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Aguilar Pulido Jorge Luis: Code: 1521023994

Negrete Carrillo Juan Felipe: 1810010892

García Maritza: 1919119669

Rodríguez Suarez Juan Nicolás: 1520010008

Rendon Cubides Ricardo Andrés: 0910012824

Tutor

LAURA KATERINE TORRES FORERO

May 09, 2021

1
Content
Type of product....................................................................................................................3

Benefits of blueberry as raw material...........................................................................4

Blueberry Beer..............................................................................................................4

Chosen product: Colombian blueberry beer.................................................................5

Data sheet.............................................................................................................................6

Justification of the chosen product.......................................................................................7

Country Destination..............................................................................................................8

Justification of the chosen product and country based on marketing research...............10

Branding and advertising....................................................................................................15

Justification Branding and advertising...........................................................................17

Distribution strategy...........................................................................................................18

Packaging process and packaging, types of packages and International packaging..........19

Shipper Responsibilities.................................................................................................20

Operator's responsibilities. (IATA, 2020)......................................................................21

Air Transport Document: Aerial Guide (Airway Bill - Awb)............................................24

Distribution channel...........................................................................................................25

Incoterms........................................................................................................................25

Advantages and added value...........................................................................................27

Distribution chain specifications....................................................................................27

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 Preparation of goods...................................................................................................29

Tax stamps as an essential requirement for the passage of our merchandise to the

united states.............................................................................................................................29

Requirements chosen according to to export to the U.S.:...........................................29

Justification Distribution Chain......................................................................................30

References..........................................................................................................................31

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 Type of product

The type of product to be selected is a consumer good because it is consumed quickly or

immediately, it also belongs to the alcoholic beverage industry, it can also be considered as a

commodity with the exception that it can only be consumed by adults and due to its attributes in

its substance it will cover a demographic environment or a young population as we will show

later.

Benefits of blueberry as raw material

According to studies conducted by the Javeriana University and data provided by

Asocolblue, in tests carried out with extracts and juices based on blueberry, determine a high

antioxidant capacity and antitumor effect, also highlight its low-calorie content and anti-

inflammatory properties (Asocolblue, 2016)

Similarly, the University of Laval in Quebec, Canada, supports the results of studies on

the antioxidant properties of blueberries and their importance for gum disease (International

blueberry organization, 2019).

Blueberry Beer

With this product we seek to offer an economic alternative, varied and with natural

properties, a proposal with very little competition worldwide and of course in the United States,

we can take it to certain market niches also cover already established markets, on the other hand,

Colombia has had a very large growth in terms of craft beer considering the large brewing

companies, Colombia has important treaties with the United States such as the FTA (ITC, 2019).

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 According to trade map statistics, Colombia exports approximately one third of malt beer

exports to the United States and this indicator is decreasing, another sign of the opportunity for

participation and positioning of an unusual beer such as cranberry beer (ITC, 2019).

Beer consumption is higher in summer, having an approximate duration of 4 months

between June and September, however in states such as Texas, Florida, Colorado and California

where the weather is warm most of the year and where there are many music festivals and spring

break celebrations, the product could be concentrated to a greater extent and encourage the

consumption of beers with better properties than those mentioned below (Visa, 2017).

Chosen product: Colombian blueberry beer

Blueberry beer: this beer contains a medium alcohol content, so it is usually directed to

countries such as the United States, Germany, France and Hungary.

We are going to export this cranberry beer to the United States, because Colombia has

great benefits due to the free trade agreement with the United States. Therefore, it should be

known that the United States receives a total of 42% of Colombian exports, in which this FTA

benefits Colombia in a large portion in tariffs, thus seeking to generate economic growth,

supported in the main geopolitical and economic conditions that are both nations, where it can be

if there is a figure close to 315 million consumers. In the same way this FTA benefits the

mypymes because they will be favored in the agreement, this makes the market more

competitive, and we achieve that this ColBeer beer is positioned in the United States.

