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Plan De Exportación De Fruta Deshidratada Hacia El Mercado Japonés”

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Plan De Exportación De Fruta Deshidratada Hacia El Mercado Japonés” UNIVERSIDAD DE EL SALVADOR FACULTAD DE CIENCIAS ECONÓMICAS ESCUELA DE MERCADEO INTERNACIONAL “PLAN DE EXPORTACIÓN DE FRUTA DESHIDRATADA HACIA EL MERCADO JAPONÉS” GRADUANDOS: KRIZZYA ARELÍ ALEGRÍA ALVARENGA NANCY LILIANA MORALES PICHINTE LORENA APOLONIA PÉREZ GUTIÉRREZ PARA OPTAR AL GRADO DE: LICENCIADA EN MERCADEO INTERNACIONAL DOCENTE ASESOR: LIC. EDWIN DAVID ARIAS MANCÍA MAYO DE 2016 SAN SALVADOR EL SALVADOR CENTROAMÉRICA AUTORIDADES UNIVERSITARIAS Rector Interino: Lic. Luis Argueta Antillón. Vicerrector Administrativo Ing. Carlos Villalta. Interino: FACULTAD DE CIENCIAS ECONÓMICAS Decano: Lic. Nixon Rogelio Hernández. Vicedecano: Lic. Mario Wilfredo Crespín Elías. Secretario: Msc. José Ciriaco Gutiérrez Contreras. Administrador Académico: Lic. Edgar Medrano. Coordinador de la Escuela Lic. Miguel Pineda. de Mercadeo Internacional : Docente Asesor: Lic. Edwin David Arias Mancia. Coordinador de Seminario: Msc. Carlos Silfredo Molina. AGRADECIMIENTOS Agradezco primeramente a Dios por haberme otorgado una familia maravillosa, quienes siempre han creído en mí; dándome ejemplo de superación, humildad y sacrificio; enseñándome a valorar todo lo tengo y a luchar por lo que no tengo, y deseo. También agradezco a todos los docentes que me guiaron a lo largo de mi carrera ya que ellos son los mentores quienes me ayudaron a crecer y a formarme como profesional. A todos ellos dedico el presente trabajo porque han fomentado en mí el deseo de superación y de triunfo en la vida. Lo que ha contribuido a la consecución de este logro. Espero siempre contar con su valioso e incondicional apoyo. Nancy Morales. Primeramente a Dios por darme la sabiduría necesaria para culminar esta meta, a mis padres Nelson Alegría y Jesús de Alegría y mis hermanos Yansy Alegría e Irving Alegría, por la paciencia, apoyo y amor que me han brindado en cada paso de mi vida, y por impulsarme de sobremanera a luchar por mis sueños, dándome el mayor ejemplo de humildad y perseverancia. A mis compañeras, amigas y ahora colegas: Lorena Pérez y Nancy Morales, con quienes hemos recorrido de principio a fin este largo pero interesante camino, superando juntas cada dificultad y celebrando cada logro. Y a todas las personas amigos(as), familiares, docentes y asesor Lic. Edwin Arias, que directa o indirectamente han tenido a bien ayudarme para mi formación como ser humano y profesional. Krizzya Alegría. Agradezco a Dios por brindarme la fortaleza y sabiduría necesaria para alcanzar mis objetivos, a mi Padre Sergio Pérez y en especial a mi madre Lorena Gutiérrez por confiar, creer en mí y en mis expectativas, por los valores y principios que me inculcaron, que me hacen ser quien soy, a mi hermana Beatriz que representa una bendición en mi vida, a mi novio Alexander Rivas y su familia que de una u otra forma me han apoyado incondicionalmente en el transcurso de todo este proceso. A mis amigas Krizzya Alegría y Nancy Morales por formar parte de mi vida, por todo su cariño, me siento afortunada de haberlas conocido y culminar esta meta juntas. A demás amigos(as), Familiares, docentes y asesor de tesis Lic. Edwin Arias Mancía por sus conocimientos y orientaciones brindadas durante el período que ha durado este trabajo de investigación. Lorena Pérez. INDICE RESUMEN EJECUTIVO……………………………………………………………………. i INTRODUCCIÓN……………………………………………………………………………. iii CAPÍTULO I MARCO TEÓRICO SOBRE PLAN DE EXPORTACIÓN E INDUSTRIA DESHIDRATADORA DE FRUTA…………………………………………… 1 I. MARCO TEÓRICO………………………………………………………………………… 2 A. Comercio Internacional………………………………………………………………… 2 1. Definición de comercio internacional…………………………………………………….. 2 2. Importancia del comercio internacional………………………………………………….. 3 3. Beneficios del comercio internacional……………………………………………………. 4 4. 4. Comercio en El Salvador……………………………………………………………….. 4 B. Generalidades de las exportaciones e importaciones…………………………… 7 1. Exportaciones………………………………………………………………………………. 7 2. Importaciones………………………………………………………………………………. 8 3. Regímenes aduaneros…………………………………………………………………….. 9 C. Plan de Exportación……………………………………………………………………. 12 1. Definición de Plan de Exportación……………..………………………………………… 12 2. Funciones de un Plan de Exportación…………………………………………………. 13 3. Importancia de un Plan de Exportación…………………………………………………. 13 4. Contenido del Plan de Exportación…………………………………………………….. 14 4.1 Descripción de la industria………………………………………………………………. 14 4.2 Descripción del producto………………………………………………………………… 14 4.3 Descripción del Mercado Japonés……………………………………………………. 15 4.4 Fuentes de financiamiento…………………………………………………………….. 15 4.5 Formas de pago internacional y reducción del riesgo………………………………. 16 4.6 Términos de negociación internacional………………………………………………. 