Estrategia competitiva : retos de una agroindustria enfocada en la desinfección para el sector lechero colombiano

Abstract

This study focuses on the development of a competitive strategy for a disinfectant production company in Colombia’s dairy industry. A PESTEL analysis was conducted to assess political, economic, social, technological, environmental, and legal factors, unveiling growth opportunities stemming from the demand for sustainable products and challenges such as changing regulations. Porter’s Five Forces analysis highlighted intense competitive rivalry and the potential for new market entrants. Introspection through VRIO analysis and the Organizational Radar shed light on internal capabilities, such as unique technical certifications and idle production capacity, identifying both strengths and areas for improvement in organizational coherence and customer understanding. The Value Proposition CANVAS and the Business Model CANVAS provided a framework to comprehend how the company delivers value through innovative products and services. Ultimately, strategic decisions were proposed in response to the identified risks and opportunities, such as investing in R&D for eco-friendly disinfectants, implementing digital technology, and pursuing geographical expansion. The research concludes with a set of recommendations to ensure sustainable competitive advantage and foster proactive growth.