INADAYS:台灣捕蚊產品之商業計畫書 - 政大學術集成

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(1)國立政治大學商學院國際經營管理英語碩士學位學程 International MBA Program College of Commerce National Chengchi University 碩士論文政治大立Master’s Thesis. ‧. ‧ 國. 學. INADAYS: Business Plan for Taiwanese Mosquito Trap. n. al. er. io. sit. y. Nat. INADAYS: 台灣捕蚊產品之商業計畫書. Ch. i n U. i e nJesus Student: g c hQuiroa Advisor: Jack Wu. January 2016 中華民國一O五年一月. v.

(2) INADAYS: Business Plan for Taiwanese Mosquito Trap INADAYS: 台灣捕蚊產品之商業計畫書. 研究生: 紀禾斯. Student: Jesus Quiroa. 指導教授：何小台. Advisor: Jack Wu. 治政商學院國際經營管理英語碩士學位學程大立碩士論文學. ‧ 國. 國立政治大學. A Thesis. ‧. Submitted to International MBA Program National Chengchi University. y. Nat. for the degree of. n. al. Ch. Master. e ning c h i. er. io. sit. in partial fulfillment of the Requirements. i n U. Business Administration. January 2016 中華民國一O五年一月. v.

(3) Acknowledgements. First of all I would like to express my gratitude to Mrs. Lichi Ho. My support in all the academic matters during my studies in the MBA program. With her support everything was much easier and have to say she represents a key role in the program as well. To prof. Jack Wu for his adviser and support during the thesis elaboration process. To my company back home (Grupo Fe 26) for supporting me during my stay in Taiwan and let me have the opportunity to fulfill my studies at NCCU. The reason of choosing a Taiwanese product is. 治政大business plan is simple but yet take it to reality. As you will read in the following pages the 立 brings new technology to the world. Connect Asia and Latin America is something that has. simple and perhaps obvious. My philosophy in everything I do in the professional area is to. ‧ 國. 學. been done for quite a while now. But was reserved mostly for big sized companies. My idea is to bring Taiwanese innovation directly to the local market having the opportunity to do. ‧. this with the company in Guatemala with projections to central America and the Caribbean.. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(4) ¨All new projects start with emotion and motivation, for innovators there is nothing impossible¨ Toshio Ikeda. Abstract. INADAYS: Business Plan for Taiwanese Designed Product. 立. 政 By 治大 Jesus Quiroa. ‧ 國. 學. Mosquito control manages the population of mosquitoes to reduce their damage to human. ‧. health, economies, and enjoyment. Mosquito control is a vital public-health practice throughout the world and especially in the tropics because mosquitoes spread many. Nat. sit. y. diseases, such as malaria. Mosquito-control operations are targeted against different. io. er. problems: Nuisance mosquitoes bother people around homes or in parks and recreational areas; Economically important mosquitoes reduce real estate values, adversely affect. n. al. Ch. i n U. v. tourism and related business interests, or negatively impact livestock or poultry production;. engchi. Public health is the focus when mosquitoes are vectors, or transmitters, of infectious disease. Disease organisms transmitted by mosquitoes include West Nile virus, Saint Louis encephalitis virus, Eastern equine encephalomyelitis virus, Everglades virus, Highlands J virus, La Crosse Encephalitis virus in the United States; dengue fever, yellow fever, Ilheus virus, malaria, and filariasis in the American tropics; Rift Valley fever, Wuchereria bancrofti, Japanese Encephalitis, chikungunya, malaria and filariasis in Africa and Asia; and Murray Valley encephalitis in Australia..

(5) Since many mosquitoes breed in standing water, source reduction can be as simple as emptying water from containers around the home. This is something that homeowners can accomplish. For example, homeowners can eliminate mosquito breeding grounds by removing unused plastic pools, old tires, or buckets; by clearing clogged gutters and repairing leaks around faucets; by regularly changing water in bird baths; and by filling or draining puddles, swampy areas, and tree stumps. Eliminating such mosquito breeding areas can be an extremely effective and permanent way to reduce mosquito populations without resorting to insecticides. However, this may not be possible in parts of the developing world where water cannot be readily replaced due to irregular water supply.. 政治大. Taiwan resides on a tropical weather meaning that has a good environment for mosquitos and many other types of bugs to spread easily. The same goes for Guatemala which is also. 立. located in a sub-tropical weather situation.. An enormous amount of consumer interest has. ‧ 國. 學. been generated by the marketing of new devices designed to attract, then either trap or kill, mosquitoes. The general idea is to reduce the number of questing mosquitoes that would. ‧. otherwise be afflicting the homeowner. Many products even claim to significantly reduce or even collapse local mosquito populations by decreasing the number of egg-laying. sit. y. Nat. females through their capture. Inadays bring us new technology in which can be easily. io. friendly but also cheaper in the long term.. n. al. Ch. engchi. er. marketed in the central American market not only because people will realize that is eco. i n U. v.

(6) TABLE OF CONTENTS 1. Introduction to Mosquito trap……………………………………………………………......01 1.1. Mosquitoes and Control……………………………………………………………….......02 1.2. New trends………………………………………………………………………………...02 2. Inadays…………………………………………………………………………………………04 2.1. Company history…………………………………………………………………………04 2.2. R & D……………………………………………………………………………………...05 2.3. Design and benefits…………………………………………………………………….....06 3. Worldwide Technologies………………………………………………………………….......09 3.1. The Americas………………………………………………………………………….......09 3.2. Europe and Africa…………………………………………………………………………12 3.3. Asia and Oceania. ………………………………………………………………………....13 4. Regional Products…………………………………………………………………………......15 4.1. Dynatrap ………………………………………………………………………………......15 4.2. Bayer Corporation………………………………………………………………………...18 4.3. S.C. Johnson & Son…………………………………………………………………….....18 5. Guatemala Market Context………………………………………………………………......21 6. Target Market Analysis Summary………………………………………………………......29 6.1. Country Market Segmentation…………………………………………………………....30 6.2. Product Market Segmentation………………………………………………………….....32 6.3. Market Trends…………………………………………………………………………......33 6.3.1. Eco friendly technology………………………………………………………….......33 6.3.2. Simple and reliable solutions………………………………………………………...35 6.3.3. Fair Trade………………………………………………………………………….....36 6.4. Target Customers Middle and upper segment …………………………………………....37 6.5. Internet and Smartphone in Guatemala…………………………………………………..38 7. Business Model Proposition……………………………………………………………….....40 7.1. Business Model Canvas…………………………………………………………………..40 7.2. Mission and Vision………………………………………………………………………..43 7.3. Key of Success………………………………………………………………………….....43 7.4. Objectives………………………………………………………………………………....44 7.5. Company summary…………………………………………………………………….....44 7.6. Company Operation and SWOT analysis………………………………………………...46 7.7. Strategy and Implementation summary………………………………………………......46 7.8. Financial Analysis………………………………………………………………………....47 8. Marketing Strategy…………………………………………………………………………...50 8.1. Positioning Statement………………………………………………………………….....50 8.2. Price Strategy……………………………………………………………………………..50 8.3. Promotion Strategy…………………………………………………………………….....51 8.4. Placing Strategy…………………………………………………………………………..52 8.5. Sales Strategy…………………………………………………………………………......53. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v.

