FACULDADE DE TECNOLOGIA DA PRAIA GRANDE
MANUAL FOR A SIMPLIFIED PLAN OF BUSINESS
WORK PROPOSAL FOR THE PROJECT OF RESEARCH FOR
INTERNATIONALIZATION OF COMPANIES
THEME: PLANNING OF EXPORTATION OR IMPORTATION
Profª Me. Fernanda Peixoto Coelho
Collaborators:
Antônio Alexandre Neto
Helga Sterque
Ivy Zanardo
Wyldeline Pimentel
Proofreaders:
Profª Me. Adélia da Silva saraiva
Profª Maria Cláudia Nunes Delfino
Dezembro, 2012
1
SUMMARY AND DESCRIPTION OF CHAPTERS AND SUBCHAPTERS
1. DESCRIPTION OF THE PRODUCT AND / OR EXPORTED / IMPORTED SERVICE
1.1 GENERAL CHARACTERISTICS
3
1.2 STRATEGIC POSITION
4
1.3 LAYOUT
4
1.3.1 What is the new product?
4
1.3.2. Levels of the product
5
1.3.3. Kinds of products
5
1.3.4 Product’s Layout
5
1.3.4.1 The Commerce and Industry Chambers
6
2. PLANNING THE EXPORTATION/IMPORTATION
2.1 MARKET RESEARCH
9
2.2 KNOWING THE INTERNATIONAL COMMERCE
9
3. HOW TO EXPORT / IMPORT
3.1 DEALING WITH THE PERSON WHO IS EXPORTING / IMPORTING
10
3.2 PRICE LIST
10
3.3 LOGISTICS AND DISTRIBUTION
10
3.4 REGISTERING THE EXPORTATION / IMPORTATION
10
ANEXOS
ANEXO 1
11
ANEXO 2
12
ANEXO 3
13
ANEXO 4
13
ANEXO 5
13
ANEXO 6
14
APENDICE 1
18
APENDICE 2
19
PARTIAL REFERENCES
20
2
1. DESCRIPTION OF THE PRODUCT AND / OR SEVICE EXPORTED / IMPORTED
1.1 General Characteristics
To describe in general way what it is and what is the format, characteristics, quality,
conformity, durability, trust, easily to fix, style and design of the product and / or service that is being
offered.
With the market dispute, the product is each time closer to a equality, physical and
technological and it is strategically good for the companies to search for attributes, to satisfy the
consumer’s desires and needs in a much more creative and function way. Important: already in this
item, identify if this is a process of importation or exportation.
Concerning the company and the business: To describe the strategy of the company, define Who the
company is at national level, what its focus is inside the national market and how it wants to get inside
the external market.
Example: “The company Cana´s Goods is a company of implementation of sugar cane, and
have the industrial and handmade cachaçá as its main product. The focus of the company is the market
inside the country, approaching to the main wholesales and retails in all Brazil. The company has own
plants and wharehouses. Cana´s Good is located in Marília, 292 km from Piracicaba, so inside the
most traditional nucleus of sugar cane production. Taking the better management of the supplies chain
into consideration, the company strategically thought when decided to open its headquarters closer to
the cooperatives of sugar cane producers. With the time, many supply companies from Cana´s Good
ended up making a Cluster1 of cachaça around the company. This made its level of stock drastically
reduce, making its costs cheaper in the end of the process. In 10 years time Cana´s Good became one
of the largest manufacturer and distributors of cachaça in the intern market. Nowadays the company
has capital and know how2 to launch in the extern market”.
Concerning the Product: With the aim to define and differentiate the product that will be chosen, it is
necessary to give the characteristics of the product that you want to offer. Example: “Cachaça”. With
the aim to protect the property of the name “cachaça”, the Law nº 8.9183, from July 14th 1994, in the
article 92 defines the main differences among the beverages made in Brazil from the sugar cane:
a)
Cachaça: name given to aguardente of cane, made in Brazil, with alcoholic graduation from
thirty-eight to forty-eight per cent in volume, at twenty Celsius degree. It is made from the
fermented must, which can have up to six grams of sugar (sucrose) per liter added in its
composition;
b)
Aguardente de Cana: it is the name given to the beverage obtained from the simple distillated
alcoholic from the sugar cane or by the distillation of its fermented must. Its alcoholic graduation
1
Cluster is a word idealized by Michel Porter to designate a concentration of companies which
communicate among themselves for having similar characteristics and share the same living space.
They help each other and for this reason, become more efficient.
2
Know how is an English word by origin which intends to describe the knowledge that a company or
person has about how to perform a task.
3
Source: BRAZIL. Law n.o 8.918, from July 14 1994: talks about the standard, classification,
registration, inspection, production and fiscalization of beverages, authorizes the creation of the
Beverages Intersctor Comission among other procedures. DOU, Brasilia, 15 jul. 1994.
3
can vary from thirty-eight to fifty-four per cent in volume, at twenty Celsius degree, which can
have up to six grams of sugar (sucrose) per liter added in its composition;
c)
Old Cachaça: this definition talks about the beverage composed by at least fifty percent of old
cane aguardente, by a period of at least one year, which can receive the addition of toffee to
correct its color.
The INMETRO4, trying to level and make a difference between cachaça and cane
aguardente, defined that cane aguardent “is made directly from the cane destilated” while the
cachaça is “made directly from the melaço from the production of the sugar from the cane”. But the
