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ESCUELA INTERNACIONAL DE POSTGRADO

UNIVERSIDAD CÉSAR VALLEJO

MAESTRÍA EN ADMINISTRACIÓN DE NEGOCIOS Y RELACIONES INTERNACIONALES MBA

PLAN DE MARKETING INTERNACIONAL

Exportac!" #$ co%ora"t$ "at&ra% Bx"a a partr #$% Ac'ot$

CURSO(

MARKETING INTERNACIONAL

AUTOR(

Ing. Moisés Narváez Rubio

DOCENTE(

MBA. LUIS ENRIUE M!N"E#

TRUJILLO ) PER*

+,-,

Tabla de contenido

P./0Tabla de contenido................................................................................................................1


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E$%or&a'i(n )e 'o*oran&e na&ura* Bi$ina a %ar&ir )e* A'+io&e

INTRODUCCIÓN................................................................................................................3

RESUMEN EJECUTIVO....................................................................................................4

PLAN DE MARKETING INTERNACIONAL.....................................................................5

1. LA ORGANIZACIÓN..................................................................................................6

1.1. Dato Gene!ale......................................................................................................6

1.". Ubicaci#n.................................................................................................................6

". $RODUCTO A E%$ORTAR .......................................................................................9

".1. $a!tida &ene!al.......................................................................................................9

".". A'ecto a!ancela!io...........................................................................................11

".".1. $!e(e!encia a!ancela!ia................................................................................13

".). $!eentaci#n del '!od*cto...................................................................................14

".+. El '!od*cto............................................................................................................15".+.1. Dec!i'ci#n ,ot-nica...................................................................................15

".+.". Dit!ib*ci#n Geo&!-(ica..............................................................................16

".+.). /o!0a de $!eentaci#n..............................................................................21

".+.+. VARIEDADES ES$ECIES........................................................................22

".+.2. CARACTER3STICAS..................................................................................23

".+.4. ZONAS DE $RODUCCIÓN........................................................................24

".+.5. ORIGEN........................................................................................................24".2. USOS......................................................................................................................24

). DELIMITACIONES DEL NEGOCIO......................................................................25

).1. $!inci'ale e0'!ea e6'o!tado!a....................................................................34

).". $!inci'ale 0e!cado............................................................................................35

).). $!ecio /O, !e(e!enciale en 7ilo&!a0o 8US9 7&!:.......................................36

).+. $!inci'ale 1; 'a


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2.1. Et!ate&ia de Ma!ca.............................................................................................42

2.). Et!ate&ia del '!od*cto......................................................................................43

2.+. El enBae > e0balae...........................................................................................43

2.2. Et!ate&ia de '!ecio.............................................................................................45

2.4. Et!ate&ia de canale de dit!ib*ci#n.................................................................46

4. AS$ECTOS TECNICOS DEL $ROECTO...........................................................47

4.1. E%TRACCION DEL COLORANTE.................................................................47

4.". $RODUCCIÓN....................................................................................................48

INTRODUCCIÓN

2


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El achi!"# $i%a&"lla'a L.# (" c)l!i*a +"(+" ,-ca( -&"hi(-'ica( "' A/,&icaC"'!&al la

A/a'a. L( -&i'ci-al"( -a("( -&+)c!&"( (' $li*ia# $&a(il# Cl/ia# R"-licaD/i'ica'a# Ec)a+ I'+ia# a/aica# M,%ic P"&.

La -&+)cci' a 'i*"l 'aci'al "' "l a 2003 )" +" 4 855 ! c' )' &"'+i/i"'! -&/"+i

+" 663 :; +" la

-&+)cci' /)'+ial.

RESUMEN EJECUTIVO

3


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El (i;)i"'!" "(!)+i !i"'" c/ "!i* a'alia& "l ("c!& +" -&+)c!( 'a!)&al"( "' P"&#

-a&a "(!al"c"& "l -!"'cial +" ,(!(# !"'i"'+ "' c)"'!a la i+i*"&(i+a+ la( l""( +"l

-a(.

El achi!" "( )' a&)(! &i;i'a&i +" A/,&ica T&-ical. E( )' -&+)c! =)" &"=)i"&" +" )' -&c"( i'+)(!&ial -a&a () c'()/ i'al. El cl&a'!" +"l achi!" (" "'c)"'!&a "' &/a +"

-l*ill "'*l*i"'+ a la( ("/illa( =)" (" "'c)"'!&a' "' l( &)!(# "' /"'& ca'!i+a+ "'

la( &a/a( ha(. El "%!&ac! =)" (" !i"'" +"l achi!" (" lla/a i%i'a () +"&i*a+

'&i%i'a.

D)&a'!" l( l!i/( a( l( cl&a'!"( (i'!,!ic( ha' "(!a+ (/"!i+( a a!a=)" c'(!a'!"#

+"i+ a =)" "' /)ch( +" "ll( (" ha' +"!"c!a+ ""c!( ca'c"&;"'( !&( -&+)c"'

al"&;ia( !&( +a( "' la -i"l. P& "(!a( &a'"( (" "(-"&a "' -c( a( +"(a-a&"ca'+"l /"&ca+ ("a' &"/-laa+( -& cl&a'!"( 'a!)&al"( =)"# c/ "l =)" (" !i"'" +"l

achi!"# "(!' "%"'!( +" c"&!iicaci' ' (" ha' "'c'!&a+ ""c!( +ai'( (&" la

(al)+ +" l( ("&&"( h)/a'( ?BDA 2001 achaa# 2001@

El cl&a'!" !"'i+ +" la( ("/illa( +"l achi!" ?a''a!!@ (" )!ilia "' la( i'+)(!&ia( +" l(

+"&i*a+( lc!"(# c&'ic(# ;&a(a(# h"la+(# c(/,!ic(# c'+i/"'!"(# c"&/ica# -i'!)&a#

!i'!"(# a'"(# "(/al!"(# a&'ic"(# laca(# !"i+( +" ("+a !"la( +" al;+' "' la

/"+ici'a la i'+)(!&ia a/ac")!ica ?c&+a# 1987 $"&'al 1989 A$P# 2001 )a&"#20001 Kal("c# 2001 Nai 2002 Nichl(# 20003@

La a/-lia ili;&aa (&" "l achi!" +"/)"(!&a ;&a' c'ci/i"'! +" l( a(-"c!(

a;&'/ic( +" la -la'!a (&" al;)'( /,!+( +" "%!&acci' +"l cl&a'!"# )'( /)

&)+i/"'!a&i(# !&( /(!,c'iica+( a "(cala +" la&a!&i.

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$LAN DE MARETINGINTERNACIONAL

1. LA ORGANIZACIÓN

N)"(!&a "/-&"(a $"li""& RL.# +"+ica+a a la c/"&cialiaci' "%-&!aci' +"

cl&a'!" 'a!)&al a a(" +"l achi!".

5


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N)"(!&a cali+a+ " i''*aci' +" cl&a'!" 'a!)&al '( clca c/ )'a "/-&"(a

-"&)a'a c' )' al! -!"'cial.

1.1. Dato Gene!ale

Ti'o +" E/-&"(a M"+ia'a E/-&"(a.

Ra' cial $"li""&cl&.RL

Ac!i*i+a+"( P&i'ci-al"( C/"&cialiaci' +" cl&a'!" 'a!)&al +" cl&a'!"

