Memorial University of Newfoundland. Nescafé China. Good Food, Good Life. Edge Consulting
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1 Memorial University of Newfoundland Nescafé China Good Food, Good Life Edge Consulting
2 Agenda Problem Statement Neal Key Issues Key ObjecAves Analysis AlternaAves Lindsey RecommendaAon ImplementaAon Plan Angela Financials Ryan Risks and MiAgaAons Angela Conclusion
3 Problem Statement How can Nescafé create shared value while improving their supply chain and mee>ng Chinese consumer s needs?
4 Key Issues Company Values Supply Reliability Customer Forces Price VolaAlity
5 Key Objec>ves q Values fit q Enhance supplier reliability q Favorable market reacaon q Decreases in price volaality
6 Recommenda>on Nescafé should backwardly integrate into coffee farming in China through the development of two large- scale experien>al farms, with tourism, research and educa>on applica>ons
7 Assump>ons Government will lease land Consumers willing to pay for ceraficaaon Chinse Demand conanues to grow
8 Analysis External Analysis Key Worldwide Sources of Coffee Brazil 35% India 3% Indonesia 6% Colombia 7% China Projected to become the 4 th largest market Long term, China to become second largest market Vietnam 19% Others 19% Central America & Mexico 11% China shows promising market poten>al
9 Analysis External Analysis Retail Coffee Sales in China , , 1, , , China is growing in demand for Coffee products Coffee Beans Fresh Ground Coffee Instant Coffee
10 Analysis External Analysis Cost of Coffee Goods Price of buying coffee beans is increasing Beans Fresh Ground Instant
11 Analysis External Analysis 80% 70% Global Market Shares in Coffee, Green Mountain Nestle SA Tichbo Private Labels Others Mondelez DE Master Blenders 60% 50% 40% 30% 2009, 22.30% 2010, 22.50% 2011, 22.40% 2012, 22.40% 20% 10% Market share growth stagna>ng 0%
12 Analysis External Analysis Coffee farming Dominated by older generaaon Unappealing to younger generaaon Supply volaality increase Important to encourage youth for future supply chain stability
13 Analysis Internal Analysis Nescafe Coffee Sales in China 2011, , , China is growing in demand for Nescafe products
14 Analysis Internal Analysis Revenues by Product ,000 20,000 Powder and Liquid Water Milk and Ice Cream NutriAonal Prepared meals and aids ConfecAonary Pet Care 15,000 Millions of Swiss Francs 10,000 5,000 Nestle coffee has worldwide popularity
15 Analysis Internal Analysis 1.Philanthropy 2.Corporate Social Responsibility 3.Sustainability 4.CreaAng Shared Value
16 Analysis Internal Analysis CSV Not limited by firm budget Integral to the business model CompeAAve advantage Wealth CreaAon CSV is strategically relevant to Nestle
17 Alterna>ves Pay premium prices for fair trade coffee, recouped through futures market investment Engage Chinese farms to idenafy, research, and implement changes to improve their producavity Backwardly integrate into coffee farming through the creaaon of ExperienAal Farms
18 Alterna>ve One: Pay premium for fair trade, recouped through futures investment - Addresses price volaality - Some fit with Good Food Good Life and CSV - VolaAlity in supply - Lack of farmer buy- in - Labour challenges unresolved - TransacAonal supply chain
19 Alterna>ve Two: Engage Chinese farmers to iden>fy, research, and implement improvements Edge - Some fit with CSV and Good Food Good Life Values - Slow and piecemeal - Lack of farmer buy- in - TransacAonal supply chain - Labour concerns - Price and supply volaality
20 Alterna>ve Three: Backwardly integrate into coffee farming through the crea>on of Experien>al Farms Edge - Moves away from transacaonal supply chain - Addresses labour challenges - Complete fit with CSV and Good Food- Good Life Philosophy - Reliable prices and supply - Ensuring farmer buy- in - New terrain
21 Decision Matrix Supply and Price Vola>lity Consumer choice and profit Nestlé Philosophy Premiums for fair trade Engage with individual Chinese farmers Backwardly integrate with Experien>al Farms Crea>ng Shared Value Principals
22 Recommenda>on Nescafé should backwardly integrate into coffee farming in China through the development of two large- scale experien>al farms, with tourism, research and educa>on applica>ons
