CP	
  Case	
  :	
  data	
  for	
  strategy	
  	
  synthesis	
  
Ê  World	
  	
  	
  Poultry	
  
Ê  Poultry	
  Meat	
  	
...
CP	
  Case	
  :	
  data	
  for	
  strategy	
  	
  synthesis	
  
Ê  US	
  Poultry	
  
Ê  EU	
  	
  	
  Poultry	
  
Ê  Fe...
CP	
  Case	
  :	
  data	
  for	
  strategy	
  	
  synthesis	
  
Ê  China	
  
Ê  Australia	
  
Ê  กลยุทธ์ CP	
  
Ê  กลย...
 World	
  	
  	
  Poultry	

	
  	
  	
  	
  	
  
Patterns	
  and	
  dynamics	
  of	
  global	
  and	
  EU	
  poultry	
  meat	
  
production	
  and	
  trade	
  	
  
	
  
Ê...
Future	
  of	
  the	
  Industry	
  
1. 

Increased	
  biotechnology.	
  Embrex	
  Inovoject	
  

2. 

Increased	
  mass	
 ...
ANIMAL	
  WELFARE	
  COUNCIL	
  UNDERMINES	
  BEAK	
  TRIMMING	
  BAN	
  
Poultry	
  Meat	
  	
  Consumption	

	
 	
  	
  	
  	
  	
  	
  
Retail	
  Price	
  
Washington
D.C.

Mexico
City

Paris

Rome

Stockholm

Tokyo

Broilers

1.03

.55

1.34

1.83

2.86

2....
 World	
  	
  	
  Poultry	
  Production	

	
  	
  	
  
Poultry	
  Meat	
  Export	
  and	
  Export	

	
  	
  	
  
Top	
  Global	
  Meat	
  Companies
US	
  Poultry	

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
...
 EU	
  	
  	
  Poultry
UK poultry sector ‘under-performing’	
  
Ê  Retailer relationships also need to be improved, as the current

power imbala...
EU Ministers clarify import rules for poultry from Brazil and
Thailand
	
  
Ê  They include the opening of annual EU impo...
Feed	

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
 ...
Farm	

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
 ...
Food	

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
 ...
Brazil	

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	...
Brazil cited as a leading poultry
exporter	
  
Ê  According to the report, the poultry industry in Brazil was an “importa...
Brazil claims majority of China’s poultry imports	
  
Ê  Brazilian meat accounted for 74% of China’s poultry

imports in ...
Lack of poultry competitiveness loses Brazil
billions
	
  
Ê 

Brazil has lost out on billions of dollars-worth of poultr...
China	

	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
  	
...
Australia	

	
  	
  	
  
กลยุทธ์	
  CP
กลยุทธ์ Tyson
กลยุทธ์	
  BRF	

	
  	
  	
  	
  	
  	
  	
  
กลยุทธ์	
  JBS	

	
  	
  	
  	
  	
  	
  	
  	
  
กลยุทธ์ Marfrig	

	
  	
  	
  
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
Cp case: document  for strategy synthesis
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CP case : document for strategy synthesis.
global value chain strategy and global competitive strategy

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Cp case: document for strategy synthesis

