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UNIVERSIDAD RICARDO PALMA

FACULTAD DE CIENCIAS ECONOMICAS


EMPRESARIALES
ADMINISTRACION DE NEGOCIOS GLOBALES

“Blueberry energy drink”

PROFESSOR: Alarcon, Maria Del Pilar

COURSE: Marketing global

MEMBERS:
Zarzoza Alva, William
Bernaola Landeo, Jose
Diaz Cabello, Sandra
Sanchez, Michael Ryan

2019 - I
INDEX

1. Executive summary............................................................................................................... 3
2. Business Nature .................................................................................................................... 3
3. CANVAS ................................................................................................................................. 5
4. External Analysis (PESTEL) ................................................................................................ 5
a) Political environment......................................................................................................... 5
b) Economic environment ..................................................................................................... 7
c) Social and Cultural Environment .................................................................................... 8
d) Technological environment .............................................................................................. 8
e) Environment ....................................................................................................................... 9
f) Legal Environment .......................................................................................................... 10
5. Strategic Plan ...................................................................................................................... 12
Mission ...................................................................................................................................... 12
Vision ........................................................................................................................................ 12
Company values...................................................................................................................... 12
Goals ......................................................................................................................................... 12
SWOT Analysis – crossed matrix ......................................................................................... 12
Strategies ................................................................................................................................. 14
6. Marketing Plan ..................................................................................................................... 15
Market Analysis in origin ........................................................................................................ 15
a. Product Analysis (include technical sheet).............................................................. 15
b. Sector Analysis in Perú .............................................................................................. 18
Value chain .............................................................................................................................. 18
Market destination ................................................................................................................... 19
Market segmentation .......................................................................................................... 19
Target Market .......................................................................................................................... 25
Marketing Strategy .................................................................................................................. 27
MARKETING MIX ................................................................................................................... 27
7. Social Impact ....................................................................................................................... 29
8. Conclusion............................................................................................................................ 29
Blueberry energy drink

1. Executive summary
Aranfresh company choose blueberry energy drink as an innovative product
to start business in Perú and then to export abroad.

The blueberry has become the fashion berry par excellence. In the last 5
years, its consumption has grown exponentially all over the world. The main
producing countries add success in export figures and a process of
technification and professionalization to maximize the production of
blueberry. The goal is to supply global demand and to enter new emerging
markets such as China, India or the United Arab Emirates.

Blueberry is an emerging product that is becoming increasingly popular in


several countries for its benefits which are: blueberry is anti-inflammatory,
prevents carcinogenic diseases, has regenerative properties, helps fight
against diabetes, promotes the presence of good cholesterol, reduces blood
pressure, improves eyesight and memory, helps reduce fat.

Countries with the highest demand: North America is the largest producer
and consumer of blueberry, reaching 446,000 tons consumed per year. It
is followed by Europe with 135,400 tonnes and Asia Pacific with 69,000
tonnes, according to the latest data from the International Blueberry
Organization (IBO).

Thanks to the greater knowledge of the consumer on the benefits that this
small fruit brings, the forecasts regarding its consumption are very positive.
Only in Europe it is estimated that cranberry consumption will increase by
7% every year for the next 5 years.

Blueberry has also become the most desired fruit in countries such as
China, where fruit consumption has increased by 140%, with blueberry
being the fruit with the highest demand after cherry. The import of
blueberries in the Asian country has increased exponentially in recent years,
being the main importing countries Peru, Chile and Mexico.

However, global production in 2021 is expected to grow by 38% to reach


904,000 tons. Currently, this production stands at 657,000 tons.

2. Business Nature

The business idea is the local production and export of blueberries to the
United States, especially in the time of the months of September to
December, which is the lowest offer in the target market. The product to be
offered is the cranberry, in individual packaging.

The target audience to which it is addressed is the sophisticated consumers,


of the food and health. In addition, your profile highlights the concern for the
environment, social responsibility and possession 14 of a purchasing power
that allows you to pay the additional cost that involves consuming organic
product will be developed is that of Business to Business (B2B) and work
with a broker to enter the US market the product at the stage of shortage of
local produce.

The product meets the basic aspiration of the target audience, which is to
eat a healthy food and, in turn, holds a certification associated with
responsible management of the environment, the use of fertilizers and
chemical-free methods of cultivation. The proposed business idea is
focused on product quality, which differentiates the fresh product prices
ranging between 10% and 20 additional%.

Blueberry

The blueberry, also known as blueberry, is native to North America and was
domesticated for commercial production 100 years ago in the United States.
Since then, thanks to various studies, it has managed to be adapted to
different latitudes and conditions, including those of our geography this
product is also known as the "superfood" for the many properties associated
with health, possessing, among which the following are:

 Low in calories, but rich in nutrients.


