CAPÍTULO II 2. DEFI DEFINI NICIO CION N DEL DEL PLAN PLAN
2.1.Sustentación del Plan de Negocio
A pesar de la crisis crisis en Europa, Europa, la economía economía mundia mundiall crecio 4,6% 4,6% en el 2010, cifra superior al 4,2% previsto unos meses atrás. Esto se explica por la recuperación recuperación más rápida y fuerte de lo que se anticipó, sobre todo en el caso de los países emergentes en la primera mitad del año. Por ejemplo, China, India y Brasil crecieron 11,1%, 8,3%1 y 8,1%, respectivamente.
En el Perú, la recuperación económica mundial se refleja en una mejora de los términos de intercambio y una mayor entrada de flujos de inversión ya que durante el año 2010, la proyección de crecimiento fue de 8,8%. Esto se debe debe a una una recu recupe pera raci ción ón más más rápi rápida da de la prev previs ista ta de la econ econom omía ía internacional, liderada por los países emergentes en los primeros meses del año; y especialmente por el fuerte dinamismo de la demanda interna local en el primer semestre del 2010. Sin embargo, para el año 2011 se mantiene la proyección de crecimiento de la economía peruana de 5%, debido a la incertidumbre respecto del contexto internacional y a la extinción de los factores temporales que impulsaron el crecimiento en el 2010.
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GRAFICO N°1
El Perú en estos últimos años está presentando un continuo crecimiento económico en términos de PBI tal como se muestra en el grafico siguiente.
GRAFICO N° 2
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PRODUCTO BR BRU UTO INTERNO INTERNO (Vari (Variación ación porcentual porcentual real) real) 12.0 10.0 8.0 8.0
9.8 9.8
8.9 8.9 6.8 6.8
8.8 8.8
7.7 7.7
6.0 6.0 4.0 P R C N E O 4.0 T A J 2.0 2.0
0.9 0.9
0.0 0.0 2005 Fuente: Fuent e: BCRP, BCRP, MEF M EF.. Elaboración Elaboraci ónPropia Pr opia..
2006
2007
2008
2009
2010
AÑO
La mayo mayorr part partee de este este elev elevad ado o crec crecim imie ient nto o se debe debe a la acti activi vida dad d econó económi mica ca inte intern rnaa y la dema demand ndaa exte extern rnaa de los los dife difere rent ntes es sect sector ores es productivos del del país.
La economía peruana creció a una tasa de 8,8 por ciento durante 2010, con lo cual se superó el débil ciclo económico del año 2009, que fue afectado por la crisis internacional, internacional, pero pero aún nuestro país país logro un crecimiento crecimiento de dos dígitos. El mayor impulso provino de la demanda interna, que tuvo una expan expansió sión n de 12,8 12,8 porc porcien iento, to, remont remontand ando o la caída caída que regist registró ró el año anterior 1.
El crecimiento económico en el Perú se está dando de manera sustentable y con importantes aumentos en los niveles de inversión. En la última década ha sido uno de los países latinoamericanos que más ha crecido, debido al
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Luego de la incertidumbre generada por la crisis financiera internacional desencadenada en setiembre de 2008, los agentes económicos retomaron en 2010 201 0 los proye proyecto ctoss de inver inversió sión n que que tenía tenían n pendi pendient entes es,, a los cuale cualess se sumaron nuevos planes asociados a las perspectivas perspectivas de la economía peruana. De esta manera, la inversión privada creció 22,1 por ciento durante 2010, retornando a las tasas de crecimiento de dos dígitos que la caracterizaron entre los años 2005 a 20082. GRAFI GRA FICO CO N° 3
INVE NVERS RSIIÓN BRUTA FIJ FIJA PRI PRIVADA (Vari (V ariaciones acionesporcentuales) porcentuales) 23.3
25.9 22.1
20.1 12 6.3
8.1 8. 1
0.2
-4.7
-15.1 2001
2002
2003
2004
2005
2006
2007
2008
2009
2010
Fuente: INEIy INEI y BCRP BCRP
Dentro de los principales sectores que alcanzaron mayor crecimiento, se
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debido a la respuesta positiva que ha tenido el sector frente a la crisis externa y se espera para los siguientes años continúe este crecimiento y se incremente entre cuatro y cinco por ciento anual. Durante el año 2010, se observo un dinamismo importante de los cultivos orientados a la agroindustria y exportación.
