Competitive level assessment of a food disinfectant developed with hibiscus flower calyxes
Abstract
The aim of this study is to evaluate the competition of a food disinfectant developed from extracts of hibiscus flower calyxes. As this disinfectant can have a positive impact on preventive healthcare, it is important to identify the factors that influence its positioning in its sector. The competition of this product was assessed in a five-phase methodology: (1) the supply chain was identified; (2) hibiscus flower calyxes and the food disinfectant made with them were described; (3) the competition of the disinfectant was analyzed using Porter’s 5 forces model; (4) its potential market and customers were evaluated; and (5) its competitive position was determined. It was found that the disinfectant under study is made of natural substances, has a high antimicrobial capacity to disinfect food, is safe for human health, has a wider disinfection spectrum than the most popular disinfectants positioned in the market, and follows current trends in society (i.e., choosing to consume products of natural origin). In contrast, the best positioned competitors, which include colloidal silver as an active substance, have solid advantages in the sector: permanence in the market, recognition by consumers, control of marketing channels, points of sale, and support from international companies. These findings can inform guidelines to establish strategies to develop business plans for this innovative, competitive product of natural origin. This disinfectant is in line with current eco-friendly trends and makes contributions to several fields: disease prevention, healthcare, and the socio-economic development of the supply chain of the hibiscus flower in Mexico.
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