B2B ECommerce in the Meat and Poultry Industry

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B2B E-Commerce in the Meat and Poultry Industry

• By
• Sundar Rajagopalan
• Karishma Sharma
• Thiti Wang-Aryattawanich
• Miyoung Yoo
• Joseph Yu

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Major Players in Meat and Poultry
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A Sample Front Page
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A Sample Registration Page
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Basics

• Provides information for red meat and poultry
  industries
• Generates revenues through
• classified ads
• Suppliers posting their product information
• Other industries like regulatory services,
  university depts.

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Basics (Cont.)

• The industry is heavily fragmented, such as
  packaging, processing, special services, safety,
  transportation, and rendering.
• The fragmentation is dependent upon the
  concentration of the segments in the location
• Location is also a major constraint to
  transportation
• A lot of rules and regulations have been set up
  by the associations
• Audience is not computer savvy

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Who are the Customers

• The portals are a virtual community for the
  industry professionals
• This encompasses various segments of the Meat
  and Poultry Industry, ranging many job positions
• Based on the type of position and the industry
  segment the membership(NMA) is classified as
• StudentStudents majoring in Animal/Food/meat
  science
• AssociatePerson, Firm or Organization engaged in
  supplying non-meat supplies and equipment
• AlliedPerson,Firm or corporation engaged
  primarily in buying, selling meat,
  animal-by-products
• GeneralAny Person involved in the industry!
• InternationalAny of the above 3 categories from
  outside the states!

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Who are the Customers (Cont.)

• Other types of Membership(MISA) involve
• Regular MembersAvailable to business entities
  engaged in the sale, lease or rental of products
  related to meat and poultry
• Affiliate Members People in the same fields as
  Regular members, yet outside the country
• Associate members Other people in the publishing
  or media activities related to meat and poultry
  industry
• Fees in these different forms of Membership
  involve the amount of turnover of the concerned
  organization thus it becomes like a privilege
  issue in addition to the information

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How to attract customers

• Contract with the brand name manufacturers in
  order to get more suppliers
• Heighten the credibility of the site
• Secure and high quality product
• On time service
• Security and policy information of the site
• Convince that the site can provide the same
  products, same quality with the lower price
• Promote the web site in Trader Forum or Business
  Association (Journal, Magazine)

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How to attract customers (Cont.)

• Give free membership for a trial period
• Since the supply chain ties with geographical
  area, design or customize the website according
  to the region (e.g. Northwest Region)
• Provide free stock options for a new member or
  referral service
• Provide an easy-to-use interface for the
  customers who are not computer savvy

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Value Added for Customers

• Ideal market place for an organization to
  advertise their products and also get to know of
  products of other organizations in the industry
• Career resources for students and other employees
  in the field
• Provision of credibility to the organization to
  be a part of the portal which encompasses the
  industry
• Consulting service of the issues related with
  laws and patents and other lawsuits with the
  government

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Value Added for Customers (Cont.)

• 1-stop shop to locate various sponsors offering
  b2b products and information
• A type of advertisement of organizations by
  listing them online free
• Establishment of international contracts
• Discussion about the business and technical
  issues with other organizations in the field
• Information on other registered members, helping
  them establish contacts

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How to Increase Value added

• An auction type of format can be set up which
  brings buyers and sellers together. This will
  ensure a critical mass
• Set a type of premium page set up for the major
  members which will provide additional benefits
  and better service
• Tie up with international partners
• Get the approval of USDA, which will be a good
  benchmark for the agency
• Offer the service at free cost or at very minimum
  cost to attract organizations

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How to Increase Value added (Cont.)

• Form Strategic alliances with universities or
  other job agencies that will provide students
  information
• Furnish education through work shops, seminars,
  and educational audio and video cassettes
• Provide management consulting service and advice
  on the individual business problems
• Conduct competition or free electronic coupons on
  the visit to the site

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How to Increase Value added (Cont.)

• Provides information on the process involved in
  various segments of industry
• Provide free downloads of documented
  standards(domestic and Intl)
• Create Forums and Marketplace for a category and
  its related segments such as Equipment Provider,
  Processor, Packaging and etc.
• Mergers and alliances

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How to Get Repeat Customers

• E-mail reminder, price tracker, or e-mail
  newsletter to maintain relationship
• Free advertisement or e-coupons if a member
  satisfies a particular tenure
• Different levels of customized service based on
  the period of membership
• Update on new products information that is
  offered free to members
• Tradeshows and conferences to impart education