VALUE PROPOSITION CUSTOMER VALUES Valuenomics A new road map for sector competitiveness 1.THE SYSTEM 2.THE SCAN 3.THE STRATEGY

Valuenomics Valuenomics is about trade from a sectoral or national perspective. While Valuemathics focuses on the primary actors in the value system -the firms-, Valuenomics focus is on the other stakeholders : the enablers, drivers and factors

Valuenomics Valuenomics is a new concept on trade development and –promotion. It is designed for business support organizations and governmental institutions. Focus is on understanding and enhancing competitiveness. Valuenomics consists of three elements: 1.A stakeholder mapping tool 2.A competitiveness scan 3.A sector strategy model

Value..... is the main determinant for competitiveness. Value is represented in the market offerings of a sector or country on international markets. This is the sectors value proposition. Value is created by various stakeholders in the value system

VALUE CHAIN ……. THE VALUE CHAIN The chain of activities within a firm that –based on comparative resources- creates value and leads to competitive advantages COMPETITIVE ADVANTAGES COMPARATIVE RESOURCES Value starts in………

……. THE VALUE SET The set of value chains that come together: suppliers, producers, distributors, retailers etc. – ACTORS VALUEVALUEVALUEVALUEVALUEVALUE CHAINCHAINCHAINCHAINCHANCHAINCHAINCHANCHAINCHANCHAINCHAIN

THE VALUE SYSTEM ……. THE VALUE SYSTEM The mosaic of firms (ACTORS), business supporters (ENABLERS) and public institutions (DRIVERS) that contribute to the value proposition of a country or sector VALUE PROPOSITION THE VALUE SYSTEM ……. THE VALUE SYSTEM The mosaic of - Firms/companies - ACTORS - Business supporters - ENABLERS - Public institutions - DRIVERS - Buyers/consumers - FACTORS that contribute to the value proposition of a sector or country

The world of the ACTORS Actors perform primary activities that create value: DESIGN MAKE SELL MOVE SERVE The comparative resources to perform these activities are the drivers for competitiveness of a sector or country in international markets

SUPPLIERS GROWERS MANUFACTURERS PRODUCERS MIDDLE MEN PACKERS SUPPLIERS PROCESSORS ASSEMBLERS TECHNOLOGY MATERIALS EXPORTERS BUYERS TRADERS WHOLESALE DISTRIBUTOR S RETAILERS ACTORS IMPORTERS PRODUCERS MANUFACTURERS PROCESSORS PACKERS

The world of the ENABLERS The value system is more than actors alone. Behind the actors are the enablers- firms, organizations and institutes that provide the necessary services in trade. The quality of these services depends on the enablers comparative resources.

RESEARCH INST FINANCIAL LOGISTICAL ICT SERVICES REGIONAL BSOs SECTORAL BSOs FUNCIONAL BSOs/ NGOs KNOWLEDGE CERTIFICATION SERVICES INSTITUTES SERVICES SUPPLIERS GROWERS MANUFACTURERS PRODUCERS MIDDLE MEN PACKERS SUPPLIERS PROCESSORS ASSEMBLERS TECHNOLOGY MATERIALS EXPORTERS BUYERS TRADERS WHOLESALE DISTRIBUTOR S RETAILERS ENABLERS ACTORS IMPORTERS PRODUCERS MANUFACTURERS PROCESSORS PACKERS RECRUITMENT SERVICES

The world of the DRIVERS Behind the enablers are the drivers, the policy makers, public institutes and bodies that provide the legal and institutional framework for the value proposition of a country or sector. These drivers are the building blocks for the comparative advantages of nations.

REGULATORY LOCAL MINISTRY OF KNOWLEDGE MINISTRY OF INDUSTRY MINISTRY OF FINANCE MINISTRY OF ECONOMICS CENTRAL MINISTRY OF PLANNING GOVERNMENTS BODIES, AGENCIES BANK AGRICULTURE INSTITUTES PORTS CUSTOMS INSTITUTE TRADE SUPPORT DONORS INT. AGENCIES RESEARCH INST FINANCIAL LOGISTICAL ICT SERVICES REGIONAL BSOs SECTORAL BSOs FUNCIONAL BSOs/ NGOs KNOWLEDGE CERTIFICATION SERVICES INSTITUTES SERVICES SUPPLIERS GROWERS MANUFACTURERS PRODUCERS MIDDLE MEN PACKERS SUPPLIERS PROCESSORS ASSEMBLERS TECHNOLOGY MATERIALS TRADERS EXPORTERS BUYERS WHOLESALE DISTRIBUTOR S RETAILERS MINISTRY OF TOURISM MINISTRY OF TRADE ENABLERS DRIVERS ACTORS IMPORTERS PRODUCERS MANUFACTURERS PROCESSORS PACKERS RECRUITMENT SERVICES

