小天鵝火鍋底料出口墨西哥營銷計(jì)劃書

小天鵝火鍋底料出口墨西哥營銷計(jì)劃書品牌簡介重慶小天鵝投資控股（集團(tuán)）有限公司始創(chuàng)于1982年，在全國及海外有著廣泛的美譽(yù)度和知名度?；疱伿笃放?，火鍋底料十大品牌，中國馳名商標(biāo)，中國優(yōu)秀特許品牌，中國私營企業(yè)500強(qiáng)，中國影響力連鎖企業(yè)，中國餐飲百強(qiáng)企業(yè)，大型多元化投資控股集團(tuán)。公司始終堅(jiān)持“誠信經(jīng)營,創(chuàng)新發(fā)展”的企業(yè)精神,經(jīng)過26年發(fā)展已成為集餐飲服務(wù)、賓館旅游、房地產(chǎn)開發(fā)、物流配送、文化創(chuàng)意以及新農(nóng)村龍頭企業(yè)等多行業(yè)為一體的跨國集團(tuán)2005年，重慶“小天鵝”被國家工商總局商標(biāo)評審委員會認(rèn)定為“中國馳名商標(biāo)”，同時(shí)也是中國西部榮獲的第一個(gè)服務(wù)類中國馳名商標(biāo)。二、市場調(diào)研分析國內(nèi)市場分析競爭企業(yè)品牌，在重慶火鍋底料的品牌較多，其中比較有名的是德莊，秦媽等大品牌。所以在重慶市場上，小天鵝的底料競爭較大，在國際大市場中重慶火鍋底料的出口很少。（二）墨西哥市場分析氣候特點(diǎn)：墨西哥地形復(fù)雜，墨西哥高原居中，兩側(cè)為東西馬德雷山，以南是新火山山脈和南馬德雷山脈，東南為地勢平坦的尤卡坦半島，沿海多狹長平原高原使得墨西哥有熱帶雨林氣候、地中海氣候、溫帶大陸性氣候、熱帶草原氣候、熱帶沙漠氣候。除了沿海平原為熱帶、亞熱帶的高溫區(qū)外，其余部分年平均氣溫都在20℃上下，終年四季如春，有“溫和高原”之稱。墨西哥沿海和東南部為熱帶雨林氣候，全年高溫多雨。氣候濕熱。中部高原為草原氣候。全年高溫干濕季分明，同樣具有濕熱的特點(diǎn)。而墨西哥的居民、主要城市多分布在海拔1000－2000米氣候宜人的高原地區(qū)。所以在大多數(shù)墨西哥居民生活的地區(qū)有明顯的跟重慶相似的濕熱的特點(diǎn)。這一氣候特點(diǎn)使得墨西哥人跟重慶人一樣口味偏辣，同樣這種氣候也適合吃辣。為重慶火鍋進(jìn)入市場提供了便利條件。墨西哥人的性格特點(diǎn)：墨西哥人喜歡喝酒，跳舞.，喜歡開PARTY，喜歡吃辣的食物。性格都很直爽。墨西哥人喜歡群體活動，家庭也是大家庭，喜歡享受生活。而在重慶吃火鍋講究的就是大家在一起的氣氛。在性格方面，墨西哥人跟重慶人一樣豪爽，喜歡熱鬧，喜歡朋友在一起的熱鬧氛圍。這就為火鍋的傳入奠定了好的氛圍基礎(chǔ)。墨西哥人的口味特點(diǎn)：眾所周知，辣椒起源于中南美洲熱帶地區(qū)的墨西哥、秘魯?shù)鹊兀?492年辣椒從新大陸傳播到歐洲，1583—1598年傳入日本，17世紀(jì)許多辣椒品種傳入東南亞各國。所以墨西哥飲食特點(diǎn)：以重口味為主，口感偏向酸和辣。在這一點(diǎn)上墨西哥人跟重慶口味有相似的部分。綜合以上對墨西哥市場的了解中可以看出無論是墨西哥的氣候，居民性格特點(diǎn)還是墨西哥人民的偏好，可以得出重慶的小天鵝火鍋底料在墨西哥有很大的市場需求。三、SWOT分析（一）優(yōu)勢(Strengths)收購兼并整合的管理能力和資本運(yùn)作能力，產(chǎn)品的價(jià)格具競爭優(yōu)勢，生產(chǎn)設(shè)備新，產(chǎn)品質(zhì)量不斷提高，原料基地的獨(dú)特環(huán)境和規(guī)模優(yōu)勢，成本仍有下降空間。且墨西哥人喜歡喝酒，跳舞.，喜歡開PARTY，喜歡吃辣的食物。性格都很直爽。墨西哥人喜歡群體活動，家庭也是大家庭，喜歡享受生活。而在重慶吃火鍋講究的就是大家在一起的氣氛。在性格方面，墨西哥人跟重慶人一樣豪爽，喜歡熱鬧，喜歡朋友在一起的熱鬧氛圍。這就為火鍋的傳入奠定了好的氛圍基礎(chǔ)。（二）劣勢(Weaknesses)直銷網(wǎng)絡(luò)的建設(shè)剛起步，目前的銷售仍主要集中于老客戶，銷售過分依賴數(shù)量不多的中間商。初步進(jìn)入墨西哥市場，市場信息的收集和分析缺乏規(guī)范化，銷售管理有待改善。產(chǎn)品品質(zhì)仍較“大眾化“，檢測手段較單一，還不能夠滿足大食品商等特定用戶的品質(zhì)要求（三）機(jī)會(Opportunities)眾所周知，辣椒起源于中南美洲熱帶地區(qū)的墨西哥、秘魯?shù)鹊兀?492年辣椒從新大陸傳播到歐洲，1583—1598年傳入日本，17世紀(jì)許多辣椒品種傳入東南亞各國。所以墨西哥飲食特點(diǎn)：以重口味為主，口感偏向酸和辣。在這一點(diǎn)上墨西哥人跟重慶口味有相似的部分。（四）威脅(Threats)墨西哥特色美食豐富，人們習(xí)慣了當(dāng)?shù)氐闹朗?，對于才進(jìn)入的火鍋還不了解，可能人們會有排他性。四、STP戰(zhàn)略分析市場細(xì)分：由于墨西哥市場上人們口味的偏好不同，客觀上形成不同的細(xì)分市場。根據(jù)不同偏好，火鍋底料主要分為三個(gè)系列：香辣系列，海鮮系列和高湯系列，人們可以根據(jù)自己喜歡的口味選擇火鍋底料。這三個(gè)系列下面具體的產(chǎn)品有麻辣火鍋料、秘制香辣料、香辣一品鍋，海鮮清湯，白湯、大骨湯、等專用高湯料。目標(biāo)市場：家庭、火鍋餐廳。由于中式火鍋在國外賣的價(jià)格普遍比較昂貴，貨物出口合同(SalesContract)編

