Positioning to Compete in the New Food Industry

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Positioning to Compete in the New Food Industry
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1- Scope local-regional-global 2- General
Overview regardless the scope, even acting at
local level overall knowledge and information is
needed. Facts and situation everywhere affect
your business.  3- Be the already old glocal
Think globally act locally
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• 4- Look and plan your business from a consumers
  perspective (your final client in the chain
  value)
• Consider, among others, things like
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• Packaging
• Taste
• Colors and textures
• Customer perception
• Product competitiveness (e.g. price-quality)
• Product differentiation
• Specialties
• Local and cultural factors

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• 5- Careful chain evaluation
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• Who adds and subtracts value
• Distribution process
• Information system
• Market access
• 6- Key differences
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• Fresh products
• Processed products

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• 7- Depending on the scope, but becoming more and
  more important in many cases
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• Origin certification
• Trazeability
• Labeling
• Biotech components
•  8- Differentiation by production process
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• Organic
• Non organic

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• 9- Branding
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• International
• Local o Regional
• Single or multi
• Acquired Brands
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• 10- Quality consistency
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• Across areas
• Over the time
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• 11- Organizational quality (ISO and Hazard like)
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• 13- Care and consideration of environmental
  factors
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• Even more important in food
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• 14- Social responsibility
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• Becoming more important, specially for certain
  areas
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• 14- Legal aspects
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• Finance
• Taxes
• Insurance (risk managements)
• Sanitary issues and controls
•  15- Strategic analysis and positioning in
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• Materials access
• Industrial technology (either internal or
  acquired Rand D)
• Proper locations
• Competitive access to capital
• 16- Intellectual property situation and protection