System Based on Market Segmentation to Improve the Export of Peruvian Coffee

Abstract

In 2021 Peru exported 250 thousand tons of coffee, ranking seventh among the main coffee exporters in the world compared to the 4,000 thousand tons exported by Brazil, which ranks first. This research project aims to optimize coffee export processes through the development of management software for these exporting companies that allows them to have optimized processes, better control of their activities and make better decisions when exporting. Due to the great variety of types of coffee and the different destination markets, market segmentation was defined as a marketing strategy, which will allow the application of differentiated, efficient and effective commercial strategies. With the implemented software, the companies have been able to improve their export processes, the complexity of the different objectives and scenarios, the software plans quite accurately, as well as the calendar, volumes, and types of coffee to be exported. This helps coffee exporters to have adequate control of their activities and improve export processes, being more efficient and above all, making better decisions based on the information stored; With the use of a management tool, a higher percentage of organized producers is achieved, the export process is considerably improved and there is a greater participation in the international market.