UNIVERSIDAD AUTÓNOMA DE GUERREROUNIDAD DE ESTUDIOS DE POSGRADO E INVESTIGACIÓN

MAESTRÍA EN COMPETITIVIDAD Y SUSTENTABILIDAD

AGROIDUSTRIAL CLUSTER  GUERRERO : MANGO PRODUCTS

Blanca Flor Figueroa RodríguezSunny Arely Navarrete ValleClaudia Saavedra Hernández

Eliot Joffre Vázquez

MAY, 2015

INTRODUCTION

Hometown: North Burma and northwestern India. --- Considered exotic fruit.

Mexico is the 6th largest producer of mango worldwide.

Mainly exported to: USA, Canada , Japan , France, Holland , Spain and other countries.

Guerrero producer nationwide.

GLOBAL MARKET AND COMPETITION MANGO

Main producer countries worldwide : India , China , Thailand , Indonesia , Pakistan, Mexico and Brazil.

The world market is dominated by red varieties. Mexico produces 4 red varieties ( Haden , Tommy

Atkins, Keitt , Kent ) and 2 yellow varieties (manila and ataulfo ) of excellent quality.

It is usually consumed fresh . The Mexican mango is preferred for its aroma and

flavor.

MANGO GLOBAL MARKET

COMPETITIVENESS OF MEXICO

SWOT ANALYSIS OF MEXICO

STRENGTHS Favorable weather conditions. Extended period of harvest. Consumption of derivatives mango all year . High yield and good fruit quality . Productive experience with business management Availability of labor. Positioning and capacity to meet international markets.

SWOT ANALYSIS OF MEXICO

OPPORTUNITIES Good geographic location Benefits of the FTA. Increase in per capita consumption. Important source of foreign exchange and

permanent employment in the field. Financial institutions and forming strategic

alliances between sectors of producers, packers and marketers.

Opening of new international markets and offer industrial products mango

SWOT ANALYSIS OF MEXICO

WEAKNESSES

Low investment in infrastructure and technologyDifficult access to bank financing .Poor organization of producers and packers Mismanagement of pre and post harvest.Lack of industrial plants.Lack of marketing culture.

SWOT ANALYSIS OF MEXICO

THREATS Organized crime. Poor phytosanitary control . Price variations in the markets Increased production and quality of countries

like India, China, Indonesia, Thailand and Pakistan.

Unsophisticated domestic demand.

DIAMOND ANALYSIS

Context for Firms, Strategies and Business Rivalry

-Industry Productivity-Opening the competitiveness of national-Low competitiveness of intermediaries-Productive experience with corporate governance:Increased production and quality of countries like India, China, Indonesia, Thailand and Pakistan

Factor Conditions

-Favorable weather conditions-Natural Resources Available-Favorable geographical location-Permanent employment in the field -Availability of cheap labor-Research institutions: 6889 nationally-Labor shortage of qualified-Average Education: High School6.9 illiteracy

Demand Conditions

- high population-Increase in per capita consumption-Increased global demand by considering it as exotic fruit-Consumers worldwide Alta Population:credits:-Sophisticated demand-Positioning and capacity to serve international markets-Price variations in the markets.Releated and Support

Industries

- Transformation industries Valley, JUMEX, Mexfrut, Mexifrutas, Citrofrut, Pascual Boing, Schism, The Country, Mango Packing Northeast, CONASPROMANGO

GovernmentFocus on agricultural

modernization.Facilities for permits to

producers.

GovernmentFocus on agricultural

modernization.Facilities for permits to

producers.

RELEVANT CLUSTER CHARTS

VALUE CHAIN

CLUSTER MAP

Agrochemical, fertilizer, weed

killers and pesticides

Plant provider, INIFAP,

producers

Harvesting equipment

Irrigation Technology

Cluster of agricultural

producers in the state

Packaging

Plastic boxes

Equipment for drying

Specialized machinery

Substances for pretreatment

Flavorings, colorings, food preservatives

Few publications in Mango

Government agencies : Secretary of Agriculture (SAGARPA), Health Nationality Service , Food quality and Safety (SENASICA). Secretary of Rural Development, Institute Interamerican of Cooperation for Agriculture, Foundation PRODUCE Guerrero, CONASPROMANGO, South agribusiness

Mango growers, orchards

Intermediaries , supermarkets, public

markets, greengrocers, independent retailers

Organizations : State Council of Mango in Guerrero, CANAINCA, CANIRAC,

CANACINTRA, COPARMEX, CONCAMIN, CONMEXICO,

Supporting industries : Transportation and logistics , Storage, Packaging : plastic and glass , Energy , Water

treatment

ANALYSIS OF THE 5 FORCES INDUSTRY CLUSTER

SYNTHESIS OF CURRENT SITUATION

• Climate and characteristics of its own land to cultivate mango.

