CP case : document for strategy synthesis. global value chain strategy and global competitive strategy

1. CP
Case
:
data
for
strategy
synthesis
Ê World
Poultry
Ê Poultry
Meat
Consumption
Ê World
Poultry
Production
Ê Poultry
Meat
Export
and
Export
Ê Top
Global
Meat
Companies
Ê
US
poultry

2. CP
Case
:
data
for
strategy
synthesis
Ê US
Poultry
Ê EU
Poultry
Ê Feed
Ê Farm
Ê Food
Ê Brazil

3. CP
Case
:
data
for
strategy
synthesis
Ê China
Ê Australia
Ê กลยุทธ์ CP
Ê กลยุทธ์ Tyson
Ê กลยุทธ์ BRF
Ê กลยุทธ์ JBS
Ê กลยุทธ์ Marfrig

4. World
Poultry

5. Patterns
and
dynamics
of
global
and
EU
poultry
meat
production
and
trade
Ê
Global
poultry
meat
production
increased
from
41
mill.
t
in
1990
to
over
91
mill.
t
in
2009.
Ê
Parallel
to
this
dynamics,
a
remarkable
spatial
shift
occurred.
Asia
as
well
as
South
and
Central
America
gained
market
shares,
Europe
and
North
America
lost
in
importance.
Ê
The
USA,
China
and
Brazil
contributed
over
50
%
to
the
volume
of
global
poultry
meat
production.
Ê
In
the
EU
(27)
poultry
meat
production
grew
from
7.9
mill.
t
in
1990
to
11.9
Mill.
t
in
2009
or
by
54
%.
Ê
France,
the
UK,
Germany
and
Spain
shared
almost
50
%
of
the
overall
production
volume.
Ê
On
the
global
level,
poultry
meat
exports
and
imports
showed
a
remarkable
dynamics
in
the
analyzed
time
period.
The
export
volume
reached
almost
14
mill.
t
in
2008.
Ê
North,
South
and
Central
American
countries
are
leading
in
poultry
exports,
while
European
and
Asian
countries
shared
over
80
%
of
the
import
volume.
Ê
The
USA
and
Brazil
dominated
poultry
meat
exports.
Imports
were
more
widely
distributed
over
many
countries
reflecting
the
worldwide
increase
of
poultry
meat
consumption.
Ê
The
dynamics
of
poultry
meat
trade
in
the
EU
(27)
was
much
slower
than
on
the
global
level.
Ê
The
Netherlands,
France
and
Belgium
were
the
leading
chicken
meat
exporting
countries
in
2008.
In
chicken
meat
imports,
The
Netherlands,
United
Kingdom,
France
and
Germany
ranked
on
places
one
to
four
with
a
combined
share
of
almost
62
%.
Ê
In
turkey
meat
exports
France
still
ranked
as
number
one
in
spite
of
drastic
losses
of
market
shares,
followed
by
Poland
and
Germany.
In
turkey
meat
imports,
Germany
ranked
as
number
one,
followed
by
The
Netherlands.

6. Future
of
the
Industry
1.
Increased
biotechnology.
Embrex
Inovoject
2.
Increased
mass
production-­‐
year
round
availability
of
products.
3.
More
contract
and
integrated
production.
Larger
integrators.
4.
Increased
labor-­‐
saving
device.
5.
Sustainable
agriculture.
6.
Increased
attention
to
poultry
behavior
and
welfare.
7.
Increased
food
safety.
8.
Increased
quality
of
products.
9.
Increased
consumption.

