UNIVERSIDAD RICARDO PALMA

FACULTAD DE CIENCIAS ECONOMICAS Y EMPRESARIALES

ESCUELA ACADEMICO PROFESIONAL DE ADMINISTRACION DE
NEGOCIOS GLOBALES

PROYECTOS DE INVERSION Y FORMULACION

Export of Earrings of silver to the United States

TEACHER:
FERNANDO LARIOS MEOO
MEMBERS:
Canales , Michael
Rios Flores, Katherine
Valenzuela Bazn, Danitza

2015
1

INDICE

Contenido
............................................................................................................................ 1
INDICE................................................................................................................. 2
INTRODUCCION................................................................................................... 4
EXECUTIVE SUMMARY......................................................................................... 5
CHAPTER I BUSINESS PROJECT PROFILE............................................................7
STATEMENT OF OPPORTUNITY:........................................................................7
THE GOALS...................................................................................................... 7
ECONOMIC ENVIRONMENT............................................................................... 8
SOCIAL - CULTURAL ENVIRONMENT.................................................................8
BUSINESS PROFILE JEWELERY OF SILVER.......................................................8
CHAPTER II: DESCRIPTION OF THE PRODUCT......................................................9
DESCRIPTION OF THE PROJECT.......................................................................9
MISSION, VISION, VALUES AND OBJECTIVES..................................................10
VALUES.......................................................................................................... 10
OBJECTIVES................................................................................................... 10
CHAPTER III : MARKET STUDY............................................................................ 11
DEMAND......................................................................................................... 11
MAIN EXPORT MARKETS.-.............................................................................. 13
IDENTIFICATION OF THE TARGET MARKET:.....................................................13
SUPPLY............................................................................................................. 15
CAPITAL INVESTMENT.................................................................................... 15
PROJECTION.................................................................................................. 16
CHAPTER IV: BUSINESS PROJECT PROCESSES.................................................17
PROJECT INITIATION...................................................................................... 17
OPERATIVE PROCESS.................................................................................... 17

Casting :................................................................................................ 18
2

Annealing:............................................................................................. 19

Bleaching:............................................................................................. 19

Laminate:.............................................................................................. 19

Wire drawing:........................................................................................ 20

Polished:............................................................................................... 21

Shine:................................................................................................... 21

Washing:............................................................................................... 22

Elaboration Procedure of the Design:......................................................22

PACKAGING.................................................................................................... 23
THE PRODUCT................................................................................................ 24
PRODUCT FEATURES..................................................................................... 25
BRAND........................................................................................................... 26
CONTAINER.................................................................................................... 26
FINAL PRODUCT............................................................................................. 26
CHAPTER V : BUSINESS PROJECT PHASES........................................................27
PLANNING...................................................................................................... 27
Risk:............................................................................................................ 27
Generate revenue: To achieve the sale of our earrings.............................................27
KEY RESOURCES........................................................................................... 28
Human resources:........................................................................................ 28
Physical resources....................................................................................... 28
ACTIVITIES..................................................................................................... 28
CONCLUSIONS................................................................................................... 29
BIBLIOGRAFA.................................................................................................... 30

INTRODUCCION

Export this plan called DKM Jewels" aims to market the United States
- New York. For it is one of the countries with the highest demand for
jewelry. This export project Silver earrings, are prepared from fine silver
with exclusive designs for the foreign market, which is the development
of different stages to determine the commercial viability of the project.
In addition, the Free Treatment Agreement with the US, provides small
and medium enterprises related to the business of exports, such as
ours, a number of competitive advantages that allow us to excel in
such a market segment and differentiated as it is the export of
handicrafts in general and further fine silver jewelry.
The silver is the second precious metal that had participation with a
31% in 2014 this participation includes all the companies that imported
jewelry. The most popular pieces made by gold or silver that are of
different models earrings for women, these accessories correspond the
30% of the consumption that has EEUU.
Job performance is to evaluate its profitability, feasibility, viability and
sustainability, with foundations based on strategies, studies and
calculations that allow showing the trade dispute between the company
and others engaged in the same category.

EXECUTIVE SUMMARY
This present Project of exportation have how to objective market of United States
because it is one of the countries with the highest demand for jewelry. This export
project Silver Earrings, is made for "DKM - SAC" Company dedicated to the
production and marketing of earrings for women, these earrings will be made
based on silver with rhinestones and designs for the market Foreign. This export
project contains the methodological framework, consistency and research
methodology. Analysis of export potential, which describes the main strengths,
weaknesses, opportunities and threats of the business, is conducted.

