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Please display on a notice board if possible willing to explore international markets for their products. The course willing toexplore internationalmarkets fortheirproducts. or private entitiesalready programmes engagedinagro-food or export university degree. It isaimedatprofessionals from publicinstitutions witha The courseisdesignedforamaximumof25participants collaboration ofthe Institute ofZaragoza (IAMZ) Mediterranean Agronomic Mediterranean Studies Agronomic (CIHEAM) The courseisorganized by the insightintostrategiescurrently Gain further followed by companies – Analyse timingandfactorsaffectingthesuccessfailure of – Identify toenternewmarkets withexistingornew opportunities – Understand thedifferent intoforeign optionsforentry markets. – Be abletoidentifyfoodtradetrends inthe andmarket opportunities – At will: theendofcourseparticipants of casestudieswillbepresented toshow real experiences. of firms’experiences from theUSandEurope, forwhichawiderange approaches toreach internationalfoodmarkets andtotakeadvantage tolearndifferentThe aimofthecourseistoenableparticipants ofthesuccess. is alsopart to findstableagreements Planning between strategicactivities partners. be successful,forinstancefirmssellingininternationalmarkets have There are manyapproaches thatneedtobescreened andanalysedto multinationals butalsoforamyriad ofsmallandmedium-sized firms. World markets offeragreat notonlyforlarge numberofopportunities, 2017, inmorningandafternoonsessions. The coursewillbeheldover aperiod ofoneweek, from 8to12May as executives from different firmsbelongingtovarious sectors. will begivenby wellqualifiedlecturers from theUSandEurope aswell take placeattheMediterranean Agronomic Institute ofZaragoza and ofFoodAssociation Industries ofAragón(AIAA) 3. 2. 1. in internationalbusiness. international operations. products. US, Europe andothermarkets. Admission Organization Objective ofthecourse E-mail: [email protected] Tel.: +34976716000, Fax:+34976716001 Avenida deMontañana1005,50059Zaragoza, Instituto AgronómicoMediterráneo deZaragoza Mediterranean AgronomicInstituteofZaragoza International CentreforAdvanced Mediterranean AgronomicStudies HOW TOREACHINTERNATIONAL FOODMARKETS: Technology Platform Food forLife-Spain EXPERIENCES FROMTHEUNITEDSTATES International Centre for Advanced . The coursewill . , through the , withthe Advanced Course and the AND EUROPE www.iamz.ciheam.org See updatedinformationat tuition feesonly. This sumcovers Registration feesforthecourseamountto500euro. course, maybeacceptedprovisionally. records whenapplying,orthoserequiring authorization toattendthe Applications from thosecandidateswhocannotpresent theircomplete The deadlineforthesubmissionofapplicationsis enclosed withtheapplication. reasons shouldbe forapplyingtothecourse.Copiesofcertificates diplomas, experience, professional activities,languageknowledge and address, accompaniedby adetailed Candidates shouldsendthecompletedapplicationformtoabove Application formsmaybeobtainedfrom: Spain. Proof ofinsurancecover mustbegiven atthebeginningof It tohave medicalinsurancevalid for participants for iscompulsory apply directly toothernationalorinternationalinstitutions. Candidates from othercountries whorequire should financialsupport accommodation intheHall ofResidence ontheAula Dei Campus. fees, andforscholarshipscovering thecostoftravel andfullboard TunisiaTurkey) and mayapplyforscholarshipscovering registration France, Greece, Italy, Lebanon,Malta, Morocco, Portugal, Spain, Candidates from CIHEAMmembercountries (Albania,Algeria, Egypt, simultaneous interpretation ofthelectures inthesethree languages. they willbetheworking languagesofthecourse.IAMZwillprovide French orSpanish willbevalued intheselectionofcandidates,since Given thediverse nationalitiesofthelecturers, knowledge ofEnglish, inthesesubjects. to widentheirexpertise is alsotargetedtofoodmarketing specialistsandresearchers thatwish 4. 6. 5. Registration Insurance Scholarships Avenida deMontañana 1005,50059Zaragoza (Spain) Instituto Mediterráneo Agronómico deZaragoza Tel.: +34976716000-Fax: +34976716001 (Spain),8-12May2017 e-mail: [email protected] Web: www.iamz.ciheam.org curriculum vitae INFORMATION CONTINUES OVERLEAF 3 March 2017 , statingdegree, . 24299 MERCADOS INTERNACIONALES PRODUCTOS:coorg 12/01/17 19:13 Página 6

