FIRST DELIVERY

DESIGNING AN INTERNATIONAL DISTRIBUTION AND MARKETING PLAN

Tatiana Margarita Guzmán Rojas

Laura Alejandra Arcila Rojas
Yvana Rodriguez Rojas
Angie Lisbeth Pérez Ruiz
Kamal Escalona Rodríguez
Paula Bibiana Rodriguez Cárdenas

Politécnico Grancolombiano University Institution

Logistics and International Marketing

Tutor
Egna Avendaño Cárdenas

September 2022
 1. OUR COMPANY

General Info Description

Company Name Fiore S.A.S

General Manager Kamal Escalona Rodriguez

Phone + 57 310 490 6641

Adress Carrera 13 # 83 – 47

Web Site www.fiore.com.co

City Bogotá

Economic Sector of the Flower Grower

Company
 1.1 Organization chart

Source: (Chiavenato, 1989), own design

1.2 Mission
Fiore is a Colombian company dedicated to export flowers and buds called
chrysanthemums, cut for bouquets or ornaments, fresh, dried, bleached, dyed, impregnated
or prepared to create floral designs that are usually companions or protagonists of the
special occasions of our national and international customers, delivering on time the orders
of each one and working with responsibility. The flowers that fill the world with color as
our slogan indicates.
 1.3 Vision
We will be leaders in the flower market in 5 years we will be able to position ourselves in
the market at regional, national and international level, achieving the expansion of our
business to other provinces of the country; with our experience and innovation, we will
strengthen the link with the countries to which we will sell in the future, we will work with
the highest quality standards, expanding our project looking for profitability, we will
achieve a great commercial reputation both for the seriousness that characterizes us, the
striking colors, security, excellent service and the guarantee that the chrysanthemums will
be delivered at the exact time and place.

2. GENERALITIES OF THE PRODUCT TO EXPORT

The production of chrysanthemums in Colombia is an important item that generates more

than 2,000 direct jobs and is the source of livelihood for many peasant families. This is the
case of some agricultural areas of Tabalzo and Bosconia belonging to the department of
Antioquia, which represent the largest source of employment and have a direct relationship
of more than 90% of the income of the population. The main objective of its production is
oriented around 98% to its export, of which its main destinations are the markets of the
United States, the United Kingdom and Chile. On the other hand, at an economic level, the
benefits of its export lie in its income to the country, according to figures provided by
Ascoflores, this represents around 68 million dollars during the first semester of 2020, in
which there are figures of 18,600 tons.

On the other hand, Colombia has a strategic geographical location, due to its location in the
tropics, it has a comparative advantage over its main competitors thanks to the fact that they
have temperatures suitable for growth at all times of the year.

In the international market demand, there are new openings of new services. Pompom
chrysanthemums are being consumed by new buyers in new markets, an opportunity that
should be taken advantage of in order to diversify exports.
3. BRAND NAME PROPORSAL
1. NAME: Fiore
2. LOGO

Source. Own elaboration.

3. SLOGAN:
- The flowers that fill the world with color

4. PRODUCT SELECTION
4.1 Product lines
The product to be exported are flowers whose main characteristic is their pompon shape.
These flowers are recognized worldwide thanks to their diversity and their use during
different times of the year. This flower is a symbol of wisdom, positivity and joy in many
countries. In addition, another of its differentiating characteristics lies mainly in its radial
petals,
The line of products to be imported has a form of elegance suitable for various scenarios of
human life. In the first place, the colors red, pink and purple are representative of love,
sensitivity and purity of relationships. Secondly, there are colors such as white and yellow,
which are nowadays a trend to decorate interiors and events.

Our product line has a catalog of 5 new varieties, especially the Lilobet and Hanami. The
first variety attracts the foreign market thanks to the fusion of its dark violet colors in its
petals and its size which rises to 7 centimeters in diameter. On the other hand, the second
variety has a spectacular green to white gradient, with a smaller size.

Our product line is characterized by offering the market new flowers according to trends,
flowers not only suitable to offer on special days but also to make them part of everyday
life, such as at home, in cafes or in open spaces.

Lilobet Pompon
Hanami Pompon
5. PRODUCT MATRIX

Annual sales in USD Annual

Productive Export Internationa
Product thousands of dollars Unit growth Consumer trend
capacity share l barriers
2021 Value rate

Chrysanthemums
are prized by
Chileans as they
bloom in a wide
variety of colors,
- Chile does sizes, and shapes.
not apply any According to a
commercial study, the most
remedy to the important attribute
selected for the Chilean
chrysanthe product. population is the
45002 Tons
mums Code $ 10.796,00 $ 3,19 -3% 14,9% - MFN duties aroma, and this
per year
0603141000 (applied): flower ranks third
6% in that category
- Regional after the freesia
tariff and the oriental
preference: lily. The bouquet
4.8% of this flower has a
retail price from
55 to 150 pesos
depending on the
size. They are not
produced in Chile.

