The industry structure and market challenges in the meat sector in Australia created a need for industry participants to better understand the market dynamics to remain competitive.  The challenges of fluctuating input costs, a volatile currency, industry consolidation, coupled with buyer concentration and increased influence led to a need for more sophisticated market research to aid future strategic planning.

We were engaged by our client to support their market research and development needs. This input was structured into several stages.

Stage 1 of the work involved market analysis, which included:

• Mapping the market structure and value chain for relevant meat categories
• Identifying product volumes sold
• Identifying the trends within the distribution channels and across the product categories of the various market segments
• Identifying key supply chain participants, influencers and potential buyers in target market segments.

Stage 2 addressed a target-market selection undertaken at an holistic level based on a set of strategic criteria suitable to client capabilities and capacities, and market attrubutes.

Stage 3 of the engagement moved into a detailed study of the target segment & an analysis of the options for future action, to be used in the development of sales & marketing strategies at an enterprise level