'a!)&al

1.". Ubicaci#n

La "/-&"(a $"li""&cl&.RL. " "'c)"'!&a )ica+a "' la call" $&; N 409#"' la -&*i'cia +" T&)ill +"-a&!a/"'! +" la Li"&!a+

T"l 403662

C"l 948505968

Mii#n

N)"(!&a /i(i' "( +a&'( ac'c"& "' "l /"&ca+ F"'"la' a la&; -la

"(!al"c"& '"%( c/"&cial"( c' !&( -a("(.

6


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Vii#n

N)"(!&a *i(i' "( li+"&a& "' la c/"&cialiaci' a&icaci' +" cl&a'!" 'a!)&al

+" achi!" c' la /( al!a cali+a+ a )' 'i*"l c/-"!i!i* i'!"&'aci'al/"'!"#

+'+'( a c'c"& -& "l *al& a;&";a+ +" ')"(!&( -&+)c!( l"%iili+a+&i"'!a+a hacia "l cli"'!" "%!&a'"&.

Valo!e

C/-&/i( '( +""/( a ')"(!&( cli"'!"(

!ica $"li""& RL# "( )'a "/-&"(a c' i'!";&i+a+# c' !al"'! h)/a' h('"(!

&"(-'(al"# c'!a/( c' l( /"&"( -&+)c!&"( +" la &";i' =)" c/-a&!"'

')"(!& "(-&i!) "/-&"'+"+&

I''*aci' i''*a/( c'!i')a/"'!" -a&a &"(-'+"& a l( &"=)"&i/i"'!( +"l

/"&ca+

li+a&i+a+ '( i+"'!iica/( c' l( i'!"&"("( +" ca+a )' +" l( -&+)c!&"(

A)!"'!ici+a+ )(ca/( ac"&ca& ')"(!& +"("/-" -"&('al a la i/a;"' =)"

+"("a/( -&"c!a& "' "l /"&ca+ &"l"a& "' ca+a -&+)c! l( ("'!i/(

a/a/(.

O!&ani&!a0a

7


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". $RODUCTO A E%$ORTAR ".1. $a!tida &ene!al

8


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PARTIDA DESCRIPCIÓN DE LA PARTIDA FOB-09 %Var09-08

,--///--- Las demás hora!"#as $ !as me#!as dehora!"#as& e'e( )roes de )am)* +9,8.,/. %

0,-0--12-- 1aer"as o!ora2es de or"3e2 4e3ea! de

ah"oe 5o2oo, )"6a7 9,08/,+ +0%

,1-0/-/--- Demas (re(ara"o2es (ara sa!sas, $ demassa!sas (re(aradas ,0/,+9/ 0%

3-,/----- Los demas :r;os de asara, :resos o seos,"2< s"2 asara o mo2dados ,08,0. -/%

11/---/- Las demás 3rasas $ ae"es 4e3ea!es :"6os $s;s :ra"o2es ,999,990 -.%

,1-0/-,--- Co2d"me2os $ sa#o2adores, om(;esos ,., 0%

1,11/-/-/- Demas (!a2as, (ares de (!a2as, sem"!!as $:r;os de !as ;"!"#< e2 (er:;mer"a, med ,09,/9 -%

12-2/-/-/- Los demás /,,/.+ +%

1,-///2--- Sem"!!as de ah"oe 5o2oo, )"6a7 /,0,0+ 9%

,1-4/-51-- Com(!eme2os a!"me2""os =;e o2e23a2

e'!;s"4ame2e me#!as o e'raos de (!a2as,(ares de (!a2as, sem"!!as o :r;os

., -++%

11-4,-/--- >ar"2a, semo!a $ (o!4o de sa3; o de !as ra"eso ;)er;!os de !a (ar"das 0.


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1209994000 D"/( ("/illa( +" -la'!a( h"&c"a( )!ilia+a( -&i'ci-al/"'!" -& ()( l&"(.

1404901000 Achi!" ?'!# ia@.

PARTIDA DESCRIPCIÓN DE LA PARTIDA FOB-09 %Var09-08

+0+00/00 1aer"as o!ora2es de or"3e2 4e3ea! de ah"oe 5o2oo, )"6a7 9,08/,+ +0%

CÓDIGO ARMONIZADO

320300 MATERIA COLORANTE DE ORIGEN FEGETAL O ANIMAL# INCLHIDOLO ETRACTO TINTJREO ?ECEPTO LO NEGRO DE ORIGEN ANIMAL@#AHNHE EAN DE CONTITHCIJN HMICA DEBINIDA PREPARACIONE A

HE E REBIERE LA NOTA 3 DE ETE CAPTHLO A $AE DE MATERIA DEORIGEN FEGETAL O ANIMAL

APC PERHEEHH ?C&';&a/a EEHH@

a&/'i"+ Ta&i ch"+)l" !h" H'i!"+ !a!"( H T ?A 2002@

S;)(ar"da Desr"("?2

Ara2e!Pre:ere2"a!

Ad 4a!orem5%7

+0+00/0

Co!or"23 maer o: a22ao, arh"!, oh"2ea!, ;d)ear, !"m;sa2d mar"3o!d mea!

0


12/49


$a!tida a!ancela!ia

La -a&!i+a a&a'c"la&ia "' a/( -a("( c'c)"&+a "' l( ("i( -&i/"&( +;i!(#+ii&i"'+ "' l( -(!"&i&"(.

E' "l (i;)i"'!" G&ic (" a-&"cia la Pa&!i+a A&a'c"la&ia +"l Achi!" "(!al"ci+( -& ADHANET.

11


13/49


B)"'!" h!!-


14/49


El T&a!a+ +" Li&" C/"&ci ?TLC@ "'!&" l( EE.HH. "l P"&# "l c)al"'!& "' *i;"'cia "l 01 +" "&"& +"l 2009# ha "(!al"ci+ "l (i;)i"'!"a&a'c"l -a&a "l achi!" "' -l*

FTS@ DESCRI$CIÓN

Unidad

deCantidad

A!ancel,ae

Cate&o!


15/49


Aciote

No0b!e Cient


16/49


".+. El '!od*cto

La a/a'a -"&)a'a# &"-&"("'!a )' ;&a' -!"'cial +" &"c)&(( i!;"',!ic(# +"'!& +" la(

c)al"( "%i(!" )'a a/-lia +i*"&(i+a+ +" "(-"ci"(# =)" -+&a' i'!";&a&(" al ("c!& a;& )'a

+" la "(-"ci"( /( i/-&!a'!"( "( Bixaorellana

L.# c'ci+a c/'/"'!" c/ achi!"# -la'!a +/"(!ica+a c)l!i*a+ +"(+" !i"/-( -&"hi(-a'ic( a+"/( +" &"c"& /l!i-l"(

)(( "' la /"+ici'a !&a+ici'al# +" ()( ("/illa( (" "%!&a" l( -i;/"'!( i%i'a

'&i%i'a# ?ca&!"'i+"(@ +" ;&a' )!ili+a+ "' la i'+)(!&ia +" l( ali/"'!( !&(.

La i%i'a c/ cl&a'!" 'a!)&al ha (i+ &"c'ci+a -& la &;a'iaci' M)'+ial -a&a la

al)+

?OM@# +"i+ a () ')la !%ici+a+# (i"'+ i+"al -a&a la i'+)(!&ia +" l( ali/"'!(.

