Exportación de aguaymanto o Golden berry

UNIVERSIDAD RICARDO PALMA FACULTY OF ECONOMICS AND BUSINESS School Of Global Business Administration

Export Golden Berry dehydrated to the county of Los

Angeles - California - United States.

Aula : D-317 Professor : Bazalar Acosta, Stephany Group : 4 Subject : Exports workshop

Members : Alvarez Zamora, Erick Dongo De la Torre, Freddy Guzmn Rojo, Anglica Tinoco Tejeda, Martin

2015 I Surco

INDEX

CHAPTER I: DESCRIPTION OF THE BUSINESS IDEA AND EXPORT COMPANY ..........................................1

1.1 Business Idea ...............................................................................................................................2

1.1.1 Company ...............................................................................................................................2

1.1.2 Brand ....................................................................................................................................2

1.1.3. Product.................................................................................................................................2

1.1.4. The target market: USA - California .......................................................................................3

1.1.5 Objective Of Business Idea .....................................................................................................3

1.1.6 SWOT of the business idea .....................................................................................................3

CHAPTER II: COMPANY: PRODUCTS AND SERVICES .............................................................................5

2.1. Raw Material ...........................................................................................................................6

2.2 Analysis Of The Offer ................................................................................................................6

2.2.1 Production Zones ......................................................................................................................... 6

2.2.2 Suppliers ....................................................................................................................................... 7

2.3 Final Product ............................................................................................................................8

2.3.1 Characteristics .............................................................................................................................. 8

2.3.2 Benefits ........................................................................................................................................ 8

2.3.3 International Certifications ........................................................................................................ 10

2.3.4 Packaging ................................................................................................................................... 10

2.3.6 Unitary Price Golden Berry (Us$ / Kg ........................................................................................ 12

CHAPTER III: INTERNATIONAL MARKET RESEARCH ............................................................................ 13

3.1.Exports Of The Tariff Item: 0813400000 .................................................................................. 14

3.3 Habits Of Consumption ........................................................................................................... 16

3.4 Consumer Trends .................................................................................................................... 16

3.5 Potential Customers ............................................................................................................... 17

3.6 Distribution Channels ............................................................................................................. 18

3.7 Access Requirements .............................................................................................................. 19

3.8 Marking, Labeling And Packing ................................................................................................ 19

3.9 Transport ............................................................................................................................... 22

3.10 Tariff Preferences ................................................................................................................. 23

CHAPTER IV: MARKETING PLAN ........................................................................................................ 24

4.1. Product ................................................................................................................................. 25

4.2 Price ....................................................................................................................................... 25

4.3. Promotion ............................................................................................................................. 26

4.4 Distribution Or Place ............................................................................................................... 27

CHAPTER V: DESIGN AND DEVELOPMENT PLANS .............................................................................. 29

5.1 Profile of the Business Plan ..................................................................................................... 30

5.2 Market opportunity ................................................................................................................ 30

5.3 Positioning ............................................................................................................................. 31

5.4. Organizational development .................................................................................................. 32

5.5 Competitive Environment ....................................................................................................... 34

5.6. Protection of the intellectual property ................................................................................... 36

CHAPTER VI: PLAN OF OPERATIONS AND PRODUCTION .................................................................... 37

6.1 Supply Chain ........................................................................................................................... 38

6.2. Regulatory and legally aspects ............................................................................................... 38

6.3 Institutional Framework Of The Golden Berry Sector ............................................................... 39

6.4 Tariff Preferences ................................................................................................................... 39

CHAPTER VII: EXPORT MANAGMENT ................................................................................................ 40

7.1 Condition Of The Sale Of Cargo............................................................................................... 41

7.2 Means of payment .................................................................................................................. 42

7.3 Documentary Manage ............................................................................................................ 42

7.4 Physical Distribution International Chain ................................................................................. 43

CHAPTER VIII. FINANCIAL PLAN ........................................................................................................ 46

8.1 Exchange Rates As A Risk Which Has Been Evaluated ............................................................... 47

8.2 Acquisition Of Materials Or Inputs For The Production............................................................. 48

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CHAPTER I: DESCRIPTION OF THE

BUSINESS IDEA AND EXPORT

COMPANY

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1.1 Business Idea

1.1.1 Company

We are an association of exporters responsible for the production, packaging and marketing of agricultural products from our Andean highlands, which aims to expand agricultural pillars to foreign markets. We mainly engaged in the export of dried fruits such as dried golden berry since it is the flagship product of the company.

1.1.2 Brand

Our main brand is called Capuli snacks, refers to golden berry in dehydration and can be edible at any time of day. Thus fruits able to preserve most of its nutritional properties.

1.1.3. Product

At present, this technique of dehydration plays a fundamental role in the Andean region as an excellent alternative for poor farmers, since storage of the product is less complicated and the amount of reduction is much lower.

Dried fruits are a real source of energy, natural fructose and delicious and intense flavor. For example they can be used as provisions for the journey or taken as nutritional food

high power (Power-Snack) for sports activities. They can be eaten alone or used for industrial production of jams, sauces, energy bars,

cakes, desserts and fruit tea, to name a few.