(7) 1. Introduction to Mosquito Traps Mosquitoes are a family of small, midge-like flies: the Culicidae. Although a few species are harmless or even useful to humanity, the females of most species are ectoparasites whose tube-like mouthparts pierce the hosts' skin to suck the blood. Thousands of species feed on the blood of various kinds of hosts, mainly vertebrates, including mammals, birds, reptiles, amphibians, and even some kinds of fish. Some mosquitoes also attack invertebrates, mainly arthropods. Though the loss of blood seldom is of much. 政治大 constitutes a serious nuisance. Much more serious though, are the roles of many species of 立 mosquitoes as vectors of diseases. In passing from host to host, some of them transmit importance to the victim, the saliva of the mosquito often causes an irritating rash that. ‧ 國. 學. extremely harmful infections such as malaria, yellow fever, and filariasis.. ‧. In the sense of the entire family Culicidae, mosquitoes are cosmopolitan; in every land region except for Antarctica and a few islands, mainly in polar or subpolar climates, at. y. Nat. sit. least some species of mosquito will be present. Iceland is an unusual example of such an. er. io. island, being essentially free of mosquitoes. In warm and humid tropical regions, various mosquito species are active for the entire year, but in temperate and cold regions they. n. al. Ch. i n U. v. hibernate or enter diapause. Arctic or subarctic mosquitoes, like some other arctic midges. engchi. in families such as Simuliidae and Ceratopogonidae may be active for only a few weeks annually as melt-water pools form on the permafrost. During that time, though, they emerge in huge numbers in some regions and may take up to 300 ml of blood per day from each animal in a caribou herd.. Worldwide introduction of various mosquito species over large distances into regions where they are not indigenous has occurred through human agencies, primarily on sea routes, in which the eggs, larvae, and pupae inhabiting water-filled used tires and cut flowers are transported. However, apart from sea transport, mosquitoes have been 1.

(8) effectively carried by personal vehicles, delivery trucks, trains, and aircraft. Man-made areas such as storm water retention basins, or storm drains also provide sprawling sanctuaries. Sufficient quarantine measures have proven difficult to implement. In addition, outdoor pool areas make a perfect place for them to grow.. Control Many methods are used for mosquito control. Depending on the situation, the most important usually include: source reduction (e.g., removing stagnant water), biocontrol (e.g. importing natural predators such as dragonflies), trapping, and/or insecticides to kill larvae or adults exclusion (mosquito nets and window screening). 政治大 In this case our main form of control will be exclusion. Which is the basic principle 立 of function of the trap itself. In combination with scrupulous attention to control of. ‧ 國. 學. breeding areas, window screens and mosquito nets are the most effective measures for residential areas. Insecticide-impregnated mosquito nets are particularly effective because. ‧. they selectively kill those insects that attack humans, without affecting the general ecology of the area.. sit. y. Nat. al. er. io. Mosquito Trap and new tends. n. An enormous amount of consumer interest has been generated by the marketing of new. Ch. i n U. v. devices designed to attract, then either trap or kill, mosquitoes. Power supplies for each. engchi. type of trap vary. Some are totally self-contained, utilizing propane to provide both power and a source of carbon dioxide as an attractant. These units have the advantage of portability, allowing them to be placed at a considerable distance away from home-sites and electrical outlets. This may be an important consideration on larger properties, i.e. those over an acre in area, by allowing mosquitoes to be intercepted long before they come into the vicinity of human activity.. This portability comes at a price, though, for the thermoelectric generator that uses excess heat from the combustion process to generate electricity to run the intake fans is quite expensive. Most units rely upon power cords utilizing AC outlets. This limits them 2.

(9) somewhat to smaller areas served by extension cords, but their price is commensurately less than their self-contained counterparts.. All of these traps utilize some form of attractant that lures the host-seeking female mosquitoes to a capture or killing device. In some cases, mosquitoes are captured via an impellor fan that suctions them into a net, where they desiccate while other trapping systems use a sticky surface to which the mosquitoes adhere when they land. Still others utilize an electric grid to electrocute mosquitoes drawn into contact. Attractants used are generally variations on a common theme of imitating the mammalian scents and body heat that provide host cues to questing female mosquitoes. The vast majority of these traps use. 政治大 mosquitoes. Whether this will produce a noticeable reduction in the mosquito population in 立 each case will depend upon a number of factors, e.g. individual tolerance level, absolute carbon dioxide. Nonetheless, these devices will trap and kill measurable numbers of. ‧ 國. 學. mosquito population size, proximity, size and type of breeding habitat producing reinfestation, wind velocity and direction, and species of mosquito present, and others.. ‧. Depending upon their placement, wind direction, and inherent trapping efficiency, traps may actually draw more mosquitoes into an area than they can possibly catch.. n. er. io. sit. y. Nat. al. Ch. engchi. 3. i n U. v.

(10) 2. Inadays (Company profile) Green Life is dedicated to the development of photocatalyst ovitraps. We are the "mosquito-catching experts." Since 2009, Green Life has successfully taken nearly 60% of the market share in Taiwan and accumulated sales reached 500 thousand ovitrap devices in 2012, with an export market extending throughout Southeast Asia. Green Life is determined to become a worldwide brand for ovitraps. Wherever mosquitoes are, inaTrap will be. In the future, we are planning to work with the World Health Organization to provide a feasible solution for malaria problems in Africa and became the most distinguished "mosquito-catching expert" in the world.. 政治大 home electronic appliance market, 立 consumers have higher expectations toward functional Eco-friendly, technology and aesthetics are the core values of Green Life. In the. products. There are more and more people pursuing fashionable home electronic appliances,. ‧ 國. 學. and wish to link trends and modern designs to create personal home styles. Green Life expects ovitraps to become an aesthetic and innovative product contributing to the. ‧. improvement of human living environments.. Nat. sit. y. Green Life is devoted to creating a sustainable business, concentrating on the. io. er. innovation and research of “photocatalyst ovitrap, ovitrap agents, and green life.” Green Life not only actively collaborates with the industrial, public and academic sectors to. n. al. i n U. v. promote the correct knowledge on combating mosquitoes, but also encourages its. Ch. engchi. employees to participate in social welfare-related activities. Our core value is sustainable development and our goal is to create healthy and environmentally friendly lifestyles. Timeline 2010 On Jan. 8th, 2010, the company was founded. Design the second generation product with the goal of improving the first generation photocatalyst ovitrap.. 4.

(11) The second generation photocatalyst development was completed in 2010 and the company achieved an 80% market share in Taiwan. Obtained patent certification for the structure of an insect and fly capture device (New Model M388845) Obtained a US new style patent on multi-functional ovitrap (Patent No. US D623,259 S) Obtained a China new style patent for open-lid multi-function ovitrap (Patent No. ZL 2010 3 0138008.7) 2011. 政治大. Conducted research and development for the third generation photocatalyst ovitrap. 立. The third generation photocatalyst inaTrap was completed and pre-order launched on. ‧ 國. 學. December. Official sales began on January 2012. Received the 2011 Business Startup Award. ‧. Sponsored the Taipei International Flora Exposition. y. Nat. er. io. sit. Organized the Mosquito Catching Contest Obtained patent certification for ovitrap (New Design 138670).. al. n. iv n C Obtained patent certification for the structure h e n gof cmosquito i Uand insect trapping devices (New h Model M396614). Obtained patent certification for the fixing structure of the fans (New Model M397135). Obtained patent certification for the insect terminator device (New Design D139868). Obtained patent certification for ovitrap (New Design D143241). Obtained patent certification for partition board (New Model M414826) Obtained a US new style patent for insect terminator device (Patent No. US D624,808 S) 5.