[ CITATION Exp21 \l 2058 ] To know this, we must also understand, that this product is exported

to the USA since almost two thirds of the citizens prefer to drink beer, that is 74% of the

population, since there are studies that say that the inhabitants drink at least 6 days a week

because for them this drink is the most chosen at mealtime [ CITATION Exp19 \l 2058 ]

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Data sheet

Category Description
Name: ColBeer - Colombian Blueberry
Beer
Style: Indian Pale Ale
Color: 33 EBC
Bitterness: 60 IBU
Alcohol by volume: 7.6% Vol (ABV)
CO2: 2.6 Belgian Lambic
Description: Dark colored beer, made with a
mixture of blueberries and dark
malts, with a high level of
fermentation and light and smooth
body.
Production process: The blueberries and grains are
ground; In the maceration process they are
mixed with water to produce the starch of
barley malt and blueberries, which is later
converted into sugars. After this process,
the impurities, produced by the residues of
the grains and blueberries, are eliminated,
thus producing a clean beer juice (must)
which is brought to a boil, a process in
which lupulin, an extract obtained from the
dried flowers of the hop fruit, is added.
Hops, essential for the characteristic aroma
and bitterness of the beer, also helps its
natural preservation. After the boiling
process, a sterilized malt is left to refine at
23º C, causing beer yeasts to develop.
Triple fermentation: During the first fermentation,
sugars are converted into alcohol, through
the rotation process that takes 8 days, and it
is generated in the vats with controlled
temperatures. Once this process is finished,
the temperature of the malt is lowered to
2ºC to extract the yeast. The second
fermentation is carried out at rest in a vat at
a temperature of 8ºC for 10 days,
increasing the alcohol level in the beer and
preparing it for bottling. The third
fermentation is done with the bottled beer;
for this process, the beer is classified, and
sugar is later added to feed the yeast. This
fermentation takes place in a room that is

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 at 20ºC so that the beer ferments correctly
for a period of 6 weeks and reaches the
correct degree of alcohol.
Presentation: 33 cl.
To be served at the temperature of: Less than 9°C
Gastronomy: To be accompanied with meats
Ingredients and Allergens: Blueberry Extracts - Aromatic Malt
- 2-row Malt - White Wheat Malt -
Centennial Hops - Cascade Hops - Irish
Moss - Indian Pale Ale Yeast - Honey.

Justification of the chosen product

This product was selected due to the high consumer demand, as it is a product of high

acquisition for any type of activity or event, in turn due to its high consumption in young people

of legal age and adults.

In addition, it would be a great opportunity to potentiate this product with a Colombian

brand internationally, especially in the United States due to the advantages and benefits that we

have in this country under the FTA (Free Trade Agreement). Being one of the countries that

imports and consumes beer the most, with a market of great territorial expansion, population and

high purchasing power.

But the variety and added value that would serve to enhance, publicize and in which an

innovative and unusual factor of the product was considered would be a blueberry beer.

Evaluating its properties and the fusion it would have with beer, it would generate a great

attraction and interest on the part of consumers to have an alcoholic fruity craft beer, that

provides health benefits thanks to its components and ingredients like:

Antioxidants, minerals like phosphorus, silicon, potassium, B vitamins, preventing

insomnia, reducing the possibility of suffering heart attacks, preserving healthy kidneys,

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avoiding cardiovascular diseases and the improving it, as long as the consumption of beer be

moderate and responsible.

The choice and development of this product demonstrates the great impact and beneficial

contribution to people's health, it will also be a companion for any activity or meal, as a

component of entertainment, fun and relaxation for the target audience, which we consider

essential to implement this product that allows the satisfaction of consumer needs, providing

quality, presentation and satisfaction of the product.

Country Destination

Country to UNITED STATES OF AMERICA

Export
Capital Washington D.C
Chosen In this part of the project, we decided to choose a
Logistic Market blueberry beer that is a new innovate product created in Colombia
the idea is to do all strategic logistic could export this product to
United States.
Flag

Governmen Presidentialism and Federation country, Liberal

t and Politics Democracy, Federal and Constitutional Republic.

