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Micropropagation Enterprise Economic Considerations Market Analysis Commercial Plant Tissue Culture Laboratory Independent Enterprise where the finished product is the tissue cultured plant in vitro Integrated Enterprise where marketing and nursery are integrated together Independent Laboratory Determining Factors: Finance Market Research and development Production management Finance It is possible to start tissue culture work in the residential culture and then a few hundred plant can be produced with minimal initial cost To start business, it is most desirable to have an investors with an agriculture and/or biotechnological background Venture capital has the tendency to loose patience sooner Remember, only larger and well managed enterprises have a fair chance to survive Market Enterprise should have a substantial part of its production in cultivars that are demanded in large quantities at a reasonable price Media, sterilization procedures, transfer manipulation, planting density and growing chamber conditions need large scale testing Once a certain level of production is reached, and thus a competitive overall cost price, enterprise can start thinking about producing both less demanded cultivars and cultivars that are new to market Market A long time relation between producers and customers based on profit and mutual trust is important Frequent discussions, visit to laboratory and thorough intercourse with receiving nurseries and even producers of the limited product often lead to improvements in procedures Presentation of a well known, traditional plant as a new product Importance of Market Knowledge How are patent regulations? Which varieties are economically suitable for tissue culture? Which cultivars can replace another? Can tissue cultured plant open a larger market? Research and Development Research is very important in enterprise: Experimental development of both technical aspect (growth media, methods of manipulation, growth conditions) and aspect related to production planning and cost price calculation of a production system Tacking problem arising in the course of the production process It is necessary to stay well informed about new evolution by reading scientific or professional literature Formal and informal contact with researchers and colleagues on an international level are crucial Production Management An appropriate system to produce a required number of identical plants at a given time at a competitive price The desired time of delivery Phenotypic fidelity The original material Multiplication with a minimum of variation A competitive price Minimum Variation Starting with fresh material from the original plant on a regular basis Safe stock on a zero branching medium or limited axillary branching Positive selection of samples in vivo Avoid indirect regeneration through callus or cell system Competitive Price High efficiency production system has to be established with large quantities produced diluting high investment and operating cost Expensive labor substituting technology Reduced cost for the same quantity of labor Price It is of great importance to know the production cost of a tissue cultured plant It is important to keep records of all media, labor and overhead costs makes it possible to calculate the price It is desirable to have simple formula not only to calculate the cost price for the actual production but also to make prediction General Structure 1. Labour 65 2. Media 7 3. Equipment + laboratory cost 17 4. Other 11 The second most important cost is related to the space needed to grow the plants Possibilities of lowering costs Labor Electricity Planting density Labor Good production management is needed to reach a high efficiency Time spent in preparing and sterilizing culture media can be diminished by preparing larger batches Incubation of the prepared media to allow eventual contamination to be reveal perform experimental inoculation of some shoot on a few container beforehand to verify the reaction before the whole batch is transferred Using disposable containers Electricity Two major constituents of electricity cost are lighting of the shelves in the culture room (60%) and cooling the culture room (25%) Install lamps that are produce for less heat Install lamps outside the shelves Planting density It can be very interesting to investigate whether more shoots can be grown in the same container, with the same amount of medium, while maintaining the same quality Raising the number of units per container and/or the number of shoots per clump If 10% less medium, means saving 10% on 7% of the total cost. Saving in labor for the preparation and transport of the medium Market Analyses Markets. The target marketing process. Market segmentation. Evaluating market segments. Selecting market segments. Market positioning. Markets MARKETS: They consist of all the potential customers sharing a particular need or want, who are willing and able to engage in exchange to satisfy that need or want TARGET MARKET: the group of customers (people or organizations) at whom a seller aims its marketing effort. Distinctive Markets ULTIMATE CONSUMER MARKET: People who buy products for their personal, nonbusiness use. BUSINESS MARKET: An organization that buys goods or services to resell, use in its own business, or make other products. These markets behave differently!! Market Segmentation The process of dividing the total heterogeneous market for a product or service into several segments, each which tends to be homogeneous in all significant aspects. Market segmentation is a basis principle of marketing. Importance of Marketing Marketing is the heart of a nation’s economic system. Demand for industrial goods is derived from consumer purchases. Marketing is important to organizations and must be part of the corporate planning