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Meat processing industry in Georgia

Meat processing industry in Georgia. PRESENTED BY: Luka Abshilava Erekle Kalmaxelidze Giorgi Tkebuchava Tengo Melashvili. Table of contents Description of Companies Problem Statement on the market Business Strategy of the companies SWOT ANALYSIS AND CAPABILIETIES

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Meat processing industry in Georgia

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  1. Meat processing industry in Georgia PRESENTED BY: Luka Abshilava Erekle Kalmaxelidze Giorgi Tkebuchava Tengo Melashvili

  2. Table of contents • Description of Companies • Problem Statement on the market • Business Strategy of the companies • SWOT ANALYSIS AND CAPABILIETIES • Consumer Behavior Determining Factors • Brand”Nikora” and “Schirnhofer” Production Selection Main Criteria • Recommendations

  3. Description of CompaniesVake. J.S.C • founded in 1961 • the first company specialized in production of Frankfurters • The company had its own distribution channel, than company lost its market share, when Nikora entered into the market.

  4. Description of Companies“Nikora” • was established in 1998 • Nikora started its business activities on the Georgian market by producing seven kinds of meat products • currently it produces more than 50 kinds of meat products

  5. Description of Companies“Schirnhofer” • Founded in the year 1926 • company occupies 1.600 employees. • important markets of the Schirnhofer enterprise are in Georgia, Russia, Germany and Kazakhstan • In 2005 the Austrian company announced plans to construct a meat processing factory in Georgia, involving a EUR 14m • Finally the company decided to invest in Kazakhstan and develop its activities there.

  6. Description of Companies“Ioli” • Ioli group was founded in 1986 • In 2007 company opened its factory and started meat production • Company announced that at the end of the year it would open five retail store under ``ioli`` brand • Company has 700 employees and its own distribution channel

  7. Problem Statement on the market • cattle-breeding in Georgia is not developed • Almost all meat-processing plants have to use imported meat, as non-certified, local raw materials are comparatively expensive • Unstable legal and political situation

  8. Business Strategy of the companies • NikoraLtd Offers wide range of products “Nikora” store chain • Schirnhofer Availability of products • Ioli group company uses local Georgian sources, materials to produce products

  9. Consumer Behavior Determining Factors • Taste/Quality • Service • Reputation • Location/Distribution • Diverse Assortment

  10. Brand”Nikora” and “Schirnhofer” Production Selection Main Criteria • Taste/Quality63% (41 customer)90,7% (59 customer) • Service29,23% (19 customer)26,15% (17 customer) • Reputation/Confidence16,92% (11 customer)13,84% (9 customer) • Distribution12,30% (8 customer)18,46% (12 customer)

  11. Recomendations • Establish taste standards for products • Maintain service qualities • Emphasize on PR, establish strong marketing communications.

  12. Thank You

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