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International Horticulture & Marketing. Assignment 3 for 2 nd year IHM students Beijing, October 2010 Albertien Kijne [email protected] Information IHM staff van Hall Larenstein. My name = Albertien Kijne E-mail: [email protected] Major coordinator IHM and

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international horticulture marketing

InternationalHorticulture & Marketing

Assignment 3

for 2nd year IHM students

Beijing, October 2010

Albertien Kijne

[email protected]

information ihm staff van hall larenstein
Information IHM staff van Hall Larenstein

My name = Albertien Kijne

E-mail: [email protected]

Major coordinator IHM and

lecturer (horticulture, finance, research)

Other IHM lectures:

  • Jos Leeters: International relations
  • Geert Houwers: Kunming
  • Tracey Campbell: horticultural lessons
information other staff pfm van hall larenstein
Information other staff PFM van Hall Larenstein

Major coordinator Land and Water Management

(LWM) = Hans van den Dool

  • Harrie van Rosmalen (Autumn)

+ Hans van den Dool or Wybe Halsema (Sping)

Major coordinator International Agriculture and Trade

(IAT)= Marise Haesendonckx

  • Fred Bomans – Beijing
  • Peter Vermerris - Kunming

Selection students IHM, IAT and LWM:

  • Fred Bomans
  • Pierre van Rijn
meetings 2nd year ihm students
Meetings 2nd year IHM students
  • Monday, 13.30-15.30 o’clock, room 2412

Lesson 1: Assignment 3 for IHM students

  • Tuesday, 19.00-21.00 o’ clock, room 2412

Lesson 2

  • Wednesday, 8.00-12.00 o’ clock, room 2106

Your PPT presentations assignment 2

  • Wednesday, 13.30-18.30 o’clock, bus

Excursion Xiao Tang Shan (XTS) company

  • Thursday, 19.00-21.00 o’ clock, room 2412

Lesson 3

  • Friday, 13.30-15.30 o’clock, room 2106

Lesson 4

pfm content of assignments
PFM- Content of assignments

1. Self portrait

2. Major-related essay – report 3-6 pages about a horticultural topic

3. Major related research

3.1 IAT (a Dutch branch in China)

3.2 IHM (horticultural production and the supply chain)

3.3 LWM (land use & environmental issues)

4. Organisational theory & practice

4.1 Description of Chinese organisation

4.2 Go to a Chinese organisation

- Interview

5. Placement

assignment 2 1
Assignment 2 (1)

Only students with an IELTS score of 5.5

or more will get a mark this week!

Students with IELTS > 5.5 score or higher:

  • You have to give a presentation on Wednesday (5-10 minutes)
  • You will get your mark for both report and presentation on Thursday or Friday
  • In case you fail you can do a resit for report and/or presentation in March
assignment 2 2
Assignment 2 (2)

Only students with an IELTS score of 5.5 or

more will get a mark now!

Students with IELTS 5 or lower:

  • You will not get a mark for assignment 2.
  • It’s your choice whether you want to (already) give a presentation on Wednesday or not
  • In case you decide to do your presentation now, we will take notes

- If your IELTS score is > 5.5 in March:

- You will get a mark for assignment 2 in March based on both your report and presentation

- You can also decide to do redo report and/or presentation in March

assignment 3 the general picture
Assignment 3: The general picture
  • A group assignment in the field of IHM
  • Groups are 3-4 students per IELTS score
  • Deadline: March 2011
  • Individual study & workload: 40 hours
  • Final products:
    • Your plan / product as requested in the assignment
      • in a 10 minutes presentation in the class (during my lecture in Spring 2011)
      • in a document (Word or Power Point)
  • In March 2011 you’ll also get a MC test
assignment 3 the context
Assignment 3: The context

In 2000 the modern greenhouse company LIROCA was established in China, producing Lilies, Roses and Carnations in 3 hectares plastic tunnels with steel construction.

In the period 2000-2003 all produce was sold through the wholesale market for national destinations. Since 2004 export to South-Korea and Australia has been developed by means of a partnership with an Australian company.

Now a promising contact during a trade fair with a Dutch importer, who’s interested in the high quality Lilies, has set the goal to export to the Netherlands.

assignment 3 the problem
Assignment 3: The problem

Trade channels in the Netherlands require participation of the producers in the MPS programme, so LIROCA needs to work on it and needs to reach a good MPS classification (A) within a period of 3 years.