 It has a high antioxidant capacity among all fruits and vegetables
from regular consumption.
 Reduces DNA damage, which can help protect against aging and
cancer.
 It is strongly associated with the reduction of oxidized lipoproteins
known as LDL or bad cholesterol, in the blood. This reduces the
chances of developing heart disease.
 It may be a factor to improve high blood pressure, according to
studies conducted with obese and coronary risk.
 It can help maintain brain function and memory, as blueberry
antioxidants are located in areas of the brain essential for
intelligence.
 One of its most important components, anthocyanins, may have
beneficial effects in the treatment and prevention of diabetes through
insulin sensitivity and glucose metabolism.
 The antiadhesive substances, containing, help prevent the presence
of bacteria associated with urinary system diseases. It reduces pain
and damage at the molecular level, fatigue associated with extreme
exercise.

3. CANVAS

4. External Analysis (PESTEL)

PESTEL analysis is used to assess the environment in which the new


business will develop, in this case local production and export of organic
blueberry to the United States. Thus proposed, some aspects will be
analyzed in both countries and others, only one of the territories.

a) Political environment

In this space analysis, we found a government that starts in functions


and a statement of principles that includes generating a favorable
climate for investment and generally for the free market. The
government ordered down from 4% to 3% rate of return of duties
(Drawback) from 1 January 2019. For the Chamber of Commerce of
Lima (CCL), this measure will affect all non-traditional sectors.
First, the cost to the State of returned resources and inadequate
employment, which sometimes occurred when exporting overstated
its sales abroad or declared fictitious sales, in order to charge a
higher drawback. A favorable aspect, to a lesser extent, is the law of
IGV fair, which will affect payments of this tax on sales made locally.

The Government will undertake a crusade to formalize with ways to


increase revenue and improve employment conditions, through tax
policy. So, you bet on one more elasticity between tax rates and tax
revenues. In terms of business climate, it is vital the result of
government security policy. This variable influences the decision and
course of business and may increase operating costs.

The Government maintains a policy of export promotion, within which


lies the Free Trade Agreement (FTA) with the United States, which
allows us to have a zero tariff for blueberries. It is carried out through
PROMPERÚ under the Ministry of Foreign Trade and Tourism
(MINCETUR) autonomous body. Within the service platform
featuring PROMPERÚ, is the, which provides information in seven
modules Integrated Information System of Foreign Trade (SIICEX):
market intelligence, trade promotion, export offer, negotiations and
market access programs training, communication and interaction
tools. Each module has information on the sector, international
trends, trade fairs, prices and an overview of the sector.

In short, the political variable provides a favorable climate for


business or, in the most conservative scenario, will not affect you.

Advantages of TLC:

- It will promote the diversification of exportable supply. As a


large market that is, the United States demands a lot of
products. And Peru can adequately satisfy much of this
demand. Not only with traditional products or commodities
(minerals, coffee, sugar), but with non-traditional, exotic and
high quality, such as fruits (mangoes, avocados, citrus,
grapes), vegetables (artichokes, piquillo peppers, asparagus,
paprika) products, marble, fine wood, furniture, textiles,
garments of alpaca and vicuna, ethanol, biodiesel, footwear,
handicrafts and many other products.

- It will contribute to the creation of infrastructure. Since our


production must compete in the US market with countries that
already have access freely to him (to have signed respective
FTAs), such as Chile, Mexico or Central American countries,
and will also compete here with the American production
(which will enter without paying duties), our country should
considerably increase their competitiveness (its ability to
compete). Therefore, it will require improving the necessary
infrastructure for production, ie, roads, ports, airports,
telecommunications systems, water supply and electricity, etc,
which will benefit the general population.

- It will encourage foreign investment, and thereby contribute to


GDP growth. Given that Peru will open the possibility to export
a giant market like the US, foreign companies from countries
that do not have a treaty of this nature with the United States
will feel encouraged to settle in our country, to seize the
advantage it provides TLC. These companies also take
advantage of the existence in Peru with abundant natural
resources and cheap labor. Companies from more distant
areas, such as China, also take advantage of the relative
geographical proximity of Peru to the United States.

- It will promote technological improvement at all levels. As we


know, the United States is one of the world's technology
giants. Since their products freely enter our country, both
private consumers and businesses and the government itself
will feel encouraged to improve their equipment, increasing
their purchases of computers, vehicles, machines and all
kinds of capital goods. This will help to increase productivity
and business efficiency.

b) Economic environment

Economic policy remains a privileged macroeconomic stability. In


that sense, inflation is within the target range of 1% to 3% after
several years and will not disturb the progress of the business. The
varying exchange rate will depend on the decision of the Federal
Reserve of the United States (EDF) on when to raise its benchmark
interest rate.