specific legislation states a minimum difference between the two products, considerin the alcoholic
amount.
We still can say the basic differences between the handmade and industrial cachaça so that
we can have the best and most suitable product for exportation:
a)
Handmade Cachaça: it is produced from the sugar cane, but the process of its harvest is manual,
without the use of pesticides and with own plantations, its fermentation happens in a natural way,
without chemical additives;
b)
Industrial Cachaça: it is also produced from the sugar cane, but with something different of the
harvest time, which is made through own machinery due to the amount of the culture and the use
of pesticides, its fermentation is chemically synthesized.
This difference between the handmade and industrial cachaça makes the first one becomes
more exclusive on the production time, but the high value compensates and adds value to the final
product.
1.2 Strategic Position
In this section, show the product strategic position; in other words, from this choice you will
determine the client’s profile and offer him a list of attributes. For such, we’ll use Michael Porter’s
Generic Strategies Theory, to base your companies position in: Leadership in Costs, Difference or
Approach.
More information check Annex 1.
1.3 Layout
Before launching on the importation / exportation market, it is important to consider some
marketing concepts, to help you in the decision making.
1.3.1. What is the product?
Las Casas (2009) defines product as “the main object of the trade relations that can be
offered in the market and aims to give satisfaction for whom gets and uses it”. [1]
4
INMETRO, Instituto Nacional de Metrologia, Qualidade e Tecnologia is a federal autarky, connected
to the Ministery of Development, Industry and Foreign Trade, which acts as na Executive Secretary
from the National Council of Metrology, Normalization and
Industrial Quality (Conmetro),
interminestery collegiate, which is the normative organ from the National System of Metrology,
Normalization and Industrial Quality (Sinmetro).
4
For Kotler and Armstrong (2010) product is “something that can be offered to the market for
apretiation, acquisition, use or consume and that can satisfy a desire or need”. [2]
Kotler and Armstrong (2010) put the services in the products category. [3] So, in this booklet
the word “product” will be used for products which are purely tangible as well as to “services”, whose
characteristic is intangible.
The key word concerning the product is to attend the client’s needs. When you decide import /
export a product, you must have in mind the priority to satisfy the need(s) or desire(s) from the target
audience, otherwise you’ll risk to have losses at short term and early death of the project.
1.3.2. Levels of the product
We satisfy the consumer’s needs best when we have a broad view of the characteristics of a
product. There are three levels in a product: product’s core, basic product and extended product.
Product’s core: it is the central benefit of the product. It is the solution of the problem that the client
looks for or expects from the product. An example: when you have a strong headache, you look for a
painkiller which is more effective and that has an immediate effect. This is the painkiller’s product’s
core: to sell immediate relief against the pain.
Basic product: it is related to the packaging, name, brand, characteristics, level of quality and design.
On the painkiller example, when you are in pain, it doesn’t matter the packaging, as long it is entire, in
good conditions and within the expiration date. Only when the pain is relieved that we will pay more
attention to the packaging so that we can keep it in memory. When a new headache happens, the
painkiller will be remembered not only by layout / brand, but because it was associated with the
immediate relieve from the pain.
Extended product: it is the help that we give to the client for having bought a product, such as home
delivery, facilities, warranties, instructions of use and other services after the selling.
1.3.3. Kinds of products.
It is important to know in which category the product that one intends to export / import is, by
the marketing considerations. This way you will be able to make a good strategy of market position.
Look at Table I in annex to check in which marketing category your product fits better.
1.3.4. Product’s Layout.
Since it’s understood which marketing category your product fits, it is necessary to fit the layout
or design for the client that you are aiming to. For this you have to consider the culture and habits of
the country and even the region to where the product will be exported / imported. We define layout
as the way men, machinery and equipment are set on a certain place. It is an applied definition to
physical space.
Your product’s layout or design must consider the functional and visual aspects which find the
clients needs, improving the users’ comfort, safety and satisfaction. A good design/layout will add
value to the product which will enable your target market’s conquer. An interesting example, if you
intend to export hats to China, you won't have success of sales with the male public for three important
reasons:

