Phase 5: Magazine - Sajú company

Magazine

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Unit 3 - Styles and protocols of negotiation by country.

Phase 5 – Conclusion.

Course Director: Sergio Nicolas Barrera Pardo.

Mónica Marcela Gómez Gutiérrez.

Ludy Yulieth Iza Barbosa.

Ariadna Lucia Navarrete Lugo.

Manuel Alejandro Zapata Quintero.

Photo by Surf Expo - Sajú

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Company Description

The company was born as an alternative to the generic eyewear hangers that were marketed in the country. Today it has more than 100 references, 2 own points of sale, more than 70 stores in Colombia and 30 international stores that distribute the brand.

Corporate

object

Sajú has become the leading company in its segment in Colombia. The company has its own stores in Parque La Colina and Viva Barranquilla, in addition to more than 100 multibrand stores and opticians that have decided to offer their products.

Mission

"To make life easier for our customers by providing them with eyewear accessories that motivate them to look their best version."

Vision

"To continue as a company dedicated to selling stylish glasses hangers and always exalting the origin of the brand, acquiring new commercial strategies and obtain brand ambassadors to support us with the promotion of the key."

Objectives

Its work stands out for its Innovative work, in a Collaborative way, with Social Responsibility and with an Authentic factor in its strategy. Their work is built on the three pillars of their brand: Creativity, Sustainability and Community Building.

Acknowledgements

Fastest closure of crowdfunding campaign on www.a2censo.com - $100M in 2 hours (2020).

Photo by La República

Recognized as one of the 25 RESILIENT SMEs according to Forbes Colombia magazine (2020).

Brand with the highest number of transactions at the Buró Fair (2018, 2019 and 2020).

Sajú Culture

“For the negotiation and export process, Sajú is influential through its website and social networks. Its recognition strategy has allowed it to create contacts with other countries for the distribution of its products”

Our proposal highlights because market research in identify potential export agents and distributors, with an in-depth analysis of consumer demand and preferences in this state.

In the economic and cultural factor, Sajú is one of the most innovative Colombian enterprises because they revolutionized the eyewear accessories industry.

Their main product are the eyeglasses hangers or 'monkey tails', they also managed in pandemic times a line entitled "Sajú versus covid" in which their product was an ear saver and a hook (not to touch buttons or surfaces during the coronavirus); in addition, they promote on their website other products besides optics such as lanyards, wallets and glasses made from recycled bottle caps.

In addition, Sajú manages its sales through distributors in Guatemala and the United Arab Emirates. The agreements to be implemented are: Free Trade Agreements with Chile and the U.S.A., as well as the Pacific Alliance, which is a regional integration mechanism formed by Chile, Colombia,

Photo by Portal Ambiental

Photo by FB Sajú

Negotiation Strategies

1. Highlight the Story and the Values of the Brand.

- Story and Success: Highlight the successful trajectory since its founding in 2016 and significant rapid growth in Colombia and international markets.

- Innovation and Quality: Focus on how Saju has revolutionized the eyewear accessories industry with innovative and high-quality products.

- Social Responsibility: Promote commitment to sustainability and social responsibility, highlighting products made with recyclable materials.

- Star Products: Emphasize the success of products such as eyeglass hangers and eyeglasses made from recycled bottle caps.

- Product Diversification: Present in addition to the star product the line of complementary products (lanyards, wallets and accessories) as an alternative.

- Limited Editions and Collaborations: Highlight important collaborations, such as the limited edition with Adidas, to demonstrate the ability to work with major brands.

3. Market Segmentation.

2. Product Placement.

- Identify Niches: Focus efforts on specific segments of the U.S. market that value sustainability, innovation and fashion.

- Opticians and Multibrand Market: Consider alliances with stores in the same industry and economic sector, like the strategy in Colombia, for distribution and visibility.

Photo by AIM2Flourish

- Local Distributors and Partners: Find reliable distributors and business partners in the U.S. to facilitate product entry and distribution.

- Own Stores and Pop-Ups: Evaluate the opening of own stores or pop-up stores in key cities to increase visibility and test the market.

- E-commerce: Strengthen presence on popular e-commerce platforms in the United States, such as Amazon and Etsy, in addition to the company's own website.

4. Market Entry Strategies.

5. Marketing and Promotion.

- Brand Ambassadors: Recruit local brand ambassadors who can resonate with U.S. audiences and promote Saju's values.

- Social Networks Campaigns: Develop social media campaigns that emphasize the authenticity, creativity and sustainability of the products.

- Events and Trade Shows: Participate in events and trade shows related to fashion and accessories to increase visibility and establish contacts..

- Regulatory Compliance: Ensure that all products comply with U.S. regulations and safety standards.

- Cultural Adaptation: Adjust marketing and product strategies to align with U.S. consumer preferences and trends.

- Certifications and Recognitions: Obtain these to validate commitment to sustainability to gain consumer confidence.

- Consumer Education: Educate consumers about the positive impact of choosing sustainable products and how Saju contributes to environmental protection.