B)"'!" R"*i(!a N 29# "%-&!"/(

".+.1. Dec!i'ci#n ,ot-nica

W&l +" c-a +"'(a &"+'+"a+a !a/a /"+ia' +" 3 a 5/ +" al! (i'

"/a&; al;)'a( -)"+"' alca'a& ha(!a 10/ +" al!)&a la c&!"a "%)+a l!"%

+" *i* cl& a'a&a'a+ ha( al!"&'a( +" &/a ac&a'a+a ?+" 1020

c/ +" la&;@ l&"( ;&a'+"( *i(!(a( +" cl& la'c a &(a+# c'

')/"&(( "(!a/&"( l( &)!( (' c-()la( *i+"( +" cl& -a&+ &i#

c)i"&!( -& a)'+a'!"( "(-i'a( +"l;a+a( la'+a( +" cl& &# *"&+)(c

-a&+ 3 a 5 c/ +" la&;# +"hi(c"'!"( -& 2 *al*a(. Ca+a c-()la c'!i"'"

a-&%i/a+a/"'!" +" 30 a 40 ("/illa(# ;"'"&al/"'!" -i&a/i+al"(# c)i"&!a(

-& )'a /"/&a'a ?a&il@ -)l-(a +" cl& & a'a&a'a+.

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".+.". Dit!ib*ci#n Geo&!-(ica

O&i;i'a&ia +" A/,&ica !&-ical# -(il"/"'!" +"l )&"(!" +" la A/a'a.

) +i(!&i)ci' aa&ca l( (=)"( !&-ical"( +" C"'!&a/,&ica# la &";i'

a/a'ica +" P"&# $&a(il# Cl/ia Ca&i". Ac!)al/"'!" (" +i(!&i)" "'l( -a("( !&-ical"( +"l ')"* *i" /)'+.

E'c'!&'+(" "' -a("( c/ E)&-a# N&!"a/,&ica# )+a/,&ica# !&-ic(

+" W&ica A(ia# I'+ia# Bili-i'a( " i(la( +" aai. P"& C(!a N&!"# "l*a

$aa "l*a $aa.

D"-a&!a/"'!( A/a'a(# C)(c# )a')c# Li/a# L&"!# Ma+&" +" Di(#

a' Ma&!'# Hcaali.1 Al!i!)+ 0 1000 /('/. ?1$&a:# L. . Xa&)cchi.1993.Ca!al;)" !h" Bl"&i'; -la'!( a'+ G/'(-"&/( P"&).@

Sit*aci#n W&l a&)(! +/"(!ica+ c)l!i*a+.

Ecolo&


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Etno0edicina

E' la /"+ici'a !&a+ici'al "l achi!" !i"'" a/-li )( c/ a(!&i;"'!"#

a'!i"/"!ic# a'!i(,-!ic# ("+a'!"# a'!iac!"&ial# a'!i%i+a'!"# "%-"c!&a'!"#

cica!&ia'!"# "&);# "(!/=)ic# a'!i+i("'!,&ic# +i)&,!ic#a'!i;'&&,ic# -)&;a'!"# +"(i'la/a!&i# hi-;lic"/ia'!"# a'!i+ia&&"ic#

h"/(!!ic# !&a!a/i"'! +" la h"/&&i+"(# a';i'a(# a(c"((# c"all;ic#

/ala&ia# a(/a.

La ("/illa /li+a "( )!ilia+a -a&a "l !&a!a/i"'! +"l (a&a/-i'# *i&)"la#

"'"&/"+a+"( +"l &i'# +i("'!"&a# a( c/ "l cci/i"'! +" la &a "(

)!ilia+ "' ca(( +" a(/a. La -)l-a (" )(a "' =)"/a+)&a( a/-lla(. La

/ac"&aci' ac)(a +" la( ha( "( )!ilia+a "' i';"(!i' -a&a "*i!a& la(')("a( c/ "%-"c!&a'!". La a-licaci' +i&"c!a +" "(!a /ac"&aci' ("

)!ilia -a&a ac"l"&a& la cica!&iaci' +" h"&i+a(. La ccci' +" la( ha( ali*ia

+l&"( &"'al"(.2 La +"ccci' +" la( "/a( l&al"( "( )!ilia+a -a&a

c/a!i& la h"-a!i!i(. La -a(!a h"cha a -a&!i& +" ha( c' ()la! +"

/a;'"(i "( "/-l"a+a -a&a "l !&a!a/i"'! c'!&a la l"-&a. El !i'!" +" la(

("/illa(# a-lica+ +i&"c!a/"'!" "( )!ilia+ c/ &"-"l"'!" +" i'("c!(. El

&)! "( c'(i+"&a+ a'!i+i("'!"&ic# a'!i-i&"!ic# a&+ia(iac# a(!&i';"'!"

+i)&,!ic.3

Ot!o *o

C'+i/"'! La( ("/illa( (" "/-l"a' c/ cl&a'!"# c'+i/"'!

(a&ia'!" "' la( c/i+a( c&illa(.

Cl&a'!"( D" la -&ci' ca&'(a ?a&il cl& &'a&a'a@ =)" "'*)"l*" a

la ("/illa (" "%!&a" )' cl&a'!" & /) a-&"cia+ ?$i%i'a@ "' la i'+)(!&ia

ali/"'!a&ia ?"/-l"a+ -a&a +a& cl& a -&+)c!( ali/"'!ici( c/ =)"((#

/a'!"=)illa@ !a/i,' "' la a&icaci' +" c(/,!ic(# -i'!)&a(# ac"i!"(#

c"&a(# a&'ic"(# i&a( !"%!il"( a&!"(a'a(.

17


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Bi&a( D" la c&!"a (" "%!&a"' i&a( )!ilia+a( -a&a c&+"l"&a.

Ma+"&al" La /a+"&a (" "/-l"a "' la "la&aci' +" /)"l"(

c'(!&)cci'"( &)&al"(# "la&aci' +" /a';( +" /a+"&a l( a/ah)aca( la

)(a' -a&a c'"cci'a& la( -)'!a( +" ()( l"cha(.

El Achi!" !i"'" )' ;&a' -!"'cial +"/a'+a -a&a la i'+)(!&ia ali/"'!a&ia

/)'+ial a =)" la i%i'a +" ()( ("/illa( a-&!a )'a +" la( !'ali+a+"( +"l

cl& & /( -)& 'a!)&al =)" "%i(!"# -a&a la "la&aci' +" =)"((#

&"&"(c(# c'+i/"'!( !&( -&+)c!( ali/"'!ici(. La i%i'a =)" ("

"%!&a" +" la( ("/illa(# !a/i,' (" )(a "' la i'+)(!&ia +" c(/,!ic( -a&a la

a&icaci' +" c&"/a(# l-ic"( laial"(# il!&( (la&"( c/ &"-"l"'!"

c'!&a i'("c!(. A(i/i(/# "l Achi!" (" "/-l"a "' la i'+)(!&ia a&/ac,)!ica -a&a c/a!i& +i*"&(a( "'"&/"+a+"(. L( -)"l( &i;i'a&i( +" C"'!&

)&a/,&ica l )!ilia' c/ -i'!)&a c&-&al acial -a&a ()( &i!)al"(

&"li;i((.