Green hat is the synbol of chated husband.

Number “4” in chinese reminds death.
5

Associate tiger to green hat is not wise because they are antagonic symbols.
See on Apendice 2 in anex some colors and their meanings in some countries, before choosing
your product's layout/design, research the culture and habits of the region / country that you intend to
export / import so that you don't have frustrated expectations not to mention unnecessary losses.
One way to know the specifications of international standards to set your product into your
target audience is to get information directly from INMETRO web page so that you can have solutions
concerning the commercial technical barriers in relation to products on the ISO web page.
One way to know the culture and symbols of the target country to whom intends to export is to
become partner of the Commerce and Industry Chamber of the target country. It also would be
interesting to become member of a Commerce Chamber of your city and also from your state and
even from Brazil.
1.3.4.1 The Commerce and Industry Chambers
Besides giving the information and make the commercial interchange among Brazilian and
foreign companies, the chambers cooperate on the culture divulgation, events making, forums and
scientific exchange; on the organization of companies groups among the countries; help in business
deals – as a bridge that goes beyond the language, culture, religion or ideology barrier; it usually is a
safe source of information – among suppliers, producers and hirers; it can help on the expedition of
origin certificates; they help on technical scientific translations; they help on the implantation of business
rounds according to the sector of activity; among so many other services. Welinton dos Santos
Economist and psych professor http://www.artigonal.com/gestao-artigos/a-importancia-das-camarasde-comercio-para-o-desenvolvimento-do-brasil-2062329.html (view in 12/10/12)
Your product's presentation, in other words, a logo and the attributes that constitute the visual
appeal, under the point of view in the international marketing (name, colors, general impressions), must
be shown, also considering the cultural aspects on this item construction
Put here your product's image and highlight the design's main characteristics which has a higher
appeal of purchase and attraction for your target audience. Example: Product: (Perfume - Beverage Lotion - Oils - Essences)
6
LABEL EXAMPLE:
The label is a very important aspect to be considered on the time to set the product to the extern
market. The label must be approved by MAPA in the registration of the product. For so, it is necessary
to take a model of label pre established, with the aim to be approved during the registration. Some
sayings must be shown on the label for exportation, it doesn't matter the country of destination:
1 - Complete name of the product (cachaça);
2 - Commercial brand (logo);
3 - Produced and Bottled by (social reason);
4 - Address of the production place and bottle place;
5 - CNPJ;
6 - Content of the bottle, watching what is written in the INMETRO n.º 88/96;
7 - Composition (Fermented must distillated from the sugar cane);
8 - Registration of the Product in the MAPA;
9 - Product lot;
10 - Expiration date (product that can spoil);
11 - Expression “Indústria Brasileira”;
12 - Alcoholic Graduation in %vol;
13 - The following warning sentences, highlighted: “Avoid the excessive consumption of alcohol” and “It
is forbidden to sell to under 18”.
MODEL OF LABEL OF CACHAÇA FOR EXPORTATION
(Available in: <http://www.editora.ufla.br/site/_adm/upload/boletim/bol_57.pdf> Viewed in: 10
oct. 2012)
Questions like the label must be taken into consideration, aspects like the Evaluation
Requirements of Conformity (RAC) and the Quality Technical Rule (RTQ, when exist) according to the
product, which must have INMETRO agreement in case of national selling or importations, and other
organs in the same position to which you intend to export.
KEY QUESTIONS TO DECIDE / INFORM YOUR PRODUCT'S LAYOUT:
a) Why was this style, size and characteristics chosen?
b) The label, the font, the name of the product and respective colors are easily viewed and
memorized? Do the colors appeal to the acquisition of the product?
c) Does The brand / name of the product appeal for the culture and habits of the country / region of
your target audience?
d) Do the label of the details have all the standard and obligatory information demanded by law
from the country to where you will export?
e) Does the product obey to the international standards of its category, of health and sustainability?
7
f)
Does the product have any green certification or any other that add value or competitive
advantage?
g) Once detailed your product and identified in its own marketing category, the next step is the
exportation / importation planning.
References:
[1] Marketing – Alexandre LuzziLas Casas – Editora Atlas – SP 8º Edição 2009 pagina 186
[2] Marketing Principles – Philip Kotler – Gary Armstrong – Editora Pearson –São Paulo – 2010
pagina 200
[3] ibidem – página 220
Product's Project: Practical Guide for the Design of New Products.
Mike Baxter editora: Edgard Blucher ano: 2000
Product's Project: Practical Guide for the Design of New Products.- 2nd edition;
http://www.dep.ufmg.br/disciplinas/epd073/apostilaprodutoufmg.pdf
http://www.planodenegocios.com.br/www/index.php/informcao/2959-como-fazer-a-descricao-dosprodutos-e-servicos-do-seu-plano-de-negocios
http://ecommercenews.com.br/artigos/tutoriais/5-dicas-para-uma-boa-descricao-do-produto
8
2. PLANNING THE EXPORTATION / IMPORTATION
2.1
Market Research
Market research is the part of the study which has as aim to determine the selling perspectives
of the product on the extern or intern market and indicate the way to get the best results. The market
research must shortly contains:

