From the uncertainty of entrepreneuring to strategic planning: Cafetalera Alianza
DOI:
https://doi.org/10.29105/rinn15.30-2Keywords:
agribusiness, business strategy, entrepreneurship, startup managementAbstract
More than 70% of startups in Mexico fail during their first years of operation, mainly due to lack of strategic guidelines. Cafetalera Alianza, a micro company that sells ground coffee in Monterrey, Mexico, has three years of operations without being able to grow and consolidate in the market. To design a business plan that reduces the risk of failure, strategic tools are used such as the value net (Nalebuff et al., 1996), the ERIC matrix (Mauborgne et al., 2005) and the canvas model (Osterwalder et al., 2011). This will allow the company to know its environment and itself, and thus be able to formulate a strategy based on the theory but, mainly, on the practical.
Downloads
References
Alexander Osterwalder e Yves Pigneur. (2011). Generacion de Modelos de Negocio. https://doi.org/10.1016/S0737-6782(96)90159-9
AMECAFE. (2014). Segmentación de consumidores de café.
Baker, W. H. (1993). Business Planning Small Firms in Successful. Long Range Planning, 26, 82–88.
Camp, R. C. (1989). Benchmarking: The Search for Industry Best Practices That Lead to Superior Performance. Taylor & Francis.
Donnet, M. L., Weatherspoon, D. D., & Hoehn, J. P. (2007). What Adds Value in Specialty Coffee? managerial Implications form Hedonic Price Analysis of Central and South American E-Auctions. International Food and Agribusiness Management Review, 10(3).
Euromonitor, & Amecafe. (2017). Análisis del Mercado de Consumo de Café en México 2016.
Lopez, J. (2016). Fracasan en México 75% de emprendimientos. El Financiero. Retrieved from http://www.elfinanciero.com.mx/empresas/fracasan-en-mexico-75-de-emprendimientos.html
Mauborgne, R., & Kim, W. C. (2005). Blue Ocean Strategy: How to create uncontested market space and make the competition irrelevant (1st ed.). Boston, Massachussets: Harvard Business School Publishing Corporation.
Morales, A., & Morales, J. A. (2009). Proyectos de inversión. Evaluación y formulación (1st ed.). México: MCGRAW-HILL.
Nalebuff, B. J., & Brandenburger, A. M. (1996). Coo-petencia (1ra ed.). Nueva York: Currency Books.
Osterwalder, A., Pigneur, Y., Bernarda, G., & Smith, A. (2014). Value proposition design. Strategyzer series. https://doi.org/10.1017/CBO9781107415324.004
Perez-Capdevila, J. (2011). Óbito y resurrección del análisis DAFO. Revista Avanzada Científica, 14(2), 1–11.
Porter, M. E. (1980). Estrategia Competitiva. Estratégia competitiva (Vol. 2014).
Sepulveda, W. S., Chekmam, L., Maza, M. T., & Mancilla, N. O. (2016). Consumers’ preference for the origin and quality attributes associated with production of specialty coffees: Results from a cross-cultural study. Food Research International, 89, 997–1003. https://doi.org/10.1016/j.foodres.2016.03.039
Zott, C., & Amit, R. (2010). Business model design: An activity system perspective. Long Range Planning, 43(2–3), 216–226. https://doi.org/10.1016/j.lrp.2009.07.004
Downloads
Published
How to Cite
Issue
Section
License
Copyright (c) 2018 Innovaciones de Negocios
This work is licensed under a Creative Commons Attribution-NonCommercial-ShareAlike 4.0 International License.
The InnOvaciOnes de NegOciOs magazine is a free and open access electronic magazine of a scientific-academic nature and is a publication of the Autonomous University of Nuevo León, in which the authors retain their copyright and grant the magazine the exclusive right to first publication of the work. Third parties are allowed to use the published content, as long as the authorship of the work is acknowledged and the first publication in this journal is cited.
For more information, please contact the Research Secretary (FACPyA) of the Autonomous University of Nuevo León. Telephone: (81) 1340-4430. Email: revinnova@uanl.mx
