1 Department of Marketing and Statistics, Aarhus School of Business, Aarhus BSS, Aarhus University2 MAPP - Centre for Research on Customer Relations in the Food Sector, Aarhus School of Business, Aarhus BSS, Aarhus University3 unknown
Danish farmers produce more than 20 million slaughtering pigs every year and most of them are exported to markets all over the world. From a historical point of view, the United Kingdom has been the groundbreaking export market, but today Danish pork is exported to more than 100 countries. The study focuses on the development on the most important markets for Danish pork. The countries are Denmark, Japan, UK, Germany, Italy, France, USA, Russia and South Korea. The primary purpose is to identify market demands of importance to the Danish pork sector in order to maintain and strengthen its position on its markets. It is expected that results of the analysis will be part of superior strategic decisions for the Danish pork sector as regards future Danish pork export markets. The market demands to be identified will therefore be evaluated in relation to resources and competences within the line of business. The study takes its starting point in a value chain perspective. The value chain covers the product- and distribution stages a product passes through before reaching the consumers. The value chain perspective presumes that added value is accumulated when a product passes through the stages of the chain and that this perceived added value means that the consumers are willing to pay a price for the product that covers the cost of the previous stages. This applies irrespectively of the final product being fresh pork chops bought by the consumer in the supermarket or whether it is a prepared sugarcured ham served at the local inn. The Danish Bacon & Meat Council markets a wide variety of products to different markets. The study also identifies the demands among the actors in the primary value chain for the dominant product group in each of the nine markets. Finally scenarios will be put together with the purpose of summing up the primary trends on the different challenges meeting Danish pork in the future.
Annual Report, 2001
MAPP; Dansk svinekød; Dansk svinekødsektor; Markedsefterspørgsel; Eksportmarked; Værdikæde; Danish pork; Danish pork sector; Market demand; Export market; Value chain