Integration of distribution and marketing activities for jack mackerel and mackerel in Metropolitan Lima

Abstract

The objective of this research was to design a plan aimed at developing a proposal for integrating the distribution and marketing activities for the fresh mackerel and horse mackerel product line of the company. The overall goal of this plan is to consolidate the fresh fish sales business in a profitable and sustainable manner, as well as improve the consumption habits of seafood products among the population of Metropolitan Lima. The study analyzed the challenges in marketing fresh fish products and the distribution channels where wholesalers operate as the main intermediaries. It also examined the business model and the market in order to then propose the business plan. A survey was conducted to gather information, which was then incorporated into the marketing plan. This plan outlines the activities to be carried out to reach customers with a product that exceeds their expectations. According to the financial evaluation, the business plan meets the acceptance criteria, as the cost of implementation is 9.4% and the expected return on investment is 98.2%. It is concluded that the business plan is highly profitable, with a fast recovery, an internal rate of return (IRR) of 98.2% and an approximately one-year payback period (PP), in addition to generating profit, amounting to US$ 5.5 million.