Diversificación comercial para el crecimiento sostenible de finca los Nonnos en la industria de embutidos del Ecuador

Abstract

Finca Los Nonnos is an Ecuadorian company dedicated to pork production and sausage processing, located in Jaramijó, Manabí. It operates under an integrated model holding GAP (Good Agricultural Practices) and GMP (Good Manufacturing Practices) certifications, ensuring safe, traceable, and sustainable processes. In Ecuador, the swine industry contributes nearly 9% to the agricultural GDP and generates over 230 thousand metric tons of meat annually. The case analyzes an expansion opportunity in response to the stagnation of traditional sales channels. Using the Harvard Business Case methodology and Design Thinking principles, three strategic alternatives were evaluated from financial, operational, and commercial perspectives. The B2B and institutional commercial expansion alternative was determined to be the optimal choice, as it maximizes economic value generation, increases installed capacity utilization, and strengthens the company's presence among high-volume corporate clients, laying the foundation for sustainable business growth. Key words: Strategic restructuring, brand positioning, processed meat industry, pig production, agribusiness in Ecuador, business sustainability. JEL codes: M10, M31 y L66