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Author
Nóbrega dos Santos, Filipe ; Mugeiro and Dianny, Cameira
Rojas Palacios, Natalia
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Abstract
This thesis aims to propose an International Marketing Plan for the company Lluch Essence in the Mexican market. This company was created in Barcelona in 1950 by José María Lluch de Grau and Alberto Lluch de Boada in the representation of manufacturing enterprises in the essential oils and aromatic chemicals industry for perfumery and food sectors. In 1992, Eva and Sofia Lluch joined the familiar company in order to expand the sales of raw materials for the flavor and fragrance industry (F&F). Afterward, in 2001 the enterprise acquired 19.000 m² for warehouse and headquarter offices in Prat de Llobregat in Barcelona. In 2014, the business made a presence in North Europe and Colombia, with a new sales office and a warehouse in the south American country (Lluch Essence, 2020).
The global F&F industry is highly competitive and concentrated. In 2018, its size was valued at around $21 billion, and it is estimated to expand at a compound annual growth rate (CAGR) of just below 5% until 2024. Asia Pacific is projected to register the highest CAGR with 6.7% and North America to 2.9%. For the upcoming years, Lluch Essence envisions an expansion in the Mexican market, due to the fact that this country is an important global player in the F&F industry (Lluch Essence, 2020).
In consequence, this thesis presents an International Marketing Plan based on the model proposed by Phillip Kotler and Kevin Lane Keller, in their book Marketing Management in 2009. According to the authors, this plan is the central instrument for directing and coordinating the marketing efforts of a company (Kotler & Keller, 2016). In this case, the marketing plan is composed of the Internal Analysis of Lluch Essence, the External Analysis of the Mexican Market, a Diagnosis using SWOT and TOWS models, which will contribute to setting objectives, segmentation, and positioning strategies.
Afterward, tactics for a product, price, promotion, and place management will be proposed applying the 4P’s model, which was first defined by E. Jerome McCarthy in 1964 and Philip Kotler defined it as “the set of controllable variables that the firm can use to influence the buyer’s response” (Kotler, 2003). Finally, a budget to carry out this plan will be projected, along with evaluation and control guidelines to ensure the success of the marketing plan to enter Mexico.
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