策略管理问题

1、Workshop withSFAGM Agribusiness Training ProgramJuly 2005Strategic Management IssuesValue Added Strategy forAlberta Agri-Food 策略管理问题策略管理问题 艾伯塔农艾伯塔农业食品增值策略业食品增值策略1July 2005“ Everything I need to knowI learned on my parents dairy farm.”所有我需要知道我从我父母的牛奶农产学到了2July 2005 Management.?管理？ 3July 2005 Consulti

2、ng.?咨询？4July 2005 Youre in the knowledge business if you cant explain to your Mother what you do!? 如果你不能向你妈妈解释你在做什么那你只有商业知识Nancy Brown-Addison5July 20051977-2005: The Evolution of Strategy1997-2005：策略进化 MWBA One Minute Manager一分钟管理 Total Quality Management全部质量管理 Thriving on Chaos!混乱的繁荣 Marketing War

3、fare市场战争 Just in Time正好及时 The Virtual Organization有效的组织6July 2005The Evolution of Strategy within Agriculture农业策略进化 Production more and/or better生产更多和或更好 Efficiencies and Lowering Costs效率和低成本 Marketing and Trade市场和贸易 Developing Value Added Enterprises发展增值企业 Food Processing食品加工 Industrial Uses工业用途 In

4、novation and New Uses创新和新用途 Nutraceuticals营养物 High valued industrial applications fine chemicals; plastics;高价值的工业用途精细化工，塑料7July 2005It all comes down to 3 basic questions!全部归结为三个问题1.So what?那又怎么？2.Who cares?谁关心3.Whats in for me?什么是为我的？8July 2005Strategic Management Issues: 策略管理问题There are two major

5、categories:有两个主要分类 Technical Issues:技术问题 agronomy, nutrient management, nutrition, financial, market research, communications, information technology农艺学，营养管理，营养，财政，市场研究，交流，信息技术 Directional Issues方向问题 Emerging and/or new markets; evaluating choices; feasibility; business planning, facilitation显现的和或新的

6、市场，评估选择，可行性，商业计划，简易化9July 2005So what did I learn on my parents dairy farm?我从我父母的牛奶农场学到了什么？ There is no substitute for hard work!没有什么是努力工作的替代品 You only get out what you put in.你只会得到你付出的 The more you look after your most productive assets, the more you get back!你越照看你最多的生产资产，你就得到越多 Dont be something y

7、oure not!不要成为你不是的人10July 2005My personal training ground我个人训练范围 Market Research 市场研究 qualitative & quantitative质量的和数量的 Program Evaluation项目评估 Marketing Planning市场计划 Marketing Communications市场交流 Sales and Marketing Management少收和市场管理 Strategic Planning策略计划11July 2005Some more gems to consider!一些更多

8、的精华去考虑12July 2005“ There are no answers.just questions!”Jack Kerouac没有答案,只有问题13July 2005“ The height of human wisdom is that we know nothing.”Leo Tolstoy人类智慧的高度是我们什么都不知道14July 2005Changing Course!改变课程The Value Added Strategy for the Alberta Agri-Food Sector艾伯塔农业食品部门增值策略15July 2005Background:背景 Alber

9、ta large land base, low population艾伯塔大量土地,人口少 Historically producers of grains, oilseeds, feeder cattle 历史上就是谷物,油种子的生产者和牛饲养者 Changes in transportation policies significant impact on production economics改变交通政策-对生产经济有明显影响 Ratio of Value Added to Farm Production 1:1增值对农场生产的比例 Strong sense of new opport

10、unity强烈的感觉新机遇16July 200517July 2005Trends:趋势1.Strong growth in consumer oriented food products以消费者为导向的食品产品增长2.Growth in Asia will lead the world亚洲增长将会领导世界3.Growing concerns with environment, food safety, foods for health考虑到环境,食品安全,食品健康的增长4.Strategic alliances, supply chain management will be critica

