Strategies, alliances and business portfolio to develop melon competitiveness in the Comarca Lagunera, Mexico

José de Jesús Espinoza Arellano, Adriana Ramírez Menchaca, Liliana Angélica Guerrero Ramos, Sandra López Chavarría


The Lagunera Region stands out as the most important melon area in Mexico with an annual area of around 5,000 hectares and a production of 134,000 tons. Production in this region is threatened by imports, pests, diseases, marketing problems, high production costs, lack of financing and increased quality requirements by the self-service stores. The objective of this work was to propose a series of strategies, alliances and business portfolio to improve the competitiveness of the melon production chain in the Comarca Lagunera, Mexico to avoid being displaced by competing regions of the country and abroad.                       

Method: In this work we used the methodology known as "Focus Group". There were 27 participants, of whom 18 were producers of melon, five technicians, two officials from the Ministry of Rural Development of the state government of Coahuila and two representatives of companies supplying agricultural inputs. Two days in several dynamics based on previously elaborated formats. The obtained information was classified having obtained the competitive forces, the strategies, the alliances and the portfolio of businesses.                       

Results: Six strategies were identified for the development of competitiveness, their scope, limitations and the estimated time to be carried out. The strategies were: 1) technical training aimed at obtaining certification in food safety, 2) transfer of the technological package, 3) management of resources to finance and ensure production, 4) direct sale of melon to the retail self-service stores, 5) establish alliances with academic and research institutions and 6) establish alliances with state and federal agencies of the Agricultural Sector. As for the alliances are specific to each strategy, highlighting those with federal and state agencies, Universities and research centers of the agricultural sector; institutions of financing and assurance to the field and chains of stores of self-service. Finally, in the business portfolio it is proposed the creation of 1) a melon marketing management office, 2) a credit union, 3) a professional services rendering agency, and 4) a marketing agency for equipment and supplies.                       

Conclusion: The results allowed to define the main strategies, pacts to be realized and the portfolio of businesses tending to develop the productivity and competitiveness of the melon in the Comarca Lagunera de Coahuila. These results were presented and validated in a meeting of the melon product system of the Comarca Lagunera; however, its implementation will depend on the producers being able to organize and carry out the actions proposed here.


focus group; competitiveness; alliances; business portfolio


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