- Chile does This flower is one

not apply any of the most
commercial demanded,
remedy to the especially for
Roses Code 90000 Tons
$ 546,00 $ 6,50 -17% 21,3% selected commercial dates
060311 per year
product. such as Valentine's
- MFN duties Day, Mother's
(applied): Day, etc. Each
6% rose has a price of
 $50 pesos. It is
considered that the
consumption of
- Regional this flower is
tariff declining due to
preference: the entry of new
4.8% species and
varieties of
flowers that are
more accessible.
- Chile does
not apply any This flower is
commercial consumed mainly
remedy to the by people with
selected lower incomes. In
Carnation product. high season, each
51785 Tons
Code $ 346,00 $ 7,06 0% 17,1% - MFN duties rod can be sold for
per year
060312 (applied): $250, but the price
6% can drop to $20 in
- Regional low season. They
tariff are produced in the
preference: Chilean country
4.8%
- Chile does
not apply any Oriental lilies are
commercial popular in this
remedy to the country,
selected additionally they
product. are considered as
Lilies Code 12813 Tons
$ 30,00 $ 5,00 0% 0,8% - MFN duties resistant flowers
060315 per year
(applied): since they can
6% conserve nutrients
- Regional that allow them to
tariff survive in extreme
preference: climates.
4.8%

International logistics: Traditional flowers (such as roses, carnations,

chrysanthemums and alstroemerias, and mixed bouquets, mainly) as opposed to
tropical flowers must be kept in the cold chain from the cut to the consumer's
purchase, under the premise that it must be combined adequately with low humidity
and minimal breaks in this process, so that it is reflected in an optimal product
quality. During peak demand, processes can be carried out that range from cutting
the flower in cultivation until unloading at the airport of departure, in eight hours,
and achieve that in less than 24 hours the flower is in the port of destination. This
means that in order to comply with these times
ECLAC - International Trade Series No. 120 Exchange of information in
international supply chains...13 16-hour days, between crops, agencies, ground
operators, air operators and entities of government, that allow dispatching the nearly
36 daily cargo planes that leave with flowers in one day Peak (Source: Aerocivil,
OPAIN, Cargo Committee, 2013).
6. PRODUCT TO EXPORT
The product to be exported are flowers and buds called Chrysanthemums,
specifically pompoms. This species of plant has a high demand in the international
market due to its importance to celebrate special dates such as Valentine's Day in
 the United States, Mother's Day and Christmas according to the traditions of each
country. Its value lies in its meaning, which represents the symbol of longevity, joy
and eternity, but also a taste for the perfection of its forms. These are also known for
being one of the flowers that has the greatest diversity of shapes and colors, with an
aromatic taste, they offer a wide diversification in the market.
6.1 Description of the tariff heading

SECTION II Products of the plant kingdom

06 Live plants and floriculture

CHAPTER products

06.03 Flowers and buds, cut for

bouquets or decorations, fresh,
dried, bleached, dyed,
TARIFF impregnated or otherwise
HEADING prepared.

TARIFF 06.03.14 Chrysanthemums

SUBHEADING

NANDINA 0603.14.10.00 Pompoms

COLOMBIA

Source. LEGISCOMEX.

7. COUNTRY MATRIX
Own elaboration. (2022)

Of the first 20 importing countries of Chrysanthemums, the closest country, related in terms
of culture and language, we have Chile, which is represented with the color blue as the best
candidate to export said product. In contrast we have that our country (yellow) is the second
largest exporter of Chrysanthemums, a characteristic that Chile does not have, however,
Ecuador (green) is also another strong exporter in our Latin American region, but from
which we can do without exporting this tariff item. Of the countries to which Colombia
exports, we once again have Chile as one of the main clients, in addition to being the most
suitable for what was said initially, however, Panama, Uruguay and the Dominican
Republic do not have the same level as Chile.
Of the countries that import worldwide and selecting those belonging to Latin America, we
have Chile again in the first place.

Here are the most relevant values, Chile having the year 2021, imported a value of
USD$9,580 of Chrysanthemums, being much higher than the preselected countries, having
3 commercial agreements with Colombia, in which a 0% tariff is applied to our product and
having 11 measures to comply with for the entry of our product to Chile, the other
subsequent countries also offer a 0% rate for Colombia, thanks to the commercial
agreements that were established respectively, however the measures or requirements
demanded are more, With the exception of Cuba, but Cuba does not comply with the other
factors that Chile demonstrates and was previously exposed.
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