號（No.）

：NO.88888簽約地點(diǎn)（Signed

at）

：重慶市渝中區(qū)陜西路四巷日

期（Date）

：2013.12.25賣方（Seller）

：重慶小天鵝股份有限公司地址（Address）

：重慶市渝中區(qū)陜西路四巷電話（Tel/p>

：傳真（FaX）

：33333333電子郵箱（E-mail）

：123659875@163.com買方（Buyer）

：

墨西哥食品股份有限公司地址（Address）

：墨西哥城電話（Tel）

：ooooooo傳真（FaX）

：66666666電子郵箱（E-mail）

：

698754264@163.com買賣雙方經(jīng)協(xié)商同意按下列條款成交：The

undersigned

Seller

and

Buyer

have

agreed

to

close

the

following

transactions

according

to

the

terms

and

conditions

set

forth

as

below：1.貨物名稱（Name）：小天鵝火鍋底料,規(guī)格和質(zhì)量

（Specifications

and

Quality

of

Commodity）：120g/180g/200g2.

數(shù)量（Quantity）：200,000,000包3.

單價(jià)及價(jià)格條款

（Unit

Price

and

Terms

of

Delivery）

：120g:18RMB/每包180g:22RMB/每包200g:25RMB/每包（除非另有規(guī)定，“FOB”、“CFR”和“

CIF”均應(yīng)依照國際商會制定的《XXXX年國際貿(mào)易術(shù)語解釋通則》（INCOTERMS

2000）辦理。）The

terms

FOB,CFRor

CIF

shall

be

subject

to

the

International

Rules

for

the

Interpretation

of

Trade

Terms

（INCOTERMS

2000）

provided

by

International

Chamber

of

Commerce

（ICC）

unless

otherwise

stipulated

herein.）4.

總價(jià)

（Total

Amount）：1300,000,000RMB5.

允許溢短裝（More

or

Less）：

10%.6.

