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
Professor
Group
Subject

: D-317
: Bazalar Acosta, Stephany
: 4
: 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

CHAPTER I: DESCRIPTION OF THE

BUSINESS IDEA AND EXPORT
COMPANY

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

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.

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.

CHAPTER II: COMPANY: PRODUCTS

AND SERVICES

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 preColumbian 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.

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

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.

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.

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.

10

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.

11

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.

UNIT COST (US$/kg)

Concept
Golden berry in fram
Maquila - dehydrated Goldenberry
Bags of low density polyethylene
Corrugated cardboard boxes
Direct Costs (US$/kg)
Transport
Finished product warehouse rental
Phone
Manpower (Qualified)
Manpower (Not Qualified)
Broker commission (1.5%)
Indirect Costs (US$/kg)
TOTAL COST (US$/kg)

Unit Price Cantity Total (US$)

kg
0.16
4.6
0.72
kg
1.25
1.0
1.25
Unity
0.04
1.0
0.04
Unity
0.18
1.0
0.18
2.19
km
0.01
61.1
0.52
Unity
0.07
1.0
0.07
Unity
0.1
3.0
0.3
Unity
0.71
1.0
0.71
Unity
0.34
1.0
0.34
Unity
0.19
1.0
0.19
2.13
4.32

12

CHAPTER III: INTERNATIONAL

MARKET RESEARCH

13

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:

14

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.

15

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.

Wholesale
stores
41 Millions

VENTAS
SALES
DE MERMELADAS
OF AGUAYMANTO
JALEAS Y
MIEL
1%
5%
Pharmacies
6,1 Millions

Supermkarte
s, 807,8
Millones

94
%

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.

16

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.

17

3.6 Distribution Channels

1

4
5

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.

18

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

19

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
20

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

21

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:

22

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.
FTA USA-PERU

Equivalent
subheading.
0813.40.90.00

Tariff
Law.
2.5%

Tariff
Preference.
100%

23

2013 tariff
payable.
0%

Observation.
-

CHAPTER IV: MARKETING PLAN

24

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.

25

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: showmanagement@pma.com

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
26

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.

OUR COMPANY NAME

WHOLESALERS

SUPERMARKETS

Final Customer

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.

27

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.

28

CHAPTER V: DESIGN AND

DEVELOPMENT PLANS

29

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.

30

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.

31

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

32

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.
- Compensation: S /. 1,500 monthly
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.
33

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

organization, control.
- Compensation: S /. 2,500 monthly
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.
- Compensation: S /. 1,800 monthly

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.

34

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.

35

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.

36

CHAPTER VI: PLAN OF OPERATIONS

AND PRODUCTION

37

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.
38

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.

39

CHAPTER VII: EXPORT MANAGMENT

40

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.

41

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

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

7.3 Documentary Manage

Invoice.

Proforma.

International sales contract.

Commercial Invoice.

Packing List.

42

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

43

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 Number of each package in a

consignee
batch.
Reference number

Gross
or
dimensions.

Net

Weight

Port or airport, country of Port or airport, country of

discharge
charge, vehicle and content.

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

44

 HOW CAN WE ADD VALUE TO OUR CUSTOMER ABROAD:

45

CHAPTER VIII. FINANCIAL PLAN

46

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

48