DOSAGE

-Dehydrated Golden berry: Can be eaten at any time of day.

-Contraindications: None Ingredients: dried fruit

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1.1.4. The target market: USA - California

We identify the needs and demands of the US market for a product with features and organic, natural properties of easy use and consumption contributes to their food and nutrition to strengthen their health, so we define the county of Los Angeles as a niche satisfy market, the study indicates that we have products that cover these requirements is where people are most famous as Hollywood, Pasadena, Long Beach, Beverly Hills, where the tendency of people is to consume organic products and care health, just as it was considered as the blue ocean this city with great potential consumer.

The study shows California as one of the states with the highest consumption of natural products, it is located within the county of Los Angeles with a larger display.

Factors influencing the purchase of natural products

Natural products have an approximate acceptance of 9% of sales in natural food stores and 10% in conventional supermarkets, highlighting issues you organic products and their benefits.

1.1.5 Objective Of Business Idea

The aim of AGROINVERSIONES MAFESA is to create a better everyday life for most people both external and internal. Our business idea supports this vision by offering a good choice for the welfare and health of the person to this product demonstrating its effectiveness through testimony and loyalty from customers.

1.1.6 SWOT of the business idea

Strengths It has high vitamin content, natural sugars, special scents that are recognized worldwide

which can develop new competitive and high quality products. It is a beneficial product for our health because it contains large amounts of vitamins A,

B and C, as well as iron, phosphorus and carbohydrates.

Opportunities

International market interested in exotic products and health benefits.

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Weaknesses

Their frequent use can lead to problems of excess calcium in the bones, hardening them. And the hardening of the bones is not good in all cases.

Threats In trying to alter the product to meet the requirements of the international market, the

risk is that a chemical and artificial product becomes, losing their nature and their medicinal results.

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CHAPTER II: COMPANY: PRODUCTS

AND SERVICES

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2.1. Raw Material It is a round, yellow, sweet and small fruit

(between 1.25 and 2 cm in diameter), native to

America, where more than 50 species are known in

the wild. Although it has been known since pre-

Columbian times and is a traditional wild food in

Andean areas, reaching up to two meters high, can

generate 30 hollow stems, leaves are heart-shaped

and villi; has a main root of the emerging lateral

roots, flowers have five petals yellow, the fruit is a

globosely berry and juicy, with a bittersweet pulp

within which are large number of seeds; the fruit

can weigh from 4-10 grams and remains covered

by the cup or calyx, or throughout its development

2.2 Analysis Of The Offer

2.2.1 Production Zones

In Peru, the main production area golden berry is

Cajamarca, is where its cultivation began with a

commercial and associative perspective, also have

developed research and technology has been adapted

for agronomic crop management.

There are also other production areas in the Central

Highlands (Ancash, Huanuco and Huancayo) and Sierra

Sur (Cuzco). Sierra de Ancash: (Huari, Yungay, Recuay,

Carhuaz, Ocros). Cajamarca (Celendin, Cumbico), Junin

(Huancayo, Mantaro Valley), Ayacucho, Cuzco and Puno.

In Cajamarca, the fresh fruits to the producer price ranges from S /. 1.50 / kg (conventional) and

S /. 2.50 / kg (organic); in Lima is sold wholesale to S /. 3.00 / kg (conventional); selected, in

tray-basket is S /. 10 / kg. The dry product is sold up to S /. 38 / kg plus tax bill. The price to the

final consumer in packs of 250 g varies between S /. 3.50 to S /. 7.20, in supermarkets and S /.

10.00 to S /. 15.00 per kilogram in the bulk in other markets.

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2.2.2 Suppliers

Valley Andes E.I.R.L

A company that works with farmers in various districts and provinces of Cajamarca,

especially with farmers in the peasant community of Cumbico, district of Madeleine,

province and Department of Cajamarca. It is responsible for the sale of dried fruits of high

quality located in Av. La Paz Mza. D lote. 8 Mollepampa baja.

Trupal S.A

Company dedicated to product packaging. We provide transparent bags of low density

polyethylene (LDPE) because it is more flexible than HDPE.

Commercial Office

Av. Evitamiento 3636

El Agustino, Lima

Per

Telf.: 385-2043

Packaging and wrapping S.A

Company dedicated to manufacturing high quality flexible packaging. We provide labels for

our main product capul snacks.

CalleBanchero Rossi 193 Santa Anita, Lima 43, Peru (01) Telfono: (511) 201 5660 Fax: (511) 201 5650

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2.3 Final Product

2.3.1 Characteristics

Bag of dried golden berry (100 grams)

It contains selected golden berry. High content of fiber, vitamin A and

vitamin C.

Has a label with the date of production, detailed date of expiry, lot

number of net weight, production and storage conditions.

The product must be away from sources of heat and odors

The packaging displays product in the eyes of the buyer which

promotes sale.

Is easy to transport and takes up minimum space

Ideal for people who follow diets to lose weight, athletes and all who want to lead a

healthy life.

Supports the immune system and strengthens the optic nerve. For its diuretic properties

helps in treating prostate. It is also an excellent natural tranquilizer for the presence of

flavonoids; and helps purify the blood and reduce cholesterol.