,ioactiBidad

De la( ("/illa (" "%!&a" "l i%i'a! +" (+i# ci+ !/"'!(ic# i%i'a# "!a

ca&!"'# -"c!i'a# #c&!%a'!i'a# l)!"'# /"!ili'a# '&i%i'a# "a%a'!i'a.

A+"/( (" ha' ai(la+ *a&i( c/-)"(!( c/ Ca&!"'i+"( $i%i'a#

'&i%i'a ?&"lli'a@ -i;/"'! a/a&ill# ci+ !/"'!(ic#

"!aca&!"'# c&i-!%a'!i'a# /"!ili%i'a# "a%a'!i'a# l)!"'a# /'

("(=)i!"&-"'(# "'!&" l( =)" +"(!aca "l i(ha&a'".?()(!a'cia( -,[email protected]

Bla*'i+"(E-i;"'i'a7 i()la!# ;l)c(i+ +" a-i;"'i'a# i()la! +"

hi-lac!i'a# i()la! +" l)!"li'a# c(/(ii'a# hi-al"!i'a8i()la!#

l)!"'i'7i()la! l)!"'i'7O$D ;l)c(i+ " i(c)!"la&"'a.

Di!"&-"'( a&("(ilac"!'a# ;"&a'il;"&a'ilc!a+"c'a! ci+ ;lic.5

Alcali+"( $i%a;a/"'# i%"i'a# "'ila'i'a# ci+ (aliclic# !&i-!a'#

ci+ "la;ic# !&"'i'a# !a'i'(# (a-'i'a(.

18


20/49


/a!0acolo& Acci#n ,iol#&ica

Lo "%!&ac!( "!a'lic( +" &)! ha /)"(!&a' ac!i*i+a+ /ic&ia'a i'

*i!& (&" !a-hlccc)(a)&")(# E(ch"&ichia cli6 al/'"lla !i-h6.

Ta/i,' (" &"-&!a&' +i*"&(a( ac!i*i+a+"( +" l( "%!&ac!(# "'!&" "lla(ac!i*i+a+ a'!i("c&"!&a ;(!&ica# hi-!"'(i*a# &"laa'!" +"l /(c)l li(#

acci' hi-;lic"/ica.7

,i6ina

El -&i'ci-al c'(!i!)"'!" cl&a'!" +"l achi!" "( la i%i'a# -&"("'!" "' la c)i"&!a

"%!"&i& +" la ("/illa ?a&il@ =)" &"-&"("'!a /( +"l 80> +" l( -i;/"'!(

-&"("'!"(# -)+i"'+ ll";a& al 3> +"l -"( +" la( ("/illa(. )/ica/"'!"# la $i%i'a

"( la &/a Ci( +"l /'/"!il ,!"& +" ci+ ca&%lic.

"' +a# la $i%i'a "( )' cl&a'!" 'a!)&al +" ;&a' i'!"&,( c/"&cial &"c'ci+

-& La O&;a'iaci' M)'+ial +" la al)+ ?OM@# =)" &"c'c" a "(!" -&+)c!

c/ +" ')la !%ici+a+. La C.C.E. ha a)!&ia+ () "/-l" ?N. E 160@.

C*ltiBo

La -&-a;aci' (" &"alia -& /"+i +" ("/illa !'ica# !a/i,' -&

"(!aca( i'"&!(. La( ("/illa( !i"'"' )' al! -+"& ;"&/i'a!i*. La (i"/&a(" i'icia a c/i"'( +" la ,-ca +" ll)*ia(# +" -&""&"'cia a -&i'ci-i( +"

-&i/a*"&a. El +i(!a'cia/i"'!# -)"+" ("& *a&ial" +" 3 % 4 /# 4 % 4 /# 5 % 4

/ "'!&" -la'!a(. La "(-"ci"( "( +" &-i+ c&"ci/i"'! "' -"&i+( i'icial"(#

alca'a'+ )'a l';i!)+ +" 15 20 c/ +)&a'!" l( -&i/"&( 4 /"("(. E'

-"&i+( -(!"&i&"( la !a(a +" c&"ci/i"'! +"c&"c". La -&+)cci' +" &)!(

"/-i"a a -a&!i& +" l( 2 a( "' -la'!aci'"( /) i"' c)i+a+a(#

'&/al/"'!" la -&+)cci' "/-i"a a l( 4 a(. Pa&a c("cha( -!i/a(

-&"ci(a +" ()"l( &ic( "' /a!"&ia &;'ica# (i"'+ a*&al"( l( ()"l(

al)*ial"( &/a+( "' la( /&;"'"( +" l( &(.

19


21/49


P& /"+i +" i'"&!( (" l;&a /"&"( &"'+i/i"'!( )'i&/i+a+. P&

/"+i +" "(!aca( +" /a+"&a +)&a# (' i+"al"( -a&a -&-a;aci' +"

+"!"&/i'a+( "c!i-(.

Coeca $ocoeca

C("cha a(# &)!(# c&!"a# l&"(.

Pa&a la c("cha +" l( &)!( (" &"c/i"'+a "l )( +" !i"&a( +" -+a

!"'i"'+ /)ch c)i+a+ +" ' "%c"+"& "l !i"/- +" /a+)&aci' +"l &)!#

-a&a a( "*i!a& -,&+i+a( +"i+ a la "(-'!'"a a-"&!)&a +" la( *al*a(# =)"

ca(i'a =)" la( ("/illa( (al;a' "%-"li+a(.

A -a&!i& +"l '*"' /"( (" -)"+" "/-"a& a c("cha& la( ha( ,(!a +""&"alia&(" "' la( -&i/"&a( h&a( +"l +a -a&a -(!"&i&/"'!" ("ca&la( a la

(/&a.

L( &)!( (' c("cha+( c)a'+ la -la'!a ll";a a alca'a& () c/-l"!a

/a+)&" ?cl&aci' (c)&a@# -)"+" &"alia&(" a l( 16 /"("( +" (i"/&a# (i'

"/a&; -&"("'!a )"' &"'+i/i"'! a -a&!i& +" l( 3 a(.

H' &l -"=)" -&+)c" +" 4.5 a 5 :; +" &)!( 272 K;. +" ("/illa(.

L)"; +" 5 a( la -la'!aci' -&+)c" &"'+i/i"'!( +" 1 200 a 1 500 :; +"

("/illa ("ca -& ha.?6Cc"&"(#1989. ci!a+ "' G)-!a# M. P.# 1995. 270 Pla'!a( M"+ici'al"(I"&a/"&ica'a(.7a&&i(' Y"(!# 1985 Th/-(' "! al# 1989. Ci!a+ "' G)-!a# M. P.# 1995. 270

Pla'!a( M"+ici'al"(I"&a/"&ica'a(.@

20


22/49


".+.). /o!0a de $!eentaci#n

El -&+)c! (" "%-&!a a la &/a +" -l* +" a''a! ?;&a+ ali/"'!ici@# -l* +" a''a!?(l)l" "' lcali &@# "' "%!&ac! li-(l)l"# ()(-"'(i'"' ac"i!"# i%i'a c&i(!al"( +" i%i'a# ("/illa(# ha( !&i!)&a+a(.