Population 328.461.000 people, USA is a very population country

around the world, 33 habitants per km2
Head of Joe Biden
state
Legalities
The legal implications and consequences of transportation
and logistics agreements are two of the objectives that require an
explanation of the domestic and international laws that govern the
movement of goods across U.S. state and international borders.
These laws are important for every shipper, receiver, importer,
exporter and carrier, as well as for transportation intermediaries,
consultants and lawyers, because they delimit the terms under
which goods are shipped and the rights and responsibilities of the
parties to such arrangements. In this case it is important to know

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 about this legal condition in order to import our blueberry beer in
the USA, we want to make the process through the FTA where an
international trade is made and obtain more information about
taxes and customs requirements to follow the export and import
procedure of the product from Colombia to the United States
(trid, 2004).
GDP USA The United States is the first economy in the world in
GDP volume, its public debt in 2019 was 20,825,203 million
euros, its debt is around 108.68% is the most indebted country in
the world.
GDP in 2020 fell by 3.5% based on last year, the change
was 2.2%, in 2020 GDP was 18,328,576 million euros and the
total value of GDP fell 816,757 million euros compared to 2019.
(econometrics, 2021)
GDP PER The United States reported a debt per capital of 63,341
CAPITA euros per capita, has a good indication of standard of living since
in 2020 GDP per capita was 55,801 euros and ranked eighth in
the ranking and the population a good life in relation to the 196
countries in the GDP per capital score. (economicos, 2021)
Human The HDI (human development index) reported by the UN,
development index to measure a country's progress indicates that Americans are
among those with the best quality of life. (economics, 2021)
Doing The U.S. ranks eighth out of 190 countries in the ranking
Business for ease of doing business (economics, 2021).
Technology Technology in the U.S. is one of the most important since
and Environment the U.S. is a leader in telecommunications technology such as
websites, cell phones and computers. (expansion, 2021)
The U.S. environment currently has many campaigns
where they focus on promoting clean energy and climate change
solutions, keeping toxic and risky technologies out of the food
Americans eat and the products they use in their daily lives, in
order to protect marine ecosystems and the people who live and
work near them (group, n.d.).
Financial The U.S. financial system is undergoing a period of
market considerable change. Important long-term trends include the
growing importance of securities markets, the increasing
institutionalization of investment, and the greater integration of
the U.S. financial system with international financial markets in
general and with other U.S. financial markets.
The elimination of foreign exchange risk and the lifting of
foreign restrictions have occurred in three stages
1. increased security of the markets.
2. institutionalization of investment
3. European and international integration.
Foreign The most recent value of foreign direct investment in the

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 Direct Investment United States was 78,476,000,000 in 2018. United States over the
last 48 years maintain a value and was fluctuated between 2018
with 523,890,000,000 in 2007. That shows the increase over the
years of FDI and could improve each time the GDP in the United
States. (direct, 2021)
In 2019 the IMPORTS in united states increased by 3.64%
in this year imports were 25,684,069 million dollars, USA is the
export to use from country that imports more in the world ranking, about BLUE
BEER that the product that we want to EXPORT from Colombia
Colombia the to USA, USA imported beer in 2017 for 24,029 million liters of
beer and 4021 was IMPORTED in other words in USA beer
blueberry beer IMPORTS represent 16. 7% of the total beer consumed, in this
case we think that EXPORTING blueberry beer would be a good
option in USA because the FTA that USA has with Colombia
gives the option to export this product without taxes and customer
requirements, on the other hand reviewing the information about
the US IMPORTS we realize that beer is one of the most popular
products imported by USA to another part of the world and it
could be a good option to start promoting blueberry beer. (ICEX,
2019)

Justification of the chosen product and country based on marketing research

This product has been selected because of its innovation, since it represents the entry into

a foreign market from something that is not usually seen, as well as its natural properties which

make it attractive to the young public, which as we have seen previously tend to consume fruitier

drinks and since the consumption of bitter alcoholic beverages is being left aside by the trend

towards craft beverages.

On the other hand, the selected country was adopted for its political stability, enjoy rapid

economic growth and good geopolitical relations that has enjoyed with Colombia throughout

history, in turn is added to be one of the largest importers of beer in the world and as previously

emphasized that its tendency to favor a craft beverage market, but above all it is a country that

after its continuous festivals tends to consume large amounts of alcohol.

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 The United States is the largest importer of beer in the world, which makes it very

attractive for our project. We will reach potential customers who are between 25 and 44 years

old, with a medium-high purchasing power, university education and who are looking for

innovative products, differentiated in flavor, ingredients and packaging.