process. Marketing Planning Based on short and long-range organizational goals Begins and ends with the customer Interprets consumer needs and links the organization and its environment a critical part of the Business Plan Marketing Plan Outline Executive Summary Environmental Analysis Strengths and Weaknesses Opportunities and Threats Marketing Objectives Marketing Strategies Marketing Implementation Evaluation and Control Executive Summary A synopsis of the plan Includes an introduction, explanation of key points, statement of costs Very important and useful as it is often given to people outside the organization Environmental Analysis A comprehensive analysis of the company and the environment relevant to the target market and the competitive situation Most difficult part of the plan Requires information from the internal and external environment Accomplished through secondary and primary research Must have an ongoing way to collect and organize environmental data Marketing Information System is critical Environmental Analysis It must consider: External Macro-environment Internal Factors Target Market Firm’s current marketing objectives and performance SWOT analysis Strengths and Weaknesses come from inside the company and only exist when the company exists must be analyzed relative to market needs and competition helps to determine what you do well and what needs to be changed to meet the needs of the firm’s target market Opportunities and Threats focus on factors external to the organization both opportunities and threats exist independently of the organization but greatly affect operation must differentiate O&T from S&W Opportunities and Threats opportunities are favorable conditions in the environment that could produce rewards for the organization if acted upon properly threats are conditions or barriers that may prevent the firm from reaching its objectives O&T stem from many sources in the environment Marketing Objectives state what is to be accomplished through marketing activities should come out of the SWOT analysis need sales volume, market share and profitability objectives need objectives that specify the behavior you want from the target market need objectives stated in each marketing mix area product introduction, product improvement or innovation pricing, distribution and communication Marketing Objectives It should be: expressed in clear simple terms written, so it can be measured accurately for a specific period of time consistent with the organization’s corporate strategy Marketing Strategies must outline how the organization will manage its relationships with customers so that it gains an advantage over the competition Elements in Marketing Strategy Product Communications Price Distribution Service Step in Marketing strategy Market segmentation: 1. Identify bases for segmenting the market. 2. Develop profiles of resulting segments. Market targeting: 3. Develop measures of segment attractiveness. 4. Select the target segment(s). Market positioning: 5. Develop positioning for each target segment. 6. Develop marketing mix for each target segment. Market Segmentation The process of dividing a market into distinct groups of buyers who might require separate products and/or marketing mixes. 1. Geographic segmentation (geographic units). 2. Demographic segmentation (demographic characteristics). 3. Psychographic segmentation (social class, life-style, or personality characteristics). 4. Behavior segmentation (knowledge, attitude, use, or responses to a service). Requirements for Effective Market Segmentation Measurability: degree to which a segment’s size and purchasing power can be measured. 2. Accessibility: degree to which a segment can be accessed and served. 3. Substantiality: degree to which a segment is large or profitable enough. 4. Actionability: degree to which programs can be designed to attract and serve the segment. 1. Evaluating Market Segments Segment size and growth: current segment sales, growth rates, and expected profitability. Segment structural attractiveness: presence of many strong and aggressive competitors, relative power of buyers, presence of powerful suppliers. Organization’s objectives and resources: do not mesh with organization’s objectives or philosophies. Market Targeting Selecting Market Segments Market Coverage Strategy Alternatives 1. Undifferentiated marketing strategy: ignore market segmentation, go after whole market with one service offer. 2. Differentiated marketing strategy: target several market segments and design specific service offers for each one. 3. Concentrated marketing strategy: try to get a large share of one or more small market segments. Market Targeting Choosing a Market Coverage Strategy 1. Company resources: the less the company’s resources, the more likely a concentrated strategy is the best option. 2. Product homogeneity: the greater the differences in the services, the better it is to use either differentiated or concentrated. 3. Market homogeneity: the greater the homogeneity in customers, the better it is to use undifferentiated. 4. Competitors’ strategies: it may be wise to use the same strategy or a different one. Market Positioning The way organization services are defined by consumers on important attributes. The place these services occupy in consumers’ minds relative to competitors’ services. Positioning Strategies: 1. Specific attributes of the services. 2. The need the services fill or the benefits they offer. 3. For certain groups or classes of customers. 4. Against an existing competitor or competitors. 5. Against another product class. Choosing and Implementing a Positioning Strategy Three Steps in Positioning 1. Identify a set of possible competitive advantages. 2. Select the right competitive advantages. 3. Communicate and deliver the selected position to people in the selected target market.