Oportunidad de negocio en el mercado Estados Unidos para exportación de ponchos chalanes a través de un e-commerce de la Artesanía Señor de los Milagros San Miguel Cajamarca 2016

Abstract

RESUMEN El poncho chalán, es un tejido artesanal a kallua, de la Provincia de San Miguel, Cajamarca, comercializado en ferias regionales, nacionales e internacionales, utilizado como vestimenta del chalán de caballo de paso y el bailarín de la marinera peruana en diversos concursos; como producto artesanal cumple con características de valor agregado: cultura, tradicional y mano de obra de artesanas y herramientas rústicas de la zona sin tecnología moderna e identidad de su pueblo como actividad productiva y económica. Es un producto altamente deseado en países en donde existen aficionados de caballos de paso y marinera como arte; a la actualidad muestran una demanda insatisfecha, y tendencia de crecimiento en su consumo. Este estudio consta de 5 capítulos y tiene como objetivo, determinar en qué medida el mercado de Estados Unidos constituye una oportunidad de negocios para incentivar la exportación del ponchos chalán, en el periodo 2016 -2020. Basándose en la hipótesis, que el mercado estadounidense constituye en gran medida una oportunidad de negocio para este producto. Esta investigación por su finalidad es básica, por su alcance es causal y por su constatación de hipótesis es una investigación no experimental longitudinal. Los autores hicieron uso de fuentes primarias como entrevistas a las artesanas expertas en la producción y comercialización del producto, visita a la artesanía Señor de los Milagros, ubicada en la Provincia de San Miguel, Cajamarca. Asimismo, recurrimos a fuentes de información secundaria, como informes estadísticos, estudios de mercado, entre otros. El Perú cuenta con excelentes artesanos creativos, con alto potencial artístico y actitud emprendedora para la producción del producto, estando en la capacidad de confeccionar y producir todo el año, con altos márgenes de rentabilidad, a pesar de ello, este producto no cuenta con promoción de marketing. Para dicha problemática, los autores proponen un comercio electrónico, para la exportación del poncho chalán a Estados Unidos, donde se expone y se muestra una lista de catálogo del producto. La principal conclusión es que, el Perú no cuenta con una oferta exportable del poncho chalán, desestimando cualquier mercado nacional e internacional como una oportunidad de negocio para la artesanía Señor de los Milagros. No obstante, si su producción del poncho chalán aumentara y consolidara una oferta exportable, el mercado Estadounidense sería un excelente destino para las exportaciones, convirtiéndose inmediatamente en una gran oportunidad de negocio. PALABRAS CLAVE: oportunidad de negocio, exportaciones, artesanía textil, e-commerce.

ABSTRACT Chalán poncho is a handmade woven kallua, of the Province of San Miguel, Cajamarca, marketed in regional, national and international fairs, used as attire step chalán horse and dancer of Peruvian seafood in various competitions; as an artisan product meets value-added features: culture, traditional and labor tools of artisans and rustic area without modern technology and identity of its people as productive and economic activity. It is a highly desired in countries where there are fans horses and fishing as art product; to present show an unmet demand and growth trend in consumption. This study consists of five chapters and aims to determine to what extent the US market is a business opportunity to encourage the export of ponchos chalán in the period 2016 -2021. Based on the hypothesis that the US market is largely a business opportunity for this product. This research purpose is basic, its scope is causal and its finding hypothesis is a longitudinal experimental investigation. The author made use of primary sources such as interviews with skilled artisans in the production and marketing of the product, visit the craft Lord of Miracles, located in the Province of San Miguel, Cajamarca. He also drew on secondary sources of information, such as statistical reports, market research, among others. Peru has excellent creative artisans, with high artistic potential and entrepreneurial attitude to the production of the product, being in the ability to make and produce all year, with high profit margins, nevertheless, this product does not have promotion of marketing. For this problem, the author proposes an e-commerce for export poncho chalán the United States, where it is exposed and a list of product catalog is shown. The main conclusion is that Peru does not have an exportable supply chalán poncho, dismissing any national and international market as a business opportunity for the craft Lord of Miracles. However, if your poncho chalán production increase and consolidate an exportable supply, the US market would be an excellent destination for exports, immediately becoming a huge business opportunity. Chalán poncho is a handmade woven callua, of the Province of San Miguel, Cajamarca, marketed in regional, national and international fairs, used as attire step chalán horse and dancer of Peruvian seafood in various competitions; as an artisan product meets value-added features: culture, traditional and labor tools of artisans and rustic area without modern technology and identity of its people as productive and economic activity. It is a highly desired in countries where there are fans horses and fishing as art product; to present show an unmet demand and growth trend in consumption. This study consists of five chapters and aims to determine to what extent the US market is a business opportunity to encourage the export of ponchos chalán in the period 2016 -2021. Based on the hypothesis that the US market is largely a business opportunity for this product. This research purpose is basic, its scope is causal and its finding hypothesis is a longitudinal experimental investigation. The author made use of primary sources such as interviews with skilled artisans in the production and marketing of the product, visit the craft Lord of Miracles, located in the Province of San Miguel, Cajamarca. He also drew on secondary sources of information, such as statistical reports, market research, among others. Peru has excellent creative artisans, with high artistic potential and entrepreneurial attitude to the production of the product, being in the ability to make and produce all year, with high profit margins, nevertheless, this product does not have promotion of marketing. For this problem, the author proposes an e-commerce for export poncho chalán the United States, where it is exposed and a list of product catalog is shown. The main conclusion is that Peru does not have an exportable supply chalán poncho, dismissing any national and international market as a business opportunity for the craft Lord of Miracles. However, if your poncho chalán production increase and consolidate an exportable supply, the US market would be an excellent destination for exports, immediately becoming a huge business opportunity. KEYWORDS: business opportunity, exports, textile crafts, e- commerce.