2.3.2 Benefits

The technique of dehydration is a very old method of food preservation. The alternative is to

transform the fruit through a dehydration process, a high quality product, nutritional value

which is guaranteed.

Dehydration is an excellent alternative to channel surplus fruit that are generated during times

of increased supply. The fundamental advantage of dehydration is preserving most of the

nutritional properties of the fruit. It also generates added value to the product.

According to research by being digestive, helps prevent stomach cancer, colon and bowel. The

fruit is used to purify the blood, helps eliminate albumin kidneys, reconstitutes the optic nerve,

clean cataracts, diabetes contributes, incipient effectively relieves arthritis and diseases of the

throat. For its vitamin A is considered a carotengeno fruit.

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Helps fight the following diseases:

Amoebiasis: Controls amebiasis.

Antirheumatic

Asthma: Fighting asthma.

Bronchi: Relieves bronchial problems.

Calcium: Aids in the formation of teeth and bones.

Cancer (Colon, intestine, stomach): Prevents Cancer for its digestive properties.

Mental Fatigue: Fight mental fatigue.

Cholesterol: Lowers cholesterol levels in the blood.

Depression: Fighting depression.

Diabetes: Eat the fruit of golden berry because it has an insulin-like substance.

Aging: The consumption of this prevents aging.

Throat: Relieves throat problems.

Injuries: Promotes healing of wounds.

Menopause: Relieves symptoms characteristic of this period.

Menstruation: relieves menstrual cramps.

Prostate favors treating people with prostate problems thanks to its diuretic properties.

Sinusitis: Combat sinusitis.

Immune System: Strengthens.

Stress: Combat stress

Tranquilizer: Since it contains flavonoids.

View: Cure the cloudiness of the eye.

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2.3.3 International Certifications

To export dehydrated golden berry, should take into account the laws that exist with respect to

quality, packaging and labeling. Approved by the Food and Drug Administration (FDA) approval

is required for United States.

2.3.4 Packaging

Packaging bags is made in cardboard boxes of 40 x 30 x 40 cm (length-width-height). 100 bags

of 100 g are packaged per box.

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2.3.5 Tariff Item

NAME OF THE PRODUCT

golden berry Dehydrated

SCIENTIFIC NAME

Physalisperuviana L.

TARIFF CODE FOR THE DEHYDRATED GOLDEN BERRY

0813.40.00.00: The other fruits and other nuts. The national subheading is general

which implies there are other products exported; for the present business report has

been considered only the records of dehydrated or dry golden berry.

ANOTHER PRESENTATIONS

It can be eaten alone, desserts and with other sweet fruits.

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2.3.6 Unitary Price Golden Berry (Us$ / Kg

Its exported with the commercial name golden berry or Physalisperuviana with the tariff

heading N 0813.40.00.00, at an export price between 5$ and 13$ the Kg according to

PROMPERU, data supplied by SUNAT updated to February 2015 (the last 5 years). Our chosen

price will be an approximately of between 5$ and 6$ due it was the lower price the last year,

and that is how we can be competitive in the market with other who are exporting the same.

Concept Unit Price Cantity Total (US$)

Golden berry in fram kg 0.16 4.6 0.72

Maquila - dehydrated Goldenberry kg 1.25 1.0 1.25

Bags of low density polyethylene Unity 0.04 1.0 0.04

Corrugated cardboard boxes Unity 0.18 1.0 0.18

Direct Costs (US$/kg) 2.19

Transport km 0.01 61.1 0.52

Finished product warehouse rental Unity 0.07 1.0 0.07

Phone Unity 0.1 3.0 0.3

Manpower (Qualified) Unity 0.71 1.0 0.71

Manpower (Not Qualified) Unity 0.34 1.0 0.34

Broker commission (1.5%) Unity 0.19 1.0 0.19

Indirect Costs (US$/kg) 2.13

TOTAL COST (US$/kg) 4.32

UNIT COST (US$/kg)

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CHAPTER III: INTERNATIONAL

MARKET RESEARCH

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3.1.Exports Of The Tariff Item: 0813400000 As we can see, thanks to Siicex & Sunat we have obtained important information which

allows us to have a better understanding and chose which is going to be our convenient market.

The main exports of the tariff item before mentioned are intended to the markets showed in

the next box:

And here we have one of the main exporters who make possible this business:

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3.2 Profile Of Our Customer

The main customers are the import companies of processed food located in Los Angeles

California United States which supply to the main supermarkets of the market. The database

of potential customers was based in information supplied by Economercados, Alibaba and the

represent of sells in Los Angeles, especially of imports and dealers of the United States

according to the state they belong.

Starting from this directory, we can observe Los Angeles as the state with more importers and

dealers of organic products.

Los Angeles is one of the best places in the food country in which we could find almost

everything you can imagine in some place behind its borders, a new tendency in organic

coffees, restaurants with an cart of amazing food, this city is completely full of food, authentic

which represents the traditionally culinary of a lot of immigrant communities, there are various

supermarket chains with a different quality. For example: TRADER Joe, a grocery store with

multiple locations (Pasadena), The sell of a lot of organic products, without preservatives. The

closer cities of Beverly Hills, West Hollywood and Santa Mnica also offer numerous options to

eat.

