De la incertidumbre de emprender a la planeación estratégica: Cafetalera Alianza

Gilberto Alfredo Lu Ibarra; Vinicio Horacio Santoyo-Cortés; Juan José Flores-Verduzco; Jesús Oaxaca Torres

doi:10.29105/rinn15.30-2

Authors

Gilberto Alfredo Lu Ibarra Universidad Autónoma Chapingo https://orcid.org/0000-0002-5581-4218
Vinicio Horacio Santoyo-Cortés Chapingo Autonomous University
Juan José Flores-Verduzco Chapingo Autonomous University
Jesús Oaxaca Torres Autonomous University of Nuevo León

DOI:

https://doi.org/10.29105/rinn15.30-2

Keywords:

agribusiness, business strategy, entrepreneurship, startup management

Abstract

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.

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Author Biography

Gilberto Alfredo Lu Ibarra, Universidad Autónoma Chapingo

Maestro en Estrategia Agroempresarial

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