Maestría Agronegocios

URI permanente para esta colecciónhttp://hdl.handle.net/11634/46426

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Propuesta a partir de técnicas e instrumentos de planificación y control estratégico para el posicionamiento competitivo de sustrato microbiano activado orientado al acondicionamiento edafológico de pequeños y medianos productores agropecuarios en Barrancabermeja (Santander)
(Universidad Santo Tomás, 2026-05-14) Marimon Moreno, German Danilo; Olarte Dueñas, Maryi Yurany; Universidad Santo Tomás
This research proposed a competitive positioning strategy for an activated microbial substrate, similar to Bokashi, designed for soil conditioning for small and medium-sized agricultural producers in Barrancabermeja, Santander. The central problem was related to the production deficit and dependence on conventional and imported fertilizers, a situation exacerbated by climatic, economic, logistical, and geopolitical fluctuations that affected costs, input availability, and the sustainability of local agricultural activity. The main scope encompassed the commercial, technical, administrative, financial, and risk assessment of the proposed business model. Methodologically, the study adopted a mixed-methods approach, both exploratory and descriptive. The research was conducted in five phases: market analysis, technical study, administrative study, economic-financial study, and risk assessment. This involved bibliographic and documentary review, direct observation, a survey of agribusinesses, PESTEL and SWOT matrices, Porter's Five Forces analysis, financial projections, and a frequency and impact matrix for risk assessment. The results showed favorable conditions for introducing the biofertilizer, especially due to its relationship with sustainability, the utilization of organic waste, cost reduction, and the potential to enhance soil fertility. The financial analysis estimated an IRR of 148.41% and a return on investment in less than one year. In conclusion, the model was considered viable, profitable, and relevant, provided it was accompanied by technical training, field validation, institutional partnerships, and marketing strategies tailored to the rural context.
Estrategias para el fortalecimiento de la gestión agroempresarial en la asociación de apicultores ASOAPISUR de la provincia Guanentá en el Departamento de Santander
(Universidad Santo Tomás, 2026-05-13) Sarmiento Jerez, Wilfan Yesid; Patiño Becerra, Fanny Bernarda; Universidad Santo Tomás
The Association of Beekeepers of Southern Santander (ASOAPISUR) faces several challenges, such as low productivity, limited participation of beekeepers in organizational decision-making, and restricted investment in productive improvements. Therefore, the objective focuses on developing strategies to optimize the productivity, marketing, and sustainability of the Association of Beekeepers of Southern Santander (ASOAPISUR). The research was descriptive, with a qualitative, non-experimental, cross-sectional approach. The target population consisted of 24 small-scale honey producers located in 10 municipalities of the Guanentá province. A comprehensive diagnostic assessment of the ASOAPISUR association was conducted to identify areas for improvement through a SWOT analysis and by proposing the development of an action plan to enhance social cohesion processes while optimizing production and marketing processes. Among the results, it is highlighted that the development of a strategic plan strengthens the organizational structure of the ASOAPISUR association, promotes the adoption of new production practices, and improves the commercialization of beekeeping products. It is concluded that the proposed action plan constitutes a comprehensive intervention to strengthen the productive, environmental, organizational, and social sustainability of the ASOAPISUR association.