GRAFICO N° 4
PRINCIP IPALESP SPRODUCTOSA SAGROPECUARIOSD SDEEXPORTACIONNOTRADICIONAL (Mil illonesdeUS$) Productosmásvendidos
Var.% Promedio anual
2000
2010
148
427
11.2
Uvas frescas
6
180
40.5
Páprika
6
97
32.3
Alcachofas preparadas
1
96
61
Mangos frescos
23
89
14.4
Paltas
2
85
42.3
Pimiento morrón ypiquillo
5
84
33.2
Leche evaporada
3
77
38.4
Alimentos para animales
6
70
28.1
Banano orgánico
0
49
68.7
Conservas de jalapeños yotros
1
47
48.6
Cebollas frescas
6
42
20.6
Cacao
0
35
99.2
Mandarinas frescas
1
35
42.7
Otros
185
776
15.4
TOTAL
393
2189
18.7
Espárragos
Fuente: Fuente:SUNAT Elaborac aboraciión Pro ia.
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En el Grafico N°16, observamos el comportamiento de los principales productos agropecuarios de exportación no tradicionales a lo largo de los años 200-2010 y como ha sido su variación, podemos podemos resaltar resaltar que las Uvas ha sido uno de los más importantes ya que su crecimiento ha sido de 40%.
En el 2010 las exportaciones alcanzaron los US$ 35 565 millones, monto superior en 31,9 por ciento al de 2009.
GRAFICO N° 5
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Los cultivos de exportación son, sin duda, los que han tenido un comportamiento más dinámico,. Es el caso de las exportaciones (sobre todo) no tradicionales que durante el cuarto trimestre de 2010, el sector agropecuario creció 6,6 por ciento, corre correspo spondi ndiend endo o tasas tasas de 5,9 5,9 por por ciento ciento a la produ producci cción ón agríco agrícola la orient orientada ada al mercado interno, principalmente papa, ajo y cebolla; y de 8,9 por ciento a la producción para para la industria industria y la exportación, exportación, en especial de uva y mango mango
En el peri period odo o acum acumul ulad ado o ener enero-d o-dic icie iemb mbre re 2010 2010,, el valo valorr FOB FOB de las las agro agro exportaciones agrarias alcanzó el monto histórico de US$ FOB 3 398,4 millones,
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La participación en conjunto del sector privado y del Estado a través de las invers inversione iones, s, la apertu apertura ra comer comercia ciall y capac capacita itació ción n tecno tecnológ lógica ica,, han perm permiti itido do desar desarrol rollar lar y hacer hacer más más compe competit titivo ivo al agro agro perua peruano no con produ producto ctoss de buena buena calidad, demandados en el mercado internacional.
GRAFICO N° 6
En el Grafico N° 6, observamos el crecimiento del mercado externo en los
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Por su parte, los principales mercados destinos fueron Hong Kong, Estados Unidos, Países Bajos y China.
Sobre el incremento de las hectáreas de cultivo dedicadas a la exportación podemos decir que se incremento en los últimos cinco años en el Perú. Los cultivos que ganaron terreno fueron el espárrago y las uvas cuyo aumento promedio anual estuvo por encima del 10%. Se estima que la superficie con cultivos para la exportación no tradicional, principalmente en la costa, está en alrededor de 100 mil ha3.
GRAFICO N° 7
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Aportaron a la mayor producción de uva las nuevas plantaciones de vid en Piura, Lambayeque y Arequipa, que causaron un incremento de 5,6 por ciento en la superficie en producción en el año 20104. GRAFICO N° 8
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2.2 Actividad Actividad Económica Económica
PERU PERUVI VIAN AN GRAP GRAPES ES S.A. S.A.C, C, es el nom nombr bree de la empre empresa sa que que estará estará avocada a la producción y comercialización de uva de mesa de la variedad Red Globe para las empresas agroexportadoras. La empresa se encuentra situada en el departamento de Piura, cuenta con un Fundo de 10 hectáreas de terreno agrícola para la producción. 2.2.1 Naturaleza del Proyecto de Inversión
Actualmente, Actualmente, El Instituto Nacional de Estadística Estadística e Informática (INEI) (INEI) a través de la Direcci Dirección ón Nacional Nacional de Cuentas Cuentas Nacional Nacionales es cumplie cumpliendo ndo con los objetivos objetivos y atribuciones conferidas por el Decreto Legislativo Nº 604, pone a disposición de las entidade entidadess públicas, públicas, privada privadass y usuarios en general general el document documento o Nacional de Actividades Actividades Económicas Económicas del Perú Perú (ClaNAE-Perú) (ClaNAE-Perú)5. Para este proyecto se le asigna la siguiente nomenclatura: n n o o p o i i s c i c v u r e i G S D
e s a l C
A 01 011 0121
e s a l c b u S
n ó i c p i r c s e D
Clasifica Clasificación ción
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Incrementar Incrementar la producción producción de uva de mesa de la variedad Red Globe para la come comerc rcia iali liza zaci ción ón y expo export rtac ació ión, n, basá basánd ndon onos os en el incr increm emen ento to de la tendencia actual del mercado internacional.
