Competitive strategies focused on creating value in free-range egg farms

Organizations, regardless of their size, are constantly seeking to maximize their profits. To achieve this, they implement competitive strategies that generate added value and differentiate them from the rest. This requires the creation of programs, plans, goals, and objectives, as well as specific strategies, designed considering internal and external aspects that impact them. This file presents the case of a farm that produces eggs using free-range techniques. This farm is located in the municipality of Conkal, Yucatán. This farm offers this product locally, but for its consolidation, it needs to establish different guidelines for its production, marketing, and distribution. In recent years, market megatrends show that the world's population is increasingly concerned about their physique, and their health in general, which is why more and more people are consuming products with higher amounts of nutrients, such as eggs produced using techniques such as free-range eggs. However, to date, in Mexico, and specifically in Yucatán, there are few established companies dedicated to this production technique, so it is considered that it could have a significant impact on the state's economic and social status. This research aims to propose competitive strategies focused on creating value in free-range egg farms. For this purpose, descriptive research was used, with a mixed approach. Through surveys, market preferences were explored, finding a significantly positive relationship between the variables of average number of pieces purchased and the frequency of how much they would pay per free-range egg. This allowed for the proposal of different competitive strategies to help the company create value.