6. Cultural and Regulatory Adaptation.

7. Sustainability as a Competitive Advantage.

Photo by P&M

Phases of the process, Our Action Plan

Phase 1: Preparation and Analysis

(Duration: 1 - 2 months)

1. Market Research, Objective: Understand the U.S. market, identify consumer segments and analyze competition.

Action: Conduct market research and competitive analysis, identifying trends, preferences and opportunities.

2. Product and Regulatory Assessment, Objective: Ensure that products comply with U.S. regulations.

Action: Hire a local consultant to review regulations and adapt products if necessary.

3. Brand Story Development, Objective: Present Saju's narrative, such as its beginnings, its values and what the company's main objective.

Action: Develop content (videos, articles, social media posts) that highlights the brand's history, values and commitment to sustainability.

Phase 2: Strategy Development and Planning (Duration:

2 - 3 months)

1. Market Segmentation

Objective: Identify niche markets and target consumers in the US.

Action: Use market research to segment the market and define ideal customer profiles.

2. Distribution Network Development

Objective: Identify and negotiate with distributors and business partners in the US.

Action: Create a list of potential distributors, conduct negotiations and establish agreements.

3. E-commerce Localization

Objective: Adapt Saju's website for the US market.

Action: Develop a localized version of the website, optimized for SEO and with local payment options.

Photo by Sajú

Phase 3: Strategy Implementation (Duration:

4 - 6 months)

1. Product Launch and Marketing, Objective: Introduce Saju's products to the North American market and generate brand awareness.

Action: Organize launch events, pop-up stores and social media marketing campaigns.

2. Brand Ambassador Recruitment, Objective: Promote the brand through local influencers and ambassadors, seek support from Colombian influencers in the country.

Action: Identify and collaborate with influencers and brand ambassadors that represent Saju's values.

3. Digital Advertising Campaigns, Objective: Attract and convert target consumers.

Action: Invest in targeted digital advertising, using platforms Facebook, Instagram and Google Ads.

Phase 4: Monitoring and Adaptation

(Duration: Ongoingquarterly reviews)

1. Progress Monitoring, Objective: Evaluate effectiveness of strategies and adjust as needed.

Action: Use analytics tools to monitor sales, web traffic and customer feedback.

2. Strategy Adaptation, Objective: Constantly improve strategies based on results.

Action: Adjust marketing, distribution and product strategy based on market feedback.

Phase 5: Expansion and Scalability

(Duration: 6 - 12 months)

1. New Opportunity Assessment, Objective: Identify opportunities for growth and expansion.

Action: Analyze market data to explore new segments or geographies in the USA.

2. Operations Scalability, Objective: Scale operations to satisfy growing demand.

Action: Increase production capacity and improve supply chain to manage higher sales volumes.

3. Strengthening the Distribution Network, Goal: Expand distribution network and ensure presence in new locations.

Action: Establish relationships with new distributors or retailers and evaluate opening new company-owned stores.

Photo by Sajú

Product quantity

Collection

Sajú has a variety of glasses hanging products which have the safest grip, making it easier for the customer to have them safely on hand. There are 14 styles, their products connect to the glasses through a MonkeyGrip, a unique piece of silicone that expands just enough to grip your glasses and not let them go.

The more formal and serious version of their glasses hangers, made with Portuguese cork; they bring the cork from the Iberian Peninsula and become the best quality glasses hangers.

Is a formal, but slightly more colorful alternative to the Alcornoque Collection. They are made from high quality leather and have a handwoven embroidery thread.

Ethnic Glasses Hangers

Yes, you suddenly heard it somewhere: it was the product that Sajú started with in 2016 and at that time they have made several improvements to the product and today they can proudly say that they have the best Eyeglass Hanger on the market.

Hang Slim Life Glasses

Have been designed to make your life easier and more stylish.

Hang Glasses Chains

The perfect complement for any glass's lover looking for style, functionality and comfort in a single accessory, add a touch of elegance to your wardrobe.

Its unique design and handmade finishing touches make it a versatile accessory that pairs perfectly with any style, from casual to sophisticated, crafted by artisan communities.

Rainbow Glasses Hanger

Embroidered Leather collection

Photos by Sajú collections

Alcornoque

Product quantity

Be brave, live the light.

Other articles are highlighted by: Hang Glasses Prints and Hang Pastel Glasses.

Made with leather is of the highest quality, selected for its softness to the touch and its resistance, this accessory is both a fashion statement and a practical solution to keep your glasses always at hand.

Is made with high quality silicone, a versatile and durable material that is soft to the touch, lightweight and at the same time resistant. Its ergonomic and flexible design ensures that it fits comfortably around your neck, allowing you to wear your glasses in complete comfort and preventing them from being lost or damaged.

The most extroverted version it was born as a response to what the monkey saw when it arrived as a brand in the city.

Made by artisans from the natural fiber obtained from the leaves of the Iraca plant, each braid and knot is expertly crafted, creating a strong and sturdy structure that holds your glasses securely. Iraca is a lightweight and durable material, making it an ideal choice for an accessory worn around the neck.

Are masterfully hand-woven fabrics using various weaving techniques depending on the tradition and style of the artisans. The design of these glasses hangers highlights creativity and artisanal tradition.