In the United States we find seven of its cities that represent a high consumption of beer,

it is there where we can set our product as they are (Boston) and San Francisco, are populations

that represent many inhabitants, fewer micro-breweries, where you can set a higher average price

for beer because there is no great competition.

In conclusion, the United States is the country that we consider the most solid in

macroeconomic terms, highlighting its market size, gross national income per capita compared to

other countries, since it has a large potential market with higher incomes, which makes its

consumers have greater purchasing power when it comes to luxury products, such as cranberry

beer.

The median per capita alcohol consumption in the period from 1970 to 2013 in the

United States was 1.22 gallons; according to data from Statista Research Department "In 2009,

per capita beer consumption in the United States stands at 1.17 gallons of ethanol; confirming

that the data is collected from people over the age of 14; when compared to other alcoholic

beverages, beer consumption is 8 times higher than other products such as wine." (Statista

Research Department)

According to information from Statista's Research Department, AB InBev, the largest

beverage company and brewer in the United States, held the largest share of the North American

market in 2014, 43%, in contrast, brands such as Heineken, had only 9.9%. AB InBev also

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markets brands of several other beer producers. As for Colombian breweries, Bavaria S.A.

benefits from a strategic alliance with this company since 2016 to market its products, such as,

Águila, Águila Light, Águila Cero, Budweiser, Corona, Club Colombia, Costeña, Costeñita,

Pilsen, Poker, Redd's, Stella Artois, Cola & Pola and Pony Malta to other countries.

It is important to highlight that these data show the level of commercialization and

consumption of beer in the chosen country; however, sales of craft beer and different beer flavors

(including the flavor planned for export to the United States) is new since few manufacturers

produce it. In addition, internationally there is only one brand that produces this type of beer, and

it has no market share in the U.S. On the other hand, the consumption of craft beer has gained

strength in recent years, with an annual growth of close to 30% in the Colombian market (La

República, 2017). According to David López Cabia, while in the U.S. market regular beer,

produced on a large scale, has been losing ground, annual sales of craft beer accounted for 24%

in recent years, with brewpubs being the largest sellers of this craft product.

Market analysis: DOFA and PESTEL

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 In order to go deeper into the advantages and disadvantages that this project could entail,

we will proceed with a SWOT analysis emphasizing the pros and cons that our blueberry beer

will have to take into account in the U.S. market.

In the same way, we must make an exploration of the sector in order to analyze whether it

Strengths
The company's greatest strength is the FTA agreement, which, although not
yet in force due to relations with the United States, could be signed in the
near future.
Secondly, the greater attractiveness of its product makes it stand out in the
market, since artisanal beverages are more widely consumed than those
with a bitter content.
In third place we have its target audience which tends to have a greater
tendency to consume alcoholic beverages and currently the project studies
show that a large amount of Colombian beer is consumed.
Weaknesses
The main weakness of the product at present is that the FTA is not in
force, although it could come into force in due course.
The second disadvantage is that fiscal policies and regulations, even more
so in the times we live in, would make it difficult for the product to enter
the market.
And as a third point, there are already many competitors in the market
that although they are not aligned to craft beers, they have a large
market share even though they are weakening.

SWOT
Opportunities
The biggest opportunity they have is in the entry of their product through
the spreen break festivals that they usually do in the United States.
Secondly, they could enter through the association with local Colombian
companies, which would generate a greater growth of the brand in a
shorter period of time.
And lastly, although there is already a large market share for traditional
beers, it can be solved through segmentation, starting with
commercializing the product and directing its marketing to a young
population.
Threats
Among the threats we find incoming competitors that, although the
product is innovative, it is not immune to imitation, or in some cases,
products with similar characteristics could enter the market.
Secondly, there are the operating permits, especially in a festival where
both local authorities and governmental entities could prevent its
commercialization.
And lastly, there are the existing competitors that have a similar product
and already have a large market share, which would make it difficult to
generate leads.

would be viable for the product to enter the North American market, for which we will use the

PESTEL tool provided below:

Political Economic Social

 The U.S. government  At the economic
is a democratic state level, the United  In social terms, the
and therefore offers States has been on target market has a
stability in terms of an upward trend in high incidence of
investment. financial growth alcohol consumption.
 However, the despite the fact that  The lifestyle of North

