Abstract

SANTOS-LAVALLE, Rodolfo et al. Opportunities for goat farmers in Guanajuato, Mexico, in the marketing of fine cheese. Rev. mex. de cienc. pecuarias [online]. 2018, vol.9, n.3, pp.601-613. ISSN 2448-6698.  https://doi.org/10.22319/rmcp.v9i3.4500.

Since 2008 the real price of goat's milk has been decreasing. By the impossibility of negotiate an improvement, some producers have chosen to make artisan cheese. This research allows to know the challenges and opportunities to take this decision. The objective was to analyze the causes that limit the participation and the positioning in the market of companies producers of fine cheese owned by goat producer, located in Guanjuato, México, in order to identify alternatives aimed at increasing sales. The study was conducted under the value network approach and semi-structured surveys were carried out to different actors that make it up; the information allowed to identify trade flow, price formation and identify perceived problems and their causal complex. It was found that the analized enterprises have a weak position in the markets and a limited participation in direct sales to retailers in potential markets. The low differentiation of the products and the low bargaining power with its buyers are the main causes. Based on these findings, it is proposed to manage innovations in products, processes and marketing.

Keywords : Value network; Product differentiation; Positioning; Innovation.