“Año del Bicentenario del Perú: 200 años de Independencia”

FACULTAD DE NEGOCIOS
CARRERA DE ADMINISTRACIÓN Y NEGOCIOS INTERNACIONALES

EXAMEN T1
PRESENTACION DE INFORME SOBRE IDEA DE NEGOCIO EN INGLÉS

Autor(es):
1. Alfredo Jesús Flores Rafael - N00166938
2. Flor Fátima Corcuera Murrieta - N00185304
3. Manuel Jesús Castillo Santiago - N00229907
4. Mayra Victoria García Sandoval - N00085490

Curso:
BUSINESS TRENDS

Profesor:
DEISY GIOVANNA SALDAÑA RODRIGUEZ

TRUJILLO – PERÚ
2021
 IDEA OF PERUAN PISCO BUSINESS

Introduction
Pisco is a drink native to Peru known as brandy since it is currently very controversial
because Peru and Chile dispute it because of its origin. The growing domestic and external
demand for Peruvian brandy has increased the number of producers on the Peruvian coast,
reaching today to have more than 375 formal producers of pisco, with which in the last three
years’ sales volumes have increased, according to (Andina, Agencia, 2019), the production
of pisco in our country, grew 12. 8% in 2018, compared to the figure recorded in 2017,
totaling 69 million liters.

Our product, the pisco with the name “PISQU”, which was strategically chosen to position
our brand in the target audience and abroad. It will have a personalized presentation, a
quality and certified product, aimed at different market segments such as A, B and C. We
will focus that our product is aimed at personal consumption, gourmet, hotels, restaurants
and export.

Mission:
Deliver a flagship product in a different way, with flavors of the mountains and jungle coast,
of the highest quality.

Vision:
To be the leading company in the domestic alcoholic market and to have spread our flavor
internationally
Value proposal:
Pisqu offers you a drink of maximum purity, thanks to the exclusive double distillation
process at source. Also, by using only Uva Quebranta we guarantee an unparalleled taste
and aroma. Finally, the aguaymanto, fruit of the flag of Peru gives it a golden color like the
sun of our land.
Demographic segmentation:

 Over 18 years of age

 ocio-economic: Sectors A, B and C
 Geographical: Specific districts of metropolitan Lima

Business Segment:
In this case we would start by being SMEs (Small and Medium Enterprises) which means
that we will only have a workforce of no more than 9 employees in total and a moderate
turnover. We will direct the management of the company ourselves.

How many SMEs are there in Peru 2020 INEI?

As of September 30, 2020, the number of active companies registered in the Central
Directory of Companies and Establishments amounted to 2,701,66 companies, a 0. 1%
increase compared to the same period in 2019.

PRODUCT INFORMATION:
Pisco exports totaled US$6. 8 million in 2019, recording an increase of 18% over the
previous year, according to the Adex Pisco Committee.

 The United States was the main destination for Peruvian beverage, and
accounted for 46. 1% of exports, equivalent to US$3,161,000.
Spain, the Netherlands, France, Ecuador and Colombia are other major
markets where pisco is traded from a total of 46 countries to which it is
exported.
Other destinations of the flag drink were Italy, United Kingdom, Germany, Chile,
Brazil, Canada and Japan.
 According to adex, the number of fish companies that exported during the past
year was 51 among which are the brands Queirolo, Ocucaje, Tacama,
Tabernero and La Caravedo. To date, 70 countries from four continents
recognize that pisco is of Peruvian origin, according to Indecopi.
Which countries produce pisco:

 Pisco is the name of a grape brandy currently produced in Chile and Peru,
made mainly by distilling the grape product, such as brandy and cognac, but
without the prolonged aging in wooden barrels.

TRADE PERU

PRINCIPALES EMPRESAS EXPORTADORAS PRINCIPALES MERCADOS

%Var FOB-20
%Part. %Var %Part.
Empresa 20- Mercado (miles
20 20-19 20
19 US$)
DESTILERIA LA Estados Unidos -46% 41% 1,724.84
-40% 17%
CARAVEDO S.R.L
España -53% 9% 363.50
VIÑA TACAMA S.A. -19% 13%
Francia -19% 7% 312.81
BODEGA SAN ISIDRO
-56% 12% Países Bajos -53% 6% 256.32
S.R.L.
SANTIAGO QUEIROLO Chile 95% 5% 209.08
13% 11%
S.A.C. Alemania 22% 3% 138.74
BODEGAS Y VIÑEDOS Reino Unido -11% 3% 135.90
-53% 8%
TABERNERO S.A.C.
Suiza 267% 3% 123.43
MACCHU PISCO S.A.C. -33% 6%
Bélgica 219% 3% 123.10
BODEGA SAN NICOLAS
-61% 6% Otros Paises
SOCIEDAD ANONIMA -- 19% 798.01
(23)
DESTILERIA NACIONAL
-41% 4% Fuente: SUNAT
S.R.L.
BODEGAS DON LUIS
-42% 3%
SOCIEDAD ANONIMA...
Otras Empresas (35) -- 14%
Fuente: SUNAT (Referente a la partida seleccionada)

PRECIOS FOB REFERENCIALES EN KILOGRAMOS (US$ / KGR)

2020 2019
DI NO OC SE AG JU JU MA AB MA FE EN DI NO OC SE AG JU JU MA AB MA FE EN
C V T P O L N Y R R B E C V T P O L N Y R R B E
K 4.7 4.9 5.3 5.5 4.6 5.6 4.1 3.0 5.7 5.4 4.9 5.3 6.5 6.4 5.6 5.3 5.9 5.4 4.6 5.1 4.5 5.0 5.5 5.1
G 2 2 9 0 5 1 7 2 2 2 7 8 8 8 7 7 1 5 9 2 5 8 3 6
Fuente: SUNAT

