Importing mangos from Philippines to Europe (France)

Résumé du document

Big scale production and world wide distribution of fruits are a relatively recent phenomenon that we actually attribute to the development of transportation systems, of intensive production techniques and of the conservation ways. While the tempered fruits market is growing very low and actually stagnating, the demand and offer for exotic fruits are literally exploding in the last decade. In this huge market, Mango is one of these tropical fruits and the most dynamic one: Demand in consumer countries are growing very fast and producer countries are following this good new with enthusiasm. There is now only one family of mango cultivated, Mangifera Indica, but composed by a lot of consumable species. We have to describe the main characteristics of Mango, because as you will see, it will have a lot of influences for topics like transportation, production and distribution, also all the pillars of an eventual importation. Here will we present you some of the main ones:

Extraits

[...] We will be the first firm who introduced mangos from the Philippines in The European market. On the range of the supermarket our product would be easy to identify because of its particular shape, size and color and its wonderful smell which differentiate it from mangos sold today in our supermarket. We plan to increase awareness about our product by developing promotion within the supermarket as sampling free test. Our target market is people between 25 and 40 who are healthy and bio food oriented with a medium (2000-3200€) level income Logistics To ensure the best conditions of transport for our mangos we decided to pack them in small boxes of bamboo which allows us to protect mangos during all the step of the transportation process (transport by trucks to the port of departure, loading and unloading the containers These small boxes of bamboo have the advantages to be at the same time very light which makes easier the goods manipulation and strong which ensure a high protection of the products. [...]

[...] On the following table, we will see the different volumes and values of each kind we spoke just before: Volume and Value of Philippians Mango For information: = 56 PHP (Philippians Pesos) November 2004 = 72 PHP 2. European and French market 1. Consumption and Distribution At the beginning of the year 2000 the European Union is importing 7.8 millions tones of fresh fruits all categories mixed what place it as a main actor in term of fresh fruits importation. Within the imported fruits, tropical fruits are gaining more and more importance. [...]

[...] Here will we present you some of the main ones: o Mango is considerate as a fragile fruit, because it has a high density flesh but at the same time a quite thin and floppy skin which doesn't well protect the fruit. As a consequence, this point involves a big care during all touching phases of the product from production to distribution. o Mango is one of the fruit that breathe after its cut, that imply a rapid post-harvest maturation. Actually this characteristic will influence all the commercialization chain of the product, and specifically the packaging, storage and transportation. [...]

[...] o As a lot of others fruits, it has a seasonal production. It implies a lot of consequences as time, place, and climate, which suppose that the importer has to multiply its sources in order to provide continuous quality supplies. o And last but not least, Mango has an important quantity of vitamins A and as well as calcium to just quote a few of them. It benefice of excellent nutritive properties, a very important point to customers, and so for the suppliers, of course. [...]

[...] Overall strategy We are importing mangos from the Philippines to France in reefer containers transported by sea cargos. These mangos would be sold to the main actors of food channel distribution as Carrefour or at lower price than our competitors do. Indeed we would sell our mangos whereas the average selling price of our competitors turn around 2.5 This highly competitive selling price is due to the low labor cost in the Philippines. This allows us to get a real competitive FOB price ( 0.84 and keep a reasonably good margin rate Moreover the type of mangoes produce in the Philippines (manila super) is known as the best one in the world which give us an additional competitive advantage based on product higher quality. [...]