Daniela María Fernanda Castellanos Alfaro

Licenciatura en Administración de Negocios Internacionales. Departamento de Negocios Internacionales. Escuela de Negocios y Economía, Universidad de las Américas Puebla.

Jurado Calificador

Presidente: Dra. Elizabeth Salamanca Pacheco
Vocal y Director: Dra. Adoración Rodríguez Batres
Secretario: Mtra. Margarita Heredia Soto

Cholula, Puebla, México a 8 de mayo de 2007.

Resumen

In recent years, candles have seen a major surge in popularity around the globe, as has the craft of candle-making. Be it trend or fad, candles are in vogue.

Abril, a corporation established in Vancouver, Canada; is devoted to design, manufacture, distribute and sale handcrafted, high quality, scented candles.

In light of a previously elaborated Export Business Plan, which lacked core marketing data, a Strategic Marketing Plan was proposed to serve as filler in achieving a successful export venture, plus assuring proper positioning in the United States; a country that proves to be the ideal target market for candles.

This study focuses on comparing Abril´s past research with current market data; ultimately orquestrating a functional plan to successfully build an image for the company.

In the making of this project some limitations arise from the nature of the company´s operational methods related to the financial and economical aspects, thus making it challenging to truly build a complete scope on the strategy to be adopted.

Abril´s handcrafted contemporaneous candles are the competitive advantage that lures the costumers, who will be willing to pay premium-price in order to obtain premium-quality. Selective distribution through a wholesaler complements the strategy, along with ongoing availability and an assertive promotion strategy that will allow the company to become profitable within a competitive environment.

Castellanos Alfaro, D. M. 2007. Strategic Marketing Plan Development: Abril Candle Factory. Caso Vivencial Licenciatura. Administración de Negocios Internacionales. Departamento de Negocios Internacionales, Escuela de Negocios y Economía, Universidad de las Américas Puebla. Mayo. Derechos Reservados © 2007.