Análisis del entorno competitivo de la industria del mezcal de Valles Centrales, Oaxaca

Abstract

Competitive analysis is a key element for companies because it identifies opportunities, optimizes resources, minimizes risks, and therefore makes better decisions that increase competitiveness. In this sense, this qualitative, exploratory, descriptive, and cross-sectional research, aims to conduct a competitive analysis of the mezcal industry in the Valles Centrales region of the state of Oaxaca, based on Porter’s Five Forces Model. The results show that new competitors with designation of origin exert pressure by positioning themselves in the market with highly differentiated products and/or lower prices; the bargaining power of buyers is high, mainly because the products are standardized, coupled with a large number of suppliers in the region; buyers exert strong pressure for companies to innovate their products and guarantee quality and price; substitute products represent a high threat because there is a great diversity of alcoholic beverages made with agave in the market; existing competitors represent a high threat, there are other states in Mexico that have the designation of origin and are increasing their market share, such as the case of Puebla. It is concluded that the mezcal industry in the Valles Centrales region is highly competitive, but the pursuit of sustainability is fundamental for its long-term viability; the adoption of responsible agricultural practices that ensure the regeneration of agave and the preservation of the environment in the fields is essential to maintain the natural resources that support this industry.