Business Consulting Luker Chocolate
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Date
2021-09-27
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Pontificia Universidad Católica del Perú
Abstract
Luker Chocolate es una unidad de negocio de la empresa CasaLuker que comenzó su proceso de internacionalización hace diez años con el objetivo de posicionar el cacao fino de aroma colombiano y de impactar positivamente a las comunidades cacaoteras fomentando el desarrollo agrícola del país. Esta consultoría tuvo como objetivo la identificación de los problemas que enfrenta Luker Chocolate para así explotar la oportunidad de negocio más conveniente para la compañía y de esta forma proponer una solución que permita continuar con su plan de crecimiento sostenible.
Dentro de los hallazgos encontrados se observó una alta dependencia de los mercados de Estados Unidos y de Europa, haciendo evidente la necesidad de desarrollar planes concretos de expansión a nuevos mercados internacionales, específicamente al mercado asiático. El conocimiento de la compañía sobre la región de Asia es mínimo, debido a que su acercamiento ha sido netamente reactivo, razón por la cual se realizó una investigación de mercado con fuentes secundarias con el propósito de identificar cuál de los países evaluados sería el más recomendable para hacer el ingreso, así como a que canal se debe ingresar. De esta forma, se identifica a China como el país con mayores probabilidades de éxito y se selecciona a Shanghái como ciudad para comenzar la expansión como mercado piloto desarrollando la estrategia comercial y de mercadeo bajo el modelo del marketing mix. La evaluación financiera del proyecto se realizó contemplando tres escenarios. El pesimista no es atractivo en el corto y mediano plazo, sin embargo, con el medio y el optimista se logra punto de equilibrio en el tercer y segundo año respectivamente y al finalizar el sexto año, para el escenario medio, se lograría un valor presente neto de $2,457 millones de pesos Colombianos con una tasa interna de retorno del 32.2%, y en el escenario optimista se lograría un valor presente neto de $5,991 millones de pesos colombianos con una tasa interna de retorno del 66.8%, haciendo el proyecto viable.
Luker Chocolate is a Business unit of CasaLuker company that began its internationalization process ten years ago with the aim of positioning Colombian fine flavor cocoa and with the commitment to impact positively the cocoa communities where they work by promoting the country's agricultural development. The objective of this consultancy was to identify the problems faced by Luker Chocolate in order to identify the most convenient business opportunity for the company and thus propose a solution that allows it to continue with its sustainable growth plan. Among the findings found, a high dependence on the markets of the United States and Europe was observed, making evident the need to develop concrete expansion plans to new international markets, specifically the Asian market. The company's knowledge of the Asian region is minimal, because its approach has been clearly reactive, which is why a market research was carried out with secondary sources in order to identify which of the evaluated countries would be the most recommended for make the entry, as well as which channel to enter. In this way, China was identified as the country with the greatest probability of success and Shanghai is selected as the city to begin the expansion as a pilot market, developing the commercial and marketing strategy under the marketing mix model. The financial assessment of the project was carried out considering three scenarios. The pessimistic is not attractive in the short and medium term, however with the medium and the optimistic one breakeven is achieved in the third and second year respectively and at the end of the sixth year for the medium scenario a net present value of $ 2,457 million Colombia pesos would be achieved. with an internal rate of return of 32.2%, and in the optimistic scenario, a net present value of $5,991 million would be achieved with an internal rate of return of 66.8%, making the project feasible.
Luker Chocolate is a Business unit of CasaLuker company that began its internationalization process ten years ago with the aim of positioning Colombian fine flavor cocoa and with the commitment to impact positively the cocoa communities where they work by promoting the country's agricultural development. The objective of this consultancy was to identify the problems faced by Luker Chocolate in order to identify the most convenient business opportunity for the company and thus propose a solution that allows it to continue with its sustainable growth plan. Among the findings found, a high dependence on the markets of the United States and Europe was observed, making evident the need to develop concrete expansion plans to new international markets, specifically the Asian market. The company's knowledge of the Asian region is minimal, because its approach has been clearly reactive, which is why a market research was carried out with secondary sources in order to identify which of the evaluated countries would be the most recommended for make the entry, as well as which channel to enter. In this way, China was identified as the country with the greatest probability of success and Shanghai is selected as the city to begin the expansion as a pilot market, developing the commercial and marketing strategy under the marketing mix model. The financial assessment of the project was carried out considering three scenarios. The pessimistic is not attractive in the short and medium term, however with the medium and the optimistic one breakeven is achieved in the third and second year respectively and at the end of the sixth year for the medium scenario a net present value of $ 2,457 million Colombia pesos would be achieved. with an internal rate of return of 32.2%, and in the optimistic scenario, a net present value of $5,991 million would be achieved with an internal rate of return of 66.8%, making the project feasible.
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Consultores de empresas, Cacao--Industria y comercio
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