For those of you who are new to the Institute, hopefully you got a packed when you registered. One of the inserts in your packet is about the summer seminars we operate for high school and college students called Summer Seminars for Students.
Footnotes Determining Where to Compete An end-market assessment is the first step in determining where it is possible and most advantageous for a value chain to compete.
In some cases, there are several end markets, each having different needs. The Haiti End-Market Study  found that although there are a number of different markets for Haitian folk art and accessory products, Haiti should not focus on exporting to big box stores large, integrated importer-retail outlets such as Wal-Mart, TJMaxx, Pier 1 and Pottery Barnbut rather on selling to U.
In order to meet the needs of this market, the value chain needed to introduce agents who could serve as intermediaries between the English-speaking boutique owners who had very specific product and delivery requirements, and the many different and largely uncoordinated factories and small-scale craft workshops.
Haiti also should look to regional markets where Haitian handicrafts dominate and to local markets where Haitians and the large community of foreign officials, peacekeepers, and aid workers value the creativity and craftsmanship of local artists and are willing to pay high prices.
In addition to being more forgiving, regional and local markets offer artisans opportunities to develop their craft and experiment with designs, production, quality, packing and other details before attempting to enter the more demanding and competitive U.
Determining How to Compete The goal of the value chain approach is to enable private-sector stakeholders to act on their own behalf — to upgrade their firms and collectively create a competitive value chain that contributes to economic growth with poverty reduction.
Following the assessment of potential end markets, project implementers can provide stakeholders with the information they need to develop and take ownership of a strategy to compete in specific markets.
When leadership is strong, however, stakeholders can develop this strategy themselves with support.
Stakeholders must buy into the resulting competitiveness strategy and take responsibility for and commit their own resources to undertaking needed upgrading activities.
They must recognize the need to collaborate at some level—as well as compete—with other firms in the chain. A firm or industry can be set apart from its competitors in the following ways: Differentiating a product can be done in two ways: Having a respected and relevant third-party organization provide a reference regarding the product — e.
Private or public domestic or international standards that the product or service or the production process can obtain that reenforce key product characteristics — e. It is by producing a reliable product that meets these qualities that specialty coffee value chains can maintain and improve their competitive position.
Of course, operations play an important part, but operational improvements can not be introduced if they compromise product integrity and uniqueness.
In specialty coffee, product certifications, geographic branding, and on-farm and processing improvements could all be parts of an upgrading strategy, but the characteristics that define how the product is differentiated in the market remain the most important considerations of any strategy.
Operational differentiation can be achieved in the following ways: Harmonize promotional investments with seasonal opportunities. Shift promotional investments to align with financial flows: Harmonize promotional investment with cash inflows, including remittances.
Shift the order or distribution process to handle remote purchases and delayed deliveries as required. Harmonize end market requirements with packaging and operations e. A commitment to a set of behaviors that are presented to clients with specific mechanisms for enforcement and client complaints Certifications: The cotton industry in Zambia does not produce cotton that is sufficiently different to warrant substantial premiums; it can not be distinguished from competing product in other countries.
Its main rivals include Wal-Mart stores, Home Depot, Seers and Costco Wholesale Corp. All of these competitors produce similar products as well as offer same services to consumers. Target Corporation is using internet based action via its website, internet ads, . For this assignment, review the "Wal-Mart Changes Tactics to Meet International Tastes" case on pages – in the Designing and Managing the Supply Chain textbook and the article that you selected in the unit ashio-midori.com first reading describes Wal-Mart's challenges with global expansion. Levi Strauss: An International Marketing Investigation. also entered the discount jeans market earlier this summer with a new brand called Signature that is sold in Wal-Mart stores in America. one that often means giving foreign managers the freedom needed to adjust their tactics to meet the changing tastes of their home markets.
Efforts to improve the competitive position of this industry have to be grounded in upgrading the way the industry operates including reducing transaction costs at all levels of the value chain, fostering standards to improve consistency in meeting customer requirements, increasing on-farm yields, and fostering specialization via support markets for some functions.
Branding can be achieved through the following techniques: For example firms that brand by elite social status are called luxury brands and include Gucci, Armani, Rolex, etc.
These firms need to structure their branding characteristics to foster an image of privilege and wealth. Besides status, branding can also be based on cultural or political issues e.
Legal and operational tactics: Through intellectual property rights, staff management principles, and promotional tactics firms and industries can decrease the risk of brand value being deteriorated through poor or unauthorized use Sample of Marketing Tactics for Differentiating by Brand Promotional campaign: A series of tools e.
Strategic alliances between firms or industries that reinforce branding objectives, e. Private or public domestic or international standards that a firm can obtain and that reenforce key firm branding objectives — e.
Effective staff development and compensation: Staff are a firm's primary branding tool and proper investment can be the best insurance for brand protection Legal protection: Depending on legal options, copyright laws and patents can offer some level of protection of a brand Example: For developing countries, branding as the key competitveness strategy can be difficult, but for value chains like cotton Egyptspecialty coffee Ethiopia and spices Madagascargeographic branding can increase the margins of a differentiated product and foster product loyalty.
Egyptian cotton is one of the earliest examples of a developing country value chain seizing on its name recognition that arose from specific product qualities to push margins and loyalty by using branding to link product characteristics to a geographic location.
Ethiopian coffee is a more recent example, and efforts to brand spices are ongoing in a number of countries, including Madagascar. Kenya floriculture and horticulture are examples of operational competency driving growth and recognition. The key issue here -- and one that has limited these Kenyan industries -- is the ability of industry players to cooperate on industry-wide constraints and agree to an industry-wide branding strategy.Based on your understanding of the two assigned case studies (Wal-Mart Changes Tactics to Meet International Tastes, p.
and Hewlett-Packard: DeskJet Printer Supply Chain, p. ) which case provides a more definitive example of the importance of global operations and supply chains and the importance of designing for .
A literary analysis of the fifty first dragon by heywood broun. Heywood campbell broun was an american newspaper columnist and critic, best known for his strong stance against social injustice, and his long-running column it seems to me broun worked for the new york tribune from to , and the new york world from to , where his it seems to me column began.
There are many programs that are in place to meet the high competitive pressures within the retail industry that are the cornerstone of the Wal-Mart philosophy and are as follows: * Every Day Low Prices (“EDLP”) – the pricing philosophy under which items are priced at a low price every day so that the customers trust that the prices will.
Jan 29, · At the same time, the company, which once distributed its jeans largely through department stores catering to the rich, had shifted into lower-priced retailers like J.C.
Penney, Sears and Wal-Mart. Read the Case: Wal-Mart Changes Tactics to Meet International Tastes (p) in chapter Other than profit, what other reasons would Wal-Mart have for opening stores globally?
Why would Wal-Mart want strong centralized or localized control of its stores? photo credit Nasa / Goddard Space Flight Center / Reto Stöckli 3/12/ Wal-Mart Changes Tactics to Meet International Tastes History and Facts.