UNIVERSIDAD AUTNOMA DE GUERRERO

UNIDAD DE ESTUDIOS DE POSGRADO E INVESTIGACIN

MAESTRA EN COMPETITIVIDAD Y SUSTENTABILIDAD

AGROIDUSTRIAL CLUSTER
GUERRERO : MANGO PRODUCTS
Blanca Flor Figueroa Rodrguez
Sunny Arely Navarrete Valle
Claudia Saavedra Hernndez
Eliot Joffre Vzquez

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

technology
Difficult 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.

Government
Focus on agricultural
modernization.
Facilities for permits to
producers.

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 School
6.9 illiteracy

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

DIAMOND ANALYSIS

Releated and Support

Industries

- Transformation industries Valley,

JUMEX, Mexfrut, Mexifrutas,
Citrofrut, Pascual Boing, Schism,
The Country, Mango Packing
Northeast, CONASPROMANGO

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.

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

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,

Packaging
Plastic boxes
Equipment for drying

Specialized
machinery
Substances for
pretreatment
Flavorings, colorings,
food preservatives
Few publications in
Mango

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

ANALYSIS OF THE 5 FORCES INDUSTRY CLUSTER

SYNTHESIS OF CURRENT SITUA TION

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

RECOMMENDATIONS DERIVED FROM THE ANALYSIS

INCLUDING THREE RELEVANT PROJECTS, INCLUDING A
SHARED VALUE PROJECT
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.

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.

Project Strategy
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

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-soc
ial-2012.html
http://www.mx.undp.org/content/dam/mexico/docs/Publicaciones/Publicaciones
ReduccionPobreza/InformesDesarrolloHumano/UNDP-MX-%20PovRed-ICSMexico-2012
.pdf
http://cuentame.inegi.org.mx/monografias/informacion/gro/economia/default.asp
x?tema=me&e=12
http://www.sagarpa.gob.mx/saladeprensa/2012/Paginas/2014B289.aspx
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/competitividadsocial-2012.html
http://www.mx.undp.org/content/dam/mexico/docs/Publicaciones/PublicacionesRedu
ccionPobreza/InformesDesarrolloHumano/UNDP-MX-%20PovRed-ICSMexico2012.pdf
http://cuentame.inegi.org.mx/monografias/informacion/gro/economia/default.aspx?
tema=me&e=12
http://www.sagarpa.gob.mx/saladeprensa/2012/Paginas/2014B289.aspx
http://prisma.usal.es/libros/Entomologia_y_Control_Biologico/pdf/fitosanitario.pdf

THANKS FOR
YOUR
ATTENTION