Maestría en Administración - MBA · 2025

Estudio de prefactibilidad de una plataforma tecnológica e-commerce para la comercialización de café especial verde en el mercado de Estados Unidos por parte de la Federación Nacional de Cafeteros de Colombia

This prefeasibility study evaluates the viability of an e-commerce technology platform for marketing Colombian green specialty coffee in the United States, implemented by the Federación Nacional de Cafeteros de Colombia. The objective is to determine the feasibility of this solution as a commercial tool. The methodology developed for this study is an analysis that encompasses the market, technology, organization, and finances. The analysis measures the demand in the United States for Colombian specialty coffee marketed digitally, which allows for differentiation through strategies involving aspects such as traceability and supply chain efficiency. The solution is complemented by an adaptable and scalable CRM integrated with the SAP ERP. The proposed administrative structure allows for the e-commerce platform, customer management, and logistics to create a high-value shopping experience for the buyer. The financial analysis was projected over five years to thoroughly review the feasibility. The result was a positive NPV and an IRR higher than the FNC's cost of capital. The projected net profit is positive from the second year, a characteristic that strengthens the investment decision. The sensitivity analysis determined a dependence on sales volume, for which ongoing monitoring of commercial and financial performance is recommended. The pre-feasibility study showed that the platform is feasible for marketing Colombian green specialty coffee in the United States. Its potential to generate economic value and contribute to the benefit of coffee growers by modernizing the marketing of Colombian coffee is highlighted.

Palabras clave

Tesauro de su biblioteca