Browsing Administración y Negocios Internacionales by Author "Marquina De La Peña, Diana Isabel"
Tropicalización y uso de insumos peruanos por parte de empresas de la industria alimentaria, para asegurar su éxito en el mercadoChacón, Ramón; Marquina De La Peña, Diana Isabel; Ñahui Paitan, Sheyla Katerinne; Zevallos Berrospi, Maria Del Carmen (Universidad Peruana de Ciencias Aplicadas (UPC), 2017-01)The purpose of this paper is to carry out the analysis of different real facts, in order to determine the concept of “Tropicalización” and the use of Peruvian supplies. In addition, “Tropicalización” forms an indispensable factor for the success of companies, corresponding to the food industry, in Metropolitan Lima. From a correct delimitation of the market under study, these potential consumers were carefully analyzed, and taken into consideration as a group of people, whom have power as well as decision of purchase. According to the analysis, it has been proven that these consumers destine their income to the consumption of products, aligned to the cultural traits and characteristics of the environment in which they are developed. After determining which are the most successful companies in the food industry, based on data and statistical results, in terms of the number of sales, an analysis of the companies, whose brands have a greater participation in the market, was made to prove that these well-known brands are related to the Peruvian culture, by the supplies they use in their production. After reviewing the product portfolio of the evaluated brands, it was possible to conclude that all analyzed companies, which stand out in the category, tropicalize their products and use purely Peruvian supplies, in order to obtain market acceptance and an expected increasing level of demand for the profitability of the companies. Likewise, it was also possible to determine that the concept of “Tropicalización” plays an indispensable role in the Peruvian market, due to the strong gastronomic culture and diversity of flavors and natural resources existing in the country.Acceso abierto