Evaluation of the competitive level of a food sanitizer developed from Jamaican flower calyxes.

The objective of this study was to evaluate the competitive level of a food disinfectant developed from Jamaican flower calyx extracts, which can have a favorable impact on health prevention, and to identify the factors that influence its positioning in the sector. A five-phase methodology was used for the competitive assessment: 1) identify the supply chain; 2) describe the Jamaican flower calyxes and the food disinfectant; 3) analyze the competitive sector using Porter's five forces model; 4) evaluate the market and the potential customer, and; 5) determine the competitive position. As a result, it was found that the disinfectant under study comes from natural substances, has a high antimicrobial capacity to disinfect food, is safe for health, has a higher spectrum in disinfection compared to the main disinfectants positioned in the market and is in accordance with the trend of society, which is opting for the consumption of products of natural origin. In contrast, the competitors, most of them positioned, have colloidal silver as active substance, have solid advantages in the sector, such as permanence in the market, recognition by consumers, dominance of marketing channels, points of sale and support of transnational companies. The findings provide the guideline to establish the basis of the strategies for the development of a business plan, because there is an innovative and competitive product, of natural origin, that goes with the current environmentally friendly trends, contributes to the prevention of diseases, health care and contributes to the socioeconomic development of the supply chain of the Mexican hibiscus flower.