進口祕魯傳統酒精飲料Pisco至台灣 / INTRODUCING PERUVIAN PISCO TO THE TAIWAN MARKET By Ruben Honores From the mysterious lands of Peru and its ancient culture, the world is in the process of discovering one of Peru’s finest products, a spirit known locally with the name of Pisco. Pisco is a distilled beverage, a kind of brandy made of special grapes that grow in certain regions of Peru. Its fame has already become international and not only me but the whole alcohol connoisseurs community are certain it will become one of the newest top exotic spirits in the world in the near future. Having won several international awards locally and in foreign countries in continents like Europe, Peruvian Pisco has already built a good reputation among the connoisseurs. With an exotic aroma, unique taste and historical background, this distilled beverage is one of the nicest and most popular memories foreigners take back to their countries once they visit Peru or after they had the luck to visit one of the few Peruvian food restaurants in the world. It is no wonder that despite the not aggressive exporting initiatives of Pisco producers in Peru, its fame has been continuously growing mostly due to the positive word of mouth a quality and unique beverage like Pisco enjoys. And if we want to talk specifically about the Taiwanese market, taking in consideration the results of the tasting I did myself during the 2008 Taipei Food International Fair and the famous Elle Taiwan magazine quotating Pisco Sour (a derived cocktail) as one of the next “In” things in the near future, mainly reinforced the idea that a well executed strategy for introducing Pisco in the Taiwan market would be extremely rewarding. The following business plan aims to show the potential success of introducing Peruvian Pisco to the Taiwanese market. Making use of efficient marketing tools and strategies like social media and word of mouth advertising, a bottom-up sales approach that keeps the initial costs on the line and low up-front capital requirements, strong networking, and by using realistic bottom-up financial assumptions, this plan makes use of practicality, efficiency and the uniqueness of this Peruvian spirit to successfully show the viability and great success this endeavor would enjoy in the Taiwan market.

The steady growth of the export of Peruvian Giant Squid (commonly known as Pota) in absolute as well as relative values - as percentage of the also increasing Peruvian Exports- represents an opportunity to develop the still incipient Peruvian Pota Industry, a more inclusive one in comparison other consolidated export industries in Peru. The first two chapters of this document describe the dynamics of the Peruvian Pota Industry and Giant Squid Great China market. In the third chapter it is carried out a managerial analysis of this industry using SWOT analysis and Porter’s Diamond Model. The Great China Market itself is also analyzed using SWOT analysis regarding its potential as destination of the Peruvian Pota. Finally in the fourth chapter it is exposed some strategies for the Peruvian Pota companies in order to better satisfy the growing demand but at the same time better confront the challenging international competition to succeed in the Great China Market.

This analysis shows the possibility of implementing a Convenience Store (CVS) Chain Business in an emerging market in Latin America: Peru. Even though the international financial crisis that started in 2007, and affected the whole economic world, this type of business has demonstrated that some services can do well based on its own competitive advantage that focus on the customer needs. Modern cities, with millions of inhabitants suffer from traffic jams, insecurity, lack of time, long distances to go from one place to another, etc. The convenience of providing different types of products and services and the good location that the stores should have are key elements for the success of the CVS business. Dividing the analysis into 4 main categories: Commercial, Operational, Organizational and Financial, this project shows that there is still a market niche to consider in an almost 9 million people city like Lima that only hosts a little more than 200 of such a places located in gas stations. The analysis proposed to open two types of places: Internal and External, in order to satisfy the unsatisfied demand that already exists and cover all the possible best locations in town, before international big chains enter there. In the long run, the idea is to replicate the experience in other big cities around the Latin America region that are still empty of such business model.

本論文旨在討論內戰持續性的差異是否可以以其政治轉型解釋？也就是說，作者欲探討為何有些內戰較短、有些內戰較長？是否有關鍵因素導致內戰持續性之差別。目前學術研究多著重於以非政治因素（經濟因素）解釋內戰延續性問題，但筆者認為政治制度相對於其他因素（經濟、社會制度）是最能解釋內戰持續性差異之自變數，並提出本文核心假設－「內戰隨著政體的民主深化而縮短。」，其主因有三：（一）生活於民主政權下的人民，政治壓迫感較小（二）民主促進社會的重新分配（Redistributive）消弭國內之不平等狀況；（三）民主政府能透過稅收進行公共財的施放或公共服務滿足人民。 本文之研究方法以質性分析法的個案研究法為主，以南美洲作為研究對象而不以內戰發生最頻繁的非洲為研究對象，乃因2016年11月13日哥倫比亞政府正式與左翼武裝「哥倫比亞革命軍」（FARC）簽署修正版和平協議，結束長達半世紀的敵對狀態，引發作者對南美洲內戰延續性之研究興趣。經過最大相似法篩選後，作者以哥倫比亞與哥倫比亞革命軍和秘魯與光明之路的內戰作為個案案例，透過個案研究法，本文研究發現符合筆者之核心假設。筆者認為本文之內戰研究發現提供受內戰影響之國際社會、國家有關政治制度面之政策方向－即民主深化對於一國內戰延續性之影響力。