MPS is an international certification organisation, based in the Netherlands, which assesses and certifies the environmental performance of floricultural producers. Environment, quality and social aspects are the main topics of MPS. MPS started promotion and awareness activities in China several years ago.

Read the information from the handouts, look at movie about MPS, and and then discuss and answer the following questions in your group of 3-4 students:
  • What kind of companies can get a MPS-registration (farmers, wholesalers, retailers, auction etc.)?
  • What kind of different MPS–labels exist?
  • How does a company get a MPS-A/B/C registration?
  • What kind of items are registered for this MPS-qualification?
  • Why are these items important ?
  • What is the difference between MPS-A, -B, -C and -D?
  • Are MPS-companies organic farmers?
  • Is the MPS-qualification per crop or per company?
  • What is the organization that does the MPS-certification?
  • Why is anybody interested in the MPS-qualification?
  • What is the difference between MPS and MPS-GAP?
the assignment
The assignment

Make a plan for the company to get involvement in the MPS programme, aiming to reach the MPS-A status within 3 years. Pay attention particularly to the aspects:

·reducing the use of fertilisers;

·reducing the use of energy;

·reducing the use of crop protection agents;

·having a sustainable waste management;

·reducing the use of water;

And of course be aware that the quality of the Lilies stays at the high levels.

Act as the production manager of the company and make a plan with time schedule to present to your general manager.

product assessment and portfolio
Product, assessment and portfolio
  • A document about the outcomes of your assignment (Word or Powerpoint). Send this to me 2 weeks before March visit (March the 1st): [email protected]
  • Presentation of 10 minutes per student group during my visit in March in 2011
  • Written examination (MC questions) during my visit in March 2011, about everything you learned during lessons, assignments and excursion


  • You have to put all your information (reports, feedback on presentations) in your personal portfolio
  • You need it for the assessment (in particular the entry interview in May 2011)

In this assignment you are working on the

following competences:

  • To manage a horticultural production company
  • To do research
  • To develop think about new processes
  • To work in a group
  • To do a presentation
study load deadlines
Study load & deadlines
  • Self portrait 10 hours - 30 September 2010
  • Essay 20 hours - October 2010
  • - Agribusiness 40 hours - March 2011 or

- Horticultural prod. 40 hours - March 2011 or

- Land use & environm. 40 hours - March 2011

  • Organisation 20 hours - April 2011

Interview 10 hours - May 2011

  • Placement 80 hours - August 2011

Please be aware that you have to pass for all assignments

and the final admission interview if you want to continue

your study n the Netherlands!

assignment 3 summary proces and its timing
Assignment 3: Summary proces and its timing
  • My lectures October 2010
    • Handout, DVD, Powerpoint presentations
  • Find more data yourselves
    • Internet
    • Books (a.o. Sustainable Horticulture)
  • With your group: study, collect data, use the excursions or organize a visit to a company yourself if possible > be creative
    • November 2010 – February 2011
  • Write the plan = your product
    • Before March the 1st in 2011
  • Presentation and MC test
    • During my visit in March 2011
group work
Group work

Make sure you finish in time. Therefore make a plan of work: how are you going to handle this assignment?

- identify the problem

  • which information do you need?
  • what tasks need to be done?
  • act as a group: divide the tasks
  • make appointments for group meetings
  • make a time schedule (with enough time at the end)

Hand in a working plan this Friday with your group!

  • Make a clear description of the starting position of LIROCA for lily. Especially about water, energy, fertilizer and other chemicals. Also describe the way of storage, packing and transport of lily and describe the situation of your employees. Try to find actual Chinese data; and mention your sources!
  • Describe the details of the final situation you want to reach in three years time: the MPS-A level.
  • Think about which things will have to change at the company. Make a realistic plan for the change process during the three years, for all factors involved. Include a time schedule.

Needed for this assignment:




Pincelot Raymond P. 2004. Sustainable Horticulture: today and tomorrow. Prentice Hall.

See e.g.:

  • Chapter 3, p. 63 – 97 &
  • Chapter 4, p. 98 – 124
  • For questions concerning assignment 3 and this weeks lectures:

This week:

- During my lessons

After this week:

- CAU staff

- [email protected]

  • For general questions about PFM programme: [email protected]
  • Success next days, weeks , months, ….
supporting lectures
Supporting lectures

Horticultural production and the value chain

  • Farming systems, especially related to

horticultural production

  • Plant growth and development
  • Pests and diseases (IPM)
  • Quality and quality standards
  • Value chain

Starting tomorrow!