Plan estratégico para el café de la región Cusco
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Date
2023-02-03
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Pontificia Universidad Católica del Perú
Abstract
La oferta mundial del café es superada por la demanda, por lo que genera
implicancias en el comportamiento del precio internacional del café. El potencial de
crecimiento de los cafés especiales representa una oportunidad comercial destacable.
Al respecto, el Perú es el primer exportador de café orgánico a nivel mundial, y la
región Cusco se configura como uno de los principales productores de café orgánico
de Perú. Los principales países importadores de café orgánico son liderados por
Estados Unidos, Alemania y Bélgica, apreciándose un alto crecimiento de la demanda
de dicho café. No obstante, la deficiente infraestructura, así como el incipiente
desarrollo del clúster cafetalero de la región son serios limitantes. Los productores
dependen de intermediarios que no los articulan eficientemente con el mercado.
Las microempresas y pequeñas empresas del sector cafetalero de la región
Cusco enfrentan importantes retos respecto a la productividad, calidad y
comercialización de su producto. A fin de desarrollar ventajas competitivas
sostenibles para el sector, la aplicación del Modelo Secuencial del Proceso Estratégico
del Dr. D'Alessio establece ocho estrategias de desarrollo para el sector: (a)
penetración en los mercados de cafés de especialidad en EE. UU. y Alemania; (b)
diferenciación con productos de especialidad; (c) desarrollar productos con valor
agregado; (d) desarrollar la cultura cafetalera de la región Cusco a través de
programas de educación escolar y formación al agricultor; (e) fomentar y consolidar
el clúster competitivo del sector cafetalero de la Región Cusco; (f) desarrollar
programas de integración del agricultor con la cadena productiva del café; (g)
promover la gestión del conocimiento para desarrollar la productividad, calidad,
participación de mercado y el cuidado del medio ambiente y (h) identificar y
satisfacer nuevos nichos de mercado de cafés especiales.
The supply of coffee in the world is superseded by demand; which affects international coffee prices. The growth potential of specialty coffees represents a remarkable business opportunity. In this regard, Peru is the leading exporter of organic coffee worldwide, and the Cusco region constitutes one of the leading producers of organic coffee originating from Peru. The principle imports of organic coffee are the USA, Germany and Belgium, showing a significant growth in coffee demand. Peru’s macroeconomic conditions and Free Trade Agreements are very favorable for the development of the sector; however, poor infrastructure and the slow development of the coffee cluster in the region are serious limitations. Coffee growers rely on intermediaries that do not connect them effectively with the market. The micro and small enterprises of the coffee sector in the Cusco region face major challenges regarding the productivity, quality and marketing of their product. In order to develop sustainable competitive advantages for this sector, we implemented Dr. Fernando D’Alessio’s Sequential Strategic Process Model and reached eight development strategies for the sector: (a) Penetration in specialty coffee markets in the USA and Germany, (b) Differentiation trough specialty products, (c) Development of value-added products, (d) Development of the coffee culture in the Cusco region through school education programs and specialized training for coffee growers, (e) Promotion and strengthening of coffee promotion network in the Cusco region, (f) Development of programs that integrate the coffee growers with the coffee production chain (g) Promotion of knowledge management in order to develop and increment productivity, quality, market participation and care for the environment (h) Identifying and d responding new to specialty niches in the coffee market.
The supply of coffee in the world is superseded by demand; which affects international coffee prices. The growth potential of specialty coffees represents a remarkable business opportunity. In this regard, Peru is the leading exporter of organic coffee worldwide, and the Cusco region constitutes one of the leading producers of organic coffee originating from Peru. The principle imports of organic coffee are the USA, Germany and Belgium, showing a significant growth in coffee demand. Peru’s macroeconomic conditions and Free Trade Agreements are very favorable for the development of the sector; however, poor infrastructure and the slow development of the coffee cluster in the region are serious limitations. Coffee growers rely on intermediaries that do not connect them effectively with the market. The micro and small enterprises of the coffee sector in the Cusco region face major challenges regarding the productivity, quality and marketing of their product. In order to develop sustainable competitive advantages for this sector, we implemented Dr. Fernando D’Alessio’s Sequential Strategic Process Model and reached eight development strategies for the sector: (a) Penetration in specialty coffee markets in the USA and Germany, (b) Differentiation trough specialty products, (c) Development of value-added products, (d) Development of the coffee culture in the Cusco region through school education programs and specialized training for coffee growers, (e) Promotion and strengthening of coffee promotion network in the Cusco region, (f) Development of programs that integrate the coffee growers with the coffee production chain (g) Promotion of knowledge management in order to develop and increment productivity, quality, market participation and care for the environment (h) Identifying and d responding new to specialty niches in the coffee market.
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Keywords
Planificación estratégica, Café--Industria y comercio--Perú, Pequeñas y medianas empresas--Perú, Comercio internacional--Perú
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