Executive Summary
Our company export product to America. The product is fish sauce. We decide to export to America. During Economic growth in America, increasing of ethnics mix in America that make the diversity consumer behavior in America because population in America are not only American. There have Asian people live there and some of them opened Asian restaurant there. It make American people know Asian food and tend the population interest in Asian food more. The most of Asian food use fish sauce for cooking. Therefore in America have some consumer need for fish sauce but all Fish sauce that destitute in America import from outside. America doesn’t have fish sauce industry. Therefore our company can satisfy consumer need of that group. That why we decide America for target country. In the side of transportation, we can use two way to transection the product to America that are the ship and air plan, but our company decide to use the ship to transection the product to America for reduce cost and safety more than other transaction. For the distribution channels include wholesalers, e-commerce websites, catalog sales, consultants, a direct sales force who sell over the phone, in person or both, dealers, home shopping networks and retailers. We decide to use distribution strategy by join the product with Walmart Company. The Walmart is number one of local shopping company in U.S.A, which also has a store in any state of U.S.A and have the delivery service for the customer who want to buy an online. This will easy for target customer to get the product.