8. ANIMAL
WELFARE
COUNCIL
UNDERMINES
BEAK
TRIMMING
BAN

17. Poultry
Meat
Consumption

23. Retail
Price
Washington
D.C.
Mexico
City
Paris
Rome
Stockholm
Tokyo
Broilers
1.03
.55
1.34
1.83
2.86
2.26
Eggs
.77
.54
.84
1.29
2.30

24. World
Poultry
Production

32. Poultry
Meat
Export
and
Export

47. Top
Global
Meat
Companies

57. US
Poultry

73. EU
Poultry

82. UK poultry sector ‘under-performing’
Ê Retailer relationships also need to be improved, as the current
power imbalance is impacting the performance of suppliers.
“Retail represents 53% of the total UK poultry market. Within this
segment, the top four supermarket chains, Tesco, Asda,
Sainsbury’s and Morrisons, have a combined market share of
84% in total UK supermarket sales
Ê .“UK poultry producers have come under increasing pressure as
retailers and quick-service restaurants (QSRs) have exploited
their market power.
Ê Poultry suppliers without a preferred supplier relationship often
find themselves in the difficult situation of having to fight for retail
tenders with price competition from other suppliers, or decide to
only supply ingredients to supplier companies which do have
retail access,” the report said.

83. EU Ministers clarify import rules for poultry from Brazil and
Thailand
Ê They include the opening of annual EU import quotas for
15,800 tonnes of Brazil-made processed chicken meat
products attracting duties of €630/tonne; and 62,905 tonnes at
10.9% by value, for instance, plus some smaller import quotas.
Ê They also include annual EU import quotas for 29,600 tonnes
of Thailand-made processed chicken meat products, attracting
10.9% duty by value, also among other smaller quotas for
chicken products.
Ê Assuming the Thais and Brazilians complete their ratification
procedures, the new agreements should be in force by the
New Year.

93. Feed

141. Farm

150. Food

161. Brazil

170. Brazil cited as a leading poultry
exporter
Ê According to the report, the poultry industry in Brazil was an “important
and growing” one and, in 2011, Brazil was the third leading producer of
broiler meat, accounting for 15% of global production. The broiler sector
in Brazil was behind only China (16%) and the US (22%) and the report
said it is a highly export-focused market.
Ê Competitiveness in the poultry industry has been affected by several
factors, including the cost of production, product differentiation, market
access, transportation and exchange rates. However, Brazil’s ability to
meet the needs of specific markets, such as the halal market in the
Middle East, has helped to develop export competitiveness, according to
the report.
Ê Threats to the safety of Brazil’s poultry production, which were outlined in
the report, are an increase in labour rates, high transportation costs and
the “appreciation” of the real.

171. Brazil claims majority of China’s poultry imports
Ê Brazilian meat accounted for 74% of China’s poultry
imports in 2011, according to data released from Brazil’s
Ministry of Agriculture, Livestock and Supply (MAPA).
Ê MAPA said Brazilian poultry exports to China have grown from 24,000t in 2009
to 196,000t in 2011. It added that it did not yet have last year’s data.
Ê He added that the trade with China complemented domestic
demand because the Chinese preferred parts of the bird that
are not consumed in Brazil.

172. Lack of poultry competitiveness loses Brazil
billions
Ê
Brazil has lost out on billions of dollars-worth of poultry exports as the result of
loss of competitiveness, according to a new report released by the Brazilian
Poultry Union (UBABEF).
Ê
The study revealed that Brazil’s share of total world poultry exports was 39% in 2008, but
fell to 37% in the four years of 2009-2012 in the face of competition from other exporting
countries.
Ê
It said the main factor affecting the competitiveness of Brazilian exports was high
manufacturing costs, with labour costs a particular challenge. Commenting on the study,
UBABEF CEO Francisco Turra said: “We need to encourage the modernisation and
automation of the poultry industry, as well as investing in the training of the workforce.”
Ê
However, he added that despite “difficulties identified in the study, all scenarios indicate
that Brazil will continue as the world’s largest exporter of chicken meat”.
Ê
He pointed out that the country had easy access to inputs such as corn and soybeans,
and was benefiting from favourable exchange rates. “And you can create a window of
time required to implement a strategy that encourages investments for the reduction of
manufacturing costs,” he said.

174. China

188. Australia

194. กลยุทธ์
CP

215. กลยุทธ์ Tyson

227. กลยุทธ์
BRF

257. กลยุทธ์
JBS

260. กลยุทธ์ Marfrig