Mar 15, 2012 | Category, Collaboration, Management, Marketing, Social Media, Strategy
Produce marketers are not all that different to most FMCG marketers, except that the power of the retailer in produce categories is magnified by the total lack of proprietary branding, effectively insulating the consumer from the producer, making brand building and innovation a greater challenge. This lack of branding power and engagement with the consumer puts them at the mercy of retailers.
In an effort to put some parameters round the problems, the Mildura Development Corporation funded a study that sought to articulate the challenges and choices faced by producers in the Sunraysia region, particularly by drawing the comparisons with the competitive environment in the UK.
The headline elements in the conclusions are:
- The power of the retailer
- Scale of producer operations
- The role of the business model employed
- The increasingly critical nature of data, its collection, analysis and leverage potential
- Marketing choices made.
These factors are all connected in cause and effect relationships with each other, and with the customers, and consumers of produce, but most forget, or get confused about the differences in the approach, which can be summarised as:
Sell to your customers
Market to your consumers.
Perhaps the report can add to your thinking, contact me for a copy, or discussion.
There is a downloadable copy of the report in the “Sharing” pages of this site, let me know what you think of it.
Mar 14, 2012 | Management, Operations
Retailing is under pressure, all the established retailers are suffering declines in profitability, and the media is full of retail CEO’s bemoaning the eroding margins.
Australians appetite for flat screen TV’s over the last couple of years were is amazing, we now have TV’s in almost every room in the house, and prices have dropped precipitously as volumes have increased, and we are unwilling to pay for fat retail margins.
Surprise, surprise.
The reduction of the 40% margins for retailers, delivering from $530-600 for a unit 2 years ago, to single digit margins and $40 through the till today has all the retail CEO’s crying poor.
The change in the retail competitive environment has not been matched by the performance measures bricks and mortar retailers employ, and their business model is becoming redundant.
Retailers focus on dollars through the till, product and category margins, and returns for floor space. Generally they forget that business is about making a return on investment until the AGM, not counting margins that get chewed up by working capital requirements down the supply chain.
E-retail is driving a stake through the heart of bricks and mortar retailing of electronics, and it will come in white-goods very soon. E-Tail retailers focus on the return on funds employed, not margins. When you take the customers order and 10% deposit before you pay for the stock, and get the balance COD, it matters little if the margin is $40 when the volumes are skyrocketing, because the funds employed are very low.
Feb 22, 2012 | Management, Marketing, Strategy
Into the new year, most companies that have June 30 as year end will start the tortuous path of setting the new budget. I have seen the budget process take 6 months, and be as useless as a water pistol in a gunfight when it comes to delivering meaningful outcomes.
Two simple questions are often not asked:
- Why are we doing this?
- How are we going to get the outcomes satisfactory to the short term needs of stakeholders, and that also set the business up for long term commercial sustainability?
In other words, have a clear business purpose, and know what you have to do to progressively deliver on the undertakings.
Feb 17, 2012 | Management, Strategy
- Which customers?
- Which markets?
- What is the vale proposition?
- What are the processes that are required to deliver the value proposition?
- What capabilities are required to deliver the strategy?
- What technology is required to deliver the strategy?
- What are the organisational enablers of the strategy?
And most importantly,
- How do we engage our people to participate in the definition of all these, then in the delivery, management, and improvement steps that follow?
Pretty simple really, or how enormously complicated, challenging, and ultimately rewarding, depending on how deeply you think about the list
Feb 13, 2012 | Management, Strategy
Michael Porter transformed strategy development 30 years ago by asking two simple questions:
-
- What are the drivers of industry profitability?
- What are the drivers of profitability of an individual firm in an industry?
He then provided a framework to analyse both, his “five forces“.
The possibility, and ease of entry of substitutes is one of the 5 forces that dictate strategy, and this remains the case, it is just that the possibility of finding an acceptable substitute is infinitely greater now than it was 30 years ago when the original thinking took place.
Almost every industry you can think of has been transformed in the last 10 years by the power of the web to offer substitutes. Access to substitutes of both the product of, and supplier to any business, immediately and transparently, is infinitely easier that just a decade ago.
Oh, and new industries have been spawned that have decimated, and changed forever those legacy industries, and most did not see it coming.
Porter’s framework got it right, it remains right, it is just that the time frames he worked with are now way shorter, and the entry/exit barriers lower. The net has completely altered the tactical dynamics, but the strategic thinking behind the model remains sound.
Feb 8, 2012 | Change, Management, Operations
It seems paradoxical to me that the most successful company on the face of the earth over the last decade, one that has been successful because of their astonishingly good product design, have not leveraged that innovative capacity into their operational design.
I refer of course to Apple, whose profit in the December 2011 quarter was $13.3 Billion, and they became, again, the most valuable company in the world.
The woes of Apple’s supply chain, particularly Foxconn have been extensively covered, and most, if not all of Apples customers would be familiar with at least a small part of the story.
Around the developed world, and increasingly elsewhere, it seems consumers are developing a conscience, they care about more than just product performance, and are evolving to make purchase decisions that includes some consideration of the “integrity” of the product concerned, from organic food, to sports shoes, to coffee, and now to electronics and gadgets.
Innovation is way more than just making the products better, it is also about making the supporting structures better, improving the whole operational chain, not just the consumer facing end.
Imagine the innovation Apple could bring to the manufacturing supply chains they employ if they took a small piece of their enormous and well deserved profits from their product design, and focused on operational design. Instead of observers using Toyota Production System as the benchmark, in 10 years it would be the APS, Apple Production System, and their profits would have soared again.
Oh, by the way, if Apple managed to create an APS, their improved profits would come not just from their superior design of the whole value chain, their APS, but because consumers do truly care about the integrity of what they buy. In that event, a few of the building blocks for a re-emergence of manufacturing as a economic driver in the US and Europe would be put into place.
