Camu Camu in Peru – a Case Study Analysis

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Recommended International Marketing Strategy in Peru

When thinking of an international marketing strategy, the question arise is whether the company focus on standardization or adaptation to promote camu camu in North American market. With regard to the standardization, it related to when a company apply similar marketing strategy across all markets wherever it operates. In contrast, an adaptive marketing strategy is when the company tailors its marketing needs to the specific demographic characteristics or culture of each market where it operates. The fact cannot be neglected that globalization has made international markets more alike (Dimitri & Lohr, 2007). However, different countries have different policies related to their political, legal and cultural and value systems. Hence, it is recommended that Navitas must adopt adaptive marketing strategy because its product camu camu requires being adapted to the cultural values of target market. In US, people are more inclined towards organic and healthy products for which they perceive food not just as something used to satisfy hunger, but something more. Another reason why they can use the same strategy is that camu camu contains medicinal value as well as it can be used as dietary supplement. It can be also incorporated into drinks and can be prescribed as drugs. Also, camu camu is entering the functional food market so the similar strategy can be used.

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References

Czinkota, M., & Ronkainen, I. (2012). International marketing. Cengage Learning.

Dimitri, C., & Lohr, L. (2007). The US consumer perspective on organic foods. In Organic Food (pp. 157-167). Springer New York.

The Huffington Post,. (2016). What Is Camu Camu? The Latest Smoothie Trend Explained. Retrieved 4 February 2016, from http://www.huffingtonpost.co.uk/2016/01/07/what-is-camu-camu-health-benefits-recipes_n_6840040.html

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