(12) R&D Mosquitoes and insects are major disease carriers that compromise the quality of our lives. The good news is that the reduction of the annoying feeling and chances of infection can be achieved by using ovitraps. Traditional ovitraps have been on the market for over 20 years. In older models, the major attractant used was UV light, but it attracts not only mosquitoes but also other phototactic insects, which results in the capture of harmless insects. Illumination from sunlight is far greater than from UV light.. Therefore,. in. such. an. environment,. the. effectiveness of ovitraps is compromised and the devices. 政治大. become useless for certain types of mosquitoes appearing. during daytime, such as aedes mosquitoes, including. 立. aedes aegypti and aedes albopictus.. ‧ 國. 學. Currently, five commonly seen mosquitoes are being studied in the laboratory:. ‧. Culex tritaeniorhynchus summorosus, culex quinquefasciatus, armigeres subalbatas, aedes. y. Nat. sit. aegypti and aedes albopictus.Targeting these five different types of mosquitoes, specialized. al. er. io. research in attracting odors and light wavelength was conducted and the research team. n. developed respective ovitraps and attractants through laboratory experiments and field. Ch. i n U. v. testing. The results are expected to not only solve problems of certain types of domestic infectious. diseases,. but. can. also. e ben g c h i. promoted in regions and countries that have problems associated with mosquitoes.”. 6.

(13) InaTrap Design. This design is inspired by celadon, a type of ceramics, from the Song Dynasty. The irregular contour from nature draws the body outlines, and the integrated oriental impression merges into the design with implications of purity and harmony, presenting a. 政治大. humble and sincere culture in between the linear. movement and blending rigidity and softness to shape. 立. the delicate elegance from the indigo glow of the elegant blue.. ‧. ‧ 國. 學. The streamlined/screwless design not only makes repair. y. Nat. and service easy, but also enables users to replace the. n. er. io. al. sit. consumable parts and recycle the plastic waste.. Ch. engchi. i n U. Transparent and curvaceous light ring designed in a glossy rounded body increases transmittance and reflectance of UV rays by 25% and enhances the effectiveness of the ovitrap.. 7. v.

(14) The turbine trapping device is designed with a maximum 18° air flow angle, which significantly reduces air resistance and increases. mosquito. suction. to. effectively. prevent. mosquitoes escaping from the fan clearance while the power is off.. Product Benefits. 政治大.  The brand new third generation inaTrap adopted the panel-level long-lasting CCFL tube and a 9cm large silent fan. The brand new structure design and the. 立. transparent curvaceous light ring designed with a glossy rounded body are. ‧ 國. 學. coordinated with a new style turbine trapping device, which increases the effectiveness of the ovitrap by 33%.. 5W, which means it costs less than NT$10 per month.. Nat. sit. y. ‧.  With the new generation SPS digital control output, the machine consumes only.  Inatrap uses the panel-level long-lasting CCFL tube and long-lasting bearing fan.. io. er. The duration of CCFL tubes is up to 18,000 hours, which is four times longer than. al. n. iv n C bearing fan is two times longer compared with general U fans. The screwless buckle he i h n c g design makes DIY replacement of the consumable parts possible. the tubes used for general ovitraps. In addition, the duration of the long-lasting.  inaTrap can be connected to electric sources of full voltage (AC 100-240V), 12V car charger or direct use of 15W solar panels. It is equipped with a two-stage LED touch switch combined with a 12-hour timer function, which provides an easy start for users.. 8.

(15) 3. Worldwide Technologies America According to the AMCA (American mosquito control association) control can be divided into two areas of responsibility: individual and public. But our main focus here is into the household application. Homeowners can take the following steps to prevent mosquito breeding on their own property: Destroy or dispose of tin cans, old tires, buckets, unused plastic swimming pools or other containers that collect and hold water. Do not allow water to accumulate in the saucers of. 政治大 Clean debris from rain gutters 立and remove any standing water under or around structures, flowerpots, cemetery urns or in pet dishes for more than 2 days.. or on flat roofs. Check around faucets and air conditioner units and repair leaks or eliminate. ‧ 國. 學. puddles that remain for several days. Eliminate seepage from cisterns, cesspools, and septic tanks. Eliminate standing water around animal watering troughs. Flush livestock water. ‧. troughs twice a week. Check for trapped water in plastic or canvas tarps used to cover boats,. y. Nat. pools, etc. Arrange the tarp to drain the water. Check around construction sites or do-it-. sit. yourself improvements to ensure that proper backfilling and grading prevent drainage. Dynatrap traps. al. n. days.. er. io. problems. Irrigate lawns and gardens carefully to prevent water from standing for several. Ch. engchi. i n U. v. A Milwaukee (U.S.A.) based company focused on home and household mosquito traps and commercial use. MEGA Catch traps Mega catch traps is a product designed in the United States. It has an improved heat profile, multi frequency UV LED's to increase capture rates as well as a new all weather fan design with stainless ball bearings to maximize performance and minimize maintenance.. 9.

(16) Ideal for use in small yards, patios and gardens, the MegaCatch™ ALPHA Mosquito Trap can attract mosquitoes and other biting insects from as far away as 90 feet.. Heat. pulsing from a powerful central core heat system with digital pulse width modulation channel allows the ALPHA Mosquito Trap to simulate subtle changes in human body temperature. Designed to work without or without attractants, Mega-Catch™ fragrance strips have been specifically formulated to boost capture rates of nuisance mosquitoes as well as sand flies,. 政治大. black flies and biting midges (no-see-ums).. 立. ‧ 國. leaving not many options to the casual home user.. 學. However the focus of this company is more industrial use oriented. ‧. Mosquito Magnet. y. Nat. Mosquito Magnet is the leading biting insect trap with over 65% share in the. sit. consumer/residential market and is the only long-term solution that is scientifically proven. er. io. to effectively reduce mosquitoes and other biting insects. However the company has a. al. n. iv n C mention them as they have come up with innovations such as: h emany ngchi U. different market focus oriented more into farming and business solutions. It is worth to. First carbon dioxide-based biting insect trap for commercial use First propane-powered mosquito trap for consumer use Lurex3™, the first and only EPA-approved attractant specifically formulated to capture the invasive Asian Tiger Mosquito, a known carrier of West Nile Virus Patented cartridges to gradually release measured amount of attractants, an advanced design to ensure cartridge replacement and propane refilling are synchronized. 10.

(17) Invented the Counterflow technology™, designed to emit a precise amount of carbon dioxide, heat, octenol and humidity, while simultaneously vacuuming insects into a net, taking advantage of the mosquito’s instinct to turn upwards as it approaches the trap. Extensive evidence from independent research studies as well as data testimonials from the USDA, U.S. Army, Navy and Coast Guard, the Centers for Disease Control, numerous universities and state mosquito control agencies, health departments, and independent nationally-renowned entomologists around the world have verified the efficacy of the Mosquito Magnet® product.. 政治大. Thus there are many other recognized brands such as Coleman and Sonicweb they do not. 立. provide any substantial information for future mosquito trap innovations. Here are some. ‧ 國. 學. facts about American innovations on mosquito traps:.  Lighting arrays – The Mega-Catch has the most sophisticated of the light systems,. ‧. with an array that flashes both visible and invisible spectrums at oscillating frequencies tested and proven to appeal to mosquitoes. The Dragonfly II has a night. y. Nat. sit. light and Koolatron traps use a blue light system. Mosquito Magnet traps do not. n. al. er. io. seem to offer this feature.. Ch. i n U. v.  Attractant lures – All four traps offer some variety of fragrance strip or lure. Mega-. engchi. Catch, Dragonfly, Mosquito Magnet and Koolatron all offer Octenol strips as an accessory, which is effective on some, but not all mosquito species. In 2009 MegaCatch released a combination lure which incorporates synthetic Octenol, Lactic acid and other ingredients specifically formulated to attract the Asian Tiger (Aedes albopictus) and other nuisance mosquitoes, as well as sand flies, black flies and biting midges (no-see-ums).  CO2 systems – Mega-Catch offers a CO2 system as an additional component of its Ultra and Premier XC traps, although testing has shown it isn’t necessary to attract all mosquito species. 11.