REGULATORY LOCAL MINISTRY OF KNOWLEDGE MINISTRY OF INDUSTRY MINISTRY OF FINANCE MINISTRY OF ECONOMICS CENTRAL MINISTRY OF PLANNING GOVERNMENTS BODIES, AGENCIES BANK AGRICULTURE INSTITUTES PORTS CUSTOMS INSTITUTE TRADE SUPPORT DONORS INT. AGENCIES RESEARCH INST FINANCIAL LOGISTICAL ICT SERVICES REGIONAL BSOs SECTORAL BSOs FUNCIONAL BSOs/ NGOs KNOWLEDGE CERTIFICATION SERVICES INSTITUTES SERVICES SUPPLIERS GROWERS MANUFACTURERS PRODUCERS MIDDLE MEN PACKERS SUPPLIERS PROCESSORS ASSEMBLERS TECHNOLOGY MATERIALS EXPORTERS PREFERENCES LAWS INFLUENCES CONSUMERS END USERS CONCERNS BEHAVIOR REGULATIONS NORMS STANDARDS MINISTRY OF TOURISM MINISTRY OF TRADE DIRECTIVES TRENDS ENABLERS DRIVERS FACTORS RECRUITMENT SERVICES CUSTOMER VALUES End users and consumers complete the value system for a country or sector on international markets. Consumer behaviour and end user purchasing strategies are the acid test for producers and vendors to see whether their value proposition meets the costumer values. Hence, these factors are part of the value system. The world of the FACTORS

REGULATORY LOCAL MINISTRY OF KNOWLEDGE MINISTRY OF INDUSTRY MINISTRY OF FINANCE MINISTRY OF ECONOMICS CENTRAL MINISTRY OF PLANNING GOVERNMENTS BODIES, AGENCIES BANK AGRICULTURE INSTITUTES PORTS CUSTOMS INSTITUTE TRADE SUPPORT DONORS INT. AGENCIES RESEARCH INST FINANCIAL LOGISTICAL ICT SERVICES REGIONAL BSOs SECTORAL BSOs FUNCIONAL BSOs/ NGOs KNOWLEDGE CERTIFICATION SERVICES INSTITUTES SERVICES SUPPLIERS GROWERS MANUFACTURERS PRODUCERS MIDDLE MEN PACKERS SUPPLIERS PROCESSORS ASSEMBLERS TECHNOLOGY MATERIALS TRADERS EXPORTERS BUYERS WHOLESALE DISTRIBUTOR S RETAILERS MINISTRY OF TOURISM MINISTRY OF TRADE ENABLERS DRIVERS ACTORS IMPORTERS MANUFACTURERS PROCESSORS PACKERS RECRUITMENT SERVICES PREFERENCES LAWS INFLUENCES CONSUMERS END USERS CONCERNS BEHAVIOR REGULATIONS NORMS STANDARDS DIRECTIVES TRENDS FACTORS THE VALUE SYSTEM

Stakeholder mapping To position ACTORS, ENABLERS, DRIVERS and FACTORS in a stakeholder map, we use a bubble graph in the following matrix. As an example, we show the coffee sector in Tanzania in the next slide PUBLIC PRIVATE MARKETING POST HARVEST PRE HARVEST

PUBLIC PRIVATE MARKETING POST HARVEST PRE HARVEST MINAG Ministry of Agriculture TPRI Tanzania Pest Research Institute TCB Tanzania Coffee Board MTIM Ministry of Trade, Industry and Marketing PA Port Authorities TACRI Tanzania Coffee Research Institute TCGA Tanzania Coffee Growers Association (dormant) CBA Cherry Buyers Association FG Farmer Groups CU Cooperatives, Unions CA Cafe Africa TCA Tanzania Coffee Association TACOBA Tanzania Coffee Buyers Association MNF Multi National Companies LOCAL GOVERNMENTS TACRI MNC FG CU CBA TACOBA TCA PA MINAG MTIM TPRI TGCA CA TCB

Valuenomics For the next steps in the value system analysis, see 1.THE SCAN - A diagnostic tool to assess the competitiveness of a sector This tool – the MRI-scan – assesses the comparative resources and value activities of all three types of stakeholders in the value system for international trade, Actors, Enablers and Drivers alike. See THE SCAN under VALUENOMICS at 2.THE STRATEGY A step-by-step road map for sector strategies This road map charts the trade process and offers timely and appropriate trade support for exporters in each phase of the export process. See THE STRATEGY under VALUENOMICS at