裝運(yùn)期限（Time

of

Shipment）：收到可以轉(zhuǎn)船及分批裝運(yùn)之信用證20天內(nèi)裝運(yùn)。Within

20

days

after

receipt

of

L/C

allowing

transhipment

and

partial

shipment.7.

付款條件（Terms

of

Payment）：買方須于2014.01.15前將保兌的、不可撤銷的、可轉(zhuǎn)讓的、可分割的即期付款信用證開到賣方，該信用證的有效期延至裝運(yùn)期后10天在中國到期，并必

須注明允許分批裝運(yùn)和轉(zhuǎn)船。By

Confirmed，

Irrevocable，

Transferable

and

Divisible

L/C

to

be

available

by

sight

draft

to

reach

the

Seller

before

2014.01.15

and

to

remain

valid

for

negotiation

in

China

until

10after

the

Time

of

Shipment.

The

L/C

must

specify

that

transshipment

and

partial

shipments

are

allowed.買方未在規(guī)定的時(shí)間內(nèi)開出信用證，賣方有權(quán)發(fā)出通知取消本合同，或接受

買方對本合同未執(zhí)行的全部或部份，或?qū)σ虼嗽馐艿膿p失提出索賠。The

Buyer

shall

establish

a

Letter

of

Credit

before

the

above-stipulated

time，

failing

which，

the

Seller

shall

have

the

right

to

rescind

this

Contract

upon

the

arrival

of

the

notice

at

Buyer

or

to

accept

whole

or

part

of

this

Contract

non

fulfilled

by

the

Buyer，

or

to

lodge

a

claim

for

the

direct

losses

sustained,if

any.8.

包裝（Packing）：袋裝9.

保險(xiǎn)（Insurance）：按發(fā)票金額的90%投保貨物安全險(xiǎn)，由賣方負(fù)責(zé)投保。Covering

90

Risks

for110%

of

Invoice

Value

to

be

effected

by

the

buier10.

品質(zhì)/數(shù)量異議

（Quality/Quantity

discrepancy）：如買方提出索賠，凡屬品質(zhì)異議須于貨到目的口岸之日起30天內(nèi)提出，凡屬

數(shù)量異議須于貨到目的口岸之日起15天內(nèi)提出，對所裝貨物所提任何異議于保險(xiǎn)

公司、輪船公司、其他有關(guān)運(yùn)輸機(jī)構(gòu)或郵遞機(jī)構(gòu)所負(fù)責(zé)者，賣方不負(fù)任何責(zé)任。In

case

of

quality

discrepancy，

claim

should

be

filed

by

the

Buyer

within

30

days

after

the

arrival

of

the

goods

at

port

of

destination，

while

for

quantity

discrepancy，

claim

should

be

filed

by

the

Buyer

within

15

days

after

the

arrival

of

the

goods

at

port

of

destination.

It

is

understood

that

the

Seller

shall

not

be

liable

for

any

discrepancy

of

the

goods

shipped

due

to

causes

for

which

the

Insurance

Company，

Shipping

Company，

other

Transportation

Organization

/or

Post

Office

are

liable.11.

由于發(fā)生人力不可抗拒的原因，致使本合約不能履行，部分或全部商品

延誤交貨，賣方概不負(fù)責(zé)。本合同所指的不可抗力系指不可干預(yù)、不能避免且不

能克服的客觀情況。The

Seller

shall

not

be

held

responsible

for

failure

or

delay

in

delivery

of

the

entire

lot

or

a

portion

of

the

goods

under

this

Sales

Contract

in

consequence

of

any

Force

Majeure

incidents

which

might

occur.

Force

Majeure

as

referred

to

in

this

contract

means

unforeseeable，

unavoidable

and

insurmountable

objective

conditions.12.

仲裁（Arbitration）：因凡本合同引起的或與本合同有關(guān)的任何爭議，如果協(xié)商不能解決，應(yīng)提

交中國國際經(jīng)濟(jì)貿(mào)易仲裁委員會墨西哥分會。按照申請仲裁時(shí)該會當(dāng)時(shí)施行的仲裁

規(guī)則進(jìn)行仲裁。仲裁裁決是終局的，對雙方均有約束力。Any

dispute

arising

from

or

in

connection

with

the

Sales

Contract

shall

be

settled

through

friendly

negotiation.

