Caso Prodalmar Ltda.: ¿aliarse o no con Qingdao Bright Moon para la expansión internacional?

Prodalmar Ltda. (founded in Chile in 1974) is a family business owned by Mr. René Piantini, which is dedicated to extract, to process and to commercialize brown seaweed for foreign markets. Actually the firm has 150 workers, three processing plants (in the cities of Antofagasta, Vallenar and Santiago), elaborate 25.000.- tons ( approximately), bill US $ 22 millions annually, and its main markets are China, Japan and France. Mr. René Piantini -CEO and Owner of Prodalmar Ltda.- Far beyond thinking that everything has been done, the new scenario (of a strong growing demand and above all an increasing competition) and its own resource limitation that are part of a typical SME like this, led him to seriously consider to potentiate both its production capacity and the one related to its international marketing, by way of a strategic alliance development with a foreign partner. For the above, his main option it’s a Chinese company named Qingdao Bright Moon Seaweed, with whom Prodalmar has been jointly working in the distribution of its products in China for more than 15 years, developing very good relationships at business and personal level. Nonetheless, Mr. Piantini is quite clear in that this is not an easy decision and is seriously considering the possibility of establishing a strategic alliance with a foreign partner, there are several questions that should be addressed before hand: Is it really convenient for Prodalmar to undertake a strategic alliance with Bright Moon?, How is going to change the current relationship the company is having with Bright Moon after starting a joint venture, which in fact means the creation of a new firm where you have to share ownership and control?, What would happen if in the near future the current (prosperous) condition of the market are not the same? In addition to the proper complexity of the decision to be made, it is important to ad that during the second semester of 2012, another foreign investor offer Mr. Piantini to acquire its company for a significant amount of money.

Abstract licence: CC BY-NC-SA

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