(18)  Heat systems – All the brands use some form of heat emission to help attract mosquitoes once they are close. The heat source usually is located near the trap intake system.. Europe and Africa In Europe the leading company for mosquito studies and control is a German based company called Biogents. Biogents develops and produces patented traps for mosquitoes and other blood-sucking insects which exhibit capture rates. 政治大. that are multiple times better than those of other designs. That is why, for example, Biogents traps are being investigated as a means for combating dengue fever as well. A. 立. project that is supported by the World Bank, the Bill-und-Melinda-Gates foundation and. ‧. ‧ 國. 學. state agencies in South America.. Today, the spectrum of Biogents mosquito traps ranges from devices that are used. sit. y. Nat. by scientists, health-care specialists and other professional users worldwide (BG-Sentinel) to those that are used by end-consumers (Mosquitaire and Mosquitito). In our contract. io. er. research sector , they offer a broad range of methods that can be used to investigate the. al. n. iv n C special textiles, repellents acting over h ea ndistance i Usimilar products. Here, Biogents g c hand. different modes of action of repellent products: mosquito repellent lotions and sprays,. advises, r esearches and develops by contract or carries out product comparisons and provides proofs of effectiveness. Bayer Bayeradvance a division of Bayer Corp (Germany) is also a leader in mosquito control and bugs in general. For more than 50 years, professionals have relied on the Bayer Corporation for innovation in pest control and turf management. Today, Bayer continues to earn global recognition, developing proprietary technologies and investing hundreds of millions of dollars in research to create the most 12.

(19) innovative products for you. With Bayer Advanced, many of Bayer's proprietary chemistries are now available for residential use, providing you with high-performance solutions for beautifying and protecting your yard and home. Traditions of innovative thinking and category-leading research power each Bayer Advanced solution, delivering fast action and long-lasting results - with less effort. We also have Bayer Vector control, Environmental Science is a division of Bayer CropScience dedicated to the non-agricultural pest and weed control market. We provide both professional and consumer solutions which improve the quality of life and protect the environment we live in, for the benefit of public health, the environment and economic and social well-being.. 政治大. In Africa they rely mostly on foreign based solutions, however in South Africa we have the Kendall Group company which manufactures their version of a Dynatrap model.. 立. Asia and Oceania. ‧ 國. 學. China and India base their mosquito control devices on American and European designs. We have companies such as:. ‧. Nat. based on an American mosquito traps.. er. Leowin solutions, and Indian based company. They designed their own mosquito. io. •. y. India, MM Marketing in which produce goodbye mosquito trap, but their design is. sit. •. al. trap called Mozziquit, a simple and affordable solution for the local market.. n. iv n C Australia nonetheless has several small h ecompanies i Uspecialize in the field. We have n g c h that. ambush mosquito traps, an entrepreneur company based in Bourke, in outback Australia. Their product ambush mark II works on a CO2 solution. the same chemical your body exhales with every breath. They create the CO2 by having an area of the trap sprayed with Titanium Dioxide; when this substance is exposed to ultra violet light Carbon Dioxide is created. MTech international is an Australian based company that specializes on mosquito control devices. The company specializes in mosquito technology research, manufacture and distribution of electric and gas control machines across Australia and worldwide. Using our best patented technology, the Slayer series of midge and mosquito traps are 13.

(20) scientifically proven to catch and kill between 86% and 98% of the females. M-Tech International has provided mosquito traps to more than 75 countries worldwide, for more than 10 years. They are renowned for consistently providing people with the best mosquito protection available. Pestrol Australia also has a variety of mosquito control devices but their focus is more in general terms for pests and animal control.. 立. 政治大. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 14. i n U. v.

(21) 4. Regional Products (Central America) The market in Central America is condensed to several products not only we can have mosquito traps but also chemical products that help to fight the insects. In the market we can find the following products: Dynatrap and Bayer. Basically they are the leaders in that segment with Bayer leading the market share. Let’s take a closer look to each company. Dynatrap Dynamic Solutions Worldwide, LLC is a company founded in 2006. Based in Milwaukee Wisconsin. Their main focus in the market are retail customers for domestic and garden use.. 政治大. Until now they offer a variety of products from small to big coverage area solutions.. 立. But then how it works:. ‧ 國. 學. The DYNATRAP offers a 3-way protection plan for insect elimination. First, UV fluorescent bulbs produce warm light to attract insects to the DYNATRAP. Second, an. ‧. exclusive coating of titanium dioxide (TiO2) inside Dynatrap produces carbon dioxide (CO2), which is irresistible to mosquitos. Third, the insects are lured to the powerful. y. Nat. sit. vacuum fan, where they are collected and trapped into the retaining cage away from the. n. al. er. io. area of usage providing the user safe pest protection and comfortable living quarters.. Ch. engchi. i n U. v. Mosquitos and other flying insects react extremely sensitively to certain wavelength of ultraviolet rays. The Dynatrap's special UV bulbs are made of the highest quality and designed to last approximately 3000 hours (or 4 months). The Dynatrap can attract and capture mosquitos both in bright and dark outdoors and indoors, and is designed to run 24/7. Mosquitos, even in the dark, can easily find where people or animals are by sensing their carbon dioxide and temperature emanations. Scientists consider carbon dioxide as the single most important cue used by mosquitos for locating a source of blood. Certain parts inside the Dynatrap are coated with titanium dioxide (TiO2), and when the Dynatrap's special ultraviolet wavelength hits the TiO2, a photocatalytic reaction takes 15.

(22) place that produces carbon dioxide. This is the same CO2 that humans exhale, and is irresistible to mosquitos. Once flying insects have been attracted to the Dynatrap by warm UV light and CO2, the Dynatrap's powerful (yet whisper-quiet) fan serves two functions. It is first used to draw insects into the retaining cage. It then keeps those insects from escaping using the vacuum action created by the continuous cycle of the fan. The Dynatrap is energy efficient and is designed to run continuously. The fan is so quiet, it's hardly noticeable. Insects are drawn into the retaining cage trapping them until they dehydrate and die. The retaining cage can be removed, allowing the contents to be periodically emptied into the trash. The screened material on the retaining cage allows what. 政治大. has been trapped in the unit to be seen, and alerting you when the cage needs to be emptied. A special interchangeable retaining net can also be purchased for use with some Dynatrap. 立. models for high catch rates — typically useful in agricultural settings near livestock.. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. 16. i n U. v.

(23) •. Ultralight Mosquito and Insect Trap DT150 •. Protect up to 300 sq ft. •. Ultralight and portable.. •. Color- Midnight Blue. •. Tabletop or Hang from a chain (chain not included). Indoor. 立. ‧ 國. ‧. •. 學. Retail price: $45. 政治大. Color- Matte Black. •. Tabletop. Indoor. y. sit. •. al. n. Protect up to 1000 sq ft. io. •. er. DT250IN. Nat. Indoor Mosquito and Insect Trap. Ch. engchi. 17. i n U. v.

