MODELO DE NEGOCIO ALIMENTOS PROCESADOS SALUDABLES: ESTUDIO DE CASO CON ANÁLISIS DE LA PROPUESTA DE VALOR

Abstract

The real solutions of social problems require the effort and sacrifice in every level of the society to advance in the reduction of the problem or reach a solution. The fight against poverty, hungriness, corruption, lack of education and bad nutritious on the citizens, require the effort on all the aspects of the society either affected or not affected to the problem. This thesis is made based on the food industry, where is looking to establish and propose a business model for a group of business and industry in constant grow and development, business focused and worried to create nutritious processed food, adequate for the daily consumption for the customers, without generation any kind of damage either short run or long run. Also, to analyze the value proposition of the different businesses to focus on the organizational reengineering and to offer products or services adequate to the Mexican´s society needs.

We can understand as a value proposition as the reason the market segment recognize and decide to consume the products based on the needs that the product or service satisfy or accomplish.

The modification of the value proposition at the healthy processed food businesses will influence the whole business and the different parts of the business model; in the way the value proposition influence and benefit the consumer, the acceptance and appreciation of the costumer will be bigger, creating strong bonds between the brand and the consumer, bonds that will avoid the substitution of the products or services by the entrance of new competitors. The modify of the value proposition based on the needs of the consumers, is something necessary in the businesses across the time, and that get the companies closer to the creation of shared value and in that case, is the base of the organizational transcendence to guaranteed the presence of the company in the next years.

Based on the actual situation of the country and the alarming healthy data of Mexico, presenting at the Theoretical Framework, we are living a nutrition crisis that must result in the identification of new opportunities, our society is getting sick based on what we eat giving a record death rate related to this issue, and a record on overweight and obesity. This gives us an opportunity to be part of the solution of the market´s needs and identify business that will be part of the solution of the society.

The creation of a unique value proposition in relation to the market´s needs where our products will be commercialize, is the base of shared value creation at the processed food industry, also to be part the solution of social problems will give recognition and affinity to the brand for the consumer to obtain the transcendence of the organization.