Ta/i,' "' -a(!a( ac)(a(# -l* +" i%i'a# -&"-a&a+(.

/ORMAS DE $RESENTACIÓN

Ac"i!"# "%!&ac!#

Mli+# -a(!a# -l*#

"/illa(.

21


23/49


".+.+. VARIEDADES ES$ECIES

E%i(!"' 3 *a&i"+a+"( -&i'ci-al"( +" ACIOTE

Fa&i"+a+ '";&a. Fa&i"+a+ '";&a# c' 6.0 > +" /a!"&ia cl&a'!".

Fa&i"+a+ cl&a+a. Fa&i"+a+ cl&a+a# c' 8.2 > +" /a!"&ia cl&a'!".

Fa&i"+a+ a/a&illa. Fa&i"+a+ a/a&illa# c' 10.4 > +" /a!"&ia cl&a'!".

22


24/49


".+.2. CARACTER3STICAS

";' la NTP 209.200 1982 "l achi!" !a/i,' "( c'ci+ c' l(

'/&"( +" achi!"# ia# a''a!!Q. El achi!" "( )' cl&a'!" 'a!)&al

"%!&a+ +" la( ("/illa( +"l&l c) '/&" ci"'!ic "( $i%a&"lla'a L."( &i;i'a&i +" A/,&ica T&-ical +"" () '/&" a B&a'ci(c O&"lla'a

+"(c)&i+& +"l & A/a'a(# =)i"' ("&* =)" l( 'a!i*( l )!iliaa'

-a&a -i'!a& ()( c)"&-( c/ &"-"l"'!" +" /(=)i!( -&"-a&a&(" -a&a la

;)"&&a.

El achi!" (" )(a +"(+" ,-ca( -&"cl/i'a( -a&a la a&icaci' +"

c(/,!ic(# +"c&aci' +" *"(!i+(# )(( /"+ici'al"( la -&"-a&aci' +"

c'+i/"'!( cl&a'!" +" )( ali/"'!ici.

D" ac)"&+ a () -&"("'!aci' "l achi!" (" cla(iica&a "'

Z Achi!" "'!"&

Z Achi!" /li+

El achi!" "' -l* "( )' -&+)c! =)" !i"'" )' ;&a' -!"'cial +"/a'+a

/)'+ial a =)" la i%i'a +" ()( ("/illa( a-&!a )'a +" la( !'ali+a+"( +"l

cl& & /( -)& 'a!)&al =)" "%i(!" -a&a la i'+)(!&ia ali/"'!a&ia.

La i%i'a =)" (" "%!&a" +"l achi!" !a/i,' (" )(a "' la i'+)(!&ia +"

c(/,!ic( -a&a la a&icaci' +" c&"/a(# l-ic"( laial"(# il!&( (la&"(

c/ &"-"l"'!" c'!&a i'("c!(. Ac!)al/"'!"# "l achi!" "( c'*"&!i+ "'

i%i'a a !&a*,( +" )' -&c"( i'+)(!&ial =)" -"&/i!" () "%-&!aci' c/

i'()/ )( la i'+)(!&ia /)'+ial +" ali/"'!(.

23


25/49


1

".+.4. ZONAS DE $RODUCCIÓN

C&"c" +" /a'"&a c)l!i*a+a "' la A/a'a la C(!a# ha(!a l( 1#400/.(.'./.

".+.5. ORIGEN

A/,&ica C"'!&al A/a'a.

".2. USOS

L( -&i'ci-al"( )(( +"l achi!" (' l( (i;)i"'!"(

a@ I'("c!ici+a &"-"l"'!" @ D/,(!ic

c@ I'+)(!&ial

Inecticida !e'elente. M)cha( !&i)( i'+;"'a( (" "/a+)&'a' "l c)"&- c'

achi!" -a&a "*i!a& la -ica+)&a +" i'("c!( ?/(=)i!( a'c)+(# "!c.@.

Do0tico.K E( /) )!ilia+ c/ c'+i/"'! "' la ali/"'!aci'# !a/i,' ("

)!ilia -a&a cl&"a& la /a'!"=)illa# "l =)"(# "!c.

Ind*t!ial.K " )!ilia -a&a cl&"a& a&'ic"(# -i'!)&a( "(!a/-a+( +" !"i+(# "!c.

E' /"+ici'a

El achi!" "( i/-&!a'!" c/ )"'!" +" -&*i!a/i'a A ' (l c/ cl&a'!".

El +c!& E-a/i''+a( )i'!a'a# +"(-),( +" *a&i( a( +" "(!)+i c/-& +"

/a'"&a i&&")!al" la ;&a' -!"'cia +"l achi!" "' *i!a/i'a( A D.

1Fuente de información:6 Norma Técnica Peruana NTP 209.200: 1982. Especies y Condimentos c!iote6 Per" Eco#ó$ico

Ah"oe 5B"'aOre!!a2a7h(&


26/49


). DELIMITACIONES DEL NEGOCIO

EPORTACIONE DEL PRODHCTO ACIOTE EG[N H PRINCIPALEPREENTACIONE EN EL 2009

FGENTE SGNAT

EFOLHCIJN DE LA EPORTACIONE DEL PRODHCTO ACIOTE EG[N HPRINCIPALE PREENTACIONE 2005 \ 2009

@ S?!o se o2s"dera2 !as (rese2a"o2es =;e ha$a2 re3"srado e'(ora"o2es e2 e! 009FGENTE SGNATELABORADO POR PRO1PERG

25


27/49



E%-&!aci'"( +"l -&+)c! achi!" (";' ()( -&i'ci-al"(-&"("'!aci'"( "' H] 2005 \ 2010

200) 200* 200+ 2008 2009 2010

Co#orante /,9,88


28/49


EFOLHCIJN DE LA EPORTACIONE DEL PRODHCTO ACIOTE EG[N HPRINCIPALE MERCADO2005 \ 2009

200) 200* 200+ 2008 2009 2010

Estados 'nidos /,+,0.9


29/49


;ta#ia +,


30/49


EPORTACIJN DEL PRODHCTO ACIOTE EG[N H PRINCIPALEMERCADO EN KG 2005 \ 2010

E%-&!aci'"( +"l -&+)c! achi!" (";' ()( -&i'ci-al"( /"&ca+( "' "l 2009

BHENTE HNATELA$ORADO POR PROMPERH

EFOLHCIJN DE LA EPORTACIONE DEL PRODHCTO ACIOTE EG[N HPRINCIPALE MERCADO 2005 \ 2009

^ l (" c'(i+"&a' la( -&"("'!aci'"( =)" haa' &";i(!&a+ "%-&!aci'"( "' "l 2009BHENTE HNAT

29


31/49


EFOLHCIJN DE LA EPORTACIONE DEL PRODHCTO ACIOTE EG[N HPRINCIPALE MERCADO 2005 \ 2010

200) 200* 200+ 2008 2009 2010

ene&ue#a +/,...


32/49


,ui&a 0


33/49


BHENTE HNAT


^ l (" c'(i+"&a' la( -&"("'!aci'"( =)" haa' &";i(!&a+ "%-&!aci'"( "' "l 2009BHENTE HNAT


200) 200* 200+ 2008 2009 2010

,emi##a /,++,/


34/49


Po#o .,


35/49


ANONIMA

PRONE .A. 36> 22>

MONTANA A 39> 16>

AICACOLOR .A.C. 47> 16>

IM$ARE .A. 25> 11>

AGROCONDOR .R.L. 40> 4>

GLO$ENATHRALINTERNACIONAL .A.