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 political climate with its foreign debt is
Colombia is not in its higher than its GDP.
best moment due to  However, in the face
the fact that its of the covid 19 crisis,
leaders do not have a its economy has
very pleasant suffered from
relationship. several legislations
 However, this is not that protect the local
something that market from
merits controversy foreigners.
or concern for  Even so, product
international trade innovation and its
due to the treaties consumption in the
that are still in force United States
and that these represent a good
countries are outlook.
geopolitical allies.
Technological Environmental
 In terms of  As far as
infrastructure, the environmental issues
United States is far are concerned,
ahead of its Latin identifying the sectors
American where it would be
counterparts, as well introduced to the
as in terms of market does not pose
technology, research a major risk.
and patents, which  While consumption
allows the brand to occurs in a massive
define its identity way that is favorable
and adapt to for the company's
legislation quickly. finances, it is not so
favorable for the
environment.
 As far as
environmental
policies and
regulations are
concerned, they are
very flexible,
however, the
American citizen
tends to have a greater
awareness.
Americans, due to
their per capita
income, gives the
product an
opportunity for
rapid growth in the
market.
 In addition, the
opinions of this
market are usually
encouraging and
even more so when
there are statistical
indices to back it up.
 Finally, the North
American ethic when
it comes to
consumption of
inputs is usually
good.
Legal
 Antitrust laws are
favorable to the
company's free
competition and other
laws that support the
free market.
 However,
protectionism is
taking place to a
greater extent in the
face of the crisis
caused by Covid 19.
 Finally, current trade
agreements are
favorable for both
nations.
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Branding and advertising

15
16
 Justification Branding and advertising.

For the distribution strategy, the selective method will be applied, choosing certain sale

outlets of a prominent brand which will encourage promotion and consumption of the new drink,

taking advantage the loyalty of that brand, at festivals, in clubs and other recognized

17
establishments such as Starbucks, Gordon Biersch, Brewing Co, Karl Strauss Brewing Co,

CANarchy. All of them will be sent advertising and merchandising materials to publicize our

beer.

With this selective technique will secure that our product is considered to be exclusive,

arousing greater interest in our target population. The above mentioned, drawing benefit from the

market analysis stating that the consumption of craft beer is increasing (as expressed in the first

submission of this work), along with the novelty of blueberry beer will make the product

appealing. Festivals will help us attain recognition not only from residents of the cities where the

export process will begin, but also from tourists from other countries in Latin America and

Europe, regions characterized by their high consumption of this type of beverages, making

expanding to other target markets possible.

Furthermore, we contemplate attracting famous YouTubers from the areas, where we

plan to penetrate the market, to promote the brand. This will spark followers’ interest in the

product and will facilitate exploring new markets. Moreover, we will use the media, and hire

promoters for points of distribution, launch events and festivals, to grow product’s visibility.

Distribution strategy

Choosing a correct distribution strategy helps us reach a greater number of customers,

win their loyalty, ensure better and greater market penetration, all of which translates into

sustainability and profitability of the company.

For this reason, the distribution system will be taken care of externally, by means of

hiring an airline company to ship the product to the United States. This will help us focus on

increasing production to meet the demand created by exports to the United States, as well as

18
minimize shipping costs by outsourcing this service. This process guarantees punctual and

superior-quality deliveries.

Packaging process and packaging, types of packages and International packaging.

The product that we choose is the blueberry beer and the way of transport will be in cargo

aircraft. Before transportation the product have some requirements must be met, within which it

is necessary to check the quantity, size, kind of product to be able the transport either by

passenger aircraft or by cargo aircraft, in accordance with the ONU (United Nations

Organization), they requests information from the CoE (United Nations Committee of Experts)

recommendations on the transport of dangerous goods, and they also requests information from

the IAEA (International Atomic Energy Agency) who issues information every 2 years to the

ONU, where they sends recommendations of safety radioactive transport materials, once these

recommendations are sent to the ONU, ONU is in charge of sending that information to ICAO

(International Civil Aviation Organization) who is in charge of making the instructions and

techniques for safe air transport of dangerous goods creating ICAO document or ANNEX 18

where is it located the instructions and recommendations to air transport of dangerous goods

without risk.On the other hand ICAO wrote DOCUMENT 9284 where this documents check if

the goods are applicable for transport to different countries or ICAO member states.[ CITATION

