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Yan up market strategy
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- 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
- 6. 6 POSSIBILITY TO USE QUALITY LABELS WHY NOT IN VIETNAM ?
- 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
- 14. 14 CHAIN MANAGEMENT ENVIRONMENT Génétique种 猪 Nutrition 营养 PILOTAGE牵头PILOTAGE牵头SUPERVISION TRACEABILITY R&D Breeding Meat Salting Slaughter house ButcheryGenetic Nutrition
- 15. THANK YOU!