3. 3
• The “moving upmarket” strategy consists in improving the quality of products in order to increase its
turnover and its selling price.
•
This is partly the opposite of the so call “Low Cost” strategy.
• You need of course a Good knowledge of your target customers.
• To define the Quality products they need, with a marked differentiation in terms of:
Quality
Constancy
Innovation
Disruption
4. 4
WHY IS IT POSSIBLE FOR US NOW
• Since the year sixties in EU the customers used
to go to supermarket and Hypermarket to do
their shopping, giving them all their needs.
• These Supermarkets and Hypermarkets started
to fully control the needs by knowing the data.
• They started to tell us what are the needs of
their customers.
• They were controlling the demands, so our sales.
• This time is over, the GAFA Google, Apple,
Facebook and Amazon and BATX Baidu, Alibaba,
Tencent and Xiaomi took the control.
5. 5
YOU SAID DISRUPTIVE
Disruptive Innovation
A process by which a product or service
takes root initially in simple applications at
bottom of a market and then relentlessly
moves up market, eventually displacing
established competitors
Clayton Chistensen
7. 7
WHY IS IT EASIER
• This Disruptive Market has created
opportunities
• The Access to communities is possible
• Validate if there is a real market is possible
through Internet and Communities.
• Getting feedback from current customers
before moving upmarket is possible.
• Trying to sell to large customers as a small
experiment is possible.
• Just have to Ready your company.
8. 8
STUDY COOPERL WHERE TO FOCUS
14%
22%
26%
33%
35%
44%
20%
33%
35%
42%
40%
35%
Gluten Free
Reduced salt
Animal welfare
No Additives
No GMO
Antibiotic Free
Very intrested Intrested
3/4 of respondents, indicated to
be ready to pay more for a
product indicated "without
antibiotics" ...
Cooperl
Focus
9. 9
The definition of moving upmarket strategyTHE TENDENCIES
Breeding Meat Salting
Slaughter
house
ButcheryGenetic Nutrition
10. 10
The definition of moving upmarket strategyTHE ORGANIZATION
Breeding Meat Salting
Slaughter
house
ButcheryGenetic Nutrition
11. 11
The definition of moving upmarket strategy
QUALITY RELIES ENTIRELY ON THE
PRODUCTION CHAIN
Breeding Meat Salting
Slaughter
house
ButcheryGenetic Nutrition
12. 12
THE PREREQUISITE FOR A MOVING UPMARKET STRATEGY
• Breeders should not be the barriers of adjustment of the market fluctuations
(Cereals, pork prices, diseases, environment)
• The moving upmarket strategy is therefore a good WIN-WIN solution for the entire field.
13. 13
• Quality
• Taste
• Food Safety
• Innovation
• Constancy
• Marketing
• Differentiation
• Niche
• Link all the part of the chain
• Traceability
• Environmental
• Corporate
• Well being of our breeders
• Training
• Make Profit
The definition of moving upmarket strategyWHAT SHOULD WE CONTROL