Social Network analysis, Boston Consulting Group and Ansoff matrix.
Objective: To analyze the social interactions and business portfolio of vegetable producers in central Mexico.
Design/methodology/approach: Work was conducted with 16 small-scale vegetable producers. Semi-structured questionnaires and periodic monitoring were used in the field to collect data. A Social Network analysis was carried out to understand the social interactions between producers, and the Boston Consulting Group (BCG) and Ansoff matrix was used for the business portfolio.
Results: The study found that the products with potential in the market were lettuce and nopal. Broccoli and squash represent low sales and low utility. Producers with a higher degree of centrality grow lettuce, broccoli and squash, so we suggested developing strategies for introducing nopal.
Limitations on study/implications: It was necessary to delve into market and consumers analysis.