It is likely that if growth figures in this economy remain favorable, an


increase of that rate is realized before the end of 2019. This will
generate a tendency to increase the price of the dollar at the regional
level, where the main blueberry suppliers to the US market. In local
terms, this will mean a greater equivalent in soles by exports made,
which will favor the profitability of exporting projects in general.

Net international reserves have remained in recent years at an


optimum level and have reached the sum of 62,049 million, which
gives a solidity to the Peruvian economy to face any contingency,
such as the aforementioned increase rate reference EDF and
preservation stability of the Peruvian currency. Thus, the BCR has
done an excellent job, since it has placed the Peruvian Sol as the
most stable currency in the region.

While the goal of the new government is to increase GDP by 5% from


2018, unchoke large public and private projects, it is likely that the
rate 48 is in the range 3.5% -4.5%, unless there is a significant price
improvement mineral. Within the region, Peru is the country that grow
in the coming years, rates close to 4.5%. In this context, exports have
recently reversed a long trend of high declining rates since 2013,
which has provided a more balanced trade balance.

c) Social and Cultural Environment

Food consumption, globally, recorded a trend toward healthy and


organic product. The sense of social and environmental
responsibility, a personal and business level, has also determined
that the demand for products with certifications such as Fair Trade
and Organic, register growing trends.

The market segment that is the product is quite extensive in the


United States. According to the report consumer profile by Hartman
Group7 company, between 2000 and 2014, the segment of the
population does not consume organic products has decreased from
45% to 27% and stays since 2010. The consumer organic products
have incomes above the national average. Thus, perceived $ 78,837
annually, which places it in the middle class.

In that sense, the customer has the following characteristics: it is well


educated, has an average age of 45 years, it belongs to the ethnic
group called "white" or Caucasian in which it has a stake of 78%, far
removed from the other groups They do not exceed 13%. Also within
millenium consumers, who are between the ages of 18 to 34 years,
5 of 10 parents consume organic products, according to the Organic
Trade Association (OTA).

d) Technological environment

The technology component in agricultural operations, is based on the


use of projections on weather conditions, irrigation technology and,
recently, the use of drones to provide safety and information on the
line facilities, which can affect so directly and positively on costs.
In the case of Peru's geography, with desert areas on the coast and
dry lands in the mountains, regions where growing blueberry, there
are solutions, such as spraying or dripping. In regards to the product
itself, ongoing investigations sponsored by the Agricultural Research
Service (ARS), an agency of the United States Department of
Agriculture (USDA), working on decoding the blueberry genome, in
order to improve their resistance to extreme temperatures, resistance
to pests, predict harvest dates and flowering and improve and identify
the determinants of the quality of the fruit.

For its part, the University of Michigan is developing a similar study,


also supported by the USDA, whose aims are to improve the taste of
the fruit, increasing their lifespan on the shelves and improving crop
productivity. These investigations should be completed in less than
two years and although its effects will not necessarily be immediate,
it is possible that producers have access to the resulting information
to take advantage of its competitors in the medium term. One way to
reverse, at least partially, the disadvantage is that acquiring plants
already have the improved characteristics.

e) Environment

The environmental issue has become more important in recent years.


Globally, issues such as climate change and its consequences,
deforestation and water shortages occupy the agendas for
discussion of major global forums such as the United Nations.

These issues, in some cases, have moved to the aforementioned


forums pressure from environmental groups of global society,
committed to preserving the planet and scientific communities that
project important and negative consequences of environmental
management. The impetus to these issues, generated by major
economies like the US and China, has been rather lukewarm about
the negative effects that corrective measures would have on the
respective industrial devices. In our country, in December 2014, the
climate change summit, called COP 20, the same as discussed, the
main way, issues such as global climate change, the effect of fossil
fuels, deforestation, the potential warming held, radiation and
greenhouse gases.

Environmental factors are extremely important in the agricultural


sector due to the side effects can have and the opportunities they
offer. Globally, consumers tend to value especially to companies and
products that are certified ensuring harmony and respect for the
environment, as opposed to pollution form. Law 28611, General
Environmental Law, governs the comprehensive and responsible use
of natural resources.
According to the United Nations Organization for Food and
Agriculture (FAO), the following environmental benefits of organic
farming are recognized:

- Long-term sustainability: organic agriculture takes a proactive


and long-term management to achieve balance in the soil,
while producing.

- Soil management: organic production management creates a


better soil structure, creating more stable systems. This
reduces the loss of nutrients and increases biodiversity. This
is accomplished through the use of organic fertilizers instead
of minerals, crop rotation and the symbiosis between different
products.

