Planeamiento estratégico de la industria peruana del pisco y ron
Date
2017-07-17
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Publisher
Pontificia Universidad Católica del Perú
Abstract
El principal objetivo del presente Plan Estratégico de la Industria Peruana del Pisco y
Ron es el de contribuir en el desarrollo de esta industria para lograr rentabilidad, generación
de empleo y promover el desarrollo económico del país. Esta industria presenta problemas
como el bajo índice de productividad por hectárea, que tiene como consecuencia mayores
costos de producción frente a sus competidores regionales; pero también tiene grandes
oportunidades para su desarrollo, como el crecimiento del consumo de bebidas alcohólicas a
nivel global hacia el 2025, especialmente en Asia, Oceanía y Europa del Este, además del
crecimiento de la clase media global en estas regiones.
Se propone posicionar a la industria como líder en América del Sur el 2027, siendo
reconocida a nivel global por su productividad, competitividad y alta rentabilidad. La
rentabilidad de la industria será de 30%, actualmente es de 17%; las ventas, por su parte,
serán de USD 1,400 millones, un gran aumento considerando que, actualmente, son de USD
77 millones; por último, la industria empleará a 14,000 personas, actualmente genera 620
puestos de trabajo directo.
Seguidamente, luego de un profundo análisis del entorno e intorno, se han establecido
estrategias para lograr la visión planteada, además, alineados a los objetivos de largo plazo,
se han definido hitos a corto plazo así como las políticas, estructura y recursos. Finalmente,
para medir y controlar el logro de los hitos del plan estratégico, se desarrolló el Cuadro de
Mando Integral, tomando en consideración la perspectiva financiera, del cliente, de los
procesos internos y aprendizaje de la industria
The main objective of this Strategic Plan for the Industry of Pisco and Rum is to contribute to the development of this industry to achieve profitability, generate employment and contribute to the economic development of the country. This industry presents problems as the low rate of productivity per hectare, which results in higher production costs compared to its regional competitors; but it also has great opportunities for its development as global consumption of alcoholic beverages by 2025 especially in Asia, Oceania and Eastern Europe, in addition to the growth of the global middle class in these regions. It aims to position the industry as a leader in South America in 2027, being recognized globally for its productivity, competitiveness and high profitability. The profitability of the industry will be 30%, currently it is 17%. Sales will be USD 1.4 billion, currently USD 77 million. The industry will employ 14,000 people, currently employing 620 direct jobs. Finally, after deep internal and external analysis, strategies have been established to achieve the vision proposed, in addition to the long-term objectives, short-term milestones as well as policies, structure and resources have been defined. Finally, in order to measure and control the achievement of milestones in the strategic plan, the Integral Scorecard was developed, taking into account the client's perspective, financial, internal processes and learning
The main objective of this Strategic Plan for the Industry of Pisco and Rum is to contribute to the development of this industry to achieve profitability, generate employment and contribute to the economic development of the country. This industry presents problems as the low rate of productivity per hectare, which results in higher production costs compared to its regional competitors; but it also has great opportunities for its development as global consumption of alcoholic beverages by 2025 especially in Asia, Oceania and Eastern Europe, in addition to the growth of the global middle class in these regions. It aims to position the industry as a leader in South America in 2027, being recognized globally for its productivity, competitiveness and high profitability. The profitability of the industry will be 30%, currently it is 17%. Sales will be USD 1.4 billion, currently USD 77 million. The industry will employ 14,000 people, currently employing 620 direct jobs. Finally, after deep internal and external analysis, strategies have been established to achieve the vision proposed, in addition to the long-term objectives, short-term milestones as well as policies, structure and resources have been defined. Finally, in order to measure and control the achievement of milestones in the strategic plan, the Integral Scorecard was developed, taking into account the client's perspective, financial, internal processes and learning
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Planificación estratégica
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