11> 4>

MONA ERFICE .A.C. 1>

AROMA COLORANTE DELO ANDE ...

1>

O!&a( E/-&"(a( ?5@ 2>

).". $!inci'ale 0e!cado

M"&ca+>Fa& >Pa&!. BO$09

09a; 9 ?/il"( H]@

E(!a+( H'i+( 60> 32> 2#948.74

34


36/49


a-' 24> 10> 874.05

R"i' H'i+ 74> 7> 647.07

M,%ic 50> 6> 548.74

E;i-! 48> 6> 527.86

Al"/a'ia 19> 4> 394.92

B"+"&aci' R)(a 67> 4> 350.57

F"'")"la 150> 4> 342.94

Chi'a 701> 3> 242.7

O!&( Pa("( ?36@ 24> 2#203.84

F;e2e& SGNAT

).). $!ecio /O, !e(e!enciale en 7ilo&!a0o 8US9 7&!:

009

DIC NOV OCT SEP AO HGL HGN 1A ABR 1AR FEB ENE

J /+


37/49


J 9> 66.56

4 M,%ic 6> 44.23

5 B&a'cia 10> 6> 42.23

6 R"i' H'i+ 13> 6> 40.36

7 )ia 25> 5> 34.83

8 Di'a/a&ca 6> 4> 25.98

9 I!alia 1> 3> 24.95

10 Pai("( $a( 22> 3> 24.22

O!&( Pai("(?81@

28>

203.42

Bi'al +"l&/)la&i

B)"'!" COMTRADE

).2. $!inci'ale 1; 'a


38/49


2 Pa("( $a( 31> 12> 62.2

3 E(!a+( H'i+( 3> 11> 57.6

4 Di'a/a&ca 4> 9> 48.14

5 I&la'+a ?Ei&"@ 182> 7> 37.45

6 B&a'cia 15> 7> 35.57

7 R"i' H'i+ 21> 7> 34.94

8 P"& 6> 30.36

9 I!alia 11> 4> 22.05

10 M,%ic 4> 19.55

O!&( Pa("( ?56@ 19> 94.45

F;e2e& CO1TRADE

La "%-&!aci' +" Cl&a'!"( "(-"cial/"'!" "l Achi!" ()" )' 33> "' "l 2009.' H 9.0 /ill'"( c'!&a l( H 6.8 /ill'"( +"l 2008.

).4. Co0e!cio bilate!al ent!e $e!= > Vene?*ela

P&+)c! 1404909090 P&+)c!( *";"!al"( ' "%-&"(a+( 'i c/-&"'+i+( "' !&a

-a&!" L( +"/( L( +"/( L( +"/(

C!#/o #$%pro#&cto

D$1crpc!" #$% pro#&cto

P$r2 $xporta 'acaV$"$3&$%a P$r2 $xporta 'aca $% 4&"#o

Va%or$"

+,,5

Va%or$"

+,,6

Va%or$"

+,,7

Va%or$"

+,,5

Va%or$"

+,,6

Va%or$"

+,,7

712-2/-/-/-

8ro)u'&os vege&a*es noe$%resa)os ni 'o9%ren)i)os eno&ra %ar&e: Los )e9ás: Los)e9ás: Los )e9ás / 230 10- 11-3 1-,0 ,/0-

37

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39/49


712-2/-1---

8ro)u'&os vege&a*es noe$%resa)os ni 'o9%ren)i)os eno&ra %ar&e: Los )e9ás: A'+io&een %o*vo ;ono&o< bi=a> 111 1-/ 15, 2,2 ,34 200

712-2/-,---

8ro)u'&os vege&a*es noe$%resa)os ni 'o9%ren)i)os eno&ra %ar&e: Los )e9ás: Tara en%o*vo ;Caesa*%ineas%inosa> ,2 - - 10340 ,002 ,42/

712-2/-----

8ro)u'&os vege&a*es noe$%resa)os ni 'o9%ren)i)os eno&ra %ar&e.: Los )e9ás - - - , - -

).5. Lita de lo 0e!cado i0'o!tado!e 'a!a *n '!od*cto e6'o!tado 'o! $e!=

P&+)c! 1404901000 P&+)c!( *";"!al"( ' "%-&"(a+( 'i c/-&"'+i+( "' !&a -a&!" L( +"/( Achi!" "' -l* ?'!# ia@

I4porta#or$1Va%or $xporta#a

$" +,,8Va%or $xporta#a

$" +,,9Va%or $xporta#a

$" +,,5

Va%or$xporta#a $"

+,,6

Va%or$xporta#a $"

+,,7

7Mun)o - - 2,2 ,34 200

7?enezue*a - - 111 1-/ 15,7Es&a)os Uni)os)e A9éri'a - - 10 24 11/

7Argen&ina - - 25 04 34

7Urugua@ - - 1 / 2-

7Es%aa - - 1, 1 1,

7a%(n - - - 1 ,

7Reino Uni)o - - - 1 1

7ran'ia - - 1 - -

78or&uga* - - - 14 -

7E'ua)or - - 0- - -

7Co*o9bia - - 2/ - -7Re%Db*i'a"o9ini'ana - - 3, 11 -

7A*e9ania - - 42 4 -

7I&a*ia - - 1 1 -

).@. Selecci#n del 0e!cado obetiBo

FARIA$LE FENEXHELA EE.HH $OLFIA MEICO

I/-&!aci'"( +" Ma!"&ia(cl&a'!"( +" &i;"' *";"!al

38


40/49


+" achi!" ?'!#ia@ 1#835.00 116#646.00 210.00 45#083.00

> +" -a&!ici-aci' +"l 1 -&*""+& P"& ?30>@

Pai(" $a(la'+a ?18#2>@

P"&?28#1@

Chi'a?82#8>@

Di(-'iili+a+ +" !&a'(-&!" R";)la& $)"' $)"' R";)la&

VARIA,LE VENEZUELA ,OLVIA

I/-&!aci'"( +" Ma!"&ia( cl&a'!"(+" &i;"' *";"!al+" achi!"?'!#ia@

1#835.00 210.00

> +" -a&!ici-aci' +"l 1 -&*""+& P"& ?30>@ P"& ?28#1 >@

Di(-'iili+a+ +" !&a'(-&!" R";)la& $)"'

A&a'c"l ;"'"&alC/)'i+a+ A'+i'a +" Naci'"( P"& F"'")"la ?CAN@

C/)'i+a+ A'+i'a +" Naci'"( P"& $li*ia?CAN@

a&a'c"l -a&a P"& 0> P&+)c! N '";cia+

+. IN/ORMACIÓN ANLISIS+.1. Dia&n#tico de la Sit*aci#n Act*al

ObetiBo

N)"(!& "!i* -&i'ci-al "( &"c"& la /%i/a cali+a+ l( -&"ci( /(c/-"!i!i*(# )(ca'+ +" &/a -"&/a'"'!" la i''*aci' +" ')"(!&( -&+)c!(#!a'! "' "l +i(" -&"("'!aci'.

