STRATEGIC PLANNING IN AN ORGANIZATION FOR ORGANIC COFFEE PRODUCTION AND FAIR TRADE

Abstract

Traditionally, agricultural enterprises have developed with scarce application of administrative knowledge and with low level of professionalization of their members; however, given the dramatic changes caused by economic globalization, organizations face challenges to produce with quality, innocuousness and competitiveness. Agricultural organizations or small producers devoted to coffee production in southeastern México have applied empirical strategies to carry out commercialization, without having a clear business vision. Within this context, participatory strategic planning was carried out with the aim of contributing to the definition of the mission and vision of a rural organization to establish strategic objectives and goals and, with this, to contribute to the consolidation of the organization from the social and commercial point of view.