PEST ANALYSIS

1. Political analysis

Ethical Marketing:
The institution to control the restrictions on advertising and promotion
isINDECOPI, this institution is responsible for consumer protection and
management of legal restrictions on advertising.
The law restricts the ethics of marketing is "protection against misleading and
abusive advertising, coercive and unfair business methods, as well as against
practices and abusive clauses or those imposed in the supply of products and
services."
Despite these restrictions there are many companies that fail, and today we
can see a lot of deceptive, misleading and unfair advertising. Etas companies
can be reported and paid heavy fines.
Political enviroment
Currently we have political stability, but the next elections will be the new
president, this will bring a high level of uncertainty, the new changes that can
be made with regard to laws, rules and restrictions.
On the other hand the current government does not have the acceptance of
the majority of the people, which brings strikes, marches and protests by the
people, ie the almost "Tia Maria" in Arequipa, many protests took place for this
mining project .
Changes in taxes, one of the major changes is "the rate of income tax of
enterprises" in 2014 was 30%, but decreased in 2015 by 28%. It will continue
to decline to 27% in 2018, 26% in 2019. Therefore the corporate tax decrease
annually.
Economical political:
Our country is open to imports and exports market, there are policies to
support small exporters, and for example PROMPERU is the institution in charge
of promoting and increasing exports.
Companies governed the price of the products according to the law of supply
and demand, the government places restrictions on prices.
Currently, Peru's GDP has not grown as in previous years, this has been stalled
the last two years GDP growth has been about 2.0%, to this we must add the

stronger dollar, in our country, the dollar has increased to S / 3.22, unlike the
previous year was S / 2.85. The rise of the dollar directly affects many
companies, since imported products have a higher cost, it finally reaches the
consumer, who is most affected.

Influence of goverment of laws:

The current government has never had a majority in Congress therefore had no
laws were accepted. On the other hand, the population does not approve the
current government. The parties that are against the current government help
the stability of the state.
2. ECONOMIC

GDP:
The gross domestic product of Peru in 2014 has grown by 2.4% compared to
2013. This is a rate lower than 34/10 of this year, when it was 5.8%.

In 2014 the GDP figure was 152 657 M. , which Peru's economy is number 53
in the ranking of the 196 countries for which published the GDP. The absolute
value of GDP in Peru grew 1,870 M compared to 2013.The per capita GDP of
Peru in 2014 was 4,961, 3 less than in 2013, when it was 4,964. To see
the evolution of GDP per capita is interesting to look a few years back and
compare these data with those of 2004 when the GDP per capita was 2,004 in
Peru.
If we order the countries that publish according to their per capita GDP, Peru is
in the position 92 of the 196 countries that publish this data.

Unemployment
The economic slowdown impacts employment. Between January and March
2015, the unemployment rate stood at Lima 7%, up from 6.9% in the quarter
between December 2014 and February 2015.
In absolute figures, there are 351 thousand 300 people actively seeking work.
Of the total unemployed, 56.2% (197 000 300) are women and 43.8%
(154,000) men.
Tax package
Amidst this scenario, the House of Congress approved in first vote the bill
submitted by the Executive which seeks to use more tax revenue this year and
expand the fiscal deficit for the years 2016 and 2017.

INFLATION

The per capita GDP is a good indicator of the quality of life and in the case of
Peru, in 2014, was $ 6,596 dollars, which is ranked 92 in the table, so its
citizens are, according to this parameter a very low level of life in relation to
the rest of the 196 countries.
As the Human Development Index or HDI Peru, which produces the United
Nations to measure the progress of a country, it was 0.737 points in 2013,
which was ranked at 82 in the table of 186 countries published.
If the reason to visit Peru is business, it helps to know is in the 35th place in the
Doing Business of the 189 that make up this ranking, which ranks countries
according to the ease of doing business offer. Regarding Perception Index
Corruption in the public sector in Peru has been 38 points, which was placed in
the position 91 of the 174 published in this ranking, in countries where there is
less perception of corruption They occupy the top positions.
http://www.datosmacro.com/paises/peru

3.SOCIAL ANALYSIS
The mortality rate has declined from Peru in 2004 it was 6.29% in 1000
habitants at 2014 is 5.99
Countr 200 200
y
0
1
Per

200 200
2
3

200 200 200

4
5
6

200 200
7
8

200 201
9
0

201 201
1
2

201
3

201
4

5,84 5,78 5,74 5,69 6,29 6,26 6,23 6,21 6,16 6,14 6,13 5,93 5,95 5,97 5,99

The birth rate in Peru has also decreased in 2004 and was 21.27 in 2014 to
18.57
Count 200 200 200
ry
0
1
2
Per

24,4
8

200
3

200
4

200
5

200
6

200
7

200
8

200 201 201

9
0
1

23, 23,3 22,8 21,2 20,8 20,4 20,0 19,7 19,3

9
6
1
7
7
8
9
7
8

19

201
2

201
3

201
4

19,4 19,1 18,8 18,5

1
3
5
7

The unemployment rate in our country has been a noticeable change in 2004
was 9.7 and 3.6 in 2012, it means that more population has employment
benefits.
Country 2000 2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012
Per

7,7

7,7

9,4

9,7

9,6

7,6

7,2

8,1

8,1

7,9

7,9

3,6

Fuente: http://www.indexmundi.com/
In the past four years, the inequality index has decreased by 7%, this due to
the sustained growth that Peru has experienced a period economically for 10
long years until today.

Young people in Peru have shown much power to achieve the repeal of the
PULPIN LAW

4. TECHNOLOGYCAL FACTOR
It is difficult for the institutions to adopt these changes at the same pace of
development due to cost and availability of qualified human resources.
In the case of increase in the improvement of processes, the effect is a
reduction of time and better jobs for workers.
-The impact of new technologies
-The impact and speed of technology transfers
-The size of investments in research and technological development
interoperability
-Technological obsolescence
-The automation of production processes services
-Incentives for technological modernization

In 2013, 70% of the computers were changed because consumers wanted a

more modern or technological innovations that they had set.
Technological: technological factors include aspects such as R & D, automation,
technology incentives and the rate of technological change. They can
determine the barriers to entry, the minimum level of production and
eventually motivate efficient to outsource certain tasks and decisions
("outsourcing"). Moreover, changes in technology can affect costs and quality,
thus giving rise to innovation.