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Support systems for new activities in rural areas
Part 3 - Various techniques
How to use this guide & Table of Contents
1. Size of the market (volume and value) in different countries, regions and the local area.
2. Breakdown of each market into major products (substitutes and complements).
3. Price and quality differences between products.
4. Main forms of packaging and presentation.
5. Main channels of distribution and prices and formats in each.
6. Consumer or customer profiles.
7. Changes and trends in all of the above.
B. Supply and competition
1. Main players, their products, turnover, profits and ownership.
2. Market share of the main players (by product, distribution channel and geographical market).
3. Strengths and weaknesses of the main players.
4. Competitive strategy of the main players (product differentiation, cost cutting, technological innovation, distribution, etc.).
5. Changes and trends in all of the above.
Common problems and bottlenecks
EXAMPLE OF A MARKET STUDY FOR
This covered all the points mentioned above.
The main conclusions were:
The field study
This involved 40 trout retailers and distributors and covered supermarket chains, individual fishmongers and fish wholesalers.
This allowed information to be gathered in the following areas:
A 40-page easy to read report with plenty of graphics and concrete examples.
Budget and staff
The collective project
The production audit and market study were used as the building blocks for the final development plan for Pyreneen trout farmers. The plan covered the following areas:
Methodology: two one-day meetings with the 12 producers to discuss the conclusions of the production audit and market studies. Three day-long meetings to discuss and prepare the final plan for the collective project. Two days to prepare the final report.
A 27-page easy to read report with plenty of graphics and concrete examples.
Budget and staff
Overall, it took 6 months from the commissioning of the work to a keys-in- hand, ready-to-launch project. Daily rates could be reduced by using student placements, but the supervision costs and the time taken would increase.
The key variable is not so much the daily rate (which varies depending on the country and area), but the quality of the results in relation to the budget and the total time taken.