39


41/49


P&"!"'+"/( -'"& al alca'c" +"l /"&ca+ "' F"'")"la )'a "%!"'(a ;a/a +" -&+)c!( "' a(" al -&c"(a/i"'! +"l Achi!"# -&"("'!a'+ (i"/-&" la( l!i/a(!"c'l;a(# la /"& cali+a+# -&"ci( a!"'ci' al cli"'!".

NUESTRA VENTAJA COM$ETITIVA

Aa+i& *al& a ca+a ("/illa +" Achi!"# c)i+a'+ () +i("# la i'c)i+a+ -&"("'!aci' +" ')"(!&( -&+)c!(# ' +"(c)i+a'+ la (a!i(acci' +" ')"(!&(cli"'!"(. P& "(!a &a' ')"(!&( -&+)c!( +" cl&a'!" 'a!)&al (' a&ica+()!ilia'+ -&+)c!( +" /) )"'a cali+a+# "'!&" "ll( "l Achi!".

ObetiBo C*antitatiBo

$a!tici'aci#n de 0e!cado 8co!to 'la?o:

• El c&! -la c/-&"'+" l( -&i/"&( 12 /"("( +"(+" la

i/-l"/"'!aci' +" la "/-&"(a hacia "l /"&ca+ i'!"&'aci'al.• E' +ich !&aa (" &"alia& )' )"&!" !&aa +" ca-!aci' +" cli"'!"(

/"+ia'!" la i'&/aci' !"'i+a +" -&/-"% +" "/-&"(a( -"&)a'a(

"%-&!a+&a(.• H' +" l( "!i*( +" "(!" -"&i+ "( &/a& )'a a(" +" +!( =)"

c'!"';a' l( '/&"( +" l( -(il"( cli"'!"( a l( c)al"( la "/-&"(a

$"li""&( RL# -)"+a &"alia& la *"'!a +i&"c!a "' F"'")"la.• E' !,&/i'( c)a'!i!a!i*( (" "(-"&a alca'a& )' -a&!ici-aci' +"

/"&ca+ "'!&" "l 1 5 > .

$oiciona0iento de Ma!ca8La!&o $la?o:

• Pa&a "l la&; -la ?5 a "' a+"la'!"@ (" "(-"&a -+"& (a!i(ac"& al

/"&ca+ la!i'a/"&ica'# =)"+a'+ -a&a la "(!&a!";ia +"-&+)cci'

+"!"&/i'a& (i la ;&a' ca'!i+a+ +" -&+)c!( +" cl&a'!" 'a!)&al "' a("

al Achi!" =)" (" -&"!"'+" &"c"& ("&' -&+)ci+( i'!"&'a/"'!"

()c'!&a!a+(.• El -&i'ci-al "!i* -a&a "l la&; -la "( -(ici'a& a $"li"&"& RL

c/ )'a "/-&"(a (li+a &"c'ci+a a 'i*"l la!i' a/"&ica' "' "(!a

i'+)(!&ia +" cl&a'!"( 'a!)&al"(.

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• " "(-"&a c&"c"& c/ &;a'iaci' aa&ca& hacia "l /"&ca+

'&!"a/"&ica' ")&-"# &"ci"'+ ')"(!&( -&+)c!( c' *al&

a;&";a+.

ObetiBo C*alitatiBo

De calidad

• El /"+ia' -la c/-&"'+" l( a( 2 al 5 i'cl)(i*". Pa&a "(!a "!a-a ("

ha -&"*i(! a/-lia& "l h&i'!" +" '";ci /"+ia'!" la i'c&-&aci'

+" ')"*a !"c'l;a =)" -"&/i!a &"c"& a l( cli"'!"( )'a ;a/a /(

c/-l"!a +" -&+)c!(# (i"'+ la cali+a+ " i'c)i+a+ "l ac!& /(

-&"-'+"&a'!".• A( /i(/ "l -&+)c! "(! a(cia+ a la cali+a+ la !"'+"'cia +"

-&+)c!( &;'ic( 'a!)&al"(• O!"'ci' +" la c"&!iicaci' c/ cl&a'!" 'a!)&al

De (le6ibilidad

• A () *" (" "(-"&a "%-&!a& +i&"c!a/"'!" a Ca&aca(# a/-lia'+ la ca&!"&a

+" cli"'!"( a-)'!a'+ !a/i,' hacia !&a( ci)+a+"( i'+)(!&ialia+a( +"

F"'")"la.• O!& +" l( "!i*( +" /"+ia' -la "( c'c&"!a& la( "%-&!aci'"( a

-a("( *"ci'(.• Alca'a& "(!" "!i* +"-"'+" "' ;&a' /"+i+a +"l &"()l!a+ +" )'

"(!)+i +" /"&ca+ (a!i(ac!&i# "l c)al (" "'c)"'!&a "' c&"ci/i"'!.

De '!od*ctiBidad

• E' c)a'! al /"&ca+ i'!"&'aci'al# ' (" ha ia+ )'a c)!a +"

/"&ca+ c/ "!i* (i ' =)" (" ha ia+ )' -&c"'!a" +" la

-&+)cci' +" cl&a'!" 'a!)&al# "(-"&a'+ alca'a& )' /'i/ +"l 30>

+" la -&+)cci' +"(!i'a+a a cli"'!"( )"&a +" la ci)+a+ +" Ca&ca(.• E' !,&/i'( c)a'!i!a!i*(# "l "!i* "( alca'a& 24> +"l /"&ca+ +"

la ci)+a+ +" Ca&aca( l;&a( *"'!a( "'!&".]]]]

2. ESTRATEGIAS2.1. Et!ate&ia de Ma!ca

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N)"(!&a "(!&a!";ia +" -&""&"'cia +" /a&ca# ()-'" )' "'"ici a(a+ "' la

cali+a+ -"&cii+a# &"()l!a+( +" c/i'aci' +" -&"("'!aci'"( /( "la&6a+a(

c');a+a( +" )' )"' -&"ci.

P& ""/-l cl& 'a!)&al "' "%!&ac!# -l* ("/illa.

Ca!-cte! de Ma!ca

Cl&a'!" Na!)&al

Ca!acte!


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2.+. El enBae > e0balae

El "/ala" (" )!ilia c' "l i' +" i'!";&a& a;&)-a& ca'!i+a+"( )'i&/"( +"l

-&+)c! -&!";"&l( +" /a'"&a +i&"c!a# (i/-liica'+# al !i"/-# () /a'".

L( /a!"&ial"( +" "/-a=)" "/ala" (" ("l"cci'a' c' a(" "' la( '"c"(i+a+"(

+"l -&+)c!# /,!+ +" "/-a=)"# &"(i(!"'cia# c(!# +i(-'iili+a+#

"(-"ciicaci'"( +"l c/-&a+ !a&ia( +" l"!" c'(i+"&aci'"( a/i"'!al"(.

La( caa( +" ca&!' (' "l "/ala" &"c/"'+a+ -a&a l( -&+)c!(

a;&i'+)(!&ial"( -&c"(a+(.

C'(i+"&a& !a/i,' =)" !+ "/ala" +"(!i'a+ al c/"&ci i'!"&'aci'al#

c/-)"(! +" -i"a( +" /a+"&a# +"" ("& !&a!a+ !,&/ica/"'!" )/i;a+ c' &/)& +" /"!il c'!a& c' "l ("ll +" c"&!iicaci' +" ENAA.