The selection of the market(s) for the selling of the product, in other words, the country;

Identify the client's tendencies and expectative tendencies;

Recognize the competition : main companies, evaluate intern and extern competition;

Know and evaluate opportunities and threats: verify, for example, if there are technical
barreers to the product that you want to import or export;

Classify the product correctly: many times the product has a classification abroad which is
different from the ones given in the intern market. For so, it is necessary to classify it according
to the NCM to which belongs, so that the correct tax is made as well as the price formation.
Finally, to identify the Potential Markets for your product, it is good to consider five basic
criteria that help on this selection: Geographical Factors, Socio-Political Factors, Economical Factors,
Cultural Factors and finally, Technological Factors. With the aim to deeply know the chosen country.
For further information check Annex 2.
2.2 Knowing the International Commerce
First you must indicate if the commercialization will happen in direct or indirect way. After this
selection there will be the choice of the way of payment agreed on the negotiation. So, this step shows
the conditions of purchase (importation) or selling (exportation) with the choice of modality the
commercialization and payments, respectively.
This will clarify other steps in the negotiation such as definition of responsibility concerning the
freight, insurance, boarding place and customs ease.
For further information check Annex 3 and 4.
9
3. HOW TO EXPORT / IMPORT
3.1
Dealing with the person who is exporting / importing
On this item one must show the condition and /or international term of business, the
INCOTERMS, agreed during the negotiation. Take the opportunity to say the boarding and landing
place (port, airport or border point) justifying your choice.
3.2.
Price list
One common doubt when you are doing business with the exterior market, is which is a good
price for the product gives profit for the exporter, or in importation, which price the importer must pay
be available in the intern market.
For further information check Annex 5.
3.3
Logistics and Distribution
In Logistics and Distribution, the research must show, in general way how the work for
packaging and transportation of this product will be. For exemple:
“The company Brazil Export Ltda., shoe maker, specialist in female shoes making received an
order of 1.000 un from an Uruguayan client. The manufacture must be made with national raw material
and the products first packaged one by one and then in bigger boxes with 50 pairs; making up 20
final volumes, kept in 1 container. As the selling condition is FCA, the cargo will be delivered to
Transportadora Líder, in the city Foz do Iguaçu, and then it will go to Uruguay”.
3.4 Registering the Exportation / Importation
Finally, on this item, there is the indication of the flux to customs clearance and riddance of the
product. indicating its registration on Siscomex and specially if the product receives any kind of Special
Administrative Treatment which will ask origin, sanitary, phytosanitary, quality certificate.
10
ANNEXES
ANNEX 1: The generic strategies are method used to overcome the competition in one industry
(PORTER, 1988). The companies must choose a position inside the structure of the industry, and this
position takes the general approach of the company to compete. The position takes complete approach
of a company to compete and not only its product or consumer group aimed (PORTER, 1990).
According to Porter, there are three kinds of generic strategies that a company can follow:
Leadership in the costs: According to this strategy the organization tries to be the producer with
smaller costs in the entire sector. Its place of action is wider, trying to reach many segments at the same
time, usually with a standard product and without a higher bet on the non essential services such as
packaging, design, publicity, etc. The sources of advantages of cost, despite being changeable for the
sector, are usually the economy of scale and experience, the profit from commercial or technological
synergies, the patent technology, the plant localization and easy access to the productive factors and
to the clients markets, among others. A very clear example of the strategy for total cost is the entrance
of Gol Airlines in Brazil, which in a devastating way (at least to its competitors). took the market of the
other two commercial companies, TAM and Varig. With the optimization of the air routes, system of
purchasing on the internet and reduction of services offered in the air, the company reduced drastically
the amount of employees and operational costs (talking about maintenance of aircraft and personnel
on the ground), remaining as leader in costs on the commercial flying in the country. This structure
