Opportunities for goat farmers in Guanajuato, Mexico, in the marketing of fine cheese
Since 2008 the real price of goat's milk has been decreasing. By the impossibility of negotiate an improvement, some producers have chosen to make artisan cheese. This research allows to know the challenges and opportunities to take this decision. The objective was to analyze the causes that limit the participation and the positioning in the market of companies producers of fine cheese owned by goat producer, located in Guanjuato, México, in order to identify alternatives aimed at increasing sales. The study was conducted under the value network approach and semi-structured surveys were carried out to different actors that make it up; the information allowed to identify trade flow, price formation and identify perceived problems and their causal complex. It was found that the analized enterprises have a weak position in the markets and a limited participation in direct sales to retailers in potential markets. The low differentiation of the products and the low bargaining power with its buyers are the main causes. Based on these findings, it is proposed to manage innovations in products, processes and marketing.
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Instituto Nacional de Investigaciones Forestales, Agrícolas y Pecuarias
2018
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rev-remexcp-article45002018-12-21T21:23:23Z Opportunities for goat farmers in Guanajuato, Mexico, in the marketing of fine cheese Oportunidades para caprinocultores de Guanajuato, México, en la comercialización de queso fino Santos-Lavalle, Rodolfo Flores-Verduzco, Juan José Cervantes-Escoto, Fernando Salas-González, José María Sagarnaga-Villegas, Leticia Myriam Value network; Product differentiation; Positioning; Innovation. Red de valor; Diferenciación de productos; Posicionamiento; Innovación. Since 2008 the real price of goat's milk has been decreasing. By the impossibility of negotiate an improvement, some producers have chosen to make artisan cheese. This research allows to know the challenges and opportunities to take this decision. The objective was to analyze the causes that limit the participation and the positioning in the market of companies producers of fine cheese owned by goat producer, located in Guanjuato, México, in order to identify alternatives aimed at increasing sales. The study was conducted under the value network approach and semi-structured surveys were carried out to different actors that make it up; the information allowed to identify trade flow, price formation and identify perceived problems and their causal complex. It was found that the analized enterprises have a weak position in the markets and a limited participation in direct sales to retailers in potential markets. The low differentiation of the products and the low bargaining power with its buyers are the main causes. Based on these findings, it is proposed to manage innovations in products, processes and marketing. A partir de 2008 el precio real de la leche de cabra se ha mantenido a la baja. Ante la imposibilidad de negociar una mejora, algunos caprinocultores han optado por transformarla en queso artesanal. Esta investigación permite conocer los retos y oportunidades al tomar esta decisión. El objetivo fue analizar las causas que limitan la participación y el posicionamiento en el mercado de empresas de caprinocultores productoras de queso fino, ubicadas en Guanajuato, México, con el fin de identificar alternativas orientadas a incrementar ventas. El estudio se realizó bajo el enfoque de red de valor y se aplicaron encuestas semi-estructuradas a los diferentes actores que la integran; la información permitió identificar flujos comerciales, formación de precios, problemas percibidos y su complejo causal. Se encontró que las empresas tienen débil posicionamiento en los mercados y limitada participación en venta directa a detallistas en mercados potenciales. La escasa diferenciación de productos y el bajo poder de negociación con sus compradores son las principales causas. A partir de esos hallazgos, se propone gestionar innovaciones en productos, procesos y mercadotecnia. Instituto Nacional de Investigaciones Forestales, Agrícolas y Pecuarias 2018-06-29 info:eu-repo/semantics/article info:eu-repo/semantics/publishedVersion application/pdf application/xml https://cienciaspecuarias.inifap.gob.mx/index.php/Pecuarias/article/view/4500 10.22319/rmcp.v9i3.4500 Revista Mexicana de Ciencias Pecuarias; Vol. 9, Núm. 3 (2018): Julio-Septiembre; 601-613 Revista Mexicana de Ciencias Pecuarias; Vol. 9, Núm. 3 (2018): Julio-Septiembre; 601-613 2448-6698 2007-1124 spa https://cienciaspecuarias.inifap.gob.mx/index.php/Pecuarias/article/view/4500/3932 https://cienciaspecuarias.inifap.gob.mx/index.php/Pecuarias/article/view/4500/3994 http://creativecommons.org/licenses/by-nc-sa/4.0 |
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México |
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MX |
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Digital |
| author |
Santos-Lavalle, Rodolfo Flores-Verduzco, Juan José Cervantes-Escoto, Fernando Salas-González, José María Sagarnaga-Villegas, Leticia Myriam |
| spellingShingle |
Santos-Lavalle, Rodolfo Flores-Verduzco, Juan José Cervantes-Escoto, Fernando Salas-González, José María Sagarnaga-Villegas, Leticia Myriam Opportunities for goat farmers in Guanajuato, Mexico, in the marketing of fine cheese |
| author_facet |
Santos-Lavalle, Rodolfo Flores-Verduzco, Juan José Cervantes-Escoto, Fernando Salas-González, José María Sagarnaga-Villegas, Leticia Myriam |
| author_sort |
Santos-Lavalle, Rodolfo |
| title |
Opportunities for goat farmers in Guanajuato, Mexico, in the marketing of fine cheese |
| title_short |
Opportunities for goat farmers in Guanajuato, Mexico, in the marketing of fine cheese |
| title_full |
Opportunities for goat farmers in Guanajuato, Mexico, in the marketing of fine cheese |
| title_fullStr |
Opportunities for goat farmers in Guanajuato, Mexico, in the marketing of fine cheese |
| title_full_unstemmed |
Opportunities for goat farmers in Guanajuato, Mexico, in the marketing of fine cheese |
| title_sort |
opportunities for goat farmers in guanajuato, mexico, in the marketing of fine cheese |
| description |
Since 2008 the real price of goat's milk has been decreasing. By the impossibility of negotiate an improvement, some producers have chosen to make artisan cheese. This research allows to know the challenges and opportunities to take this decision. The objective was to analyze the causes that limit the participation and the positioning in the market of companies producers of fine cheese owned by goat producer, located in Guanjuato, México, in order to identify alternatives aimed at increasing sales. The study was conducted under the value network approach and semi-structured surveys were carried out to different actors that make it up; the information allowed to identify trade flow, price formation and identify perceived problems and their causal complex. It was found that the analized enterprises have a weak position in the markets and a limited participation in direct sales to retailers in potential markets. The low differentiation of the products and the low bargaining power with its buyers are the main causes. Based on these findings, it is proposed to manage innovations in products, processes and marketing. |
| publisher |
Instituto Nacional de Investigaciones Forestales, Agrícolas y Pecuarias |
| publishDate |
2018 |
| url |
https://cienciaspecuarias.inifap.gob.mx/index.php/Pecuarias/article/view/4500 |
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