- Care groundwater sources through replacement of synthetic


and mineral fertilizers, organic those not contaminate.

- Air and Climate Change: the reduced or eliminated the use of


agrochemicals, which require large amounts of fossil fuels for
its production, contributes to mitigating the greenhouse effect
and global warming. Numerous studies suggest that organic
soils have worked carbon component much higher than those
under traditional agriculture.

- Biodiversity. Non-use of chemicals in the production favors the


emergence of new species or reintegration of those who had
left the area, which also generates favorable environments for
crops are genetically adapted to climate change.

The product will be exported organic certification by the USDA, which


gives the final consumer the safety of responsible management in
the use of chemicals, pesticides and environmental care. On the
other hand, the product is organic means more expense for the
producer and therefore, the buyer must be willing to pay a higher
price compared to non-organic products, which rewards the producer
with greater resources to continue their activities.

An important aspect to be taken into consideration in our proposal is


the local climate, then, every so often, the effects of El Niño harm
rainfall patterns, causing floods and severe droughts in certain areas,
which obviously, impair growth of the crop concerned.

f) Legal Environment
In terms of paying taxes locally, agricultural enterprises are subject
to payment of a fee of 15% and export, the general scheme of 28%
in effect since November 2014. The labor issues are framed in the
law approving the standards Promoting Agricultural Sector, which is
valid until January 21, 2021, the General Labor Act and the Free 55
Trade Peru - United States, which establishes certain obligations as
law regarding working conditions to be taken into account. Recently,
the insurance market through a project developed by USDA (United
States Department of Agriculture in English), has started offering
insurance policies with partial coverage for farmers. The first case
was that of Caja Nuestra Gente in Piura,

Law 27360, General Labor Act and the Free Trade Agreement is
considered. All labor costs are included for both administrative and
operational staff.

USDA regulations requirements for the entry of the products included


in the favir (Fruits and Vegetables Import Requirements), the same
as set periods of quarantine, certificates of origin PFAs and fertilizer
use, among other conditions.

Insurance policies to farmers. This is positive, as it will mitigate the


negative effects that may occur to a natural disaster, such as hauling
El Niño or La Niña.

Requirements for export to the United States of agricultural products:

- Bioterrorism Act
- Registration of food facilities
- prior notification
- Verification of eligibility for fresh fruits and vegetables
- Maximum pesticide residue limits (MRLs)
- cool rule (country of origin labeling), M Arcado and food
labeling, general labeling, nutritional labeling, Nutritional table
and ingredient list Declaration nutrient content, Health claim,
Packaged foods low acid and acidified (LACF / AF).

International guidelines:

- Guide sanitary and phytosanitary requirements to export


food to the United States
- Labeling guide to export food to the United States.
- Recognition Guide a GRAS substance in the United States.
- Guide alerts US import and management for the exclusion
of the red list of the FDA.
5. Strategic Plan

Mission
We are a producer and exporter of juice based on organic cranberry that
privileges the quality of the indicated product, respect and environmental
sustainability. In addition, it also seeks the satisfaction of the company's
clients, the development of the workers, the community and the return of
the shareholders in each delivery.

Vision
Being recognized by our commercial partners, suppliers and consumers
internationally as a leading company in the supply of quality organic
blueberry juice, respectful of the environment, of its commercial agreements
and generating value for its shareholders.

Company values

 Customer satisfaction
 Social and ecological responsibility.
 Environmental care.
 Commitment
 Innovation
 Excellence
 Increase
 Integrity
 Ethics

Goals

 To be the leaders in the US Market of the use of the supply of


Blueberry Juice.
 Offer a natural, fresh, personalized and unique product that attracts
and satisfies customers
 Generate superior returns.
 Apply the concept of total quality.
 Apply responsibility policies with the environment.

SWOT Analysis – crossed matrix

STRENGTHS WEAKNESSES
S1 HIGH NUTRITIONAL W1. LACK OF
VALUE OF OUR PRODUCT EXPERIENCE IN
BASED ON NATIVE BUSINESS
RESOURCES.
W2. HIGH WORK TO GET
S2. ADEQUATE POSITIONING AS A MARK
INFRASTRUCTURE AND IN OUR MARKET
GEOGRAPHICALLY
FAVORED FOR THE W3. SEASONALITY IN THE
PRODUCTION OF HIGH HARVEST OF
QUALITY PRODUCTS ARANDANOS.

