Citas bibligráficas
Ortiz, J., Vargas, C., Rodríguez, E., Calderón, C. (2017). Planeamiento estratégico de la industria del arándano peruano [Pontificia Universidad Católica del Perú]. http://hdl.handle.net/20.500.12404/9673
Ortiz, J., Vargas, C., Rodríguez, E., Calderón, C. Planeamiento estratégico de la industria del arándano peruano []. PE: Pontificia Universidad Católica del Perú; 2017. http://hdl.handle.net/20.500.12404/9673
@mastersthesis{sunedu/2663880,
title = "Planeamiento estratégico de la industria del arándano peruano",
author = "Calderón Apaéstegui, Christian Oswaldo",
publisher = "Pontificia Universidad Católica del Perú",
year = "2017"
}
The present thesis includes the development of a strategic plan for the Peruvian Blueberry Industry, as a product with great productive potential, that will allow to diversify the commercial proposal towards the international market. This strategic plan is proposed with a projection of ten years, which will allow to know better the current situation and the actions to be taken to be one of the leading countries in the supply of cranberry in the world. The challenge of this research work is to analyze, identify and propose a strategic plan to maximize the potential of Peru to become one of the first blueberry producers in the world. Throughout the development of this strategic planning will be explained the internal and external potentialities of the Peruvian agricultural environment, in relation to the production and commercialization of blueberry; as well as the long-term objectives that will allow Peru to be one of the first producers: (a) increase exports to US $ 600 million, (b) generate 200,000 jobs, and (c) increase net profitability to 35% ; This is also the case in the year 2027. Strategies have also been designed to achieve these objectives and are evaluated with different matrices, allowing the definition of retained strategies that are intensive, diversified or integrated, such as: (a) developing the internal market of blueberry; (b) developing markets in the United States, the Netherlands and the United Kingdom; (c) penetrate the markets of Spain and Germany; (d) horizontal integration of blueberry producers into an industry-wide association; and (f) develop new products derived from blueberry; among others. The future of the Peruvian Cranberry Industry is promising, with a growing increase in cultivated areas, sustained improvement of the production process, integration of the productive chain, high yield per hectare and profitability, all in a sustainable way with the environment
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