In

case

no

settlement

can

be

reached，

the

dispute

shall

then

be

submitted

to

China

International

Economic

and

Trade

Arbitration

Commission

CIETACShenzhe

Commission

for

arbitration

in

accordance

with

its

rules

in

effect

at

the

time

of

applying

for

arbitration.

The

arbitral

award

is

final

and

binding

upon

both

parties.13.

通知（Notices）：所有通知用英文文寫成，并按照如下地址用傳真/電子郵件/快件送達(dá)給各方。如果地址有變更，一方應(yīng)在變更后15日內(nèi)書面通知另一方。All

notice

shall

be

written

in

english

and

served

to

both

parties

by

faX/e-mail

/courier

according

to

the

following

addresses.

If

any

changes

of

the

addresses

occur，

one

party

shall

inform

the

other

party

of

the

change

of

address

within15days

after

the

change.14.

本合同為中英文兩種文本，兩種文本具有同等效力。本合同一式

2

份。自雙方簽字（蓋章）之日起生效。This

Contract

is

eXecuted

in

two

counterparts

each

in

Chinese

and

English，

each

of

which

shall

be

deemed

equally

authentic.

This

Contract

is

in2copies

effective

since

being

signed/sealed

by

both

parties.The

Seller：

The

Buyer：賣方簽字：

買方簽字匯票BILLOFEXCHANGE憑不可撤消信用證DrawnIrrevocableL/CUnder25th,December,2013No.11231日期Date25th,Jur，2014支取PayableWithinterest@1%按息付款號碼匯票金額重慶No.9900Exchangeforchongqing見日后(本匯票之副本未付)付交票sightofthisFIRSTofExchange(SecondofatbankofchngqingExchangeBeingunpaid）Paytotheorderof1300000000RMBthesumof

此致LittleSwanCO.,LTDTo何永智商業(yè)發(fā)票LittleSwanCO.,LTD.FourLaneRoad,YuzhongDistrict,ShaanxiTELAX:33333333

COMMERCIALINVOICE

TO:MexicoFoodCo.,Ltd.INVOICENO：11231INVOICEDATE:25th,December,2013S/CNO.:9900S/CDATE:23th,December,2013

MarksandNumbersNumberandkindofpackageDscriptionofgoodsQuantityUnitPriceAmount123

LittleSwanpotbottommaterial

200000000200000000200000000

18RMB22RMB25

RMB

Total:SAYTOTAL:1300000000RMB

LittleSwanCO.,LTD.何永智

裝箱單LittleSwanCO.,LTD.FourLaneRoad,YuzhongDistrict,ShaanxiTELAX:33333333

PACKINGLIST TO:MexicoFoodCo.,Ltd.INVOICENO.:11231INVOICEDATE:_25th,December,2013_________S/CNO.:9900FROM:_Chongqing____________TO:MexicoLetterofCreditNo.:090OLDateofShipment:25th,December,2013

MarksandNumbersNumberandkindofpackageDescriptionofgoodsQuantityPACKAGEG.W.N.W.Meas

123LittleSwanpotbottommaterial

200000000200000000200000000BagsBagsBags

120g180g200g

Total:SAYTOTAL:1300000000RMBApplicationforIssuingL/CTO:MEXICOBANKBeneficiary(fullnameandaddress)Mexicocity,

LittleSwanCO.,LTD.FourLaneRoad,YuzhongDistrict,ShaanxiL/CNO.XXXXXXXXXXX

Ex-CardNo.

ContractNo.GDS88888Dateandplaceofexpiryofthecredit

MAR.30,2013ATchongqingPartialshipmentsOallowedOnotallowedTransshipment

Oallowed

OnotallowedOIssuebyairmailOWithbriefadvicebyteletransmission

OIssuebyexpressdelivery

OIssuebyteletransmission(whichshallbetheoperativeinstrument)Loadingonboard/dispatch/takinginchargeat/fromSHANGHAIPORT

NotlaterthanMAR.10,2001

fortransportationtoOSAKA,JAPANAmount(bothinfiguresandwords)

USD26520.00

SAYUSDOLLARSTWENTYSIXTHOUSANDFIVEHUNDREDANDTWENTYDescriptionofgoods:100PCTRAYONDISHCLOTH

