Market Entry Strategy Development of a Peruvian Mango Company (The Case of Huerta del Valle in the United States of America)

The purpose of this thesis is to develop a strategy for Huerta del Valle, a Peruvian mango company into the U.S. mango market, with the planned entry time set for November 2024 which coincides with the harvest season of Kent mango in Peru. The main reason for expanding abroad is to increase profits and diversify to mitigate the risks associated with political instability in Peru. In the first chapter, the company was analyzed to identify its core business activities, internationalization efforts, and competitive advantage that position it well for entry into a new market. In the second chapter, it was conducted an external analysis of the U.S. mango market. The selection of the United States as the chosen country was supported by the BERI and CAGE frameworks. Moreover, the analysis of the considerations of the country, a PESTEL, and the five forces of Porter analysis were conducted and confirmed the attractiveness and positive outlook of the U.S. market for Huerta del Valle. In the third chapter, considering the Uppsala model, the internal and external factors, as well as the traditional methods of entry of other companies, led to the decision for the company to opt for a direct export method through a distributor in the U.S. To implement this strategy, it was developed a set of activities related to marketing, human resources, and legal, as well as a contingency plan in case of market exit. Finally, a financial forecast was prepared based on the data of the company, confirming the viability of implementing the strategy to enter the U.S. market, leading to increased profits and risk diversification.