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SOME PROSPECTS FOR FOOD INDUSTRY IN EURO-MEDITERRANEAN COUNTRIES

SOME PROSPECTS FOR FOOD INDUSTRY IN EURO-MEDITERRANEAN COUNTRIES. Jean-Louis Rastoin, ENSA.Montpellier/UMR Moisa University of Bologna – AIEA2 – february, 18, 2005 -. Overview. The food system approach World and Mediterranean Food Industry Markets & Strategies in the EU Med FTA

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SOME PROSPECTS FOR FOOD INDUSTRY IN EURO-MEDITERRANEAN COUNTRIES

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  1. SOME PROSPECTSFOR FOOD INDUSTRY INEURO-MEDITERRANEAN COUNTRIES Jean-Louis Rastoin, ENSA.Montpellier/UMR Moisa University of Bologna – AIEA2 – february, 18, 2005 -

  2. Overview • The food system approach • World and Mediterranean Food Industry • Markets & Strategies in the EU Med FTA • Conclusion : Opportunities & Threats for Med Countries

  3. The AgroFood System Approach Government : competition, norms & knowledge Consumers Agrochim Agriculture Food Industry Commercializ Genetics Logistic and services Equipments Source : d’après Feillet (2002)

  4. The steps of theAgroFood System

  5. World & Mediterraean Food Industry The Euro-Mediterranean Free Trade Association Impact

  6. Food Industries Benchmarking Source : our estimations from Unido Database, 2001 • Bad competitively of MPCs Food Industry • due to lake of competition

  7. LIBERALIZATION IMPACT ON EURO-MEDITERRANEAN AGRI TRADE 2001 – 2015 Source : adapted from Bchir, Ducreux, Fouquin, CEPII Mirage Model • CGEM • Scenario 1 : only industrial products • Scenario 2 : ag. & food ind. products included • Trade and Welfare effects

  8. LIBERALIZATION IMPACT ON EURO-MEDITERRANEAN AGRI TRADE 2001 – 2015 (1)Source : adapted from Bchir, Ducreux, Fouquin, CEPII Mirage Model

  9. LIBERALIZATION IMPACT ON EURO-MEDITERRANEAN AGRI TRADE 2001 – 2015 (2)Source : adapted from Bchir, Ducreux, Fouquin, CEPII Mirage Model

  10. Markets and Strategies in the Food system 3 markets 4 strategies

  11. The 3 Food products markets Mass market Thema : day-to-day Product : basic, safe Value : price, segmentation Innovative market Thema : health Product : « Neutraceutics» Value : technology Niche market Thema : culture & event Product : « authentic » Value : geographical origin « terroir »

  12. Food products markets France, 2001

  13. AgroFood Firms Generic Strategies Volumes 1 – Domination by costs / Large scale production : (Multinational Firms) 3 – Differentiation / innovation & mkg segmentation : (Multinational Firms) 2 – Cost cuts / [Big distribution subcontracting] : SMEs - DLP 4 – Differentiation / typicity : “ Terroir ” SMEs Price Adapted from Porter ‘s Model (1985)

  14. AgroFood Enterprises Typology in South & East Mediterranean Countries • State Enterprises in some sectors (Sugar, Oils, Tobacco) in many PMC • Private Conglomerates in Algeria (Cevital), Morocco (ONA), Tunisia (Poulina), Egypt (Lakah, Orascom, Ghabbour), Turkey ( Koc, Sabanci Hldg), with MNEs partnerships • Emerging SMEs by privatization

  15. CONCLUSION :Opportunities & Threats

  16. FMNs Strategies • Interest for emergent mass markets (today : Asia, tomorrow : Med. ?) • In search of leadership (market share) • Organization : global firms (investments in technology and communication) • International management, but national governance

  17. Med. SMEs opportunities • Traditional products : the mediterranean diet • Reconquest of the domestic market • Capture of the international market

  18. SMEs constraints • asymmetric competition with FMNs and with the « new producing countries » • Capture a « territorial rent » (« AOP ») • Quality Control • Agriculture modernization to improve profit and raw materials availability • Insure Traceability • Consolidate Equity to increase business cycle (Investment) • => Improve the management level

  19. A « mediterranean new strategy » • Strategic alliance based on regional AOP and enterprises network

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