  1. 1. CP  Case  :  data  for  strategy    synthesis   Ê  World      Poultry   Ê  Poultry  Meat    Consumption   Ê  World      Poultry  Production   Ê  Poultry  Meat  Export  and  Export   Ê  Top  Global  Meat  Companies   Ê   US  poultry  
  2. 2. CP  Case  :  data  for  strategy    synthesis   Ê  US  Poultry   Ê  EU      Poultry   Ê  Feed   Ê  Farm   Ê  Food   Ê  Brazil  
  3. 3. CP  Case  :  data  for  strategy    synthesis   Ê  China   Ê  Australia   Ê  กลยุทธ์ CP   Ê  กลยุทธ์ Tyson Ê  กลยุทธ์ BRF Ê  กลยุทธ์ JBS Ê  กลยุทธ์ Marfrig
  4. 4.  World      Poultry          
  5. 5. Patterns  and  dynamics  of  global  and  EU  poultry  meat   production  and  trade       Ê  Global  poultry  meat  production  increased  from  41  mill.  t  in  1990  to  over  91  mill.  t  in  2009.     Ê  Parallel  to  this  dynamics,  a  remarkable  spatial  shift  occurred.  Asia  as  well  as  South  and  Central  America  gained  market  shares,  Europe  and  North  America  lost  in  importance.     Ê  The  USA,  China  and  Brazil  contributed  over  50  %  to  the  volume  of  global  poultry  meat  production.     Ê  In  the  EU  (27)  poultry  meat  production  grew  from  7.9  mill.  t  in  1990  to  11.9  Mill.  t  in  2009  or  by  54  %.     Ê  France,  the  UK,  Germany  and  Spain  shared  almost  50  %  of  the  overall  production  volume.     Ê  On  the  global  level,  poultry  meat  exports  and  imports  showed  a  remarkable  dynamics  in  the  analyzed  time  period.  The  export  volume  reached  almost  14  mill.  t  in  2008.     Ê  North,  South  and  Central  American  countries  are  leading  in  poultry  exports,  while  European  and  Asian  countries  shared  over  80  %  of  the  import  volume.     Ê  The  USA  and  Brazil  dominated  poultry  meat  exports.  Imports  were  more  widely  distributed  over  many  countries  reflecting  the  worldwide  increase  of  poultry  meat  consumption.     Ê  The  dynamics  of  poultry  meat  trade  in  the  EU  (27)  was  much  slower  than  on  the  global  level.     Ê  The  Netherlands,  France  and  Belgium  were  the  leading  chicken  meat  exporting  countries  in  2008.  In  chicken  meat  imports,  The  Netherlands,  United  Kingdom,  France  and  Germany  ranked  on   places  one  to  four  with  a  combined  share  of  almost  62  %.     Ê  In  turkey  meat  exports  France  still  ranked  as  number  one  in  spite  of  drastic  losses  of  market  shares,  followed  by  Poland  and  Germany.  In  turkey  meat  imports,  Germany  ranked  as  number  one,   followed  by  The  Netherlands.    
  6. 6. Future  of  the  Industry   1.  Increased  biotechnology.  Embrex  Inovoject   2.  Increased  mass  production-­‐  year  round  availability  of  products.   3.  More  contract  and  integrated  production.  Larger  integrators.   4.  Increased  labor-­‐  saving  device.   5.  Sustainable  agriculture.   6.  Increased  attention  to  poultry  behavior  and  welfare.   7.  Increased  food  safety.   8.  Increased  quality  of  products.   9.  Increased  consumption.  
  7. 7. ANIMAL  WELFARE  COUNCIL  UNDERMINES  BEAK  TRIMMING  BAN  
  8. 8. Poultry  Meat    Consumption            
  9. 9. Retail  Price   Washington D.C. Mexico City Paris Rome Stockholm Tokyo Broilers 1.03 .55 1.34 1.83 2.86 2.26 Eggs .77 .54 .84 1.29 2.30
  10. 10.  World      Poultry  Production      
  11. 11. Poultry  Meat  Export  and  Export      
  12. 12. Top  Global  Meat  Companies
  13. 13. US  Poultry                                                              
  14. 14.  EU      Poultry
  15. 15. UK poultry sector ‘under-performing’   Ê  Retailer relationships also need to be improved, as the current power imbalance is impacting the performance of suppliers. “Retail represents 53% of the total UK poultry market. Within this segment, the top four supermarket chains, Tesco, Asda, Sainsbury’s and Morrisons, have a combined market share of 84% in total UK supermarket sales Ê  .“UK poultry producers have come under increasing pressure as retailers and quick-service restaurants (QSRs) have exploited their market power. Ê  Poultry suppliers without a preferred supplier relationship often find themselves in the difficult situation of having to fight for retail tenders with price competition from other suppliers, or decide to only supply ingredients to supplier companies which do have retail access,” the report said.  
  16. 16. EU Ministers clarify import rules for poultry from Brazil and Thailand   Ê  They include the opening of annual EU import quotas for 15,800 tonnes of Brazil-made processed chicken meat products attracting duties of €630/tonne; and 62,905 tonnes at 10.9% by value, for instance, plus some smaller import quotas. Ê  They also include annual EU import quotas for 29,600 tonnes of Thailand-made processed chicken meat products, attracting 10.9% duty by value, also among other smaller quotas for chicken products. Ê  Assuming the Thais and Brazilians complete their ratification procedures, the new agreements should be in force by the New Year.
  17. 17. Feed                                                                                                          
  18. 18. Farm                                                                                      
  19. 19. Food                                                                                              
  20. 20. Brazil                                                                                                
  21. 21. Brazil cited as a leading poultry exporter   Ê  According to the report, the poultry industry in Brazil was an “important and growing” one and, in 2011, Brazil was the third leading producer of broiler meat, accounting for 15% of global production. The broiler sector in Brazil was behind only China (16%) and the US (22%) and the report said it is a highly export-focused market. Ê  Competitiveness in the poultry industry has been affected by several factors, including the cost of production, product differentiation, market access, transportation and exchange rates. However, Brazil’s ability to meet the needs of specific markets, such as the halal market in the Middle East, has helped to develop export competitiveness, according to the report. Ê  Threats to the safety of Brazil’s poultry production, which were outlined in the report, are an increase in labour rates, high transportation costs and the “appreciation” of the real.  
  22. 22. Brazil claims majority of China’s poultry imports   Ê  Brazilian meat accounted for 74% of China’s poultry imports in 2011, according to data released from Brazil’s Ministry of Agriculture, Livestock and Supply (MAPA). Ê  MAPA said Brazilian poultry exports to China have grown from 24,000t in 2009 to 196,000t in 2011. It added that it did not yet have last year’s data. Ê  He added that the trade with China complemented domestic demand because the Chinese preferred parts of the bird that are not consumed in Brazil.  
  23. 23. Lack of poultry competitiveness loses Brazil billions   Ê  Brazil has lost out on billions of dollars-worth of poultry exports as the result of loss of competitiveness, according to a new report released by the Brazilian Poultry Union (UBABEF). Ê  The study revealed that Brazil’s share of total world poultry exports was 39% in 2008, but fell to 37% in the four years of 2009-2012 in the face of competition from other exporting countries. Ê  It said the main factor affecting the competitiveness of Brazilian exports was high manufacturing costs, with labour costs a particular challenge. Commenting on the study, UBABEF CEO Francisco Turra said: “We need to encourage the modernisation and automation of the poultry industry, as well as investing in the training of the workforce.” Ê  However, he added that despite “difficulties identified in the study, all scenarios indicate that Brazil will continue as the world’s largest exporter of chicken meat”. Ê  He pointed out that the country had easy access to inputs such as corn and soybeans, and was benefiting from favourable exchange rates. “And you can create a window of time required to implement a strategy that encourages investments for the reduction of manufacturing costs,” he said.
  24. 24. China                                                                      
  25. 25. Australia      
  26. 26. กลยุทธ์  CP
  27. 27. กลยุทธ์ Tyson
  28. 28. กลยุทธ์  BRF              
  29. 29. กลยุทธ์  JBS                
  30. 30. กลยุทธ์ Marfrig      

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