(24) Retail price: $109. Bayer Bayer is a German chemical and pharmaceutical company founded in Barmen (today a part of Wuppertal), Germany in 1863. It is headquartered in Leverkusen, North RhineWestphalia, Germany and well known for its original brand of aspirin. Bayer's primary areas of business include human and veterinary pharmaceuticals; consumer healthcare products; agricultural chemicals and biotechnology products; and high value polymers. The. 政治大 A well-known brand worldwide 立 Bayer has positioned itself in the insect control market. company turned 150 years old on 1 August 2013.. ‧ 國. 學. Along with Johnson and Son they control the pesticide and chemical market in central America. Back in 2003 Bayer retired from the domestic pesticide and insect control market. Still as of today they continue to be the chemical suppliers for that matter.. ‧. S.C. Johnson & Son. y. Nat. sit. S.C. Johnson & Son (commonly referred to as S. C. Johnson and S.C. Johnson, A Family. al. er. io. Company in its commercials), previously known as S. C. Johnson Wax (and earlier,. v. n. Johnson Wax), is an American privately held, global manufacturer of household cleaning. Ch. i n U. supplies and other consumer chemicals based in Racine, Wisconsin. It has operations in 72. engchi. countries and its brands are sold in over 110. It is the largest component of the Johnson Family Enterprises, which also includes the Johnson Financial Group, and Johnson Outdoors. In 2006, S. C. Johnson & Son employed approximately 12,000 and had estimated sales of $7.5 billion. The company has two recognized brands: Baygon(Bayer heritage) and Raid. Before the Bayer acquisition several other brands such as Allout and Autan were also available but they are now united with the Raid and Baygon brands.. 18.

(25) Baygon Baygon is a pesticide brand produced by S. C. Johnson & Son. It is an insecticide used for extermination and control of household pests such as crickets, roaches,. ants,. carpenter. ants,. spiders,. silverfish. and. mosquitoes. In 1975, Baygon introduced Australia’s first surface spray for killing cockroaches and other crawling insects. Baygon was introduced by the German chemical manufacturer Bayer in 1975. In 2003, Bayer sold the brand to S. C. Johnson. 政治大 the pesticides are still manufactured by Bayer and supplied non-exclusively to SC Johnson. 立 & Son. As part of the agreement, the active ingredients used in. ‧ 國. 學. As a chemical Baygon products contain the pyrethroids cyfluthrin, transfluthrin, prallethrin and the carbamate propoxur and organophosphorus chlorpyrifos, as active ingredients. Pyrethroids can lead to a variety of ill effects if ingested in sufficient quantities, including. ‧. tremors, dyspnea, and paralysis.. io. sit. y. Nat. Raid. er. Raid is the brand name of a line of insecticide products produced by S. C. Johnson & Son,. al. n. iv n C allethrin. Raid derivatives aimed at particular species can contain other active h e n ginvertebrate chi U first launched in 1956. The initial active ingredient was the first synthetic pyrethroid,. agents such as the more toxic cyfluthrin, another synthetic pyrethroid. Currently Raid uses,. Tetramethrin, Cypermethrin and Imiprothrin to kill insects. Raid Flying Insect Killer, a spray, uses Prallethrin and D-Phenothrin. Nowadays Raid controls the domestic market with a large portfolio of insect control products. Most of them relying on chemicals and electricity to work. Some of the products worth to mention are:. 19.

(26) Raid® Electric - Fly & Mosquito Protector Raid ® Night & Day is a new way to control flies and mosquitoes without the irritating smell and spray. It uses unique sand core technology that releases the insecticide consistently and is both solvent free and fragrance free. Raid ® Night & Day offers convenient ‘set and forget’ 24 hour protection that lasts for 10 days continuously. Suitable for all areas in the home such as bedrooms and living rooms Room with space for 7-13 square meters.. 政治大. Retail price: $11 Refill capsule price: $9. 立. ‧ 國. 學. Raid® Flying Insect Killer. ‧. Raid® Flying Insect Killer is specially formulated to kill a number of flying insects including flies, mosquitoes, wasps, and hornets. It can be used both. y. Nat. sit. indoors. Although marketed as less toxical if compared to Baygon still. • •. al. n. •. er. io. they advise to the end user the following:. i n C Ventilate room thoroughly before h ere-entry. ngchi U. When used outdoors, spray when air is calm or with the wind in slight breeze.. •. v. Exit the treated area and keep room closed for 15 minutes.. Remove people and pets from area of treatment.. Retail price: $6. 20.

(27) 5. Guatemala Market Context To comprehend the Guatemalan market context for the product we are going to introduce we need to take a look to the following points: Weather, Mosquito (Actual situation in the country), brief regional and country economic analysis. Weather Guatemala has a few surprises in its climate. Because the country is in Central America, most people assume it has a tropical climate; however, despite the tropical location, Guatemala's mountains alter the weather. While parts of the country have a climate typical. 政治大 divide Guatemala into three climate zones, which include tropical, temperate and cool 立 zones.. of a tropical country, other areas actually see temperatures below freezing. Meteorologists. ‧ 國. 學. Tropical Zone. ‧. Guatemala has a long coastal plain along the Pacific Ocean, while the eastern side of the country has a shorter coastline along the Caribbean Sea. These coastal plains and lowlands. Nat. sit. y. have a distinctly tropical climate. The temperatures range from highs of 38 Celsius and. io. er. lows of 21 Celsius at night. The tropical zone stretches from each coastline, both east and west, inland to an altitude of 1,000 meters. Travelers to the tropical zone can expect high. n. al. Ch. humidity and hot temperatures year-round. Cool Zone. engchi. i n U. v. Most of Guatemala is rural and mountainous, and Guatemala's cool zone includes these mountainous regions that sit above 2,000 meters. In stark contrast to the tropical zone, nighttime temperatures are cold; on occasion, nighttime temperatures even fall below freezing. Daytime temperatures average around 21 C. The cool zone is a rural region with a single major city, Quetzaltenango, not often visited by tourists.. 21.

(28) Temperate Zone Many of the popular tourist destinations in Guatemala, such as Antigua and Guatemala City, are in the country's temperate zone. This zone includes any areas 1,000 meters above sea level to 2,000 meters above sea level. Temperatures are much more comfortable than the tropical zone, with daytime temperatures reaching a high of 29 C. Nighttime temperatures are cool, but never below freezing. This zone's warmest month is April, and the coolest month is January. Rainy and Dry Seasons. 政治大. Instead of winter and summer, Guatemala has a dry and rainy season. The rainy season extends from May to October, but has some short dry periods in July and August. The rainy. 立. season doesn't mean days of continuous rain; the sun still shines for part of the day, often. ‧ 國. 學. raining in the afternoon. Guatemala, however, rarely experiences heavy tropical storms. The dry period stretches from March to the early part of May when the country may go weeks without rain.. ‧. n. er. io. sit. y. Nat. al. v. ANNUAL JAN FEB MAR APR MAY JUN JUL AUG SEP OCT NOV DEC YEARS # CITIES. Average Temperature (C) Average High Temperature (C) Average Low Temperature (C) Average Precipitation (mm). 20.7. Ch. i n U. 21 20.1 19. 18. 11. 27.3 27.8 28.8 29.5 29.3 28.3 28.3 28.5 27.8 27.3 27.5 27. 13. 4. 18.8 19.3 20.3 21.3 21.8. 21.8 21.5 21.3 21.5 20.5 19.5. 13. 4. 1585.7 48.7 36.7 37.4 55.3 145.1 246.7 218.3 200 253.4 195.7 92.3 57.4. 22. 7. 28. 20.8. 18.9 19.6 21.4 22.2 22.5 22.2 21.6 21.7 21.3. engchi 22. * Years is the average number of years used to compute the average. # Cities is the total number of locations used to compute the average.. 22.

