Competitive strategies in community forestry: leveraging through second-tier collectie enterprises in Mexico and Guatemala
The author carried out a study on two second-tier CFEs and the affiliated first-tier CFEs in Mexico and Guatemala to analyze their competitive strategies. The study consisted of a consumer survey (120 respondents, the Mexican case only) and semistructured interviews with 125 informants including CFE personnel, buyers, government institutions and NGGs. The study is focused on factors that affect CFE competitiveness and customer satisfaction as perceived by CFE customers. Whereas many CFEs still overlook their weak customer orientation and high cost structure and maintain a "sales" rather than a "marketing" mentality, some CFEs are striving toward professional business excellence through interCFE collaboration. The study also shows the varied perceptions among buyers toward the social and environmental attributes of the CFEs' products. The vertical integration of new functions through second-tier CFEs will not necessarily generate improved profit without continuous well-focused marketing and cost reduction efforts despite the higher product prices that are captured by extending services down the value chain.
| Main Authors: | , , |
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| Format: | Texto biblioteca |
| Language: | spa |
| Published: |
2012
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| Subjects: | EMPRESAS, ORDENACION FORESTAL, COMPETENCIA ECONOMICA, PRODUCTOS FORESTALES, MERCADEO, RENTABILIDAD, MEXICO, GUATEMALA, |
| Online Access: | https://repositorio.catie.ac.cr/handle/11554/5666 |
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| Summary: | The author carried out a study on two second-tier CFEs and the affiliated first-tier CFEs in Mexico and Guatemala to analyze their competitive strategies. The study consisted of a consumer survey (120 respondents, the Mexican case only) and semistructured interviews with 125 informants including CFE personnel, buyers, government institutions and NGGs. The study is focused on factors that affect CFE competitiveness and customer satisfaction as perceived by CFE customers. Whereas many CFEs still overlook their weak customer orientation and high cost structure and maintain a "sales" rather than a "marketing" mentality, some CFEs are striving toward professional business excellence through interCFE collaboration. The study also shows the varied perceptions among buyers toward the social and environmental attributes of the CFEs' products. The vertical integration of new functions through second-tier CFEs will not necessarily generate improved profit without continuous well-focused marketing and cost reduction efforts despite the higher product prices that are captured by extending services down the value chain. |
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