Repositorio Institucional Universidad EAFIT ::Examinando por Materia "Mega tendencias"

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Diseño de la estrategia competitiva y el modelo de negocio para el cultivo de aguacate de la finca Tierra Labrantía
(Universidad EAFIT, 2021) Hurtado Mejía, Juan Camilo; Rivas Montoya, Luz Maria
Based on a Hass avocado culture from “Tierra Labrantía farm, and using the Guía para la innovación de modelos de negocios, de Giraldo y Rivas-Montoya, a business model was designed to adjust to the commercialization of this product. The business model was designed analyzing interviews from stakeholders from to the hass industry (Marketers, producers, owners and agronomist) searching and analyzing different mega tendencies related to the hass avocado. Once this elements were collected and analyzed, different components from the strategic planning tools were identified, such as the customer Jobs, pains and gains, and the activities to relief pains and create gains to the customers, and this way develop and deliver a product that achieves with all expectations, which were portrayed in the business model and value proposal canvas from Osterwalder and Pigneur, and the Bowman strategic watch, which were used to design a proper value proposal for the commercialization of the culture. Following the initiation, ideation and integration phases from the guide, the competitive strategy and business model was designed to contribute to the economic growth of this culture.