The collected information makes us to conclude our objective market is Los Angeles as a market

with big projections for our product due the people has more tendencies to buy organic and

ecologic products paying the necessary price to obtain and consume it.

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3.3 Habits Of Consumption

A big part of the consumers in Los Angeles flock to different supermarkets to make its shopping,

with a common period between one and two times per week, this centers have an strategy to

consolidate the purchases of products, while a less percentage of consumers flock to

establishments, pharmacies, services stations and others.

Supermkartes, 807,8

Millones

Wholesale stores

41 Millions

Pharmacies6,1 Millions

VENTAS DE MERMELADAS JALEAS Y MIEL

SALES OF AGUAYMANTO

94%

5%1%

3.4 Consumer Trends The product is intended to satisfy consumers of organic, healthy products easy to use

and high protein product marketed in the County of Los Angeles, State California, United

States.

The target audience comprises consumers of organic products with low chemical input

to promote their health.

a trend of increasing consumption of natural products with low chemical inputs

demand.

US consumers know about organic and natural organic products, which influence on

family and friends to encourage purchase.

The most important thing that only 38% of organic consumers consider taste as the

main deciding factor.

According to research the US market report that between 33% and 47% of consumers

have made purchases of organic and derived foods, which have the concept that these

products are safer, higher quality and more nutritious than other the food.

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Los Angeles as a niche market to meet, a study indicates that we have products that meets

these requirements is where is most famous people such as Hollywood, Pasadena, Long Beach,

Beverly Hills where the tendency of people is consuming organic products and health

conscious.

3.5 Potential Customers The main customers are importers of processed foods placed in the county of Los Angeles -

California - United States which supply to major supermarkets in the market. The database of

potential customers was based on information provided by Ecomercados, Alibaba and sales

representative in Los Angeles, especially importers and distributors in the United States

according to the state they belong.

From this directory we can see that the state's importers and distributors of organic products is

the county of Los Angeles.

Los Angeles is one of the best places in the country of food you can find almost anything you

can imagine somewhere within its borders, a new trend in organic cafes, restaurants with an

impressive food menu, this city is full food, representing authentic culinary traditions of many

immigrant communities, there are several different supermarket chains such as "Trader Joe ', a

reputable grocery store with multiple locations (Pasadena), selling many organic products

without preservatives. The nearby cities of Beverly Hills, West Hollywood and Santa Monica

also offer numerous dining options.

The information gathered leads us to the conclusion that the target market is Los Angeles is a

market with great view for our product because people are more likely to buy organic and / or

organic, paying whatever price is necessary to obtain and consume.

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3.6 Distribution Channels

1) Our company is located at the base of the distribution channel because producers are golden

berry dehydrated.

2) We have the advantage of being able to sell our product to the importer or food processing

companies.

3) At the same time they will be able to make a direct sale to wholesale markets or different

types of food processors.

4) Sales to retailers and retailers are selling the penultimate level that makes our product, often

may suffer some kind of transformation as in the case of bakeries or restaurants or

supermarkets retailers.

5) The last sale of our processed product or direct consumption is performed.

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3.7 Access Requirements Depending on the target market should be coordinated with the importer or buyer, the

requirements that apply to your Custom for the entry of the goods; that documentation being

in charge of managing exporter in the home market. Normally for foodstuffs it is often asked:

- Health certificate (process them at SENASA (National Service of Agrarian Health).

- Certificate of origin, verify the origin of the product and if the importer to benefit

from the tariff preference trade agreement signed by; among others. (Process them

at the Chambers of Commerce of each Region).

- Quality certificate. (Private companies process them in the middle).

UNITED STATES:

Golden berry to export dehydrated in the two markets mentioned, take into

account the laws that exist in terms of quality, packaging and labeling.

To United States Food and Drug Administration (FDA) it is responsible for

legislating the labeling and packaging as well as the quality standards necessary

for export.

3.8 Marking, Labeling And Packing Features package: the product marketed as dried

golden berry, will be packed in laminated bags, in

presentations of 100 grams, the processed product

will be enriched with vitamins A and C.

Presentation of dehydrated shaped snack golden

berry

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Normative references:

Peruvian Technical Standards (PTS): PTS 203.120.2007 CANNED FOODS.

Labeling.

International Standards: CAC / RCP 44-1995, Amd. 1-2044 International Code of

Practice for Packaging and Transport of Fresh Fruits and Vegetables.

Peruvian Metrological Standard: PMS 001: 1995. PACKAGED PRODUCTS.

Labeled.

REQUIREMENTS FOR ACCESSING THE TARGET MARKET:

a) Marking and labeling of products

US the government requires food labels on packaged foods such as snacks

golden berry in presentation, in order that these provide information as

complete as possible, useful, accurate and clearly visible, legible and

understandable for consumers.

The law requires every processed food containing a dual labeling: general

labeling (general food labeling) and nutrition labeling (nutrition facts) and

additionally a bar code product data; however, there are special provisions

relating to the declaration of allergens on the label and trans fatty acids (in

English, trans fatty acids, TFA).

b) Labeling of products

General labeling information must be submitted in English using the

measurement units of the English system (pounds, ounces). It must also be

considered:

- Declaration of identity, common or usual name of the food (type of product):

Golden berry in snacks.

