ESSENTIAL !

MARKET RESEARCH

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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!

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DRAW PICTURES!

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VALUE CHAIN / NETWORK

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D. CURRENT

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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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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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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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A.

WHAT YOU DO.

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A.

WHAT YOU DO.

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A. B.

WHAT YOU DO.

HOW YOU CONNECT.

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A.

WHAT YOU DO.

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A. B.

WHAT YOU DO.

HOW YOU CONNECT.

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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

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(N.R.) MARKET CHALLENGES

“CAUSAL” FACTORS FOR FAILURE

MARKET-RELATED

INSTITUTIONAL CONDITIONS

BIOLOGICAL ATTRIBUTES

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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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