The brand of jewelry of the earrings to be exported is DKM- SAC

We exporting in the Incoterm EXW since it will be our first export also help

to parts of jewelry that are included in our fixed cost .

We will simulate our demand and supply and will be:

Equation of demand
100 -1.333 (p)

Our cost per

jewelry will be

Equation of supply
100 +1.333 (p)
Point of equilibrium
between qd and qs is
66.660758 Soles
EXW price $
149.50

We will put the 70% of the investment and the 30 that lack the bankroll through
the cok.
We will analyze various scenarios in which the company can be wrapped, as
the market changes are constant. We will make an assumption of the
performance of the company
We will analyze various projects seeing which of them it is more convenient.
5

In our cash flow, we see:

S/. 5,334,285.44
S/.

va

7,592,545.78

van
S/. 177,811,438.28 vf
148%

Irr
Period return year
1. Cost of capital E(ri)=0.05+0.18(0.82)-0.05)=18.86 % cost
capital
2. Weight average cost of capital(wacc)= c/d*rs+D/c *rd(1-t)=
0.4224 the leverage is

57% that mean the level of debt of

de company.

CHAPTER I
BUSINESS PROJECT PROFILE

Business Project title: Export of earrings of silver to the United States

Target Start Date: 05/04/2016
Target End Date: 05/04/2017
Project length (years, months): 1 Year

STATEMENT OF OPPORTUNITY:
Exist many shops selling jewelry in America but The Peruvian jewelry is in high
demand in the US because is known for its quality, most people seek originals
models and creative , is for this that " DKM " company offer a variety of models
originals designed according to tastes of the women.
The earrings that makes DKM are jewelry with excellent finish, unique and elegant
design, the products are submit in padded boxes. DKM is a company that offers a
serious and reliable service, which guarantees the quality and authenticity of the
silver.
Our customers are women between 20 and 58 years that consider that jewelry is a
complement that not should lack in an outfit. These women usually have the
resources to buy different types of jewelry.
These women often tend to buy jewelry for themselves and for gifts. The main
destination of Peruvian exports, the "Sterling Silver" sector is the US market - New
York. The country imports 79% of total national production of "Silver Jewelry".
There is growing demand according to SIICEX.

THE GOALS
General Objectives:
Analyze the target market that is United States to justify commercial viability,
technical and economic and for this form, we will know the return on investment in
export project of "Earrings of Silver

Specific Objectives:
-

We Conduct market research to determine the market target and analyze

marketing product to the US market.

We Assess the economic and financial plan, to demonstrate the profitability

of the project.

ECONOMIC ENVIRONMENT
We expect that the segment of jewelry can will grow a rate of approximately 1.5%
per year. Economically active women are the main consumers of silver jewelry.
Each US citizen consumes an average of $ 25 a year in jewelry, of which US $ 16
are imported jewelry.

SOCIAL - CULTURAL ENVIRONMENT

The earrings of silver are the most popular products followed by elaborate gold
jewelry. Jewelry is the second most popular gift in the US for special dates.
Women are the main consumers of these items since they account for 60% of
demand. In this country, it is important to take little loyalty that exists in brands to
provide good quality product and design.

BUSINESS PROFILE JEWELERY OF SILVER

-

Product Name :
Earrings of silver
Tariff Classification:

Tariff code:
7113110000 ART. of silver sterling silver 0,925 (SIICEX, 2015)
- Jewelry Industry:
For the jewelry industry, Peruvian products have a preferential tariff of 0%, while
products from Thailand and China are assigned with 1.7% and 8.3% respectively.

CHAPTER II: DESCRIPTION OF THE PRODUCT

The earrings are made from silver; these have a variety of designs and are made
with high standards of quality in the processes.

DESCRIPTION OF THE PROJECT

Our business consists basicallyof four sequential processes to obtain the sale of
the earrings.

To export

Packing

Design

Production

DKM is a company is dedicated to manufacturing and sale earrings made of

silver, the export market is the US, our target audiences are women 20-45 years
old, and men as will be our secondary audience, thinking that they will buy to
gifting.

MISSION, VISION, VALUES AND OBJECTIVES

Mission

 Through the quality in our processes, good service and offer new designs to each
preferences, we look to give a new way of trendsetting.

Vision
DKM will be recognized is the global market as a potential competitor in the
silversmiths market

VALUES
Quality: We look our customers as special people, if they mean this for our, we give
products with a high quality standard.

Commitment: That is important to do the best of our for a better experience of

the customers.
Productivity: That implies for the grow of our company, if we work more
effectively obviously we grow and give to our clients something special, quality
trendsetter.

