Management Strategies for the Commercialization of Panela in Convención, Norte de Santander Estrategias desde la gerencia de proyectos para la comercialización de panela en Convención, Norte de Santander

Abstract

This study aims to design strategies from a project management perspective to strengthen the commercialization of panela in Convención, Norte de Santander, with the goal of promoting its sustainability and improving the quality of life of local producers. To achieve this, a descriptive qualitative methodology was employed, using non-probabilistic convenience sampling. A total of 72 individuals—including producers, marketers, and consumers from the municipality—were surveyed. The structured questionnaire explored perceptions regarding production, commercialization, challenges, socioeconomic impact, and future outlook. The results, analyzed through a characterization model, revealed that the region holds significant socioeconomic potential due to its strategic location and productive diversity. However, it faces limitations such as high production costs, limited direct commercialization, and structural deficiencies. Despite these challenges, a positive outlook toward sector modernization was identified, with interest in sustainable practices and collaborative work. Based on these findings, a strategic roadmap was proposed, grounded in the principles of Design Thinking and Lean Startup. This roadmap is structured into four stages aimed at implementing strategies such as commercial alliances, market testing, organic certification, sustainable packaging, and the development of value-added products, with the objective of diversifying the product offering and increasing profitability