Strategic Management Issues Value Added Strategy for Alberta Agri-Food 策略管理问题艾伯塔农业食品增值策略

Strategic Management IssuesValue Added Strategy forAlberta Agri-Food 策略管理问题艾伯塔农业食品增值策略 Workshop with SFAGM Agribusiness Training Program July 2005 July 2005

“ Everything I need to knowI learned on my parent’s dairy farm.” 所有我需要知道我从我父母的牛奶农产学到了 July 2005

Management….? 管理？ July 2005

Consulting….? 咨询？ July 2005

You’re in the knowledge business if you can’t 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-Addison July 2005

1977-2005: 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 Warfare市场战争 • Just in Time正好及时 • The Virtual Organization有效的组织 July 2005

The 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 • Innovation 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 July 2005

It 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. What’s in for me?　什么是为我的？ July 2005

Strategic Management Issues: 策略管理问题 There are two major 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／或新的市场，评估选择，可行性，商业计划，简易化 July 2005

So 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 • Don’t be something you‘re not!不要成为你不是的人 July 2005

My 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 July 2005

Some more gems to consider! 一些更多的精华去考虑 July 2005

“ There are no answers…….just questions!!!”Jack Kerouac 没有答案,只有问题 July 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 July 2005

Changing 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 July 2005

Background:背景 • Alberta – 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 opportunity强烈的感觉新机遇 July 2005

July 2005

Trends:趋势 • Strong growth in consumer oriented food products以消费者为导向的食品产品增长 • Growth in Asia – will lead the world亚洲增长—将会领导世界 • 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 • Strategic alliances, supply chain management will be critical for growth策略联盟,供应链管理将对发展很重要 • 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 July 2005

Comparative 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 July 2005

The Alberta Position:艾伯塔的位置 • Cost competitive – grains, oilseeds, livestock成品竞争—谷类,油种子,牲畜 • Limited research & development有限的研究和发展 • Distant to market与市场有距离 • Marketing Structures – strong commodity orientation市场结构—强烈的商品导向 • Majority of programs and resources directed to production大多数项目和自然都指向生产 July 2005

Conclusion: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 July 2005

Recommendations:推荐 Strategic Initiative 1:策略主动1 Create and Foster a Value Added Culture创造和促进增值文化 Strategic Initiative 2:策略主动2 Establish Alberta as a Knowledge and InnovationCentre 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3 Develop new marketing systems (value chains)发展新市场系统(价值链) July 2005

The 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 be 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 July 2005

Guiding Principles:指导原则 • Build on strengths 建立实力 • Cereals, 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 • A market driven focus 市场驱动关注 • Recognized Research & Development Excellence承认的然就和发展优秀 • Formation of Supply (Value Chains)供给形成(价值链) • Focus on quality and food safety关注质量和食品安全 • Commitment to training许诺训练 • Beneficiary pays受惠人支付 July 2005

The Strategy:策略 Formation of Alberta Value Added Corporation (AVAC)艾伯塔增值企业的形成 • Food and Feed Centre 食品和饲料中心 • New Uses Centre 新应用中心 • 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 July 2005

8 Years Later8年后 Results:结果 • AVAC – formed 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 • 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 July 2005

8 Years Later8年后 Results:结果 • Several Major Research & Development Initiatives几个主要研究和发展动力 • IFASA • Lipid Research 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 July 2005

But also unexpected setbacks:但是还有意料外的腿部 • BSE Crisis – a major setback!疯牛病危机—主要退步 • Hog Industry – three major price troughs; countervail threats养猪业—三个主要价格槽;补偿危险 • US Farm Bill – low grain prices 美国农场法案—低谷类价格 • Continued Industry consolidation持续工业合并 • Numerous market failures无数市场失败 • Drought! Flooding! Etc!! 干旱!洪灾!等等! July 2005

Conclusions:结论 • Issues are many and complex事件多种且复杂 • Ask many questions 问许多问题 • Understand the big picture 理解大背景 • Understand your own strengths and weaknesses理解你自己的长处和短处 • Develop guiding principles and priorities发展指导方针和优先权 • Focus, focus, focus聚焦 • Strategic planning takes a lot of hard work策略计划需要许多努力工作 July 2005

A Final Thought最后的想法 “ A journey of 1000 miles always begins with the first step…” 1000英里的路程从第一步开始 Ancient Chinese Proverb (Just make sure your feet are pointed in the right direction!!) (只要明确你的脚指向对的方向) July 2005

Strategic Management Issues Value Added Strategy for Alberta Agri-Food 策略管理问题艾伯塔农业食品增值策略