3.1. 3.1.2 2
Obje Ob jeti tivo voss Esp Espec ecíf ífic ico os
Analizar el comportamiento y los hábitos del consumidor en el mercado objetivo en los últimos 4 años.
Se realizará un análisis acerca del crecimiento de la producción de uva de mesa Red Globe en el mercado peruano.
Diagnosticar la situación, de la uva de mesa Red Globe en el Perú en los últimos 5 años y las tendencias en el futuro.
Determinar la viabilidad y rentabilidad del presente proyecto al finalizar la investigación.
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•
A al culminar este proyecto tendremos un diagnostico diagnostico sobre la situación actual de la uva de mesa en el Perú.
CAPÍTULO III ESTUDIO DE MERCADO 3.1 Descripción del entorno del mercado La uva uva de mesa mesa esta esta a camin camino o en conv conver ertir tirse se en otro otro de nues nuestro tross productos bandera de exportación, a juzgar por la presencia de nuevos empres empresari arios os en el Perú Perú que han ingres ingresad ado o a invert invertir ir con fuerza fuerza para para ampliar las aéreas de cultivo en el norte y sur del país, alentados por el crecimiento económico y por la puesta en vigencia de nuevos TLC’S
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GRAFICO N°8 PRINCIPALES ZONAS PRODUCTORAS DE UVA DE MESA
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3.2 Ámbito Ámbito de acció acción n del negocio negocio La empresa productora y comercializadora de uva de mesa “PERUVIAN GRAPES SAC”, se desarrollará en el departamento de Piura, inicialmente en un Fundo de 10 hectáreas de terreno agrícola, con lo cual se pretende abas bastece tecerr a las las gra grande ndes empre mpresa sass agro groexpor xporta tado dora rass del del nort norte e ofreciéndoles un producto de excelente calidad.
3.3
Desscrip De cripcción ión de del bie bien n o nego egocio
La vid es familia de la vitaceae, se originó en la zona ubicada entre el Mar
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AREQUIPA
LAMBAYEQUE
ICA
PIURA
LA LIBERTAD
7,000 6,000 5,000 4,000 3,000 2,000 1,000 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010
La vid es una planta pl anta perenne y posee un periodo vegetativo con cosechas anuales, empezando a producir a partir del tercer año de instalada.
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En la uva podemos encontrar diversas propiedades nutricionales como vitaminas, minerales, antioxidantes, es una fruta especialmente nutritiva y al mismo tiempo cumple con funciones limpiadoras y regeneradoras. Nos aporta minerales esenciales, como potasio, calcio, fósforo y hiero, nutrientes necesarios para el cerebro, el sistema nervioso, los dientes y los los hues huesos os.. Tamb Tambié ién n cont contie iene ne fibra fibra,, que que ayud ayuda a a nues nuestr tro o sist sistem ema a digestivo, y azúcares e hidratos de carbono que constituyen una fuente de energía natural ideal para deportistas, estudiantes o niños en épocas de crecimiento.
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La uva es una fruta sana y nutritiva, cada vez se conocen mejor sus diversos componentes nutricionales, que varían dependiendo de las variedades blancas o negras. También, rejuvenece el cutis, y cura los granos y abscesos, en forma de cataplasmas de pasas de uva6.
3.3.2 Producto La uva Red Globe, es una variedad que proviene del cruzamiento de las
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CAPÍTULO IV ESTUDIO TECNICO
4.
ESTUDIO TÉCNICO
4.1 Tamaño del Negocio, Factores Determinantes .4.1.1 Con relación al Mercado
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ESTUDIO DE LA INVERSIÓN INVERSIÓN Y FINANCIAMIENTO 5.1. Inversión Fija 5.2. Capital de Trabajo
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GERENTE-TITULAR
ADMINISTRADOR
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3. Ejecut Ejecuta a todos todos los actos actos y contrato contratoss acord acordes es con la naturale naturaleza za de su encargo 4. Desarrollo Desarrollo e implemen implementació tación n de nuevo nuevoss proyecto proyectos. s. 5. Mejora Mejora consta constante nte de la logístic logística a para así minimiz minimizar ar tiempos tiempos y
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Administrador
1
Asistente o
2
Practicante
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dete de termi rmina nada da.. Lo Loss ac acci cion onis ista tass no titien enen en de dere rech cho o so sobr bre e lo loss bi bien enes es adquiridos, pero si sobre el capital y utilidades de la misma 7.
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