Strategies for Sustainability of Coffee Enterprises in Doncello Caquetá, Colombia
Keywords:
Colombian Amazon, Coffee, Strategic capacity, Market, PromotionArticle Sidebar
Main Article Content
Producing and marketing Amazonian coffee in Doncello, Caquetá (Colombia) is considered an emerging venture gaining strength in its operational phase. However, an analysis of the value chain of local coffee entrepreneurs reveals shortcomings in the supply process, due to limited working capital and a lack of strategic management that would increase visibility and market share. This study took a constructivist approach, descriptive in nature and qualitative in scope, supported by document analysis and primary data, the latter obtained through information-gathering techniques and methods (notably through semi-structured interviews conducted in the research area). These data helped identify aspects that hinder broader coffee market reach. In response to the findings, sustainable and cost-effective marketing strategies are presented, focusing on sales management and involving action-oriented alternatives rather than investment tools.
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