OBJECTIVES
Provide trend in union of high quality
Get a market in the US. and be a potential competitor
Being a leader in the market, providing quality products and deliver them on
time.
Reduce costs in the production process for enter the market with
competitive prices, offer high quality with a low price and obtain profits

CHAPTER III : MARKET STUDY

DEMAND
Peru has great performance in the mining industry, particularly related to precious
metals. Peru is the largest producer of silver worldwide, who should facilitate the
supply of raw materials. The free trade agreement (FTA) with the United States
facilitates sell our products to a market with purchasing power 100 times greater
than the Peruvian.
The 925 Silver Earrings set with semi-precious and / or natural stones. Piece
handmade polished finish, which will have an average weight of 8.23 grams, will be
our main export product.
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Business Opportunity United States has increased its import silver jewelry from
Peru during the years 2003 to the present; this leads us to conclude that a potential
plaintiff jewelry market exists. Fashion is an important factor among consumers
with medium and high income; they seek exclusive products with high quality.
According to the Ministry of Foreign Trade and Tourism of Peru (MINCETUR), US
is the country that Peru exports most of its production amount in jewelry. According
to The Silver Institute2 and PromPeru, the US is the largest consumer of jewelry
worldwide. Peruvian exports to the United States in heading 711311 silver jewelry
grew recent years.

(http://www.mincetur.gob.pe/, 2013)

(http://www.legiscomex.com, 2004)Jewelry is the second most popular gift in the

U.S. for special dates. Women are the main consumers of since these items
account for 60% of demand. In this country is important to use the little loyalty
exists in the brands to provide good quality product and design. US Import
approximately US $ 8.800 million in jewelry. Every American citizen consumes on
average $ 26 a year in jewelry, of which US $ 18 are imported.
The consumption of jewelry design follows a pattern similar to luxury goods. While
the lower end of this resents sector economic uncertainty, the higher range
presents a stable behavior. Top 10 destination markets concentrate 98% of total
exports; the main target market States, which accounts for over 80%.
The US consumer takes between 3 and 5 jewelry purchases annually. Among the
factors that most affect purchases are:
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Quality

Honesty seller

Service

The reputation of the shop

(http://www.siicex.gob.pdf, 2015)

MAIN EXPORT MARKETS.United States, France, Germany, United Kingdom, Ecuador, Colombia, Bolivia,
Italy, Spain

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IDENTIFICATION OF THE TARGET MARKET:

Market Profile:

Country: USA

City: New Jersey

Population: 8,938 millions

GDP per capita: $ 49,430

GDP: 16,77 billons USD

Nueva York es el rea metropolitana ms poblada, representa el 43% de la

poblacin de Estados Unidos, New york es la ciudad ms densamente poblada se
puede decir tambin que es la ciudad ms multicultural del mundo, debido a la 20
poblacin tan heterognea que presenta.
Perfil del mercado consumidor Teniendo en cuenta los datos de oferta y demanda
mundial de Joyera de plata, se concluye que el mercado de este producto es New
York pues alberga a las 8,938 mujeres de toda su poblacin

(http://www.actiweb.es, 2012)

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SUPPLY
CAPITAL INVESTMENT

14

15

PROJECTION

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CHAPTER IV: BUSINESS PROJECT PROCESSES

PROJECT INITIATION
The project involves the exportation of silver earrings with an added value that are
the models and fantasy precious stones that will have the earrings we have the
knowledge of all process that allows develop a successful business project with the
international standards required for the exportation of this product and finally obtain
our goal that is the profitability of the project.

OPERATIVE PROCESS

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(Produccion, s.f.)

Casting :
Silver is a noble metal; for their characteristics of malleability are, have made it
very popular in the manufacture of jewelry. Pure silver, which usually has a
spheroid shape with different diameters and melted in clay pots (pots), previously
adding the added value that will have the earrings, for example the rhinestones
that are needed to ensure the difference in the finished product is purchased. 950
Silver
Pure Silver: 95%Copper: 7.5%
Once melted the silver the incandescent liquid is carefully poured into a steel mold;
so as the metal cools and a solid silver bar is obtained.
Annealing:
Metals gradually harden while you work to the point of split them. That is why it is
necessary overcooking. This involves heating the material evenly to move back to
be ductile. This requires soften silver with fire, a process known as "annealing a
metal". This involves heating the sheet of silver torch evenly and gradually until it
acquires a bright red color. After the piece to cool can be left at room temperature.