30SX30S/56X54/45X45CM

2PLY

CIFBUSAN

CHINAORIGINCreditavailablewith

ObysightpaymentObyacceptanceObynegotiation

Obydeferredpaymentat

againstthedocumentsdetailedherein

Oandbeneficiary’sdraftfor100%oftheinvoicevalue

at

sight

onMexicoOFOB

OorothertermsOCFROCIFDocumentsrequired:(markedwithx)(X)SignedCommercialInvoicein5copiesindicatinginvoiceno.,contractno.(X)FullsetofcleanonboardoceanBillsofLadingmadeouttoorderandblankendorsed,marked"freight()tocollect/()prepaid(X)showingfreightamount"notifyingACCOUNT()AirWaybillsshowing"freight()tocollect/()prepaid()indicatingfreightamount"andconsignedto_________.()Memorandumissuedby_________________consignedto__________(X)InsurancePolicy/Certificatein3copiesfor110%oftheinvoicevalueshowingclaimspayableinChinaincurrencyofthedraft,bankendorsed,covering()OceanMarineTransportation/()AirTransportation/()OverLandTransportation)AllRisks,WarRisks.(X)PackingList/WeightMemoin3copiesindicatingquantity/grossandnetweightsofeachpackageandpackingconditionsascalledforbytheL/C.()CertificateofQuantity/Weightin2copiesissuedanindependentsurveyorattheloadingport,indicatingtheactualsurveyedquantity/weightofshippedgoodsaswellasthepackingcondition.(X)CertificateofQualityin3copiesissuedby()manufacturer/(X)publicrecognizedsurveyor/()(X)Beneficiary’scertifiedcopyofFAXdispatchedtotheaccounteeswith3daysaftershipmentadvising(X)nameofvessel/(X)date,quantity,weightandvalueofshipment.()Beneficiary’sCertificatecertifyingthatextracopiesofthedocumentshavebeendispatchedaccordingtothecontractterms.()ShippingCo’sCertificateattestingthatthecarryingvesselischarteredorbookedbyaccounteeortheirshippingagents:(X)Otherdocuments,ifany:

a)CertificateofOriginin3copiesissuedbyauthorizedinstitution.

b)CertificateofHealthin3copiesissuedbyauthorizedinstitution.Additionalinstructions:(X)Allbankingchargesoutsidetheopeningbankareforbeneficiary’saccount.(X)Documentsmustbepresentedwith15daysafterthedateofissuanceofthetransportdocumentsbutwithinthevalidityofthiscredit.()Thirdpartyasshipperisnotacceptable.ShortForm/BlankBackB/Lisnotacceptable.(X)Bothquantityandamount10%moreorlessareallowed.()prepaidfreightdrawninexcessofL/CamountisacceptableagainstpresentationoforiginalchargesvoucherissuedbyShippingCo./Airline/orit’sagent.()Alldocumentstobeforwardedinonecover,unlessotherwisestatedabove.(X)Otherterms,ifany:

Advisingbank:BANKOFCHINA,NANTONGBRANCHAccountNo.:

Transactedby:(Applicant:name,signatureofauthorizedperson)信用證(LetterofCredit)IssueofaDocumentaryCreditBKJPYUTYA08ESESSION:000ISN:11090

BANKMexicoNO.216,MexicocityDestinationBank:XXXXXXXX

BANKOFCHINA,ChongqingBRANCH

153,RENMINGChongqingCHINA

TELypeofDocumentaryCredit40AIRREVOCABLELetterofCreditNumber20LGU-002156DateofIssue31G010302DateandPlaceofExpiry31D0103030CHINAApplicantBank51DMexicoApplicant50YOUNGANTRADINGBeneficiary59BANKOFCHINA,ChongqingBRANCH153,RENMINGChongqingCHINACurrencyCode,Amount32BUSD1300000000RMBAvailablewith...by...41DANYBANKBYNEGOTIATIONDraftsat42CATSIGHTDrawee42DMexicoPartialShipments43PNOTALLOWEDTranshipment43TNOTALLOWEDShippingonBoard/Dispatch/PackinginChargeat/from44ASHANGHAITransportationto44BMexicoLatestDateofShipment44C010320DescriptionofGoodsorServices:45A

100PCTRAYONDIASHCLOTH

30SX30S/56X54/40X40CM2PLY

CIFMexico

CHINAORIGINDocumentsRequired:46A1.SIGNEDCOMMERCIALINVOICEIN5COPIES.

2.FULLSETOFCLEANONBOARDOCEANBILLSOFLADINGMADEOUTTOORDERANDBLANKENDORSED,MARKED"FREIGHTPREPAID"NOTI