Finca La Alegría, producto agroturístico en la vereda El Aburrido, municipio de Bucaramanga, Santander
(Universidad Santo Tomás, 2026-05-07) Vargas Barbosa, Jaqueline; Blanco Tirado, Teresa del Socorro; Universidad Santo Tomás
In Colombia, most cocoa growers are small-scale producers who derive their income primarily from cacao bean production, leaving them vulnerable to any contingencies related to cultivation or commercialization of the crop. These productions are often carried out within family farming environments under agroforestry systems that enrich the landscape and biodiversity of their farms. Although these conditions are not commonly leveraged for economic purposes, from the perspective of new rurality and the conservation of intangible cultural heritage linked to family farming, they represent a high potential for income diversification if promoted through agritourism activities.Agritourism adds value to territorial resources, both tangible (infrastructure, natural resources) and intangible (cultural values, traditions, festivals), as it fosters unique educational and cultural experiences, strengthening local identity, generating lasting impressions, and contributing to local development. This study evaluated the agritourism potential of La Alegría farm using a mixed-methods approach, identifying tangible elements such as infrastructure, cacao agroforestry systems, small animal production, landscape, water sources, and biodiversity. Among the intangible elements, the study highlighted knowledge of cacao cultivation and processing, festivals related to cocoa culture, and the growing interest in reconnecting with nature. It was concluded that, to successfully implement agritourism on the farm, alignment with public programs is essential to enhance the tourist experience. Finally, the financial analysis revealed that the investment could be recovered within 2.25 years, reinforcing the feasibility of the project as a sustainable rural development strategy.
Análisis de Mercados con Relación a Carne de Pollo Producida por Método de Crianza Tradicional y Carne de Pollo Libre de Antibiótico Promotores de Crecimiento en Santander
(Universidad Santo Tomás, 2026-05-05) Suarez Gómez, Nixon Ali; Patiño Becerra, Fanny Bernarda; Universidad Santo Tomás
The production and marketing of chicken meat (Gallus gallus domesticus) worldwide have been fundamental pillars of government policies and strategies in many countries, aimed at ensuring food sovereignty (Restrepo, 2021). In Latin America, countries such as Brazil have demonstrated that the implementation of more efficient and productive methods in chicken meat production and marketing can significantly boost this industry, making it a key component of the national economy (Bernal and Cortez, 2020). According to Zuazo and Amarista (2023), the Peruvian poultry industry plays a prominent role in the agro-industrial sector, ranking first with a 53% share of the country’s agro-industrial sector. In Colombia, the poultry industry has experienced significant growth compared to previous decades, as a result of a strong commitment between government agencies and the agribusiness sector, focused on improving infrastructure and sanitary conditions (FENAVI, 2024). Although the national poultry industry has made significant strides in terms of chicken meat production and marketing, the last two quarters of 2023 showed a slight slowdown due to inflationary pressures, the aftermath of the COVID-19 pandemic, and political changes at the national level (FENAVI, 2024). Nevertheless, it is noteworthy that, in the last quarter of 2023, poultry production showed a recovery, outperforming other production systems such as beef and pork (FENAVI, 2024). Nationally, the department of Santander ranks among the top five departments in terms of chicken meat production and marketing, contributing significantly to the country’s poultry GDP (Acevedo, Cortés, and Habson, 2006). Moyano (2021) used a market analysis to determine the dynamics of chicken meat consumption in a municipality in Santander, which highlights the importance of this protein in the household food basket of Santander residents. This trend of exponential growth in chicken meat production and sales has raised growing concerns among consumers about product quality. To address these concerns, it is crucial to examine the production systems used, particularly the use of antibiotics as growth promoters in poultry feed—a practice that has improved the absorption and utilization of nutrients in the feed provided (Prado and García, 2024). However, the inappropriate use of these antibiotics has led to the development of multidrug-resistant bacteria, which poses a significant problem for human health and the environment, in turn generating growing concerns regarding public health and environmental sustainability (Caller et al., 2023; Portella et al., 2023). These concerns have led to a shift in consumer perception, with consumers placing increasing importance on the traceability of the products they consume, which could have negative repercussions on chicken consumption, significantly affecting the poultry industry (Haque et al., 2020). Based on the above, the following research question is formulated: What are the perceptions of consumers in the department of Santander regarding chicken meat produced using traditional rearing methods versus chicken meat produced using rearing methods free of growth-promoting antibiotics, and how do these perceptions influence their purchasing decisions?