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 Bleaching:
Involves removing oxides and borax immersing the material in a solution of water
and sulfuric acid. Sulfuric acid 10% is used for bleaching and cleaning the flux from
the surface of silver. 100% concentrated acid is very strong for silver and 10%
lower need to use in jewelry.
Laminate:
Once the solid silver bar continues with the process of "laminate"; for which this is
introduced in rolling mills to obtain long metal strip width and thickness required,
progressively reducing the material passing through the mill.

Wire drawing:
It is to progressively reduce the material passing by rows of steel or tungsten. The
rows are pieces with 30 holes or palaces. The palaces may have different profiles;
the most used are the round, square, triangular, half round. During the drawing
process, it will be again annealed material to provide the flexibility to continue to
handle the metal in order to give it the desired shape.

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It is combining two elements by heat and a spot weld. Before welding, sanding with
fine sandpaper to achieve material below a clean piece of traces and micro holes
that could cause the laminator. is smoothed the edges using limes so it is not
totally uniform and rough to piece together the cleanest way, no obstructions that
may impair the finished jewel.
The flux used is borax. The metals to be welded must be clean. Then submerging
each piece in a unit of sulfuric acid, diluted in 10 water whitening units; washed in
clean water.

Polished:
Using the engine grinding or polishing, bristle brushes, cotton wheel and polishing
paste, it begins to finish the piece. This process is repeated on both sides of the
sheet. After finishing the film, polishing each piece is carefully reviewed to see that
there are details that engage and thus achieve a jewel of high quality and finish.

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 Shine:
Once you have finished grinding and washing all designs, we proceed to give
brightness using a special paste, which does not wear metal polishes but only. The
polishing process is similar to jewelry polishing. The only thing different is the type
of dough used. Luster /polished of all areas and sides of each jewelry design to
the final look of the pieces uniform.

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 Washing:
Boil and wash the parts in warm water and detergent to remove grease adhering to
the jewel due to the use of polishing paste

Elaboration Procedure of the Design:

Once selected the concept to what we want to design, using pencil and paper, we
began to draw sketches of the object in our case is the earrings. The sketch does
not have to be perfectly drawn, so called Sketch; only the lines of the idea of what
will elaborate further and facilitate the production process.

PACKAGING
For the exportation of the silver earrings, the company includes the following
process:
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 The packaging materials and packaging for earrings are: bubble bags

compressed air (burbopack), sheets of compressed air bubbles (if necessary,

to avoid knockings and scrapes vibration), in little cardboard boxes, according
to the size of the earrings.

Kits for silver earrings have in their padded and covered with soft fabric for
greater protection Jewel interior, will also be lined with soft fabrics and fluffy that
have different methods to store all kinds of jewelry.
Packaging collected of some companies the process is very simple and the flow
is as follows: The jewels are introduced in plastic Ziploc bags.

Is placed in the bottom sheet "burbopack"on a plastic or cardboard box, on

which, sachets containing jewels, forming a layer settles.
On this sheet of air bubbles "burbopack" is placed, another layer of bags
containing jewelry fits well, until full.
Finally, safe shut and placed within a corrugated box and sealed. In the images,
the process explained appreciated.

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THE
PRODUCT
The jewelry will be earrings based on silver in different design with fancy beads,
the
Talented designers that offer will create jewelry export unique and attractive to
the target customer. During the year, the market launch four different
collections, one for each season, showing the new designs, colors, shapes and
sizes that will mark the fashion trend in the next months.
These new collections will be displayed in a virtual gallery of our website.
The main attribute of the business is have earrings of silver, with Quality and
exclusive designs according to market destination.
Our products will be prepared from Peruvian silver 950:
The preparation process will be fully completed by Peruvian artisans long
tradition in silverwork, and quality inputs and tools.
The finished: with proper filing, sanding and retouching techniques will ensure
that our products reach perfection in its forms; then with the polished, polished
or textured finish, we will give the beauty and characterize each piece in the
collection. Finally, we choose the design and we add the different type of fancy
beads.
Quality control will be carried out in each of the stages of development of
earrings ; similarly at the end of process we verify the quality and we ensure
that the parts are in good condition
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PRODUCT FEATURES
CATEGORY: Industry
MATERIALS: Silver and fancy stones
COLORS: Colors according to trends Americans.
Jewels of silver will be developed according to the trends U.S so the designs will
be unique, will have a different color and will have a type of fancy beads.

BRAND
To export the earrings of silver, DMK Jewelry not only placed the mark if not
also included the phrase "Made in Peru". Our company provided the information
about to the origin and form of conservations of the product. As a company, we
work hard to achieve ISO 9000 certification as well as unique design innovation,
techniques and methods to improve our Silver Jewelry.

