Participating organizations (WP leader in bold): P3. IRTA, P6. DLO, P10. TU/e, P11. AU, P12. APROMAR and P18. CTAQUA
Following the analysis of the supply and demand structure, and sensory and other tests from WP28 and 29, business models will be developed and successful new product marketing launch strategies proposed. This will be done in collaboration with the participating SMEs and using the business model concept.
Task 30.1 Business models . Firstly, the value proposition for the producers and partners will be described and specified for specific customer segments targeted. This will include quantitative elements of price and efficiency, and qualitative matters of overall customer experience and outcome.
Secondly, the resources necessary to create value for the customer will be described. It identifies the partner network and determines the actual resources that are required in order to optimize operations and reduce risks of a business model. Guidelines for the organizations to cultivate buyer-supplier relationships will be developed. Complementary business alliances will be explored, including options for joint ventures to expand globally.
Finally, cost structures and possibilities to further drive down costs will be analysed together with the SME Partners. The way different companies along the value stream are involved and will get an income from cooperation or customer segments will be described and analysed. It will be linked to price decisions to allow for estimating revenue streams. Several ways to generate revenue streams will be explored. The effort will draw on market data and trends from WP27.
Task 30.2 New product marketing strategy development. This task will focus on the development of a new product marketing strategy including actionable productmarket combinations, new product launch, new market entry and timing, stimulating consumer adoption and encouraging diffusion across EU markets, drawing on the results of the segmentation of the market, the experimental studies, and the sensory evaluation. The focus will be on the five countries selected. Results from market tests conducted will be used to further improve these strategies.
In cooperation with the SMEs involved, a market test will be performed in the 5 countries selected (i.e. UK, D, ES, F, USA). These small-scale consumer tests will run in mid-size to large cities of these countries. Locations will be chosen in accordance with the target segment, channel selection and using the marketing (e.g., communications, packaging) guidelines from WP29, and options available. Based on test market guidelines for actual rollout will be optimized. Furthermore, market simulations will be performed to estimate and facilitate the market launch and diffusion. The modelling will happen using data from WP28 and using system dynamics modelling. It will help SMEs to make decisions regarding their sales & operations planning (so called S&OP). As the choice of value products developed will impact the nature of the markets that will be targeted and parties involved, the efforts of market testing and simulation should be expected to vary by species, product and country.
Task 30.3 Recommendations of industry development and international market expansion. Finally, a global market approach will be developed based on input from Task 30.2. Based on market similarities and existing contacts of the EU fish industry in foreign countries, opportunities for the new products developed in WP28 will be identified and suggestions developed on how to further promote growth and market expansion. The development of these plans will involve experts from the industry and the respective countries, as well as the experience (and networks) of the SMEs involved in DIVERSIFY. On the basis of the analysis, policy (macro-level) and strategy (micro-level) recommendations will be provided with the potential to make the European aquaculture sector more competitive, and to provide a level playing field with respect to production in developing countries. Based on the above input we will again develop system dynamics simulation models that help predict the diffusion, of the EU produced fish species of this study, internationally. The models will factor in SMEs’ international relations and other (e.g., cultural) linkages between geographical markets
Following the analysis of the supply and demand structure, and sensory and other tests from WP28 and 29, business models will be developed and successful new product marketing launch strategies proposed. This will be done in collaboration with the participating SMEs and using the business model concept.
Task 30.1 Business models . Firstly, the value proposition for the producers and partners will be described and specified for specific customer segments targeted. This will include quantitative elements of price and efficiency, and qualitative matters of overall customer experience and outcome.
Secondly, the resources necessary to create value for the customer will be described. It identifies the partner network and determines the actual resources that are required in order to optimize operations and reduce risks of a business model. Guidelines for the organizations to cultivate buyer-supplier relationships will be developed. Complementary business alliances will be explored, including options for joint ventures to expand globally.
Finally, cost structures and possibilities to further drive down costs will be analysed together with the SME Partners. The way different companies along the value stream are involved and will get an income from cooperation or customer segments will be described and analysed. It will be linked to price decisions to allow for estimating revenue streams. Several ways to generate revenue streams will be explored. The effort will draw on market data and trends from WP27.
Task 30.2 New product marketing strategy development. This task will focus on the development of a new product marketing strategy including actionable productmarket combinations, new product launch, new market entry and timing, stimulating consumer adoption and encouraging diffusion across EU markets, drawing on the results of the segmentation of the market, the experimental studies, and the sensory evaluation. The focus will be on the five countries selected. Results from market tests conducted will be used to further improve these strategies.
In cooperation with the SMEs involved, a market test will be performed in the 5 countries selected (i.e. UK, D, ES, F, USA). These small-scale consumer tests will run in mid-size to large cities of these countries. Locations will be chosen in accordance with the target segment, channel selection and using the marketing (e.g., communications, packaging) guidelines from WP29, and options available. Based on test market guidelines for actual rollout will be optimized. Furthermore, market simulations will be performed to estimate and facilitate the market launch and diffusion. The modelling will happen using data from WP28 and using system dynamics modelling. It will help SMEs to make decisions regarding their sales & operations planning (so called S&OP). As the choice of value products developed will impact the nature of the markets that will be targeted and parties involved, the efforts of market testing and simulation should be expected to vary by species, product and country.
Task 30.3 Recommendations of industry development and international market expansion. Finally, a global market approach will be developed based on input from Task 30.2. Based on market similarities and existing contacts of the EU fish industry in foreign countries, opportunities for the new products developed in WP28 will be identified and suggestions developed on how to further promote growth and market expansion. The development of these plans will involve experts from the industry and the respective countries, as well as the experience (and networks) of the SMEs involved in DIVERSIFY. On the basis of the analysis, policy (macro-level) and strategy (micro-level) recommendations will be provided with the potential to make the European aquaculture sector more competitive, and to provide a level playing field with respect to production in developing countries. Based on the above input we will again develop system dynamics simulation models that help predict the diffusion, of the EU produced fish species of this study, internationally. The models will factor in SMEs’ international relations and other (e.g., cultural) linkages between geographical markets