Chiquita Banana Essay

3738 Words Oct 20th, 2014 15 Pages
[Name] | International Marketing Cases | October 20, 2013
[Name] | International Marketing Cases | October 20, 2013
Chiquita Banana Chiquita Banana

Contents 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
Chiquita Brands International, Inc. is one of the most
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* 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.

Economic: * 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

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