AJEGROUP

STUDENT : LUIS LINO

COURSE: INTERMEDIATE 2

AJEGROUP is a multi-industry holding company. It has factories around the world, exactly in 11 countries. This group has a factory in our country, here they produce many liters of beverages, including beer, soft drinks, energy drinks, waters, juices and teas.

Añaños brothers was the entrepreneurs that started this enterprise 23 years ago. They started to produce in a little factory in the north of Peru, they produced a gaseous beverage called KOLA REAL. It was accepted by the people because it had more volume of beverage than the others. But, even so the majority of people preferred to buy INCA KOLA or COCA KOLA, they had high quality and therefore they had a higher uptake.

While they produced in Peru, the enterprise was called AJEPER. But then Añaños brothers had an idea. They thought to create a big commercial group. So they went to look for partners in other countries. It wasn’t a waste of time or money because they found partners in Venezuela, Mexico, Thailand and Ecuador. They signed an agreement between all partners.

After they striked the bargain, they decided to offer new lines of products like Sporade, Cifrut,, Pulp, Cielo, FreeTea. Then they changed the name of the enterprise, now its name is AJEGROUP

The most famous product of AJEGROUP was BigCola because it was a sponsor of Barcelona. It was great for AJEGROUP, even some players of Barcelona made commercials with this beverages.

The association between AJEPER and another enterprises led to an amazing growth, so they were ready to compete with the biggest enterprises.

They got the cost leadership, so they planned to compete with a low price and high quality. This idea worked, now they have a group of people that prefer their product instead Inca Kola or Coca Cola.

CONCLUSION

The only way to compete with a big enterprise is through the cost of production. If we got a less cost, we’ll can surpass to the other enterprises and of this way the major part of the market will be ours.