Estrategia de posicionamiento para la marca arroz Roa producida y comercializada por la Organización Roa Florhuila (ORF S.A) en Cúcuta, Norte de Santander y su Área Metropolitana
(Universidad Santo Tomás, 2026-01-26) Daza Soto, Salomón; Bianchá Hernández, Alejandro; Universidad Santo Tomás
The primary purpose of this undergraduate project was to propose a differentiation strategy for positioning the Arroz Roa brand in Cúcuta, Norte de Santander, and its Metropolitan Area. The research adopted a mixed-methods approach. The quantitative phase employed a survey to determine purchase frequency, the influence of purchasing habits, and brand preference levels. The qualitative phase utilized interviews to gather the perceptions and opinions of stakeholders. This information was analyzed using a SWOT analysis, which revealed a critical opportunity in the market: 49.1% of consumers prioritize quality over price. Furthermore, the most valued attribute is loose, whole grain, which constitutes an intrinsic strength of the brand. However, weaknesses were identified, including a lack of regional promotion and limited distribution coverage in satellite municipalities. Based on these findings, the differentiation strategy emphasizes a Unique Selling Proposition (USP): Arroz Roa, guaranteed loose grain. The proposal is embodied in a Marketing Mix that enhances the Product offered (seal of guarantee), improves the Place (distribution channels through Lead Generation), and definitively establishes the Promotion model through digital advertising, aiming to build trust. The actions within the proposal seek to ensure that the differentiation strategy enables Arroz Roa to achieve a leading position in the sustained development of its brand in the local market.
Identificación de la factibilidad técnica y ambiental del cultivo de cáñamo, Cannabis Sativa L, en la vereda Las Quebradas, Piedecuesta, Santander: un enfoque en la nueva ruralidad y la sostenibilidad
(Universidad Santo Tomás, 2025-02-18) Valdivieso Mendoza, Silvia Juliana; Estupiñán Aponte, Luis Carlos
This project aims to identify the technical and environmental feasibility of hemp cultivation in the village of Las Quebradas, Piedecuesta, Santander, Colombia. It is proposed as a comprehensive strategy to revitalize rural areas and promote sustainable development in alignment with the Sustainable Development Goals (SDGs) set by the United Nations. Special emphasis is placed on goals related to affordable and clean energy (SDG 7), fostering industry, innovation, and infrastructure (SDG 9), and promoting sustainable production and consumption patterns (SDG 12). In response to challenges such as youth migration to urban areas, the decline of the active rural population, environmental degradation caused by inadequate agricultural practices, overexploitation of natural resources, the disconnect between production and markets, and the lack of added value in agricultural production, this study seeks new economically and environmentally sustainable opportunities for the rural community of Piedecuesta. The importance of diversifying production methods and accessing environmentally friendly products is emphasized. The study is based on a comprehensive analysis that combines the principles of new rurality and sustainability. It examined aspects such as the availability of suitable land for cultivation, the municipality’s compatibility with the agroecological factors required for hemp development, the potential for job creation, and possible environmental impacts. In conclusion, productive alternatives are offered that foster rural development and promote hemp cultivation as a viable and sustainable option, significantly contributing to the well-being and prosperity of rural communities in Colombia.
Formulación de estrategias participativas con los productores asociados a COOCIC para su alistamiento frente a la Norma de Aceite de Palma Sostenible de Colombia
(Universidad Santo Tomás, 2024-09-11) Sánchez Reyes, David Segundo; Blanco Tirado, Teresa del Socorro
This study was conducted with the objective of formulating strategies with a participatory approach to help small producers associated with COOCIC advance in complying with the NE001 standard for Sustainable Palm Oil from Colombia (APSCO), in the municipality of Tamalameque, Cesar. These producers face significant challenges, such as climate change and market regulations, which affect the commercialization of palm oil in the European market, making certification in sustainability standards necessary. The research used a non-experimental descriptive methodology based on territorial planning. A census of the 38 producers was conducted using a questionnaire of 142 questions to determine the sustainability index (IDS), considering practices established in the economic, environmental, and social dimensions of the standard. The results obtained reveal that the overall average sustainability index (IDS) of the producers was 43.1%. This percentage highlights critical areas that require attention, particularly in the environmental and social dimensions, which received scores of 21.2% and 38.1%, respectively. Identified limitations include non-compliance with environmental and labor regulations, particularly in aspects such as water resource management, chemical waste management, protection of flora and fauna, labor formalization, and the occupational health and safety management system (SGSST).
