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Philippine Poultry Industry

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alex roque

on 22 September 2013

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Transcript of Philippine Poultry Industry

The Philippine Poultry Industry

Introduction
DIVERSE INDUSTRY
Broiler & layer chickens: large scale, labor-intensive, imported hybrids
Native chicken & Duck: low-input, backyard production by smallholders
Market Structure
There are numerous
Big Players
in the Philippine Industry:
San Miguel
Bounty Fresh
Demand is
continuously increasing
every year
Recommendations
a. Ride along with
the
demand
curve
Recommendations
b.
Continual
Innovation

SWOT ANALYSIS
Porter's 5 Forces Model
Recommendations
Conclusion
Philippine Poultry Industry:
Highly Diverse

Scope & Limitations
Geographical Limit:
Limited to Philippine Poultry Industry
Research includes:
Global Policies
SWOT Analysis
Porter's 5 Forces Model
Industry Overview
2002:
PHP40.3 billion
11% of total agricultural production
Trade Liberalization:
Globalization

increase in foreign and local competition
Global market
Efficiency of production for competitiveness
Efficient marketing systems of supply chain
Government Policies
Livestock Development Policy
AFMA
(Agricultural and Fisheries Modernization Act)
AMMP (Agrikulturang MakaMasa)
GMA (Ginintuang Ani)
Strengths
SMALL POULTRY BUSINESS
Livestock Enterprise Development
Multi-Livestock Development Loan Program (MLDLP)
10% interest
Barangay Livestock Breeding Loan Program
(BLBLP)
Farmers can acquire quality bred animals

COMMERCIAL POULTRY PRODUCERS
Genetic Improvement Program
Institutionalized scientific selection
and breeding programs
Weaknesses
Low Productivity
No systematic breeding management regime
Backyard poultry production is extensive and low-input
High Input Costs
High dependency on important inputs (breeding stock, vet supplies and feed)
Lowering these costs to improve global competitiveness
Opportunities
GOING ORGANIC:
Native Chicken


1. Threat of New Entrants
Consider entry;
But difficult to maintain due to:
High investment
Adherence to strict health regulations
Up to date on latest technologies for top quality livestock
Rivalry
The
pioneering conglomerates
will eat up smaller firms:
quantity
quality control
cost
2. Threat of Substitutes
Huge Industry
Market is open to substitutes:
Beef
Pork
Nevertheless
, chicken is seen as
healthier
than the above
It can be seen as the healthier or the
"best" alternative
3. Bargaining Power
of Suppliers
Bargaining power of suppliers depends on:
Substances they use in growing the chicken
Production scale
Quality of the chicken produce
Perfectly Competitive Market
Contemporary Issues in the Industry
Positive demand outlook
Issues the Poultry Industry Faces:
Increasing consumer demand for food safety
Product quality
Public concern over animal welfare
Increasing global competition
Expansion
d.
Continual
expansion is a determining factor in the firm's development
Sales coverage
Target market
Products offered

Refer back to the pros and cons
Explain how it will help
Describe the next steps
Based on Jim Harvey's speech structures
GLOBALIZED INDUSTRY
Before: Tariffs on imported competitors
NOW:
mid 1990s : ASEAN Trade Agreement
imports of poultry meats
(frozen chicken & duck)
Grade &
Standards
1988:
Bureau of Standards
Philippine Standard Specification
for fresh, chilled
and frozen poultry:
GRADE A
: More fleshiness; no muscle defects
GRADE B
: Average fleshiness
GRADE C
: Less fleshiness; muscle defects
AAMP
Modernizing livestock farming practices
Improving smallholder animal producers
Technology promotion
Enhancing equipment & support systems
Upgrading manpower capabilities
GMA
Poverty alleviation

Food security
rice, corn, high-value crops, fisheries, livestock

5- COMMODITY PROGRAM
Participatory approach
LGU-led program implementation
Area-based approach
Capacity-building
Focused targeting
Productivity development
Counterpart schemes
Potent means to guide producer into quality channels appropriate for their consumers
Meat grading
Quality of meat
Quantity
Expected yield
Innovative Initiatives
Floor-Watering System
Ensures chickens given fresh clean water daily
Small-scale monitoring camera / machine
Detects illnesses
Detects problems inside broiler
Industry Analysis
The Life Cycle of the Poultry industry
DEMAND
INDUSTRY'S PRODUCTION OF POULTRY (SUPPLY)
=
+
Philippine Poultry Industry: Innovation Phase
HPP (High pressure processing) developers:
greater taste
higher nutritional value
less fat content
retaining omega-3 even after cooking
Threats
ALL NATURAL:
Doesn't use veterinary medicines and other substances that commercial poultry use
Trade Interventions
Tariff / Non-tariff
Affects relative prices of output and input prices of poultry products
In-quota and out quota tariff rates
for selected poultry products, 2002-2004
Price Control
Poultry prices are subject to price control
Beneficial for local consumers
Enforced through periodic inspection by representatives of the
DTI*
If they are selling above maximum prices mandated by government
*Department of Trade and industry
4. Bargaining Power of Consumers
High intensity competition
Consumers have a wide variety to choose from
(homogenous product)
Consumers seek the
better
bargain
5. Competitive Rivalry within the Industry
Price Wars

Philippines had 6 livestock associations
Each of which has 21-239 members

Saturated
industry =
High
competition
Companies have no control over the price
YES
NO
Research and Development
c. Firms should be
adapting
to available
new technologies
in the global market
Optimistic Future for the Philippine poultry Industry?
Additional Drivers
to the Industry's Growth
Improvements and developments in the marketing infrastructure
WHY?
Form of expansion of:
Food Processing
Modernization
of the retail sector (super and hyper markets)
Increase
in national refrigeration ownership
YES.
The demand for poultry products is expected to drastically increase along with the Philippine's population boom and income growth
Full transcript