Bibliographic citations
Segura, J., (2021). Análisis estratégico y de marketing para el Palmito de Pijuayo en la Asociación de Productores de Palmito de Aguaytía, Ucayali [Universidad Nacional Agraria La Molina]. https://hdl.handle.net/20.500.12996/4756
Segura, J., Análisis estratégico y de marketing para el Palmito de Pijuayo en la Asociación de Productores de Palmito de Aguaytía, Ucayali []. PE: Universidad Nacional Agraria La Molina; 2021. https://hdl.handle.net/20.500.12996/4756
@mastersthesis{renati/1115795,
title = "Análisis estratégico y de marketing para el Palmito de Pijuayo en la Asociación de Productores de Palmito de Aguaytía, Ucayali",
author = "Segura Peña, Jaime Ildefonso",
publisher = "Universidad Nacional Agraria La Molina",
year = "2021"
}
This research had the objective of conducting a strategic and marketing analysis to determine strategies for the Association of Heart of Palm Producers of Aguaytía. Heart of palm has great potential as a fresh and healthy product and the objective of the study was to carry out an analysis of the association that would allow the association to define strategies to improve its profitability and sustainability. In the external and internal analysis, the SWOT matrix was used as a basis, and Porter's strategic analysis was also carried out. For the marketing analysis, the 4Ps of marketing were analyzed. As a result, it was evidenced that at the organizational level, associativity constitutes an element that enhances an organization, and its strengthening should be considered as the first strategy to apply in cases of small farmers. It was also determined that the lack of profitability in this case was conditioned by the lack of adequate knowledge of crop management, which prevented productivity improvement and by the lack of access to markets with more attractive prices. Supermarket were found as an interesting market and at an international scope the most attractive is the French market. As the subject of study represents a common case in Peruvian agriculture, this case can be used as an example of characterization of small companies and the necessary strategies to analyze to promote their development in search of competitiveness and sustainability.
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