IAT20 \l 9226 ]

It is important to take in consideration that any goods transported by air has operational

aspects which are related to different conditions that the goods may be expected during transport

such as:

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 1. Temperature: it can vary between -45 and 55 degrees Celsius; high temperatures can

cause the leak of liquids by the rupture or deformation of the containers.[ CITATION IAT20 \l

9226 ]

2. Pressure: The pressure decrease can cause some leak liquids and also could produce

escape of some compressed gases.[ CITATION IAT20 \l 9226 ]

3. Vibration: Caused by ground operations and flight operations such as turbulence.

[ CITATION IAT20 \l 9226 ]

Exist 9 classes of Dangerous Goods according to risk of danger, in this case the product

that we want to transport to united states which is blueberry Beer is consider CLASS 3

(FLAMMABLE LIQUIDS) of dangerous goods regulations.

To transport the beer as a dangerous good, first is necessary to know the shipper

responsibilities and operator responsibilities.

The shipper is any person who makes the shipments of the goods, he is the one who

manufactures the goods where he must make a format called MDSS (Material data safety shift)

which find technical information about the goods, In addition to this, the shipper must classify

the type of dangerous goods providing technical information and the shipper make a document

called SHIPPER DECLARATION, where include all the information such as, type of

merchandise, packaging, class, risks, quantity, recipient, etc….[ CITATION IAT20 \l 9226 ]

Shipper Responsibilities

- Identify, Classify, Pack in, Mark, Label, Documentation.

The airline is the operator or the company in charge of receiving the goods and carrying

out the transport to point A to point B. Once the shipper delivers the goods, this product becomes

20
the responsibility of the operator, when the goods are loaded, that means, take the products to the

aircraft, but during the loaded could happened any incident or accident with the product for

example if the product falls or the packaging breaks, the operator must fill out a sheet of

accidents or incidents reporting the problem presented with the goods during loaded. On the

other hand the operator must be reported the incident during loaded to the Aeronautical Office

within the following 72 hours [ CITATION IAT20 \l 9226 ]

Operator's responsibilities. [ CITATION IAT20 \l 9226 ]

- accept the goods, stock, load, inspect the goods, report any incident or accident

and training.

According to IATA (INTERNATIONAL AIR TRANSPORT ASOCIATION)

Dangerous Goods Regulations inform some important information about alcoholic liquid

carried by passengers or by baggage:

- Alcoholic liquid packaging that contain more than 24% but not more than 70% alcohol

by volume that do not exceed 5 liters, with a total amount per person of 5 liters of such product,

this product don´t require the authorization of the operator, it is allowed as checked baggage, it

is allowed as carry-on baggage and the pilot in command doesn’t require to be informed of its

location.[ CITATION IAT20 \l 9226 ]

There are 9 classes of Dangerous Goods according to IATA (International Air Transport

Association), within the blueberry Beer is in CLASS 3 (FLAMMABLE LIQUIDS).[ CITATION

IAT20 \l 9226 ]

21
 RISK LABEL CLASS DESCRIPTION Examples
of flamme liquids

Class 3 Any flammable Alcohol,

Flame liquid that has a flame Paints, Ketones,
Liquid point not higher than oil etc…
RFL 60 degrees Celsius

To organize the transport of this product first we need to check how dangerous the

substance is, then we will need to classify in one of the following 3 groups of packaging will

apply to do the transport.[ CITATION IAT20 \l 9226 ]

- PACKAGING GROUP I: High danger

- PACKAGING GROUP II: Medium danger

- PACKAGING GROUP III: Low danger

To transport flammable liquids, a packing group is assigned according to the flame point,

which in this case for blueberry beer is greater than or equal to 23 degrees Celsius and is less

than 60 degrees Celsius in this case for our transport we can use group III packaging because this

product is lower danger to do the transport during the flight.[ CITATION IAT20 \l 9226 ]

On the other hand, to complete the transport we will use a packaging approved by the

ONU, which registers a code to verify that indicate that this packaging is authorized by the ONU.

The specification that we will use to do the transport will be:

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 4G / Z / 60 / S / 21 / CO / HMO

[ CITATION IAT20 \l 9226 ]

4G = we will use a pressed cardboard box for this transport

Z = is used to identify the packing groups in this case we will use packing group III, Low

DANGER

60 = Gross weight

S = Solids or liquids and inner packaging

21 = Year of manufacture, 2021.