(29) Mosquito (Country Analysis) Weather situation tells us mosquito habitat is suitable in Guatemala. There have been found more than 139 types of mosquitoes in the region. A study was done by the Public health Research office from the University of South Carolina (U.S.) in 1994. They show that mosquito fauna has been steady due to weather and habitat conditions. Public Health. 政治大. Malaria, Dengue fever and Chikungunya diseases have appeared during the last 15 years. 立. and affecting to the local population, diseases which are transmitted through mosquito and. ‧ 國. ‧. According to LEPRA in action a nonprofit charity organization which in 2005 they. sit. y. Nat. helped to eradicate the disease to 95% in the entire country. Guatemala is cited as having the highest annual incidence of malaria in Central America (National. io. Malaria Programme, Guatemala) and in 2005 almost half of the registered malaria. er. •. 學. related insects. Some of important facts are:. al. n. iv n C Central America has seen a significant in malaria transmission in the last h e n gdecrease chi U. cases in Central America where in Guatemala (Pan American Health Organization).. decade; all seven countries (Belize, Guatemala, El Salvador, Honduras, Nicaragua, Costa Rica, and Panama) have experienced >50% decline in the number of confirmed cases between 2000 and 2010. As a result, five countries (Belize, Nicaragua, El Salvador, Panama, and Costa Rica) are designated as malaria eliminating, although all countries have joined a regional initiative that aims to eliminate malaria by 2020.. 23.

(30) •. Dengue is spread by the Aedes aegypti mosquito with an incubation period from 3 to 14 days. In 2012 a dengue fever spread in the country. Nearly 2,000 cases of dengue fever have been reported in Guatemala with fears more may follow, according to Plan International. Heavy rain has waterlogged swathes of the tiny Central American country, creating the perfect breeding ground for disease-carrying mosquitoes. Of the 1,813 confirmed cases, 26 have developed into the more serious dengue haemorrhagic fever, with three deaths.. 政治大 Health reports in their latest Epidemiology report that the country now has 21,859 立 autochthonous transmission cases. This is significantly up from what the Pan In 2014 chikungunya case became viral in the country. The Guatemala Ministry of. 學. ‧ 國. •. American Health Organization report on Dec. 12 (579 cases). 56.7 percent of. ‧. the cases were reported from the Escuintla area with 12,387(tropical area. y. Nat. sit. in the country). Females have been. io. by more than 10 percent. The virus is. n. al. Ch. er. more affected by the outbreak than men. i n U. v. passed to humans by two species of mosquito of the genus Aedes: A. albopictus and. engchi. A. aegypti. The strain of chikungunya spreading to the US from the Caribbean is most easily spread by A. aegypti.. Region and Country Risk Central American outperformers Costa Rica and Panama are facing a more challenging road ahead in the coming years. As real GDP growth slows in Panama on the back of the end of canal construction, establishing fiscal discipline will be crucial. Should the country fail to rein in spending in an environment of lower growth, this would likely cool investor enthusiasm toward the country. Similarly, Costa Rica is also facing a challenging fiscal 24.

(31) outlook, though we believe the country is more likely to embrace fiscal consolidation after a recent sovereign credit rating downgrade by Moody's. In contrast, our outlook for most of Central America's underperformers is brightening. Guatemala, Honduras and El Salvador will benefit from stronger US demand for their manufactured goods, rising remittance inflows and lower oil prices in the quarters ahead. That said, significant security risks will temper foreign direct investment into these countries over the next five years. Nicaragua's macroeconomic position is also especially vulnerable given its strong ties to Venezuela. Our core view is for a moderate slowdown in growth in the coming years due to an end to the Tariff Preference Level programme and our. 政治大. view that Venezuela will modestly reduce assistance to Nicaragua. However, if Venezuela were to suddenly cut off aid under the ALBA-TCP programme, this would see a sharp. 立. downturn in Nicaraguan growth and rising pressure on the country's macroeconomic. ‧ 國. 學. buffers.. Guatemala Economic Summary. ‧ y. Nat. 2011. n. al. GDP growth (%) Inflation (yearly average) (%). Ch. 4.2. i e n g c h6.2. er. io. sit. MAJOR MACRO ECONOMIC INDICATORS. i n U. 2012. 2013. 2014(f). 3.3. 3.3. 3.8. 4.5. 4.3. v3. Budget balance (% GDP). -2.4. -2. -1.8. -1.9. Current account balance (% GDP). -3.4. -2.9. -2.9. -2.9. 24. 24. 25. 26. Public debt (% GDP). 25.

(32) Strengths  Prudent economic policies: low public deficit and debt  Support from the USA and multilateral lenders  Free-trade agreement with the United States and the EU  Geographic proximity of the United States and Mexico  Strong tourism, agricultural, mining, hydro-electric and geothermal potential Weaknesses  Weak long-term growth. 政治大.  Vulnerability to external shocks (natural disasters, American economic situation, raw materials prices - coffee, sugar, bananas, gold, silver). 立.  Weak government revenues and institutions. ‧ 國. 學.  Social tensions (poverty, inequalities, low education standards, ethnic divisions)  Deficient infrastructures  Drug-related criminality. ‧.  Weak investment. y. sit. n. al. er. io. Growth. Nat. Risk analysis. Ch. i n U. v. Growth will remain moderate and close to its potential in 2014, still driven by household. engchi. consumption (85% of GDP), which will benefit from buoyant credit supply, despite its high cost, and from increased transfers from emigrant workers. Inflation is expected to be tamed due to the reasonable prices of imported oil, maize and wheat. Investments and exports will grow modestly in line with the economic situation in North and Central America. However, growth is modest, hindered by structural constraints such as low productivity, infrastructure inadequacies, poverty and insecurity. Agricultural potential is under-exploited because of the lack of support for the rural population, very largely of Mayan origin and often destitute. At present, agriculture employs 30% of the working population for only 13% of GDP. Industry (18% of GDP), 26.

(33) particularly sugar and textiles, and tourism are expected to benefit from the upturn in North American demand. Services (60%) will benefit from dynamic consumption, while construction will again play a modest role: 3% of GDP. Deficit The current account deficit originates from the trade deficit (11% of GDP). It is not expected to change greatly, with the healthy state of textile, agricultural and mineral exports, mainly to the United States and neighbouring countries, offsetting the growth of imports of fuel, cereals and capital goods. The services deficit will remain insignificant, with tourism income covering almost all the transport costs of goods. The revenue deficit. 政治大 repatriation. Remittances from emigrants (11% of GDP), numbering 1.5 million, 1.3 立 million of them in the United States, although essentially stable, are considerable and will remain weak (3%), with foreign companies preferring local re-investment to profit. ‧ 國. 學. largely offset the trade deficit. The remainder (2.9% of GDP) is largely funded by foreign investments in agriculture, mining and finance, essentially from North America and. ‧. Columbia, as well as borrowing, incidentally making it possible to increase the resulting foreign exchange reserves, which help to strengthen the quetzal, the local currency, whose. y. Nat. sit. fluctuation is controlled by the Central Bank. External debt represents 29% of GDP. It has. al. er. io. grown appreciably, mainly due to international borrowing by the private sector (especially. n. the banks), with the public portion of external debt accounting for only 45% of the total. Public Action and Shortcomings. Ch. engchi. i n U. v. The scope for public action is impeded by weak fiscal revenues: 12% of GDP, a level well below that of comparable countries. The revenues consist mainly of indirect taxes, particularly customs duties, reduced by smuggling and the corruption of the collecting agencies. Implementation of the tax reforms, passed with difficulty in 2012, aimed at increasing government revenues by 1.5% of GDP, is slowed by the multitude of judicial appeals. The informality of a large part of the economy (70% of jobs) hampers collection. Moreover, it took the congress a year to adopt a text in October aimed at combatting tax evasion and promoting transparency in the use of public funds. Public debt represents only 25% of GDP but it is increasing a little every year. Its external element (50%) is growing 27.

