Context and Background:

Encouraged by the potential finalization of the Mercosur agreement, Mateo Sánchez, manager responsible for international business at the Argentine agricultural food company AgroDelSur visits the biennial Anuga trade fair in Cologne. The Anuga trade fair is recognized as the largest food fair globally, offering significant opportunities for networking and business development in the food and beverage industry. Argentina, a key exporter of agricultural commodities such as soybeans, corn, and wheat, is also renowned for its high-quality beef, wine, and fishery products.

During the event, the manager meets with potential European customers interested in sourcing Argentine products and has a promising discussion with French food importer Étoile Imports, which is willing to represent AgroDelSur products in Europe. Encouraged by these discussions, the manager returns to Argentina and begins preparations to provide the importer with products ranges and quotes of AgroDelSur. With Étoile Imports he plans to test the market potential of these products in Europe.

Critically evaluate the manager’s approach. Discuss the opportunities and risks of Mateo’s procedure and propose alternative approaches.