- Brand or product logo: Golden berry in snacks.

- Accurate statement of net contents (weight, volume): laminated bags of 100

grams.

- Name and place of business of the manufacturer, packer or distributor,

exporter.

- Country of origin: Peru

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c) Nutrition Labeling:

For nutrition labeling, provide the information presented below. The different

components are listed in the order in which they appear on the label:

- total calories

- caloriesfromfat

- caloriesfromsaturatedfat

- total fat

- saturatedfat

- polysaturatedfat

- monosaturatedfat

- cholesterol

- sodium

- potassium

- total carbohydrate

- dietaryfiber

- soluble fiber

- insoluble fiber

- sugars

- sugar alcohol

- other carbohydrate

- protein

- vitamin A

- percent o f vitamin A presentas betacarotene

- vitamin C

- calcium

- iron

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3.9 Transport Our main mode of transport is sea route to the port of Los Angeles. The Port of Los Angeles is

an international port in the neighborhood of San Pedro in Los Angeles, California, USA. It is

located about 30 km (20 M) south of downtown Los Angeles.

Because our product is dehydrated has a longer duration unlike fresh produce.

SHIPPING LINE ROUTE TO THE PORT OF LOS ANGELES:

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SHIPPING LINES TO THE PORT OF LOS ANGELES: We will choose Shipping Line

Nippon Yusen Kaisha (NYK) because it has less transit day.

3.10 Tariff Preferences Tariff correlation in possible destination countries. To detail the tariff correlation, the

Harmonized System will be considered to indicate the correct item among potential countries

for export of dehydrated golden berry.

COUNTRY Harmonized Tariff

USA 0813.40.90.00

CANADA 0813.40.00.90

JAPAN 0813.40.02.90

GERMANY 0813.40.95.00

Peru has numerous trade agreements which allow the Peruvian exportable supply more

competitive in the international market; in the table below existing trade agreements signed by

Peru and listed tariff preferences brindadas national subheading: 0813.40.00.00

lasdemasfrutas u otrosfrutosseco.

TRADE AND FREE TRADE AGREEMENTS SIGNED BY PERU AND THE UNITED STATES Subpartida:

0813.40.00.00 LAS DEMAS FRUTAS U OTROS FRUTOS SECOS

Trade agreement.

Equivalent subheading.

Tariff Law.

Tariff Preference.

2013 tariff payable.

Observation.

FTA USA-PERU 0813.40.90.00 2.5% 100% 0% -

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CHAPTER IV: MARKETING PLAN

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4.1. Product The product exported is dehydrated golden berry whose advantage is that fruits are able to

preserve most of its nutritional properties increasing the lifespan. At present, the technique of

dehydration plays a fundamental role in the Andean region as an excellent alternative for poor

farmers, since storage of the product is less complicated and the amount of reduction is much

lower. Dried fruits are a real source of energy, natural fructose and delicious and intense flavor.

Golden berry dehydrated Uses

To be consumed at any time of day, as an accompaniment to salads, yogurt and cereal.

Taking as food high nutritional power (Power-Snack) providing ideal for children,

athletes and students natural energy.

Used for industrial production of jams, sauces, cakes, desserts and fruit tea.

For pastry, chocolate, gourmet kitchen

The product is made from fresh golden berry, healthy and of a yellow fruit, to be processed is

removed from its cocoon which passes through quality control to determine if the fruit are

damaged or not. It is then dehydrated with moderate temperatures to keep the fruit

characteristics and nutritional properties

PRODUCT DETAILS:

Product: Golden berry dehydrated

Weight: 100 g

Brand: Capuli Snacks

Heading: 0813.40.00.00

Company: AGROINVERSIONES MAFE SA

4.2 Price Our chosen price will be an approximately of between 5$ and 6$ due it was the lower price the

last year, and that is how we can be competitive in the market with other who are exporting

the same.

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4.3. Promotion Hiring a sales representative in California.

Promotion through websites: Facebook, twitter.

Registration ALibaba.

Registration Agroterra.

Continued participation with PromPeru.

Participation in international fairs.

There will be sample shipment.

International events:

PMA FRESH SUMMIT:

It is the world's largest event on fruits and

vegetables, where more than 17,000 participants

from all supply chains fruit come together as a

community to learn, build relationships and do

business usually is performed October of each

year, often based in Orlando (Florida) - United

States.

www.pma.com/freshsummit

E-mail: [email protected]

NATURAL PRODUCTS EXPO WEST:

The fair No. 1 United States, along with its

twin the ExpoEast, 3,200 exhibitors and

47,000 visitors, are buyers, importers,

wholesalers, responsible for business

natural and/or organic chains; of all the

States of North America, realized in the month of March in Anaheim (California).

www.expowest.com

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CUSTOMER SERVICE STRATEGY OR AFTER SALES:

To maintain constant contact with our customers create a space on our website to post

sales service which allows a contact 24 hours a day, keep track of purchases will be

made and verify customer satisfaction, our attention via on-line will allow us to meet all

the expectations and concerns of our customers. The information on the website, e-mail

and phone are on the labels.

