International marketing plan to China of Segarra

Abstract

Calzados Segarra is a footwear company with 140 years of experience, a company that is synonymous with quality and guarantee. Where customers are satisfied thanks to the consistency and good products of which the shoes are composed. This is something that makes a difference, as the shoes are made of top quality products such as cowhide leather. Nowadays it is quite difficult to see that the shoes are made of this type of products, as they are usually made with synthetic products of lower cost that simulate the products of first quality. Therefore this is a differential fact that Calzados Segarra has. In this work directed exhaustively to sell our most select products to China, we have made an internal analysis of the company to know first hand how the company is inside and then an external analysis where we have seen mainly how the footwear sector is nowadays and of course we have also analysed our competitors to see how they work and we have also observed the consumer's behaviour directly. Subsequently we have established 6 objectives that will help us to achieve our purpose and also 11 actions that we are going to take in order to sell our products in China, giving priority to enter fully into the digital world, in the young market and of course investing in technological advances. Taking into account also the budgetary constraints of the company as it is an SME, we have made a calendar where we see what our actions are and for how long we will carry them out, the budget that it would cost us to carry out the actions taking into account the above mentioned and finally also a control to the objectives that we have proposed to ensure that we will achieve these objectives.