Modelo de negocio para la línea de negocios Café Emblema de la empresa Agroindustria La Bonita, en el municipio de Salgar Antioquia
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Universidad de Medellín
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Este trabajo presenta el diseño de la plataforma estratégica y el modelo de negocio para la línea de café de especialidad “Emblema Café” de la empresa Agroindustrias La Bonita S.A.S., ubicada en el municipio de Salgar, Antioquia. A través de una mentoría universitaria bajo la metodología de investigación-acción se fortalecieron las capacidades organizacionales de esta empresa familiar en proceso de formalización. El estudio incluyó un diagnóstico integral del entorno externo e interno de la organización, utilizando herramientas como el análisis PESTEL, el modelo de las cinco fuerzas de Porter y la matriz DOFA. A partir de este análisis se construyó una plataforma estratégica con tres pilares centrados en la diferenciación del producto, la sostenibilidad ambiental y la fidelización de clientes. Posteriormente, se diseñó el modelo de negocio utilizando el enfoque del Business Model Canvas, alineado con los objetivos de optimización de los procesos productivos, diversificación de la oferta y posicionamiento en el mercado de cafés especiales e incorporando pricing inteligente, “Jobs to be done” para la segmentación de clientes y trazabilidad. Finalmente, se propusieron indicadores clave de desempeño (KPI) que permitirán monitorear la ejecución de la estrategia y su impacto en la productividad, posicionamiento, fidelización y sostenibilidad. Este trabajo aporta herramientas estratégicas clave para mejorar la competitividad y sostenibilidad de pequeñas agroindustrias rurales como Agroindustria La Bonita S.A.S.
The following paper expounds upon the conceptualization and design of a strategic platform and business model for the specialty coffee line "Emblema Café" of the company Agroindustrias La Bonita S.A.S., located in the municipality of Salgar, Antioquia. The organizational capacities of the family business, which is currently in the process of formalization, were strengthened through university mentoring carried out under the action research methodology. The study incorporated a thorough diagnosis of the organization's external and internal environments, employing analytical tools such as PESTEL analysis, Porter's five forces model, and a SWOT matrix. A strategic platform was developed based on an analysis that identified three fundamental pillars: product differentiation, environmental sustainability, and customer loyalty. Consequently, a business model was formulated using the Business Model Canvas framework to optimize production processes, diversify the product offering, and position the brand in the specialty coffee market. The model incorporates smart pricing, the "jobs to be done" approach to customer segmentation, and traceability. Finally, key performance indicators (KPIs) were proposed to monitor the execution of the strategy and its impact on productivity, brand positioning, customer loyalty, and sustainability. This work provides key strategic tools to improve the competitiveness and sustainability of small rural agroindustrial companies, such as Agroindustrias La Bonita S.A.S.
The following paper expounds upon the conceptualization and design of a strategic platform and business model for the specialty coffee line "Emblema Café" of the company Agroindustrias La Bonita S.A.S., located in the municipality of Salgar, Antioquia. The organizational capacities of the family business, which is currently in the process of formalization, were strengthened through university mentoring carried out under the action research methodology. The study incorporated a thorough diagnosis of the organization's external and internal environments, employing analytical tools such as PESTEL analysis, Porter's five forces model, and a SWOT matrix. A strategic platform was developed based on an analysis that identified three fundamental pillars: product differentiation, environmental sustainability, and customer loyalty. Consequently, a business model was formulated using the Business Model Canvas framework to optimize production processes, diversify the product offering, and position the brand in the specialty coffee market. The model incorporates smart pricing, the "jobs to be done" approach to customer segmentation, and traceability. Finally, key performance indicators (KPIs) were proposed to monitor the execution of the strategy and its impact on productivity, brand positioning, customer loyalty, and sustainability. This work provides key strategic tools to improve the competitiveness and sustainability of small rural agroindustrial companies, such as Agroindustrias La Bonita S.A.S.
Palabras clave
Café de especialidad, Modelo de negocio, Plataforma estratégica, Sostenibilidad, Investigación-acción, Precios inteligentes, Trazabilidad, Canales de distribución, Origen, Comercio justo, Materias primas, Specialty coffee, Business model, Strategic platform, Sustainability, Action research, Smart pricing, Traceability, Distribution channels, Origin, Fair trade, Commodity