11、l for growth策略联盟,供应链管理将对发展很重要5.Traditional siting factors declining in importance instead R&D; technology; skilled personnel, market distribution传统的引用因素在重要性方面下降 大体的是研发,技术,技术人员,市场分配18July 2005Comparative Models:相对模型 Ontario (Canada)安大略(即拿大) USA美国 United Kingdom英国 Netherlands 荷兰 Denmark丹麦19July 20

12、05The Alberta Position:艾伯塔的位置1.Cost competitive grains, oilseeds, livestock成品竞争谷类,油种子,牲畜2.Limited research & development有限的研究和发展3.Distant to market与市场有距离4.Marketing Structures strong commodity orientation市场结构强烈的商品导向5.Majority of programs and resources directed to production大多数项目和自然都指向生产20July 20

13、05Conclusion:结论“ The demand for agri-food and fibre products is changing rapidly.unless Alberta embarks on a different strategy from what is currently in place, it runs the risk of falling behind as a supplier of value added products.” 对农业食品和纤维产品的需要变化很快除非艾伯塔从现在现存的着手不同的策略, 将来有危险会落在增值产品提供者的后面21July 20

14、05Recommendations:推荐Strategic Initiative 1:策略主动1Create and Foster a Value Added Culture创造和促进增值文化Strategic Initiative 2:策略主动2Establish Alberta as a Knowledge and Innovation Centre for selected new uses建立艾伯塔为一个新用途的知识和创新中心Strategic Initiative 3:策略主动3Develop new marketing systems (value chains)发展新市场系统(价

15、值链)22July 2005The Vision:景象“ Alberta will be a major source of high quality, safe, differentiated food products supplied by food producers who are dynamic, customer focused and part of managed supply chains into strategic markets.Alberta will also be a key source of new uses for food and fibre and b

16、e known as a centre of knowledge and expertise in selected areas.艾伯塔将会成为高质量,安全,多种食品产品的中心,由动态的,关注消费者的,是策略市场管理供应链一部分的生产者提供Finally, Alberta will be characterized by a high level of co-operation across all stakeholders.”最终,艾伯塔将成为众多成员中的高水平的合作者 23July 2005Guiding Principles:指导原则1.Build on strengths 建立实力Ce

17、reals, oilseeds, beef, pork 谷类食物,油种子,牛肉,猪肉Gateway to the Pacific Rim太平洋边缘的大门2.A market driven focus 市场驱动关注3.Recognized Research & Development Excellence承认的然就和发展优秀4.Formation of Supply (Value Chains)供给形成(价值链)5.Focus on quality and food safety关注质量和食品安全6.Commitment to training许诺训练7.Beneficiary pays

18、受惠人支付24July 2005The Strategy:策略Formation of Alberta Value Added Corporation (AVAC)艾伯塔增值企业的形成1.Food and Feed Centre 食品和饲料中心2.New Uses Centre 新应用中心3.Special Services 特别服务Business Development商业发展Supply Chain Management供给链管理Training训练Financial services金融服务25July 20058 Years Later8年后Results:结果1.AVAC form

19、ed in 1997 and now a major investor in agri-valueAVAC于1997年形成,现在是农业价值AVAC的主要投资者2.Value Chain Initiative formed in 1998 host of major international conference价值链动力1998年形成,-主要国际会议的招待机构26July 20058 Years Later8年后Results:结果3.Several Major Research & Development Initiatives几个主要研究和发展动力IFASA Lipid Rese

20、arch Utilization Program 脂类研究利用项目Agri-food Discovery Place农业食品发现Food Processing Development Centre major expansion食品加工发展中心主要扩展Alberta Environmental Farm Plan Company艾伯塔环境农业计划公司27July 2005But also unexpected setbacks:但是还有意料外的腿部1.BSE Crisis a major setback!疯牛病危机主要退步2.Hog Industry three major price troughs; countervail threats养猪业三个主要价格槽;补偿危险3.US Farm