Propuesta de plan de negocio para la comercialización del café geisha, producido en la finca Puesta de Sol, Ubicada en el municipio de Timbío – Cauca utilizando el marco de referencia Scrum

Abstract

Geisha coffee is one of the most exclusive and valued varieties in the international market due to its exceptional sensory profile and quality. In Colombia, its production has been increasing, providing new opportunities for coffee growers seeking to differentiate themselves in a highly competitive environment. In this context, the Puesta de Sol farm, located in Timbío – Cauca, has ventured into cultivating Geisha coffee with the goal of positioning its product in specialized markets. This thesis aims to design a business plan proposal for the commercialization of Geisha coffee produced at Puesta de Sol farm, using the Scrum framework. Scrum methodology, commonly applied in agile project development, is adapted in this study to structure a dynamic and flexible process that allows for iterative and efficient validation of marketing strategies. The development of the business plan includes an environmental analysis, identification of the target market, value proposition, cost structure, and marketing strategies. Additionally, work cycles based on Scrum are established, facilitating adaptation to changes and improving decision-making at each stage of the process. The results of this study will provide Puesta de Sol farm with a clear and structured roadmap for marketing its Geisha coffee, optimizing resources, and maximizing competitiveness. Furthermore, this approach can serve as a reference for other coffee producers in the region who wish to implement agile and efficient marketing strategies.