allowed Gol to charge, in the beginning, a lower price than its competition, and even after 2 years,
when the companies were able to reduce its prices, Gol kept its levels of price, but with a higher profit,
and grew vertiginously.
Differentiation: Taking the differentiation strategy, the organization must try to be unique in its sector
concerning some areas of the product / service which receive more value by the consumers. Depending
on the sector in which the company acts, these areas can be the product characteristics, o design used,
the delivery dates, the warranties, the conditions of payment, the image, the variety, the quality of the
services associated, the innovation, the proximity to the clients, among others. This strategy allows the
organization to practice a higher price or get more loyalty from the consumers. As example of the
company which works with differentiation we have Gilette. Acting in the razor sector, it invests a lot in
Research & Development, it always has new models to be released. Always developing with new models
being released. Its investments allow the products to have physical characteristics which make them different
from the other razors, promoting a better cut in use, without irritating the skin. Gillette’s products are from
30 to 60% more expensive than the competitors and still have a great part of the razor market in the
country, specially due to its characteristics which made the brand construction and therefore the consumers’
loyalty Who prefer to pay more for the products.
Approach: Through the approach strategy, the organization tries to get a competitive advantage on a
segment or on a group of segments of markets chosen, excluding the reaming segments. The approach
strategy can be divided in approach on the cost (when the organization tries to take advantage on the
cost of the target segment) and approach on differentiation (when the organization wants to be
different in its target segment). The base question on this strategy is the selection of specific segments
of market where the competition gets a hard time to please efficiently the consumer’s needs. One of the
examples which has taken much space in the market are the specialized supermarkets, for example the diet
supermarket, with products for people with diabetes. These supermarkets have a physical structure similar
to a traditional supermarket, but all the products are diet, without sugar.The prices are higher than any
other supermarket, but the diabetic target audience finds products with a wide variety, for example, pasta
with many flavors and different seasonings, all of them without sugar. So the clients who in the past had as
the only option the traditional supermarkets, and with only one diet seasoning, now can choose pasta with
meat, chicken or herb seasoning.
11
ANNEX 2
First of all, you must consider five basic criteria that help on the selection of potential markets for
exportation:
Geographical Factors: This criterion for market solution is based upon the similarities between the
domestic market and the target market, what enables the expansion with the minimum of need to
adapt. O course, your competition in the domestic market will have the same advantages you have.
Socio-Political Factors: to do business with countries we have commercial deals, we can have
advantages in relation to competition.
Economical Factors: What is the economical situation like in the target country? What is the consumer’s
power of purchasing?
Cultural Factors: To what extension do the habits of the people in the target market differ from the
domestic market? Is there any religious restriction? Very different commercial practices? What’s Brazil’s
image in the target market?
Technological Factors: Working according to the target market technological standards as well as
suitable are among the points that must be observed.
These factors must be determined on the marketing strategy as well as the logistical project, and only
after that take other recommendations into consideration:
1.
2.
3.
About the market selection, the marketing strategy must choose a country with high consumption
potential, with favorable political and economical conditions and that hás less barriers to
importation of the product;
Concerning the consumer market structure, the strategy must take the distance, competion, costs for
delivery, enablers (represntatives, intermediaries) into consideration to make the process of
entrance of the product in the importer country quicker as well as to find which is the best way of
communication;
Make the exportation strategy taking into consideration the product’s acceptance, through samples
and folders evaluations, besides choosing the most doable distribution system, enabling the
demand forecast, with the intention of make prices and plan the production.
Know the tools and institutions that can help you on your market research:

BrasilGlobalNet

Embassies

Offices of Representation of the Relationship Ministery (MRE) in Brazil

Internacional Fairs

ALICE WEB

Exporter Gateway

Comercial Radar

Word Bank

CIA The World Factbook

APEX

TECWin (Customs Officer)
12
ANNEX 3
Ways of Direct Commercialization: The direct way to do business is the one where the exporter leads
the whole exportation process, since the first contacts with the importer until the conclusion of the selling
operation.
In this case, the exporter takes care of all the details, from the commercialization and delivery of the
product, to the charging, what demands more administrative attention, endeavor from the human
resources and time.
Despite being more ambitious, this modality can give more profit and a higher growth in the
international market.
Indirect Commercialization Way: On this case, the company uses another one’s services, with the main
of finding buyers to its products, in other markets. This modality requires the participation of a
mercantile company, which get the goods from industries or producers in the intern market for further
exportation.
Main Ways of Payment: Anticipated Payment, Remittance without Withdrawing, Document Charging
and Letter of Credit. The choice of the payment modality is made after an agreement between the
exporter and the importer and it will basically depend, on the level of commercial trust that exist
between the parts, the demanding of the importer country and the availabilities of the financing lines.
ANNEX 4
The so called Incoterms (International Commercial Terms) are used to define, within the structure of a
lease of international purchase and sell, the rights and obligations of the exporter and importer,
establishing a standard set of definitions and determining neutral rules and practices, as for example:
where the exporter must deliver the product, Who pays the freight, who is the responsible for hiring the
insurance.
So, the Incoterms have this aim, since it talks about international rules, which are unbiased, uniformized,
which take up all the basis of the international business and have the aim of promoting its harmony.
In reality, they don’t impose but propose the understanding between seller and buyer, concerning the
necessary tasks for displacement of the product from where it is made to the final destination (consume
zone): packaging, intern transportation, licenses of exportation and importation, movement in terminals,
transportation and international insurances etc.
ANNEX 5
In importations one must consider the need of agreement of some organs so that the product can be
imported. The list of products which need Importation License, in other words that need agreement of
some
organ
before
being
imported,
is
on
the
link
http://www.mdic.gov.br/arquivos/dwnl_1279654423.pdf. The main organs in Brazil that agree with
importations with Non Automatic License are:

ANCINE – Movies National Agency

ANEEL - National Agency of Eletric Energy

ANP - National Agency of Petroleum

ANVISA - National Agency of Sanitary Guidance
13

CNEN – National Commission of Nuclear Energy

COMEXE – Army Command

DECEX – Departament of Foreign Trade Operations

DNPM – National Departament of Mineral Production

DPF – Departament of Federal Police

ECT – Brazilian Company of Mail and Telegraphs

IBAMA – Brazilian Institute of Environment and Renewable Natural Resources

INMETRO – National Institute of Metrology, Normalization and Industrial Quality

MAPA – Agriculture, Cattle Breading and Provsion Ministery

MCT – Science and Technology Ministery

SUFRAMA – Superintendency of Manaus Free Trade Zone
On the case of exportation one must take into consideration the need of agreement of some organs so
that the product can be exported. The list of products that need some Exportation License, in other
words that need the agreement of some organ to be exported, are in the link
http://www.mdic.gov.br/arquivos/dwnl_1293734870.pdf. The main organs in Brazil that give the
license for exportation are:

ANEEL - National Agency of Eletrical Energy

ANP - National Agency of Petroleum

ANVISA - National Agency of Sanitary Guidance

CNEN - National Commission of Nuclear Energy

COMEXE - Army Command

DECEX - Departament of Foreign Trade Operations

DNPM - National Departament of Mineral Production

DPF - Departament of Federal Police

IBAMA - Brazilian Institute of Environment and Renewable Natural Resources

MCT - Science and Technology Ministery

MIN. DEFESA – Defense Ministery
ANNEX 6
Price Formation in Exportation
The most used methods to get the price of a product for exportation is what talks about the granted
value of the product, based upon offer and demand, or according to the leader, based upon what is
practiced by the competition on the target market. This last one is the most used, but none of them takes
neither the costs of production of the product nor the distances involved in the operation into
consideration.
14
The following method takes into consideration the abolishment of items which are added to
the final price of the product when it is sold on the intern market, but which aren’t in the exportation,
such as taxes. And from this point on to add elements that must be part of the price to be sold abroad,
like international freight, for example.
Intern = Total Costs + Profit + Tributes
Where, Total Cost:
= CUSTOS INDUSTRIAIS: matéria prima, mão-de-obra e custos indiretos de fabricação.
= DESPESAS FINANCEIRAS
= DESPESAS ADMINISTRATIVAS
=DESPESAS DE COMERCIALIZAÇÃO
Tributes:
ICMS, PIS, COFINS e outros.
Extern Price = Intern Price – Tributes –Intern Expenses + Extern Expenses
Where, Tributes:
Estão agregados ao preço de mercado interno: ICMS, PIS, CONFINS e outros
Intern Expenses = incluídas no preço de mercado interno, mas que não incidem na exportação.
Extern Expenses = embalagem especial, transporte e seguros internos, despesas consulares,
corretagem de câmbio, despesas de embarque, comissão de agente, despesas financeiras, seguro
de crédito e outras.
Price Formation in Importation
Here’s an example of how to do the calculation of the costs of an importation through maritime modal,
the following must be part of the price of the product in the intern market, with the risk of losses in the
transaction. So, in the example we will see that a product bought in the extern market by about R$
174.000,00, will cost 320.000,00, in other words, with a total cost of 146.000,00.
15
http://www.ciesp.com.br/ciesp/conteudo/manual_basico_setembro2007.pdf
16
Tabel 1
Tabela I - Tipos de produtos de consumo
Considerações de Marketing
Conveniência
Compra comparada
Especialidade
Compra menos
frequente, muito
planejamento e esforço
na compra, comparação
de marcas quanto a
preço, qualidade e
estilo.
Forte preferência e fidelidade
de marca, esforço especial na
compra, pouca comparação
de marcas, baixa
sensibilidade ao preço.
Não procurado
Pouca
conscientização e
conhecimento do
produto (ou, quando
há conscientização,
pouco interesse ou
até interesse
negativo)
Comportamento de compra do
cliente
Compra frequente, pouco planejamento,
pouca comparação ou esforço de compra,
baixo envolvimento do cliente.
Preço
Preço baixo
Preço mais alto
Preço alto
Varia
Distribuição
Distribuição ampla
Distribuição seletiva
em menos pontos-devenda
Preço alto
Varia
Promoção em massa pelo fabricante
Propaganda e venda
pessoal, feitas tanto
pelo fabricante, quanto
pelos revendedores
Promoção mais
cuidadosamente dirigida,
feita tanto pelo fabricante
quanto pelos revendedores.
Propaganda
agressiva e venda
pessoal pelo
fabricante e pelos
revendedores
Bens de luxo, como relógio
Rolex ou cristais finos.
Seguros de vida,
doação de sangue.
Promoção
Exemplos
Creme dental, revistas, sabão em pó.
Eletrodomésticos de
grande porte, aparelhos
de televisão, móveis,
vestuário.
Source [2] Marketing Principles – Philip Kotler – Gary Armstrong – Editora Pearson –São Paulo – 2010 pagina 202
17
APENDICE
APENDICE Nº 1
Colors and its meanings in the countries that make up the BRICS - Brazil, Russia, India, China and
South Africa. (Pages viewed in 09/10/12)
1. Colors in Russia and its meanings
http://lastochka-fromrussiawithlove.blogspot.com.br/2010/04/symbolism-of-colors-in-icon.html
2. Colors in Indiaaand its meanings
http://www.colorsofindia.com/symbology/index1.htm
http://www.sensationalcolor.com/color-messages-meanings/color-around-the-globe/india-acountry-of-symbolic-colors.html
3. Colors Simbolism in South Africa
http://www.celebration.co.za/related/wedding-articles/colours-and-themes/colours-and-theirsymbolisms-meanings/
4. Colors Simbolism in China
Chinese people are in general, very lovely, humble, calm, superstitious and hard workers. They
rarely say no. When they greet each other, they neither kiss nor hug, because they are very discreet.
When in visit to China, do not wear green cap or hat. The girls will laugh in a discreet way. There,
the green hat is the symbol of betrayed husband.
White in China is the color of death. Red is the color of luck.
Chinese do not accept tips.
Number “4” is similar to the death ideogram. Numbers which finish in four are not popular in China.
Number “8” is for luck, though.
The rashi, used in China for such a long time can’t be used to take Rice, because this is a symbol of
death.
The colors: light yellow and dark blue from the imperial Chinese cloth has the following meaning:
light yellow means yellow land and dark blue means blue sky.
http://www.minhachina.com/arteRoupaImperialCor.htm
http://www.guiageo-china.com/cultura.htm
More links to know the Chinese culture.
Chinaculture.org, Min. da Cultura
China CultureInformation
Cultural-China.com
Mitos e Lendas Chineses
ChineseArts&Crafts
ChineseAcademyofSciences
5. Color symbolism in some countries
http://webdesign.about.com/od/color/a/bl_colorculture.htm
18
APENDICE Nº 2
Links list to Access the Commerce and Industry Chambers in Brazil and in the world (Pages
viewed in 12/10/2012)
1. Key words for research about Commerce Chambers at Google:

