Caso de estudio: importación y comercialización de excavadoras en el mercado peruano

• Autor: Maguiña Cuadros, Alberth Jhonn
• Formato: tesis de grado
• Fecha de Publicación: 2020
• Institución: Universidad de Lima
• Repositorio: ULIMA-Institucional
• Lenguaje: español
• OAI Identifier: oai:repositorio.ulima.edu.pe:20.500.12724/11280
• Enlace del recurso: https://hdl.handle.net/20.500.12724/11280; http://doi.org/10.26439/ulima.tesis/11280
• Nivel de acceso: acceso abierto
• Materia: Excavadoras; Máquinas para el movimiento de tierras; Importación; Comercio; Excavating machinery; Importation; Commerce; Earthmoving machinery; Marketing; https://purl.org/pe-repo/ocde/ford#5.02.04

The present work develops the commercial and marketing plan for the import proposal of excavators of Chinese origin carried out by a company dedicated to the import and distribution of construction machinery and equipment in the Peruvian market. The Chinese market currently presents constant improvement trends on its products in both quality and safety and service, reaching international standards that allow them to compete with already positioned brands. It is for these reasons that Chinese companies, dedicated to the creation and manufacture of machinery, have an increasingly advantageous position in the market compared to their European and North American competitors, because they are reaching high levels of quality, offering constant improvements, Very competitive prices and their increasingly high safety standards (Construction - PA 2017). Peru is a country with great potential for equipment success because it currently has more than 60,000 construction companies, according to data from INEI (2018). More than 90% of these companies are MYPE (Prompyme 2018), which are in a constant search for equipment and machinery in order to reduce their construction times and all the benefits that this entails. That is why we seek to offer differential equipment for their presentations and accessories so that our customers can improve their effectiveness and effectiveness. With regard to the behavior of the sector in the coming years, it is expected to grow greatly due to different factors within which the country's weather conditions are caused, which caused, with the past phenomenon of the child, that much of the south of the country It is in the process of reconstruction due to the rains, huaicos, landslides and floods of 2017. In this way, the government seeks to increase private investment in infrastructure by 2021 from 4.5% to 6% and also created a plan with in order to replace, repair and build quality public infrastructure with a total investment of 25.6 billion soles. Initially, the product to be imported are the excavators. These are a very versatile team that performs very well in different types of works and projects. It is considered one of the most demanded products (corresponding to 20.2% of total imports of heavy machinery for construction) (Export.gov 2019) in the mining and construction sector, which has several manufacturers that meet international quality standards. It seeks to introduce these products through a prior study and analysis of specialized suppliers and that presents in its offer differential improvements such as: Variety in sizes and load capacity, accessories that replace the bucket, additional attachments, etc. Operations will be initiated using the strategy of penetrating the Peruvian market by creating and positioning a new brand, which will differ from the competition by offering equipment for the construction and mining sector, high quality, with a variety of accessories and a competitive price lower than the companies currently positioned. Likewise, rental services will be offered in different grades, from simple equipment rentals to total project outsourcing. Initially, it will be decided to import equipment with an operating weight of less than 20 Tons, since they are comfortable equipment with respect to their peers, they are highly versatile and because they do not have a great offer of these in the Peruvian market, since most of Large brands such as CAT, Volvo, Liehberr, etc., are not working or are just adding to their offer tonnage equipment below 20 tons. The product will be delivered through the direct sales and rental channel, for which internal and external sellers will be available for marketing, as well as the intensive use of social networks and electronic media.