S3. IMPLEMENTATION OF W.THE TECHNOLOGIES


QUALITY SYSTEMS IN THE ARE NOT SO
CHAIN SOPHISTICATED
BECAUSE THEY HAVE A
S4. FRIENDLY WITH THE HIGH COST
ENVIRONMENT, WASTE ARE
SEPARATED TO BE USED
THEN.

S5. MULTIPLE SALES POINTS


(WHOLESALE AND
RETAILERS) WITH HIGH
ROTATIVITY OF ORGANIC
PRODUCTS WITH OUR
CHARACTERISTICS
THROUGHOUT THE
COUNTRY (USA)

OPORTUNITIES STRATEGIES SO STRATEGIES WO

O1. GROWTH OF (S1, S4, S5, O1, O2) USING (W1, O4,) USE THE
TRENDS IN THE OUR FAVOR THE CONSTANT FACILITIES THAT THE
MARKETS OF NEED TO REPLACE THE STATE PROVIDES TO US
CONSUMING ARTIFICIAL WITH THE SO AS TO ADVISE US
ORGANIC NATURAL ORGANIC, BY OUR QUICKLY AND BE ABLE
PRODUCTS. TARGET, OFFERING A TO DIRECT THE
PRODUCT NOT ONLY OPERATIONS BETTER.
O2. GREATER ORGANIC BUT WITH HIGH
MARKET TENDENCY NUTRITIONAL VALUE. (W2, O5,) USE THE
FOR HEALTH AND INTERNATIONAL FAIRS
ENVIRONMENTAL (S5, O3, O5) ASSOCIATE TO ACHIEVE
CARE. USERS WITH HIGH POSITIONING.
ROTATION OF ADVERTISING,
O3. SOCIAL TO BE ABLE TO (W4, O5) CAN OBTAIN
NETWORKS AS DISSEMINATE OUR CLIENTS INTERESTED IN
LEVERAGE TOOLS PRODUCT AND IN THIS WAY INVESTING IN OUR
FOR THE CAN SURFACE QUICKLY PRODUCER AND
CONSUMPTION OF MORE MARKET, SO THE IMPROVING THE
ORGANIC FAIRS WOULD BE OF GREAT TECHNOLOGICAL
PRODUCTS. CONTRIBUTION IN THE ASPECT.
CAUSE OF OBTAINING
O4. FTA WITH USA, CLIENTS. (W3, O1) STRATEGICALLY
FACILITIES THAT THE SUPPLY OUR MARKET
STATE PROVIDES, (S2, O4,) USE THE SO THAT SEASONALITY
FOR THE FACILITIES PROVIDED BY DOES NOT AFFECT
EXPORTATION THE STATE SINCE PERU IS A NEGATIVELY IN OUR
INFORMATION, COUNTRY THAT HAS A OFFER.
ADVICE, AND COMMERCIAL AGREEMENT
BENEFITS. WITH USA THAT
FACILITATES THE
O.5 INTERNATIONAL EXPORTATION AND
FAIRS DISTRIBUTION OF ORGANIC
PRODUCTS.

THREATS STRATEGIES ST STRATEGIES WT

T1 RISE OF NEW (T1, T2, T3 S2, S3, S5, S4) (T1, T2, T4 W1, W2, W4)
COMPETITORS REEVALUATE AND USE THE POSITIONING
IMPLEMENT MEASURES ON ADVANTAGE OUR
T.2 USE OF NEW OUR HIGH PROPOSED COUNTRY HAS
SOPHISTICATED AND VALUE TO BE COMPETITIVE. REGARDING NATURAL
MORE COSTLY PRODUCTS, CREATE
TECHNOLOGIES BY (T4, S5) CREATE HIGHER TRUST, OBTAIN
COMPETITORS COMMERCIAL ACCESS TO FINANCIAL
RELATIONSHIPS WITH CREDITS TO IMPROVE
T3 HIGH DEMAND IN LONG-TERM PROJECTIONS TECHNOLOGICAL
EPOCAS THAT ARE AND CARING FOR THE EQUIPMENT.
NOT HARVESTED INTERESTS OF EACH PART,
FROM HARVEST SEEING THE BEST (T3, W3) SCHEDULED
ALTERNATIVES TO TAKE SUPPLY WITH OUR
T4 GOVERNMENT CARE OF OUR MARKET. CUSTOMERS FOR DATES
POLICIES THAT THAT ARE NOT FROM
AFFECT THE CROPS.
RELATIONS
BETWEEN THE
PERUVIAN STATE
AND THE USA

Strategies

 Comparative advantages

 Organic product, with high nutritional value, native to Peru.


 You can replace an energy drink.

 Competitive price.

 Channels of distribution and marketing, already established thanks to


our main clients.

Competitive advantages:

 Geography and climate that favors a production of high quality


blueberries.