4.4 Distribution Or Place In general, the commercialization system which will be applied is going to be integrated by the

producing company or exporter, wholesalers, the retailers such as the supermarkets who are in

charged for the promotion of organic products, and as a final point of the chain the customers.

Within the commercialization system , the wholesaler dealer plays an Important role due is the

main contact with The supermarket who due the logistic difficulty and the extra costs by

Imports flock to them for the supply of the products . Therefore, the wholesaler dealers are in

charge of all the require logistic development for the commercialization of our products, which

implies the management of the inventories and the organization of promotional activities.

The specialization of the wholesale dealer in this kind of functions difficult the direct access of

the exporter to the supermarket chains.

OUR COMPANY NAME

WHOLESALERS

Final Customer

SUPERMARKETS

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By the other hand, the supermarkets are highlighted as the most important agents for the

market of manufactured products. One of the characteristics more outstanding of these

retailers is its negotiation power over the suppliers, power which allows them keep higher

levels of exigency in prices terms, quality and complementary services generating, in this

manner, each time more competitive.

Nowadays and in the future, the industry of organic products constitutes one of the most

lucrative business for the supermarket chains in the United States, due the consume tendency

of products which benefit health and the sense of a longer life, then the tendency of the

supermarkets is about offer a widely space for a number each time bigger of organic products.

Due the golden berry or Uchuva is an unknown exotic fruit for the American consumers, the

most adequate channel for its introduction in this new market will be through a wholesale

dealer, is the supermarket channel and stores of organic products, to start in the future its

commercialization where most of the people flock these places because they are interested

nowadays in the healthy.

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CHAPTER V: DESIGN AND

DEVELOPMENT PLANS

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5.1 Profile of the Business Plan Our business plan is focused on the export of golden berry dehydrated in presentations of 100

grams to Los Angeles where we find great chance wholesale customers (supermarkets) and

retailers (bakeries and restaurants) due to the high consumption of organic products.

5.2 Market opportunity Potential market size:

America has a high consumption of products such as golden berry and jellies, high rates of

population growth and distribution chains organized, they are mature and competitive

markets.

Importing golden berry:

It elects the United States which has a growing import of golden berry trend, then your

current sources of supply and price characteristics that have determined.

Population size:

Important for determining the target market attribute. America is a country with over 311

million inhabitants.

Geographical proximity:

In the case of Peru to the United States it has appropriate distribution channels for export.

Commercial advantages:

The advantages are reduced tariffs, NAFTA trade agreement Peru - USA.

As a result of macro segmentation is chosen America as target market for the following

conditions:

The evolution of imports from the United States is growing.

It is a market of 311 million people with a per capita consumption of 1.5 kilograms

(kg) of dried fruit.

It has an average GDP growth rates of 2.5% (Central Bank of Washington).

Appropriate distribution channels.

It has an FTA in force.

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Market access:

The general requirements are for commercial food shipments:

a. Notification to the FDA prior to shipping, as established by the Bioterrorism Act.

b. Comply with Good Manufacturing Practices (GMP for its acronym in English), whose

requirements grouped conditions of staff, buildings and facilities, equipment,

production and control processes, and warehousing and distribution.

c. Do not include any ingredients banned by the FDA. ANNEX The list of permitted

substances is available at the following link:

http://www.accessdata.fda.gov/scripts/fcn/fcnNavigation.cfm?rpt=eafusListing&dis

layAll=true

d. commercial invoice

e. Packing list

f. Certificate of origin

On the other hand, there is no chemical or microbiological for the entry of these products

in the US requirements. This is more related to the provisions of the contract with the

customer.

5.3 Positioning POSITIONING:

The positioning will occur based on the criteria of competence, so that the company was

positioned in the market on the basis of an additional attribute, this will be based on

product differentiation through value added and the development of the new image.

Positioning is not immediately done over time.

POSITIONING STRATEGIES

The company seeks to position your product in the target market, i.e. it will seek to

establish this position in the consumer's mind in relation to other assets offered by the

competition. According to segmentation at which the product is oriented, the position is

determined as follows: For men and women in Los Angeles who are interested in the

welfare of his family, contributing to health care and welfare, because it has advanced

nutritious formula.

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5.4. Organizational development ORGANIZATIONAL CULTURE:

Encourage a pleasant working environment that promotes creativity, participation,

exchange of ideas and teamwork, providing conditions for the employee to reach its full

potential for their own benefit and achieve the objectives and goals of the organization.

Create an organizational culture focused on quality, efficiency and customer satisfaction.

Promote and achieve greater quantity and quality of production with partners, the main

motivator greater profitability and utility company reversed in profit for them.

ORGANIZATIONAL STRUCTURE:

MAFE S.A. FLOWCHART

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General and specific staff functions:

a. Chief Executive Officer - CEO:

- Functions: Planning Manager of the company, the establishment of policies and

strategies. Development of negotiations with clients, evaluation and reporting with banks,

suppliers and business partners abroad. Overseeing the operations of the company.

Representative to the general meeting of shareholders. Development of new projects.