Plan de negocios para una empresa productora y comercializadora de sales mineralizadas para bovinos en la provincia de García Rovira
(2024-07-08) Álvarez Palomino, Laura Vanessa; Ardila Pinto, Tilcia Yaneth
In the province of García Rovira, there are no companies producing mineralized salts for cattle. The project aims to determine the feasibility of establishing this agribusiness through market, technical, and financial studies, with the goal of boosting the region's growth and development. The project was of a mixed type, with an exploratory statistical approach through observation and a descriptive study applying survey techniques through data collection, systematization, analysis, and dissemination. As a result, the market study revealed a promising opportunity for creating the company; there is significant product demand among ranchers, with 94.23% using mineralized salts and a purchase intention of 19 tons per month, showing favorable disposition from key market players. The technical study identified significant opportunities, highlighting the importance of operational efficiency, territorial focus, and commitment to social and environmental responsibility. The installed capacity is 45 tons per month, starting with 42% utilized capacity and an annual growth projection of 12%, estimating that in five years the company will utilize 90% of installed capacity, reaching 487.2 tons annually. Finally, the financial study confirms the business's viability and profitability potential, achieving a 25% net profit margin per product sold and a gross profit margin of 14.3%, reflecting efficient cost management. From the first year, the company will generate $28,733,085 in profits. The project's IRR is 7.39% in the first year, indicating profitability and the ability to generate attractive returns for investors. In five years, 65.67% of the initial investment will be recovered, presenting the project as a solid and innovative opportunity in the province of García Rovira.
Análisis de la Dinámica Comercial del Aceite de Palma en el Mercado Global y su Proyección en la Agroindustria Colombiana
(Universidad Santo Tomás, 2024-04-08) Ocampo Corrales, Luis Felipe; Carolina, Rossi Lazo
Vegetable oils are raw materials for the production of food, cosmetics, personal care productos, and biofuels; this is due to its high and growing demand in the global market. Mereover, Palm oil accounts for 36% of global production, followed by soybeans, rapeseed and sunflower, among others. In the world ranking, the main palm oil producing countries are Indonesia with a 59% share in production, Malasia with 25%, Tailandia with 3%, followed by Colombia in fourth place in world production with a 2% share with approximately 1.6 million tons by 2020 and 1.7 million tons in 2022.
Propuesta para la creación de un hotel tipo glamping en el municipio de Guadalupe, Santander
(Universidad Santo Tomás, 2023-11-20) León Mendoza, Jorge Alejandro; Buitrago Nuñez, Diana Astrid
The absence of a glamping-type hotel to offer new and innovative services for tourists was identified as a problem, the general objective was to develop a business plan for the creation of a glamping-type hotel in the municipality of Guadalupe, Santander. To this end, specific objectives are established: identify the sociodemographic characteristics of potential clients and thus recognize their market niches. Also, the tourist plant of the municipality was characterized, evidencing the offer or competition present in it. Likewise, to potentiate the impact of the project, a portfolio of products and services was designed, which underlined its differentiation from competitors in the sector. Finally, the financial evaluation that allowed to analyze the feasibility of the project was carried out, being this beneficial for the parties involved. The methodology used, was defined as a mixed approach method, divided into three stages, literature review, questionnaire surveys and assisted interviews. The results of the characterization identify young people, with a medium-high purchasing power, with a high level of training, willing to live an experience in contact with nature without losing comfort conditions. On the part of the hotel offer of the municipality, 95% are managed by local people. A financial viability matrix is presented, allowing the conclusion that in time Gache Glamping will be a strong company in financial matters that will make it sustainable in the market.