 International positioning of Peruvian products

 Economic stability in the country of origin and destination.

 Privileged access to the US Market.

 Trend of greater consumption of organic products worldwide.

6. Marketing Plan

Market Analysis in origin

a. Product Analysis (include technical sheet)

The Vaccinium is a genus of small shrub with a height of 0.2 - 0.4m.,


Which includes all species called cranberry. This genus contains about
450 species, including the species cyanococcus, which is commercially
known as blueberry or blueberry. Blueberries can be grown, or they can
be picked in wild shrubs. Cranberries are native to North America, their
habitat is mainly in cold regions such as Australia, New Zealand, Chile,
Argentina and Peru. Year after year, blueberries continue to gain
ground in the world fruit growing market. This "super fruit" is being more
demanded by new markets and new consumers around the world. The
increasingly marked trend for the consumption of healthy products, rich
in antioxidants, which improve and prolong life, make this fruit a special
product, both for consumption in fresh, and processed. The country that
leads the world production of blueberries is the United States of America
with a total of 215,000 tons in the season.
DATA SHEET
b. Sector Analysis in Perú

Situation of the sector

Cranberry cultivation in Peru has begun timidly and silently, the most
absolute secret in some producing areas of the country. Of the first
plantation that has been registered in 2008 it is known, it is only about
10 hectares where there were 100,000 plants in a field in Arequipa, most
of them die in time.

In four years, the situation has changed. There is more professionalism


in a sector where it is rare to see a big debacle in a plantation. What
has not changed is that the development has continued timidly and
silently, in the context of a more absolute secret in some producing
areas of the country.

"Today in no country could there be a blueberry boom as it could be in


Peru," says José Francisco Unzueta, manager of Blueberries Peru, a
Chilean capital nursery that settled in the town of Cañete. "Continua is
the only country where you currently have a strong possibility of
developing cranberry," he continues. Of course, taking into account that
in the main producing areas of the world are not adding the new
hectares, even in Argentina have decreased.

But the truth is that in Peru there is little progress. The tests have
generally been done on small surfaces and, according to Unzueta,
"there are still few who throw themselves." But what slows them down?
The main barrier is the economic one. Establishing a hectare of
blueberries in Peru has an average cost of US $ 30,000, where the main
expense is in the plants themselves, and without considering the land.
And the returns? It depends on how the crop is handled and the tons
that can be obtained. Some calculations indicate that harvesting 15 t /
ha, and stabilizing prices in four or five years, the returns to the producer
will be projected between US $ 70,000 and 80,000 / ha. Sales fall or
rise according to the tons produced at international prices.

Value chain
Market destination

A. Market segmentation

 United States

The Commercial Office of Peru (Ocex) in Los Angeles reported


that the positioning of blueberries as the second most consumed
berry in the United States is reflected in the significant growth of
per capita consumption, which went from 117.9 grams (0.26)
pounds) in the year 2000, to almost 816.5 grams (1.8 pounds) in
2016, according to figures from the Department of Agriculture
(USDA) of that country.

Another point that confirms the importance of this fruit is the level
of its sales in the retail channel, which reached USD 1,770 million
during 2017, representing an increase of 8.4%.

Although the United States continues to be the world's largest


producer of blueberries, its production does not meet domestic
demand, a reality that has made it the largest importer of
blueberries, concentrating more than 60% of world imports, with
USD 893 million in 2017 according to your Department of
Commerce.
According to the Fresh Trends Report of The Packer of 2017, the
blueberry was the eighth most popular fruit in the United States,
where it is also indicated that 45% of the people consulted
responded having bought that product in the last twelve months.

With regard to the characteristics of consumption, the report


reveals that the main ethnic group that consumes this product is
Asia with 58%, while whites do so 48% and Hispanics 39%.

Likewise, of the total of blueberries bought in the United States,


the type of product that stands out is the conventional one, with
61% of participation, while in organic it adds up to 11%.

 Criterios de selección de los mercados objetivos

The best markets for the export of blueberries are demonstrated


through an analysis of qualitative and quantitative factors.

Qualitative Analysis – Factors

País F1 F2 F3 F4 F5
TLC 13
- Controles
(Exento - Alta. empresas
fitosanitario
Estados de pago USHBC y nacionales Setiembre
s
Unidos de otros sedes exportaron - Marzo
- Normas
impuesto alrededor en 2014
de
s de del mundo (incluye.
embarque) etiquetado Camposo
- Acta de l, TalSA)
bioterrorism
o

Quantitative analysis

Following the sequence of the previous analysis, it is


determined that 5 quantitative factors that sustain the selection
of the objective markets of the project:

- F1: Average Price: The evolution of the FOB price in which


Peru is exporting blueberries to each of the selected countries.
The country that purchases at a higher price will score higher.
You will be given a weight of 2 for the weighting.