- Requirements: Industrial Engineer, business manager or economist desirable

postgraduate course in business administration with a minimum experience of two years

management positions, advanced level English language, knowledge of tools and products

for financial management.

- Skills: Leadership, Group Leadership work, people management, change management

and development, achievement orientation and organizational awareness.

- Compensation: S /. 2,500 monthly

b. Head of Production and Quality

- Functions: Control Manager and financial and tax planning of the company, as the areas

of logistics, personnel, administration and accounting. Responsible for the control of assets,

cash flow, treasury and accounting.

- Requirements: Graduated with a degree in accounting or finance, experience of at least

three years in management positions in financial areas of companies exporting companies,

complementary studies in taxation of imports and exports, advanced office domain.

- Skills: Ability to analyze, proactive, searching for information, planning and organization,

delegation, stress tolerance.


c. Head of Foreign Trade and Commerce

- Functions: Management and negotiation with suppliers, coordinating the supply of raw

material, realization of documents relating to the export and export procedures.

- Requirements: Graduated in Industrial Engineering and Management, English language

at an advanced level, with studies in foreign trade, minimum 2 years in similar positions,

advanced office domain.

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- Skills: Teamwork, proactive, negotiation, oral communication, persuasion, planning and

organization, control.


d. Chief Financial Officer - CFO

- Functions: Production planning, quality control and production analysis method,

inventory control, work arrangements.

- Requirements: Graduated in food technologies, desirable management courses, with

minimum 3 years experience in similar positions in agribusinesses.

- Skills: Development of subordinates, teamwork, analytical skills, leadership, concern for

accuracy, responsibility, planning, discipline, conflict management.


5.5 Competitive Environment Agroandino SRL

AgroAndino SRL is the leading corporation in the

growing, processing and marketing of goldenberry,

wild fruit native to Peru.

AgroAndino sells agricultural products of small

farmers in the Andes of Peru. To improve conditions,

AgroAndino promotes the associations of producers

of small farmers in the Highlands of Cajamarca.

AgroAndino offers training, technical assistance and

advises them to improve agricultural practices.

Cultivation and processing plant of AgroAndino SRL

fields are located in the province of San Pablo,

Cajamarca. Currently they increased their range of

products, with banana, mango, pineapple, yacon and

granada dehydrated.

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Vitallanos Peru SAC

It is an export-oriented company of Peruvian

capitals with extensive experience in processing,

distribution and marketing of foods and plants

such as fruits, vegetables, peppers, spices,

medicinal plants, among others. Among his most

notable dehydrated goldenberry products have

made from fresh goldenberry, with rigorous

quality standards, led to the international market.

Its products are characterized by being completely

natural and organic and meet the standards

required for processing and rigorous processes and

quality controls. They have their own plant which

allows them to develop the production process of

the product and thus offer competitive prices to our customers.

Location: La proyectada avenue - Santa Clara - Ate.

Villa Andina SAC

Villa Andina is a social enterprise founded in 2007 with the aim of developing and

marketing agro-food products of high quality. Its headquarters and production plant are in

Cajamarca, a city located at an altitude of over 2,800 meters above sea level in the Andes in

northern Peru.

Villa Andina SAC works in partnership with small farmers

in the area to promote the cultivation of different ethnic

foods and subsequently treatment, to make fresh

produce in an ecological and organic dry product for the

export market.

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Dehydrated goldenberry

For the production of the fruits fresh fruit is selected and qualified by

his fitness this process is carefully controlled in order to submit the fruit

to a value as low as possible heat during dehydration, in order to

preserve the gastronomic qualities and nutritional fruit original

Golden berry becomes a form of raisins, sphere about 15 mm in size. It

has the same bright orange and bitter taste nice and sweet as the

original fruit.

5.6. Protection of the intellectual property The trademark registration is the responsibility of the direction of distinctive signs of INDECOPI.

Should be determined specifically what are the products, services or activities that you want to

register, as well as the class or classes to which they belong (Niza Classification). In this case our

company Agroinversiones MAFE S.A will be registered under the class 31 of the Niza

Classification.

37

CHAPTER VI: PLAN OF OPERATIONS

AND PRODUCTION

38

6.1 Supply Chain

6.2. Regulatory and legally aspects Our dehydrated golden berry product has the phytosanitary certificate from the

National Service of Agrarian Health (Senasa)

For export to the United States we have an authorization approved by the Food and

Drug Administration (FDA).

Requirements:

Check the quality of inputs before starting the development.

Standardize processes in order to obtain optimum quality and uniform in all

products.

Check the cleanliness and non-contamination of the containers before they are

filled.

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Develop a system of strict quality control, standards, weights and measures for

inputs and most important products.

Our product must be labeled correctly, indicating ingredients, health registration,

date of manufacture and expiry date of the product.

6.3 Institutional Framework Of The Golden Berry Sector

REFERENCE FRAMEWORK:

-Theoretical Framework:

The golden berry is plant that was described by Linnaeus in 1753. This shrub has

been cultivated for many decades along the American Andes. It is an erect, perennial

herbaceous silver tropics and in temperate zones canceled.

