Evaluation of the Maguey products portfolio for rural cooperatives in Mexico

  • María del Rosario Villavicencio-Gutiérrez Instituto de Ciencias Agropecuarias y Rurales. Universidad Autónoma del Estado de México. Mexico
  • Francisco Ernesto Martínez-Castañeda Instituto de Ciencias Agropecuarias y Rurales. Universidad Autónoma del Estado de México. Mexico http://orcid.org/0000-0003-0168-921X
  • Angel Roberto Martínez-Campos Instituto de Ciencias Agropecuarias y Rurales. Universidad Autónoma del Estado de México. Mexico


This paper shows a products portfolio from a cooperative society of Maguey pulquero producers analysis, as an instrument of strategic planning and investment. The commercial diagnostic phases, market research and portfolio products design were considered. A productive chain analysis was made, considering their productive links, post-harvest management and commercialization. A market research was made in two important market centers in business influential regions, where we identified the knowledge and frequency of consumption of the maguey products. The Boston Consulting Matrix was used in order to integrate the portfolio’s products and the Ansoff Matrix to determine the product’s positioning. Finally, an investment and economic viability analysis of the portfolio products was made. Six products were gotten, being the pulque and the agave syrup the investment priority products given the profits they generate while the penca, ixtle and paper represent complementary income. The strategies for the pulque and the agave syrup were the market penetration, and the strategies for the rest of the products are the market and product development. The analyzed products were positive to Net Present Value, Investment Return Rate and cost benefit ratio.


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How to Cite
Villavicencio-Gutiérrez, M. del R., Martínez-Castañeda, F., & Martínez-Campos, A. (2018). Evaluation of the Maguey products portfolio for rural cooperatives in Mexico. Journal of Agriculture and Environment for International Development (JAEID), 112(2), 361-380. https://doi.org/10.12895/jaeid.20182.826
Research Papers