(34) due to the higher cost of domestic borrowing held mostly by the Guatemalan Social Security. In view of the financing needs and, if revenues do not increase, it could represent 30% in 2018. The meagre fiscal revenues mean public investment (2.7% of GDP) cannot be increased and poverty, affecting half the population, child malnutrition and illiteracy, concerning a quarter of adults, cannot be effectively combatted. Only 18% of the economically active population say they have completed primary education. Spending on education represents only 3% of GDP, on health 1%. The weakness of the police and the judiciary leave the field open for corruption and the violence of the maras (gangs) thriving on drug trafficking.. 政治大. President Otto Perez Molina, whose sole mandate runs until September 2015, is aware of these failings. But his party, the Partido Patriota (conservative), not having an absolute. 立. majority, is forced to form temporary coalitions. The reluctance of the business community. ‧ 國. 學. and the elite to increase the state’s capacity to act is met by the opposition, sometimes violent, of the rural and indigenous population (40% of the total), discontented with its lot,. ‧. against the development of mining and hydroelectric activity. Figure 1: Latin America GDP per capita 2012 PPP.. n. er. io. sit. y. Nat. al. Ch. engchi. 28. i n U. v.

(35) 6. Target Market Analysis We now appreciate the potential of the central American market, weather conditions, mosquito fauna and reasonable economic situation give us a good perspective. The focus in this business plan will be Guatemala. Due to business experience, marketing knowledge, distribution channels and good business relationship with local sales companies. Guatemala’s economic freedom score is 61.2, making its economy the 83rd freest in the 2014 Index. Its score has increased by 1.2 points, reflecting improvements in six of the 10 economic freedoms including business freedom, investment freedom, and freedom from. 政治大. corruption. Guatemala is ranked 17th out of 29 countries in the South and Central America/Caribbean region, and its overall score is above the regional and world averages.. 立. Over the 20-year history of the Index, Guatemala’s economic freedom has largely stagnated.. ‧ 國. 學. Improvements in trade freedom, investment freedom, and business freedom have been undermined by an expansion of government spending and taxation and double-digit. ‧. declines in property rights and freedom from corruption. Reflecting the lack of a consistent governmental commitment to structural reform, the Guatemalan economy has fluctuated in. y. Nat. er. io. Index.. sit. the ranks of the “moderately free” and the “mostly unfree” throughout the history of the. al. n. iv n C promoting the effective rule of law.hThe judicial system e n g c h i U remains vulnerable to political interference, and lingering serious corruption further undermines the emergence of a more. Guatemala enjoys a relatively high degree of market openness but continues to lag in. vibrant private sector. Important Facts  Population: 15.1 million  GDP (PPP): $78.7 billion 3.0% growth 29.

(36)  2.8% 5-year compound annual growth $5,209 per capita  Unemployment: 4.1%  Inflation (CPI): 3.8% Country Market Segmentation Guatemala has the largest population in Central America with over 15 million people. The largest ethnic group in the Republic of Guatemala is the group of people who identify as. 政治大 population. The other ethnicities in the country are indigenous populations: K’iche, 立 Kaqchikel, Mam, and Q’eqchi. There are also some other small Mayan groups. The official. mestizo, which is mixed ancestry, or European. This group makes up about 59% of the. ‧ 國. 學. language of the country is Spanish; however, there are also 21 Mayan languages that are spoken throughout the country. But, 93% of the population does speak Spanish as a first or. ‧. second language.. sit. y. Nat. The population is much greater than the population of both Honduras and El Salvador and has been historically as well. Based on the total land area and the total population, the. io. er. population density of the country is about 348.6 people per square mile. The population of. al. n. iv n C been exhibiting. There is also a substantial migration rate, which accounts for the h e npositive gchi U. the Republic of Guatemala is expected to maintain its population growth trends that it has. population increase as well.. Year. Population (millions). Percent Increase. 2015. 16.304. 5.6%. 2020. 18.342. 12.5%. 2025. 20.468. 11.6%. 30.

(37) To get a proper perspective of the Guatemalan consumer situation lets see the consumer price index and consumer purchasing power. Consumer Price Index CPI in Guatemala averaged 26.56 Index Points from 1950 until 2014, reaching an all time high of 118.19 Index Points in November of 2014 and a record low of 1.71 Index Points in April of 1950. Consumer Price Index CPI in Guatemala is reported by the Banco de Guatemala. In Guatemala, the Consumer Price Index or CPI measures changes in the prices paid by consumers for a basket of goods and services.. 政治大. 立. ‧. ‧ 國. 學. n. er. io. sit. y. Nat. al. Ch. engchi. i n U. v. GDP per capita; PPP (US dollar) in Guatemala was last measured at 5019.41 in 2012, according to the World Bank. GDP per capita based on purchasing power parity (PPP). PPP GDP is gross domestic product converted to international dollars using purchasing power parity rates.. 1990 2000 2010.. 31.

(38) Country comparison: Now we compare Taiwan vs Guatemala. The reason is simple. Inadays product is already established in Taiwan and according to the company data they control 60% of the market share.. Indices Difference Consumer Prices in Taiwan are 13.48% higher than in Guatemala Consumer Prices Including Rent in Taiwan are 15.24% higher than in Guatemala. 政治大 Restaurant Prices in Taiwan are 20.29% lower than in Guatemala 立 Groceries Prices in Taiwan are 29.28% higher than in Guatemala Rent Prices in Taiwan are 21.67% higher than in Guatemala. ‧ 國. 學. Local Purchasing Power in Taiwan is 87.64% higher than in Guatemala Copyright © 2009-2015 Numbeo.. ‧ y. Nat. sit. We can appreciate the difference and that leaves forward to the focus in which we will. segment households, hotels, spas, supermarkets.. n. al. Product Market Segmentation. Ch. engchi. er. io. market the mosquito trap in Guatemala. The focus will be in the middle to upper class. i n U. v. According to local surveys for consumer goods. The main focus of the product will be domestic rather than industrial. Leaving the industrial segment to a 15% of the market share to hotels, spas, tourism spots, restaurants, etc. Domestic segment with 75% and others with 5%. (Source. Grupo Fe 26). 32.

(39) Market Segment 5 20. Domestic Industrial Other 75. Market Trends Eco-Friendly Technologies. 立. 政治大. ‧ 國. 學. The importance of eco-friendly technologies lies in the fact of a sustainable and long lasting product. Not only Inadays is eco-friendly product and practically harmless to the end user.. ‧. The green movement is gaining consistent momentum every day, so it’s essential to. y. Nat. exercise eco-friendly marketing techniques to keep up with the evolving market. Many. sit. companies and organizations are utilizing sophisticated technologies as well as grassroots. al. er. io. initiatives to provide items that are sustainably created. As such, consumers are constantly. v. n. looking for greener alternatives to their favorite products, so understanding how you can. Ch. align your business eco-friendliness is imperative.. engchi. i n U. Although not a leader in the consumer goods, Latin America plays an important role into the eco friendly trends. Eco tourism being one of them. Many of the isolated nature lodges and tour operators around the country are pioneers and dedicated professionals in the ecotourism and sustainable tourism field. Many other hotels, lodges, and tour operators are simply "green-washing," using the terms "eco" and "sustainable" in their promo materials, but doing little real good in their daily operations. Responsible Travel (www.responsibletravel.com) is a great source of sustainable travel ideas with listings on Latin America; the site is run by a spokesperson for ethical tourism in the travel industry. Sustainable Travel International (www.sustainabletravelinternational.org) 33.

