Innovation in Value in the Mexican Beef Industry: Strategies Followed by Market Leaders
Revista Mexicana De Ciencias PecuariaTheme: Analysis of the Mexican beef industry using blue ocean strategy frameworks.
Summary: This study employs blue ocean strategy as a framework of analysis to examine the beef industry in Mexico and draft policy recommendations. The authors select ten companies, belonging to recognized strategic groups, that are known to have distinguished themselves by redefining their products and services and creating new demand where none existed. They use the strategy canvas to assess offerings of these companies on nine factors that include corporate identity, degree of integration, quality factors, product range, food safety, certification, customer services, marketing and market diversification. The authors show that while most of these firms put a high focus on product quality, presentation and market diversification, what really sets these firms apart is how they integrate their production chain and the range of products offered. From a policy perspective, the authors propose that a focus on food safety procedures would be of particular benefit to the industry.
Reference: Palacios, Maria G.L., M.M. Rodriguez, J.A.L. Rodriguez, and F.C. Escoto. “Innovation in Value in the Mexican Beef Industry: Strategies Followed by Market Leaders.” Revista Mexicana De Ciencias Pecuaria 1 (2010): 417-432.