Analisis De Gloria Essay

2983 words - 12 pages

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FACULTAD DE ADMINISTRACIÓN Y CONTABILIDAD

TRABAJO FINAL

“EXPORTACIÓN DE LECHE GLORIA EVAPORADA A HAITÍ”

Trabajo que como parte del curso GESTIÓN DEL COMERCIO INTERNACIONAL presentan las alumnas:

Lorena Alvarado
Melisa Borda
Melissa Cuadros

Profesor: Juan Carlos Mathews

JUNIO 2009

INDICE

Introducción……………………………………………………………………………….
Acerca de la empresa……………………………………………………………………
Coyuntura de las exportaciones de Leche Evaporada en el Perú…………………
Identificación de la oportunidad comercial y evaluación de mercado en Haití…..
Identificación de la oportunidad comercial e idea de negocios…………..
Evaluación del mercado………………………………………………………
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La empresa ha demostrado tener productos de reconocida calidad, los cuales ha logrado posicionar en diferentes mercados, así también, posee una gran capacidad de distribución, transporte y administración lo cual la mantenido en pie en un mercado altamente competitivo.

La leche evaporada es el producto líder de Gloria, el cual representa un gran porcentaje de las ventas totales de la empresa. En sus distintas presentaciones y marcas, la venta de leche evaporada ha generado 65.8% de los ingresos totales de la empresa en el año 2008[1].

Gloria se ha logrado expandir por países como Bolivia, Puerto Rico, Colombia, Argentina y Ecuador, donde ha realizado su más reciente expansión en 2005 y cuenta con cuatro marcas corporativas: Gloria, Pura Vida, Bella Holandesa y Bonle; y tres marcas pequeñas: Aurora, Pil y El Establo. Utiliza las marcas pequeñas, junto a la marca Bonle, para exportar hacia países del Caribe y de América del Sur productos como: leche y derivados lácteos[2], esto nos muestra que Gloria trabaja lo que es el branding. Actualmente, ocupa el puesto 25 en el ranking de las principales empresas peruanas (PEP), es líder en producción, venta y distribución de productos y derivados lácteos, tales como leche UHT, leche evaporada, quesos y yogurt. La empresa logró estos resultados gracias a sus productos internacionales de alta calidad, precios competitivos, desarrollo de marcas propias y privadas y una política de servicio orientada 100% al cliente[3].

2. Coyuntura de las exportaciones de Leche Evaporada en el Perú.
La industria de producción lechera está integrada verticalmente desde el acopio de la leche y en algunos casos desde la misma obtención hasta el procesamiento en planta. Esta industria se encuentra ubicada principalmente en las cuencas de Lima, Arequipa y Cajamarca[4].
Las exportaciones de Leche Evaporada aumentan año a año, de US$ 34.8 millones del 2005, pasamos a US$ 51.4 millones el 2006 (48% más) y US$ 63.5 millones el 2007 (23% de incremento)[5]. Ver Anexo 01.
Los precios promedio de exportación pasaron de US$ 1.02 el 2006 a US$ 1.27 el 2007 (incremento del 24%) y a los US$ 1.46 el 2008 (15% mayor). Ver Anexo 02.
En el 2008 se ha exportado US$ 86.5 millones, cifra superior en 36% al 2007. Gloria S.A. lidera las exportaciones con US$ 75 millones (86% del total) y le sigue Nestlé Perú con US$ 11.3 millones (14% restante)[6]. Haití es el principal comprador con US$ 31.6 millones (37% del total), le siguen Nigeria US$ 8.5 millones (10%) y Trinidad Tobago con US$ 7.4 millones (9%)[7].

3. Identificación de la oportunidad comercial y evaluación de mercado en Haití.

Identificación de la oportunidad comercial e idea de negocios.
Gloria posee infraestructura y capacidad de planta para abastecer al mercado nacional (80,6% del total de leche industrializada. Fuente: Grupo Gloria S.A.). Esto incentivó a que se decidiera buscar nuevos mercados para la leche. Inicia así su proceso de...

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