• Poorly organized producers. Extensions dispersed production .

• Owners of orchards with few areas of production each.• Technological lag in production.• Poorly focused research institutions, and low levels.• Lack safety in harvest and storage.• Low investment in infrastructure and technology.• Difficult access to bank financing.• Government support for the field. • Little government and private advertising

1. Leadership and commitment of the government to implement the actions and resources to support the value chain, beyond speech.

2. Align the policies of the different public administrations at different levels, work together for the benefit of the state and not just for personal interests.

3. Establish a long-term strategy with the support of external consultants, including all the actors that make up the cluster.

4. Ensure the continuity of long-term projects and support among institutions and government agencies to achieve this.

5. The support of society, companies, universities, local government institutions and civil society organizations throughout the process.

6. Provide government funding to ensure the continuity of projects.7. A long-term horizon and increased government efforts to implement the required

actions, we recommend the support of all the universities in the project for the generation of multiple instrument.

8. Strategic Direction. To be in compliance with intermediate targets to achieve improvement of all members of the cluster map.

9. Opening and sensitivity of producers to make changes in their technical and management.

RECOMMENDATIONS DERIVED FROM THE ANALYSIS INCLUDING THREE RELEVANT PROJECTS, INCLUDING A

SHARED VALUE PROJECT

PROJECT STRATEGY

• Industrialization dehydrated• Improve the education system and level of education.• Investing in research centers and institutes.• Develop a specialized research and development center in mango.• Federal leverage to the mango industry.• Funding and subsidies to producers modernize their pre-harvest techniques,

during harvest, and post-harvest.• Access to financing schemes and federal grants.• One option for reducing post-harvest losses is to industrialize the product.• State incentives for installing processing plants for farm products.• Access and support for private investment sources. • Start the existing industrial park: Establish regulations for the operation of the

industrial park. • Allow installation of food sector companies in the industrial park Install industries

processing farm products in the industrial park status.• Revive the rail service.• Adapt the infrastructure of the industrial park to meet international standards.

Improving roads and telecommunications infrastructure of the state.

•Inductrialization juices and nectars.

•Reduce corruption to all stakeholders through awareness that not doing so is serious for the development of the state. •Enhance strengths, along the value chain, from suppliers and manufacturers of materials for the handle and other related. •Develop productivity and innovation projects to improve business competitiveness. •Train producers to have a business vision and meet specific goals to achieve long-term vision.• Invest in knowledge transfer and research to industrialize waste product of low quality Implement advertising campaigns Mexican industrialized mango to increase domestic consumption.  • Conduct training campaigns towards organic production to meet the trend of international markets. Train and bring together all the players of the various links in the chain

Project Strategy

REFERENCES

http://mim.promexico.gob.mx/http://www3.inegi.org.mx/http://www.economia.gob.mx/delegaciones-de-la-se/estatales/guerrero#http://www.mx.undp.org/content/mexico/es/home/library/poverty/competitividad-social-2012.htmlhttp://www.mx.undp.org/content/dam/mexico/docs/Publicaciones/PublicacionesReduccionPobreza/InformesDesarrolloHumano/UNDP-MX-%20PovRed-ICSMexico-2012.pdfhttp://cuentame.inegi.org.mx/monografias/informacion/gro/economia/default.aspx?tema=me&e=12http://www.sagarpa.gob.mx/saladeprensa/2012/Paginas/2014B289.aspxhttp://mim.promexico.gob.mx/http://www3.inegi.org.mx/http://www.economia.gob.mx/delegaciones-de-la-se/estatales/guerrero#http://www.mx.undp.org/content/mexico/es/home/library/poverty/competitividad-social-2012.htmlhttp://www.mx.undp.org/content/dam/mexico/docs/Publicaciones/PublicacionesReduccionPobreza/InformesDesarrolloHumano/UNDP-MX-%20PovRed-ICSMexico-2012.pdfhttp://cuentame.inegi.org.mx/monografias/informacion/gro/economia/default.aspx?tema=me&e=12http://www.sagarpa.gob.mx/saladeprensa/2012/Paginas/2014B289.aspxhttp://prisma.usal.es/libros/Entomologia_y_Control_Biologico/pdf/fitosanitario.pdf

THANKS FOR YOUR

ATTENTION