Strategic map for the conquest of the sucre market with corn coffee

Abstract

The present analysis focuses on the formulation of a strategy for the introduction of a new agri-food product (corn coffee) in the Sucre-Bolivia market using the three- dimensional approach of D. F. Abell. This proposal seeks to take advantage of the nutritional and healthy characteristics of corn.

Through secondary information, an estimated demand of 10’181,358 kg/yearly coffee in Bolivia is estimated. And from surveys to 384 people it is revealed that 27% of the surveyed population showed interest in consuming corn coffee, where it is estimated that the annual demand for this coffee in Sucre urban area is approximately 109,137 kg/year, which represents a significant opportunity for its commercialization.

The analysis identifies two main consumer segments where a dual positioning strategy is recommended.

• Ground coffee for consumers at home (77%) who seek flavor and enjoyment.
• Instant coffee for consumers at work (23%) offering ease and speed of preparation.

These findings suggest a significant opportunity to position corn coffee in the market.

Keywords: Relevant market, positioning, demand measurement, segmentation, perception maps