23 Implementa>on Plan Short Term Experien>al Farm Task Force Nego>a>ons with Government and Community Medium Term Establish Two Experien>al Farm Loca>ons Begin Harvest and Training Ini>a>ves Long term Sale of first harvest Farm inves>ga>on for future countries
24 What is an Experien>al Farm? Welcome to the Nescafé experien4al farm. In partnership with local farmers, we produce the highest quality FairTrade cer4fied coffee, invest in R&D and provide a training and educa4onal center where we can learn from each other. We hope your experience here will be friendly, educa>onal and refreshing. Wishing you Good Food, and a Good Life. Training and EducaAonal Center Research and Development Coffee ProducAon Facility Agricultural Tourism
25 Educa>on and Training The Coffee Knowledge Center 1. Staffed by training specialists 2. Support knowledge sharing 3. Open to local teachers and classes 4. Workshops and producaon facility tours 5. ApprenAceship OpportuniAes 6. TasAng panel training
26 Research and Development Nescafé Innova>on Center State of the art R&D center Ability for test crops Staffed by local Nescafé scienasts and researchers Explore plant variaaons and weather trends Share learning with Nescafé and local farmers iniaaaves
27 Produc>on Facili>es Produc>on Facili>es PlanAng HarvesAng Crop Processing and RoasAng Packaging MarkeAng and Sales 1. Processing will occur onsite for small batches 2. Larger harvests will be sent to Nestlé producaon faciliaes
28 Agricultural Tourism The Nescafé TasAng Experience Appeal to growing travel trends CerAfied tour guides Historical Museums on site TasAng Experience Explore the ProducAon FaciliAes Opportunity to explore crops
29 Logis>cs Lease two 180 hct. Loca>ons from Chinese Government Yunnan Province Guangdong Why Two loca>ons? Risk aversive (Drought, plant disease) Spread out training across Country Sustainability LogisAcal network and supply chain savings Farm Task Force Nescafé China Local Farmers Nescafé InternaAonal
30 Logis>cs Secure locaaons Community Engagement Task Force ConstrucAon of faciliaes Hiring: Training, R&D, farmers Plant First Crop ProducAon with local beans (For first 4 years) on site, training and R&D EducaAon, training and producaon Tourism and sale of product
31 Des>na>on Promo>on Promote DesAnaAon through: Local Tourism Boards Invite online influencers: travel, coffee sommeliers, and agricultural bloggers InfluenAal Baristas Employees Worldwide (IncenAve programming) Agricultural Tourism
32 Sales and Marke>ng of Product New packaging Includes ceraficaaon specifics Quick Facts about ExperienAal Farm About the Farmers, coffee staasacs, desanaaon details Online PromoAon Social Media Instagram, Vine, Farm Blog Promote sharing of site through hashtag #nescafefarm
33 Teams Involved Nescafé China and InternaAonal Human Resources R&D Supply Chain Management Legal
34 Time Line Short Term (0 mo.- 1 year) Medium Term (1 2 years) Long Term (2-4 years) Launch Farm Task Force, purchase Land ConstrucAon of Farm and ProducAon faciliaes ProducAon of Local Crops Hiring of Staff, training, set up Plant First Crop Harvest First Crop Tourism and EducaAon
35 Financials Year One Year Two Year Three Year Four Lease Training People Infrastructure ProducAon Raw Goods Total Assump>ons: 1. Tons = 5000 (YR 1-3) Employees/farm 3. Lease Rate $13,000/hct. 4. Cost of beans = $25,000/ ton
36 Projected Coffee Revenues , , , Assump>ons: 1. ConAnued strong growth in demand at 12%/ year 2. Market Share conanues to grow ~ 4%/year
37 Risks and Mi>ga>ons Risk Level Mi>ga>on Environmental Factors Economic Downturn Demand Shrinkage Medium Low Low Two locaaons, R&D Monitor economic forecast Market Research, markeang, export
38 What Good Looks Like Edge
39 Conclusion q Values fit q Enhance supplier reliability q Favorable market reacaon q Decreases in price volaality
40 Memorial University of Newfoundland Thank You QuesAons? Edge Consulting
41 Con>ngency Plan Edge
42 Cer>fica>on Pros and Cons Recogni>on level Cost Company Alignment Fairtrade High High High Rainforest Medium Medium Medium UTZ Low Low High 4C Low Low High Bird- friendly Low Low Low
43 Cost of a Cup of Coffee Milk, 0.4 Retail Profit, 0.25 IniAal Investment, 0.18 Coffee processors, Coffee Cup, 0.07 Coffee Growers, Shop Overhead, 1.2 Shop Labour, 1.35
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