(40) promotes ethical tourism practices, and manages an extensive directory of sustainable properties and tour operators around the region. Some important facts: •. Minimize environmental impact.. •. Build environmental and cultural awareness and respect.. •. Provide positive experiences for both visitors and hosts.. •. Provide direct financial benefits for conservation and for local people.. •. Raise sensitivity to host countries' political, environmental, and social climates.. •. Support international human rights and labor agreements.. 政治大 tropical rain forest. Much of it立 is protected in the Mayan Biosphere The Maya Forest is Central America’s largest remaining block of. ‧ 國. 學. reserve, a nature reserve ten times as large as Yosemite National Park in the United States that is located in Guatemala. Inside the reserve there is over 2000 species of plants, over 50 species of. ‧. mammals, and an uncountable amount of other animal life. (World. y. Nat. Conservation Monitoring Center) Though this land is officially a "preserve," the social and. n. al. er. io. ecological destruction.. sit. economic strife in this region of the world make this forest particularly vulnerable to. i n U. v. Hence the benefit of a eco-friendly product. A study done by Stanford University shows. Ch. engchi. that with global employment in tourism expected to reach 250 million dollars by the year 2000, tourism is becoming one of the worlds prime industries. Third world countries like Guatemala are finally starting to see the benefits of this trend. In 1996, a half a million tourists came to Guatemala. (Flynn) Tourism could become a major factor in creating a more productive economy in third world countries, especially those like Guatemala, that have so much to offer in the form of the natural and cultural beauty that exists in places like the Mayan Biosphere Preserve.. 34.

(41) 立. 政治大. ‧. ‧ 國. 學 sit. y. Nat. n. al. er. io. Simple and reliable solutions. i n U. v. Asia nowadays is showing that they can design and produce simple and reliable products.. Ch. engchi. Solutions to our needs. We tend to see less OEM focus rather they want to promote their own brands and designs. Taiwan is one the countries doing this. Taiwan an Asian top manufacturer. Preferred for its ease doing business with and also because they can produce with high quality standards. Taiwan has been a true “shining star” of the technology sphere for the past few decades. Their skill and innovation have remained relatively unmatched, certainly amongst the sino-Asian countries, and their on-par with their close neighbors Korea & Japan in terms of quality and technological know-how.. 35.

(42) Many global tech giants base their HQ and R&D out of Taiwan tech-parks, and from there oversee operations in their factories and production lines in China. Most do also have subsidiary production facilities in Taiwan, usually dealing with the hightechnology product lines and development departments. Taiwan has well established shipping ports both in the north and south of the island. These serve as hubs for many international shipments, and almost all reputable logistics companies have a branch office in close vicinity. Transporting goods within the country is relatively expensive, however this is offset by the small size of the island and the. 政治大. proximity of factory locations to the main shipping ports.. 立. Fair Trade and Commercial benefits. ‧ 國. 學. Emphasis in fair trade between the 2 countries is a must. Diplomatic relationship between Guatemala and Taiwan have always been good. Both countries have been supporting each. ‧. other in the last decades. Commercial benefits are something that we have to take notice.. sit. y. Nat. Treaty (such as FTAA or NAFTA) between two or more countries to establish a free trade area where commerce in goods and services can be conducted across their common borders,. io. al. n. move freely.. er. without tariffs or hindrances but (in contrast to a common market) capital or labor may not. Ch. engchi. i n U. v. The countries of Central America - Costa Rica, El Salvador, Guatemala, Honduras, and Nicaragua - signed an Economic Complementation Agreement with Taiwan on 13 September 1997. The objective of the agreement was to expand cooperation in the areas of trade, investment, transfer of technology and in the financial sector; and to develop a Plan of Action that would allow them to determine the existence of conditions necessary to start negotiations for a free trade agreement. The Guatemala-Taiwan free trade agreement was signed on 22 September 2005. Price and logistics advantage is given due to the agreement.. 36.

(43) Target customers The demographic and economic situation in Guatemala shows that most of the population is poor. Hence our target customers will be for middle to upper class people. The social stratification is as follows: Classes and Castes Social class based on wealth, education, and family prestige operates as a sorting mechanism among both Indians and Ladinos. Race is also clearly a component, but may be less important than culture and lifestyle, except in the case of the black Garifuna, who are. 政治大. shunned by all other groups. Individual people of Indian background may be accepted in Ladino society if they are well educated and have the resources to live in a Western style.. 立. However, Indians as a group are poorer and less educated than are non-Indians. In the. ‧ 國. 學. 1980s, illiteracy among Indians was 79 percent, compared with 40 percent among Ladinos. In 1989, 60 percent of Indians had no formal education, compared with 26 percent of Ladinos. Indians with thirteen or more years of education earned about one-third less than. ‧. did Ladinos with a comparable level of education.. y. Nat. sit. Historial data shows that 50% of the Guatemalan population represent the middle and upper. al. er. io. class segment. No matter their cultural background SOURCE: 2000 World Development. n. Indicators. We also have the industrial segment, which in this case because of the country’s. Ch. i n U. v. high touristic demand we have to focus on hotels, SPAs and restaurants. The numbers for. engchi. tourism visits show that every year is increasing.. Number of arrivals in Guatemala was last measured at 1,823,000 in 2011, according to the World Bank. International inbound tourists (overnight visitors) are the number of tourists who travel to a country other than that in which they have their usual residence, but outside their usual environment, for a period not exceeding 12 months and whose main purpose in visiting is other than an activity remunerated from within the country visited.. 37.

(44) The graph shows historical data from tourism growth rate from the year 2000-2012. Only. 政治大. surpassed by Costa Rica in Central America.. 學. ‧ 國. 立. Internet and smartphones in Guatemala. ‧. An interesting information about the market trends in Guatemala and the local Central American market is the rapidly increase in the internet and smartphone usage. With an. sit. y. Nat. online pan regional ad campaign in Central America, you can reach a total audience of more than 8.5 million Internet users. When you add the online audiences of the Dominican. io. n. al. er. Republic and Puerto Rico, the audience swells to 14.5 million. •. Ch. i n U. v. Internet penetration: According to a Dattabrands study published in June 2012,. engchi. Internet penetration in Guatemala is at 25.9%. For its part, Internet WorldStats reports that Internet penetration is at 16.5% in Guatemala and estimates that there are 2.2 million Internet users in Guatemala. •. Mobile penetration: According to Superintendencia de Telecomunicaciones de Guatemala, the country’s national telecommunications agency, there were 20.7 million mobile phone users in Guatemala in December 2011. There were only 3 million mobile phone users in 2004, which suggests that the mobile market in Guatemala has grown by 553% since that time. Given that the country’s population 38.

(45) is 14 million, these figures suggest that Guatemala has a mobile penetration rate of 142%. •. Fixed broadband: According to a 2012 report from the InterAmerican Development Bank, there are less than 5 broadband lines per 100 inhabitants in Guatemala and a mobile broadband penetration rate of less than 10%. These figures jibe with those of Claro, a telecommunications firm, which notes that there are 458,000 broadband subscribers in Guatemala, whose population (as noted earlier) is 14 million.. •. Social media: According to Pulso Consumidor, 37% of Guatemala Internet users visited social media sites in 2011. According to iLifebelt, there are 1.7 million. 政治大. Facebook users in Guatemala, which is the largest amount in all of Central America.. 立. ‧ 國. 學. E-commerce: According to Jorge Gómez, general manager of Transexpress, during the first 7 months of 2012, there have been 250,000 online transactions in. Nat. io. sit. y. ‧. Guatemala. This is an increase of 10% compared to 2011.. n. al. er. •. Ch. engchi. 39. i n U. v.