Citas bibligráficas
Ezaine, E., Vera, J. (2015). Estrategias de marca sectorial para el crecimiento de las exportaciones del café peruano en la próxima década [Tesis, Universidad Privada del Norte]. https://hdl.handle.net/11537/10773
Ezaine, E., Vera, J. Estrategias de marca sectorial para el crecimiento de las exportaciones del café peruano en la próxima década [Tesis]. PE: Universidad Privada del Norte; 2015. https://hdl.handle.net/11537/10773
@misc{renati/400897,
title = "Estrategias de marca sectorial para el crecimiento de las exportaciones del café peruano en la próxima década",
author = "Vera Núñez, Jimena Carolina",
publisher = "Universidad Privada del Norte",
year = "2015"
}
The following study called “STRATEGIES OF A SECTORIAL BRAND TO INCREASE EXPORTS OF PERUVIAN COFFEE IN THE NEXT DECADE” has as its main objective gather specific information about the importance of creating a sectorial brand and its influences on the economies of many families whose life depend on the coffee production. In addition, analyze the increase in exports of other countries that applied the same strategies and achieved its position in the international market. For this purpose, we analyzed the advantages of Peru compared to other countries where highlighted the production, the exports, the principal consumers and importers, and the direct competence. Through the application of sectorial brands can define attributes, strategies and messages that alienated to the country brand (Peru Brand), are useful to the positioning on international markets and, due to that, show the world the best of Peru. Many SME (Small and medium enterprises) have few chances to have notoriety of their brands because the amount of inversion is too high for them. It also presents several successful cases in where other countries increase their exports and their domestic demand for their national products because of the creating of sectorial brands, as well as changes in the number of business and the number of tariff headings used for the export of that product. The perfect example is Juan Valdez, in Colombia. Finally, in this study will be developed to have updates market data in which is to enter, in this case Seattle, United States, and make the brand more known to contribute on the increase of Peruvian exports whose represent the 29% of Peruvian coffee export in the last two years in the international market. Thus, the research is also intended as a guide for farmers and investors, which are the ones who achieved position in the target market and take advantage of the benefits of this idea can offer to the SMEs, the regions and the Country.
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