AJE GROUP is a company created by the family AÑAÑOS JERI in Ayacucho - Perú, dedicated to produce sodas under the brand "Kola Real" since June 23rd 1988, with the main goal of getting into the market where their competition was not present at the time because their target was the wealthy part of the population without putting attention into the internal conflict the country was living at the time. That is the reason why they decided to start a benchmark study to find out the best way to make their product international and using the results to implement a new model to take over the market of the 23 emerging countries in the area where they are located using a low cost product with high quality and very similar in flavor as the products created by the most popular trademarks.