CONTAINER
The case of our earrings of silver, the container will be padded and covered with
soft fabric for greater protection Jewel, will also be lined with soft fabric or plush, on
the outside of the case the material is stiffer .

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FINAL PRODUCT

CHAPTER V : BUSINESS PROJECT PHASES

PLANNING
Our aims to have a variety of earrings that the people can choose according to the
preferences of each one.

Risk:
We have the presence of directly competitors as Unique, Esika; they also
sell silver earrings to your customers. In this sense, the differentiation is
essential to succeed. Our factor of differentiation is pricing structure,
costs leadership, policy discounts and offers. (Wikipedia, 2016)
Generate revenue: To achieve the sale of our earrings

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 Direct promotion through the social networks as Facebook principally,

because this is a potential method to announce our products, our
promotion and offer a communication service to resolve any question of
our clients or potential customers.
Another strategy is to give special discounts in special days as a
Mothers day, and the Christmas

KEY RESOURCES
Human resources:
An administrator is capable to manage the business and take decisions in a
better way.
A goldsmith, is capable to do a good works with quality
An assistant, is capable to manage our social network in Facebook

Physical resources
The goldsmith requires a small area into a house to realize your work
as a room, and we require another area to maintain a stocks of the
earrings (the ideal person here, it will be the assistant)
ACTIVITIES
Develop products under a quality standard.
Keep earrings stock in favorable places for not suffer physical
damage

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 Provide silver earrings in various presentations

Have a letter product updated Facebook where our customers see
and choose according to their preferences
The anticipation in sales planning will allow us to have a stock
according to demand on special holidays such as Mother's Day or
Christmas
Providing quality service, fast, reliable and friendly

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CONCLUSIONS

Business is good within the range of risks and possibilities established in the US market,
because even if the price of "silver jewelry" this international price, demand remains the
same seasons and special events rise. Adequate capital and adequate infrastructure we can
become an excellent company with high levels of profitability and contribute to the
economy of the country to build a better future generating a reliable source of employment.

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BIBLIOGRAFA
Interfaceidm. (s.f.). Interfaceidm. Obtenido de
http://interfaceidm.perso.sfr.fr/public_html/mastercal2/JOYERIA_EN_PLATA.pdf
inversiones, O. d. (s.f.). Peru now. Obtenido de
http://www.rree.gob.pe/promocioneconomica/Documents/Estudios_y_Perfiles/Joye
r%C3%ADa/Perfil_de_Mercado_Joyer%C3%ADa_de_Plata_EEUU_2010.pdf
SIICEX. (2015). Obtenido de http://www.siicex.gob.pe/siicex/portal5ES.asp?
_page_=160.00000
Siicex. (s.f.). Siicex. Obtenido de
http://www.siicex.gob.pe/siicex/resources/estudio/912990629radD8102.pdf

Activeweb. (s.f.). Activeweb. Obtenido de http://www.actiweb.es/kaiasjoyas/archivo8.pdf

ciap, A. (s.f.). Asociacion ciap. Obtenido de http://asociacion.ciap.org/article.php?
lang=es&id_article=52
Diaz, E. (s.f.). Academia.edu. Obtenido de
http://www.academia.edu/9605958/proyecto_de_exportaci
%C3%B3n_de_joyeria_de_plata
INSTITUTO CONTINENTAL. (2014). Recuperado el 16 de 05 de 2015, de
http://www.instituto.continental.edu.pe/biblioteca/images/documentos/proyectos/pro
yecto_joyeria_plata.pdf
Perucam. (s.f.). Perucam. Obtenido de http://www.perucam.com/presen/pdf/1.%20Gu
%EDa%20B%E1sica%20de%20Dise%F1o%20y%20Joyer%EDa.pdf
http://www.actiweb.es. (2012). Obtenido de actiweb:
http://www.actiweb.es/kaiasjoyas/archivo8.pdf
http://www.legiscomex.com. (junio de 2004). Obtenido de
http://www.legiscomex.com/bancomedios/documentos
%20pdf/joyeriaeeuupart3.pdf
http://www.mincetur.gob.pe/. (abril de 2013). Obtenido de mincetur:
http://www.mincetur.gob.pe/

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http://www.mincetur.gob.pe/. (abril de 2013). Obtenido de mincetur:

http://www.mincetur.gob.pe/
http://www.siicex.gob.pdf. (diciembre de 2015). Obtenido de siicex:
http://www.siicex.gob.pe/siicex/resources/fichaproducto/104pdf2014Jul23
.pdf

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