Importar iates

INTERNATIONAL TRADE MANAGEMENT
Marketing Plan

Company: West Bay Sonship (www.west-bay.com)
Product: Yacht 63 Pilothouse/ 84 Pilothouse
Target Country: Brazil
Target Customer: People with high purchasing power (upper class consumer)
Name: Daniel Renato Schlindwein

Table of Contents

Executive Summary 3 Description of product 4 Rationale for Selection of country and/or Market 9 Market Entry Rationale 11 Legal/Political/Cultural Impact 12 Pricing/Promotion Mechanisms 13 Logistics Mechanisms 15 Conclusion and Action Plan 16 Bibliography 17

Executive Summary

West Bay Sonship is a family business founded in 1967 and is builder of semi-custom luxury yachts made in fiberglass. The boats of the company made Sonship earn the reputation of excellence in marine construction and services. The company is located in the south arm of the Fraser river in Delta, British Columbia, Canada.
“Through quality, commitment and service, we proudly bring to life the yachting dreams of our customers.” This is the mission of the company.
Semi-retired, Ben & Leidy Vermeulen remain active in the company as founders with Ben Vermeulen serving as chairman of the board of directors. Wes Vermeulen, Ben and Leidy’s eldest son, is president with the additional responsibilities of overseeing select brokerage and new yacht sales. Bas Vermeulen, Ben and Leidy’s younger son, is vice president in charge of production and product development. Lynda Vermeulen, Wes’ wife, specializes in interior design. Danny Kilberg, the Vermeulen’s son-in-law, is in charge of design and engineering and Shipyard Service work.
Sonship complex includes over 100,000 sq. ft. of climate-controlled design, and production space on 6.5 acres of land, with a full service shipyard including concrete floats, a floating boathouse, and a 200-ton marine ways.
Looking for exports, one possibility of business in Brazil was sight. The Brazilian upper class, called AAA class, is growing in a speed