Estrategia y modelo de negocio en el mercado de alimentos y bebidas funcionales

Abstract

The food and beverage market is growing in the world and the company Grupo Empresarial Jaramillo - GEJ - requires a value proposal and a business model that supports the competitive strategy to be sustainable and profitable in this segment of the market -- The present paper defines a proposal of competitive strategy and a business model through a qualitative research, that includes a documentary review and some interviews to clients and employees of GEJ -- The results can be found in the strategy, the business model and the value proposition of the organization, in relation to the trends of the functional food and beverage market