16 4.7 Regulaciones no arancelarias…………………………………………………………. 16 4.8 Documentos y trámites de exportación………………………………………………. 16 4.9 Logística y transporte…………………………………………………………………….. 17 4.10 Regulaciones arancelarias…………………………………...………………………… 17 4.11 Anexos……………………………………………………………………………………. 17 D. Industria deshidratadora de fruta…………………………………………………….. 18 1. Definición de fruta deshidratada………………………………………………………….. 18 2. Características de la fruta deshidratada…………………………………………………. 19 3. Beneficios que brinda la fruta deshidratada en la salud………………………………. 19 4. Proceso de deshidratación de fruta……………………………………………………… 20 4.1 Descripción del proceso de deshidratado de fruta……………………………………. 22 4.2 Flujograma específico del proceso de deshidratación de fruta……………………. 24 II. MARCO HISTÓRICO…………………………………………………………………….. 26 A. Antecedentes de la industria de deshidratación de fruta en El Salvador………….. 26 B. Instituciones públicas y privadas que contribuyen a la Industria del procesamiento de fruta en El Salvador……..………………………………………………………………… 29 C. Evolución de las exportaciones de fruta deshidratada en El Salvador…………….. 33 D. Relaciones diplomáticas entre El Salvador y Japón………………………………… 36 III. MARCO LEGAL…………………………………………………………………………… 38 A. Acreditación de exportador en El Salvador……………………………………………. 38 B. Instituciones que apoyan las exportaciones en El Salvador…………………………. 42 C. Leyes que regulan las importaciones de fruta deshidratada a Japón………………. 48 D. Sistema Generalizado de Preferencial (SGP)………………………………………… 53 IV. MARCO CONCEPTUAL…………………………………………………………………. 54 A. Recuento de conceptos y categorías…………………………………………………. 54 CAPITULO II. GENERALIDADES DE LA INDUSTRIA DEL DESHIDRATADO DE FRUTA EN EL SALVADOR Y ANÁLISIS DEL MERCADO JAPONÉS, PLANTEAMIENTO DEL PROBLEMA, DISEÑO DE LA INVESTIGACIÓN, INSTRUMENTO DE RECOLECCIÓN DE DATOS E INTERPRETACIÓN DE LOS RESULTADOS………………………............................................................................... 66 A. Análisis situacional………………………………………………………………………. 66 1. Generalidades de la industria del deshidratado………………………………………. 66 2. Identificación del problema……………………………………………………………… 69 3. Enunciar el problema………………………………………………………………………. 71 3.1 Planteamiento del Problema…………………………………………………………… 71 4. Descripción del diagnóstico FODA de la industria…………………………………… 71 4.1. Análisis Interno…………………………………………………………………………… 71 4.2. Análisis Externo………………………………………………………………………….. 75 5. Conclusión del Diagnostico situacional………………………………………………… 79 B. Análisis PEST del mercado de Japón………………………………………………… 80 1. Factor Político………………………………………………………………………………. 80 1.1 Poder Ejecutivo…………………………………………………………………………… 81 1.1.1 La función del Emperador Japonés………………………………………………...… 87 1.2 Poder Legislativo (Dieta Nacional)…………………………………………………...…. 87 1.2.1 La Cámara de Consejeros……………………………………………….…………... 87 1.2.2 La Cámara de Representantes……………………………………………………….. 88 1.3 Poder Judicial……………………………………………………….…………………….. 89 1.4 Política Exterior……………………………………………………...……………………. 90 1.5 Política Comercial………………………………………………………………………… 100 1.6 Proteccionismo…………………………………………………………….……………… 104 2. Factor económico……………………………………………………………….………….. 104 2.1 Tipo de cambio con respecto al dólar…………………………………………...……… 107 3. Factores sociales……………………………………………………………………….….. 108 3.1 Demografía…………………………….………………………………………………….. 108 3.2. Salud, educación y seguridad………………………………………………………….. 110 3.2.1 Salud…………………………………………………………………………………… 110 3.2.2 Educación………………………………………………………………………………. 110 3.2.3 Seguridad………………………………………………………………………………. 111 3.3 Renta per cápita (PPA)………………………………………………………………….. 112 3.4. Estilo de vida del japonés………………………………………………………………. 112 3.5. Comportamiento en el consumo de fruta deshidratada……………………………… 113 4. Factor tecnológico………………………………………………………………………….. 114 5. Conclusión del análisis PEST…………………………………………………………….. 116 C. Investigación de campo…………………………………………………………………… 118 1. Diseño de la investigación………………………………………………………………… 118 2. Objetivos de la investigación……………………………………………………………… 119 2.1 Objetivo general……………………………………………………………..……………. 119 2.2. Objetivos específicos……………………………………………………………………. 119 3. Fuentes de información……………………………………………………………………. 120 3.1. Información primaria……………………………………………………………………... 120 3.2. Información secundaria………………………………………………………………….. 121 4. Tipo de investigación………………………………………………………………………. 123 4.1. Tipo de enfoque………………………………………………………………………….. 124 4.2. Método científico…………………………………………………………………………. 124 5. Unidades de análisis……………………………………………………………………….. 124 6. Universo y muestra poblacional………………………………………………………… 125 6.1 Universo…………………………………………………………………………………… 125 6.2 Muestra Poblacional……………………………………………………………………. 126 6.2.1 Tipo de muestreo……………………………………………………………………….. 126 6.2.2 Tamaño de la Muestra…………………………………………………………………. 126 6.2.3 Clasificación de la muestra poblacional…………………………………………….
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