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)

Abstract

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.