ARANCELES PREFERENCIALES

CÓDIGO ARMONIZADO
220820 AGUARDIENTE DE VINO O DE ORUJO DE UVAS
APC PERU-EEUU (Cronograma EEUU)

Harmonized Tariff Schedule of the United States - US HTS (SA 2002)

Arancel
Preferencial
Subpartida Descripción
Ad valorem
(%)
0.00
22082010 Pisco and singani
%
Grape brandy, excluding pisco and singani, in containers not over 4 0.00
22082020
liters, not over $2.38/liter %
Grape brandy, excluding pisco and singani, in containers not over 4 0.00
22082030
liters, valued over $2.38 to $3.43/liter %
Grape brandy, excluding pisco and singani, in containers not over 4 0.00
22082040
liters, valued over $3.43/liter %
Grape brandy, excluding pisco and singani, in containers over 4 0.00
22082050
liters, not over $2.38/liter %
Grape brandy, excluding pisco and singani, in containers over 4 0.00
22082060
liters, over $2.38/liter %

The United States officially approved 193 labels corresponding to 54 brands of Peru’s flag
drink, pisco, registered with the Alcohol and Tobacco Tax and Trade Bureau (TTB) of the
Treasury Department, the National Chamber of Commerce, Production and Services (Peru
chambers) reported today.

He added that in class 588, of fish and similar spirits, Chile has only 14 labels corresponding
to nine brands. The TTB approves labels for each brand, type of pisco and bottle size.

According to the Peruvian technical standard, there are three types of pisco: the pure, which
is obtained exclusively from a single variety of peas grapes; the green must, which is
obtained from the distillation of fresh must from peas grapes with interrupted fermentation;
and the acholado, which is the result of the mixing of the different varieties of peas grapes.
One of the two largest food and beverage chains in the United States, Trader Joe’s,
managed to register a “label for pisco of Peruvian origin” in December 2010, which means
that the pisco it sells under its private label has been made in Peru.
Among the Peruvian pisco brands that have US-approved labels are Santiago Queirolo,
Pisco Vargas, Montesierpe, Soldeica, Finca Rotondo, Viejo Tonel, La Botija, Tabernero, El
Sarcay de Azpitia.

Also 100 Perfectly Peruvian, Payet, Inca Gold, Viñas de Oro, Biondi, Huamaní, Hacienda
del Abuelo, Capurro, Barsol, Don César, Ku, Machu and Portón, among others.

Documents to export pisco to the USA:

Export plan
Product Data Sheet International Physical Distribution
Chain of Foreign Trade Operators
Preparation
Weight, volume and unitarisation.
Standard Incoterms ® 2020.
International market access requirements (destination)
Management of customs clearance (export-import)
Management of the Cargo Agency.
Fee of the Cargo Agency
Transport and transit time
Cargo insurance (risks, policies).
Means of payment (banks, correspondent agents, method of payment).
Processing service of our product
 Export prices
Documentation, Certificates and Contracts

Marketing and Sales:

Our sales and advertising will be direct or via social media, digital media, billboards, written
media, participation in various national events, international fairs showing our brand, image
and product.

Size of the market: Our target market is New York City (NYC), United States, according to
the (U. S. Census Bureau, 2018) the number of its population amounts to 8. 4 million people.
This number of inhabitants represents 2. 57% of the total population in the United States,
which amounts to 327,200,000. New York has experienced a decrease of 0. 47% compared
to the same period last year, relative to its population.

Our focus is on Millennials, which is why it’s important to mention that this generation makes
up 25. 3% of NYC’s total population.

Sales forecast: The totality of our target market, according to Table 13, comprises 4,431
people, it should be considered that the year has 52 weeks and that the frequency of
consumption of these people is at least 01 times a week.

In this respect, it is very important to take into account the production capacity
Another point to consider is that our 1st year, being an introduction to the market and with a
progressive growth way, we have decided to have a stake of 1. %. That is why throughout
the market research we have carried out, we apply commercial strategies that allow us to
experience an annual growth of 5%, in our sales.

International Treaties:

Thanks to the Trade Promotion Agreement (TPA), hereinafter referred to as the Free Trade
Agreement (FTA) between Peru and the United States, it was signed on 12 April 2006 and
entered into force on 1 February 2009.

Free trade agreements bring benefits that are not only trade-related, but also positive for the
economy as a whole: they allow for the reduction and in many cases elimination of tariff and
non-tariff barriers to trade; they help to improve the competitiveness of the developing
countries.
Conclusions:

After analyzing the operation of our business, we have decided that the process
will be led by a quality supervisor, who validates compliance with the
procedures and the quality of the product.

 Throughout the completed business plan, we have determined that our project
is economically and financially viable

 It is concluded that the FTA between Peru and the United States has positively
influenced the export of the FOB value of pisco although the quantity exported
in litres has remained unchanged.

 Despite not having an exclusive designation of origin recognized in the United

States, exports of Peruvian pisco have been much more favored than those of
its main competitor (Chile)
REFERENCES:
- http://www.acuerdoscomerciales.gob.pe/En_Vigencia/EEUU/inicio.html
- https://www.siicex.gob.pe/siicex/portal5ES.asp?_page_=172.17100&_portletid_=sfichapr
oductoinit&scriptdo=cc_fp_init&pproducto=%20166%20&pnomproducto=%20Pisco
- https://www.ingenieriaquimica.net/articulos/442-elaboracion-del-pisco
- https://www.gob.pe/279-registro-de-la-micro-y-pequena-empresa-remype