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ESSENTIAL !
MARKET RESEARCH
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
1. DISCOVER THE SYSTEM
AND ITS PARTS(WORK AT THE SPECIFIC,
BUT UNDERSTAND THE WHOLE)
THE MARKET IS A SYSTEM... D. W
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VALUE CHAINS /NETWORKS
“A NETWORK OF LABOR AND PRODUCTION PROCESS THAT RESULT IN A FINISHED COMMODITY” - HOPKINS & WALLERSTEIN (1986)
“A COMPLEX WEB OF ACTORS THAT AFFECT THE PRODUCTION-TO-CONSUMPTION PROCESS” - BLOWFIELD 2001
IT’S A SYSTEM!
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
DRAW PICTURES!
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VALUE CHAIN / NETWORK
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
D. CURRENT
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
2. BRING THE SYSTEM TO LIFE
THE MARKET IS A SYSTEM... D. W
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
TALK TO:GROWERS,HARVESTERS,MIDDLEMEN,SUPPLIERS,BUYERS,VENDORS,STORES,FORESTERS,NEIGHBORS,ETC.
INVESTIGATE!!!(AKA: MARKET RESEARCH)
USE:PHONE CALLS,
PERSONAL VISITS, LIBRARIES,
THE INTERNET, CHAMBER OF COM.,
UNIVERSITIES, LOCAL BUSINESSES,
BUY SAMPLES, MAKE THINGS
ETC.
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
D. CURRENT
D. CURRENT
TAKE PICTURES!J. SANTOS
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LEGWORK...
TAKE NOTES:
ON PRICES IN DIFFERENT LOCATIONS,
AND AT DIFFERENT STAGES OF FINISHING OR PRODUCTION,
ON DIFFERENT QUALITY CONDITIONS
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
KEEP A JOURNAL!
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
FIND OUT ABOUT:CHALLENGES FACED
COMPETITORS COMPETING PRODUCTSPRICES AT ALL STAGES
SUBSTITUTES / “SIMILARS”YR:YR TRENDSSEASONALITY
VALUE-ADDED OPTIONSPRODUCTION STANDARDSUNEXPECTED PROBLEMS
FINDING HELP
MARKET RESEARCH D. W
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
A.
WHAT YOU DO.
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
A.
WHAT YOU DO.
D. W
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
A. B.
WHAT YOU DO.
HOW YOU CONNECT.
D. W
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
A.
WHAT YOU DO.
D. W
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
A. B.
WHAT YOU DO.
HOW YOU CONNECT.
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© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
A. B. C.
WHAT YOU DO.
HOW YOU CONNECT.
HOW YOU FIT IN.
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(NATURAL RESOURCE)MARKET CHALLENGES
FOUR CHALLENGE AREAS:
ECOLOGICAL
ECONOMIC
SOCIO-POLITICAL
MANAGEMENT INCOMPATIBILITY
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
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(N.R.) MARKET CHALLENGES
“CAUSAL” FACTORS FOR FAILURE
MARKET-RELATED
INSTITUTIONAL CONDITIONS
BIOLOGICAL ATTRIBUTES
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
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ADDITIONAL RESOURCES
© 2010 REGENTS OF THE UNIVERSITY OF MINNESOTA
A HANDBOOK FOR VALUE CHAIN RESEARCH -
KAPLINSKY AND MORRIS, 2001
HTTP://WWW.VALUE-CHAINS.ORG/DYN/BDS/DOCS/DETAIL/395/1
PARTICIPATORY MARKET CHAIN ANALYSIS FOR SMALL-HOLDER PRODUCERS-
INTERNATIONAL CENTER FOR TROPICAL AGRICULTURE, 2007
HTTP://ISA.CIAT.CGIAR.ORG/CATALOGO/PRODUCTO.JSP?CODIGO=P0398
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