- F2: Potential Demand: The evolution and the growth


percentage of Peruvian blueberry exports will be analyzed to
each of the destination countries, in tons and dollars. You will
be given a weight of 3 for the weighting.

- F3: Economic stability of the country and purchasing power:


Inflation and GDP growth rates will be evaluated. You will be
given a weight of 2 for the weighting.

- F4: Consumption per capita: Analyzes the per capita


consumption of blueberries in 2014. It is considered one of the
most important factors for the selection and that will
subsequently determine the demand for the product. For this
reason, it will have a weight of 3.
- F5: Proximity to the market: The days it takes to get a product
from Peru to other countries by sea are evaluated. For this
case, the distribution scenario is taken into account by this
means, since it represents a greater number of days in travel
than in air.

 Cities that consume more berries

In a new campaign, the California-based berries multinational,


Driscoll's, is launching campaigns in the country's 10 largest consumer-
consuming cities, which account for more than a quarter of the national
sales volume.

In a statement, the company reported that Boston, Hartford-New


Haven and Minneapolis-St. Paul are the three main markets that love
berries in the United States, while the Twin Cities (Minneapolis-St.
Paul) also emerged as the main ones in the country's consumption of
raspberries.

Driscoll noted that families in the area enjoy 132% more fresh
raspberries per household than the annual national average.

The results come from data from syndicated categories reported by


The Nielsen Company, based on the highest weekly sales of fresh
strawberries, raspberries, blueberries and blackberries.

Consumers within these 10 markets that love berries, including


Cincinnati, Philadelphia, Buffalo / Rochester, Denver and New York,
among others, consume almost 400 million pounds of fresh berries, or
more than 25% of national consumption.

With domestic retail sales growing at 7.6% for all fresh berries and
carrying all sales of the product category over the past five years,
Americans continue to discover the joy of eating these fruits.
 Profile Consumer

One of the fundamental parts of our business plan is to know the North
American consumer, that is why to make this knowledge more feasible
we opted for divide it into three items of our interest, such as: drinks
and / or food, health and cultural aspects in business. We can observe
this division below:

 Drinks and / or food:

- The American in general is qualified as a consumerist and


always willing to try new and novel products.
- It is demanding, a fact that is derived from the search for
information that it carries out. Likewise, he is aware of the
care of the environment.
- Knows very well your rights as a consumer and makes use
of the laws that they protect it In case of being harmed, he
will not hesitate to raise a demand for damages caused by
defective products.

 Health

- A third of the population in the United States lives in a state


of extreme stress, while close to half (48%) consider their
stress has increased in the last five years. Stress is affecting
enormously to the people, contributing to the emergence of
problems of health, deficient relationships and loss of labor
productivity.

- Obesity is a problem that still afflicts Americans. Even


though, after several years of bad news in relation to the
epidemic of obesity, which affects one in three Americans,
things They are finally improving. In the last 10 years the
obesity rate It seems to be stabilizing between children and
adults. The reason for the posible change in the trend of
obesity is the reduction of consumption of calories Adults
went from consuming 2,220 calories a day to 2,134.

 Cultural aspects in business:

- Take the time to know something about the culture of a


country, before doing business, is a sign of respect and is
often deeply appreciated
- Those who understand culture have more opportunities to
develop successful and long-term business relationships.
- Punctuality is important. If you arrive late, notify in advance.
The first meeting is essential to give an image of
seriousness, confidence and credibility of the company.
- The use of a suit and tie is the most advisable for men. For
the women is also advisable a suit of conservative character.
 How the product uses the consumer

Price data and sales presentation were collected through a primary


source. These prices were collected through the consultation of
products at points of sale such as supermarkets. The sources
consulted were the following:

- Places visited: Publix - Winn dixie – Whole foods market. As a


result of this data collection, the presentation used by the
distributors can be presented, as well as the price ranges at the
retail level for fresh blueberries:

Arándano Orgánico 6oz – Producto de Chile - $6.99


Arándano Orgánico 6oz – Producto de México - $6.99

Arándano 6oz – Producto de Chile - $2.99

Arándano 6oz – Producto de EE.UU. - $3.99


 Specialized Fairs

The main national exhibition of blueberries in the US is:

Maine Blueberry Festival & Union Fair Agosto 20-27,


2011
Union Fairgrounds, Union ME
http://www.unionfair.org/

The main exhibition of fresh agricultural products in the


US is:
Fresh Summit International Convention & Exposition –
PMA October 14-17, 2011
Atlanta, Georgia USA
http://www.pma.com/events-conferences/event-calendar

Target Market

United States

BASIC DATA:
SOCIAL INDICATORS:

ECONOMIC INDICATORS

Our target market is in United States, mainly in the States of:

• Los Angeles
• Washington

Socio economic level:

• A, B, C

Who is focused our product?