Slim Bold Glasses Hangers

Rubbery Glasses Hanger

Palma de Iraca Glasses Hanger

Urban Glasses Hangers

Wayuu Glasses Hangers

Slim Bold Glasses Hangers

Photo by Sajú

Export modality

Sajú has the indirect export modality which in indirect exports, the companies that export use localized intermediaries, generally established in the local market, who will be the ones who carry out the export process. That is, the company assigns some decisions to intermediaries and will only dedicate itself to adapting products according to customer needs. Some advantages of indirect exports are the ease of this entire process. In addition to the most common intermediaries within the indirect exports are:

• Foreign buyer.

• Broker.

• Independent agent.

• Companies dedicated only to foreign trade.

• Currently, the company has sales through distributors in Peru, Bolivia, Uruguay, Costa Rica, Guatemala and the United Arab Emirates.

LinkedIn

Information about our proposal

Export Modality:

Direct to distributors and stores in California.

INCOTERM to be used

FOB (Free On Board) Saju will assume the costs and risks until the products are on board the ship at the port of shipment. The buyer assumes the costs and risks from that point on. This INCOTERM is suitable to facilitate control and transparency in the transfer of responsibilities.

Delivery Times

Production: 30 days from receipt of order.

Transportation: 15-20 days depending on the port of destination in California.

Total: Approximately 45-50 days from order to delivery at destination port.

Export Modality: Indirect

INCOTERM to be used

FCA (Free Carrier): Sajú will deliver the products to the carrier or other person designated by the buyer at Saju's facilities or at another agreed place. This INCOTERM is suitable for indirect export, as it facilitates delivery to intermediaries who manage international transportation.

Delivery Times

Production: 30 days from receipt of order.

Internal Transport: 5 days to deliver to the export agent.

International Transportation: 15-20 days depending on the port of destination in California.

Total: Approximately 50-55 days from order to delivery at destination port.

Photos by Revista Autosmas

Packaging of the product

Primary

Packaging:

Each eyeglass hanger is individually packed in a recycled cardboard box, designed to protect the product and attract consumers with an elegant design.

Secondary Packaging:

Individual boxes are placed in reinforced packing cartons, which protect the products during international shipping. These boxes are designed to withstand handling and delivery conditions.

Sustainability:

All packaging material is recyclable, supporting the company's sustainability efforts and complying with environmental regulations.

Photo by Daniela Duran

Intercultural aspects and protocol

The choice of the state of California is for being synonymous with creativity and vanguard for its unparalleled diversity as its entrepreneurial spirit, profitable historic to the ideal sunny weather for events is why the firm of glasses and accessories Sajú meets its standards and provides a product suitable for environmental and social awareness with a focus on employability in its production workshop with mothers head of household and also working with native communities following their traditions the brand has a way of appropriating the development of California with opportunities for modernity and expansion of its range of styles.

The interculturality of California is highlighted by its natives, period of Spanish missions, Mexican control, the gold rush and the battle for oil and water are aspects of relevance of the state and its additional historical cultural heritage, California's greatest export was the image of sun and health that projected to the world through the cinema and nowadays greater plans with its frontier essence. Finally, the final protocols in the proposal state:

Preparation: Market research in California to identify potential export agents and distributors, with an indepth analysis of consumer demand and preferences.

Initial Contact: Sending commercial proposals to export agents and distributors in California, presenting product samples and offer details.

Negotiation: Discussion of the terms and conditions of the sale, including prices, volumes, and payment terms. Ensuring both parties understand and agree on the use of the FCA INCOTERM.

Formalization of the Agreement: Drafting and signing the sales contract, establishing logistical and communication procedures with the export agent.

Implementation: Starting production according to the received orders, with support and coordination from the export agent for shipping logistics.

Delivery and Follow-up: Monitoring the shipment until delivery to the export agent to improve future shipments.

Bibliographic References

Forbes Staff (2022). Gafas hechas con plástico reciclado en 20 minutos, la apuesta de Sajú en su nueva flagship.

https://forbes.co/2022/02/24/emprendedores/gafas-hechas-con-plastico-reciclado-en-20-minutos-la-apuesta-de -saju-en-su-nueva-flagship/

Juanita Moreno (2022). Pymes en Colombia: qué son, cuántas hay y ejemplos. Disponible en: https://blog.hubspot.es/marketing/la-importancia-de-las-pymes-en-colombia

Juan Triviño (2021). Juan Pablo Pradilla, CEO y CoFundador Sajú | The Millennial Way Show. Disponible en: https://www.themillennialwayshow.com/juan-pablo-pradilla-ceo-y-cofundador-saju-the-millennial-way-show/

MINCIT (2018). ABC de los Acuerdos. Disponible en: https://www.tlc.gov.co/acuerdos/abc-de-los-acuerdos

Rob van Tulder, Alain Verbeke, & Lucia Piscitello. (2019). International Business in the Information and Digital Age: Vol. First edition.

https://bibliotecavirtual.unad.edu.co/login?url=https://search.ebscohost.com/login.aspx?direct=true&db=nlebk& AN=1883909&lang=es&site=eds-live&scope=site

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