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Thriving in Uncertain Times: Markets, Food, and Governing Michael L. Cook University of Missouri Graduate Institute of Cooperative Leadership (GICL)
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In a cooperative Marketing, Strategy and Governing are interrelated.
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Cooperatives are primarily user owned, controlled and benefiting There are cooperatives where the 1.Member is a Supplier 2.Member is a Consumer 3.Member is Both
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What role can a director play in governing her/his cooperative through uncertain times?
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Director Development Programs suggest that directors should ask more and better questions.
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Our objective today is to assist in achieving this objective as it relates to strategy and marketing.
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Let’s start with strategy formulation.
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What is Strategy? The Central, Integrated, Externally Oriented Concept of How We Will Achieve Our Objectives
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An Overview Objectives Organizational Architecture Values & Beliefs Mission & Vision Strategy Strategic Analysis
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Five Elements of Strategy 1.Arenas 2.Vehicles 3.Differentiation 4.Staging 5.Economic Logic
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The Five Elements 1.Arenas: Where will we be active? 2.Vehicles: How will we get there? 3.Differentiators: How do we set ourselves apart? 4.Staging: Speed and sequencing 5.Economic Logic: Impact measurement
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Arenas Where will we be active? Output Categories Market Segments Geographic Arena Core Technologies Value Creation Stages
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Vehicles How will we get there? Internal Development Joint Venture Licensing / Venturing Acquisition
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Differentiators 1.Image 2.Customization 3.Cost 4.Quality 5.Ability to Continue Learning 6.From Plow to Plate
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Staging 1.Speed 2.Sequencing
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Economic Logic 1.Low Cost — Scale 2.Low Cost — Scope 3.Premium Price — Proprietary Service 4.Premium Price — Proprietary Output Features 5.A Continuum
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Economic Logic How does this increase my per unit return? or
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Economic Logic How does this help us achieve our vision — which is......... !
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An Overview Objectives Organizational Architecture Values & Beliefs Mission & Vision Strategy Strategic Analysis
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Professional Networks - Relationships - Trust Ideas Student Opportunities Customized Programs Exchanges Informs Leads to Generates Fosters Finance Organizational Economics Management Sociology Law Agricultural Economics Model Development - Inductive - Deductive Summer Institute Board Chair / CEO Undergraduate Courses Graduate Seminars Graduate Institute of Cooperative Leadership (GICL) A Collaborative Research / Teaching / Outreach Experience Model Testing Academic Outputs - Publications - Conferences Cases Outreach Presentations Training GICL Process Results in Translates to Embedded in
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Questions? CookML@missouri.edu
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