CO = Country Code, Colombia

HMO = Name of the manufacturer of the blueberry beer.

When the packaging has been approved for the transport, the crew request the following

documentation that must be ready to carry out before the transport.

1. SHIPPER DECLARATION (Delivered by the shipper)

2. NOTOC (NOTICE TO CAPITAN) sheet that is delivered to the captain of the aircraft

specifying the product that is being carried on the plane

3. CRE (Emergency Response Code) is a list containing information on what to do in the

event of an incident in flight with the merchandise.[ CITATION IAT20 \l 9226 ]

23
 4. Checklist where it is verified that the merchandise meets the conditions to be

transported

5. Technical information sheet only applies to freight transport[ CITATION IAT20 \l

9226 ]

6. Airway Bill sheet containing information about the shipper and who will receive the

merchandise at the destination.[ CITATION IAT20 \l 9226 ]

Air Transport Document: Aerial Guide (Airway Bill - Awb)

Freight transport contract signed between carrier and shipper, in the same way that the B /

L acts

As a security, representative of the goods transported, it covers transport between the

airport of departure and destination. It is issued by an air transport company, as proof of having

received from the shipper or dispatcher, certain goods to transport them from one airport to

another.

This document must contain the following information:

• Complete details of the shipper.

• Details of the consignee.

• Departure airport

• Destination airport.

• Flight number and date.

• Payment conditions.

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 • Freight amount.

• Number of packages.

• Gross weight.

• Freight rates.

• Description of the load.

• Date and place of issue.

Distribution channel

Our main option is Horeca distribution channel; It is a channel that, due to its potential,

can represent the increase in Colombian exports and expand the market beyond supermarkets.

This channel is a great opportunity that we will have to reach more public, since it will allow us

to reach a wider network than just supermarkets. The Horeca Meaning is used in the marketing

ecosystem to refer to a specific target audience, to the management and commercial actions of a

specific market segment It is good to clarify that they also provide service to other sites of the

consumption channel outside the home, such as they are leisure and traditional food.

We will have contact with specialized importers, who have more direct contact with the

HORECA channel, and especially offer brand exclusivity; however, we contemplate the

possibility of distributing in other recognized establishments mentioned below.

Incoterms

• The main objective of the INCOTERMS Rules is both to facilitate the operation

of international trade transactions, and to establish a set of terms and rules that determine the

rights and obligations of both the seller and the buyer.

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 CPT Carriage Paid to/ Transportation paid to

• The seller assumes the expenses until the merchandise is delivered to the agreed

place, that is, it takes care of all the expenses at origin, the export dispatch, the main transport

and generally, the destination expenses.

• The buyer assumes the import formalities, the insurance if hired, since it is not

mandatory. The risk passes to the buyer a.

Within the development of the international market plan, we came to the conclusion that the

distribution channel will be the Horeca channel. The US market is characterized by having a

three-level distribution scheme: wholesaler / distributor / retailer, a structure that, we considered,

in the different analyzes, that the main entry strategy would be through the Horeca distribution

channel.

This market strategy will allow us to offer lower prices to the end customer and therefore will

bring us a greater profit margin, since more quantity sold in the short term the profit will be more

representative. We can conclude that California and San Francisco are the best cities to enter

with exports, because other cities have a larger population, higher average beer prices, fewer

26
microbreweries, more restaurants for their population (less competition), which favors the

Horeca distribution channel.

After considering the costs of the different plans, where the marketing includes participation in

fairs in addition to a digital marketing plan and added to actions with the points of sale, we can

infer that under this blueberry beer export scheme in the market of The United States is

profitable in its different scenarios, showing profitable values for a capital recovery period of

approximately 3.1 years.

Advantages and added value

 Cranberry beer not only stands out for its delicious flavor, but also has a high content of

antioxidants, which among other benefits fight premature aging, and weight loss unlike

other existing ones.

 The blueberries used to make this beer produce compounds that protect our immune

system. It can lower cholesterol and even reduce inflammatory rates in the body

 Blueberry is considered a superfood because of the amount of nutrients it conserves.

