Strategy design at cluster and company level
Carlos Tarrasón
Breakout Session: Strategic desing thinking – cluster strateg...
16th TCI Conference
Track 2B Cluster Strategy
Strategy design at cluster and company level
5th September 2013
Kolding, Den...
Who am I?
What is strategy?
How to develop a
cluster strategy?
And a company
strategy?
Understand the cluster and the
market..
Example: Bakery cluster in Belo Horizonte
.. and follow a methodology
X
1. Define
the business
Y
Z
2. Define
the
business
segments
W
3. Define
attractiveness
and ch...
1. Define the business
Bakery sector: Production and commercialization
of flour-based food baked in an oven
Bread CookiesC...
2. Define business segments
Product
Value chain
Demand needs
Bakery business segments
FRESH
(SHORT LIVE)
NO FRESH
(LONG LIFE)
Whole sale
B 2 B
Retail
B 2 C
Industrial
(preservatives)
...
3. Choose one segment
Bargaining
power of
suppliers
Bargaining
power of
buyers
Rivalry
Entry barriers
Substitute products
Which segment is better for
the cluster?
FRESH
(SHORT LIFE)
NO FRESH
(LONG LIFE)
Whole sale
B 2 B
Retail
B 2 C
Industrial
...
And for a company?
FRESH
(SHORT LIFE)
NO FRESH
(LONG LIFE)
Whole sale
B 2 B
Retail
B 2 C
Industrial
(preservatives)
Artesa...
4. Choose your strategy
BA
C
Main variables to compete in
“Fresh Retail”
-
-
Service
+
Quality
Comom Gourmet Gastronomy
Bread
Bread
+ casual
food
Bread...
Strategies in “Fresh Retail”
-
-
Service
+
QualityCommon Gourmet Gastronomy
Bread
Bread
+ casual
food
Bread
+
Restaurant
S...
Cluster most suitable strategies
-
-
Service
+
QualityComom Gourmet Gastronomy
Bread
Bread
+ casual
food
Bread
+
Restauran...
Different strategies =
Different KSF
 Quality
 Product mix: bread,
fresh food-service
products
 Productivity by
volume
...
Innovation for differentiation
has to happen at the different
levels (cluster, companies, etc)
Business models for
the main strategies
Food solutions
Commercial
To GO
To STAY
Indulgence
Residential
X X X X
Own
Outside...
To innovate we have to pursue
innovation and follow a
methodology
And understand the market
references
Empresas e instituições
em São Paulo
Empresas em RJEmpresas e instituições em San
Fra...
Thanks to the institutions that support this work
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TCI 2013 Strategy design at cluster and company level

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By Carlos Tarrasón, Cluster Consulting, Brazil, presented at the 16th TCI Global Conference, Kolding 2013.

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TCI 2013 Strategy design at cluster and company level

  1. 1. Strategy design at cluster and company level Carlos Tarrasón Breakout Session: Strategic desing thinking – cluster strategy 5 September 2013
  2. 2. 16th TCI Conference Track 2B Cluster Strategy Strategy design at cluster and company level 5th September 2013 Kolding, Denmark
  3. 3. Who am I?
  4. 4. What is strategy?
  5. 5. How to develop a cluster strategy? And a company strategy?
  6. 6. Understand the cluster and the market.. Example: Bakery cluster in Belo Horizonte
  7. 7. .. and follow a methodology X 1. Define the business Y Z 2. Define the business segments W 3. Define attractiveness and choose one X 4. Define strategies and choose the best BA C
  8. 8. 1. Define the business Bakery sector: Production and commercialization of flour-based food baked in an oven Bread CookiesCakes, Pastries, Pies
  9. 9. 2. Define business segments Product Value chain Demand needs
  10. 10. Bakery business segments FRESH (SHORT LIVE) NO FRESH (LONG LIFE) Whole sale B 2 B Retail B 2 C Industrial (preservatives) Artesan (par-baked)
  11. 11. 3. Choose one segment Bargaining power of suppliers Bargaining power of buyers Rivalry Entry barriers Substitute products
  12. 12. Which segment is better for the cluster? FRESH (SHORT LIFE) NO FRESH (LONG LIFE) Whole sale B 2 B Retail B 2 C Industrial (preservatives) Artesan (par-baked)
  13. 13. And for a company? FRESH (SHORT LIFE) NO FRESH (LONG LIFE) Whole sale B 2 B Retail B 2 C Industrial (preservatives) Artesan (par-baked)
  14. 14. 4. Choose your strategy BA C
  15. 15. Main variables to compete in “Fresh Retail” - - Service + Quality Comom Gourmet Gastronomy Bread Bread + casual food Bread + Restaurant
  16. 16. Strategies in “Fresh Retail” - - Service + QualityCommon Gourmet Gastronomy Bread Bread + casual food Bread + Restaurant Specialized Bakery Bakery and fresh casual Bakery and “café” Bakery and Chef Restaurant Regular bakery
  17. 17. Cluster most suitable strategies - - Service + QualityComom Gourmet Gastronomy Bread Bread + casual food Bread + Restaurant Specialized Bakery Bakery and fresh casual Bakery and “café” Bakery and Chef Restaurant Regular bakery
  18. 18. Different strategies = Different KSF  Quality  Product mix: bread, fresh food-service products  Productivity by volume  Efficient service  Quality & Identity  Product mix by consumption moment  Product mix: Special breads, ultra fresh food-service and gourmet products  Cross specialized production units  Differentiated service
  19. 19. Innovation for differentiation has to happen at the different levels (cluster, companies, etc)
  20. 20. Business models for the main strategies Food solutions Commercial To GO To STAY Indulgence Residential X X X X Own Outside High Med-Low What Where purchases Where consumes Production Income
  21. 21. To innovate we have to pursue innovation and follow a methodology
  22. 22. And understand the market references Empresas e instituições em São Paulo Empresas em RJEmpresas e instituições em San Francisco Empresas em Los Angeles
  23. 23. Thanks to the institutions that support this work

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