Commerce and Industry Chamber + Brazil + (country you wish to research)
Examples:
Commerce and Industry Chambers Brazil-Japan
Commerce and Industry Chambers Brazil-Korea
Commerce and Industry Chambers Brazil- Germany
Result: http://www.ahkbrasil.com/index.asp
2. Commerce and Industry Chambers - BRICS

Chinese Commerce Chamber
http://www.made-in-china.com/info-centre/main/chamber-of-commerce-in-china.html

Russian Commerce and Industry Chamber
http://www.linkedin.com/groups/Brazilian-Russian-Chamber-of-Commerce-3717659
http://www.tpprf.ru/en/news/ccinews/index.php?from_12=52

South African Commerce Chamber
http://www.sacci.org.za/
http://www.jcci.co.za/

Indian Commerce Chamber
http://www.indiabrazilchamber.org/
3. Directory of the Main Commerce and Industry Chambers in São Paulo
http://financas.cuiket.com.br/sao-paulo/camaras-de-comercio/
4. Directory of the Commerce and Industry Chambers in Brazil
http://br.nget.com/Sociedade_Politica/Associacoes/Empresariais/Camarascomercio/index.html
http://www.brazil.alloexpat.com/brazil_information/chambers_of_commerce_brazil.php
5. Directory of Commerce and Global Industry Chambers
http://business-advice-other-services.europages.co.uk/business-directory-europe/did-24/hc21735/pg-3/Chambers-of-commerce-and-industry.html
http://fita.org/webindex/browse.cgi/International_Trade_Associations_including_Chambers_of
_Commerce/Country_Specific_Chambers_of_Commerce
6. Export to Israel
http://www.export.gov.il/eng/Homepage/
19
PARTIAL REFERECENCES
BAXTER, MIKE. Product Project: Practical Guide to New Products Design. Ed. Edgard Blucher,
2000
Kotler, P. e Armstrong, G. Princípios de Marketing. São Paulo: Pearson Prentice Hall, 2010
LAS CASAS, Alexandre Luzzi. Marketing. 8.ed. SÃO PAULO: Atlas, 2009
Product
Project:
Practical
Guide
to
New
Products
Designhttp://www.dep.ufmg.br/disciplinas/epd073/apostilaprodutoufmg.pdf
2nd
edition:
20