• People who consume energy drinks from age: 18 to 44 years


• Sex: both
• Sportsmen, workers, housewives, anyone who needs energy
in their daily lives.

B. Competitor analysis in the target market

The presence of competitors, the Canadian market recently it has


opened the export market of blueberries to Peru, so there are few.
The national exporting companies, thus obtaining the best score. In
countries such as the United States and the Netherlands, there is
already a positioning since there are 24 Peruvian companies that
compete in the market. This gives it a lower score, but neither does the
minor, it has an acceptance in those countries.

Marketing Strategy

 Porter (2009), points out that there are generic strategies for
companies, which are tactics to overcome the performance of
competitors in an industrial sector. The strategies are:Cost
leadership strategy.

The cost leadership strategy requires:


- Aggressive construction of the facilities. Volumes, efficiently.
- A vigorous effort to reduce costs, due to the curve of the
experience
- Controls of costs and indirect expenses.
- The minimization of costs in R & D, services, sales force and
advertising.
- The design of products that facilitate production.
- A strong initial investment in technology equipment. Second.

 Differentiation strategy

Some ways to differentiate are through:


- Product design.
- Brand image.
- Technological advance.
- Exterior appearance.
- After-sales service.
- Distributor chains.

 Focus strategy or high segmentation

This strategy achieves:


- Differentiation or cost advantage or both. chosen segment.
- High participation in the chosen segment, but at the level of
the total market.
- Sometimes, yields higher than the average of its industrial
sector.

MARKETING MIX

 PRODUCT
Based on a Peruvian tropical fruit that have many energy properties
for this reason we saw a potential for people who are in constant
motion and are routine or people doing sport constantly from de
United States.

This have Attached to various preservatives aa try to give a high


degree of quality being the main property naturalness. Vitamin C -
more than any other food.

 PRICE

The price of our energy drink varies depending on the place of sale
and the purchasing power of our consumers.

we want to reach different social economic sectors between sector A


and B. The price stablishid be s /. 4 for our energy drink.

 PROMOTION

Will be through banners, publications on different pages, a trade that


can demonstrate the benefits of juice energy blueberry, flayers and
being the most effective activations in various places like shopping
malls in order to give a small sample of the properties our energetic
and refreshing drink. Basically to integrate in the fairs promotion with
our:

Banners

- Displaying the logo of our company, encouraging them to buy


our refresh ENERFRESH.
- Flayer:

Content and product properties is displayed (photos).

Brochure:

- The brochure has all the detailed and important information


that our product offers the consumer.

 PLACE

The places of our product sales in supermarkets focus with strategic


location places where visibility of our product easier, we will use
activations in supermarkets to encourage people to buy and learn a
bit more of our energy drink of blueberry.
Among other places of our energy drink sales saw suitable stores, to
reach a wider range of consumers and generally more sales in order
to maximize profits.

Besides having presence in gyms, sports centers and places where


people are constantly sport as our Energy Drink helps to have
optimum performance.

 VALUE PROPOSITION

We offer product with a high properties vitamins antioxidants of a


native fruit, had synth tiged in the juice has been a source of practical
energy that can be consumed daily.

7. Social Impact

Within the company, CSR is organized by aspects of the environment,


health and product quality.

This is part of the strategy for the future growth of the company. Internally,
the participation of the staff and the community of the area, both in the
operations carried out and in the impact of the business.

Externally, the company undertakes to update itself with the policies of


preservation of the environment, product recycling and compliance with all
international regulations.

If the company meets all these aspects, it is a point in favor to be accepted


as a provider of some organizations whose policy is to work with socially
and environmentally responsible companies.

8. Conclusions

I. First:

The proposal for the export of cranberry juice to the market of the
United States is feasible, since there is an existing demand for
acceptance of blueberry juice in the target market and after having
realized the flow of the box is demonstrated that generates utilities.

II. Second part


Blueberries in the United States market through administrative
theories and concepts in international trade issues.

III. Third:

The documentation and certificates that are needed to determine


perform an export process Blueberries in the United States market.

IV. Fourth:

The proposal was validated through consultation with experts on


issues of the validity certification that exists. Relevance, relevance and
that is applicable.

V.Fifth

The government institutions that through the programs encourage the


development of agroexport, does not occur in a decentralized manner
companies and producers.

VI. Sixth

The present research will be a guide for the next students who wish to
develop the export of other products.