GROUP 9

Members:
❏ Angeldonis Aucapiña, Bruno
❏ Castañeda Romero, Jorge Enrique
❏ Morales Molina, Caroline Anthuane
❏ Ocar Arango, Francesca
PESTEL ANALYSIS
FOR EE.UU
External analysis
SELECTION OF THE TARGET MARKET:
◦ The U.S. market was chosen because it is
the largest importer of blueberries
worldwide.
◦ Peru is already exporting fresh blueberries
to this country, which allows us as a
company to easily position ourselves in
this market.
 P E
Political
◦ In this space of analysis, we find a
government that generates a favorable
climate for investment and, in general, for
the free market.
◦ It has a stable fiscal monetary policy.
◦ Due to the free trade agreement that exists
between our country and the United States,
blueberries have a preferential tariff of zero
percent.
Economic
◦ The economy maintains its orthodox bias
and favors macroeconomic stability. In this
sense, inflation will be within the target range
of 1% to 3% after several years and will not
affect the progress of business.
◦ Main variables, interest rate, inflation,
exchange rate, stable outlook.
◦ It has a monetary and price stability, which
will favor our exports.
 S T
Social
◦ The United States has a very varied culture, due
to the great demand for immigrants that this
country has.
◦ Growing trend of consumption of organic and
healthy products.
◦ There is a greater responsibility of the
consumer, who is willing to pay an additional
price for certified products.
◦ The sense of social and environmental
responsibility, on a personal and business level,
has also determined that the demand for
certified products, such as Fair Trade and
Organic, registers growing trends.
Technological
◦ In terms of technology in agricultural operations, the
use of weather projections, irrigation technology and
the use of drones are required to provide security and
obtain information on the line of the facilities.
◦ In the case of the Peruvian geography, with desert
areas on the coast and dry lands in the highlands,
regions where blueberries grow, there are solutions
such as sprinkling or drip irrigation.
◦ Agricultural Research Service (ARS) is currently
conducting research to decode the blueberry genome,
with the objective of improving its resistance to
extreme temperatures, pest resistance, predicting
harvest dates, and improving and identifying
determinants of fruit quality.
 E L
Environmental
Legal
◦ Environmental factors are extremely
important in the agricultural sector, both for
the adverse effects they can have and for the
◦ USDA regulations on the requirements for the
opportunities they offer.
entry of products included in the FAVIR (Fruits
◦ According to the Food and Agriculture
and Vegetables Import Requirements), which
Organization of the United Nations (FAO),
establish quarantine periods, certifications of
the following environmental benefits of
pest-free zones at origin and the use of
organic agriculture are recognized: Long-
fertilizers, among other conditions.
term sustainability, soil management, care of
◦ The United States and Peru signed the Trade
groundwater sources, air and climate change
Promotion Agreement. This agreement has
and biodiversity.
been a great opportunity for blueberry
◦ The product to be exported will be certified
producers, who have strengthened their
organic by the USDA, which provides the
shipments of blueberries to the U.S. market.
final consumer with the assurance of
◦ In addition, this product is 100% free, i.e., the
responsible management in the use of
tariff paid is 0%.
chemicals, pesticides and environmental care.