Modelo empresarial para la empresa AGROSILVER en el municipio de Sabana de Torres, Santander, Colombia
(Universidad Santo Tomás, 2023-11-29) Sandoval Vargas, Julián Eduardo; Vargas Cediel, Juan Pablo; Buitrago Núñez, Diana Astrid
The Purpose of the project was to implement a business model for the company AGROSILVER, located in Sabana de Torres, Santander. The model pretended to create an administrative, productive, and financial structure that could lead to further certifications such as Good Agricultural Practices (GAP), Good Livestock Practices (GLP), as well as RSPO (Roundtable on Sustainable Palm Oil) certification. A projective qualitative and quantitative research was conducted by means of implementing surveys, interviews, and field observations which allowed a deep analysis of the company’s current situation, leading to the suggestion of possible alternatives to optimize the administrative, productive, and financial processes of the business. AGROSILVER’s information of the last two business years was used to create the SWOT base of this project. As a result of the matrix, a proposal for the administrative structure was presented, which included a new business mission and vision, an organizational chart with departments, divisions, responsibilities, and job profiles. The proposal also suggested the implementation of standardized programs on productive processes and included an evaluation of the company's financial statements in order to determine the business’ possible growth within a period of five years and to predict the possible profitability of the company based of different financial models. Finally, improvement proposals were presented. These proposals will substantially favour AGROSILVER's organizational model, enhancing the company’s position in the market, enabling in turn, medium to long-term sustainability.
Perspectivas comerciales del agronegocio de tomate producido bajo cubierta en el Municipio de Betulia, Santander
(Universidad Santo Tomás, 2023-11-22) Arguello Granados, Sergio Alberto; Paez Ardila, Diana Carolina
This research work was developed with the objective of proposing a marketing scheme for Betulia farmers in the department of Santander, in which the different marketing schemes that are implemented in many places in the world were identified. A contextualization of tomato production at a global and national level was carried out; the research carried out is descriptive and explanatory in nature. As a primary source, a survey was applied to characterize the farmers where it was possible to know: the personal and household profile of the farmers, their economic aspects, aspects related to production and its marketing. As results, four determining aspects were raised to generate a marketing scheme promoting: technological aspects, safety, associativity and chaining with integration of added value, with the objective of proposing improvements in the commercial management of tomato farmers in the municipality of Betulia Santander.
Análisis del sistema agroalimentario implementado en las comunidades con situación de vulnerabilidad socioeconómica para determinar los efectos en la seguridad alimentaria y nutricional en Puerto Wilches
(Universidad Santo Tomás, 2023-01-24) Pérez García, César Augusto; Estupiñán Aponte, Luis Carlos; Universidad Santo Tomás
which is located on the banks of the Magdalena River 143 kilometers from the city of Bucaramanga, whose main economic activities are the planting of African palm, small-scale agriculture and livestock. Today, agri-food systems are replaced by conventional agriculture and extractive economies, mainly oil palm and oil extraction in the territory. However, the Small Agricultural Producers of the municipality contribute from their plots with the supply of locally produced food, guaranteeing the transport of food to the local market, made up of small neighborhood shops, able to distribute food to communities in situations of socio-economic vulnerability. For the development of this project, a methodological framework of qualitative and quantitative research was used; the latter method is based on the search for secondary information contained in the coordination instruments. articulation and follow-up arranged for the SAN of the Wilchense territory. In the case of the qualitative method, it is ethnographic, supported by primary information collection instruments, such as; semi-structured interviews, recordings and field observations of small-scale food producers in conditions of socio-economic vulnerability and to the entities responsible for agri-food intervention in the region. From the results obtained, it was determined that the producers of Puerto Wilches have ancestral knowledge inherited and transmitted from generation to generation, which have been perfected with daily work. This knowledge favors the care of the environment and helps the sustainable development of the municipality. The production obtained is not varied, but it contributes to family nutrition and strengthens food sovereignty. On the other hand, the lack of synergy of the institutions identified in the territory that support the agri-food system was evidenced, which leads to a lower food coverage for communities in a situation of socioeconomic vulnerability. Nevertheless, this document presents a series of recommendations that contribute to the improvement of the current agrifood system, as an academic contribution from this research.

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