Our Peru is a privileged country with a huge variety of natural products. For one

example: a tiny fruit from the mountains of our country, a food very similar to a

small tomato appearance, but unlike this remains encased in gold leaf, and having

fear of being discovered.

Its a natural energetic food ideal for children, athletes and students, for its high

content of provitamin A and vitamin C, it also has some of the vitamin B complex

The golden berry acts as a potent antioxidant preventing cell aging and the onset of

cancer, promotes healing of wounds and fights some allergies such as asthma.

6.4 Tariff Preferences

Due to the free trade agreement signed with the US, the product is not subject to tariffs or

taxes, subject only to the rules of cash flow issued to SUNAT.

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CHAPTER VII: EXPORT MANAGMENT

41

7.1 Condition Of The Sale Of Cargo Send in a container of 20 feet.

The presentation of the product is in a bag '' A '' of 10 x 10 cm.

Freight is $ 1300.

The presentations will be grouped in boxes '' B '' of 30 x 30 x 40 cm on the basis in this

box, 12 units of the product in bags '' A '' with a total of 36 bags '' A '' for each box B.

42

Given the following data:

T

h

e

T

The conclusion is that in a 20 feet container will be a capacity of 960 boxes B.

Each bag '' A '' costs $ 5.

960 x $ 5 = $ 4,800 it cost to export a container of 20 feet.

7.2 Means of payment

7.3 Documentary Manage Invoice.

Proforma.

International sales contract.

Commercial Invoice.

Packing List.

GREAT TRUST EXPORTER

1. CONSIGNMENT / OPEN ACCOUNT

(O / A)

2. CASH AGAINST DOCUMENTS (CAD)

3. DIRECT COLLECTION

LITTLE TRUST EXPORTER

1. DOCUMENTARY COLLECTION

(WITH OR WITHOUT BANK

GUARANTEE)

2. LETTER OF CREDIT (ADVISED OR

CONFIRMED)

3. PREPAYMENT

43

Shipping documents Transport:

Shipping instructions.

Letter of responsibility.

Space reservation (Booking).

Notice of Arrival.

Bill of lading (Bill of Lading - B / L).

Charter Porte.

7.4 Physical Distribution International Chain

The dimensions and capacity of the cardboard boxes depends on the presentation. The boxes

measures are (40cm x 30cm x 40cm) and each box has 100 bag units of dehydrated Golden

berry. The process involves packed, labeling and labeled with the expiration date. Once the

goods have been put into the boxes, the next step will be use stretch film for all the boxes and

transport the final goods to the warehouse waiting to be exported.

Each box has:

- Principal Brand

- Name and address of our exporting company and

consignee

- Port of charge and discharge

- Order Number

- Gross or Net Weight

- Handling instructions

- Signaling stowage

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LABELED

It has relation with the packed and subject to international standards. The elements respected

with the brand, were defined by the International Cargo Handling Coordination Association

STANDARD BRANDS OR

PRINCIPALS:

INFORMATIVE BRANDS OR

ADDITIONAL:

Name and address of the

consignee

Number of each package in a

batch.

Reference number Gross or Net Weight

dimensions.

Port or airport, country of

discharge

Port or airport, country of

charge, vehicle and content.

Some of the pictograms used in the boxes for the correct transport:

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HOW CAN WE ADD VALUE TO OUR CUSTOMER ABROAD:

46

CHAPTER VIII. FINANCIAL PLAN

47

8.1 Exchange Rates As A Risk Which Has Been Evaluated

We have considered a drastic exchange rate according to the evolution of the same in a

problematic state. It has been considered S/.3.17 until September of 2015 and from October to

the future months has been considered an exchange rate of S/.2.80. So, there should be a

contingence plan to reduce the risk of the exchange rate with forward operations, the one

which will be carry out with the Bank of Credit, to reduce the risk of this variable.

This definitions and projections for this scenario are focused in the variation of the sales, thats

the reason why the other factors of cost still being the same without any change.

This analysis is related with the factors that have been studied along the research of this

project, the risk in the proposed scenarios such as optimistic and pessimistic.

PESSIMISTIC SCENARIOS:

Its expected that sales descend in 20% along a period of 4 months, which will generate a

reduce of the raw material cost or inputs, variation in the variable costs but the fixed cost still

being the same.

OPTIMISTIC SCENARIO:

According to what has been evaluated, its expected an increase of 20% of the beginning

balance, which allows the utilities will be better in this scenario, and accomplishing with the

payment of taxes and the debt.

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8.2 Acquisition Of Materials Or Inputs For The Production

RAW MATERIAL

The production of dehydrated Golden berry form

organic origin will be acquired from Cajamarca

suppliers, considering the different problem

scenarios in this city.

The cost will be approximately S/.1.50 per KG.

CONTAINERS

The supplier of bags is the company TRULPA which provides us with this kind of

packages at an approximately S/.0.35 each bag.

PACKAGE

The cardboard boxes (40cm x 30cm x 40cm), have a capacity for 100 units, the offered

cost is S/.4.00 per the box and package, being the unit cost S/.0.04. The labels has a

costs of S/.0.4

Documents

Exportación de aguaymanto o Golden berry