LA MATRIZ DE ANSOFF HERRAMIENTA ESTRATÉGICA PARA INCREMENTAR LA COMPETITIVIDAD DE LOS PRODUCTORES DE HIDALGO

Luis Felipe Alvarado, Agustín Cabral, Tomas Everardo Alvarado and Martha Vianey Perales

Revista Mexicana de Agronegocios, 2022, vol. 51, issue June-december 2022

Abstract: The Fig is a product that is gaining economic importance in Mexico, it is mainly produced by the country's social producers, however, they present several problems. Its main weaknesses are that they are marketing the product fundamentally fresh, later it is the big capitals who transform the primary product, and give it added value, through packaging, packaging, presentation, and strategic distribution of the product. In the same way, they are not clear about presenting a Strategic Plan that allows them to face external competition, much less that they can offer their product in a differentiated way abroad. In this way, the proposal to build an Ansoff Matrix for social fig producers in Mexico, adapted to the technical, cultural, and economic conditions of fig producers in the North of the country, is a strategy for the development of producers. The idea is to build the Ansoff Matrix that allows them to be clear where they can sell the fresh product, considering the characteristics of the applicants, in the same way the rest of the options that can be offered from the primary product, they must be found. markets, while meeting the requirements demanded by the market. These options of the fresh product and the one that is given added value must have characteristics that can distinguish them, within a market of monopolistic competition. The basic purpose of this proposal is that the primary producer can appropriate the profits, of the different productive options, and the private capitalist does not continue to appropriate them.

Date: 2022
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Persistent link: https://EconPapers.repec.org/RePEc:ags:remeag:330092

DOI: 10.22004/ag.econ.330092

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