Among the studies that have been done on this fruit is that of phenols, which are related to

the improvement of diseases such as cancer, which is why we decided to reach this

population, taking into account the high levels of obesity and other developed diseases.

Due to the high consumption of sugars and disorderly eating.

Within the logistics plan and distribution chain, it was organized as follows:

We agreed an air transportation from the city of origin Bogotá Colombia, destination city San

Francisco California.

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Distribution chain specifications

 Within the development of logistics and distribution we chose an indirect channel, leading

it to be a long channel, bringing with it benefits such as freeing the manufacturer from

initial costs, as well as own financing and organization in sales.

 Publicize the fastest product on the market.

 Stock maintenance.

 Specialization by area

Destination Country’s Requeriments

To start the process, it is essential to meet different requirements to export to the United

States, those requirements are:

 Have the Federal Taxpayers Registry.

 Be aware of costs and tariff restrictions.

Foreign trade documents:

 Commercial invoice.

 Certificate of origin.

 Order awarded.

 Letter from the Customs Agent about the process.

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  Packing list.

 Transport documents.

 Documents that guarantee tariff compliance.

Preparation of goods

The classification of the merchandise is essential to determine the type of product, the tax

and packaging requirements to which it is subject. During the process, we consider the following

requirements.

 Competitiveness.

 Target market.

 Quality of packaging.

 Security of the goods.

 Opportunities and business plan

Tax stamps as an essential requirement for the passage of our merchandise to the

united states

Returning to the security part of the goods, during transportation, whether by land or air, the

use of tax stamps is recommended, since they are adequate to successfully pass the control filters

at the border with the United States.

Tax stamps are ideal for export operations because they indicate that the merchandise is

already released by the SAT, as they are issued by this same institution.

29
Requirements chosen according to to export to the U.S.:

 Have the federal taxpayer registry.

 Know costs and tariff restrictions.

 Foreign trade documents

 Packing list

 Transport documents

 Documents that guarantee tariff compliance

Justification Distribution Chain

The indirect distribution channel, that we propose, is considered long, because more than 4

parties are involved on different levels, in this case, they are represented by wholesaler /

distributor / retailer / customer. This chain lowers loans required to start up and saves initial

costs. By applying this model, we can reach more consumers because the companies, that we

intend to sign agreements with, are specialists with unrivalled experience in the area, have

established abundant business contacts and could cover wider geographic areas and reach

different sociodemographic layers, which in turn will increase sales.

Additionally, the contracted companies own storage space, safe and ever-ready transport,

cargo insurance with comprehensive coverage that includes force majeure events, damage to

goods, and merchandise loss, minimizing risks and ensuring that products will be delivered to the

final consumer in their best condition respecting schedules. Thus, this distribution channel also

helps us reduce costs.

Using this channel, we hope to accomplish the following objectives:

 Positioning of the brand in chosen cities.

30
  Gaining a greater market share.

 Guarantee the delivery of the product to the final consumer.

 Guarantee the good condition of the product.

 Minimize costs for transportation, storage, etc.

 Minimize risks due to loss or damage to merchandise.

 Compliance with delivery times.

 Focus our efforts and resources on increasing production.

In general, the US requirements for importing goods are quite strict, though the free trade

agreement helps us soften some conditions both tariff and nontariff (such as, for example,

customs documents) and makes it a little easier to ship the product.

With an indirect distribution channel, contractors have enough experience and sufficient

knowledge to meet different requirements, for example, contracted wholesalers are in charge of

acquiring the Federal Taxpayer Registry, the document that ensures the payment of taxes for the

product we export. Those wholesalers also issue commercial invoices, obtain letters from the

Customs Agent about the process, take care of transport documents and control documents that

guarantee tariff compliance if necessary. All this helps us minimize shipping costs, reduce time

of bureaucratic processes and ensure compliance with the requirements established by the

destination country.

We must have the Importer Basic Permit, however, as a foreign merchant who takes

advantage of this distribution chain, our retailers and wholesalers, must present this document, as

well as back up the process of acquisition of the US Food and Drug Administration registration.

31
 Choosing this distribution strategy, we will be able to obtain 2.50 USD per unit, which

benefits our brand, taking into consideration that, according to www.preciosmundi.com, the

average price of imported beer in the US is 2.83 USD.

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