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Chiquita Banana Essay

3742 words - 15 pages

[Name] | International Marketing Cases | October 20, 2013
[Name] | International Marketing Cases | October 20, 2013
Chiquita Banana

Chiquita Banana

Chiquita Banana Overview 2
PESTEL analysis for the European Union 2
Political: 2
Economic: 3
Sociocultural Factors: 3
Technological: 4
Legal: 4
Environmental: 5
Marketing Mix 6
Product: 6
Price: 6
Place: 7
Promotion: 7
SWOT Analysis 8
Strengths: 8
Weaknesses: 8
Opportunities: 9
Threats: 9
Internationalization Strategy and Viability 10
Chance: 11
Incoterm 12
Possible incoterms for the company 12
Solution 12
Appendix A 14
Works Cited 15

Chiquita Banana Overview
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* The EU has created a single market by standardizing laws within the member states.
* Some of the objectives of creating this union is to create a better flow on the circulation of goods, capital, people and services within the union. Once a good or service is accepted within the union it is protected from customs, taxes and import quotas as long as they remain within the union.
* Free movement of capital is intended to allow investment of properties between countries, something that could help banana growers since they can look for more fertile land in neighboring countries.
* The monetary policy is the Eurozone and is governed by the European Central Bank.

* The European Union’s GDP is ranked as number one in the world accounting for $16.58 trillion dollars.
* Export goods account for $1.687 trillion, some of the main export partners of the European union are:
* US 17.3%
* China 8.5%
* Switzerland 7.9%
* Russia 7.3%
* Turkey 4.5 %
* Food, drinks and tobacco account for 5.9%
* Import of goods account for $2.302 trillion dollars and the main import partners are:
* China 16.2%
* Russia 11.9%
* US 11.5%
* Switzerland 5.8%
* Norway 5.6%
* Food, drinks and tobacco account for 5.2% of import goods.
* The service sector is the most important one in the EU making up 69% of the GDP followed by the manufacturing industry with 28.4% GDP and agriculture for only 2.3% of GDP
* The agricultural sector is supported by subsidies from the EU and currently represents 40-50% of the EU’s total spending.

Sociocultural Factors:
* There is limited data on European children’s fruit intake, but the data shows that the average fruit intake is about 141 g per day. Fruit intake is highest in Austria and Portugal and is the lowest in Iceland and Spain.
* Girls and women consume more fruits and vegetables and boys and men do, there is no simple explanation to this but it’s believed to be because women in general are more concerned about their weight and keeping a slim fit figure.
* Children tend to eat less fruit as they age, but it’s the exact opposite with adults. Intake levels increase with age, possibly because income and knowledge increases and one becomes more aware of the benefits of good eating habits.
* Men once they are married have an increase in fruit intake. Women seem to have an impact on their husband’s fruit intake as well as the variety of fruits eaten. Women tend to handle ‘health-related’ issues more commonly than men so they tend to buy and cook more food than men.
* Children’s fruit intake levels directly correlate with how much their parents consume. But pressure to eat fruit does not positively affect children’s intake, but it is enhanced when parents are good role-models and encourage them to eat fruits and vegetables.
* People with self-efficacy tendencies have a higher fruit intake in...

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