Viabilidad económica y estudio de mercado para la apertura de un canal de distribución de confites hacia Perú. Caso Confitería Don Hernán.

Abstract

This study was developed with the objective of analyzing the economic feasibility of opening a distribution channel for confectionery in the Peruvian market. Confitería Don Hernán case. To achieve this, a methodology that included a qualitative approach was used, where interviews were conducted with experts in foreign trade and a documentary analysis was carried out to obtain market intelligence through PEST analysis, Porter's Five Forces and the Peruvian confectionery industry. The results of this study determined that, although Peru presents certain political and economic challenges, there are opportunities for Confitería Don Hernán to expand. The interviews revealed the importance of establishing strategic alliances with local distributors and adapting marketing strategies to the cultural preferences of the Peruvian market. The experts highlighted the need for efficient logistics and a thorough analysis of the competition to ensure success in internationalization. It was concluded that opening a distribution channel in Peru would imply the development of strategies for cultural adaptation and compliance with specific rules and regulations for the new market.