TCI 2013 Strategy design at cluster and company level
-
Upload
tci-network -
Category
Business
-
view
181 -
download
2
description
Transcript of TCI 2013 Strategy design at cluster and company level
![Page 1: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/1.jpg)
Strategy design at cluster and company levelCarlos Tarrasón
Breakout Session: Strategic desing thinking – cluster strategy
5 September 2013
![Page 2: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/2.jpg)
16th TCI ConferenceTrack 2B Cluster StrategyStrategy design at cluster and company level
5th September 2013Kolding, Denmark
![Page 3: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/3.jpg)
Who am I?
![Page 4: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/4.jpg)
What is strategy?
![Page 5: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/5.jpg)
How to develop a cluster strategy? And a company
strategy?
![Page 6: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/6.jpg)
Understand the cluster and the market..Example: Bakery cluster in Belo Horizonte
![Page 7: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/7.jpg)
.. and follow a methodology
X
1. Define the business
Y
Z
2. Define the business segments
W
3. Define attractiveness and choose one
X
4. Define strategies and choose the best
BA
C
![Page 8: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/8.jpg)
1. Define the businessBakery sector: Production and commercialization of flour-based food baked in an oven
Bread CookiesCakes, Pastries, Pies
![Page 9: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/9.jpg)
2. Define business segments
Product
Value chain
Demand needs
![Page 10: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/10.jpg)
Bakery business segments
FRESH
(SHORT LIVE)
NO FRESH
(LONG LIFE)
Whole saleB 2 B
RetailB 2 C
Industrial(preservatives)
Artesan(par-baked)
![Page 11: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/11.jpg)
3. Choose one segment
Bargaining power of suppliers
Bargaining power of buyers
Rivalry
Entry barriers
Substitute products
![Page 12: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/12.jpg)
Which segment is better for the cluster?
FRESH(SHORT LIFE)
NO FRESH
(LONG LIFE)
Whole saleB 2 B
RetailB 2 C
Industrial(preservatives)
Artesan(par-baked)
![Page 13: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/13.jpg)
And for a company?
FRESH(SHORT LIFE)
NO FRESH
(LONG LIFE)
Whole saleB 2 B
RetailB 2 C
Industrial(preservatives)
Artesan(par-baked)
![Page 14: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/14.jpg)
4. Choose your strategy
BA
C
![Page 15: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/15.jpg)
Main variables to compete in “Fresh Retail”
-
-
Service+
QualityComom Gourmet Gastronomy
Bread
Bread+
casual food
Bread+
Restaurant
![Page 16: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/16.jpg)
Strategies in “Fresh Retail”
-
-
Service +
QualityCommon Gourmet Gastronomy
Bread
Bread+
casual food
Bread+
Restaurant
Specialized Bakery
Bakery and fresh casual
Bakery and “café”
Bakery and Chef
Restaurant
Regular bakery
![Page 17: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/17.jpg)
Cluster most suitable strategies
-
-
Service +
QualityComom Gourmet Gastronomy
Bread
Bread+
casual food
Bread+
Restaurant
Specialized Bakery
Bakery and fresh casual
Bakery and “café”
Bakery and Chef
Restaurant
Regular bakery
![Page 18: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/18.jpg)
Different strategies = Different KSF
Quality Product mix: bread, fresh food-service products Productivity by volume Efficient service
Quality & Identity Product mix by
consumption moment Product mix: Special breads, ultra fresh food-service and gourmet products Cross specialized production units Differentiated service
![Page 19: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/19.jpg)
Innovation for differentiation has to happen at the different levels (cluster, companies, etc)
![Page 20: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/20.jpg)
Business models for the main strategies
Food solutionsFood solutions
CommercialCommercialTo GOTo GO
To STAYTo STAY
IndulgenceIndulgence ResidentialResidential
X X X X
OwnOwn
OutsideOutside
HighHigh
Med-LowMed-Low
What Where purchases
Where consumes Production Income
![Page 21: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/21.jpg)
To innovate we have to pursue innovation and follow a
methodology
![Page 22: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/22.jpg)
And understand the market references
Empresas e instituições em São Paulo
Empresas em RJEmpresas e instituições em San Francisco
Empresas em Los Angeles
![Page 23: TCI 2013 Strategy design at cluster and company level](https://reader034.fdocuments.us/reader034/viewer/2022052523/5550c1bbb4c905ff618b5374/html5/thumbnails/23.jpg)
Thanks to the institutions that support this work