P& !&a!a&(" +" )' /a!"&ial cl&a'!"# ,(!" +"" "/-aca&(" -&""&il"/"'!" "'

l(a +" -li"!il"' -a&a "*i!a& la -,&+i+a +"l cl&.

E' !,&/i'( ;"'"&al"(# la( ("/illa( a/"&ica'a( (' "/-aca+a( "' (ac( +"

-li"!il"' +" !"i+ i' c) -"( a-&%i/a+ "( +" 50 K;.

El -&+)c! a(i!ic "( "/-aca+ "' (ac( +l"( () -"( a-&%i/a+ "( +" 75

K;.# /i"'!&a( =)" la( a&ica'a( (" "/-aca' "' (ac( ("'cill( +" 80 K;.

Al;)'( i/-&!a+&"( al"/a'"( (lici!a' =)" la( ("/illa( ("a' "/-aca+a( "'

l(a( +" 500 a 1.000 ;&a/(# la( l(a( l)"; +""' ("& "/ala+a( "' caa( =)"

c'!"'+&' +" 10 a 20 l(a(.

E' "l ca( +"l "!i=)"!a+ +"l ca&!' c&&);a+# ,(!" +""& c)/-li& c' la N&/a

$li*ia'a 63292 -&"("'!a& la( (i;)i"'!"( l""'+a(

Z Pa( +" &i;"'

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Z N/&" +" la "/-&"(a

Z N/&" +"l -&+)c!

Z " +"" i'+ica& =)" (" !&a!a +" )' -&+)c! 'a!)&al

Z Cali+a+ +"l -&+)c!.

Pa&a ')"(!& -la' i'icial +" i';&"(a& al /"&ca+ /"+ia'!" )' !"&c"&# "l "'*a(" "(

(i/-l" ("'cill a i' +" ' a)/"'!a& l( c(!( al -&+)c!# a =)" "l c/-&a+&

"( =)i"' +"i'" "l "'*a(" !!al +"l /i(/.

Pa&a la (";)'+a a(" +" ')"(!&a i'!"&'aci'aliaci' "l "'*a(" "'c"&&a& )'

c'c"-! "l";a'!" +"lica+# c/ -& ""/-l l(a( !"lla( +" *i+&i caa(

+" ca&!' &"ciclal"# haci"'+ al)(i' a l 'a!)&al.

El "/ala" -a&a !&a'(-&!" i'!"&'aci'al "( "' caa( +" 100 )'i+a+"( c'&/a+a(

-& -a=)"!"( c/-l"!( +" )'a /i(/a -&"("'!aci'.

2.2. Et!ate&ia de '!ecio

El -&"ci +"l -&+)c! +"-"'+" +" la cali+a+ (i"'+ "l *al& /( a -a&a la(

("/illa(# =)" (";' la cali+a+ ?c'!"'i+ +" ()ci"+a+ !&( /a!"&ial"(@ "(! "'!&"

H] 750 a 2300!.

i"'+ l( c&i(!al"( +" i%i'a "l -&+)c! +" /a& *al& c) -&"ci "( +" H]

107000 la !'"la+a.

I'icial/"'!" )!ilia&"/( la "(!&a!";ia +"l -&"ci -& -"'"!&aci'# -a&a a!&a"& a )'

/a& '/"& +" c/-&a+&"( c'(";)i& -&;&"(i*a/"'!" )'a c)!a +"l

/"&ca+. Al "l"*a& ')"(!&a( *"'!a( &"+)ci&"/( l( c(!( +" -&+)cci'# -"& '

(i;'iica =)" aa&"/( "l -&"ci# ah "( +'+" ')"(!& /a&;"' c/i"'a a c&"c"

"( +"ci& ' !&a(la+a&"/( al cli"'!".

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La i'!"'ci' +" "(!a "(!&a!";ia "( -"'"!&a& +" i'/"+ia! "' ')"(!& /"&ca+

"!i*# i'icial/"'!" a !&a*,( +" )' +i(!&i)i+& "' F"'")"la.

Red*cci#n de coto

R"+)ci& 10> c(!(# "ici"'cia# c'!&l "*al)aci' +" -&c"(( -"&a!i*(

a+/i'i(!&a!i*(.

La )'i+a+ !i- -&-)"(!a# c'!"/-la )'a "(!&)c!)&a +" c(!( /( "ici"'!" =)" la(

"%-l!aci'"( !&a+ici'al"(# a =)" ha )'a &"+)cci' (i;'iica!i*a# !a'! +" c(!(

-&/"+i# c/ +" l( c(!( /a&;i'al"( ?a+ici'al"(@.

$!ecio co0'etitiBo

P&"ci( c/-"!i!i*( F la( /a&ca( /( &"-&"("'!a!i*a( +"l (";/"'!

La +"/a'+a "( ("'(il" al -&"ci# )'a &"+)cci' +" -&"ci (i;'iica!i*a +" ')"(!&

c/-"!i+& -)"+" i'c&"/"'!a& (i;'iica!i*a/"'!" () +"/a'+a# "l cli"'!" ' a(cia

"l -&"ci a la cali+a+.

2.4. Et!ate&ia de canale de dit!ib*ci#n

A c&! -la )!ilia&"/( )'a "(!&a!";ia +" +i(!&i)ci' i'+i&"c!a "( +"ci&

*"'+"&"/( lcal/"'!" /"+ia'!" )' !"&c"& "(!" (" "'ca&;a&a +" la

c/"&cialiaci' !+a( la( ac!i*i+a+"( =)" i'*l)c&" "l /"&ca+ F"'"la'.

A la&; -la )!ilia&"/(`

Canale de co0e!ciali?aci#n

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B)"'!" "la&aci' -&-ia

4. AS$ECTOS TECNICOS DEL $ROECTO

M'i/ *al& a;&";a+

Z "ca+

Z "l"cci'

Z T&illa+

Z E/-aca+

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Z E%!&ac!

Z E'*a(a+

4.1. E%TRACCION DEL COLORANTE.La ("-a&aci' +" la ()(!a'cia c"&(a +" la( ("/illa( (" &"alia +" +( /a'"&a( la

-&i/"&a# al -'"& la( ("/illa( "' ()ici"'!" a;)a hi&*i"'!" -& "(-aci +" 6 h&a(

/"'(# (" ac"l"&a "(!" +"(-&"'+i/i"'! a;i!'+l c' )'a c)cha&a !& +" /a+"&a

ha(!a =)" la( ("/illa( =)"+"' la'ca( (" c)"la "l l=)i+ !"'i+ +" l (/"!" al

a +" Ma&a -a&a "*a-&a& "l "%c"( +" a;)a =)"+a'+ "' "l '+ +"l &"ci-i"'!" )'

&"(i+) ()(!a'cia =)" (" a;l)!i'a& "'!&" ( (";' la c'(i(!"'cia =)" l" haa +a+ "l

-"&a+&. D"(-),( +" "(!a -"&aci' (" /l+"a "l -&+)c! +" la &/a /(

c'*"'i"'!" /( ac"-!a+a -& "l c'()/i+&. La (";)'+a /a'"&a "( =)" (";' la

ca'!i+a+ +" ("/illa =)" (" -';a "' )' &"ci-i"'!" (" l" a;&";a a;)a 1


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