course. Those who so wish may participate in a collective insurance 5.4. VRIO framework for assessing competitive advantage policy taken out by the IAMZ upon payment of the stipulated sum. 5.5. Examples of successes and failures 6. Assessment examples of international opportunities (2 hours) 7. Teaching organization 6.1. Examples of international opportunities 6.2. Assessment criteria The course requires personal work and interaction among participants 6.3. Ranking of alternative ventures and with lecturers. The international characteristics of the course favour 6.4. Strategic decision framework the exchange of experiences and points of view. 7. Case study: Greencore (2 hours) The course has an applied approach. Formal lectures are complemented 7.1. Irish manufacturer of convenience (ready to eat) food products with international examples, case studies presented by professionals and 7.2. Developing a market for its products in the US a round table discussion. 7.3. Comparative operations in Europe and the US Participants will be asked to prepare before the beginning of the course 7.4. Reaching profitable markets for value added food products a brief report on their relevant activities related to the course subject, to promote networking among participants. These reports will be 8. Case study: Nestlé (2 hours) shared with lecturers and participants. 8.1. Developing a market for ice cream in Cuba 8.2. Issues related to profitable operations in emerging markets 8. Programme 9. Case study: Unilever (2 hours) 9.1. Local and global brands 1. Global trends in food trade and market opportunities: US (2 hours) 9.2. Leading brands in the world 1.1. Review of recent trends in global food trade 9.3. Two thousand million people consume their brands all over 1.2. Trends in US food exports and imports the world 1.3. Investment by US food companies overseas and foreign 10.Case study: Anecoop (2 hours) companies in the US 10.1. First fruit and vegetable cooperative in Spain 1.4. Characteristics and emerging trends in the US food market 10.2. Group with 69 cooperatives that affect market opportunities for food companies 10.3. Exports to different continents 2. Global trends in food trade and market opportunities: Europe (1 hour) 11.Case study: Urzante (2 hours) 2.1. Trends in European food exports and imports 11.1. Leading olive oil firm 2.2. Investment by European food companies overseas and foreign 11.2. Exports to 77 countries with labellings in 14 languages companies in Europe 11.3. Leading brands 2.3. Market opportunities in the European market 12.The mechanics of joint venture agreements (2 hours) 3. Modes of market entry (2 hours) 12.1. Method for assessing an international venture with partners 3.1. Review of options for entry into foreign markets 12.2. Joint ventures, strategic alliances and contractual structures 3.2. Factors that affect the choice of mode of entry 12.3. Value creation and equitable sharing among partners 3.3. Exporting, product licensing, foreign direct investments 12.4. Getting the governance of the venture correct before market 3.4. Examples from companies and products entry 12.5. Examples of joint ventures and other structures 4. Identifying opportunities to enter new markets (2 hours) 4.1. Different approaches between existing products and new 13.Importance of intangible assets for joint ventures (2 hours) products 13.1. Importance of specific assets 4.2. How to construct specific venture plans 13.2. Brand names, market knowledge and reputation 4.3. Managers’ assessment: Return on investment and growth 13.3. Case study on co-branding by an entering firm and a local potential firm in South Africa 4.4. Managers’ assessment: Timing of cash flows and other criteria 13.4. Application of the VRIO framework 5. Assessments and factors to become global (2 hours) 14.Company strategies. Lessons from successes and failures (4 hours) 5.1. Readiness to enter foreign markets 14.1. Key lessons from the experience of successful and unsuccessful 5.2. Factors for successful overseas operations market development by US food companies in China 5.3. Institutions-based model for successful international business 14.2. Round table discussion: Commercial strategies of small and development medium firms

GUEST LECTURERS L.M. ALBISU, CITA, Zaragoza (Spain) E. PITARCH, ANECOOP, (Spain) O. ARREGUI, Hacienda Iber, , Zaragoza (Spain) F. PRAT, Unilever, Barcelona (Spain) A. ASENSIO, Queso Artesano de S.L., Albarracín (Spain) J. ROSANAS, Fribin, Binéfar (Spain) D. BLANDFORD, Penn State University, University Park (US) I. SANTISTEVE, Pastas Romero, Daroca (Spain) J. MARÍN, Urzante, Tudela (Spain) R. WESTGREN, University of Missouri, Columbia (US)